Future Factors September 2020: The Outlook for Digital Marketing

USING DATA AND TRENDS TO MAP THE OUTLOOK FOR DIGITAL MARKETING
FUTURE FACTORS
SIMON KEMP • • STATISTA WEBINAR • 24 SEPTEMBER 2020

GLOBAL DIGITAL OVERVIEW
ESSENTIAL INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, MOBILE DEVICES, SOCIAL MEDIA, AND ECOMMERCE
DIGITAL2020

6 @ESKIMON
ASIA’S GROWING DIGITAL
INFLUENCE IS CHANGING
CONSUMER DEMAND AND
RESHAPING EXPECTATIONS
MORE PEOPLE HAVE BEEN
SPENDING MORE TIME
BUYING MORE THINGS
ONLINE IN RECENT MONTHS
THE WORLD’S INTERNET
USERS ARE INCREASINGLY
LOOKING BEYOND SEARCH
ENGINES TO FIND ANSWERS
WITH SO MANY SOCIAL
MEDIA PLATFORMS AVAILABLE,
A STRATEGIC PORTFOLIO MIX
IS INCREASINGLY IMPORTANT
GROWTH IN INTERNET
AND SOCIAL MEDIA USER
NUMBERS HAS ACCELERATED
OVER RECENT MONTHS
THE RISE
OF THE EAST
ECOMMERCE
GROWTH
THE EVOLUTION
OF SEARCH
A BALANCED
SOCIAL MIX
ACCELERATING
ADOPTION
5 ESSENTIAL DIGITAL MARKETING TRENDS

9 @ESKIMON
DIGITAL ADOPTION
IS STILL ACCELERATING
#1

DIGITAL2020
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
JULY GLOBAL STATSHOT REPORT

11
@ESKIMON • SOURCES: KEPIOS ANALYSIS; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY EARNINGS ANNOUNCEMENTS
AND MEDIA STATEMENTS; SOCIAL MEDIA COMPANIES’ MARKETING AND SALES LITERATURE
MORE THAN HALF OF ALL THE PEOPLE
ON EARTH ALREADY USE SOCIAL MEDIA

7
JUL
2020
SOURCES: KEPIOS ANALYSIS; UNITED NATIONS; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GLOBALWEBINDEX; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’
SELF-SERVICE ADVERTISING TOOLS; SOCIAL MEDIA COMPANIES’ ANNOUNCEMENTS AND EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR (ALL LATEST AVAILABLE DATA IN JULY 2020).
 COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. DATA MAY NOT BE DIRECTLY COMPARABLE TO PREVIOUS REPORTS.
URBANISATION: PENETRATION: PENETRATION: PENETRATION:
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
7.79 5.15 4.57 3.96
BILLION BILLION BILLION BILLION
56% 66% 59% 51%
DIGITAL AROUND THE WORLD IN JULY 2020
THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE
12

14 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES (JULY 2020)
DESPITE THESE ALREADY IMPRESSIVE NUMBERS,
ADOPTION RATES ARE ACTUALLY ACCELERATING

8
JUL
2020
SOURCES: KEPIOS ANALYSIS; UNITED NATIONS; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GLOBALWEBINDEX; EUROSTAT; CNNIC; APJII; SOCIAL MEDIA PLATFORMS’
SELF-SERVICE ADVERTISING TOOLS; SOCIAL MEDIA COMPANIES’ ANNOUNCEMENTS AND EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR (ALL LATEST AVAILABLE DATA IN JULY 2020).
 COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. DATA MAY NOT BE DIRECTLY COMPARABLE TO PREVIOUS REPORTS.
JUL 2020 vs. JUL 2019 JUL 2020 vs. JUL 2019 JUL 2020 vs. JUL 2019 JUL 2020 vs. JUL 2019
TOTAL
POPULATION
UNIQUE MOBILE
PHONE USERS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
+1.1% +2.4% +8.2% +10.5%
+81 MILLION +121 MILLION +346 MILLION +376 MILLION
GLOBAL DIGITAL GROWTH
THE YEAR-ON-YEAR CHANGE IN ESSENTIAL INDICATORS OF DIGITAL ADOPTION
15

