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Future Factors September 2020: The Outlook for Digital Marketing
The document discusses the accelerating trends in digital marketing and user engagement with internet and social media platforms, emphasizing the growth of e-commerce and the rising influence of Asia in digital spaces. It highlights that over half of the global population uses social media, with users spending substantial time on various digital platforms, particularly due to increased online activity during the COVID-19 pandemic. Marketers are advised to adopt a balanced approach across different social platforms, focusing on contextual relevance and audience preferences.
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Future Factors September 2020: The Outlook for Digital Marketing
- 1. USING DATA ANDTRENDS TO MAP THE OUTLOOK FOR DIGITAL MARKETING FUTURE FACTORS SIMON KEMP • • STATISTA WEBINAR • 24 SEPTEMBER 2020
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- 4. GLOBAL DIGITAL OVERVIEW ESSENTIALINSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE THE INTERNET, MOBILE DEVICES, SOCIAL MEDIA, AND ECOMMERCE DIGITAL2020
- 5.
- 6. 6 @ESKIMON ASIA’S GROWINGDIGITAL INFLUENCE IS CHANGING CONSUMER DEMAND AND RESHAPING EXPECTATIONS MORE PEOPLE HAVE BEEN SPENDING MORE TIME BUYING MORE THINGS ONLINE IN RECENT MONTHS THE WORLD’S INTERNET USERS ARE INCREASINGLY LOOKING BEYOND SEARCH ENGINES TO FIND ANSWERS WITH SO MANY SOCIAL MEDIA PLATFORMS AVAILABLE, A STRATEGIC PORTFOLIO MIX IS INCREASINGLY IMPORTANT GROWTH IN INTERNET AND SOCIAL MEDIA USER NUMBERS HAS ACCELERATED OVER RECENT MONTHS THE RISE OF THE EAST ECOMMERCE GROWTH THE EVOLUTION OF SEARCH A BALANCED SOCIAL MIX ACCELERATING ADOPTION 5 ESSENTIAL DIGITAL MARKETING TRENDS
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- 9. 9 @ESKIMON DIGITAL ADOPTION ISSTILL ACCELERATING #1
- 10. DIGITAL2020 THE LATEST INSIGHTSINTO HOW PEOPLE AROUND THE WORLD USE THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE JULY GLOBAL STATSHOT REPORT
- 11. 11 @ESKIMON • SOURCES:KEPIOS ANALYSIS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY EARNINGS ANNOUNCEMENTS AND MEDIA STATEMENTS; SOCIAL MEDIA COMPANIES’ MARKETING AND SALES LITERATURE MORE THAN HALF OF ALL THE PEOPLE ON EARTH ALREADY USE SOCIAL MEDIA
- 12. 7 JUL 2020 SOURCES: KEPIOS ANALYSIS;UNITED NATIONS; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GLOBALWEBINDEX; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; SOCIAL MEDIA COMPANIES’ ANNOUNCEMENTS AND EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR (ALL LATEST AVAILABLE DATA IN JULY 2020). COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. DATA MAY NOT BE DIRECTLY COMPARABLE TO PREVIOUS REPORTS. URBANISATION: PENETRATION: PENETRATION: PENETRATION: TOTAL POPULATION UNIQUE MOBILE PHONE USERS INTERNET USERS ACTIVE SOCIAL MEDIA USERS 7.79 5.15 4.57 3.96 BILLION BILLION BILLION BILLION 56% 66% 59% 51% DIGITAL AROUND THE WORLD IN JULY 2020 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE 12
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- 14. 14 @ESKIMON •SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES (JULY 2020) DESPITE THESE ALREADY IMPRESSIVE NUMBERS, ADOPTION RATES ARE ACTUALLY ACCELERATING
- 15. 8 JUL 2020 SOURCES: KEPIOS ANALYSIS;UNITED NATIONS; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GLOBALWEBINDEX; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; SOCIAL MEDIA COMPANIES’ ANNOUNCEMENTS AND EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR (ALL LATEST AVAILABLE DATA IN JULY 2020). COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. DATA MAY NOT BE DIRECTLY COMPARABLE TO PREVIOUS REPORTS. JUL 2020 vs. JUL 2019 JUL 2020 vs. JUL 2019 JUL 2020 vs. JUL 2019 JUL 2020 vs. JUL 2019 TOTAL POPULATION UNIQUE MOBILE PHONE USERS INTERNET USERS ACTIVE SOCIAL MEDIA USERS +1.1% +2.4% +8.2% +10.5% +81 MILLION +121 MILLION +346 MILLION +376 MILLION GLOBAL DIGITAL GROWTH THE YEAR-ON-YEAR CHANGE IN ESSENTIAL INDICATORS OF DIGITAL ADOPTION 15
- 16. 16 @ESKIMON •SOURCE: KEPIOS ANALYSIS (JULY 2020) +1 MILLION NEW SOCIAL MEDIA USERS EVERY DAY
- 17. 17 @ESKIMON •SOURCE: KEPIOS ANALYSIS (JULY 2020) +42,000
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- 19. 19 @ESKIMON@ESKIMON •SOURCE: GLOBALWEBINDEX (Q1 2020), BASED ON THE ASSUMPTION THAT MOST PEOPLE SLEEP FOR AROUND 7-8 HOURS PER DAY THE TYPICAL GLOBAL USER ALREADY SPENDS ABOUT 40% OF THEIR WAKING LIFE ONLINE
- 20. 9 JUL 2020 SOURCE: GLOBALWEBINDEX (Q12020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTES: TELEVISION TIME INCLUDES BROADCAST (LINEAR) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. USE OF DIFFERENT DEVICES AND CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY. USING THE INTERNET USING SOCIAL MEDIA WATCHING TELEVISION* LISTENING TO MUSIC STREAMING SERVICES USING A GAMES CONSOLE 6H 42M 2H 22M 3H 22M 1H 31M 1H 10M DAILY TIME SPENT WITH MEDIA THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64* SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES global web index global web index 20
- 21. 43 JAN 2020 SOURCE: GLOBALWEBINDEX (Q32019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 09:45 09:22 09:17 09:10 09:01 08:47 08:21 07:59 07:57 07:57 07:46 07:29 07:21 07:21 07:17 07:11 07:03 06:48 06:43 06:42 06:38 06:30 06:30 06:26 06:16 06:03 06:00 05:53 05:52 05:50 05:48 05:41 05:41 05:28 05:27 05:25 05:22 05:09 05:08 05:07 04:52 04:37 04:22 PHILIPPINES SOUTHAFRICA BRAZIL COLOMBIA THAILAND ARGENTINA MEXICO INDONESIA MALAYSIA TAIWAN SAUDIARABIA TURKEY EGYPT ROMANIA RUSSIA ISRAEL U.A.E. SINGAPORE WORLDWIDE U.S.A. PORTUGAL INDIA VIETNAM POLAND HONGKONG NEWZEALAND ITALY CANADA SWEDEN CHINA IRELAND AUSTRALIA SPAIN U.K. SWITZERLAND AUSTRIA SOUTHKOREA BELGIUM FRANCE DENMARK GERMANY NETHERLANDS JAPAN AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY ON ANY DEVICE TIME PER DAY SPENT USING THE INTERNET global web index 21
