In this presentation produced for Sitecore, Kepios's Simon Kemp explores how people's evolving digital behaviours are influencing the overall buyer journey for B2C and B2B brands across Asia-Pacific and beyond. The presentation covers which kinds of devices people are using in different online activities, how people discover new brands and products, and how the role of personalisation needs to evolve to reflect people's needs and expectations, as well as their concerns about digital privacy. To explore more of the data charts included in this presentation, please visit https://datareportal.com

1. SIMON KEMP • • SITECORE MODERN COMMERCE WEBINAR • 26 MAY 2020
KEY TRENDS IMPACTING BUYER JOURNEYS FOR B2C AND B2B BRANDS IN ASIA-PACIFIC
EVOLVING BEHAVIOURS
IN DIGITAL COMMERCE

2. SIMON KEMP
@ESKIMON

4. GLOBAL DIGITAL OVERVIEW
ESSENTIAL INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, MOBILE DEVICES, SOCIAL MEDIA, AND ECOMMERCE
DIGITAL2020

5. SALES PITCH
5 @ESKIMON

6. 6 @ESKIMON
1. THE ‘STATE OF DIGITAL’: THE LATEST DATA AND TRENDS
2. THE ROLE OF DEVICES IN THE SHOPPER JOURNEY
3. INSIGHTS FOR BUILDING A STRATEGIC CHANNEL MIX
4. HOW ONLINE SEARCH BEHAVIOURS ARE EVOLVING
5. TIPS FOR ADVERTISING DURING THE COVID-19 CRISIS
6. THE RISE OF ASIA’S GLOBAL ECOMMERCE INFLUENCE
7. RETHINKING OUR APPROACH TO PERSONALISATION
8. DIGGING DEEPER: LINKS TO ADDITIONAL RESOURCES
9. QUICK-FIRE QUESTION AND ANSWER SESSION
DIGITAL AND THE EVOLVING BUYER JOURNEY

7. 7 @ESKIMON

8. 8 @ESKIMON
THE STATE
OF DIGITAL

9. 7
APR
2020
SOURCES: POPULATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS
REGULATORY AUTHORITIES AND GOVERNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND
EARNINGS REPORTS; CNNIC; CAFEBAZAAR; KEPIOS ANALYSIS. ALL LATEST AVAILABLE DATA IN APRIL 2020.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES.
URBANISATION: PENETRATION: PENETRATION: PENETRATION:
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
7.77 5.16 4.57 3.81
BILLION BILLION BILLION BILLION
55% 66% 59% 49%
DIGITAL AROUND THE WORLD IN APRIL 2020
THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE
9

10. 10
APR
2020
SOURCE: ITU; GSMA INTELLIGENCE; GLOBALWEBINDEX; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT AND REGULATORY AUTHORITY BODIES; KEPIOS
ANALYSIS (ALL LATEST DATA AVAILABLE IN APRIL 2020).
96%
93% 92% 91% 88% 88% 86%
83%
72% 70%
67% 64%
59% 59% 56%
50%
41%
35%
SOUTHKOREA
NEWZEALAND
JAPAN
HONGKONG
SINGAPORE
AUSTRALIA
TAIWAN
MALAYSIA
THAILAND
VIETNAM
PHILIPPINES
INDONESIA
CHINA
GLOBAL
APAC
INDIA
BANGLADESH
PAKISTAN
NUMBER OF INTERNET USERS COMPARED TO TOTAL POPULATION, REGARDLESS OF AGE
INTERNET PENETRATION IN SELECT APAC COUNTRIES

11. OCEANIA
SOUTHEASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
35
JAN
2020
SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY
AUTHORITIES; APJII; KEPIOS ANAlYSIS. *NOTE: PREGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.  COMPARABILITY ADVISORY: SOURCE CHANGES.
+2.1%
+8.2%
+2.2%
+20%
+6.3%
+11%
+3.2%
+7.8%
+40%
+4.5%
+14%
+1.0%
+3.1%+0.7%
+0.6%
+3.7%
+8.5%+1.5%
+0.9%
YEAR-ON-YEAR PERCENTAGE CHANGE IN THE NUMBER OF PEOPLE USING THE INTERNET
GROWTH IN INTERNET USER NUMBERS BY REGION
GLOBAL
AVERAGE
+7.0%
11

12. 197
JAN
2020
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
MUSIC
APPS
MAP
APPS
BANKING
APPS
DATING
APPS
HEALTH AND
FITNESS APPS
CHAT APPS
(MESSENGERS)
SOCIAL
NETWORKING APPS
ENTERTAINMENT
OR VIDEO APPS
GAMES
(ANY TYPE)
SHOPPING
APPS
52% 65% 35% 11% 26%
89% 89% 65% 47% 66%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING EACH TYPE OF MOBILE APP EACH MONTH
USE OF MOBILE APPS BY CATEGORY
global
web
index
global
web
index
global
web
index
global
web
index
12

13. 13
MAY
2020
SOURCE: GLOBALWEBINDEX (Q1 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
89%
84%
84%
83%
83%
82%
82%
81%
80%
80%
80%
80%
79%
79%
78%
78%
78%
77%
76%
76%
76%
75%
74%
74%
73%
73%
73%
72%
72%
72%
72%
72%
72%
71%
71%
71%
70%
70%
66%
62%
62%
62%
60%
54%
54%
INDONESIA
U.K.
S.E.ASIA
SOUTHKOREA
THAILAND
GERMANY
POLAND
AUSTRIA
ITALY
MALAYSIA
VIETNAM
TAIWAN
IRELAND
U.S.A.
PHILIPPINES
SINGAPORE
SPAIN
FRANCE
INDIA
SWITZERLAND
APAC
NETHERLANDS
WORLDWIDE
SWEDEN
DENMARK
AUSTRALIA
BELGIUM
CHINA
ROMANIA
SAUDIARABIA
CANADA
NEWZEALAND
ISRAEL
HONGKONG
BRAZIL
MEXICO
JAPAN
TURKEY
U.A.E.
ARGENTINA
PORTUGAL
COLOMBIA
RUSSIA
SOUTHAFRICA
EGYPT
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE BOUGHT SOMETHING ONLINE THE PAST MONTH
ECOMMERCE ADOPTION AMONGST INTERNET USERS
global
web
index

