TNS_Market_Research_Digital_World_Digital_Life (1)

Where email started and continues other message

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Digital World, Digital Life A world more connected In a TNS study concluded in 2002 (the Global eCommerce Report), only 15% of our global sample (covering 37 countries) said they had made a purchase online in the previous 4 weeks. Even in the US – the most advanced market for online purchasing at the time – only 32% were purchasing on the internet. In 2008, Germany emerges as the stand-out country for online purchasing with almost three quarters of Germans saying they have bought online in the previous 4 weeks. How things change. Selling stuff One of the interesting uses of the internet uncovered by this study is that 1 in 5 people claim to have sold something online in the last 4 weeks. In addition, 1 in 10 have advertised something online. This trading is a new use of our time and, while it may not contribute to a more efficient life style, it could be suggested that it contributes funds to extend our leisure time capabilities. This trend is particularly strong in Germany where almost half (48%) of our respondents say they have sold something online in the last 4 weeks. What is bought online? Why?... and why not? Having determined that online purchasing is popular, it is interesting to note what we buy and the differences compared to the TNS Global eCommerce Report in 2002. Books remain the most popular purchase, as they were in 2002. More people are now buying books but not by substantial levels (23% of those making an online purchase in 2002 compared with 35% in 2008). Similarly CDs have only increased by 3% to 18% since then. Unsurprisingly our digital life is being tempered by our desires to continue to do things in the real world. The main reason we don’t want to buy something is that we would prefer to see (and feel, touch, smell and possibly hear) the product first. Maybe we are unwilling to trust the virtual representation of the product but, as we shall see later, we spend a lot of effort investigating and getting recommendations or reviews prior to purchase. Maybe the benefits of careful investigation are outweighed by the concern that we don’t know what we will get (which caused 13% not to buy online), or by security concerns (18%) or simply by the feeling that it is still easier and more fun to buy things from a store (11%). “ Across the globe people no longer see the internet as an important tool for communications, but as a vital tool for communication. The nature of its relationship to the user may change from person to person, but what’s consistent, is that it has become an inseparable part of our lives. Scott Ernst, President TNS Compete ” A more digital life How digital 2.0 are we? How is the internet affecting real life decisions? Is our digital life a social life? In conclusion page 6 previous page next page 73 64 63 Norway Korea USA Denmark Japan 0% 70 66 70% 56 55 54 54 50% 51 52 42 42 Overall Korea France China Norway UK Canada Germany Australia Sweden Japan USA Denmark Netherlands Spain Finland Italy 0% 10 i or n w ay 10% G O ve er rall m an y U Ja K pa Ko n D en...
View Full Document

This document was uploaded on 02/14/2014 for the course INFO-I 101 at Indiana.

Ask a homework question - tutors are online