Table of Contents
Consumers in the Digital World: Hyperconnectivity and Technology Trends
THE HYPERCONNECTED CONSUMER
Exploring the impact of technology on today’s global consumer
Studying the habits of hyperconnected consumers
DEVICE ACCESS AND ACTIVITIES
A look at device ownership, features and internet access
Laptops and smartphones are making older technology obsolete (but not dead yet)
Chart 1 Access to Consumer Electronics Among Global Respondents 2014
Access typically implies ownership, with few exceptions
Android and Apple dominate smartphone and tablet categories
Chart 2 Tablet and Smartphone Operating Systems 2014
Table 1 d smartphone owners opt for small and swipe-able screens
Consumers prefer protected internet access over public
Chart 3 Type of Internet Access Used, by Device 2014
Device-specific activities of the hyperconnected consumer
Mobile devices dominate for immediate needs; computers for long-form reading
Chart 4 Online Activities, by Device 2014
Consumers trust in computers when dealing with sensitive information
Chart 5 Spending, Banking and Personal Tracking Activities, by Device 2014
Consumers choose smartphones for quick connections, computers for longer messages
Chart 6 Communication Activities, by Device 2014
For media content, consumers choose their device based on level of engagement
Chart 7 Media and Content Streaming Activities, by Device 2014
Mobile devices enable user-generated content
Chart 8 Content Creation and Media Activities, by Device 2014
Personal devices often used for work-related tasks
Chart 9 Use of Personal Devices for Work-Related Activities 2014
USE OF TECHNOLOGY IN SHOPPING
Product comparison and research
Computers are the top choice for comparing products and prices
Chart 10 Devices and Channels Used for Product Research 2014
Most use computers to compare prices, but mobile devices popular among younger consumers
Chart 11 Devices and Channels Used for Comparing Prices and Searching for Deals 2014
Making the purchase
Two in three internet-connected consumers shop online for electronics and appliance purchases
Fit technology and free returns assuage concerns about buying clothes online
Chart 12 Online Purchasing Habits, by Product Category 2014
Travellers coordinate trips online; close-to-home entertainment often bought on-site
Household items easier to re-stock when in-store; online more appealing for personal care
Consumers in their 30s and early 40s represent heaviest online shoppers
Chart 13 Online Purchasing Habits, by Age Group 2014
E-commerce booming in some emerging markets, but ailing in others
Chart 14 Online Purchasing Habits in China, India, the Middle East and Russia 2014
Post-purchase preferences
Human touch more important when seeking customer support
Online support services critical for products that are hard to bring to service counter
Chart 15 Devices and Channels Used for Interacting with Customer Support 2014
In-store returns preferred over mailing or pick-up
Chart 16 Preferred Methods of Returning Purchases, by Product Category 2014
Older consumers prefer at-home pick-up for larger/heavier items
MOBILE PURCHASING AND PAYMENTS
Emergence of mobile shopping
Mobile devices have yet to eclipse computers when making online purchases
Chart 17 Online Purchasing Habits, by Device 2014
Emerging market consumers more apt to make purchases via mobile phone
Chart 18 Use of Mobile Phone for Making Purchases, by Country 2014
Young consumers are most eager to adopt mobile shopping habits
Chart 19 Use of Mobile Phone for Making Purchases, by Age 2014
Mobile shopping: On the go or from the couch?
Most online purchases made from home, even those made on mobile devices
Some items are better suited to on-the-go purchasing
Chart 20 Location While Making Online Purchases, by Device 2014
Consumers in India and China most inclined to make mobile purchases away from home
Chart 21 Location While Using a Mobile Phone to Shop 2014
Barriers to mobile shopping
Security concerns and cumbersome interfaces prevent some purchases made via smartphone
Table 2 er suited for transactions, though security concerns remain
Chart 22 Barriers to Mobile Shopping, by Device 2014
Young consumers disuaded by user experience issues; over-60s find it easier to buy in-store
Typical mobile payment platforms
Traditional websites are the most trusted mobile payment platform
Emerging market consumers and under 45s more likely to use mobile payment platforms
Chart 23 Typical Mobile Payment Platforms, by Market 2014
Peer-to-peer payments and other emerging platforms
Cash and check falling behind online options
Third party providers such as PayPal now mainstream, but newer platforms remain niche
Digital payment platforms are most popular among online consumers in emerging markets
Chart 24 Peer-to-Peer Payment Methods, by Market 2014
Established financial service companies considered most dependable
Alternative payment platforms must build trust to capture share of payments market
Chart 25 Trust in Potential Banking Platforms 2014
TRENDS IN SHOWROOMING AND WEBROOMING
Exploring the role of showrooming with the hyperconnected consumer
Online discounts compel consumers to showroom
Consumers prefer to test out high-price/high-tech goods in-person
Chart 26 Reasons for Reviewing Products In-Store before Purchasing Online 2014
Apparel often purchased online if store is out of stock
Scanning crowded aisles in-person makes it easy to narrow down selection online later
Chart 27 Tendency to Review Products In-Store Before Purchasing Online, by Category 2014