14. 14 @ESKIMON
COVID-19 LOCKDOWNS HAVE ALSO SERVED
TO ACCELERATE DIGITAL USE ACROSS APAC

15. 15
MAY
2020
SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 3, MAY 2020). *NOTE: FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS AGED
16 TO 64 IN AUSTRALIA, CHINA, INDIA, JAPAN, NEW ZEALAND, PHILIPPINES, AND SINGAPORE. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN APRIL 22 AND 27, 2020.
SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
SPENDING MORE TIME
ON MOBILE APPS
SPENDING MORE TIME PLAYING
COMPUTER OR VIDEO GAMES
CREATING AND
UPLOADING VIDEOS
LISTENING TO
MORE PODCASTS
WATCHING MORE SHOWS &
FILMS ON STREAMING SERVICES
SPENDING LONGER
USING SOCIAL MEDIA
SPENDING LONGER ON
MESSENGER SERVICES
LISTENING TO MORE MUSIC
STREAMING SERVICES
39% 37% 17% 15%
53% 46% 49% 43%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 IN ASIA-PACIFIC* WHO REPORT SPENDING MORE TIME ON EACH ACTIVITY IN RECENT WEEKS
COVID-19: INCREASE IN DIGITAL ACTIVITIES IN APAC
global
web
index
global
web
index

16. 112
APR
2020
SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 2, APRIL 2020). *NOTE: FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS AGED 16 TO 64.
PERCENTAGES REFLECT THE NUMBER OF RESPONDENTS WHO SAY THEY HAVE BEEN SPENDING EITHER A LITTLE MORE OR A LOT MORE TIME SHOPPING ONLINE SINCE THE START OF THE
COVID-19 CRISIS. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN MARCH 31 AND APRIL 02, 2020. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
67%
47% 46%
41% 39% 37% 37% 35%
32% 32% 30% 30% 29% 28%
25% 24% 23%
15%
CHINA
AVERAGE
SINGAPORE
USA
BRAZIL
UK
GERMANY
CANADA
ITALY
INDIA
JAPAN
AUSTRALIA
SOUTHAFRICA
IRELAND
SPAIN
FRANCE
PHILIPPINES
NEWZEALAND
PERCENTAGE OF INTERNET USERS AGED 16 TO 64* WHO SAY THEY’RE SPENDING MORE TIME SHOPPING ONLINE IN RECENT WEEKS
COVID-19: SPENDING MORE TIME SHOPPING ONLINE
global
web
index
16

17. 17
MAY
2020
SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 3, MAY 2020). *NOTE: FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS AGED 16 TO 64 IN
AUSTRALIA, BRAZIL, CANADA, CHINA, FRANCE, GERMANY, INDIA, IRELAND, ITALY, JAPAN, NEW ZEALAND, PHILIPPINES, SINGAPORE, SOUTH AFRICA, SPAIN, THE UNITED KINGDOM, AND THE
UNITED STATES. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN APRIL 22 AND APRIL 27, 2020. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
GLOBAL AVERAGE
ASIA-PACIFIC
40%
32%
32%
27%
22%
19%
45%
34%
34%
28%
25%
21%
BUY MORE THINGS ONLINE
FOR HOME DELIVERY
VISIT STORES LESS FREQUENTLY
SPEND LESS TIME INSIDE STORES
SPEND MORE TIME RESEARCHING
ONLINE BEFORE VISITING STORES
BUY MORE THINGS ONLINE
FOR IN-STORE COLLECTION
MAKE MORE USE OF SELF-
SERVICE CHECK-OUTS
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO EXPECT TO MAKE EACH CHANGE IN SHOPPING BEHAVIOUR ONCE LOCKDOWNS ARE LIFTED
EXPECTED SHOPPING BEHAVIOURS POST-LOCKDOWN
global
web
index

18. 18 @ESKIMON
SO HOW CAN BRANDS TAP INTO THESE
INCREASING DIGITAL OPPORTUNITIES?

19. 19 @ESKIMON
THE ROLE OF DIGITAL DEVICES
ALONG THE BUYER JOURNEY
#1

20. 20 @ESKIMON
DESPITE THE MEDIA’S LOVE OF ‘MOBILE FIRST’,
OUR DEVICE BEHAVIOURS ARE MORE COMPLEX

21. 21 @ESKIMON
GlobalWebIndex, Commerce Trends Report 2020
While purchasing online is undeniably
a mobile-first activity, computers still
play a very important role in the overall
purchase journey. Effective targeting
requires a multi-device approach.

22. 22 @ESKIMON
MANY DECISIONS ARE STILL MADE AT THE POINT OF
PURCHASE, BUT MOST OF THE BUYING CRITERIA HAVE
BEEN ESTABLISHED MUCH EARLIER IN THE JOURNEY
PRE-PURCHASE BROWSING AND RESEARCH ACTIVITIES
(ONLINE AND OFFLINE) ACCOUNT FOR A SIGNIFICANT
PROPORTION OF THE TYPICAL SHOPPER JOURNEY
TRANSACTING
vs
SHOPPING
SHOPPING IS A JOURNEY, NOT A DESTINATION

23. 23 @ESKIMON • SOURCES: KEPIOS ANALYSIS OF DATA FROM GLOBALWEBINDEX (Q4 2019) AND STATCOUNTER (APR 2020).
OVERALL, PCS AND MOBILES ACCOUNT FOR
SIMILAR SHARES OF GLOBAL INTERNET ACTIVITY

24. 47
JAN
2020
33.0%
37.6%
39.2%
45.8%
49.5% 50.1%
SOURCE: GLOBALWEBINDEX (VARIOUS DATA PERIODS, AS DETAILED BELOW EACH OF THE BARS IN THE CHART ABOVE). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET
USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
Q3 2014 Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019
+14% +4.3% +17% +8.1% +1.2%
DAILY TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA MOBILE DEVICES AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME
MOBILE’S SHARE OF TOTAL INTERNET TIME
global
web
index
24

25. 19
APR
2020
SOURCE: STATCOUNTER (ACCESSED APRIL 2020). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. NOTE: FIGURES FOR DEVICE SHARE ARE FOR
MARCH 2020; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR MARCH 2020 TO MARCH 2019. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN
INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). ‘BPS’ VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE IN SHARE VALUES.
MAR 2020 vs. MAR 2019: MAR 2020 vs. MAR 2019: MAR 2020 vs. MAR 2019: MAR 2020 vs. MAR 2019:
MOBILE
PHONES
LAPTOPS &
DESKTOPS
TABLET
COMPUTERS
OTHER
DEVICES
52.0% 45.3% 2.7% 0.12%
+6.2% -3.7% -33% +9.1%
+305 BPS -172 BPS -33 BPS +1 BP
EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS IN MARCH 2020
SHARE OF WEB TRAFFIC BY DEVICE
25

