State of Global E-Commerce Report (India) - February 2013
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Transcript of State of Global E-Commerce Report (India) - February 2013
STATE OF GLOBAL E-COMMERCE
REPORT(India)
F e b r u a r y 2 0 1 3
THE E-COMMERCE REPORT
WHAT IS THE “E-COMMERCE REPORT”?
It is an annual investigation into the global uptake and impact of e-commerce. The report is structured into 2 sections:
E-Commerce Segmentation: The segmentation breaks down users into four groups including; • Rejecters: (no online product research or online purchase) • Offline Transactors: (research online, buy offline) • PC Online Buyers: (purchase online in the past month via PC) • Multi-Platform Buyers: (purchase in the past month via mobile or tablet).
The key purpose of this segmentation is to explore the total impact of the Internet on the purchase landscape for both on and offline transactions. The segmentation also looks at post-purchase influencers versus non-influencers, a crucial dynamic in the internet purchase landscape.
Category Impact Part two explores which Product Categories are most impacted by the Internet by identifying which types of products are more likely to be purchased online and which are more likely to be researched online prior to the purchase regardless of whether it is transacted on or offline.
HOW CAN YOU USE IT? This provides crucial data for developing a category specific online strategy and quantifies how important different elements are in the online and social mix, including official content, mobile / social specific sites, outreach etc.
We can also differentiate which product categories are more impulsive and which have a longer research / purchase cycle. This again has major impacts on how we build online strategy.
HOW TO ACCESS THE DATA?
All of the data in this report is available to subscribers and the segmentation can be recreated with a simple analysis against the GWI Dataset. We will also be publishing the segmentation for GWI Pro License holder as of Q1 2012
You can also engage the GWI Consulting Team to implement for your specific category set or brand.
NO INFLUENCEINFLUENCE IN THE PAST
MONTH
DEFINING E-COMMERCE SEGMENTATION: ALL DATA IS LAST MONTH ACTIONS
Source: GlobalWebIndex
REJECTORS
OFFLINE FULLFILMENT
ONLINE BUYER
MULTI-PLATFORM BUYER
= Purchased online last month via Mobile or Tablet
E-Commerce Engagement Product Influence Online
= Purchased online via PC(not mobile or tablet)
= Researched Product Online Prior to Purchase AND not purchase
online / mobile / tablet
= NO Product Research Online AND not purchase online /
mobile / tablet
INFLUENCE = Reviewed a product post purchase online OR talked about
on blog or micro blog or social network
% PURCHASEONLINE
% NOT PURCHASE ONLINE
THE PERCENTAGE OF EACH SEGMENT WHO PUBLISH ONLINE “POST PURCHASE”
Source: GlobalWebIndex Q2 2012
GLOBAL E-COMMERCE SCORECARD
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Rejecters 10%
Offline Fullfilment 24%
Online Buyer41%
Multi-Platform Buyer25%
31%
69%
No influence Influence
E-Commerce Engagement: GLOBAL SPLIT Post Purchase Influence at a Global Level(% of global internet users)
84% of segment publish purchase opinion online
84%
16%
79%
21%
79% of segment publish purchase opinion online
55%
45%
26%
74%
55% of segment publish purchase opinion online
26% of segment publish purchase opinion online
Source: GlobalWebIndex Q2 2012
INDIA E-COMMERCE SCORECARD – HIGH NUMBER OF MULTI-PLATOFORM BUYERS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Rejecters 11%
Offline Fullfilment 30%
Online Buyer35%
Multi-platform buy-ers 24%
25%
75%
No influence Influence
E-Commerce Engagement: LOCAL SPLIT Post Purchase Influence at a local Level(% of Spanish internet users)
91% of multi-platform publish opinion online
91%
9%
75%
25%
75% of online buyers publish opinion online
79%
21%
30%
70%
79% of “offline fulfilment”” publish opinion online
20% of rejecters publish opinion online
INFLUENCE V ONLINE PURCHASE: MAJORITY INFLUENCE EXCEEDS ONLINE BUY
Markets mapped by % purchase online via a PC / Mobile / Tablet V % influence post purchase Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation
HOW TO READ: 65% OF USERS IN POLAND ARE ONLINE BUYERS (PC / MOBILE / TABLET) , EQUATING TO 12M. 77% OF INTERNET USERS IN THE MARKET HAVE PUBLISHED ONLINE ABOUT A PUCHASE IN THE PAST MONTH.
