% OF TRANSACTIONS PURCHASED ONLINE: BOOKS, CLOTHES & TRAVEL LEAD

Cars/a

utomob

iles

Fabric

cond

itione

r

Laun

dry d

eterg

ent

Air fre

shen

er/ca

re pr

oduc

ts

Wine

/spirit

sBee

r

Pet foo

d

Motorcy

cle

Health

care

and p

harm

aceu

tical

prod

ucts

Satellit

e/cab

le TV

Bluray

play

er

Netboo

k (<1

0" sc

reen

)

Whit

e goo

ds

Flat sc

reen

TV

Lapto

p (>1

0" sc

reen

)

DVD play

er

Furnit

ure/h

ome e

quipm

ent

Sports

equip

ment

Tablet

devic

e

Financ

ial pr

oduc

t

Games

cons

ole

Ebook

/Ere

ader

Portab

le med

ia pla

yer

Broad

band

/hi-sp

eed I

ntern

et

Holida

y (in

my own c

ountr

y)

Perso

nal it

ems

Mobile

phon

e

Deskto

p com

puter

Holida

y (ab

road

)Film

s

A gift f

or so

meone

ShoesMus

ic

Trave

l

Clothe

s

Books

0%10%20%30%40%

50%60%

% of Purchases Transacted Online

Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation; The chart above divides the number of online purchases in each category by the total number of category purchases.

Source: GlobalWebIndex Q4 2012 Which of the following actions have you performed on your mobile phone ? (% of the audience)

CHINA AND SOUTH KOREA LEAD IN MOBILE PHONE PURCHASE

Chi

naSo

uth

Kore

aH

ong

Kong

Swed

enIn

dia

Indo

nesi

aTa

iwan

Sing

apor

eVi

etna

mAr

gent

ina

Thai

land

Mal

aysi

aPo

land UK

Braz

ilFr

ance

Japa

nTu

rkey

Ger

man

yU

AEM

exic

oSa

udi A

rabi

aSp

ain

USA Ita

lyR

ussi

aAu

stra

liaSo

uth

Afric

aN

ethe

rland

sPh

ilippi

nes

Can

ada

0%

10%

20%

30%

40%

50%

60%Online Purchase via Mobile Phone

Markets mapped by % purchase online via a PC V % purchase online via mobile or tabletSource: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation

PC PURCHASING V MOBILE PURCHASING: CHINA STANDS ALONE

20% 30% 40% 50% 60% 70% 80%5%

10%

15%

20%

25%

30%

35%

40%

45%

USA(139m)

Canada(13m)

Russia(26m)

SouthAfrica(3m)

Netherlands (6m)

France(19m)

Spain (12m)

Italy(13m)

UK(28m)

Sweden (3m)

Poland(12m)

Germany(35m)

Mexico(17m)

Argentina (14m)Brazil(41m)

Malaysia (8m)

Australia(10m)

Indonesia(27m)

Philippines(12m)

Singapore(1m)

Thailand (8m)

Japan(63m)

South Korea(28m)

Vietnam(15m)

China(379m)

Turkey (20m)

India(65m)Hong Kong (2m)

Taiwan (9m)

Saudi Arabia(4m) UAE

(1m)

% Purchase Online Via PC

% M

ultip

latfo

rm P

urch

asin

g

TRADITIONAL PC MARKETS

MOBILE FIRST – LEAPFROG MARKETS

Bubble size indicates the population of online buyers (all access points)

HOW TO READ: INDIA HAS 65m USERS WHO PURCHASED A PRODUCT ONLINE IN THE PAST MONTH. 52% PURCHASED VIA PC AND 24% VIA MOBILE / TABLET. DUE TO THE HIGH MOBILE PURCHASE AND RELETIVELY LOW PC THEY ARE GROUPEDIN “MOBILE FIRST”

INFLUENCE V ONLINE PURCHASE: MAJORITY INFLUENCE EXCEEDS ONLINE BUY

Markets mapped by % purchase online via a PC / Mobile / Tablet V % influence post purchase Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation

HOW TO READ: 65% OF USERS IN POLAND ARE ONLINE BUYERS (PC / MOBILE / TABLET) , EQUATING TO 12M. 77% OF INTERNET USERS IN THE MARKET HAVE PUBLISHED ONLINE ABOUT A PUCHASE IN THE PAST MONTH.