26. 26 @ESKIMON •SOURCE: GLOBALWEBINDEX (Q4 2019).
HOWEVER, THE RATIO OF INTERNET TIME BY
DEVICE VARIES CONSIDERABLY BY COUNTRY

27. 27
JAN
2020
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
60%
55%
55%
55%
54%
53%
53%
53%
53%
52%
52%
51%
51%
50%
50%
48%
48%
47%
47%
46%
45%
45%
45%
45%
45%
44%
44%
44%
44%
44%
43%
41%
40%
40%
40%
40%
39%
39%
39%
38%
38%
37%
35%
INDONESIA
U.A.E.
THAILAND
SAUDIARABIA
CHINA
TURKEY
EGYPT
PHILIPPINES
COLOMBIA
INDIA
ARGENTINA
MALAYSIA
MEXICO
BRAZIL
WORLDWIDE
VIETNAM
HONGKONG
ISRAEL
TAIWAN
IRELAND
SINGAPORE
SOUTHKOREA
SPAIN
SOUTHAFRICA
ITALY
ROMANIA
NETHERLANDS
RUSSIA
SWEDEN
POLAND
AUSTRIA
PORTUGAL
NEWZEALAND
SWITZERLAND
U.S.A.
CANADA
AUSTRALIA
U.K.
FRANCE
DENMARK
GERMANY
BELGIUM
JAPAN
AVERAGE DAILY TIME SPENT USING THE INTERNET ON MOBILE PHONES AS A PERCENTAGE OF TOTAL AVERAGE DAILY TIME SPENT USING THE INTERNET
MOBILE’S SHARE OF TOTAL INTERNET TIME BY COUNTRY
global
web
index

28. 28 @ESKIMON • SOURCE: GLOBALWEBINDEX (Q4 2019).
SHOPPERS IN APAC ARE MORE LIKELY TO
COMPLETE ONLINE TRANSACTIONS VIA MOBILE

29. 29
APR
2020
SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: MANY SHOPPERS MAKE MULTIPLE PURCHASES EACH MONTH, USING A COMBINATION OF BOTH MOBILE PHONES AND OTHER DEVICES.
88%
85%
83%
82%
82%
81%
80%
80%
77%
76%
75%
74%
73%
73%
71%
71%
70%
69%
69%
65%
63%
62%
61%
60%
58%
57%
55%
53%
53%
53%
52%
52%
51%
50%
50%
50%
50%
50%
49%
49%
49%
46%
45%
45%
44%
INDONESIA
THAILAND
SEASIA
SAUDIARABIA
PHILIPPINES
MALAYSIA
CHINA
U.A.E.
APAC
SOUTHKOREA
TURKEY
TAIWAN
INDIA
COLOMBIA
VIETNAM
EGYPT
HONGKONG
SINGAPORE
WORLDWIDE
MEXICO
ARGENTINA
SOUTHAFRICA
ISRAEL
SWEDEN
IRELAND
ITALY
BRAZIL
U.S.A.
SPAIN
NEWZEALAND
NETHERLANDS
POLAND
PORTUGAL
RUSSIA
SWITZERLAND
AUSTRALIA
U.K.
GERMANY
AUSTRIA
BELGIUM
ROMANIA
FRANCE
CANADA
DENMARK
JAPAN
INTERNET USERS WHO MADE AN ONLINE PURCHASE VIA A MOBILE DEVICE AS A PERCENTAGE OF THE TOTAL NUMBER OF ECOMMERCE SHOPPERS*
MOBILE SHOPPERS AS A SHARE OF ALL ONLINE SHOPPERS
global
web
index

30. 30 @ESKIMON • SOURCE: GLOBALWEBINDEX (Q4 2019).
YOUNGER WOMEN ARE ESPECIALLY LIKELY TO USE
A MOBILE WHEN MAKING AN ONLINE PURCHASE

31. 31
APR
2020
SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
45-5435-4425-3416-24 55-64
FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE:
PURCHASED A PRODUCT
ONLINE VIA A MOBILE:
16-24 YEAR OLDS IN APAC
PURCHASED A PRODUCT
ONLINE VIA A MOBILE:
25-34 YEAR OLDS IN APAC
PURCHASED A PRODUCT
ONLINE VIA A MOBILE:
35-44 YEAR OLDS IN APAC
PURCHASED A PRODUCT
ONLINE VIA A MOBILE:
45-54 YEAR OLDS IN APAC
PURCHASED A PRODUCT
ONLINE VIA A MOBILE:
55-64 YEAR OLDS IN APAC
60% 61% 60% 53% 45%
63% 57% 62% 60% 60% 59% 54% 53% 47% 43%
PERCENTAGE OF INTERNET USERS IN ASIA-PACIFIC IN EACH AGE GROUP WHO MADE AN ONLINE PURCHASE VIA A MOBILE PHONE IN THE PAST MONTH
MOBILE COMMERCE PURCHASES IN APAC BY AGE GROUP
global
web
index
global
web
index

32. 32 @ESKIMON
BUT DO ONLINE SHOPPERS IN APAC PREFER
MOBILE WEBSITES OR NATIVE MOBILE APPS?

