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5 Trends in European Digital Consumption

5 trends in european digital consumption



1) the second big bang in commerce



Britain, France

it 47% , 42%

games 41%, 27%

clothing 24%, 19%

office supplies 25% 13%

shoes 21% 15%

hygiene 13% 18%

diy 15% 5%

household 7% 3%

food 10% 3%



2) mobile migration

shoppers are increasingly using their cell phones while shopping in a physical store to check prices. Data also suggests shopping on mobile devices is more common





at home 73%

in store 42%

else where 21%

% of people who carry searches on mobiles



reasons for searching online:

price comparisons 34%

professional 33%

visit store website 27%

another store 24%

coupon 23%



3) multichannel buying is here

customers are checking for products online before making trip to store



reasons why consumers buy in person

18% immediate need

34% to try or touch

30% to verify quality

28% no delivery charge

22% easier to return

22% its practical





4) the social i consumer

millions of users follow retailers to find deals and crowdsource opinions from fellow customers



social shopping behavior is increasing

people following retailers on facebook said they do it to get

8% info on sales

7% user opinion

8% videos photos

10% detailed product info

15% product availability in store

44% promotions and coupons



5) big data for bigger profits

companies use the huge amount of data that online consumers are generating to drive significant growth



mastering big data is becoming big competitive advantage *5 TRENDS IN EUROPEAN DIGITAL CONSUMPTION 1 THE SECOND "BIG BANG" IN E-COMMERCE A six-month survey of 2011 shows that new categories are emerging as "digital battlegrounds." BRITAIN Share of purchases online in previous six months FRANCE 47% .. 41% 52% ..... 41% 46% 42% 27% 27 % 127 % 132 % | 19 % 12 % 13 % 10% 1 15 % | 18% VIDEO GAMES DVD/VIDEOS DVD BOOKS HIGH-TECH 24% L .. 14% | 25% 27% I 21% 13% 15% .....7% 10 % CLOTHING DECORATION CONSUMERS ARE STARTING OFFICE SUPPLIES TO BUY ONLINE ACROSS FURNITURE A NEW SET OF SHOES PRODUCT CATEGORIES HYGIENE-BEAUTY 15% 13% 3% DIY HOUSEHOLD PRODUCTS FOOD MOBILE MIGRATION Shoppers are increasingly using their cell phones while shopping in a physical store to check prices. Data also suggests shopping on mobile devices is becoming more common. AT HOME 73% CUSTOMERS CHECK FOR IN STORE 42% DEALS ONLINE WHILE SHOPPING ELSEWHERE 21% % who carry out web searches on their mobiles 12% 2010 21% 2011 % who did a search on a mobile PRICE COMPARISONS 34% phone before making an offline purchase PROFESSIONAL COMPARISONSS 33% VISIT STORE'S WEBSITE 27% ANOTHER STORE 24% COUPON 23% Reasons for searching online while in store NO EFFECT 17% EFFECT ON NEXT PURCHASE 18% PUTS OFF THE PURCHASE OR CHANGES THE STORE 65% Effect of using a mobile device to search when shopping MULTICHANNEL BUYING IS HERE Customers are checking for products online before making the trip to the store, looking up deals or coupons beforehand and/or buying online and returning the product later in person. 34% Reasons why consumers buy in person: Consumer shopping habits: 121% | 28% TO TRY OR TOUCH 30% BUY ONLINE, RETURN IN STORE TO VERIFY QUALITY CHECKING ONLINE BEFORE BUYING | 10% | 10% 10% |12% IS A TREND 26 % NO DELIVERY CHARGES ONLINE BOOK APPT IN PERSONALIZATION THE STORE OF THE PURCHASE 22% EASIER TO RETURN 55% 67% IT IS PRACTICAL ONLINE CHECK IF PRODUCT AVAILABLE IN STORE 22% 28 % |37% 33 % 47% 144% 150% PRINT COUPON ONLINE ACCESS TO MORE DETAILED CONTENT, BUY IN STORE BUY ONLINE, COLLECT IN STORE 4 THE SOCIAL I-CONSUMER Millions of social media users follow retailers to find deals and crowdsource opinions from fellow Consumers who left an opinion on the web in Europe in 2011 customers. 27% 34% 25% 20% 19% 18% 14% % of Facebook users by country who follow retailers on the site to hear about deals and other product information. SOCIAL SHOPPING BEHAVIOR People following retailers on Facebook said they do it to get*: IS INCREASING * The percentages are based on avg. of consumer data from Germany, UK, France, Italy, Spain, Netherlands. 35% 6% INFORMATION ON SALES/EVENTS ..7% OTHER USERS'OPINIONS 8% VIDEOS/PHOTOS 31% 10% DETAILED PRODUCT INFO f 15% UPDATES OF AVAILABILITY IN STORE ................-....... 44% PROMOTIONS AND COUPONS % of online consumers who trust website recommendations 5 BIG DATA FOR BIGGER PROFITS Companies can use the huge amount of data that online consumers are generating to drive significant growth (while still maintaining consumer privacy laws). INCOME - BEST PRACTICE IN COMPANIES | 12% - AVERAGE FOR MAIN COMPETITORS GROCERS 6% 24% -1% ONLINE RETAILERS BIG BOX RETAILERS MASTERING BIG DATA 11% IS BECOMING BIG COMPETITIVE CASINOS 14% CREDIT CARDS ADVANTAGE INSURANCE 10 year Compound Annual Growth Rates on Income between 1999-2009 for different kinds of retailers. Source: Bloomberg and Datastream, annual reports, McKinsey analysis McKinsey&Company Source: McKinsey iConsumer survey, 2011 Chief Marketing & Sales Officer Forum http://cmsoforum.mckinsey.com https://twitter.com/McK_CMSOForum DIGITAL BATTLEFIELD 18% IMMEDIATE NEED SATISFY

5 Trends in European Digital Consumption

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A McKinsey iConsumer survey spotlights key trends in e-commerce, mobile, multichannel, social media, and big data.

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