16 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JULY 2020)
+1 MILLION
NEW SOCIAL MEDIA USERS EVERY DAY

17 @ESKIMON • SOURCE: KEPIOS ANALYSIS (JULY 2020)
+42,000

19 @ESKIMON@ESKIMON • SOURCE: GLOBALWEBINDEX (Q1 2020), BASED ON THE ASSUMPTION THAT MOST PEOPLE SLEEP FOR AROUND 7-8 HOURS PER DAY
THE TYPICAL GLOBAL USER ALREADY SPENDS
ABOUT 40% OF THEIR WAKING LIFE ONLINE

9
JUL
2020
SOURCE: GLOBALWEBINDEX (Q1 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
*NOTES: TELEVISION TIME INCLUDES BROADCAST (LINEAR) TELEVISION AND CONTENT DELIVERED VIA STREAMING AND VIDEO-ON-DEMAND SERVICES. USE OF DIFFERENT DEVICES AND
CONSUMPTION OF DIFFERENT MEDIA MAY OCCUR CONCURRENTLY.
USING THE
INTERNET
USING
SOCIAL MEDIA
WATCHING
TELEVISION*
LISTENING TO MUSIC
STREAMING SERVICES
USING A
GAMES CONSOLE
6H 42M 2H 22M 3H 22M 1H 31M 1H 10M
DAILY TIME SPENT WITH MEDIA
THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64* SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES
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20

43
JAN
2020
09:45
09:22
09:17
09:10
09:01
08:47
08:21
07:59
07:57
07:57
07:46
07:29
07:21
07:21
07:17
07:11
07:03
06:48
06:43
06:42
06:38
06:30
06:30
06:26
06:16
06:03
06:00
05:53
05:52
05:50
05:48
05:41
05:41
05:28
05:27
05:25
05:22
05:09
05:08
05:07
04:52
04:37
04:22
PHILIPPINES
SOUTHAFRICA
BRAZIL
COLOMBIA
THAILAND
ARGENTINA
MEXICO
INDONESIA
MALAYSIA
TAIWAN
SAUDIARABIA
TURKEY
EGYPT
ROMANIA
RUSSIA
ISRAEL
U.A.E.
SINGAPORE
WORLDWIDE
U.S.A.
PORTUGAL
INDIA
VIETNAM
POLAND
HONGKONG
NEWZEALAND
ITALY
CANADA
SWEDEN
CHINA
IRELAND
AUSTRALIA
SPAIN
U.K.
SWITZERLAND
AUSTRIA
SOUTHKOREA
BELGIUM
FRANCE
DENMARK
GERMANY
NETHERLANDS
JAPAN
AVERAGE AMOUNT OF TIME (IN HOURS AND MINUTES) THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET EACH DAY ON ANY DEVICE
TIME PER DAY SPENT USING THE INTERNET
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21

22 @ESKIMON@ESKIMON • SOURCE: KEPIOS ANALYSIS OF GLOBALWEBINDEX DATA (Q1 2020) AND INTERNET USER DATA FROM VARIOUS SOURCES (JULY 2020)
1.25 BILLION YEARS

23 @ESKIMON
THIS MAKES SENSE WHEN WE CONSIDER JUST
HOW PERVASIVE CONNECTED TECH HAS BECOME

197
JAN
2020
MUSIC
APPS
MAP
APPS
BANKING
APPS
DATING
APPS
HEALTH AND
FITNESS APPS
CHAT APPS
(MESSENGERS)
SOCIAL
NETWORKING APPS
ENTERTAINMENT
OR VIDEO APPS
GAMES
(ANY TYPE)
SHOPPING
APPS
52% 65% 35% 11% 26%
89% 89% 65% 47% 66%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING EACH TYPE OF MOBILE APP EACH MONTH
USE OF MOBILE APPS BY CATEGORY
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24

25 @ESKIMON • SOURCE: GLOBALWEBINDEX CORONAVIRUS MULTI-MARKET STUDY (WAVE 5, JULY 2020)
BUT SINCE THE OUTBREAK OF COVID-19, PEOPLE
HAVE BEEN SPENDING EVEN MORE TIME ONLINE