33. 33
MAY
2020
SOURCE: GLOBALWEBINDEX (Q1 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
NOTES: VALUES ABOVE ZERO INDICATE THAT INTERNET USERS IN THE COUNTRY ARE MORE LIKELY TO VISIT AN ONLINE RETAIL STORE ON THE WEB VIA MOBILE THAN USE A MOBILE SHOPPING
APP. VALUES BELOW ZERO INDICATE THAT INTERNET USERS ARE MORE LIKELY TO USE A MOBILE SHOPPING APP THAN VISIT AN ONLINE RETAIL STORE ON THE WEB VIA MOBILE.
38%
35%
34%
33%
30%
29%
27%
22%
21%
20%
17%
17%
15%
14%
14%
10%
10%
10%
9%
8%
8%
7%
6%
5%
4%
4%
3%
3%
3%
3%
2%
2%
2%
1%
0.4%
-4%
-5%
-7%
-7%
-7%
-8%
-13%
-14%
-16%
-20%
INDONESIA
PHILIPPINES
RUSSIA
SAUDIARABIA
INDIA
S.E.ASIA
UAE
MALAYSIA
SWEDEN
THAILAND
NETHERLANDS
APAC
VIETNAM
WORLDWIDE
COLOMBIA
CHINA
SINGAPORE
TURKEY
TAIWAN
SOUTHAFRICA
USA
ITALY
FRANCE
BELGIUM
IRELAND
EGYPT
SOUTHKOREA
CANADA
HONGKONG
JAPAN
ROMANIA
MEXICO
ARGENTINA
BRAZIL
SPAIN
ISRAEL
UK
GERMANY
AUSTRIA
POLAND
PORTUGAL
NEWZEALAND
AUSTRALIA
DENMARK
SWITZERLAND
MORE LIKELY TO USE A
MOBILE SHOPPING APP
MORE LIKELY TO VISIT AN ONLINE
RETAIL SITE VIA A MOBILE DEVICE
NUMBER OF INTERNET USERS WHO VISIT ONLINE RETAIL STORES ON THE WEB VIA MOBILE COMPARED TO USERS WHO USE MOBILE SHOPPING APPS*
MOBILE SHOPPING: RETAIL WEBSITES vs. MOBILE APPSW
global
web
index

34. 34 @ESKIMON
MOBILE’S ROLE ALSO VARIES MEANINGFULLY
DEPENDING ON THE PRODUCT CATEGORY

35. 108
APR
2020
SOURCE: CONTENTSQUARE 2020 DIGITAL EXPERIENCE BENCHMARK REPORT. NOTES: PERCENTAGES REPRESENT EACH DEVICE’S SHARE OF GLOBAL TRAFFIC TO ECOMMERCE WEBSITES DURING
FULL YEAR 2019, AND DO NOT FACTOR ACTIVITY IN NATIVE MOBILE OR TABLET APPS.
67%
66%
66%
57%
57%
56%
51%
39%
39%
30%
27%
29%
37%
36%
35%
41%
58%
58%
3%
7%
5%
6%
7%
8%
8%
4%
3%
LUXURY
APPAREL
BEAUTY
GROCERY
AUTOMOTIVE
HOME SUPPLY
& TECHNOLOGY
TRAVEL
ENERGY
FINANCIAL
SERVICES
MOBILE PHONE COMPUTER TABLET
PERCENTAGE SHARE OF VISITS TO ECOMMERCE WEBSITES BY DEVICE IN 2019, WITH DETAIL BY PRODUCT CATEGORY
SHARE OF ECOMMERCE WEBSITE TRAFFIC BY DEVICE
35

36. 36 @ESKIMON
MOBILE ALSO PLAYS AN INCREASINGLY
IMPORTANT ROLE IN B2B BUYER JOURNEYS

37. 37 @ESKIMON
Boston Consulting Group
BCG’s research found that 80% of B2B
buyers use mobile at work, and more
than 60% report that mobile played a
significant role in a recent purchase.

38. 38 @ESKIMON
TOP TAKEAWAY

39. 39 @ESKIMON
IDENTIFY HOW DIFFERENT DEVICES HELP WITH
DIFFERENT NEEDS ALONG THE BUYER JOURNEY

40. 40 @ESKIMON
POST-PURCHASE
ACTIVITIES
PURCHASE &
CONSUMPTION
CONSIDERATION
& EVALUATION
AWARENESS
& DISCOVERY
STAGES IN THE BUYER JOURNEY

41. 41 @ESKIMON
POST-PURCHASE
ACTIVITIES
PURCHASE &
CONSUMPTION
CONSIDERATION
& EVALUATION
AWARENESS
& DISCOVERY
FOCUS FOR THE REST OF MY SESSION

42. 42 @ESKIMON
THE IMPORTANCE OF A
VARIED CHANNEL MIX
#2

43. 43
APR
2020
SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTE: DATA REFLECT FINDINGS FOR INTERNET USERS AGED 16 TO 64 LIVING IN COUNTRIES IN ASIA-PACIFIC ONLY.
31%
29%
25%
25%
24%
24%
23%
22%
22%
22%
SEARCH ENGINES
ADS SEEN ON TV
TV SHOWS / FILMS
WORD-OF-MOUTH RECOMMENDATIONS
FROM FRIEND OR FAMILY MEMBERS
BRAND / PRODUCT WEBSITES
ADS SEEN ON SOCIAL MEDIA
ADS SEEN ON WEBSITES
RECOMMENDATIONS / COMMENTS
ON SOCIAL MEDIA
ADS SEEN ON MOBILE
OR TABLET APPS
CONSUMER REVIEW SITES
PERCENTAGE OF INTERNET USERS IN ASIA-PACIFIC* WHO SAY THEY DISCOVER NEW BRANDS AND PRODUCTS THROUGH EACH MEDIUM OR ACTIVITY
TOP CHANNELS FOR BRAND DISCOVERY: ASIA-PACIFIC
global
web
index

44. 44 @ESKIMON
HOWEVER, THIS RANKING VARIES BY COUNTRY,
AS WELL AS THE SHOPPER’S GENDER AND AGE

45. 45 @ESKIMON • SOURCE: GLOBALWEBINDEX (Q4 2019).
MEN IN ASIA-PACIFIC ARE MOST LIKELY TO DISCOVER
NEW BRANDS AND PRODUCTS THROUGH SEARCH
ENGINES, WITH 33% CITING THIS CHANNEL
TV ADS ARE THE PRIMARY SOURCE OF NEW BRAND
AND PRODUCT DISCOVERY FOR WOMEN IN ASIA-
PACIFIC, WITH 30% CITING THIS CHANNEL
SEARCH
ENGINES
ADS SEEN ON
TELEVISION
vs
CHANNELS WORK DIFFERENTLY BY GENDER

