STATE OF GLOBAL E-COMMERCE REPORT (Preview) February 2013

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1 STATE OF GLOBAL E-COMMERCE REPORT (Preview) February 2013

2 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 Q You can also engage the GWI Consulting Team to implement for your specific category set or brand.

3 DEFINING E-COMMERCE SEGMENTATION: ALL DATA IS LAST MONTH ACTIONS E Commerce Engagement MULTI-PLATFORM BUYER THE PERCENTAGE OF EACH SEGMENT WHO PUBLISH ONLINE POST PURCHASE Product Influence Online % PURCHASE ONLINE = Purchased online last month via Mobile or Tablet ONLINE BUYER = Purchased online via PC (not mobile or tablet) OFFLINE FULLFILMENT INFLUENCE IN THE PAST MONTH INFLUENCE = Reviewed a product post purchase online OR talked about on blog or micro blog or social network NO INFLUENCE % NOT PURCHASE ONLINE = Researched Product Online Prior to Purchase AND not purchase online / mobile / tablet REJECTORS = NO Product Research Online AND not purchase online / mobile / tablet Source: GlobalWebIndex

4 GLOBAL E-COMMERCE SCORECARD E Commerce Engagement: GLOBAL SPLIT 100% 90% 80% 70% Multi- Platform Buyer 25% 16% 84% 84% of multi platform buyers Post Purchase Influence at a Global Level (% of global internet users) No influence Influence 60% 50% Online Buyer 41% 21% 79% 79% of online buyers 69% 31% 40% 0% Source: GlobalWebIndex Q Offline Fullfilment 24% Rejecters 45% 74% 55% 26% 55% of offline fulfillment publish opinion online 26% of rejecters publish opinion online

5 ONLY OF NETHERLAND S USERS POSTED AN OPINION ABOUT A PRODUCT E Commerce Engagement: GLOBAL SPLIT 100% 90% 80% Multi-platform buyer 13% 35% 65% 35% of multi platform buyers Post Purchase Influence at a Global Level (% of Netherlands internet users) No influence Influence 70% 60% 50% Online Buyer 49% 67% 33% 33% of online buyers 40% Offline Fullfilment 17% Rejecters 32% 68% 17% 83% 32% of offline fulfilment 17% of rejecters publish opinion online 70% 0% Source: GlobalWebIndex Q2 2012

6 INFLUENCE V ONLINE PURCHASE: MAJORITY INFLUENCE EXCEEDS ONLINE BUY % of Online buyers involved in Post Purchase Influence 100% 90% 80% 70% 60% 50% 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. Philippines (12m) Saudi Arabia (4m) Mexico (17m) Russia (26m) Argentina (14m) Indonesia (27m) UAE (1m) South Africa (3m) Malaysia (8m) Canada (13m) Hong Kong (2m) Brazil (4m) Vietnam (15m) France (19m) Thailand (8m) Spain (12m) Singapore (1m) India (65m) Australia (10m) Poland (12m) Netherlands (6m) Turkey (20m) USA (139m) Taiwan (9m) Germany (35m) China (379m) South Korea (28m) 40% Italy (13m) Sweden (3m) Japan (63m) 40% 45% 50% 55% 60% 65% 70% 75% 80% 85% % of Internet Users that Purchase Online Via PC / Mobile / Tablet UK (28m) Markets mapped by % purchase online via a PC / Mobile / Tablet V % influence post purchase Source: GlobalWebIndex, GWI.7 Q E-Commerce Segmentation

7 % OF TRANSACTIONS PURCHASED ONLINE: BOOKS, CLOTHES & TRAVEL LEAD 60% % of Purchases Transacted Online 50% 40% 0% Source: GlobalWebIndex, GWI.7 Q E-Commerce Segmentation; The chart above divides the number of online purchases in each category by the total number of category purchases.

8 NETHERLANDS: LOW E-COMMERCE ENGAGEMENT 25% % of Purchases Transacted Online 15% 5% 0% Source: GlobalWebIndex, GWI.7 Q E-Commerce Segmentation; The chart above divides the number of online purchases in each category by the total number of category purchases.

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