13
JUL
2020
SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 5, JULY 2020). *NOTE: FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS AGED 16 TO 64 IN
AUSTRALIA, BELGIUM, BRAZIL, CHINA, FRANCE, GERMANY, INDIA, ITALY, JAPAN, NEW ZEALAND, PHILIPPINES, POLAND, ROMANIA, SINGAPORE, SOUTH AFRICA, SPAIN, THE UNITED KINGDOM,
AND THE UNITED STATES. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN 29 JUNE AND 02 JULY, 2020. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
SPENDING MORE TIME
ON MOBILE APPS
SPENDING MORE TIME PLAYING
COMPUTER OR VIDEO GAMES
CREATING AND
UPLOADING VIDEOS
LISTENING TO
MORE PODCASTS
WATCHING MORE SHOWS &
FILMS ON STREAMING SERVICES
SPENDING LONGER
USING SOCIAL MEDIA
SPENDING LONGER ON
MESSENGER SERVICES
LISTENING TO MORE MUSIC
STREAMING SERVICES
36% 35% 16% 15%
54% 43% 42% 37%
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 IN SELECT COUNTRIES* WHO REPORT SPENDING MORE TIME ON EACH ACTIVITY DUE TO COVID-19
COVID-19: INCREASE IN ONLINE AND DIGITAL ACTIVITIES
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26

PEOPLE ALSO SAY THEY EXPECT TO CONTINUE
WITH THESE BEHAVIOURS IN THE LONGER TERM

16
JUL
2020
22%
22%
19%
18%
17%
15%
12%
10%
5.8%
5.4%
25%
24%
18%
19%
17%
14%
14%
15%
8.7%
6.0%
WATCHING MORE
ONLINE VIDEOS
WATCHING MORE SHOWS AND
FILMS ON STREAMING SERVICES
SPENDING LONGER
USING SOCIAL MEDIA
SPENDING LONGER USING
MESSENGER SERVICES
LISTENING TO MORE
MUSIC STREAMING SERVICES
SPENDING MORE TIME USING ONLINE
LEARNING PLATFORMS FOR YOURSELF
SPENDING MORE TIME
USING MOBILE APPS
SPENDING MORE TIME PLAYING
COMPUTER OR VIDEO GAMES
CREATING AND
UPLOADING VIDEOS
LISTENING TO
MORE PODCASTS
FEMALE
MALE
COVID-19: PLANS TO CONTINUE WITH NEW BEHAVIOURS
PERCENTAGE OF INTERNET USERS AGED 16 TO 64* WHO EXPECT TO CONTINUE WITH NEW BEHAVIOURS EVEN AFTER THE COVID-19 OUTBREAK ENDS
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28

29 @ESKIMON
ALL OF THESE TRENDS SUGGEST THAT DIGITAL’S
ROLE IN OUR LIVES WILL CONTINUE TO EXPAND

31 @ESKIMON • SOURCE: BASED ON KEPIOS ANALYSIS OF DATA FROM A VARIETY OF SOURCES (SEPTEMBER 2020)
PEOPLE EVERYWHERE RELY ON CONNECTED
TECH TO MAKE THEIR LIVES EASIER AND BETTER

32 @ESKIMON
OUR BIG OPPORTUNITY IS TO DELIVER SIMILAR
OUTCOMES VIA DIGITAL MARKETING ACTIVITIES

33 @ESKIMON
WE NEED TO GO BEYOND MERELY FINDING MORE
EFFICIENT WAYS TO INTERRUPT PEOPLE WITH ADS

34 @ESKIMON
BETTER VALUE ADS
BETTER VALUE ADDS

35 @ESKIMON
THE IMPORTANCE OF A
BALANCED SOCIAL MIX
#2

36 @ESKIMON
THE NUMBER OF SOCIAL MEDIA PLATFORMS
AVAILABLE TO US CONTINUES TO GROW

37 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM A VARIETY OF DIFFERENT SOURCES (SEPTEMBER 2020)
PEOPLE ARE ALSO USING A WIDER VARIETY OF
SOCIAL MEDIA PLATFORMS THAN EVER BEFORE