46. 46
APR
2020
SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
NOTE: DATA REPRESENT FINDINGS FOR COUNTRIES IN ASIA-PACIFIC ONLY.
16-24 YEARS OLD 25-34 YEARS OLD 35-44 YEARS OLD 45-54 YEARS OLD 55-64 YEARS OLD
SEARCH ENGINES 29%
TELEVISION ADS 27%
SOCIAL MEDIA ADS 25%
TV SHOWS / FILMS 24%
ADS IN MOBILE APPS 23%
WEBSITE ADS 23%
BRAND WEBSITES 23%
COMMENTS ON SOCIAL 23%
WORD OF MOUTH 23%
REVIEW WEBSITES 21%
SEARCH ENGINES 31%
TELEVISION ADS 29%
SOCIAL MEDIA ADS 25%
BRAND WEBSITES 25%
TV SHOWS / FILMS 25%
WORD OF MOUTH 24%
WEBSITE ADS 24%
ADS IN MOBILE APPS 23%
COMMENTS ON SOCIAL 23%
REVIEW WEBSITES 22%
SEARCH ENGINES 32%
TELEVISION ADS 30%
WORD OF MOUTH 25%
BRAND WEBSITES 25%
TV SHOWS / FILMS 25%
SOCIAL MEDIA ADS 24%
WEBSITE ADS 23%
COMMENTS ON SOCIAL 23%
REVIEW WEBSITES 23%
ADS IN MOBILE APPS 22%
SEARCH ENGINES 32%
TELEVISION ADS 32%
WORD OF MOUTH 27%
BRAND WEBSITES 25%
TV SHOWS / FILMS 24%
REVIEW WEBSITES 23%
WEBSITE ADS 22%
COMPARISON SITES 22%
IN-STORE ACTIVITIES 21%
ECOMMERCE SITES 21%
TELEVISION ADS 35%
SEARCH ENGINES 34%
WORD OF MOUTH 28%
TV SHOWS / FILMS 25%
BRAND WEBSITES 24%
WEBSITE ADS 22%
COMPARISON SITES 21%
IN-STORE ACTIVITIES 20%
REVIEW WEBSITES 20%
ECOMMERCE SITES 20%
PERCENTAGE OF INTERNET USERS IN ASIA-PACIFIC WHO SAY THEY DISCOVER NEW BRANDS AND PRODUCTS THROUGH EACH MEDIUM OR ACTIVITY
TOP CHANNELS FOR BRAND DISCOVERY IN APAC BY AGE
global
web
index

47. 47 @ESKIMON • SOURCE: BASED ON DATA FROM GLOBALWEBINDEX (Q4 2019).
BUT EVEN THE TOP CHANNEL ONLY INTRODUCES
ONE-THIRD OF APAC SHOPPERS TO NEW BRANDS

48. 48 @ESKIMON
THE PICTURE IS SLIGHTLY DIFFERENT FOR B2B
JOURNEYS, BUT THE OVERALL STORY IS SIMILAR

49. 49
JAN
2020
SOURCE: FINN PARTNERS B2B BUYERS INFLUENCE REPORT 2019. NOTE: DATA REPRESENT FINDINGS FOR B2B BUYERS BELOW THE AGE OF 65 IN ASIA-PACIFIC ONLY.
48%
44%
41%
38%
36%
36%
32%
31%
30%
INDUSTRY-SPECIFIC
CONSULTANTS
SUBJECT MATTER EXPERTS
OR INFLUENCERS
SUPPLIER
WEBSITES
SEARCH
ENGINES
THIRD-PARTY
REVIEW SITES
TRADE SHOWS
& CONFERENCES
INDUSTRY-SPECIFIC
ONLINE COMMUNITIES
SOCIAL MEDIA
CHANNELS
RECOMMENDATIONS FROM
COLLEAGUES OR FRIENDS
INFORMATION THAT B2B BUYERS IN ASIA-PACIFIC SAY THEY’RE MOST LIKELY TO USE DURING THEIR BUSINESS PURCHASE PROCESS
TOP INFORMATION SOURCES FOR APAC B2B BUYERS

50. 50 @ESKIMON
IMPLICATION

51. 51 @ESKIMON
BRANDS SHOULD ADOPT A VARIED CHANNEL
MIX IN ORDER TO RAISE BROADER AWARENESS

52. 52 @ESKIMON
BUT HOW PEOPLE USE THESE CHANNELS IS
JUST AS IMPORTANT AS WHICH ONES THEY USE

53. 53 @ESKIMON
THE EVOLUTION
OF SEARCH
#3

54. 54 @ESKIMON
SEARCH ENGINES ARE CLEARLY AN ESSENTIAL
CHANNEL FOR BRANDS IN ALL CATEGORIES

55. 55 @ESKIMON
BUT PEOPLE’S SEARCH BEHAVIOURS ARE
EVOLVING DUE TO NEW TOOLS AND INTERFACES

56. 33
APR
2020
SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
58%
56%
54%
52%
50%
49%
48%
46%
46%
45%
45%
40%
38%
38%
38%
37%
37%
35%
35%
34%
34%
33%
33%
32%
31%
31%
30%
26%
26%
25%
24%
23%
23%
22%
21%
21%
21%
21%
20%
20%
17%
17%
15%
INDIA
CHINA
INDONESIA
MEXICO
TURKEY
THAILAND
UAE
SAUDIARABIA
VIETNAM
WORLDWIDE
COLOMBIA
PHILIPPINES
BRAZIL
ITALY
USA
TAIWAN
MALAYSIA
SPAIN
SOUTHAFRICA
ARGENTINA
HONGKONG
SINGAPORE
CANADA
EGYPT
IRELAND
AUSTRALIA
UK
FRANCE
NEWZEALAND
ROMANIA
RUSSIA
SOUTHKOREA
POLAND
BELGIUM
GERMANY
SWEDEN
NETHERLANDS
PORTUGAL
SWITZERLAND
AUSTRIA
DENMARK
JAPAN
ISRAEL
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE)
USE OF VOICE SEARCH AND VOICE COMMANDS
global
web
index
56

57. 57 @ESKIMON
TOP TIPS FOR
VOICE SEARCH

58. 58 @ESKIMON
VOICE QUERIES ARE MORE CONVERSATIONAL,
SO USE NATURAL LANGUAGE IN WEB CONTENT

59. 59 @ESKIMON • SOURCE: GLOBALWEBINDEX (Q4 2019).
USE OF IMAGE SEARCH IS ALSO GROWING EVEN
MORE QUICKLY IN APAC THAN IT IS IN THE WEST

