2018年数字消费指数：确定数字投资的关键机会（英文版）.pdf

2018 Digital Consumer Index: Identifying Key Opportunities for Digital Investment January 2019 Euromonitor International PASSPORT 2 INDUSTRY: SECTOR ALL ANALYSIS STAYS WITHIN THE GREEN BOX Euromonitor International This piece of content includes proprietary information from Euromonitor International and cannot be used or stored with the intent of republishing, reprinting, repurposing or redistributing in any form without explicit consent from Euromonitor International. For usage requests and permission, please contact us euromonitor/locations. 2 Euromonitor International Euromonitor International PASSPORT 3 2018 DIGITAL CONSUMER INDEX: IDENTIFYING KEY OPPORTUNITIES FOR DIGITAL INVESTMENT 2018 DIGITAL CONSUMER INDEX: IDENTIFYING KEY OPPORTUNITIES FOR DIGITAL INVESTMENT Key findings A majority of the population will be connected in 2019 For the first time in history, a majority of the global population will be connected in 2019, which equates to four billion internet users. The highest levels of connectivity are in the developed world, including regions such as North America and Western Europe. More than 80% of developed market consumers are connected. Internet connectivity is increasingly being used across a variety of activities While todays most popular online activities are communication-driven, connected consumers are increasingly using online access for entertainment, health and commerce purposes. Denmark sits atop current digital connectivity rankings Denmark is a digital leader, with some of the fastest and most extensive networks globally. This Scandinavian country ranks at the top of the Digital Connectivity Index based on current scores, and is projected to maintain its top spot based on forecast scores as well. Denmarks competitive telecom landscape and network investments have made it a leader. Australia tops the Digital Consumer Index due to mobile-first mind set High levels of tech investment and consumer adoption of tools to execute digital commerce propelled Australia to the top spot in the Digital Consumer Index based on current scores. Digital commerce in Australia has experienced double-digit growth in recent years as these consumers opt to browse and buy an extensive range of goods and services online. China expected to outpace other markets the most over forecast period China is expected to post the greatest increase in its score on the Digital Consumer Index over the forecast period to help it move up in the forecast rankings by nine places. This is in large part due to its expanding mobile landscape.Consumers are more connected than ever before, with this rapid increase in connectivity ushering in speed and convenience across life. As more consumers shift to digital platforms, companies must rethink where to deploy resources. In order to assist clients with this market prioritisation exercise for all digital initiatives, Euromonitor International publishes the Digital Consumer Index on an annual basis. This report explores the third edition of this proprietary index. Introducing the Digital Consumer Index Euromonitor International PASSPORT 5 2018 DIGITAL CONSUMER INDEX: IDENTIFYING KEY OPPORTUNITIES FOR DIGITAL INVESTMENT The internet has been one of the most transformative innovations 2018 DIGITAL CONSUMER INDEX: IDENTIFYING KEY OPPORTUNITIES FOR DIGITAL INVESTMENT 4 billion Number of internet users globally as of 2019 Technology continues to play a critical role in the evolution of society, including the upheaval of consumer-facing industries. While several technologies are spurring disruption, the internet has been one of the modern eras most transformative innovations. Connectivity is now the new normal for many. To put the shifts of the last decade into perspective, only 24% of the global population had access to the internet in 2009. Since then, the percentage of the global population that is connected has doubled, boosted in large part by mobile internet. While computers first brought internet into the home, mobile connectivity ushered in borderless internet, giving consumers instant access to anything, almost anywhere. More importantly, however, it helped bring emerging market consumers online, giving way to a truly mass participation technology. 