67
JUL
2020
SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (ALL LATEST AVAILABLE DATA). NOTES: PLATFORMS
IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILL BE LESS RELIABLE. FIGURES FOR PLATFORMS IDENTIFIED BY (**) ARE BASED ON THE
LATEST ADVERTISING AUDIENCE REACH FIGURES REPORTED IN EACH RESPECTIVE PLATFORM’S SELF-SERVICE ADVERTISING TOOLS (JULY 2020). FIGURE FOR TIKTOK DOES NOT INCLUDE DOUYIN.
2,603
2,000
2,000
1,300
1,203
1,082
800
694
550
517
430
400
400
397
367
326
FACEBOOK
YOUTUBE*
WHATSAPP
FB MESSENGER*
WEIXIN / WECHAT
INSTAGRAM**
TIKTOK
QQ
SINA WEIBO
QZONE
REDDIT
DOUYIN
KUAISHOU
SNAPCHAT**
PINTEREST
TWITTER**
DATA UPDATED TO:
16 JULY 2020
BASED ON MONTHLY ACTIVE USERS, ACTIVE USER ACCOUNTS, OR ADDRESSABLE ADVERTISING AUDIENCES (IN MILLIONS)
THE WORLD’S MOST-USED SOCIAL PLATFORMS
38

39 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM A VARIETY OF DIFFERENT SOURCES (SEPTEMBER 2020)
HOWEVER, EVEN THESE NUMBERS SHOW THAT
MOST PEOPLE USE MORE THAN ONE PLATFORM

64
JUL
2020
*NOTE: FIGURE FOR SOCIAL MEDIA ACCOUNTS MAY NOT INDICATE ACTIVE USE OF ALL ACCOUNTS EVERY MONTH.
VISITED OR USED A SOCIAL
NETWORK OR A MESSAGING
SERVICE IN THE PAST MONTH
ACTIVELY ENGAGED WITH
OR CONTRIBUTED TO SOCIAL
MEDIA IN THE PAST MONTH
AVERAGE AMOUNT
OF TIME PER DAY SPENT
USING SOCIAL MEDIA
AVERAGE NUMBER OF
SOCIAL MEDIA ACCOUNTS
PER INTERNET USER*
PERCENTAGE OF INTERNET
USERS WHO USE SOCIAL
MEDIA FOR WORK PURPOSES
99% 88% 2H 22M 8.8 40%
PERSPECTIVES ON HOW INTERNET USERS AGED 16 TO 64 ENGAGE WITH SOCIAL MEDIA
SOCIAL MEDIA BEHAVIOURS
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40

41 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GLOBALWEBINDEX (Q1 2020)
AS A RESULT, THERE ARE SIGNIFICANT OVERLAPS
BETWEEN THE USERS OF EACH SOCIAL PLATFORM

68
JUL
2020
SOURCE: GLOBALWEBINDEX (Q1 2020). *NOTES: ONLY INCLUDES USERS BETWEEN THE AGES OF 16 AND 64. DOES NOT INCLUDE USERS IN CHINA. FIGURES REPRESENT THE PERCENTAGE
OF USERS OF THE PLATFORM IDENTIFIED IN THE LEFT-HAND COLUMN WHO ALSO USE THE PLATFORM IDENTIFIED IN THE ROW AT THE TOP OF EACH COLUMN. THE “WHO DO NOT USE OTHER
PLATFORMS” COLUMN IDENTIFIES THE PERCENTAGE OF USERS WHO DO NOT USE ANY OF THE OTHER PLATFORMS IDENTIFIED IN THE TABLE. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
WHO DO NOT USE
OTHER PLATFORMS
WHO ALSO
USE FACEBOOK
WHO ALSO
USE YOUTUBE
WHO ALSO
USE INSTAGRAM
WHO ALSO
USE REDDIT
WHO ALSO
USE SNAPCHAT
WHO ALSO
USE TWITTER
WHO ALSO
USE TIKTOK
WHO ALSO
USE PINTEREST
FACEBOOK USERS 3.4% 100% 92% 74% 18% 31% 53% 29% 35%
YOUTUBE USERS 5.6% 82% 100% 72% 18% 30% 52% 28% 34%
INSTAGRAM USERS 1.1% 86% 94% 100% 22% 37% 60% 34% 40%
REDDIT USERS 0.6% 85% 94% 85% 100% 60% 75% 56% 65%
SNAPCHAT USERS 0.6% 86% 94% 90% 37% 100% 68% 51% 54%
TWITTER USERS 0.9% 88% 95% 85% 27% 40% 100% 37% 42%
TIKTOK USERS 0.9% 86% 93% 85% 36% 54% 66% 100% 49%
PINTEREST USERS 0.8% 87% 94% 83% 35% 47% 63% 41% 100%
PERCENTAGE OF USERS AGED 16 TO 64* OF EACH SOCIAL MEDIA PLATFORM WHO ALSO USE A SELECTION OF OTHER SOCIAL MEDIA PLATFORMS
USER OVERLAPS BETWEEN SOCIAL MEDIA PLATFORMS
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42

