2018年数字消费趋势.pdf

TRENDS 181Trends 18THE TRENDS TO KNOW FOR 2018globalwebindex | helloglobalwebindex | globalwebindexTable of ContentsTRENDS 18TRENDS 1832017 saw the ideology of the free market in retreat as President Trump demanded the USA walk away from NAFTA, the UKs Brexit moved forward, and emergent extremist politicians from the left and right pushed for closed markets and borders. These developments supposedly reflect a growing movement away from globalization yet (ironically) most of these politicians and political movements have used social media, the ultimate expression of free and connected markets, to push their closed-market agenda.However, the process of globalization in the digital world is in the hands of the people, not politicians and it will never stop. Over the course of 2016 alone, a staggering 350m people chose to get online for the first time. Thats the equivalent of the entire population of the USA.Globalization in the digital world is driven by people, not politicians - and it will never stopTHE GROWTH OF INTERNET ACCESS WORLDWIDESOURCE: ITU World Telecommunication / ICT Indicators databaseTHE GLOBALWEBINDEX VIEWWhy Big Markets Need Audience Insight Tom SmithCEOTRENDS 184This global market of people, ideas and information has radically lowered the cost of acquiring customers. The spread of social media, content platforms and self-service advertising means that any business can be engaged in marketing to connect with their audience. In the old media world, you needed a big budget and a collection of agencies today the barriers of entry for marketing are almost zero. Now millions of marketers are using digital channels to engage their audience, find customers and grow sales.The result is that companies can grow faster than ever, and those who are best at serving this massive market like Apple, Google and Facebook can become some of the most highly-valued companies in history. Even in the world of physical goods, acceleration is happening to companies that engage their audience through social platforms and employ technology to expand their market size and sell direct to consumer. Dollar Shave Club went from $0 to $200m in revenue in only 4 years and completed a $1bn exit, HelloFresh scaled to c.600m of sales in less than 4 years and Tesla booked c.500k pre-orders for its model 3 without a dollar spent on advertising. The key aspect of succeeding in this globalized market is knowing your audience. The core marketing processes of identifying the most important audience and defining how to engage them while always a key part of marketing are now paramount for success. When markets are so large, marketing built without highly segmented communication will fail. The acceleration of these trends underlines the principles we built our product around. Massive scale combined with a very large taxonomy of data means marketers can identify exactly the right audience, however niche, anywhere in the world. And distributing our data through our own platform means any user can self-serve global audience insights in seconds vital in the real-time communications landscape in which we all operate. Whatever happens thanks to our politicians in 2018, the global marketplace of internet users will swell with yet more hundreds of millions of people and the opportunities for marketers to help drive businesses to ever increasing levels of scale will only increase.I first got online in 1998, and compared to todays internet experience it was slow, entirely text-based and full of false promise. I remember wondering what the fuss was about. Getting online now is a revelatory experience, providing immediate access to an open market of opinion, ideas, communication, products, services and media. Mobile phones and global platforms like Facebook, Netflix and Twitter have supercharged the speed and scale of access and helped give us the potential to access anything, from anywhere in the world. The result of this vast and growing market is that businesses and marketers today have an incredible opportunity. The scale of the addressable audience for any business has been radically changed, often 10x or 20x the size of markets in the old media world where most advertising was local. Now, any business of any scale, from the one-man Etsy shop to the Fortune 500, can reach any consumer anywhere in the world. GlobalWebIndex is itself a testament to this new world, with users in 170 countries worldwide and staff in London and New York. The global market of people, ideas and information has radically lowered the cost of acquiring customersKnowing your audience is key to succeeding in this globalized marketTRENDS 18501 | JASON MANDERGen Z are now attracting the type of attention that has long been bestowed on Millennials, but with little separating Gen Zers (16-20) from the youngest Millennials in terms of age, how different should we expect these two audiences to be? Do Gen Zers really have