40% 45% 50% 55% 60% 65% 70% 75% 80% 85%30%

40%

50%

60%

70%

80%

90%

100%

USA(139m)

Canada(13m)

Russia(26m)

South Africa(3m)

Netherlands (6m)

France(19m)

Spain (12m)

Italy(13m)

UK(28m)

Sweden (3m)

Poland(12m)

Germany(35m)

Mexico(17m)

Argentina(14m)

Brazil(4m)

Malaysia(8m)

Australia(10m)

Indonesia (27m)Philippines(12m)

Singapore(1m)

Thailand (8m)

Japan(63m)

South Korea(28m)

Vietnam (15m)

China(379m)

Turkey (20m)

India(65m)

Hong Kong(2m)

Taiwan (9m)Saudi Arabia

(4m)UAE(1m)

% of Internet Users that Purchase Online Via PC / Mobile / Tablet

% o

f Onl

ine

buye

rs in

volv

ed in

Pos

t-Pu

rcha

se In

fluen

ce

INFLUENCE V ONLINE PURCHASE: MAJORITY INFLUENCE EXCEEDS ONLINE BUY

40% 45% 50% 55% 60% 65% 70% 75% 80% 85%30%

40%

50%

60%

70%

80%

90%

100%

USA(139m)

Canada(13m)

Russia(26m)

South Africa(3m)

Netherlands (6m)

France(19m)

Spain (12m)

Italy(13m)

UK(28m)

Sweden (3m)

Poland(12m)

Germany(35m)

Mexico(17m)

Argentina(14m)

Brazil(4m)

Malaysia(8m)

Australia(10m)

Indonesia (27m)Philippines(12m)

Singapore(1m)

Thailand (8m)

Japan(63m)

South Korea(28m)

Vietnam (15m)

China(379m)

Turkey (20m)

India(65m)

Hong Kong(2m)

Taiwan (9m)Saudi Arabia

(4m)UAE(1m)

% of Internet Users that Purchase Online Via PC / Mobile / Tablet

% o

f Onl

ine

buye

rs in

volv

ed in

Pos

t-Pu

rcha

se In

fluen

ce

Markets mapped by % purchase online via a PC / Mobile / Tablet V % influence post purchase Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation

Online influence drives offline purchase

Social commerce leaders: e-Commerce is critical and

consumer feedback will play an influential role in decision

making

e-Commerce plays a critical role in overall shopping behaviour but consumer feedback is low

Traditional retail is still dominant and post-purchase

influence is rare

ONLINE RESEARCH V ONLINE PURCHASE: TO PUT IT ANOTHER WAY

Laundry detergentFabric conditioner

BeerAir freshener/care products

MusicPet food

BooksClothes

Wine/spiritsA gift for someone

Personal itemsShoesFilms

TravelHealthcare and pharmaceutical products

Broadband/highspeed internetEreader

Financial productSports equipmentSatellite/cable TV

DVD playerPortable media player

Holiday (abroad)Games console

BlurayFurniture/home equipment

Holiday (in my own country)Desktop computer

Netbook (<10" screen)White goods

Tablet device e.g. iPadMobile phone

MotorcycleLaptop (>10" screen)

Flat screen TVCars/automobiles

0 50 100 150 200 250 300 350

Index of number of category “Researchers” V “Online Purchasers”

Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation

HOW TO READ: FOR CARS AUTOS THERE ARE 350% MORE ONLINE RESEARCHERS THAN BUYERS . THIS MEANS THAT ONLINE HEAVILY IMPACTS OFFLINE PURCHASES

MORE LIKELY TO IMPACT OFFLINE PURCHASE

MORE ONLINE PURCHASE THAN RESEARCH = IMPULSIVE CATEGORIES