44 @ESKIMON
YOU CAN REACH MOST USERS OF ANY SOCIAL
PLATFORM ON AT LEAST ONE OTHER PLATFORM

46 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM GLOBALWEBINDEX (Q1 2020)
YOU’LL GET LESS AND LESS ADDITIONAL REACH
WITH EACH PLATFORM YOU ADD TO YOUR MIX

47 @ESKIMON
DIMINISHING
MARGINAL
INCREMENTS

48 @ESKIMON
THE SOCIAL PORTFOLIO OPPORTUNITY IS ABOUT
VARIETY OF CONTEXT, NOT ADDITIONAL REACH

49 @ESKIMON
A BALANCED PLATFORM MIX IS ESSENTIAL, WITH
DIFFERENT APPROACHES TO ORGANIC AND PAID

51 @ESKIMON
AUDIENCE OVERLAPS MEAN YOU CAN FOCUS
ORGANIC ACTIVITIES ON 1 OR 2 PLATFORMS

52 @ESKIMON
FEWER
BIGGER
BETTER

54 @ESKIMON
WHICH PLATFORM IS BEST SUITED TO YOUR BRAND’S
WORLD, AND TO YOUR CONTENT FORMAT NEEDS?
WHICH PLATFORM DOES YOUR SPECIFIC AUDIENCE
USE THE MOST? HOW STABLE ARE THEIR PREFERENCES?
CONTEXTUAL
RELEVANCE
&
AUDIENCE
PREFERENCES
SELECTING THE OPTIMUM SOCIAL PLATFORM(S)

55 @ESKIMON
BUT NOTE THAT THE ‘FEWER, BIGGER, BETTER’
MANTRA ONLY APPLIES TO YOUR ORGANIC MIX

56 @ESKIMON
IF YOU HAVE MEDIA BUDGET, YOU MAY WANT
TO EXPLORE A WIDER VARIETY OF PLATFORMS

57 @ESKIMON
PROMOTED
PLACEMENTS

58 @ESKIMON
YOU DON’T NEED TO MAINTAIN AN ORGANIC
PRESENCE TO BENEFIT FROM PAID SOCIAL POSTS

59 @ESKIMON
AS A RESULT, YOU’RE FREE TO SWAP BETWEEN
PAID PLATFORMS AS OFTEN AS YOU NEED TO

60 @ESKIMON
IT’S WELL WORTH EXPERIMENTING WITH
DIFFERENT OPTIONS FOR DIFFERENT OBJECTIVES

61 @ESKIMON • SOURCES: ANNOUNCEMENTS PUBLISHED ON EACH PLATFORM’S WEB PROPERTIES (ACCESSED SEPTEMBER 2020)
WITH OVER 300 MILLION UNIQUE
MONTHLY VISITORS, QUORA OFFERS
BIG OPPORTUNITIES FOR PROACTIVE
OUTREACH AND SOCIAL LISTENING
WITH 416 MILLION MONTHLY ACTIVE
USERS, PINTEREST OFFERS SOME
VALUABLE OPPORTUNITIES, ESPECIALLY
WHEN IT COMES TO ECOMMERCE
WITH 430 MILLION MONTHLY ACTIVE
USERS, REDDIT IS BIGGER THAN
SNAPCHAT, AND OFFERS HIGHLY
CONTEXTUAL OPPORTUNITIES
QUORAPINTERESTREDDIT
SOME UNDER-VALUED SOCIAL OPPORTUNITIES

