online shopping trends -_new
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Global Trends in
Online Shopping
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A Nielsen Global
Consumer Report
June 2010
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Online Shopping Around the World
The Internet has transormed man! aspe"ts o lie# but perhaps none more so than
ho$ $e shop or goods and ser%i"es& While it's still ni"e to stop b! a store to tou"h
and see produ"ts# the "on%enien"e o online shopping "an't be beat& And or some
ser%i"es# su"h as boo(ing tra%el or bu!ing "on"ert ti"(ets# the abilit! to do so online
has made the pro"ess mu"h easier and more ei"ient&
The Nielsen Compan! "ondu"ted a sur%e! in )ar"h 2010 and
polled o%er 2*#000 Internet+ users in ,, mar(ets rom Asia -a"ii"#
.urope# )iddle .ast# North Ameri"a and South Ameri"a to loo( at
ho$ "onsumers shop online/ $hat the! intend to bu!# ho$ the! use
%arious sites# the impa"t o so"ial media and other a"tors that "ome
into pla! $hen the! are tr!ing to de"ide ho$ to spend their mone!&
What $e ound $as that there are some produ"ts bought online that
are uni%ersal# and others that still ha%e !et to build a signii"ant
share o trade& urther# $hile "he"(ing online re%ie$s are popular
or some
produ"tsparti"ularl! "onsumer ele"troni"s and "arsshoppers
still trust the re"ommendations o riends and amil! most&
Vacations are High Priority for
Planned Online Purchases
Global online "onsumers sa! that boo(s and "lothing $ill
"ontinue to top the list or planned online pur"hases in the
net si months# $hi"h ollo$s the trend reported in a
2003 Nielsen sur%e! $here 45 per"ent o global
"onsumers said the! pur"hased boo(s in the past threemonths and 41 per"ent bought "lothing online&
6o$e%er# intent to pur"hase airline ti"(ets and to boo( tours and
hotel reser%ations sho$ signs the e"onom! is impro%ing& In a"t#
"ompared to 2003 $here 24 per"ent o "onne"ted "onsumers
said the! pur"hased airline ti"(ets online and 1* per"ent made
hotel7tour reser%ations %ia the Internet# intent
to ma(e tra%el arrangements online in 2010 has in"reased se%en
per"entage points and nine per"entage points respe"ti%el!&
Other engaging produ"ts and ser%i"es tagged or uture
online pur"hases in"lude ele"troni" e8uipment#
"osmeti"s7nutrition supplies# e%ent ti"(ets# "omputer
hard$are# %ideos79:9's7 games and gro"eries&
What produ"t7ser%i"es
do !ou intend to
pur"hase online in the
net 5 months;
Global Average
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2
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Online-Only Shops Have reatest lo!alSite "ppeal
Globall!# one?third o online "onsumers sa! the! primaril! do
their Internet shopping at retailers that ha%e onl! an online
presen"e @su"h as Amaon&"omB# ollo$ed b! an e8ual 20
per"ent o respondents $ho preer sites that also ha%e
traditional bri"( and mortarD stores and those that allo$ !ou
to sele"t produ"ts rom man! dierent online stores& Onl! 15
per"ent o respondents globall! indi"ate the!
ha%e ne%er shopped online&
Site preeren"es %ar! a"ross the $orld& 6al o NorthAmeri"ans said the! most re8uentl! pur"hase rom
online?onl! stores# $hile one?third o Eatin Ameri"ans
preer sites that also ha%e traditional oline stores& Almost
hal @4*FB o online "onsumers in the )iddle .ast# Ari"a
and -a(istan sa! the! ha%e ne%er shopped online&
What (ind o $ebsites do !ou pur"hase rom
most re8uentl! $hen shopping online;
1# 15 1$ 17
16
#%1# 47 7 &%
17
' #$ &%4$
#414#1
$&1
8
1# 11 1%
#41$
&1
8 &%17
1%
A- .