defining characteristics distinct from those of their Millennial counterparts? The simple answer here is yes. Although there are plenty of common behaviors and attitudes which unite the two groups, here we outline six unique Gen Z traits that all marketers should have on their radar during 2018.GET TO KNOW GEN ZGUIDE TO READING CHARTSFigures represent the percentage-point difference between Gen Z and MillennialsGen ZMillennialsPhoto by Jean GerberTRENDS 186Gen Z visit about the same number of social platforms/apps as Millennials an average of 6.5 each month. However, Gen Z devote longer each day to social media than their older counterparts, averaging nearly 3 hours (vs 2 hrs 39 mins for Millennials). Their attachment to mobile is a clear contributor to this, promoting an anytime, anywhere type of social engagement.The mobile-centric nature of Gen Z also drives their engagement with particular platforms. Facebook and YouTube may still attract the biggest Gen Z contingent but Gen Zers are slightly less likely than Millennials to be Facebooking, Pinteresting or Tweeting, and more likely to be Instagramming and Snapchatting.This trend becomes particularly apparent in a key market like the US, where Gen Z have a 20-point lead over Millennials for using Evan Spiegels app. The appeal of these “younger” apps, as well as this audiences fondness for photos and bite-sized content, is highly relevant too. 02. Social, Social, SocialGen Z stand apart from the equally mobile-centric Millennial generation for having crossed the Mobile Tipping Point meaning they spend longer on their phones each day than on all other devices combined. The mobile-first mindset of Gen Zers has a profound impact on their other media behaviors. They spend longer than Millennials on music streaming (a very mobile-friendly activity) and also devote around 20 minutes less per day to broadcast TV. Interestingly, they are also a little behind for online TV/streaming, but thats partly because of their love of all things social and all things video which leads to a demand for short bite-sized content. 01. Generation MobileTOP SOCIAL MEDIA PLATFORMSGlobal (exc. China) Spotlight on USAGen Z are less likely to be Facebooking and more likely to be SnapchattingAVERAGE DAILY TIME SPENT ON THE FOLLOWINGTRENDS 18TRENDS 187Social comes to the forefront once again for brand research. Gen Z are the only generation where more people say they use social media to research products than search engines. Whats more, Gen Z consistently under-indexes for “traditional” channels like price comparison and consumer review sites, while over-indexing for “newer” channels such as vlogs.04. Social ResearchWeve seen already that Gen Z love social, and spend longer on it than any other generation. One key reason is that they use social media to fill up their spare time much more so than Millennials. In fact, while the two generations score equal figures for the majority of the social media usage motivations tracked by GlobalWebIndex, they stand apart not just for killing time, but for finding content. Gen Zers want to be entertained, and theyre looking for this to happen in the social space.03. Time RichGen Z are more likely to use social media to research products than search enginesTOP 5 REASONS FOR USING SOCIAL MEDIA TOP 5 BRAND RESEARCH CHANNELSTRENDS 18TRENDS 188Gen Z might know what they want, but in many cases they lack the spending power to obtain it. Helping this generation to realize their aspirations is a key challenge.So, while they over-index notably for wanting an iPhone as their next handset, they lag behind Millennials for actually owning one. In fact, across the 11 connected devices tracked in the GlobalWebIndex survey for personal ownership, they are less likely than Millennials to have 10 of them (the smartphone being the only exception). But even for their much-loved mobiles, Gen Zers are notably less likely to say they plan to upgrade or buy a new handset in the next 18 months. Similarly, they are less likely than Millennials to feel affluent, less likely to have bought premium brands, and more likely to value things such as free delivery and money-off coupons.06. Enthusiasm Trumps OwnershipAsk Gen Z which brand(s) would be their top choice for their next mobile handset, and this generations love of status is clear: the iPhone is not just the top choice, its of bigger appeal to Gen Z than to Millennials. In some of Apples strongest markets, this trend becomes even more pronounced: in the UK, for example, 2 in 3 Gen Zers cite the iPhone as their most coveted handset, vs 1 in 2 Millennials.This runs through their attitudes too: 1 in 4 Gen Zers want brands to make them feel cool or trendy, compared to 1 in 5 Millennials and 1 in 7 internet users more generally. This is a generation that wants to look and feel the part.05. Status MattersTOP 5 DEVICES OWNEDTRENDS 18TOP MOBILE BRANDS BY CONSIDERATIONTRENDS 18902 | CHASE BUCKLEIt