- 22. 22 @ESKIMON@ESKIMON •SOURCE: KEPIOS ANALYSIS OF GLOBALWEBINDEX DATA (Q1 2020) AND INTERNET USER DATA FROM VARIOUS SOURCES (JULY 2020) 1.25 BILLION YEARS
- 23. 23 @ESKIMON THIS MAKESSENSE WHEN WE CONSIDER JUST HOW PERVASIVE CONNECTED TECH HAS BECOME
- 24. 197 JAN 2020 SOURCE: GLOBALWEBINDEX (Q32019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. MUSIC APPS MAP APPS BANKING APPS DATING APPS HEALTH AND FITNESS APPS CHAT APPS (MESSENGERS) SOCIAL NETWORKING APPS ENTERTAINMENT OR VIDEO APPS GAMES (ANY TYPE) SHOPPING APPS 52% 65% 35% 11% 26% 89% 89% 65% 47% 66% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING EACH TYPE OF MOBILE APP EACH MONTH USE OF MOBILE APPS BY CATEGORY global web index global web index global web index global web index 24
- 25. 25 @ESKIMON •SOURCE: GLOBALWEBINDEX CORONAVIRUS MULTI-MARKET STUDY (WAVE 5, JULY 2020) BUT SINCE THE OUTBREAK OF COVID-19, PEOPLE HAVE BEEN SPENDING EVEN MORE TIME ONLINE
- 26. 13 JUL 2020 SOURCE: GLOBALWEBINDEX’S CORONAVIRUSMULTI-MARKET STUDY (WAVE 5, JULY 2020). *NOTE: FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS AGED 16 TO 64 IN AUSTRALIA, BELGIUM, BRAZIL, CHINA, FRANCE, GERMANY, INDIA, ITALY, JAPAN, NEW ZEALAND, PHILIPPINES, POLAND, ROMANIA, SINGAPORE, SOUTH AFRICA, SPAIN, THE UNITED KINGDOM, AND THE UNITED STATES. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN 29 JUNE AND 02 JULY, 2020. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. SPENDING MORE TIME ON MOBILE APPS SPENDING MORE TIME PLAYING COMPUTER OR VIDEO GAMES CREATING AND UPLOADING VIDEOS LISTENING TO MORE PODCASTS WATCHING MORE SHOWS & FILMS ON STREAMING SERVICES SPENDING LONGER USING SOCIAL MEDIA SPENDING LONGER ON MESSENGER SERVICES LISTENING TO MORE MUSIC STREAMING SERVICES 36% 35% 16% 15% 54% 43% 42% 37% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 IN SELECT COUNTRIES* WHO REPORT SPENDING MORE TIME ON EACH ACTIVITY DUE TO COVID-19 COVID-19: INCREASE IN ONLINE AND DIGITAL ACTIVITIES global web index global web index 26
- 27. 27 @ESKIMON •SOURCE: GLOBALWEBINDEX CORONAVIRUS MULTI-MARKET STUDY (WAVE 5, JULY 2020) PEOPLE ALSO SAY THEY EXPECT TO CONTINUE WITH THESE BEHAVIOURS IN THE LONGER TERM
- 28. 16 JUL 2020 SOURCE: GLOBALWEBINDEX’S CORONAVIRUSMULTI-MARKET STUDY (WAVE 5, JULY 2020). *NOTE: FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS AGED 16 TO 64 IN AUSTRALIA, BELGIUM, BRAZIL, CHINA, FRANCE, GERMANY, INDIA, ITALY, JAPAN, NEW ZEALAND, PHILIPPINES, POLAND, ROMANIA, SINGAPORE, SOUTH AFRICA, SPAIN, THE UNITED KINGDOM, AND THE UNITED STATES. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN 29 JUNE AND 02 JULY, 2020. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 22% 22% 19% 18% 17% 15% 12% 10% 5.8% 5.4% 25% 24% 18% 19% 17% 14% 14% 15% 8.7% 6.0% WATCHING MORE ONLINE VIDEOS WATCHING MORE SHOWS AND FILMS ON STREAMING SERVICES SPENDING LONGER USING SOCIAL MEDIA SPENDING LONGER USING MESSENGER SERVICES LISTENING TO MORE MUSIC STREAMING SERVICES SPENDING MORE TIME USING ONLINE LEARNING PLATFORMS FOR YOURSELF SPENDING MORE TIME USING MOBILE APPS SPENDING MORE TIME PLAYING COMPUTER OR VIDEO GAMES CREATING AND UPLOADING VIDEOS LISTENING TO MORE PODCASTS FEMALE MALE COVID-19: PLANS TO CONTINUE WITH NEW BEHAVIOURS PERCENTAGE OF INTERNET USERS AGED 16 TO 64* WHO EXPECT TO CONTINUE WITH NEW BEHAVIOURS EVEN AFTER THE COVID-19 OUTBREAK ENDS global web index 28
- 29. 29 @ESKIMON ALL OFTHESE TRENDS SUGGEST THAT DIGITAL’S ROLE IN OUR LIVES WILL CONTINUE TO EXPAND
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- 31. 31 @ESKIMON •SOURCE: BASED ON KEPIOS ANALYSIS OF DATA FROM A VARIETY OF SOURCES (SEPTEMBER 2020) PEOPLE EVERYWHERE RELY ON CONNECTED TECH TO MAKE THEIR LIVES EASIER AND BETTER
- 32. 32 @ESKIMON OUR BIGOPPORTUNITY IS TO DELIVER SIMILAR OUTCOMES VIA DIGITAL MARKETING ACTIVITIES
- 33. 33 @ESKIMON WE NEEDTO GO BEYOND MERELY FINDING MORE EFFICIENT WAYS TO INTERRUPT PEOPLE WITH ADS
- 34. 34 @ESKIMON BETTER VALUEADS BETTER VALUE ADDS
- 35. 35 @ESKIMON THE IMPORTANCEOF A BALANCED SOCIAL MIX #2
- 36. 36 @ESKIMON THE NUMBEROF SOCIAL MEDIA PLATFORMS AVAILABLE TO US CONTINUES TO GROW
- 37. 37 @ESKIMON •SOURCE: KEPIOS ANALYSIS OF DATA FROM A VARIETY OF DIFFERENT SOURCES (SEPTEMBER 2020) PEOPLE ARE ALSO USING A WIDER VARIETY OF SOCIAL MEDIA PLATFORMS THAN EVER BEFORE
- 38. 67 JUL 2020 SOURCES: KEPIOS ANALYSIS;COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (ALL LATEST AVAILABLE DATA). NOTES: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILL BE LESS RELIABLE. FIGURES FOR PLATFORMS IDENTIFIED BY (**) ARE BASED ON THE LATEST ADVERTISING AUDIENCE REACH FIGURES REPORTED IN EACH RESPECTIVE PLATFORM’S SELF-SERVICE ADVERTISING TOOLS (JULY 2020). FIGURE FOR TIKTOK DOES NOT INCLUDE DOUYIN. 2,603 2,000 2,000 1,300 1,203 1,082 800 694 550 517 430 400 400 397 367 326 FACEBOOK YOUTUBE* WHATSAPP FB MESSENGER* WEIXIN / WECHAT INSTAGRAM** TIKTOK QQ SINA WEIBO QZONE REDDIT DOUYIN KUAISHOU SNAPCHAT** PINTEREST TWITTER** DATA UPDATED TO: 16 JULY 2020 BASED ON MONTHLY ACTIVE USERS, ACTIVE USER ACCOUNTS, OR ADDRESSABLE ADVERTISING AUDIENCES (IN MILLIONS) THE WORLD’S MOST-USED SOCIAL PLATFORMS 38
- 39. 39 @ESKIMON •SOURCE: KEPIOS ANALYSIS OF DATA FROM A VARIETY OF DIFFERENT SOURCES (SEPTEMBER 2020) HOWEVER, EVEN THESE NUMBERS SHOW THAT MOST PEOPLE USE MORE THAN ONE PLATFORM