51% Population using internet as of 2019 Euromonitor International PASSPORT 6 2018 DIGITAL CONSUMER INDEX: IDENTIFYING KEY OPPORTUNITIES FOR DIGITAL INVESTMENT For the first time a majority of the global population will be connected in 2019, which equates to four billion users. The highest levels of connectivity are found in the developed world, including regions such as North America and Western Europe. More than 80% of developed market consumers are connected. Many consumers coming online for the first time are in emerging markets, a trend enabled over the last decade by cheap mobile handsets and more affordable mobile network infrastructure. These dynamics made the internet accessible to a greater swath of the population. Of the top 10 markets expected to post the highest percentage growth in internet users in 2019, seven are in the last frontier of Africa, for example. The billion-people markets of China and India are expected to add the highest number of internet users in coming years. More than 100 million will come online from those two countries in 2019. To put this expansion into perspective, China and India will add more internet users over the next three years than currently exist in the US the third-largest internet base. 2019 will mark the first time that half of population will be connected 2018 DIGITAL CONSUMER INDEX: IDENTIFYING KEY OPPORTUNITIES FOR DIGITAL INVESTMENT 0 20 40 60 80 100 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Percentage of Population Using the Internet World Developed Countries Emerging Countries Source: Euromonitor Internationals Passport: Digital Consumer database Euromonitor International PASSPORT 7 2018 DIGITAL CONSUMER INDEX: IDENTIFYING KEY OPPORTUNITIES FOR DIGITAL INVESTMENT The constant innovation driven by technology has generated and inspired a number of megatrends, or macroeconomic or geostrategic shifts, that are reshaping the world. Of the eight megatrends identified by Euromonitor International, internet connectivity is most fundamental to the Connected Consumers megatrend. Connected Consumers use a variety of devices and interfaces to connect to the internet, in order to interact with digital content, services and experiences. While computers first brought the internet into the home, mobile, in particular, ushered in a borderless internet, giving more consumers instant access to anything, from almost anywhere. This digital connectivity has altered all of life. Consumers leverage it for purposes such as entertainment, education, knowledge, social sharing and shopping. This connectivity has disrupted and arguably improved upon many structures for engaging in such activities. It has led to new value creations, giving consumers greater convenience, simplicity and knowledge. It has altered the competitive landscape, disrupted long-standing industries, and ushered in new business models. This connectivity has redistributed power, giving consumers a megaphone in the business transaction. It has also boosted companies born in the modern era, as data has emerged as the most important commodity. As such, the worlds most valuable companies are no longer the likes of Exxon Mobil, but instead Amazon, Apple and Facebook the biggest purveyors of data. Connectivity underpins very existence of Connected Consumers 2018 DIGITAL CONSUMER INDEX: IDENTIFYING KEY OPPORTUNITIES FOR DIGITAL INVESTMENT Euromonitor International PASSPORT 8 2018 DIGITAL CONSUMER INDEX: IDENTIFYING KEY OPPORTUNITIES FOR DIGITAL INVESTMENT While todays most popular online activities are communication-driven, connected consumers are increasingly using online access for entertainment, health and commerce purposes. More than 80% of global connected consumers use mobile connectivity to browse the internet on a weekly basis the most popular activity according to the 2017 Lifestyles Survey fielded annually by Euromonitor International. By contrast, only 28% use phones to track health and fitness, and only 24% use them to make purchases, based on the same survey. Although in the early days, connectivity is reshaping commerce. Around 35% of connected consumers globally use a computer to read reviews or compare prices on a weekly basis, with one-quarter using a computer to execute a purchase. In digitally-savvy developed countries such as Australia, South Korea, the UK and the US, around one-fifth of consumer payments are made using a digital device. Given that future commerce will be digitally influenced and executed, these figures will only rise. If, for example, only 10% of consumer payments globally were made through a digital device in 2023, that would equate to USD7 trillion in digital commerce. Internet connectivity increasingly used for a variety of activities 2018 DIGITAL CONSUMER INDEX: IDENTIFYING KEY OPPORTUNITIES FOR DIGITAL INVESTMENT 0 50 100 Order ride-sharing service Order foodservice online Buy an item or service Make in-store mobile payment Use health or fitness app Compare prices in store Read reviews Use built-in GPS navigation Stream music online Use a banking service Upload or share multimedia Watch a TV or video Take a photo or video Visit a social networking site Use of a messaging app Sent a text message Send and receive emails Make or receive a phone call Browse the internet % online global respondents performing activity on a weekly basis Most Popular Mobile Phone Activities 2017 2016 Source: Euromonitor Internationals 2017 Consumer Lifestyles Survey Euromonitor