).A- EA
NA
Global
I ha%e ne%er shopped online&
A%er
ageSites that allo$ !ou to sele"t produ"ts rom man! dierent onlinestores
Sites or stores that !ou "an onl! shop at onlineSites that also sell their produ"ts through "atalogs or o%er thephoneSites that also ha%e traditional Hbri"( and mortarHstores
Base : All respondentsn=27,665Consumer Confidence Surve ! "# 2$#$ >%ield dates &arc' (, 2$#$ ! &arc' 2(,2$#$
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(op 5 Products)Services lo!al *onsu+ers
,pect to Purchase Online in the .et 6 /onths
Ran( -rodu"t
1
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Opinions *ount
One o the great beneits o online shopping is the abilit! read
others' re%ie$s o a produ"t# be the! eperts or simpl! ello$shoppers& These opinions are most important $hen it "omes
to pur"hasing "onsumer ele"troni"s/ ,* per"ent o online
respondents "onsider re%ie$s prior to bu!ing& Re%ie$s on
"ars @4,FB and sot$are @*FB rounded out the top three
most important online inluen"es $hen ma(ing a pur"hase&
Online re%ie$s and peer re"ommendations also pla!ed
a (e! role or shoppers resear"hing uture pur"hases o
"onsumer ele"troni"s# "ars and tra%el# and 40 per"ent o
online shoppers indi"ate the! $ould not e%en bu!
ele"troni"s $ithout "onsulting online re%ie$s irst&
-it! the produ"t or retailer that "onsumers don't li(e/
$hile most online "onsumers @,3FB said that the! are
not more li(el! to share a negati%e produ"t eperien"e
online %ia T$itter or $riting a re%ie$# 41 per"ent $ould&
I am more li(el! to share @$rite about7T$eet#
re%ie$# et"B a negati%e rather than a positi%e
produ"t eperien"e online
5157 6% 5$
67 68
'
4$4# 4% 41
## #&
A- EA ).A- . NAGlob
alA%er
agees
No
Base : All respondentsn=27,665
Consumer Confidence Surve ! "# 2$#$ >%ield dates &arc' (, 2$#$ ! &arc' 2(,2$#$
I $ould not bu! the ollo$ing produ"ts
$ithout "onsulting online re%ie$s/
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Global Average
Consumer ele"troni"s 4%
A "ar #8
Sot$are
&8
Tele"ommuni"ations ser%i"es &&
Cosmeti"s &1
)edi"ation &%
Gaming de%i"es 1$'
-ersonal "are produ"ts 18
Insuran"e 18
Airline ti"(ets 18
ood 17
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Credit "ards 15
Other 1$
Base : All respondents n=27,665
Consumer Confidence Surve ! "# 2$#$ >%ield dates &arc' (, 2$#$ ! &arc' 2(, 2$#$
(op 1% lo!al Sites !y ' "ctive0each
1 Google 8178'
2 )SN7Windo$s Ei%e7
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Online Shopping Around the WorldRegional round?up
Consumers all around the $orld shop online# but $hat the!'re bu!ing and ho$ the!
use produ"t re%ie$s and so"ial media to inluen"e their de"isions %ar! $idel!&
"sia PacificChinese and Morean online "onsumers are the most prolii"
online shoppers in the Asia -a"ii" region $ith 3, per"ent o
Internet users intending to ma(e a $eb pur"hase in the net
si months& Con%ersel!# o%er one?ourth o online
"onsumers in 6ong Mong @2*FB and Thailand @25FB and
one?ith o residents in Japan# Ne$ ealand# Indonesia and
Australia do not plan an online pur"hase in the up"omingmonths&
Moreans $ho shop online are most li(el! to bu! boo(s# "osmeti"s#
"lothing7a""essories7shoes and gro"eries %ia the Internet in the
net si months& While "onne"ted Chinese also a%or boo(s and
"lothes# 40 per"ent plan to
ma(e an ele"troni" pur"hase
online& Web?sa%%! )ala!sians
li(e online shopping or
boo(ing tra%el# $ith airline
ti"(ets and hotel7tour
reser%ations the top pi"(s&
)ore online Australians intend
to pur"hase e%ent ti"(ets and
non?do$nloadable%ideos79:9s7games than an!
other in the region& And one?
ith o online Indian shoppers
plan to bu! non?do$nloadable
musi"&
Total online spending as a
per"entage o total monthl!
spending %aries b! "ountr!