60. 60
APR
2020
SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
58%
58%
58%
51%
50%
49%
49%
47%
47%
45%
45%
45%
44%
43%
43%
43%
43%
41%
40%
39%
39%
38%
38%
38%
37%
33%
33%
33%
33%
32%
29%
29%
28%
27%
27%
27%
26%
26%
24%
24%
23%
22%
21%
20%
19%
18%
17%
15%
9%
BRAZIL
VIETNAM
THAILAND
PORTUGAL
COLOMBIA
ISRAEL
MEXICO
RUSSIA
S.E.ASIA
ITALY
POLAND
TURKEY
INDONESIA
SOUTHKOREA
ARGENTINA
EGYPT
SPAIN
CHINA
PHILIPPINES
SWITZERLAND
APAC
ROMANIA
AUSTRIA
WORLDWIDE
MALAYSIA
INDIA
FRANCE
U.A.E.
SAUDIARABIA
BELGIUM
GERMANY
HONGKONG
TAIWAN
SOUTHAFRICA
IRELAND
SINGAPORE
CANADA
NEWZEALAND
U.S.A.
NIGERIA
AUSTRALIA
KENYA
JAPAN
U.K.
MOROCCO
DENMARK
SWEDEN
GHANA
NETHERLANDS
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING AN IMAGE SEARCH TOOL ON THEIR MOBILE PHONE IN THE PAST MONTH
USE OF IMAGE SEARCH TOOLS ON MOBILE DEVICES
global
web
index

61. 61 @ESKIMON
TOP TIPS FOR
IMAGE SEARCH

62. 62 @ESKIMON
ENSURE IMAGES ON YOUR WEBSITE AND BLOG
INCLUDE SEARCH-FRIENDLY DESCRIPTIVE TAGS

63. 63 @ESKIMON
ENSURE IMAGES HAVE DESCRIPTIVE FILE NAMES,
AND ADD RICH ‘EXIF’ DATA WHEREVER POSSIBLE

64. 64 @ESKIMON
INCLUDE IMAGES OF PRODUCTS FROM MULTIPLE
ANGLES TO BOOST POTENTIAL SEARCH MATCHES

65. 65 @ESKIMON
PUBLISH AND TAG KEY PRODUCT IMAGES TO
IMAGE-CENTRIC PLATFORMS LIKE PINTEREST

66. 66 @ESKIMON
TAGGING IS ALSO ESSENTIAL DUE TO CHANGES
IN PEOPLE’S BRAND EVALUATION PROCESSES

67. 67 @ESKIMON • SOURCE: GLOBALWEBINDEX’S COMMERCE REPORT 2020.
‘SOCIAL SEARCH’ IS SECOND ONLY TO SEARCH
ENGINES DURING THE EVALUATION PHASE

68. 68
APR
2020
SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
45%
39%
35%
32%
32%
28%
25%
23%
21%
21%
SEARCH ENGINES
SOCIAL NETWORKS
CONSUMER REVIEWS
PRODUCT AND
BRAND WEBSITES
MOBILE APPS
PRICE COMPARISON
WEBSITES
VIDEO SITES
BLOGS ON PRODUCTS
OR BRANDS
QUESTION & ANSWER
SITES (E.G. QUORA)
DISCOUNT VOUCHER
AND COUPON SITES
PERCENTAGE OF INTERNET USERS IN APAC WHO USE EACH RESOURCE WHEN LOOKING FOR INFORMATION ABOUT BRANDS, PRODUCTS, AND SERVICES
TOP ONLINE RESOURCES FOR BRAND RESEARCH IN APAC
global
web
index

69. 69 @ESKIMON
BUT SOCIAL SEARCH IS EVEN MORE IMPORTANT
IF YOU HOPE TO ENGAGE YOUNGER AUDIENCES

70. 70 @ESKIMON
~ GlobalWebIndex’s Commerce 2020 Report
Social networks are now the second-
most widely used channel for online
product research after search engines,
but for 16-24s, social networks have
already overtaken search engines as the
most popular method of online research.

71. 71 @ESKIMON
IMPROVING SOCIAL SEARCH VISIBILITY ONLY
REQUIRES SIMPLE TWEAKS TO YOUR STRATEGY

72. 72 @ESKIMON
TOP TIPS FOR
SOCIAL SEARCH

73. 73 @ESKIMON
CRITICALLY, USE HASHTAGS LIKE YOU’D USE
SEARCH KEYWORDS IN YOUR SEO ACTIVITIES

74. 74 @ESKIMON
TOP TIP: GENERIC HASHTAGS ARE MORE USEFUL
THAN BRAND-SPECIFIC CAMPAIGN HASHTAGS

75. 75 @ESKIMON
BUT WHAT ABOUT INTRODUCING YOUR BRAND
TO PEOPLE WHO AREN’T SEARCHING YET?

76. 76 @ESKIMON
ADVERTISING DURING
THE COVID-19 CRISIS
#4

77. 77 @ESKIMON
ADVERTISING IS ONE OF THE TOP OPTIONS FOR
BRANDS THAT NEED TO RAISE AWARENESS

78. 78
APR
2020
SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
NOTE: DATA ONLY REFLECT FINDINGS FOR COUNTRIES IN ASIA-PACIFIC.
31%
29%
25%
25%
24%
24%
23%
22%
22%
22%
SEARCH ENGINES
ADS SEEN ON TV
TV SHOWS / FILMS
WORD-OF-MOUTH RECOMMENDATIONS
FROM FRIEND OR FAMILY MEMBERS
BRAND / PRODUCT WEBSITES
ADS SEEN ON SOCIAL MEDIA
ADS SEEN ON WEBSITES
RECOMMENDATIONS / COMMENTS
ON SOCIAL MEDIA
ADS SEEN ON MOBILE
OR TABLET APPS
CONSUMER REVIEW SITES
PERCENTAGE OF INTERNET USERS IN ASIA-PACIFIC WHO SAY THEY DISCOVER NEW BRANDS AND PRODUCTS THROUGH EACH MEDIUM OR ACTIVITY
TOP CHANNELS FOR BRAND DISCOVERY: ASIA-PACIFIC

79. 79 @ESKIMON
BUT SHOULD YOU EVEN THINK OF ADVERTISING
DURING THE ONGOING COVID-19 PANDEMIC?

80. 80 @ESKIMON
PERHAPS SURPRISINGLY, THE ANSWER FROM
CONSUMERS IS A RESOUNDING “YES!”

81. 81 @ESKIMON
~ Tom Smith, CEO, GlobalWebIndex, May 2020
Our research shows almost no consumer
concern about brands advertising at this
time. 85% of consumers either approve
of, or are impartial to, brands continuing
to advertise as normal, while just 1 in 7
people say that they disapprove.