- 40. 64 JUL 2020 SOURCE: GLOBALWEBINDEX (Q12020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH. VISITED OR USED A SOCIAL NETWORK OR A MESSAGING SERVICE IN THE PAST MONTH ACTIVELY ENGAGED WITH OR CONTRIBUTED TO SOCIAL MEDIA IN THE PAST MONTH AVERAGE AMOUNT OF TIME PER DAY SPENT USING SOCIAL MEDIA AVERAGE NUMBER OF SOCIAL MEDIA ACCOUNTS PER INTERNET USER* PERCENTAGE OF INTERNET USERS WHO USE SOCIAL MEDIA FOR WORK PURPOSES 99% 88% 2H 22M 8.8 40% PERSPECTIVES ON HOW INTERNET USERS AGED 16 TO 64 ENGAGE WITH SOCIAL MEDIA SOCIAL MEDIA BEHAVIOURS global web index global web index 40
- 41. 41 @ESKIMON •SOURCE: KEPIOS ANALYSIS OF DATA FROM GLOBALWEBINDEX (Q1 2020) AS A RESULT, THERE ARE SIGNIFICANT OVERLAPS BETWEEN THE USERS OF EACH SOCIAL PLATFORM
- 42. 68 JUL 2020 SOURCE: GLOBALWEBINDEX (Q12020). *NOTES: ONLY INCLUDES USERS BETWEEN THE AGES OF 16 AND 64. DOES NOT INCLUDE USERS IN CHINA. FIGURES REPRESENT THE PERCENTAGE OF USERS OF THE PLATFORM IDENTIFIED IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM IDENTIFIED IN THE ROW AT THE TOP OF EACH COLUMN. THE “WHO DO NOT USE OTHER PLATFORMS” COLUMN IDENTIFIES THE PERCENTAGE OF USERS WHO DO NOT USE ANY OF THE OTHER PLATFORMS IDENTIFIED IN THE TABLE. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. WHO DO NOT USE OTHER PLATFORMS WHO ALSO USE FACEBOOK WHO ALSO USE YOUTUBE WHO ALSO USE INSTAGRAM WHO ALSO USE REDDIT WHO ALSO USE SNAPCHAT WHO ALSO USE TWITTER WHO ALSO USE TIKTOK WHO ALSO USE PINTEREST FACEBOOK USERS 3.4% 100% 92% 74% 18% 31% 53% 29% 35% YOUTUBE USERS 5.6% 82% 100% 72% 18% 30% 52% 28% 34% INSTAGRAM USERS 1.1% 86% 94% 100% 22% 37% 60% 34% 40% REDDIT USERS 0.6% 85% 94% 85% 100% 60% 75% 56% 65% SNAPCHAT USERS 0.6% 86% 94% 90% 37% 100% 68% 51% 54% TWITTER USERS 0.9% 88% 95% 85% 27% 40% 100% 37% 42% TIKTOK USERS 0.9% 86% 93% 85% 36% 54% 66% 100% 49% PINTEREST USERS 0.8% 87% 94% 83% 35% 47% 63% 41% 100% PERCENTAGE OF USERS AGED 16 TO 64* OF EACH SOCIAL MEDIA PLATFORM WHO ALSO USE A SELECTION OF OTHER SOCIAL MEDIA PLATFORMS USER OVERLAPS BETWEEN SOCIAL MEDIA PLATFORMS global web index global web index 42
- 43.
- 44. 44 @ESKIMON YOU CANREACH MOST USERS OF ANY SOCIAL PLATFORM ON AT LEAST ONE OTHER PLATFORM
- 45.
- 46. 46 @ESKIMON •SOURCE: KEPIOS ANALYSIS OF DATA FROM GLOBALWEBINDEX (Q1 2020) YOU’LL GET LESS AND LESS ADDITIONAL REACH WITH EACH PLATFORM YOU ADD TO YOUR MIX
- 47.
- 48. 48 @ESKIMON THE SOCIALPORTFOLIO OPPORTUNITY IS ABOUT VARIETY OF CONTEXT, NOT ADDITIONAL REACH
- 49. 49 @ESKIMON A BALANCEDPLATFORM MIX IS ESSENTIAL, WITH DIFFERENT APPROACHES TO ORGANIC AND PAID
- 50.
- 51. 51 @ESKIMON AUDIENCE OVERLAPSMEAN YOU CAN FOCUS ORGANIC ACTIVITIES ON 1 OR 2 PLATFORMS
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- 53.
- 54. 54 @ESKIMON WHICH PLATFORMIS BEST SUITED TO YOUR BRAND’S WORLD, AND TO YOUR CONTENT FORMAT NEEDS? WHICH PLATFORM DOES YOUR SPECIFIC AUDIENCE USE THE MOST? HOW STABLE ARE THEIR PREFERENCES? CONTEXTUAL RELEVANCE & AUDIENCE PREFERENCES SELECTING THE OPTIMUM SOCIAL PLATFORM(S)
- 55. 55 @ESKIMON BUT NOTETHAT THE ‘FEWER, BIGGER, BETTER’ MANTRA ONLY APPLIES TO YOUR ORGANIC MIX
- 56. 56 @ESKIMON IF YOUHAVE MEDIA BUDGET, YOU MAY WANT TO EXPLORE A WIDER VARIETY OF PLATFORMS
- 57.
- 58. 58 @ESKIMON YOU DON’TNEED TO MAINTAIN AN ORGANIC PRESENCE TO BENEFIT FROM PAID SOCIAL POSTS
- 59. 59 @ESKIMON AS ARESULT, YOU’RE FREE TO SWAP BETWEEN PAID PLATFORMS AS OFTEN AS YOU NEED TO
- 60. 60 @ESKIMON IT’S WELLWORTH EXPERIMENTING WITH DIFFERENT OPTIONS FOR DIFFERENT OBJECTIVES
- 61. 61 @ESKIMON •SOURCES: ANNOUNCEMENTS PUBLISHED ON EACH PLATFORM’S WEB PROPERTIES (ACCESSED SEPTEMBER 2020) WITH OVER 300 MILLION UNIQUE MONTHLY VISITORS, QUORA OFFERS BIG OPPORTUNITIES FOR PROACTIVE OUTREACH AND SOCIAL LISTENING WITH 416 MILLION MONTHLY ACTIVE USERS, PINTEREST OFFERS SOME VALUABLE OPPORTUNITIES, ESPECIALLY WHEN IT COMES TO ECOMMERCE WITH 430 MILLION MONTHLY ACTIVE USERS, REDDIT IS BIGGER THAN SNAPCHAT, AND OFFERS HIGHLY CONTEXTUAL OPPORTUNITIES QUORAPINTERESTREDDIT SOME UNDER-VALUED SOCIAL OPPORTUNITIES
- 62. 62 @ESKIMON BEWARE OFDUPLICATION IF YOU PLAN TO RUN THE SAME CONTENT ON MULTIPLE PLATFORMS
- 63. 63 @ESKIMON USE FREQUENCYCAPS TO AVOID IRRITATING YOUR AUDIENCE WITH ‘REPETITION POLLUTION’
- 64. 64 @ESKIMON SEARCH BEHAVIOURS AREEVOLVING #3
- 65. 65 @ESKIMON •SOURCE: STATISTA DIGITAL MARKET OUTLOOK (ACCESSED SEPTEMBER 2020) GLOBAL SPEND ON SEARCH ADVERTISING LOOKS SET TO EXCEED US$150 BILLION IN 2020
- 66. 66 @ESKIMON •SOURCE: BASED ON KEPIOS ANALYSIS OF DATA FROM GLOBALWEBINDEX (Q1 2020) AND GOOGLE (ACCESSED SEPTEMBER 2020) BUT THE WAYS IN WHICH OUR CONSUMERS SEARCH FOR THINGS ONLINE ARE EVOLVING
- 67. 67 @ESKIMON THIS HASPARTICULAR IMPORTANCE FOR BRANDS DUE TO THE CENTRAL ROLE OF SEARCH
- 68. 169 JUL 2020 SOURCE: GLOBALWEBINDEX (Q12020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 33% 31% 27% 26% 24% 24% 23% 23% 22% 21% SEARCH ENGINES ADS ON TELEVISION WORD-OF-MOUTH RECOMMENDATIONS ADS IN SOCIAL MEDIA BRAND OR PRODUCT WEBSITES ADS ON WEBSITES TV SHOWS OR FILMS RETAIL WEBSITES RECOMMENDATIONS OR COMMENTS ON SOCIAL MEDIA ADS IN MOBILE OR TABLET APPS SOURCES OF NEW BRAND DISCOVERY PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY DISCOVER NEW BRANDS AND PRODUCTS THROUGH EACH MEDIUM OR ACTIVITY global web index 68
- 69. 69 JUL 2020 SOURCE: FINN PARTNERSB2B BUYERS INFLUENCE REPORT 2019. NOTE: DATA REPRESENT FINDINGS FOR B2B BUYERS BELOW THE AGE OF 65 IN ASIA-PACIFIC ONLY. 48% 44% 41% 38% 36% 36% 32% 31% 30% INDUSTRY-SPECIFIC CONSULTANTS SUBJECT MATTER EXPERTS OR INFLUENCERS SUPPLIER WEBSITES SEARCH ENGINES THIRD-PARTY REVIEW SITES TRADE SHOWS & CONFERENCES INDUSTRY-SPECIFIC ONLINE COMMUNITIES SOCIAL MEDIA CHANNELS RECOMMENDATIONS FROM COLLEAGUES OR FRIENDS INFORMATION THAT B2B BUYERS IN ASIA-PACIFIC SAY THEY’RE MOST LIKELY TO USE DURING THEIR BUSINESS PURCHASE PROCESS TOP INFORMATION SOURCES FOR APAC B2B BUYERS
- 70. 70 @ESKIMON BUT HOWHAVE PEOPLE’S ONLINE SEARCH BEHAVIOURS ACTUALLY CHANGED?