62 @ESKIMON
BEWARE OF DUPLICATION IF YOU PLAN TO RUN
THE SAME CONTENT ON MULTIPLE PLATFORMS

63 @ESKIMON
USE FREQUENCY CAPS TO AVOID IRRITATING
YOUR AUDIENCE WITH ‘REPETITION POLLUTION’

64 @ESKIMON
SEARCH BEHAVIOURS
ARE EVOLVING
#3

65 @ESKIMON • SOURCE: STATISTA DIGITAL MARKET OUTLOOK (ACCESSED SEPTEMBER 2020)
GLOBAL SPEND ON SEARCH ADVERTISING
LOOKS SET TO EXCEED US$150 BILLION IN 2020

66 @ESKIMON • SOURCE: BASED ON KEPIOS ANALYSIS OF DATA FROM GLOBALWEBINDEX (Q1 2020) AND GOOGLE (ACCESSED SEPTEMBER 2020)
BUT THE WAYS IN WHICH OUR CONSUMERS
SEARCH FOR THINGS ONLINE ARE EVOLVING

67 @ESKIMON
THIS HAS PARTICULAR IMPORTANCE FOR
BRANDS DUE TO THE CENTRAL ROLE OF SEARCH

169
JUL
2020
33%
31%
27%
26%
24%
24%
23%
23%
22%
21%
SEARCH ENGINES
ADS ON TELEVISION
WORD-OF-MOUTH RECOMMENDATIONS
ADS IN SOCIAL MEDIA
BRAND OR PRODUCT WEBSITES
ADS ON WEBSITES
TV SHOWS OR FILMS
RETAIL WEBSITES
RECOMMENDATIONS OR COMMENTS ON SOCIAL MEDIA
ADS IN MOBILE OR TABLET APPS
SOURCES OF NEW BRAND DISCOVERY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY DISCOVER NEW BRANDS AND PRODUCTS THROUGH EACH MEDIUM OR ACTIVITY
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69
JUL
2020
SOURCE: FINN PARTNERS B2B BUYERS INFLUENCE REPORT 2019. NOTE: DATA REPRESENT FINDINGS FOR B2B BUYERS BELOW THE AGE OF 65 IN ASIA-PACIFIC ONLY.
48%
44%
41%
38%
36%
36%
32%
31%
30%
INDUSTRY-SPECIFIC
CONSULTANTS
SUBJECT MATTER EXPERTS
OR INFLUENCERS
SUPPLIER
WEBSITES
SEARCH
ENGINES
THIRD-PARTY
REVIEW SITES
TRADE SHOWS
& CONFERENCES
INDUSTRY-SPECIFIC
ONLINE COMMUNITIES
SOCIAL MEDIA
CHANNELS
RECOMMENDATIONS FROM
COLLEAGUES OR FRIENDS
INFORMATION THAT B2B BUYERS IN ASIA-PACIFIC SAY THEY’RE MOST LIKELY TO USE DURING THEIR BUSINESS PURCHASE PROCESS
TOP INFORMATION SOURCES FOR APAC B2B BUYERS

70 @ESKIMON
BUT HOW HAVE PEOPLE’S ONLINE SEARCH
BEHAVIOURS ACTUALLY CHANGED?

72 @ESKIMON • SOURCE: GLOBALWEBINDEX (Q1 2020)
NEARLY HALF OF ALL INTERNET USERS ALREADY
USE VOICE SEARCH AND VOICE COMMANDS