Emerging market consumers showroom more often and for different reasons
Chart 28 Tendency to Review Products In-Store Before Purchasing Online, by Market 2014
Loyalty points, easy delivery and in-store technology could help retailers keep the sale
Chart 29 Ideal Physical Store Features 2014
Exploring the role of webrooming with the hyperconnected consumer
Internet used to gather information before buying in-store
Chart 30 Reasons for Reviewing Products Online Before Purchasing In-store 2014
Webrooming most common for high-tech gear; few bother for household essentials
Chart 31 Tendency to Review Products Online Before Purchasing In-Store, by Category 2014
Fast, free delivery and returns could reduce fear of buying products sight-unseen
In-depth product information may convert browsers into buyers
Chart 32 Ideal Online Store Features 2014
THE FUTURE OF RETAIL
In-store mobile payments
Few consumers swipe or tap to pay; many do not have the option
In-store mobile payment adoption much greater in emerging markets
Chart 33 Frequency of In-Store Mobile Payments, by Market 2014
Consumers most likely to use in-store mobile payments in restaurants and supermarkets
Chart 34 Typical In-Store Mobile Payment Location 2014
Use of in-store mobile payments should remain steady; increases driven by emerging markets
Chart 35 Intended Use of In-Store Payments in Next Year, by Market 2014
Naysayers remain disinterested, especially among older and developed market consumers
Chart 36 Interest in In-Store Mobile Payments, by Market 2014
Security fears hinder in-store payment adoption, but so does lack of interest
Emerging market adoption impeded by functionality issues; developed market adoption by apathy
Chart 37 Key Barriers to Usage of In-Store Mobile Payments, by Market 2014
Consumers open to new payment technology if offered more security or convenience
Chart 38 Features that Would Motivate Increased Use of In-Store Mobile Payments 2014
Meeting or exceeding benefits offered by existing payment methods key to adoption
Future of brand-customer interactions
Social media users opt for passive rather than active engagement
Few use social media for customer service or complaints
Chart 39 Interactions with Brands and Retailers on Social Media 2014
Under-30s more likely to engage with brands, but still avoid promoting products
Emerging market consumers willing to promote brands and make purchases via social media
Chart 40 Interactions with Brands and Retailers on Social Media, by Market 2014
Apathy and privacy concerns hinder consumer-brand interaction
Chart 41 Reasons for Not Interacting with Brands on Social Media 2014
Many consumers willing to share phone location in exchange for discounts or deals
Intrusiveness of location-based marketing remains a concern for many
Chart 42 Attitudes Towards Location-Based Marketing 2014
DIGITAL FUTURES
Digital media and online storage
Consumers more inclined to buy bite-sized media than long-form or audio content
Young consumers are most likely to buy digital media
Chart 43 Recent Digital Content Purchases, by Age 2014
Content typically purchased on the device best suited to store or play it
Chart 44 Device Used to Purchase Digital Content 2014
Streaming services enable ownership-free access to content (ideally for free)
Chart 45 Use of Digital Media Services to Access Content 2014
Cloud-based services are emerging as new way to save digital content
Consumers are more comfortable saving small or non-sensitive files to online storage services
Chart 46 Use of Online Storage Space 2014
Young consumers rely most heavily on cloud-based storage services
Emerging markets embracing cloud services for storage (if not streaming or sharing)
Chart 47 Use of Online Storage Services, by Market 2014
Security concerns remain high; may impede wider adoption of online storage services
Cloud services score high marks for convenience and affordability
Chart 48 Attitudes Towards Online Storage Services 2014
Wearable technology
Interest outweighs indifference, but lack of knowledge stifles wearable category growth
Chart 49 Likelihood of Purchasing Wearable Device 2014
Interest in wearables lies mainly in features that already exist in app or stand-alone form
Consumers seek wearables that deliver unique safety or security benefits
Chart 50 Interest in Wearable Technology Features 2014
Age determines interest and relevance of wearable features
Entertainment-orientated wearables could gain traction in emerging markets
Chart 51 Interest in Wearable Technology Features, by Market 2014
Demonstrating relevance will be key in building awareness and overcoming cost barriers
Chart 52 Barriers to Adoption of Wearable Technology 2014
Internet privacy and security concerns
Most believe information shared online can be stolen or exploited
Though few approve of advertiser tracking, some see the benefit of targeted ads
Chart 53 Attitudes Towards Internet Privacy 2014
Older consumers express more general security concerns
Chart 54 Attitudes Towards Internet Privacy, by Age 2014
Attitudes generally consistent across regions; feelings towards targeted ads are more divisive
Chart 55 Acceptance of Targeted Ads, by Country 2014
REACHING THE HYPERCONNECTED CONSUMER
Build connection points across devices
Create a seamless omnichannel shopping experience
Merge the physical and digital retail landscape
Communicate user benefits to overcome inertia
Establish trust and practice transparency to overcome security concerns
Launch new innovations in tech-hungry emerging markets
METHODOLOGY
Focus and design
Fielding and data cleaning