- 71.
- 72. 72 @ESKIMON •SOURCE: GLOBALWEBINDEX (Q1 2020) NEARLY HALF OF ALL INTERNET USERS ALREADY USE VOICE SEARCH AND VOICE COMMANDS
- 73. 36 JUL 2020 SOURCE: GLOBALWEBINDEX (Q12020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *ADVISORY: DUE TO A TECHNICAL ISSUE, DATA FOR VIETNAM ARE NOT AVAILABLE FOR THIS DATA POINT FOR THIS PERIOD. AS A RESULT, THE FIGURE FOR THE GLOBAL AVERAGE CITED ABOVE IS NOT DIRECTLY COMPARABLE TO THE AVERAGES PUBLISHED IN OUR PREVIOUS REPORTS. 60% 56% 55% 52% 51% 49% 49% 48% 45% 44% 42% 40% 40% 39% 37% 37% 36% 35% 35% 35% 34% 32% 32% 31% 31% 30% 28% 27% 26% 26% 25% 24% 23% 23% 22% 22% 21% 21% 20% 20% 19% 17% INDIA INDONESIA CHINA MEXICO THAILAND TURKEY SAUDIARABIA U.A.E. AVERAGE* COLOMBIA PHILIPPINES BRAZIL TAIWAN U.S.A. SPAIN ITALY SOUTHAFRICA MALAYSIA EGYPT HONGKONG CANADA ARGENTINA SINGAPORE U.K. AUSTRALIA IRELAND FRANCE NEWZEALAND ROMANIA ISRAEL RUSSIA POLAND GERMANY SWITZERLAND PORTUGAL BELGIUM SOUTHKOREA AUSTRIA NETHERLANDS SWEDEN DENMARK JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE) USE OF VOICE SEARCH AND VOICE COMMANDS global web index 73
- 74. 74 @ESKIMON •SOURCE: KEPIOS ANALYSIS OF GLOBALWEBINDEX DATA (Q1 2020) YOUNGER PEOPLE ARE PARTICULARLY LIKELY TO USE VOICE INTERFACES, ESPECIALLY ON MOBILES
- 75. 34 APR 2020 SOURCE: GLOBALWEBINDEX (Q42019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 55-6445-5435-4425-3416-24 USE OF VOICE SEARCH OR VOICE COMMANDS: 16-24 YEAR OLDS USE OF VOICE SEARCH OR VOICE COMMANDS: 25-34 YEAR OLDS USE OF VOICE SEARCH OR VOICE COMMANDS: 35-44 YEAR OLDS USE OF VOICE SEARCH OR VOICE COMMANDS: 45-54 YEAR OLDS USE OF VOICE SEARCH OR VOICE COMMANDS: 55-64 YEAR OLDS 51% 50% 44% 35% 26% PERCENTAGE OF GLOBAL INTERNET USERS IN EACH AGE GROUP WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE) USE OF VOICE SEARCH AND VOICE COMMANDS BY AGE global web index global web index 75
- 76.
- 77. 77 @ESKIMON NEW BEHAVIOURSMEAN WE MAY NEED TO RETHINK OUR APPROACH TO SEO AND SEM
- 78. 78 @ESKIMON ~ Google 70%of Google Assistant queries are expressed in natural language, rather than the typical keywords that people type in a web search.
- 79. 79 @ESKIMON CONTENT WRITTENUSING NATURAL LANGUAGE STRUCTURES MAY SEE BETTER VOICE SEO RESULTS
- 80. 80 @ESKIMON IF RESULTSARE ‘SPOKEN’ BY THE INTERFACE, USERS MAY ONLY BE SERVED ONE RESULT
- 81.
- 82. 82 @ESKIMON •SOURCE: KEPIOS ANALYSIS OF GLOBALWEBINDEX DATA (Q1 2020) PEOPLE ARE ALSO INCREASINGLY USING IMAGE RECOGNITION TOOLS TO SEARCH WITH IMAGES
- 83. 83 @ESKIMON •SOURCE: GLOBALWEBINDEX (Q1 2020) IMAGE SEARCH IS PARTICULARLY WIDESPREAD ACROSS LATIN AMERICA AND SOUTHEAST ASIA
- 84. 84 @ESKIMON LOWER LEVELSOF USE IN THE WEST MEAN THE PRESS MAY HAVE UNDERESTIMATED ITS IMPACT
- 85. 37 JUL 2020 SOURCE: GLOBALWEBINDEX (Q12020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *ADVISORY: THE WORDING OF THE SURVEY QUESTION THAT INFORMS THIS CHART IS NOT THE SAME AS THE WORDING OF A QUESTION THAT INFORMED A CHART THAT WE INCLUDED IN PREVIOUS REPORTS ABOUT THE USE OF IMAGE SEARCH FUNCTIONALITY. AS A RESULT, VALUES SHOWN HERE ARE NOT COMPARABLE TO VALUES SHOWN IN CHARTS IN PREVIOUS REPORTS. 67% 61% 57% 53% 53% 50% 48% 47% 45% 41% 41% 40% 38% 38% 37% 37% 35% 35% 34% 34% 34% 33% 33% 31% 31% 30% 29% 27% 25% 25% 24% 23% 22% 22% 22% 22% 22% 20% 18% 15% 13% 12% 11% 11% 10% 10% 9% COLOMBIA BRAZIL MEXICO ARGENTINA THAILAND VIETNAM INDONESIA PORTUGAL KENYA TAIWAN PHILIPPINES NIGERIA ROMANIA SOUTHAFRICA SPAIN ISRAEL ITALY MALAYSIA WORLDWIDE CHINA INDIA EGYPT TURKEY SAUDIARABIA U.A.E. HONGKONG POLAND GHANA IRELAND SOUTHKOREA NEWZEALAND RUSSIA CANADA SWEDEN SINGAPORE U.S.A. DENMARK AUSTRALIA U.K. MOROCCO SWITZERLAND NETHERLANDS BELGIUM JAPAN AUSTRIA FRANCE GERMANY PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE IMAGE RECOGNITION TOOLS* (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH USE OF IMAGE RECOGNITION TOOLS ON MOBILE global web index 85
- 86. 86 @ESKIMON •SOURCE: GLOBALWEBINDEX (Q1 2020) YOUNG WOMEN ACCOUNT FOR THE GREATEST SHARE OF TODAY’S IMAGE SEARCH USERS
- 87. 38 JUL 2020 38% 38% 36% 31% 23% 34% 36% 35% 29% 23% SOURCE: GLOBALWEBINDEX(Q1 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD FEMALE MALE PERCENTAGE OF INTERNET USERS WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH USE OF IMAGE RECOGNITION TOOLS ON MOBILE global web index 87
- 88. 88 @ESKIMON IMAGE SEARCHHAS PARTICULAR RELEVANCE TO HIGHLY ‘AESTHETIC’ ECOMMERCE CATEGORIES
- 89. 89 @ESKIMON IT CANALSO POWER AUGMENTED REALITY, AND FACILITATE OFFLINE-TO-ONLINE CONVERSION
- 90.