International PASSPORT 9 2018 DIGITAL CONSUMER INDEX: IDENTIFYING KEY OPPORTUNITIES FOR DIGITAL INVESTMENT Technologies, including internet connectivity, are driving unprecedented changes across all aspects of society. With more consumers shifting to digital platforms, companies must rethink where to deploy resources in order to compete in the digital era. As such, companies need to understand how and where to place digital bets in order to guarantee the best return of investment. In order to assist companies with identifying which geographic markets are the most digitally attractive and offer the best prospects for future deployment of digital initiatives, Euromonitor International has been publishing the Digital Consumer Index on an annual basis since late 2016. This tool pinpoints a countrys relative digital standing in the present, as well as offering forecasts for where it is expected to be five years from now. With this proprietary index, companies can quickly make sense of the multitude of factors impacting digital uptake in order to prioritise markets in a way that is simple, intuitive and effective. Leveraging more than 2,500 data points from Passport, Euromonitor Internationals syndicated research platform, the Digital Consumer Index will assist clients with market prioritisation exercises for all digital initiatives, including digital commerce. In total, the Digital Consumer Index utilises 18 different metrics, all weighted according to Euromonitor Internationals industry expertise, to provide an overall market attractiveness score for each component of the index. Digital uptake creates pressing need for market prioritisation 2018 DIGITAL CONSUMER INDEX: IDENTIFYING KEY OPPORTUNITIES FOR DIGITAL INVESTMENT Euromonitor International PASSPORT 10 2018 DIGITAL CONSUMER INDEX: IDENTIFYING KEY OPPORTUNITIES FOR DIGITAL INVESTMENT The 2018 Digital Consumer Index consists of two central components: Digital Connectivity Index, and Connected Commerce Index. Each component, which is broken down into further subcomponents, is given equal weight in the overall Digital Consumer Index. Each index contains a current and forecast score. The Digital Consumer Index score (out of 100 points) reflects the current or forecast readiness in a particular country. Coverage spans 50 countries across all regions. Introducing Euromonitor Internationals Digital Consumer Index 2018 DIGITAL CONSUMER INDEX: IDENTIFYING KEY OPPORTUNITIES FOR DIGITAL INVESTMENT Digital Connectivity Index Connected Commerce Index Measures economic and demographics factors Measures the markets overall internet connectivity Measures the infrastructures digital commerce readiness Measures consumer spend across digital channels Measures the markets mobile connectivity specifically Mobile Connectivity Index Home Connectivity Index Commerce Infrastructure Index Market Environment Index Digital Commerce Index Digital Consumer Index Euromonitor International PASSPORT 11 2018 DIGITAL CONSUMER INDEX: IDENTIFYING KEY OPPORTUNITIES FOR DIGITAL INVESTMENT Rank Country Current Score 1 Australia 70.6 2 South Korea 68.8 3 Denmark 68.2 4 United Kingdom 68.0 5 USA 66.6 6 Norway 62.8 7 Sweden 62.6 8 Netherlands 62.2 9 Switzerland 60.8 10 Singapore 59.6 High levels of tech investment and consumer adoption of tools to execute digital commerce propelled Australia to the top spot in the Digital Consumer Index based on current scores. Digital commerce in Australia has experienced double-digit growth rates in recent years as these consumers opt to browse and buy an extensive range of goods and services online. Initially they went online to save money or find more options, but now convenience is a big motivator. Australians are digitally-savvy shoppers and are not only preferring to browse and research online, but also making their purchases digitally. The computer remains the preferred device for purchases, but its position is increasingly threatened by the portability and ease of use of mobile. In a quest for ultimate convenience, these consumers are shifting digital purchases to the on-the-go mobile device. Furthermore, the entry of Amazon has been a catalyst, sparking a strong desire among those across the digital commerce ecosystem to improve all facets of the experience. This was not only limited to the sale of consumer packaged goods. The growing popularity of foodservice delivery operations such as Menulog, Deliveroo and Uber Eat has also helped to spark online purchases in that industry. In this rapidly competitive consumer foodservice market, new entrants have to not only offer the most competitive prices, but also develop a mobile app that is easy for their consumers to effortlessly interact and, most importantly, make the purchases they desire on the go. Australia tops Digital Consumer Index due to mobile-first mindset 2018 DIGITAL CONSUMER INDEX: IDENTIFYI