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1、1 GWI Commerce Summary Q2 2014 GlobalWebIndexs quarterly report on the latest trends in e-, m- and t-commerce 2 Introduction GWI Commerce is where GlobalWebIndex presents the very latest figures for online purchasing and other commercial behaviors across a range of devices. Drawing on data from our
2、Q1 2014 wave of research, we offer insights on: The role that PCs, laptops, mobiles and tablets are playing in the online purchasing process The popularity of online buying at a category level The nature of the consumers online purchase journey The importance of influencers and reviewers With our da
3、ta covering 32 markets representing nearly 90% of the global internet audience we offer the most up-to-date and comprehensive view of e-commerce behaviors among digital consumers and highlight a number of key demographic, region- and market-specific stories. In this summary, we provide the key headl
4、ines and statistics from the report. For more detailed insights, coverage and implications, please see the full version. Clients can access further detail on any of the topics covered in this report through our pre-cut data packs available to download in the Insight Store, or by analyzing them again
5、st target audiences in our PRO platform. For trends at a national level, please see our new Market Reports each of which contains a section dedicated to e-commerce. 3 Notes on Methodology Each year, GWI interviews more than 170,000 internet users across 32 markets making it the largest on-going stud
6、y into the digital consumer instigated to date. Research is conducted in quarterly waves, each of which has a global sample size of more than 40,000 internet users. In each country, we typically interview between 3,000 and 4,000 people per year, with a larger sample size in key markets such as the U
7、K and the US (30,000 each). Data is collected in the last six weeks of every quarter, ensuring it is as up-to-date as possible. Respondents complete an online questionnaire that uses stratified sampling techniques to ensure that they are representative of the internet population aged 16 to 64 in eac
8、h country (with correct proportions in terms of gender, age and educational attainment). This data is used to calculate the universe estimates which we present throughout this report. Universe figures are designed to provide highly informed approximations as to the number of users (in millions) that
9、 any percentage represents. EMEA UK / / / Ireland / / / France / / / Germany / / / Italy / / / Spain / / / Netherlands / / / Poland / / / Turkey / / / Russia / / / Sweden / / / Saudi Arabia / / / UAE / / / South Africa AMERICAS US / / / Canada / / / Mexico / / / Argentina / / / Brazil APAC China / /
10、 / Hong Kong / / / Singapore / / / India / / / Indonesia / / / Japan / / / Malaysia / / / Vietnam / / / Thailand / / / Taiwan / / / South Korea / / / Australia / / / Philippines 4 M- and T-Commerce Rising Amazon and eBay Command Global Audiences Overall, 66% of internet users aged 16-64 are now buyi
11、ng products online each month. Thats close to a billion people who are currently engaging with e-commerce across GWIs 32 countries representing a 52% rise in buyer numbers since 2011 and illustrating the activitys truly global scale. If current trends continue, our forecasts shows that the figure wi
12、ll pass the 1.5 billion mark by 2018. PCs/laptops remain dominant devices for buying online (57%), but significant minorities are using mobiles (26%) and tablets (12%). Its these two devices which are also seeing the fastest rates of growth numbers have risen by 25% and 54% respectively since the en
13、d of 2012. Multi-device commerce has established itself as a major trend: over a quarter have used a PC/laptop and a mobile or tablet to make purchases. Amazon has achieved truly worldwide reach: just under 50% of global internet users aged 16-64 say they have visited it within the last month. North
14、 Americans (73%) are the most likely of all to use Amazon, with the UK (77%), Germany (76%) and the USA (75%) being the biggest individual markets. In terms of user numbers, though, there are more people visiting Amazon from China each month than there are from the US. India, Brazil and Indonesia al
15、so represent major markets for Amazon a trend which is often overlooked in results from passive web analytics due to the large numbers of internet users who connect via VPNs or Proxy servers (and are thus incorrectly geo-allocated to mature markets like the US where the servers in question tend to b
16、e based). In Q1 2014, 36% of internet users aged 16-64 visited eBay in some form. Engagement is highest in Europe (47%) and North America (44%), but in no region does it fall below a quarter. Figures for monthly visitors in the US (44%) are outpaced by markets like Germany (73%), India (64%) and the
17、 UK (63%). KEY TRENDS in a sense, then, older consumers remain the most wedded to “traditional” research sources, while younger ones are the most likely to have embraced newer channels. 8 Jason Mander Head of Trends E: / / / T: +44 20 7731 1614 A GlobalWebIndex, Bedford House, 69-79 Fulham High Street, London, SW6 3JW, England