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.
With more people watching and buying online than ever before, advertisers are diving head first into digital to reach their audiences. Online advertising expenditures increased more than 25 percent (26.6%) year-over-year as of the second quarter of 2013 and exceeds several traditional media categories. But are these investments worth their price?
Smartphone ownership grew to 68 percent between November and January 2014, up 9 percent from the start of 2013. And among those who bought their mobile phone within the last three months, a whopping 84 percent chose smartphones for their new handsets.
Mobile shopping is gaining momentum among U.S. consumers, particularly as smartphone penetration continues to grow and tablet ownership gains in popularity. From researching to price comparing to making purchasing, consumers are steadily increasing their e-commerce prowess via their mobile devices.
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.
When it comes to U.S. consumer packaged goods, e-commerce is still in its infancy, accounting for roughly 4 percent of total CPG sales. But as companies work to eliminate one of the key barriers to online shopping—having to wait for your purchase—the digital channel will capture a much larger share of sales in the future.
Over the past decade, innovations have changed consumers’ behaviors and, consequently, retailers’ responses to their needs. Dr. Venkatesh Bala, chief economist for The Cambridge Group, a part of Nielsen, recently discussed the effect these new technologies could have on global consumers and commerce.
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.