- 91. 91 @ESKIMON INCLUDE IMAGESOF PRODUCTS FROM MULTIPLE ANGLES TO MAXIMISE IMAGE SEARCH MATCHES
- 92. 92 @ESKIMON HARNESS VISUALPLATFORMS LIKE PINTEREST FOR INCREASED IMAGE SEARCH VISIBILITY
- 93. 93 @ESKIMON FACTOR IMAGESEARCH CONSIDERATIONS INTO PHYSICAL-WORLD DESIGN AND MERCHANDISING
- 94.
- 95. 95 @ESKIMON •SOURCE: GLOBALWEBINDEX (Q1 2020) SOCIAL NETWORKS ARE NOW THE SECOND TOP SOURCE FOR RESEARCH AFTER SEARCH ENGINES
- 96. 96 @ESKIMON •SOURCE: KEPIOS ANALYSIS OF GLOBALWEBINDEX DATA (Q1 2020) PEOPLE IN DEVELOPING ECONOMIES HAVE BEEN PARTICULARLY QUICK TO ADOPT SOCIAL SEARCH
- 97. 69 JUL 2020 SOURCE: GLOBALWEBINDEX (Q12020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 88% 86% 76% 69% 67% 65% 64% 62% 62% 61% 61% 60% 59% 57% 57% 57% 56% 56% 50% 48% 44% 42% 42% 42% 42% 38% 38% 37% 37% 35% 35% 34% 33% 33% 32% 31% 30% 29% 29% 29% 29% 28% 26% 25% 25% 24% 24% KENYA NIGERIA GHANA MOROCCO COLOMBIA ARGENTINA SAUDIARABIA VIETNAM PHILIPPINES INDONESIA SOUTHAFRICA BRAZIL MALAYSIA MEXICO EGYPT ISRAEL TURKEY THAILAND PORTUGAL U.A.E. ROMANIA HONGKONG POLAND WORLDWIDE RUSSIA SINGAPORE SPAIN INDIA TAIWAN SWEDEN DENMARK NEWZEALAND IRELAND CHINA AUSTRALIA CANADA AUSTRIA ITALY SWITZERLAND U.S.A. BELGIUM SOUTHKOREA FRANCE JAPAN NETHERLANDS GERMANY U.K. PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL MEDIA WHEN THEY’RE LOOKING FOR MORE INFORMATION ABOUT BRANDS USE OF SOCIAL MEDIA FOR BRAND RESEARCH global web index 97
- 98. 98 @ESKIMON THIS MAYBE PARTLY DUE TO THE MEDIAN AGE OF INTERNET USERS IN THESE LOCATIONS
- 99. 99 @ESKIMON ~ GlobalWebIndex’sCommerce 2020 Report Amongst 16-24s, social networks have already overtaken search engines as the most popular method of online research.
- 100. 70 JUL 2020 50% 46% 41% 33% 28% 45% 43% 41% 35% 28% SOURCE: GLOBALWEBINDEX (Q12020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD FEMALE MALE PERCENTAGE OF INTERNET USERS WHO USE SOCIAL MEDIA WHEN THEY’RE LOOKING FOR MORE INFORMATION ABOUT BRANDS USE OF SOCIAL MEDIA FOR BRAND RESEARCH global web index 100
- 101. 101 @ESKIMON HOWEVER, VERYFEW BRANDS HAVE OPTIMISED SOCIAL MEDIA ACTIVITIES FOR SOCIAL SEARCH
- 102.
- 103. 103 @ESKIMON ADAPT YOURSOCIAL CONTENT STRATEGY TO ADDRESS SOCIAL SEARCH CONSIDERATIONS
- 104. 104 @ESKIMON ELEMENTS THATCAN ENGAGE AD-HOC AUDIENCES WHO HAVE DISCOVERED INDIVIDUAL SOCIAL MEDIA POSTS VIA SOCIAL SEARCH ELEMENTS THAT CONTRIBUTE TO AN EVOLVING BRAND ‘NARRATIVE’ AND ENGAGE THE BRAND’S REGULAR FOLLOWERS VIA A PLANNED CONTENT CALENDAR STANDALONESEQUENCED & SOCIAL CONTENT CONSIDERATIONS
- 105. 105 @ESKIMON HASHTAGS WORKLIKE KEYWORDS IN SEO, AND ARE CRITICAL TO SOCIAL SEARCH SUCCESS
- 106. 106 @ESKIMON VARIOUS PLATFORMSUSE HASHTAGS AS A KEY INPUT INTO SEARCH INDEXING ALGORITHMS
- 107. 107 @ESKIMON HOWEVER, MANYMARKETERS MAY NEED TO RETHINK THEIR APPROACH TO SOCIAL TAGGING
- 108. 108 @ESKIMON MORE GENERICHASHTAGS ARE ESSENTIAL IF YOU’RE HOPING TO REACH NEW AUDIENCES
- 109.
- 110. 110 @ESKIMON YOU CANADD A MIX OF DIFFERENT KINDS OF TAG TO EACH POST TO IMPROVE VISIBILITY
- 111. 111 @ESKIMON ESSENTIAL FORPHYSICAL-WORLD ENTITIES SUCH AS RETAIL OUTLETS, RESTAURANTS, BARS AND CAFÉS, CLUBS, TOURIST HOTSPOTS, ETC. THEY’RE UNDIFFERENTIATED, BUT GENERIC TAGS ARE THE EASIEST WAY TO APPEAR IN SEARCH RESULTS IF THE SEARCH TERM ISN’T IN YOUR NAME WORK WELL FOR PEOPLE WHO WANT TO SEE ALL POSTS IN A SERIES, BUT UNLIKELY TO CONTRIBUTE MUCH TO ORGANIC SEARCH SUCCESS USEFUL FOR THOSE PEOPLE WHO WANT TO GET MORE OF A FEEL FOR A BRAND’S OVERALL PROPOSITION, PERSONALITY, AND POSITIONING LOCATIONGENERICPRODUCTBRAND TAGS THAT MAY BOOST SOCIAL SEARCH VISIBILITY
- 112. 112 @ESKIMON USE ‘STATUSTEXT’ ON IMAGE AND VIDEO POSTS TO ENABLE SEARCH ALGORITHMS TO INDEX THEM
- 113. 113 @ESKIMON NOTE THATEPHEMERAL FORMATS LIKE ‘STORIES’ WILL LIKELY REDUCE SOCIAL SEARCH VISIBILITY
- 114.
