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Mobile Commerce
#TwitterInsights
Southeast Asia 2019 Edition
Global mobile commerce (Mcommerce) trends
Mobile is driving the growth of ECommerce globally, with SEA leading the way
1
#TwitterInsights
Ecommerce
Mcommerce
80%
39%
Asia markets
Western markets
Daily Twitter users from Asia are more likely to shop on mobile than Twitter users from the West
YoY Growth (2017-2018)
Indonesia China
38%
Canada
34% 31%
Malaysia
31%
Philippines
33% 34% 27% 25% 25%
66%
01Source: eMarkerter: https://forecasts-na1.emarketer.com/5a53f4f2d8690c0d70ffaa06/5b2aab133808a50ff80464dbTwitter Mcomm Study 2018
Shopping lists are changing over time2Shopping is not just limited to apparel. Even mobile-resilient categories like furniture and home appliances are seeing an increase in consumer intention to buy on mobile.
Source: Twitter Mcomm Study 2018
Restaurant & takeaway delivery
Fashion & accessories
Beauty & personal care
Money transfer
Mobile phones
Travel
Groceries & packaged food
Consumer electronics
Books, films & music
Tickets
Home appliances
Personal wealth management
Toys
Home furnishing & decoration
0% 10% 20% 30% 40%
12%
13%
15%
18%
20%
24%
25%
28%
29%
30%
30%
31%
35%
35%
Product category: Intention to increase purchases on mobile in 2019
*Among Twitter users based on global data
02
0%
40%
80%
18-24 25-35 36-45 46-55 56-65
Twitter Non-Twitter
Percentage in mobile shopping by age
Millennials are driving the Mcommerce sector3Expectedly, millennials on Twitter are more likely to shop on mobile than older generations. While the older generation is still more likely to use mobile for shopping when comparing with non-Twitter users.
Innovation improves the shopping experience4Augmented reality (AR) has changed the mobile shopping experience. AR has taken the guesswork out of shopping, with shoppers turning to Twitter to share how visualising their purchases through AR has helped them commit to a purchase.
#TwitterInsights
of non-Twitter older users
76%
54%vs.
of millennials on Twitter are shopping on mobile
39%of millennials on Twitter shopping ONLY on mobile on a weekly basis
Millennials
03
*Among Twitter users based on global data
Source: Twitter Mcomm Study 2018Crimson Hexagon, 2016 - 2018, Location: Global, Language: English.
62%of older users on Twitter are shopping on mobile
2X Conversation volume increased around “Augmented Reality” in 2018 vs. 2016
Twitter users come to the platform to praise parcels delivered on time, and the automation and robotics technologies that make it possible.
5Black Friday sales that originated in the United States has made its way to the SEA region. Likewise, SEA eCommerce companies have embraced Singles’ Day (11.11) initiated by Chinese giant Alibaba.
Omnichannel is not a buzzword but a reality6Shopping is getting increasingly fragmented, with shoppers taking different routes to reach their final purchase decision. By understanding the user shopping journey and behaviour, brands are able to better tailor messaging specific to the channels they buy.
Twitter users are more likely to shop and buy online.
#TwitterInsights
of non-Twitter users
70%
63%vs.
of Twitter users visit an online store first and make a purchase online
of non-Twitter users
45%
24%vs.
of Twitter users visit a physical store first and make a purchase online
04Source: https://www.shopback.sg/1111-sales Twitter Mcomm Study 2018
SINGLES’ DAY
Shopping events cross regional barriers on mobile
10XMore online shopping orders than a typical weekend
*Among 7 APAC markets: Australia, Indonesia, Malaysia, Philippines, Singapore, Taiwan, Thailand
USD98 Average spend per user
Mcommerce is happening on Twitter
05
#TwitterInsights
In 2018, there were 90 million Tweets around “shopping” and “sales”:
6.5M
7M
7.5M
8M
8.5M
9M
9.5M
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Conversations volume around shopping
Peak in November reflected by Singles’ Day (11.11) & Black
Friday
Source: Crimson Hexagon, Jan-Dec 2018, Location: Global, Language: English.