40% 45% 50% 55% 60% 65% 70% 75% 80% 85%30%
40%
50%
60%
70%
80%
90%
100%
USA(139m)
Canada(13m)
Russia(26m)
South Africa(3m)
Netherlands (6m)
France(19m)
Spain (12m)
Italy(13m)
UK(28m)
Sweden (3m)
Poland(12m)
Germany(35m)
Mexico(17m)
Argentina(14m)
Brazil(4m)
Malaysia(8m)
Australia(10m)
Indonesia (27m)Philippines(12m)
Singapore(1m)
Thailand (8m)
Japan(63m)
South Korea(28m)
Vietnam (15m)
China(379m)
Turkey (20m)
India(65m)
Hong Kong(2m)
Taiwan (9m)Saudi Arabia
(4m)UAE(1m)
% of Internet Users that Purchase Online Via PC / Mobile / Tablet
% o
f Onl
ine
buye
rs in
volv
ed in
Pos
t-Pu
rcha
se In
fluen
ce
% OF TRANSACTIONS PURCHASED ONLINE: BOOKS, CLOTHES & TRAVEL LEAD
Cars/a
utom
obile
s
Fabric
cond
itione
r
Laun
dry d
eter
gent
Air fre
shen
er/ca
re p
rodu
cts
Wine
/spirit
sBee
r
Pet fo
od
Mot
orcy
cle
Health
care
and
pha
rmac
eutic
al pr
oduc
ts
Satell
ite/ca
ble T
V
Bluray
play
er
Netbo
ok (<
10" s
cree
n)
Whit
e go
ods
Flat sc
reen
TV
Lapt
op (>
10" s
cree
n)
DVD play
er
Furnit
ure/
hom
e eq
uipm
ent
Sports
equ
ipmen
t
Tablet
dev
ice
Financ
ial p
rodu
ct
Games
cons
ole
Ebook
/Ere
ader
Porta
ble m
edia
playe
r
Broad
band
/hi-s
peed
Inte
rnet
Holida
y (in
my o
wn co
untry
)
Perso
nal it
ems
Mob
ile p
hone
Deskto
p co
mpu
ter
Holida
y (ab
road
)
Films
A gift
for s
omeo
ne
Shoes
Mus
ic
Trave
l
Clothe
s
Books
0%
10%
20%
30%
40%
50%
60%
% of Purchases Transacted Online
Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation; The chart above divides the number of online purchases in each category by the total number of category purchases.
% OF TRANSACTIONS PURCHASED ONLINE: CLOTHES, MOBILE AND BOOKS LEAD
Bluray
play
er
Ebook
/Ere
ader
Holida
y (ab
road
)
Netbo
ok (<
10" s
cree
n)
Games
cons
ole
Cars/a
utom
obile
s
Whit
e go
ods
Mot
orcy
cle
Tablet
dev
ice
Satell
ite/ca
ble T
V
Pet fo
od
Furnit
ure/
hom
e eq
uipm
ent
Wine
/spirit
s
DVD play
er
Flat sc
reen
TV
Porta
ble m
edia
playe
r
Lapt
op (>
10" s
cree
n)Bee
r
Fabric
cond
itione
r
Financ
ial p
rodu
ct
Holida
y (in
my o
wn co
untry
)
Laun
dry d
eter
gent
Sports
equ
ipmen
t
Air fre
shen
er/ca
re p
rodu
cts
Broad
band
/hi-s
peed
Inte
rnet
Health
care
and
pha
rmac
eutic
al pr
oduc
ts
Perso
nal it
ems
Deskto
p co
mpu
ter
Films
Trave
l
Mus
ic
A gift
for s
omeo
ne
Shoes
Books
Mob
ile p
hone
Clothe
s0%
5%
10%
15%
20%
25%
30%
% of Purchases Transacted Online
Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation; The chart above divides the number of online purchases in each category by the total number of category purchases.
G E T T H E F U L L R E P O R T:w w w . g l o b a l w e b i n d e x . n e t / e - c o m m e r c e - 2 0 1 3
F I N D O U T M O R E :W W W . G L O B A L W E B I N D E X . N E T
@ g l o b a l w e b i n d e x
/ g l o a l w e b i n d e x
G E T I N T O U C Hc o n t a c t @ g l o b a l w e b i n d e x . n e t