- 115. 115 @ESKIMON •SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES (SEPTEMBER 2020) ECOMMERCE HAS SEEN A SURGE IN ADOPTION AND USAGE FREQUENCY DUE TO COVID-19
- 116. 111 APR 2020 44% 50% 48% 40% 33% 47% 55% 52% 44% 30% SOURCE: GLOBALWEBINDEX’S CORONAVIRUSMULTI-MARKET STUDY (WAVE 2, APRIL 2020). *NOTE: FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS AGED 16 TO 64 IN AUSTRALIA, BRAZIL, CANADA, CHINA, FRANCE, GERMANY, INDIA, IRELAND, ITALY, JAPAN, NEW ZEALAND, PHILIPPINES, SINGAPORE, SOUTH AFRICA, SPAIN, THE UNITED KINGDOM, AND THE UNITED STATES. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN MARCH 31 AND APRIL 02, 2020. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD FEMALE MALE PERCENTAGE OF INTERNET USERS OF EACH AGE AND GENDER IN SELECT COUNTRIES* WHO SAY THEY’RE SPENDING MORE TIME SHOPPING ONLINE COVID-19: SPENDING MORE TIME SHOPPING ONLINE global web index 116
- 117. 113 APR 2020 SOURCE: GLOBALWEBINDEX’S CORONAVIRUSMULTI-MARKET STUDY (WAVE 2, APRIL 2020). *NOTE: FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS AGED 16 TO 64. PERCENTAGES REFLECT THE NUMBER OF RESPONDENTS WHO SAY THEY HAVE BEEN SPENDING EITHER A LITTLE MORE OR A LOT MORE TIME SHOPPING ONLINE SINCE THE START OF THE COVID-19 CRISIS. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN MARCH 31 AND APRIL 02, 2020. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 33% 29% 27% 19% 17% 15% 12% 9.9% 9.7% 9.6% 7.7% 5.1% 3.6% FOOD& GROCERIES HOUSEHOLD ESSENTIALS PERSONALCARE PRODUCTS CLOTHES ENTRETAINMENT ITEMS COSMETICS& BEAUTYPRODUCTS CHOCOLATE TREATSFOR YOURSELF HOME& GARDEN ALCOHOL HOMEAPPLIANCES &FURNITURE GIFTSFOR OTHERPEOPLE VACATIONS PERCENTAGE OF INTERNET USERS AGED 16 TO 64 IN SELECTED COUNTRIES* WHO SAY THEY’RE SHOPPING MORE ONLINE FOR EACH PRODUCT TYPE COVID-19: INCREASE IN ECOMMERCE INTEREST BY ITEM global web index 117
- 118. 118 @ESKIMON AS WELLAS BOOSTING REVENUES, THESE NEW HABITS MAY HAVE LONGER-TERM IMPLICATIONS
- 119. 119 @ESKIMON THE RESULTINGINCREASE IN FREQUENCY MAY BOOST OVERALL FAMILIARITY AND CONFIDENCE
- 120. 120 @ESKIMON •SOURCE: GLOBALWEBINDEX CORONAVIRUS MULTI-MARKET STUDY (WAVE 5, JULY 2020) 49% OF US SAY WE EXPECT TO CONTINUE SHOPPING ONLINE MORE FREQUENTLY TOO
- 121. 159 JUL 2020 SOURCE: GLOBALWEBINDEX’S CORONAVIRUSMULTI-MARKET STUDY (WAVE 5, JULY 2020). *NOTE: FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS AGED 16 TO 64 IN AUSTRALIA, BELGIUM, BRAZIL, CHINA, FRANCE, GERMANY, INDIA, ITALY, JAPAN, NEW ZEALAND, PHILIPPINES, POLAND, ROMANIA, SINGAPORE, SOUTH AFRICA, SPAIN, THE UNITED KINGDOM, AND THE UNITED STATES. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN 29 JUNE AND 02 JULY, 2020. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 59% 55% 55% 53% 50% 49% 46% 44% 44% 38% 36% 36% 36% 31% 30% 29% 28% 28% 23% INDIA SOUTHAFRICA CHINA BRAZIL PHILIPPINES AVERAGE POLAND SINGAPORE ROMANIA U.K. U.S.A. SPAIN ITALY GERMANY NEWZEALAND AUSTRALIA FRANCE BELGIUM JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64* WHO SAY THEY EXPECT TO SHOP ONLINE MORE FREQUENTLY EVEN AFTER THE PANDEMIC ENDS COVID-19: MORE LIKELY TO SHOP ONLINE global web index 121
- 122. 122 @ESKIMON •SOURCE: GLOBALWEBINDEX CORONAVIRUS MULTI-MARKET STUDY (WAVE 5, JULY 2020) PLANS TO CONTINUE SHOPPING ONLINE REMAIN HIGH EVEN AMONGST OLDER USERS
- 123. 158 JUL 2020 48% 47% 51% 45% 38% 55% 51% 51%50% 37% SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 5, JULY 2020). *NOTE: FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS AGED 16 TO 64 IN AUSTRALIA, BELGIUM, BRAZIL, CHINA, FRANCE, GERMANY, INDIA, ITALY, JAPAN, NEW ZEALAND, PHILIPPINES, POLAND, ROMANIA, SINGAPORE, SOUTH AFRICA, SPAIN, THE UNITED KINGDOM, AND THE UNITED STATES. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN 29 JUNE AND 02 JULY, 2020. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD FEMALE MALE PERCENTAGE OF INTERNET USERS IN EACH AGE GROUP* WHO SAY THEY EXPECT TO SHOP ONLINE MORE FREQUENTLY EVEN AFTER THE PANDEMIC ENDS COVID-19: MORE LIKELY TO SHOP ONLINE global web index 123
- 124. 124 @ESKIMON •SOURCE: CONTENTSQUARE (JULY 2020) THIS ENDURING UPLIFT IS CLEARLY VISIBLE IN THE VOLUME OF ECOMMERCE TRANSACTIONS
- 125. 164 JUL 2020 SOURCE: CONTENTSQUARE (JULY2020). NOTES: FIGURES REPRESENT INDICES THAT COMPARE RESPECTIVE ECOMMERCE TRANSACTION LEVELS IN THE WEEKS ENDING ON THE DATES SHOWN IN THE CHART TO A PRE-PANDEMIC BENCHMARK BASED ON AVERAGE WEEKLY TRANSACTION LEVELS BETWEEN 06 JAN AND 16 FEB 2020. PRE-COVID W/E23FEB W/E01MAR W/E08MAR W/E15MAR W/E22MAR W/E29MAR W/E05APR W/E12APR W/E19APR W/E26APR W/E03MAY W/E10MAY W/E17MAY W/E24MAY W/E31MAY W/E07JUN W/E14JUN W/E21JUN W/E28JUN W/E05JUL W/E12JUL 100 91 98 99 99 104 110 128 133 148 144 148 144 139 136 134 135 131 129 119 127 119 WEEKLY ECOMMERCE TRANSACTION INDEX OVER THE COURSE OF THE COVID-19 PANDEMIC, COMPARED TO PRE-PANDEMIC BENCHMARK LEVELS COVID-19: ECOMMERCE TRANSACTION INDEX 125
