In a world where connectivity and hence online commerce are important areas of focus, Digitas has taken a close look at latest retail trends in 15 countries in its 2016 Connected Commerce study. In this study, Digitas has explored the markets of Australia, Belgium, China, Denmark, France, Germany, Hong Kong, India, Italy, the Netherlands, Singapore, Spain, Sweden, the UK and the USA.
The global study, which was developed and led by Digitas in France, focusses on the behaviours of consumers who have bought something online in the last 30 days and also includes insights garnered via Digitas’s proprietary IDIOM data platform.
The key findings of the study include:
#1. Mobile commerce
People around the world are increasingly shopping with their phones. But nowhere is the behaviour more prevalent than Asia with over 95 per cent of Singaporeans surveyed claiming to have made a mobile purchase. And while they buy less on their phones, consumers in Hong Kong, China and India, spend more time on their phone per day than Singaporeans.
#2. Impatience is a virtue
18 per cent of shoppers worldwide expect products bought online to be delivered within one day. Consumers from the Netherlands are the most impatient, with 38 per cent expecting delivery within a day, while Danish customers are the most relaxed (7 per cent).
#3. Second opinion
78 per cent of online shoppers globally look for other shoppers’ opinions online before making a purchase. This behaviour is most prevalent in Asia, with consumers in China (95 per cent), Hong Kong (89 per cent), India (89 per cent) and Singapore (88 per cent) most likely to look for opinions before buying.
#4. Friends and family
35 per cent of consumers consult friends and family before buying online. German consumers are most likely to pay attention to the opinions of their friends and family (44 per cent) while Italians are least likely (22 per cent).
#5. Death of a salesmanOnly 10 per cent of shoppers globally say that the expertise of salespeople is the factor that is most likely to make them shop in-store rather than online, compared to 38 per cent who say that the ability to test products is the main draw. The salesperson’s craft is most valued in Denmark, with 19 per cent saying it is the factor which is most likely to make them shop in-store, and least valued in the US (5 per cent).
29 per cent of consumers globally shop online using wearable devices. Chinese and Indian shoppers are most likely to shop via a wearable (both 48 per cent) while shoppers from the Netherlands are least likely (11 per cent).
Fern Miller, Chief Marketing Officer, International at Digitas said, “Connected Commerce 2016 shows us the wider context of shoppers’ decision making, in-store, online, and beyond. Whether it’s browsing for fashion in bed or shopping with a wearable, our customers are finding new ways to choose the things they want, and by looking at a connected view of the sales journey, smart brands can find ways to improve their service and ultimately, their performance.”
Justin Peyton, Chief Strategy Officer APAC at Digitas said, “Shopping is said to be a sport in many parts of Asia, and looking at the data from Connected Commerce 2016 it appears to be true. Consumers in APAC markets are now some of the most active online buyers. Regardless of location, they stay connected through phones looking for the right deals. It highlights a real opportunity for brands to support the decision making process with the right information or access to the right reviews regardless of channel and location.”
DIGITAS GLOBAL BRAND PRESIDENT