Shopping & watching & creating & listening – that’s what we do in the digital spaces.
Digital marketing is at the core of all that activity.
No matter how one wants to slice it, when online consumers (us – most people online all over the world) are active participants in the digital spaces.
Nearly 80 percent of us watch videos while 72 percent of us listening to music, suggests the GWI research on adults around the globe who go online regularly.
And nearly 80 percent of us contribute to online content, posting a video or photos.
“Testament to the ubiquity of online commerce, it’s virtually all of the global online population who fall within the Shopper segmentation (those who say finding products is a very important reason for going online or have engaged in some commerce-related activity online in the last month),” explains GWI.
Nearly all that 97 percent identified by GWI as shoppers visit an online store every month, with resident of the Asian-Pacific region being the most active.
“92% of online adults visit an online retail store each month,” reports GWI. “Amazon is king here, outside China, 55% of internet users visit its site each month, rising to over 8 in 10 in India, Italy and the US. eBay is some way behind, but the online auction site can claim that it trumps Amazon in Australia and Russia.
“China, India, Indonesia and South Korea topping the (enthusiastic online shopping) list. As online populations continue to grow in the likes of India and Indonesia, these markets will emerge as crucial online commerce arenas.”
On an interesting note, too, privacy concerns weigh heavily in these online shoppers’ minds.
“48% used a private browsing window last month, 42% are deleting cookies,” explains GWI. “4 in 10 used an adblocker last month, with significant numbers using mobile ad-blockers. While privacy does have an impact on why people are blocking ads, it is ad-frustration which is primarily driving this behaviour.”
The social networks have become an essential starting point for online shoppers, suggests the research with half of all Snapchatters and Instagram users saying they use the social networks to research products and approximately one-third saying they follow in the networks brands from which they are likely to buy products.
“The potential for social commerce is huge, with around 80% of social networkers purchasing products online each month,” says GWI. “However, only 1 in 10 digital consumers say a ‘buy’ button would influence them to make a purchase online. Much needs to be done to educate networkers about the opportunity of social commerce.”
The research also suggests half of the world’s online denizens are buying new digital content each month.
“Music and film/TV downloads top our list, and while younger groups are more likely to be paying for streaming services; free trials, ad-supported models and account sharing mean that more are using these services than paying for them,” reports GWI.
Search: how we find products, content
“Search engines remain the most important channel for online consumers conducting product research,” points out the GWI research. “While social networks have become a key resource for product information for younger users, older users tend to turn to price comparison sites.
“For most digital consumers, reviewing products they have purchased online has become the norm, but there are more people writing/posting reviews than there are using them to inform their purchasing decisions. Mobiles are among the most popular topics discussed online. Meanwhile younger users primarily discuss fashion items and older users are mostly reviewing vacations and restaurants.”
Recent Google research points in the same direction. Google tells us 65 percent of all smartphone users look for the most relevant information regardless of what company provides it, meaning brand loyalty is less important than good, relevant information. Just over half say they have discovered new products or companies while searching online for relevant information.
Further, Google research suggests 65 percent of all smartphone users are more likely to buy from the a company’s mobile site or app if it can give them the answers they seek quickly and easily.
And the search is local.
“Nearly one third of all mobile searches are related to location,” says Google. “People’s online and offline worlds are colliding — whether you’re researching restaurant ideas for dinner on Friday night or looking for a store that sells rain boots in your size.
Google knows what’s up online and it’s not about to let escape a potential cash cow when 76 percent of mobile users who search for a destination nearby visit that store within a day.