- 126. 167 JUL 2020 SOURCE: CONTENTSQUARE (JULY2020). NOTES: FIGURES REPRESENT THE AVERAGE CHANGE IN CATEGORY ECOMMERCE TRANSACTIONS DURING THE WEEK ENDING 12 JUL 2020 COMPARED TO PRE-PANDEMIC BENCHMARKS BASED ON AVERAGE WEEKLY ECOMMERCE TRANSACTIONS FOR THE RESPECTIVE CATEGORY BETWEEN 06 JAN AND 16 FEB 2020. +83.4% +66.5% +45.9% +41.8% +41.6% +30.7% +25.9% +22.6% +19.7% +17.1% +13.6% +1.8% -30.0% SPORTS EQUIPMENT SUPERMARKETS RETAIL TECH HOME FURNISHINGS & DIY COSMETICS MEDIA BANKING & INSURANCE LUXURY ITEMS FASHION JEWELLERY & WATCHES TELECOMS RETAIL HEALTHCARE TOURISM CHANGE IN ECOMMERCE TRANSACTIONS BY INDUSTRY IN THE WEEK ENDING 12 JULY 2020, COMPARED TO PRE-PANDEMIC BENCHMARKS COVID-19: IMPACT ON ECOMMERCE TRANSACTIONS 126
- 127. 127 @ESKIMON •SOURCE: STATISTA DIGITAL MARKET OUTLOOK (ACCESSED SEPTEMBER 2020) WE CAN EXPECT TO SEE THIS TRANSLATE INTO A SIGNIFICANT UPLIFT IN ONLINE SPEND TOO
- 128. 128 SEP 2020 $1.38T $1.65T $1.92T $2.41T $2.70T $2.94T SOURCE: STATISTA DIGITALMARKET OUTLOOK (ACCESSED SEPTEMBER 2020). SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: FIGURES REPRESENT ONLINE B2C SPEND ON CONSUMER CATEGORIES ONLY (FASHION & BEAUTY, ELECTRONICS & PHYSICAL MEDIA, FOOD & DRINK, FURNITURE & APPLIANCES, AND TOYS, HOBBIES, & DIY), AND DO NOT INCLUDE B2C SPEND ON CATEGORIES SUCH AS TRAVEL, ACCOMMODATION, OR DIGITAL CONTENT SUCH AS DOWNLOADS OR STREAMING SERVICES, OR ON ANY B2B PURCHASES. 2017 2018 2019 2020 2021 2022 +20% +16% +26% +12% +9% ANNUAL GLOBAL SPEND ON ONLINE B2C PURCHASES OF CONSUMER GOODS* IN TRILLIONS OF U.S. DOLLARS, WITH YEAR-ON-YEAR CHANGE GLOBAL ECOMMERCE SPEND ON CONSUMER GOODS
- 129. 129 @ESKIMON •SOURCE: KEPIOS ANALYSIS OF DATA FROM PPRO (MARCH 2020) AND WORLDPAY (MARCH 2020) HOWEVER, ECOMMERCE STILL HAS A LONG WAY TO GO BEFORE IT MATCHES ‘OFFLINE’ RETAIL
- 130. 152 JUL 2020 SOURCE: PPRO PAYMENTS& ECOMMERCE REPORTS 2019-2020 (MARCH 2020). 24% 19% 17% 16% 16% 16% 15% 15% 13% 13% 12% 11% 10% 10% 10% 10% 9% 9% 9% 8% 8% 8% 8% 7% 7% 7% 7% 7% 6% 5% 5% 5% 5% 5% 5% 4% 4% 4% 4% 4% 4% 4% 3% 3% 3% 3% 3% 3% 2% 2% 2% 2% 2% 2% 1% 1% 1% 1% CHINA U.K. TAIWAN SOUTHKOREA GERMANY WORLDWIDE U.S.A. BELGIUM DENMARK NORWAY FINLAND FRANCE CZECHIA NETHERLANDS SWEDEN SWITZERLAND AUSTRALIA JAPAN SAUDIARABIA NEWZEALAND CANADA AUSTRIA SLOVAKIA ESTONIA KAZAKHSTAN ROMANIA ISRAEL SPAIN SINGAPORE CHILE LITHUANIA RUSSIA TURKEY HUNGARY POLAND INDIA INDONESIA LATVIA UKRAINE U.A.E. ITALY PORTUGAL ARGENTINA BRAZIL COLOMBIA PERU URUGUAY EGYPT MALAYSIA PHILIPPINES THAILAND BULGARIA SOUTHAFRICA MEXICO VIETNAM KENYA MOROCCO NIGERIA CONSUMER ECOMMERCE SPEND AS A PERCENTAGE OF TOTAL CONSUMER RETAIL SPEND (PPRO DATA) ECOMMERCE SPEND vs. TOTAL RETAIL SPEND 130
- 131.
- 132. 132 @ESKIMON AN ‘OMNICHANNEL’APPROACH TO RETAIL AND MARKETING OFFERS THE GREATEST OPPORTUNITY
- 133. 133 @ESKIMON ACCELERATE ECOMMERCEINITIATIVES TO MATCH EVOLVING CONSUMER BEHAVIOUR
- 134. 134 @ESKIMON HOWEVER, BALANCEIS STILL KEY, SO AVOID PUTTING ALL YOUR EGGS IN JUST ONE BASKET
- 135. 135 @ESKIMON A SHIFTIN THE INTERNET’S CENTRE OF GRAVITY #5
- 136. 136 @ESKIMON •SOURCE: KEPIOS ANALYSIS OF DATA FROM ALEXA, SEMRUSH, SIMILARWEB, AND VARIOUS SOCIAL MEDIA PLATFORMS (SEPTEMBER 2020) ASIA’S DIGITAL BRANDS ARE GAINING INCREASING GLOBAL INTEREST AND MOMENTUM
- 137. 31 JUL 2020 SOURCE: ALEXA (JULY2020). *NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATA SHOWN HERE ARE NOT RESTRICTED TO ACTIVITIES ON ‘ALEXA’ VOICE-POWERED PLATFORMS. ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT VISITORS SPEND ON EACH SITE, ON DAYS THEY VISIT EACH SITE, MEASURED IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. # WEBSITE TIME / DAY PAGES / DAY # WEBSITE TIME / DAY PAGES / DAY 01 GOOGLE.COM 14M 15S 15.74 02 YOUTUBE.COM 14M 14S 8.00 03 TMALL.COM 6M 54S 2.94 04 BAIDU.COM 8M 52S 4.48 05 QQ.COM 3M 42S 4.02 06 FACEBOOK.COM 18M 48S 8.26 07 SOHU.COM 3M 44S 4.70 08 LOGIN.TMALL.COM 5M 05S 1.00 09 TAOBAO.COM 4M 34S 3.59 10 YAHOO.COM 4M 39S 4.43 11 360.CN 3M 16S 4.03 12 JD.COM 3M 32S 4.47 13 AMAZON.COM 9M 27S 8.56 14 WIKIPEDIA.ORG 4M 01S 3.03 15 PAGES.TMALL.COM 1M 16S 1.49 16 SINA.COM.CN 2M 55S 3.55 17 WEIBO.COM 3M 03S 3.69 18 LIVE.COM 5M 03S 5.22 19 REDDIT.COM 5M 45S 4.43 20 ZOOM.US 7M 54S 3.61 RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO ALEXA*, BASED ON TOTAL GLOBAL WEBSITE TRAFFIC WORLD’S MOST VISITED WEBSITES (ALEXA) 137
- 138. 138 @ESKIMON •SOURCE: KEPIOS ANALYSIS OF DATA FROM ALEXA, SEMRUSH, SIMILARWEB, AND VARIOUS SOCIAL MEDIA PLATFORMS (SEPTEMBER 2020) ASIA’S INTERNET BRANDS ARE INCREASINGLY POPULAR WITH INTERNATIONAL AUDIENCES
