Successfully reaching online shoppers during the critical holiday season is crucial to the Q4 success of eCommerce businesses. Forrester recently published its “US Online Holiday Retail Forecast, 2011”; it predicts strong growth despite the current economy. My colleague Sucharita Mulpuru shared in her blog that November and December alone are expected to pull in nearly $60 billion in online revenues in the US, a 15% increase over 2010 and about one-third of the overall volume of online sales for the year.
But what are the drivers for purchasing? How do consumers discover a good deal? Forrester collaborated earlier this year with the eCommerce company GSI Commerce to answer these and other questions and to create a picture of online buyers’ purchase journey in various categories during key periods of the Q4 2010 holiday season across 15 eCommerce sites.
We found in this study that search and email were the most effective tactics in driving sales, and shoppers were heavily influenced by retailers’ marketing efforts during key dates such as Cyber Monday and the Thanksgiving weekend. But in many cases, it's a combination of marketing tactics that makes people buy: More than half of US consumers purchasing products online in the soft goods category experienced two or more marketing touchpoints prior to the completion of their transaction.*
With mobile usage becoming increasingly widespread and companies testing the water with mobile strategies, market insights professionals need to uncover consumers’ mobile behavior today and tomorrow. But with the pace of mobile innovation moving so rapidly, how can you keep up with all of the things that people are doing with their mobile phones?
In the next three years, would you expect people to use their mobile phones as wallets? What about as electronic passports? What about for space exploration? While that seems like a long shot, a New York state resident did just that — attaching an iPhone to a weather balloon, videoing the journey, and using its GPS feature to map its voyage (see link for the footage).
Although data nowadays shows that young consumers in particular are moving away from traditional media in their daily media consumption, our Forrester data also shows that traditional media are still powerful means for advertising/promotion. In Roxana Strohmenger’s recent report, “Young Hispanics Lead In Mobile Activity But Don't Trust Mobile Ads Very Much,” she discovers that the two top channels are TV and magazines; American youth trust them twice as much as other online or mobile channels, and ads on mobile phone are being trusted the least. No wonder TV spending continues to top other forms of media in America and continues to grow, according to Nielsen; even search engine giant Google is getting into the TV advertising business by offering unique targeting and measurement capabilities.
Russia is the largest market in Europe, with a population of more than 140 million people. Russia has a highly urbanized population, it has one of the highest literacy rates in the world, and its GDP per capita is higher than in any other BRIC market— all of which are important assets for long-term growth. Today, we publish our first report on this market — “An Introduction To The Russian Consumer” — using Forrester’s Russian Consumer Technographics® data to explore some key trends in technology adoption, including the following:
Internet and PC adoption in urban Russia is making a promising start. Internet usage in Russia has seen rapid growth over the past few years. Today, almost 60 million Russians are online, making it the second-largest Internet market in Europe after Germany. As fewer than half of Russians are online, it has huge potential for growth. Internet adoption is highest among younger Russians, but there is a very sharp decline for older generations. Social networking is one of the top online activities in Russia.
The mobile Internet is a popular way to get online in urban Russia. Nearly every urban Russian owns a mobile phone. The speed with which Russian consumers are adopting mobile technologies and advanced mobile activities is starting to change the way that businesses communicate with consumers. Mobile Internet penetration in urban Russia is already in line with the European average, with one in five urban Russians regularly accessing the Internet on their phones.
I’d like to share with you some of the highlights from our annual The State Of Consumers And Technology: Benchmark 2011, US report. This data-rich report is an institution in the US, covering a range of topics on consumers and technology. For those of you who aren't familiar with our benchmark report, it's based on Forrester's annual survey that we've been fielding since 1998 and for which we interview close to 60,000 US adults. In fact, almost anything related to consumers and their use of and interest in technology can be found in this study.
In this year’s report, like last year, we segmented consumers by generation, examining Gen Z, Gen Y, Gen X, Younger Boomers, Older Boomers, and the Golden Generation. This view continues to provide some very interesting and actionable consumer insights into how technology behaviors vary across generations. For example, younger generations are more active on social networks; however, of those Boomers who are using social media, a similar percentage has a Facebook account or a LinkedIn account as their younger counterparts. The younger generations are far more likely to have a Twitter or MySpace account, though.
The theme of this year’s report is connectivity: How are the different generations using technology inside and outside the home and which devices do they use? Here are a few interesting general insights that we uncovered: