DigitasLBi reveals global shopping trends in latest study

The Connected Commerce 2016 study shows 29.8 per cent of shoppers in India expect items they've bought to be delivered in one day, and many more details

BestMediaInfo Bureau | Mumbai | August 12, 2016

Global marketing and technology agency DigitasLBi recently announced the findings of its 2016 Connected Commerce study, which reveals the latest retail trends in 15 countries: Australia, Belgium, China, Denmark, France, Germany, Hong Kong, India, Italy, the Netherlands, Singapore, Spain, Sweden, the UK and the USA.

The global study, which was developed and led by DigitasLBi in France, focuses on the behaviour of consumers who have shopped online in the last 30 days and also includes insights garnered via DigitasLBi's proprietary IDIOM data platform.

In the Indian sub-continent, it was observed that about 29.8 per cent of shoppers in India expect items they've bought to be delivered in one day. 88.6 per cent of shoppers in India look for other shoppers' opinions online before making a purchase. 57.7 per cent of shoppers in India consult friends and family before making a purchase. 8.1 per cent of shoppers in India see sales' advisers' expertise as the key benefit as shopping in-store.

About 92.4 per cent of people feel real pleasure when shopping offline, the reason being the ability to test the product in store versus on digital. 33.2 per cent of fashion purchases by 18- to 24-year-olds are done on the bed. 46.5 per cent of 18- to 34-year-olds purchase online at least once a day. 76.9 per cent of food purchases online are planned.

36.3 per cent of fashion purchases online are spontaneous, while 55.4 per cent of online purchases are not made alone. 80.3 per cent of people don't want to share their personal details. Almost 90 per cent of people like to have personalised products or services.

38.6 per cent of people first search for product information on a retailer website or app and only 3.2 per cent of shoppers head to blogs or forums first, to get product information. For 66.9 per cent of buyers, phone is the preferred channel for assistance.

Fern Miller, Chief Marketing Officer, International at DigitasLBi, said, “Connected Commerce 2016 shows us the wider context of shoppers' decision making, in-store, online, and beyond. Whether it's browsing for fashion in bed or shopping with a wearable, our customers are finding new ways to choose the things they want, and by looking at a connected view of the sales journey, smart brands can find ways to improve their service and ultimately, their performance.”

Amaresh Godbole

Amaresh Godbole, Managing Director, DigitasLBi India, said, “The DigitasLBi Connected Commerce study is one of the rare sources that helps us understand the human impact of these buzzwords. It gives a window into the interconnections and behavioural evolution of shoppers in India and allows a comparison with other shoppers around the world. This study is a rich source of insights for marketers and advertisers and will help make decisions about how to target Indian shoppers in a connected world.”

He added, “For instance, we now know that over 33 per cent of fashion purchases by youngsters aged 18-24 are done from their bed. And almost 37 per cent of all online food purchases are made while watching TV. This takes us to a whole new level of understanding of the context of our consumer, which can lead to great storytelling, media decisions and experiences.”

The methodology used was a study created by DigitasLBi in France, with a survey led by IFOP. The sample size was 1,000 people online, representing an age range of 18-64 years, according to categories(sex, age, salary or social profile, area and professional status).

The study was carried out via an online questionnaire between May 4 and May 23, 2016.  Additional insights are available on DigitasLBi's IDIOM data platform.

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