has often been assumed that social commerce will transform the way we shop online. As we enter 2018, however, its a trend that has gained traction in parts of Asia but is yet to take hold in the West, where online shopping is still firmly rooted in traditional online retailers. Many major social platforms have learned the lesson that introducing buy buttons does not automatically equate to in-platform sales. But as 2017 draws to a close, two converging trends could lay the groundwork for social commerce to re-enter the stage: changing consumer mindsets and evolving social engagement patterns. Rising smartphone ownership together with declining PC/laptop ownership are being compounded by a striking growth in consumers classing mobiles as their most important devices for getting online; globally, 58% now say this. Whats more, online buying - once a PC/laptop-centric activity due to the perceived security benefits of these devices is now a mobile-first activity.SOCIAL COMMERCE: TAKE 2For commerce and social activities to take place in the same space, it needs to be on mobileDEVICE IMPORTANCE OVER TIME% of internet users who say the following device is their most important for accessing the internetSOCIAL MEDIA ENGAGEMENT OVER TIMETime spent per day on social media in hh:mm% of internet users who use social media to research / find products to buyQUESTION Which of these would you say is the most important device you use to access the internet, whether at home or elsewhere? / Roughly how many hours do you spend engaging with/connected to social media during a typical day? / What are your main reasons for using social media?SOURCE GlobalWebIndex 2015 - 2017 (averages across all waves conducted in each year) BASE 197,734 (2015), 211,023 (2016) & 178,421 (2017) Internet Users aged 16-64Explore the dataExplore the dataTRENDS 1810This can only be good news for social commerce, with mobiles able to facilitate a seamless combination of transactional and social activities (just look at the success of Weixin/WeChat in China as a commerce platform).Of course, social media engagement has long been a mobile-first activity. But the rise of the mobile as the main gateway into social has brought with it two critical trends: multi-networking and passive networking. Maintaining a portfolio of social media accounts has resulted in many users picking and choosing between platforms for particular activities in order to engage with specific groups. And the migration of many online activities to social has meant networkers are a lot more likely to be using social media for more purposeful reasons, especially when it comes to commerce. Social strengthening its role as a product research channel and rising time spent on social media per day both point towards networking behaviors becoming less centered around sharing content about daily lives, and more oriented around fulfilling activities which conventionally lie outside of the social arena.For buy buttons to catch on, social platforms need to persuade consumers that they are a viable, secure and above all convenient way to shop. The only way to do this is to nurture those areas where social and commerce activities currently overlap the most, such as product research and brand interactions (37% are following brands on social media). At the heart of this is convenience social commerce could allow for a seamless online shopping experience, one which is centered around the smartphone providing consumers with innovative, on-hand tools to find the products they want. Chinese social platforms have led the way in convenience, letting users pay for bills or pay for items in-store or online. And while China is obviously an exemplar, localized solutions in selling the idea of social commerce in mature markets need to be employed which dont overstep their mark. Localized solutions in selling the idea of social commerce in mature markets need to be employedPinterest has invested significant resources in its visual search technology product Lens, and Instagram has tried to bridge the gap between visual brand discovery and purchase in its Tap to View tags. Both of these are great examples of platforms using their existing strengths to add real value to the shopping experience. Building out this underlying framework and ensuring that social channels are part of an omni-channel strategy will prompt online shoppers to use social in a much more organic way. And this point is paramount social commerce must learn a lesson from online advertising. Strong uptake of ad-blocking due to ad-weariness is a clear example of consumer backlash in the face of any marketing attempt that compromises their online experience. If social commerce doesnt make a serious impact this time around, its unlikely to get another chance.TRENDS 181103 | KATIE YOUNGIn a splintering media landscape, live sports have managed to retain their appointment viewing status. But with the likes of ESPN,