$ith Chinese and Morean
online "onsumers allo"ating
the most %ia the $eb than
an! other in the region&
Online "onsumers in Ne$
ealand# Australia# )ala!sia
and 6ong Mong allo"ate the
least&
What is !our online shopping spendingper"entage o total monthl! spending;
Asia *acific 9egion
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1 # & 1
5 1& 1% 5$18
&& &6&5
' #6
1 & 11
6 &8
$16
16
&4
&% &7
&1 &
1 77 4
11$
1$
&7 &6
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1 1 & #
6 51% 1%
1% 11
1$ &&
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#1 ##
#4 #1
#4
6# 6#
4%
&5
A CN 6M I9
71
56
N -6
SG
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5& 5%
#4 #5
T6 TW :N A-
A%erage
Eess than ,F
Base: All respondents s'oppingonline in "27 n=56#(
Consumer Confidence Surve !"# 2$#$ >%ield dates &arc' (,2$#$ ! &arc' 2(, 2$#$
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,
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W
hatprodu"t7ser%i"
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onths
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.orth "+erica6al o online Ameri"ans a%or sites or stores that "an onl! be
shopped online and the maorit! o Canadian $eb shoppers aresplit bet$een a preeren"e or online?onl! sites @1FB and
those that ha%e traditional ph!si"al stores @13FB
The list o produ"ts and ser%i"es that are a%ored b! Ameri"an
and Canadian online shoppers is almost identi"al&
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+ort' America 9egion
&815 17
6 7
1%
'5% 4$
#1
1&11 11
1$ 17 17
CA SNA
A%erage
I ha%e ne%er shopped online
Sites that allo$ !ou to sele"t produ"ts rom man! dierent online
stores Sites or stores that !ou "an onl! shop at online
Sites that also sell their produ"ts through "atalogues or o%er the
phone Sites that also ha%e traditional Hbri"( and mortarH stores
Base : All respondents n=#,$$
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Consumer Confidence Surve ! "# 2$#$ >%ield dates &arc' (, 2$#$ ! &arc' 2(, 2$#$
(op 1% 2S Sites !y ' "ctive0each
1 Google 75$6'
2 ahooK 65%1'
a"eboo( 61$&'
4 )SN7Windo$sEi%e7
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3atin "+ericaConne"ted
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>atin America 9egion
11 #1 &7 &4 &7 1$
1#
&4 1#14 && 1#
17
&5' 8&%
17&5
&5 4& $1&
551% $
1# #4&6
1$ 1$ 7
1& 1%
AR
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/iddle ,ast ) "frica ) PaistanShopping online is the most under?de%eloped in the )iddle
.ast# Ari"a and -a(istan region& Almost hal @4*FB oonline "onsumers indi"ate the! ha%e ne%er made an online
pur"hasethe highest per"ent o an! other region in the
$orld& O those "onne"ted "onsumers $ho ha%e online
a""ess# one?third sa! the! do not plan on ma(ing a
pur"hase in the net si months&
The most popular produ"ts and ser%i"es or planned online
pur"hase a"ross the ).A- region are boo(s @23FB# airline
ti"(ets7reser%ations @24FB and ele"troni" e8uipment su"h
as T:'s and "ameras @2FB& Other popular planned online
pi"(s or South Ari"ans are e%ent ti"(ets @FB and non?
do$nloadable musi" @25FB& Online residents o the nitedArab .mirates intend to boo( tra%el @2*FB and bu! "lothing
@2,FB& Web?sa%%! -a(istanis $ill loo( online to bu!
"omputer hard$are @2,FB and "lothing @1LFB# although
the! also lead the region sa!ing the! do not plan on
ma(ing an online pur"hase in the net si months @LFB&
So"ial media is not !et pla!ing mu"h o a role in inluen"ing
"onsumers' pur"hasing online# but online Saudis are most
li(el! to use su"h sites to help ma(e bu!ing de"isions& While
the maorit! on online "onsumers in the region are not more
li(el! to share a negati%e rather than a positi%e eperien"e
online# .g!ptians and Saudis are more li(el! than an! other inthe region& Online re%ie$s and opinions $ere most important
$hen bu!ing and resear"hing "ars# sot$are
and "onsumer ele"troni"s&
I am more li(el! to share @$rite about7T$eet#
re%ie$# et"&B a negati%e rather than a
positi%e produ"t eperien"e online/
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&iddle
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online
consu
mers
indica
te
t'e
'ave
never made
an online
purc'ase
3
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Countr! Abbre%iations Region Abbre%iations
Argentina AR )ala!sia ) A- Asia -a"ii"
Australia A )ei"o )P . .uropeAustria AT Netherlands NE EA Eatin Ameri"a
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nielsenco+&Cop!right Q 2010The NielsenCompan!& All rightsreser%ed& -rodu"edin the &S&A&
Nielsen and the Nielsen logo are trademar(s orregistered trademar(s o CT7ACNTrademar(s# E&E&C& 1071,31
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