82. 82
MAY
2020
51% 52% 51%
48%
45%
52%
60%
52%
43% 43%
SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 3, MAY 2020). *NOTE: VALUES DO NOT INCLUDE IMPARTIAL ANSWERS. FIGURES REPRESENT THE FINDINGS OF A
SURVEY OF INTERNET USERS IN AUSTRALIA, BRAZIL, CANADA, CHINA, FRANCE, GERMANY, INDIA, IRELAND, ITALY, JAPAN, NEW ZEALAND, PHILIPPINES, SINGAPORE, SOUTH AFRICA, SPAIN, THE
UNITED KINGDOM, AND THE UNITED STATES. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN APRIL 22 AND APRIL 27, 2020. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE MALE
PERCENTAGE OF GLOBAL INTERNET USERS WHO ACTIVELY APPROVE* OF BRANDS CONTINUING TO ADVERTISE AS NORMAL DURING THE PANDEMIC
SHOULD BRANDS CARRY ON ADVERTISING AS NORMAL?
global
web
index

83. 83 @ESKIMON
HOWEVER, RESEARCH SHOWS YOU SHOULD
ADAPT CONTENT THEMES AND TONE OF VOICE

84. 84
@ESKIMON • SOURCE: EDELMAN TRUST BAROMETER 2020 SPECIAL REPORT: BRAND TRUST AND THE CORONAVIRUS PANDEMIC. NOTE: RESPONSES VARY
BY CULTURE, AND SOME COUNTRIES WILL SEE QUITE DIFFERENT LEVELS OF APPROVAL AND DISAPPROVAL FOR EACH TOPIC. SEE FULL REPORT FOR DETAILS.
“I AM NOT PAYING ATTENTION
TO NEW PRODUCTS UNLESS THEY
ARE DESIGNED TO HELP ME WITH
MY CURRENT LIFE CHALLENGES”
“BRANDS SHOULD STOP ANY
ADVERTISING OR MARKETING
THAT IS TOO HUMOROUS OR
TOO LIGHT-HEARTED IN TONE”
“HOW WELL A BRAND RESPONDS
TO THIS CRISIS WILL HAVE A HUGE
IMPACT ON THE LIKELIHOOD OF ME
BUYING THAT BRAND IN THE FUTURE”
“I HAVE CONVINCED OTHER PEOPLE
TO STOP USING A BRAND THAT I FELT
WAS NOT ACTING APPROPRIATELY
IN RESPONSE TO THE PANDEMIC”
38%54%57%65%
SPECIAL COVID-19 TRUST BAROMETER FINDINGS

85. 32
APR
2020
SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 2, APRIL 2020). *NOTE: FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS AGED 16 TO 64 IN
AUSTRALIA, BRAZIL, CANADA, CHINA, FRANCE, GERMANY, INDIA, IRELAND, ITALY, JAPAN, NEW ZEALAND, PHILIPPINES, SINGAPORE, SOUTH AFRICA, SPAIN, THE UNITED KINGDOM, AND THE
UNITED STATES. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN MARCH 31 AND APRIL 02, 2020. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE:
FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE:
REPEATS OF CLASSIC SPORTS
MATCHES AND EVENTS
LIVE-STREAMS FROM MY
FAVOURITE SPORTS STARS
LIVE-STREAMS
OF ESPORTS
UPDATES FROM
BLOGGERS AND VLOGGERS
NONE OF THESE
KINDS OF CONTENT
FILMS
(MOVIES)
FUNNY VIDEOS
AND MEMES
HOW-TO AND
TUTORIAL VIDEOS
REPEATS OF POPULAR
CLASSIC TV SHOWS
LIVE-STREAMS FROM MY
FAVOURITE MUSICIANS
13% 21% 11% 17% 8% 14% 11% 11% 13% 14%
47% 50% 34% 33% 34% 32% 35% 30% 21% 20%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 IN SELECT COUNTRIES* WHO SAY THEY’D LIKE MORE OF EACH KIND OF CONTENT
COVID-19: TYPES OF CONTENT PEOPLE WANT
global
web
index
global
web
index
global
web
index
global
web
index
85

86. 86 @ESKIMON
RECOMMENDATION

87. 87 @ESKIMON
CONTINUE ADVERTISING IF YOU CAN, BUT
ADAPT APPROACHES TO THE CURRENT MOOD

88. 88 @ESKIMON
THE RISE OF THE EAST AND
EVOLVING EXPECTATIONS
#5

89. 89 @ESKIMON
ASIA’S DIGITAL PLATFORMS HAVE BEEN
GAINING MOMENTUM AROUND THE WORLD

90. 90 @ESKIMON
IN PARTICULAR, CHINA’S ECOMMERCE BRANDS
ARE GROWING BEYOND THEIR HOME MARKET

91. 27
APR
2020
SOURCE: ALEXA (APRIL 2020). *NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATA SHOWN HERE ARE NOT RESTRICTED TO ACTIVITIES ON ‘ALEXA’ VOICE-POWERED
PLATFORMS. ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT VISITORS SPEND ON EACH SITE, ON DAYS THEY VISIT EACH SITE, MEASURED
IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
# WEBSITE TIME / DAY PAGES / DAY # WEBSITE TIME / DAY PAGES / DAY
01 GOOGLE.COM 13M 16S 15.08
02 YOUTUBE.COM 13M 07S 7.35
03 TMALL.COM 6M 43S 2.88
04 FACEBOOK.COM 17M 46S 7.97
05 BAIDU.COM 7M 49S 4.50
06 QQ.COM 3M 41S 4.02
07 SOHU.COM 3M 44S 4.67
08 LOGIN.TMALL.COM 5M 01S 1.00
09 TAOBAO.COM 4M 13S 3.55
10 YAHOO.COM 4M 34S 4.32
11 360.CN 3M 14S 3.92
12 JD.COM 3M 29S 4.46
13 WIKIPEDIA.ORG 3M 51S 2.91
14 AMAZON.COM 9M 09S 8.36
15 SINA.COM.CN 2M 56S 3.52
16 WEIBO.COM 3M 07S 3.76
17 PAGES.TMALL.COM 1M 14S 1.48
18 LIVE.COM 4M 58S 5.15
19 REDDIT.COM 5M 54S 4.51
20 NETFLIX.COM 3M 39S 2.88
RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO ALEXA*, BASED ON TOTAL GLOBAL WEBSITE TRAFFIC
WORLD’S MOST VISITED WEBSITES (ALEXA)
91

