While online has been growing as a channel in several developed markets in recent years, it’s broadening in scope, and is fast becoming a popular shopping destination for consumers around the world, particularly those looking to purchase premium products, as these platforms are able to attract shoppers and generate sales by providing exclusive product ranges and compelling deals.
As manufacturers and retailers seek to capitalize on the opportunity of e-commerce, they need to understand consumers’ online usage, behaviour and habits, as well as what’s driving e-commerce adoption.
It’s undisputed that internet accessibility, mobile technology and digital innovations are redefining consumers every interaction and will continue to enable and disrupt many aspects of consumers’ lifestyle well into the future.
Shortcuts and automation are top of mind as consumer chase ways to overcome everyday obstacles to effortless living. For FMCG companies, the task at hand involves adapting and enhancing their solutions to do more than keep pace—they’ll need to stay ahead of the pace.
Imagine a grocery store where you can receive personal recommendations and offers the moment you step in the store, where checkout takes seconds and you can pay for groceries without ever taking out your wallet. Sound far-fetched? It’s closer than you think.
What’s your go-to device of choice for watching your favorite show? Device proliferation has afforded more choice than ever before, but TV remains the preferred device—and by a wide margin according to global online respondents in Nielsen’s Digital Landscape Survey.
Across the globe, shoppers are increasingly turning to the web to buy the things they need. But some categories are benefiting more than others. The online market for consumable goods—due to their hands-on buying nature and perishability—is comparably smaller than for non-consumables—durables and entertainment-realted products. Nevertheless, the global audience is willing and eager to shop the web.
Today, traditional TV still accounts for the lion’s share of video viewing, and will likely continue to do so for a good while, but online and mobile are where the growth is—30 percent growth in hours watched per month from fourth-quarter 2012 to fourth-quarter 2013.
During the bitter cold-spell sweeping much of the U.S. this winter, more Americans than usual turned to the Internet for entertainment. Four out of-5 U.S. web users access entertainment websites each month, and this January, 167 million Americans visited sites in the entertainment category.
Despite e-commerce's momentous effect on shopping behavior, it's far from revolutionary; it’s simply an evolution. While many have recognized the opportunities created by new technology, some categories—like consumer packaged goods (CPG)—haven’t capitalized on e-commerce. Nevertheless, CPG manufacturers and retailers can boost sales by engaging with shoppers in new ways and providing unique shopping benefits through their online models.
The number of digital devices and platforms available to today’s consumers has exploded in recent years. As a result, today’s consumer is more connected than ever, with more access to and deeper engagement with content and brands. And these changes are contributing to the media revolution and blurring traditional media definitions.
Technology has changed a lot in the last 30 years—even the last three! In Nielsen’s Digital Consumer Report, we explore this transformation and examine how the everyday lives of consumers are now intertwined with the digital world.
Over the past 15 years, e-commerce has grown significantly but remains just below 6 percent of total commerce. So why does it feel like a lot more when we consider the droves of shoppers who are always on their computers and smartphones? According to Dr. Venkatesh Bala, chief economist for The Cambridge Group, a part of Nielsen, consumers' expectations have evolved.
When it comes to online shopping for cosmetics, Chinese consumers take their time and cover all the bases before they make their purchases. And in addition to spending hours looking for the right products and deals, their paths to purchase often include actively engaging and interacting with brands and online communities before they open their wallets.
Two-fifths of Americans visited food and cooking websites in November, up 2 million unique visitors from October. And regardless of which sites they visited, 86 million consumers spent an average of 25 minutes using these websites—just long enough to prepare or cook a meal.
Consumers are branching out to new screens and increasing the number of media hours in their days—and marketers are following suit. La Quinta Inns & Suites—whose core consumer is the 25-64 year-old male business traveler—recently turned to Nielsen to measure its latest cross-screen campaign, and the effort yielded five-star results.