Source: Crimson Hexagon, Jan-Dec 2018, Global
1 2 3 4 5
USAUKBrazilCanadaIndia
6 7 8 9 10
Indonesia Malaysia FrancePhilippines Spain
SEA markets are among the top 10 countries that Tweet the most about shopping
Source: Twitter Mcomm Study 2018 06
#TwitterInsights
Money Transfer
Food Delivery
Clothes
Hotels / Accommodation
Cosmetics / Skincare
Tickets (Musical / Concert / Cinema)
Flights
Books / Music
Footwear
Mobile Phone
Toys
Grocery
Technology (TV / Game Consoles)
Home Appliances
Furniture
Insurance
0% 18% 35% 53% 70%25%
28%
30%
33%
15%
19%
23%
19%
16%
30%
17%
14%
28%
19%
9%
14%
16%
16%
19%
26%
30%
33%
38%
39%
42%
45%
46%
48%
48%
52%
63%
68%
Mobile PC
Purchases by product category: Mobile or PC?
1. Food delivery 80%2. Money transfer 73%3. Hotels 66%
Indonesia
1. Food delivery 56% 2. Money transfer 54% 3. Clothes 48%
Philippines
1. Money transfer 73% 2. Food delivery 56%3. Clothes 47%
ThailandTop 3 mobile shopping product category for each market
*Among SEA Twitter users
In SEA, mobile has become lead purchase platform across all the majority of categories. Interestingly, categories with higher purchase involvement like hotel and flight bookings are mobile centric.
Most important factors in mobile app shopping
07
*Among SEA Twitter users.
#TwitterInsights
Source: Twitter Mcomm Study 2018
Safety of making transactionsHigh quality products
Rewards, rebates & promotionsSufficient product information & reviews
Ease of useShipping fees
Availability of in-app paymentWide range of products
Fast to loadNew features (i.e. live streaming, image recognition)
Country of origin of the products Country of origin of the apps/sites
0% 8% 15% 23% 30%
2% 2%
3% 4%
5% 5%
8% 9% 9% 10%
20% 23%
High quality products
Transaction safety Rewards, rebates and promotions
Twitter users in SEA value transaction safety, high quality products and rewards, rebates and promotions. These factors are consistent with the most important factors when shopping on mobile apps globally over the past 2 years.
Most important factors in mobile app shopping
Different purchase behaviours of Twitter shoppers across SEA
08
#TwitterInsights
Source: Twitter Mcomm Study 2018
Thailand
Indonesia
Philippines
*Among SEA Twitter users
Shoppers in Thailand are more reactive to sales than other markets.
44% like to make a purchase “When they see deals, promotions or sale”.
Indonesia shoppers are more mission-driven when making a purchase.
21% tend to make a purchase “Only when they are on a mission to buy a product/brand”.
Filipinos spend more time on researching product information.
39% like to make a purchase “After they research a lot about a product/brand”.
Most desired shopping events on mobile and how far do Twitter users shop in advance?
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#TwitterInsights
73% Plan for New Year shopping 1 month in advance
61% Plan for Ramadan shopping 1 week in advance
Plan for Christmas shopping 1 month in advance
83%
*Among 9 shopping events: Black Friday, Chinese New Year, Christmas, Diwali, Singles’ Day (11.11), Easter, Ramadan, New Year, Thanksgiving
Thailand
Indonesia
Philippines
Source: Twitter Mcomm Study 2018
Twitter presents an opportunity for brands to reach its most receptive audience:
10
#TwitterInsights
of users publish opinions on products, services, or brands
71%
of users look for opinions on products, services and brands on Twitter
81%
Twitter users are heavy mobile shoppers (shops on a weekly basis)
33%
Source: Twitter Mcomm Study 2018Source: Kantar News, Discovery & Influence on Twitter ; December 2017 ; Global ; 17138 Monthly Twitter Global
11
#LetsChat#TwitterInsights
With this information, brands can speak directly and more effectively to a Twitter audience that’s already engaged and receptive to shopping and Mcommerce messaging. By understanding where your shoppers come from and why, you’ll be able to tailor your message directly to your audience.
Speak with our client partners at [email protected] to gain more insights and learn how to harness that to connect with your most valuable audience.
Thank you
#TwitterInsights