- 139. 67 JUL 2020 SOURCES: KEPIOS ANALYSIS;COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (ALL LATEST AVAILABLE DATA). NOTES: PLATFORMS IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILL BE LESS RELIABLE. FIGURES FOR PLATFORMS IDENTIFIED BY (**) ARE BASED ON THE LATEST ADVERTISING AUDIENCE REACH FIGURES REPORTED IN EACH RESPECTIVE PLATFORM’S SELF-SERVICE ADVERTISING TOOLS (JULY 2020). FIGURE FOR TIKTOK DOES NOT INCLUDE DOUYIN. 2,603 2,000 2,000 1,300 1,203 1,082 800 694 550 517 430 400 400 397 367 326 FACEBOOK YOUTUBE* WHATSAPP FB MESSENGER* WEIXIN / WECHAT INSTAGRAM** TIKTOK QQ SINA WEIBO QZONE REDDIT DOUYIN KUAISHOU SNAPCHAT** PINTEREST TWITTER** DATA UPDATED TO: 16 JULY 2020 BASED ON MONTHLY ACTIVE USERS, ACTIVE USER ACCOUNTS, OR ADDRESSABLE ADVERTISING AUDIENCES (IN MILLIONS) THE WORLD’S MOST-USED SOCIAL PLATFORMS 139
- 140. 140 @ESKIMON THE IMPLICATIONSOF THIS TREND GO WELL BEYOND INDIVIDUAL PLATFORM PREFERENCES
- 141. 141 @ESKIMON GREATER USEOF ASIAN PLATFORMS MAY RESHAPE GLOBAL UX AND UI EXPECTATIONS
- 142. 142 @ESKIMON •SOURCE: KEPIOS ANALYSIS (SEPTEMBER 2020) PHENOMENA SUCH AS LIVESTREAM COMMERCE ARE ALSO GAINING MORE WIDESPREAD APPEAL
- 143. 143 @ESKIMON TIKTOK’S HUGEPOPULARITY DEMONSTRATES THE POTENTIAL OF NEW ALGORITHMIC APPROACHES
- 144. 144 @ESKIMON ASIA’S INTERNETTRENDS ARE ALREADY STARTING TO RESHAPE WESTERN PLATFORMS
- 145. 145 @ESKIMON MEANWHILE, USERSIN ASIA OFFER A GROWING OPPORTUNITY FOR WESTERN DIGITAL BRANDS
- 146. 146 @ESKIMON ASIA OFFERSSIGNIFICANT OPPORTUNITIES FOR GROWTH, ESPECIALLY IN ECOMMERCE
- 147. OCEANIA SOUTHEASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 147 JUL 2020 SOURCES: KEPIOS ANALYSISOF DATA FROM VARIOUS SOURCES. NOTES: THE 3 REGIONS DENOTED BY A GOLD STAR () ACCOUNT FOR MORE THAN HALF OF THE WORLD’S TOTAL INTERNET USERS. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME. 0.7% 9.7% 24.1% 17.7% 0.9% 4.4% 0.9% 2.3% 1.0% 3.6% 2.9% 5.2% 2.9%4.0% 2.2% 7.0% 0.6%2.7% 7.3% PERCENTAGE OF THE WORLD’S INTERNET USERS LIVING IN EACH REGION SHARE OF GLOBAL INTERNET USERS BY REGION
- 148. 148 @ESKIMON •SOURCE: KEPIOS ANALYSIS OF DATA FROM STATISTA DIGITAL MARKET OUTLOOK (ACCESSED SEPTEMBER 2020) ECOMMERCE ARPU TENDS TO BE LOWER IN THESE REGIONS COMPARED TO GLOBAL LEVELS
- 149. 216 JAN 2020 SOURCE: STATISTA DIGITALMARKET OUTLOOK (ACCESSED JANUARY 2020). SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: FIGURES REPRESENT ONLINE B2C SPEND ON CONSUMER CATEGORIES ONLY (FASHION & BEAUTY, ELECTRONICS & PHYSICAL MEDIA, FOOD & DRINK, FURNITURE & APPLIANCES, AND TOYS, HOBBIES, & DIY), AND DO NOT INCLUDE B2C SPEND ON CATEGORIES SUCH AS TRAVEL, ACCOMMODATION, OR DIGITAL CONTENT SUCH AS DOWNLOADS OR STREAMING SERVICES, OR ON ANY B2B PURCHASES. $1,441 $1,389 $1,326 $1,269 $1,157 $1,094 $1,031 $1,021 $1,016 $1,003 $950 $903 $891 $873 $849 $835 $758 $638 $605 $577 $520 $499 $442 $426 $401 $368 $190 $185 $158 $140 $124 $120 $119 $111 $111 $109 $96 $73 $59 $54 $49 $44 $42 $41 $20 SOUTHKOREA U.S.A. U.K. SWEDEN AUSTRALIA GERMANY NETHERLANDS CHINA SWITZERLAND JAPAN FRANCE CANADA HONGKONG AUSTRIA DENMARK NEWZEALAND IRELAND ISRAEL BELGIUM SINGAPORE SPAIN WORLDWIDE PORTUGAL U.A.E. ITALY POLAND RUSSIA MALAYSIA TURKEY MEXICO THAILAND BRAZIL ARGENTINA INDONESIA COLOMBIA SOUTHAFRICA EGYPT SAUDIARABIA GHANA VIETNAM INDIA NIGERIA KENYA MOROCCO PHILIPPINES AVERAGE AMOUNT SPENT ON ONLINE PURCHASES OF CONSUMER GOODS* BY EACH ECOMMERCE USER IN 2019, IN U.S. DOLLARS ECOMMERCE ARPU: CONSUMER GOODS PURCHASES 149
- 150.
- 151. 151 @ESKIMON •SOURCE: KEPIOS ANALYSIS OF DATA FROM STATISTA DIGITAL MARKET OUTLOOK (ACCESSED SEPTEMBER 2020) ASIA WILL ACCOUNT FOR ALMOST 60% OF GLOBAL B2C ECOMMERCE SPEND IN 2020
- 152. 152 @ESKIMON •SOURCE: STATISTA DIGITAL MARKET OUTLOOK (ACCESSED SEPTEMBER 2020) PROJECTED B2C ECOMMERCE SPEND IN 2020: WORLDWIDE PROJECTED B2C ECOMMERCE SPEND IN 2020: ASIA vs $2.41 TRILLION$1.41 TRILLION ASIA’S SHARE OF GLOBAL ECOMMERCE
- 153. 153 @ESKIMON WITH ARPUIN ASIA STARTING FROM A LOW BASE, EXPONENTIAL GROWTH IS A POSSIBILITY
- 154. 154 @ESKIMON •SOURCE: KEPIOS ANALYSIS OF DATA FROM A VARIETY OF SOURCES (SEPTEMBER 2020) RAPIDLY INCREASING USER NUMBERS RESULT IN AN EVEN MORE COMPELLING OPPORTUNITY
- 155.
- 156. 156 @ESKIMON •SOURCE: BASED ON KEPIOS ANALYSIS OF DATA FROM STATISTA DIGITAL MARKET OUTLOOK (ACCESSED SEPTEMBER 2020) THE OPPORTUNITIES IN ASIA ARE ALREADY TOO BIG TO IGNORE, AND THEY’RE STILL GROWING
- 157.
- 158. 158 @ESKIMON TRACK TRENDSIN ASIA TO IDENTIFY NEW USER EXPECTATIONS AND VALUABLE COMMERCIAL OPPORTUNITIES ECOMMERCE IS A GROWING OPPORTUNITY, BUT OFFLINE CHANNELS ARE STILL CRITICAL, SO OMNICHANNEL WINS ENSURE CONTENT ADDRESSES THE NUANCES OF VOICE SEARCH, IMAGE SEARCH, AND SEARCH ON SOCIAL MEDIA FOCUS ON 1 OR 2 PLATFORMS FOR ORGANIC SOCIAL POSTS, BUT EXPERIMENT WITH OTHER PLATFORMS VIA PAID MEDIA AS DIGITAL BECOMES MORE MULTI-DIMENSIONAL, GO BEYOND ADS TO IDENTIFY MORE TANGIBLE ‘VALUE-ADDS’ THE RISE OF THE EAST ECOMMERCE GROWTH THE EVOLUTION OF SEARCH A BALANCED SOCIAL MIX ACCELERATING ADOPTION SEIZING THE DIGITAL OPPORTUNITY
- 159.
- 160.
- 161.