This week, I’m on holiday. As a follower of my blog, you know that I quite regularly take a couple of days off. I live in Europe, where we have more holidays (on average) than some other regions. So with my head already "on" my next trip, I was intrigued by the results of the recently published report US Mobile Travel Bookers.
Mobile bookers are tech-savvy travelers who are willing to share their experiences by creating travel-related online content, like blogs and reviews, or uploading videos. In fact, four out of 10 online travel-related content creators are mobile travel bookers. Travel companies need to cater to this advanced group and support them in their travel journeys across devices. As my colleague Tony Costa shares in his report Build Seamless Experiences Now, "customers don't see individual touchpoints. Rather, they perceive the quality of a firm's services through their overall experiences. When disconnects occur, customer satisfaction takes a nose-dive."
Although an event that takes place in the offline world may be finite, it lives on in the online world. When a single incident becomes part of the Web, which is buzzing with real-time updates, critiques, and responses, the event takes shape, is assigned value, and is made into something significant. As a recent New York Times blogger put it, “the way we share, watch, read and otherwise consume content doesn’t happen on a linear timeline . . . the Web is always churning.” Sometimes, the aftermath of an event conveys more than the event itself.
Watching Apple announce the iPhone 5S and 5C last month was enlightening, but more revealing was tracking the fluctuating online consumer sentiment and response days later. Using Forrester’s NetBase social listening data, we measured the proliferating online discussion related to the Apple iPhone and recognized an immediate trend of negative commentary. Our data shows that while the amount of online conversation grew across a host of public websites, the positive sentiment regarding Apple iPhones plummeted, as the audience's brand perception became more negative.
Our recently published Forrester Research Online Retail Forecast, 2013 To 2018 (Asia Pacific) reveals some interesting insights on the evolution of online retail spending and the online buyer populations across Australia, China, India, Japan, and South Korea. The forecast details online spend for each of the following categories: computer hardware and software; consumer electronics; beauty and cosmetics; media (books, music, and videos); apparel and accessories; footwear; and appliances (personal and home).
Each country is at one of three different stages of eCommerce adoption:
Nascent: In the nascent stage, online buyers form a very small share of the total online population, with only a small percentage of Internet users purchasing online; India is one example. Although the retail opportunity is huge in India, we believe that India is still at least eight years behind China in terms of eCommerce adoption because of infrastructure issues and only minimal government support.
Ascending: In the ascending stage, online buyer penetration increases much faster. If it takes 10 years for online buyer penetration to increase from 5% to 25% of the total online population in the nascent stage, it can grow from 25% to 50% in half that time during the ascending stage — driving faster growth in online retail spending. China is in the ascending stage. As a result, the number of online buyers in China will surpass the total population of the US by the end of next year.
Mature: eCommerce in Japan, Australia, and South Korea is now (relatively) mature. Although the opportunity for growth still exists, it is constrained by the tailing off of growth in the number of online buyers.