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类型BAIN Digital Consumers of Tomorrow Here Today by Facebook and Bain and Company.pdf

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    Report Digital Consumers of Tomorrow Here Today by Facebook and Bain Company
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    1、Digital Consumers of Tomorrow,Here TodayA SYNC SOUTHEAST ASIA REPORTTable of contentsFive years of digital transformation in a single year7The digital consumer of tomorrow is here 19Steering the future41How consumers discoverNew norms=new purchasing habitsThe 6 types of digital consumers22 3037How c

    2、an brands adaptThe age of enablers5156IntroductionSYNC Southeast AsiaSoutheast Asia digital consumer trends that shape the next normalHow have recent events spurred changes for digital consumers and which trends have accelerated or reversed vs last year?3READ THE REPORTHow Southeast Asias emerging m

    3、iddle class is embracing the digital world of tomorrow.201820192020What the new consumer habits and digital journeys are for the fastest growing population in five Southeast Asian countries,and what this means for brands.READ THE REPORTRiding the digital wave:Southeast Asias digital consumer in the

    4、Discovery GenerationWhat the spending behaviours of Southeast Asias online shoppers are,the challenges brands face in reaching them and the opportunities that lay ahead.READ THE REPORTA thought-leadership series about keeping in tune with the consumers of tomorrow.Through this series,Facebook and Ba

    5、in&Company take business leaders deeper into the emerging trends and rising opportunities shaping the vibrant region.IntroductionForward,fasterOur 2019 study Riding the Digital Wave introduced us to the new type of Southeast Asian consumer:The digital consumer who purchases goods or services online

    6、at least once a year,and a Discovery Generation whose purchasing habits are largely driven by inspiration and openness to digital discovery.We examined their rapid rise,their spending patterns,and what their emergence means for many brands.Come 2020,the move from an offline to an online economy has

    7、taken off much faster than anyone expected.Change that was supposed to take place over a few years happened in one.Many of the trends we forecast took place,but at an accelerated (and exhilarating!)pace,which means more digital consumers with higher online spending across a broader set of categories

    8、.As we entered a new decade,we spoke to these digital consumers again and asked how 2020 has shaped and continues to shape them.This is their story.4Introduction5Top 10 insightsFive years of digital transformation in a single yearSoutheast Asias online retail penetration surpasses Indias13By the end

    9、 of 2020,the number of digital consumers in Southeast Asia would reach 310 million,a number we previously forecast will be reached only by 2025.This means almost 70%of Southeast Asian consumers will go digital by the end of 2020.Southeast Asias online retail market penetration has also now surpassed

    10、 Indias,increasing 1.6x to reach 5%.Southeast Asias online retail market now accounts for 5%of its total(including offline),higher than Indias 4%.Its ecommerce gross merchandise value grew 23%per year from 2018 to 2020,faster than the compounded annual growth rate of Chinas,Indias,and the United Sta

    11、tes GMV during the same period.More categories now purchased online,especially groceriesOnline retail penetration expands for all categories,while that of groceries nearly triple24Southeast Asian consumers arent just spending more online as we forecast in 2019,theyre also buying into more categories

    12、.In 2020,consumers are going online to buy an average of 5.1 categories an increase of 40%in just one year.People are also now more receptive to grocery shopping online:43%of respondents said they now shop online for packaged groceries.Each category we looked at be it consumer electronics and access

    13、ories;clothing,footwear and accessories;personal care and beauty;household,appliances and furnishings saw at least a 1.4x increase in online retail penetration from 2019 to 2020.But the highest growth came from groceries,which achieved a 2.7x growth in online retail penetration as more people shoppe

    14、d online.Introduction6Social media,video,and messaging are crowd favourites for Discovery CommerceReliability and value keep customers returningPromoters make a difference:They spend 2x more than Detractors579Social media,short videos,and messaging together are peoples most preferred online channels

    15、 for discovering new brands and products,with 62%of consumers citing them as top channels for online discovery.Social media is also the top channel for discovering and viewing short and medium-length videos:Among those surveyed,63%find new short videos primarily through social media,while 54%discove

    16、r medium-length videos through this platform.In the 6 Southeast Asian countries we surveyed,reliability and value are the top 2 reasons cited for switching brands.They were also the top factors cited for switching between most frequently used websites:42%said they switched due to better pricing,while 34%cited better product quality.Good value and reliability help retain Promoters.Businesses who want to keep Detractors at bay can benefit by addressing reliability issues such as lack of availabili

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