WHAT IS THE “E-COMMERCE REPORT”?
It is an annual investigation into the global uptake and impact of e-commerce. The report is structured into 2 sections:
- The segmentation breaks down users into four groups including;
- Rejecters: (no online product research or online purchase)
- Offline Transactors: (research online, buy offline)
- PC Online Buyers: (purchase online in the past month via PC)
- Multi-Platform Buyers: (purchase in the past month via mobile or tablet).
The key purpose of this segmentation is to explore the total impact of the Internet on the purchase landscape for both on and offline transactions. The segmentation also looks at post-purchase influencers versus non-influencers, a crucial dynamic in the internet purchase landscape.
Part two explores which Product Categories are most impacted by the Internet by identifying which types of products are more likely to be purchased online and which are more likely to be researched online prior to the purchase regardless of whether it is transacted on or offline.
HOW CAN YOU USE IT?
This provides crucial data for developing a category specific online strategy and quantifies how important different elements are in the online and social mix, including official content, mobile / social specific sites, outreach etc.We can also differentiate which product categories are more impulsive and which have a longer research / purchase cycle. This again has major impacts on how we build online strategy.
HOW TO ACCESS THE DATA?
All of the data in this report is available to subscribers and the segmentation can be recreated with a simple analysis against the GWI Dataset. We will also be publishing the segmentation for GWI Pro License holder as of Q1 2012.
You can also engage the GWI Consulting Team to implement for your specific category set or brand.