92. 92 @ESKIMON
NEW EXPERIENCES
NEW EXPECTATIONS

93. 93 @ESKIMON
THIRD PARTIES SUCH AS
INFLUENCERS HAVE BUILT A
WHOLE WORLD AROUND
CHINA’S ECOMMERCE BRANDS
CHINA’S PAYMENTS ECOSYSTEM
AND ASSOCIATED EXPECTATIONS
ARE QUITE DIFFERENT TO THOSE
IN THE REST OF THE WORLD
DIFFERENT CULTURAL AND
TECH NORMS MEAN CHINA’S
ECOMMERCE PLATFORMS CAN
HAVE QUITE A DIFFERENT FEEL
THE PRODUCT RANGES AVAILABLE
ON CHINA’S TOP ECOMMERCE
PLATFORMS OFTEN DIFFER TO
THOSE ON WESTERN PLATFORMS
AUGMENTED
EXPERIENCES
PAYMENT
METHODS
DESIGN, UX &
NAVIGATION
BRANDS &
PRODUCTS
THE RISE OF THE EAST MAY CHANGE EXPECTATIONS

94. 94 @ESKIMON
PAY CLOSE ATTENTION TO CHINESE TRENDS, AS
THEY MAY RESHAPE GLOBAL BEHAVIOURS TOO

95. 95 @ESKIMON
MAKING SENSE OF
PERSONALISATION
#6

96. 96 @ESKIMON
PERSONALISATION PLAYS AN INCREASINGLY
IMPORTANT ROLE IN ENGAGING PEOPLE

97. 97 @ESKIMON
~ Accenture
91% of consumers say that they are
more likely to shop with brands that
provide offers and recommendations
that are personally relevant to them.

98. 98 @ESKIMON
BUT THERE’S STILL SOME CONFUSION AROUND
WHAT ‘PERSONALISATION’ ACTUALLY MEANS

99. 99 @ESKIMON

100. 100 @ESKIMON
Personalisation is about giving
people more of what they want,
and less of what they don’t want.

101. 101 @ESKIMON
RECOMMENDATIONS AND
TIPS THAT GO BEYOND
‘SELLING MORE STUFF’ TO
ADD REAL CONSUMER VALUE
TAILORING UX AND UI
TO DIFFERENT KINDS OF
PRODUCT INTEREST AND
OVERALL USER BEHAVIOUR
REMEMBERING WHAT
PEOPLE HAVE ADDED TO
THEIR CART, OR HOW THEY
LIKE TO USE THE PLATFORM
USING MARKETING TO
HELP CUSTOMERS ACHIEVE
THEIR OBJECTIVES, AS WELL
AS THE BRAND’S TARGETS
TRULY HELPFUL
SUGGESTIONS
CUSTOMISED
EXPERIENCES
REMEMBERING
PREFERENCES
RELEVANT
MARKETING
EXAMPLES OF GOOD PERSONALISATION

102. 102 @ESKIMON
BUT HOW DO WE KNOW WHAT PEOPLE WANT,
ESPECIALLY IF THEY DON’T KNOW THEMSELVES?

103. 103 @ESKIMON
DATA

104. 104 @ESKIMON
~ Accenture Personalization Pulse Check
83% of consumers are willing
to share their data to create a
more a personalised experience.

105. 105 @ESKIMON
!

106. 39
APR
2020
SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
81%
80%
79%
77%
73%
73%
72%
72%
71%
69%
69%
67%
66%
66%
65%
65%
65%
64%
64%
64%
64%
64%
63%
63%
63%
62%
61%
61%
61%
60%
60%
59%
59%
58%
57%
55%
55%
53%
50%
49%
47%
39%
38%
BRAZIL
PORTUGAL
COLOMBIA
MEXICO
INDIA
SPAIN
ARGENTINA
MALAYSIA
ROMANIA
SOUTHAFRICA
IRELAND
USA
SINGAPORE
CANADA
EGYPT
ISRAEL
WORLDWIDE
HONGKONG
PHILIPPINES
RUSSIA
SAUDIARABIA
FRANCE
AUSTRALIA
CHINA
TAIWAN
UAE
ITALY
UK
POLAND
TURKEY
INDONESIA
THAILAND
NEWZEALAND
DENMARK
VIETNAM
BELGIUM
SWITZERLAND
GERMANY
NETHERLANDS
AUSTRIA
SWEDEN
SOUTHKOREA
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA
CONCERNS ABOUT MISUSE OF PERSONAL DATA
global
web
index
106

107. 107 @ESKIMON
HOWEVER

108. 108 @ESKIMON
GIVING PEOPLE WHAT THEY WANT IS MORE
IMPORTANT THAN KNOWING THEIR NAME

109. 109 @ESKIMON
YOU DON’T NEED HUGE AMOUNTS OF P.I.I. TO
DETERMINE WHAT INDIVIDUAL SHOPPERS WANT

110. 110 @ESKIMON
vs
TRACKING INDIVIDUALS
TRACKING BEHAVIOURS

111. 111 @ESKIMON
1. IDENTIFY THE DIFFERENT ROLES OF CONNECTED
DEVICES AT EACH STAGE OF THE BUYER JOURNEY
2. A VARIED MIX OF MARKETING CHANNELS IS ESSENTIAL
IN ORDER TO REACH AS WIDE AN AUDIENCE AS POSSIBLE
3. EXPAND YOUR SEO AND SEM STRATEGY TO CATER TO NEW SEARCH
TOOLS AND BEHAVIOURS, INCLUDING VOICE, IMAGE, AND SOCIAL SEARCH
4. IF BUDGETS PERMIT, CONTINUE TO ADVERTISE DURING THE
PANDEMIC, BUT ADAPT YOUR APPROACH AND TONE OF VOICE
5. KEEP TRACK OF TRENDS IN CHINESE ECOMMERCE, AND
IDENTIFY HOW CHANGES MIGHT IMPACT GLOBAL BEHAVIOURS
6. BUILD PERSONALISATION ACTIVITIES AROUND BEHAVIOURS,
RATHER THAN PERSONALLY IDENTIFIABLE INFORMATION
SUMMARY OF RECOMMENDATIONS

112. 112 @ESKIMON
ADDITIONAL
RESOURCES
#7

113. 113 @ESKIMON
EXPLORE THE VERY LATEST CHANGES DUE
TO COVID-19 AT GLOBALWEBINDEX.COM

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