We recently ran a poll on Forrester's Facebook page: “Which market do you think has a higher percentage of sales coming from online channels — US or UK?"
While most respondents thought the US leads in online retail sales, the answer is actually the UK. Per Forrester's ForecastView latest estimates from the Forrester Research Online Retail Forecast, 2011 To 2016 (US) & (Western Europe), online retail sales in the US will top $200 billion, representing close to 7% of total retail sales of $3 trillion in 2011. Online retail sales in the UK will be £30.2 billion, representing 10% of total retail sales of £297 billion (per the Economist Intelligent Unit- EIU) in 2011.
The UK continues to have larger online channel share because:
The online buying population as a percentage of total population is higher in the UK.
UK online buyers’ average spend levels are slightly higher than those of US online buyers.
The UK population is more deal-sensitive and more prone to buying online.
Thanks to Tesco, online food (grocery) sales are a large contributor to online retail sales in the UK.
The New York Times recently published an article based on a Forrester report (Mobile Is The New Face Of Engagement) about the uptake of smartphones worldwide in the years to come. And for 2011 it was estimated that just under 500 million smartphones were shipped. Knowing the drivers behind the growth of smartphones gives businesses confidence in mobile technology investment — even when uptake is currently still limited.
In the US today, Consumer Technographics® data shows that mobile usage is still far from mature in many industries. Take the financial industry as an example: 21% of US online adults with a mobile phone do any form of mobile banking versus 73% of US online adults who do online banking. When looking at the different generations, we see that younger generations, who are more likely to be early smartphone adopters, dominate in mobile banking.
As part of our Demographic Overview series, we just published Digital Natives: A Demographic Overview; previously, we published research on digital dads and digital moms. For readers who haven’t heard the term before, Digital Natives are the individuals currently ages 12 to 17, and they will soon become the most sophisticated consumers in the digital world. Forrester defines Digital Natives as “individuals whohave grown up in the age of technology and cannot imagine a life without computers, cell phones, and social networking.”
With the increasing numbers of these Digital Natives, it is imperative that companies get to know them — and the earlier the better. They adopt digital technology faster than older generations; they can’t imagine a life without digital “essentials”; and they combine these digital activities in sophisticated ways.
For example, Forrester’s Consumer Technographics® data shows that boys, on average, spend 6.1 hours playing video games per week, and when they have discussions on social networks, video games are the No. 1 topic. Moreover, despite having little disposable income yet, more than one-third of Digital Natives have either researched or purchased a product or service online in the past three months.