DigitasLBi’s Connected Commerce 2016 Study Reveals Latest Global Shopping Trends

New York, NY

U.S.A. – August 16, 2016 – Global marketing and technology agency DigitasLBi has today announced the findings of its 2016 Connected Commerce study, which reveals the latest retail trends in 15 countries: 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 DigitasLBi in France, focuses on the behaviors of consumers who have bought something online in the last 30 days and also includes insights garnered via DigitasLBi’s proprietary IDIOM data platform.

Case Study Deck Below:

DigitasLBi Connected Commerce Survey 2016 from DigitasLBi U.S.


Impatience is a virtue

18% of shoppers worldwide expect products bought online to be delivered within one day. Consumers from the Netherlands are the most impatient, with 38% expecting delivery within a day, while Danish customers are the most laid back (7%).

Second opinion

78% of online shoppers globally look for other shoppers’ opinions before making a purchase. This behavior is most prevalent in Asia, with consumers in China (95%), Hong Kong (89%), India (89%) and Singapore (88%) most likely to seek out opinions before buying.

Friends and family

35% 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%) while Italians are least likely (22%).

Death of a salesman

Only 10% 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% who say that the ability to test products is the main draw. The salesperson’s craft is most valued in Denmark, with 19% saying it is the factor which is most likely to make them shop in-store, and least valued in the US (5%).

Location, location, location

The study also reveals the categories of products that people are most likely to shop for in bed — fashion and health & beauty are the most popular (both 19%).

Italians are more likely than any other nation to shop in the kitchen, with 24% shopping for food in the kitchen and 23% shopping for household items.


29% of online shoppers globally have used a wearable device. Online shoppers in China and India are most likely to use a wearable (both 48%) while online shoppers from the Netherlands are least likely (11%). Shoppers in the US are a bit above average, with 36.9% of respondents having used a wearable.

Other findings

– In France, 50% of Sarenza (online shoe & accessory store) customers who visited the kids’ shoe section also visited the women’s shoe section

– In the UK, 73% of Expedia customers who visited the holiday packages section also visited the hotel booking section

– In Germany, 62% of Otto (fashion & lifestyle e-commerce) customers who visited the cycling and scooter sections also visited the multimedia section

Fern Miller, Chief Marketing Officer, International at DigitasLBi 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 moving away from the expertise of the salesman, 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.”

Brett Leary, SVP Mobile & Digital Shopper Innovation at DigitasLBi U.S., said: “With this year’s Connected Commerce survey, we’ve seen that as technology evolves, so do the devices consumers own and the ways in which they use them. The Connected Commerce survey gives brands a window into the habits and influences of today’s consumer that are shaping how, where, and why they buy.”

U.S. Findings

– 5% of shoppers in the U.S. expect items they’ve bought to be delivered in one day

– 9% of shoppers in the U.S. look for other shoppers’ opinions online before making a purchase

– 7% of shoppers in the U.S. consult friends and family before making a purchase

– 3% of shoppers in the U.S. see salespeople’s expertise as the key benefit of shopping in-store

– 9% of shoppers in the U.S. have used a wearable device

– 8% of 25-34 year olds buy something online at least once a day

– For 56.2% of buyers, live chat support is a “must”


Study created by DigitasLBi in France, survey led by IFOP.

Sample: 1,000 people recruited online, representing an age range of 18-64, according to quotas (sex, age, salary or social profile, area and professional status).

Study carried out via an online questionnaire between 05/04/16 and 05/23/16.

Additional insights taken from DigitasLBi’s IDIOM data platform.

For more information:


Willa Robertson


+1 212 822 4681

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