ecommerce Observatory Digital Market Intelligence

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1 Observatorio de ecommerce GfK Digital Market Intelligence ecommerce Observatory Digital Market Intelligence 1

2 The unstoppable evolution of ecommerce 2

3 Trend 1: Mobile Commerce Sales in smartphones increased 48% in developed countries and 164% in emerging countries. Sales in laptops slightly decreased worldwide, but increased by 20% in LATAM. Digital camera Desktop PC LCD TV Mobile Laptop Tablet PC Smartphone 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Fcst Global Sales Value % 2013/2014 estimated Global consumer tech devices retail sales revenue in USD - top tier products Source: GfK, December

4 Trend 2: Omni-channelling Omni-channelling is proof of the need to provide consistent service no matter what channel the consumer uses. This is essential to satisfy consumers need to use different channels depending on the time, place, context and information they need. 4

5 Trend 3: New payment methods The availability of new payment methods means decisions must be made to invest in these methods to adapt them to consumers use. Which methods will be the most popular in the market? 5

6 Trend 4: MarketPlace The continuous appearance of Marketplaces in different markets will continue to be a trend in We will see the entrance of new players in traditional markets and the arrival of these types of services in new markets. General Specific 6

7 Trend 5: Longtail ecommerce makes it possible to reach different consumer niches. Amazon: + 6 million books available in Spanish. Having a wide range of products allows to respond to each consumer s choice. 7

8 Methodology design: 8

9 Methodology design: GfK Panel of Retailers Unifying sources of information Panel of Internet Users Social media Group description Information provided Group description Information provided Information provided Group of over 8,000 points of sale for all the distribution channels audited Units sold and ecommerce value for all the categories audited 4,198 people surveyed, representative of the Spanish Internet population Information about consumer profiles, search process, brand image Detect trends and practices in social media Methodology Frequency Methodology Frequency Frequency Survey, through a panel of retailers (hypermarkets, large chain stores, multi-specialty stores, specialty stores) Weekly update of data for most dynamic products/sectors Semi-structured interviews through an online questionnaire (CAWI) Every six months Every three months 9

10 ecommerce situation in Spain: 10

11 ecommerce in Spain (Total Base from years old) 34,699,344 people How many consumers purchase products online? No. people 24,844,730 15,753,502 Travel, hotels and leisure 1 10% 3,456, % 45.4% Fashion and home products 2 Books, movies, music 3 6% 6% 2,094,184 1,976, % Nonshopper Electronics 4 4% 1,424,645 Sports 5 2% 706, % Food products 6 2% 534,408 9,106,658 Computers 7 1% 453,983 TOTAL Internet user (last 3 months) Online shopper (last 3 months) Appliances 8 1% 409,189 Source: GfK ecommerce Observatory Source: INE 11

12 Profile of exclusively offline consumer Estimate of consumers: 15,753,502 Percentage of total population: Gender 47% 53% 45.4% Trailing Millennials (16-24 years old) Leading Millennials (25-34 years old) Generation X (35-44 years old) 17% 25% 28% Devices used: Boomers (45-64 years old) 29% Matures (+ 64 years) 6% Smart TV Tablet Desktop Laptop Smartphone Source: GfK ecommerce Observatory 12

13 Online consumer profile Estimate of consumers: 9,106,658 Percentage of total population: 26.2 % Gender 53% 47% Trailing Millennials (16-24 years old) Leading Millennials (25-34 years old) 15% 25% Devices used: Generation X (35-44 years old) 28% 26 Boomers (45-64 years old) 29% Matures (+ 64 years) 3% Smart TV Tablet Desktop Laptop Smartphone Source: GfK ecommerce Observatory 13

14 The importance of the search process: Online Shopper Offline Shopper Duration of the process 11 days 14 days 50% 13% Visited physical store Price Convenience Assortment Searched for information in the store (Smartphone) 63% 53% 34% Omni-channel Reasons for purchase 60% Searched for information online Immediate availability Price Prove the product 22% Visited the manufacturer s web site 46% 44% 41% 14

15 Shopping cart: Mobile Commerce Use: Shipping Standard: 88% Shipping type Subscription Payment methods Credit card: 56% 84% In shopping: 10% At store: Express: 16% 13% 14% 86% Per purchase PayPal: 28% Cash on delivery: 7% 15

16 Social networks, product showrooms but not places used for searching 16

17 Social Networks, product showrooms but not places used for searching: Social Networks Volume of mentions However, social networks are still not places where consumers search for information. AMAZON FNAC ECI Social Network use: Online Consumer- Social Networks 15% CARREFOUR MEDIAMARKT REDCOON Offline Consumer Social Networks 11% WORTEN

18 Main conclusions: 18

19 Main conclusions: An opportunity exists, only 26% of the entire Spanish population made an online purchase in the last six months. The weight of ecommerce varies per category and product, knowledge of the market reality is necessary in order to make the correct decisions for each channel. Omni-channelling is basic, consumers get information at the physical store and on the web; coherence is essential. 19

20 Main conclusions: Don t make us change devices: although the smartphone is the most widely used device, only 10% use it to make purchases. Offer alternatives for shipping and payment methods, don t let consumers leave without finding what they need. Participate in Social Media, although is it not a place where consumers search for information, it is a place where information reaches them. 20

21 For more information: David Atanet Digital Market Intelligence Manager Thank you 21