36
JUL
2020
*ADVISORY: DUE TO A TECHNICAL ISSUE, DATA FOR VIETNAM ARE NOT AVAILABLE FOR THIS DATA POINT FOR THIS PERIOD. AS A RESULT, THE FIGURE FOR THE GLOBAL AVERAGE CITED ABOVE IS
NOT DIRECTLY COMPARABLE TO THE AVERAGES PUBLISHED IN OUR PREVIOUS REPORTS.
60%
56%
55%
52%
51%
49%
49%
48%
45%
44%
42%
40%
40%
39%
37%
37%
36%
35%
35%
35%
34%
32%
32%
31%
31%
30%
28%
27%
26%
26%
25%
24%
23%
23%
22%
22%
21%
21%
20%
20%
19%
17%
INDIA
INDONESIA
CHINA
MEXICO
THAILAND
TURKEY
SAUDIARABIA
U.A.E.
AVERAGE*
COLOMBIA
PHILIPPINES
BRAZIL
TAIWAN
U.S.A.
SPAIN
ITALY
SOUTHAFRICA
MALAYSIA
EGYPT
HONGKONG
CANADA
ARGENTINA
SINGAPORE
U.K.
AUSTRALIA
IRELAND
FRANCE
NEWZEALAND
ROMANIA
ISRAEL
RUSSIA
POLAND
GERMANY
SWITZERLAND
PORTUGAL
BELGIUM
SOUTHKOREA
AUSTRIA
NETHERLANDS
SWEDEN
DENMARK
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE)
USE OF VOICE SEARCH AND VOICE COMMANDS
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74 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF GLOBALWEBINDEX DATA (Q1 2020)
YOUNGER PEOPLE ARE PARTICULARLY LIKELY TO
USE VOICE INTERFACES, ESPECIALLY ON MOBILES

34
APR
2020
55-6445-5435-4425-3416-24
USE OF VOICE SEARCH
OR VOICE COMMANDS:
16-24 YEAR OLDS
USE OF VOICE SEARCH
OR VOICE COMMANDS:
25-34 YEAR OLDS
USE OF VOICE SEARCH
OR VOICE COMMANDS:
35-44 YEAR OLDS
USE OF VOICE SEARCH
OR VOICE COMMANDS:
45-54 YEAR OLDS
USE OF VOICE SEARCH
OR VOICE COMMANDS:
55-64 YEAR OLDS
51% 50% 44% 35% 26%
PERCENTAGE OF GLOBAL INTERNET USERS IN EACH AGE GROUP WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE)
USE OF VOICE SEARCH AND VOICE COMMANDS BY AGE
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75

77 @ESKIMON
NEW BEHAVIOURS MEAN WE MAY NEED TO
RETHINK OUR APPROACH TO SEO AND SEM

78 @ESKIMON
~ Google
70% of Google Assistant queries
are expressed in natural language,
rather than the typical keywords
that people type in a web search.

79 @ESKIMON
CONTENT WRITTEN USING NATURAL LANGUAGE
STRUCTURES MAY SEE BETTER VOICE SEO RESULTS

80 @ESKIMON
IF RESULTS ARE ‘SPOKEN’ BY THE INTERFACE,
USERS MAY ONLY BE SERVED ONE RESULT

PEOPLE ARE ALSO INCREASINGLY USING IMAGE
RECOGNITION TOOLS TO SEARCH WITH IMAGES

IMAGE SEARCH IS PARTICULARLY WIDESPREAD
ACROSS LATIN AMERICA AND SOUTHEAST ASIA

84 @ESKIMON
LOWER LEVELS OF USE IN THE WEST MEAN THE
PRESS MAY HAVE UNDERESTIMATED ITS IMPACT

37
JUL
2020
*ADVISORY: THE WORDING OF THE SURVEY QUESTION THAT INFORMS THIS CHART IS NOT THE SAME AS THE WORDING OF A QUESTION THAT INFORMED A CHART THAT WE INCLUDED IN
PREVIOUS REPORTS ABOUT THE USE OF IMAGE SEARCH FUNCTIONALITY. AS A RESULT, VALUES SHOWN HERE ARE NOT COMPARABLE TO VALUES SHOWN IN CHARTS IN PREVIOUS REPORTS.
67%
61%
57%
53%
53%
50%
48%
47%
45%
41%
41%
40%
38%
38%
37%
37%
35%
35%
34%
34%
34%
33%
33%
31%
31%
30%
29%
27%
25%
25%
24%
23%
22%
22%
22%
22%
22%
20%
18%
15%
13%
12%
11%
11%
10%
10%
9%
COLOMBIA
BRAZIL
MEXICO
ARGENTINA
THAILAND
VIETNAM
INDONESIA
PORTUGAL
KENYA
TAIWAN
PHILIPPINES
NIGERIA
ROMANIA
SOUTHAFRICA
SPAIN
ISRAEL
ITALY
MALAYSIA
WORLDWIDE
CHINA
INDIA
EGYPT
TURKEY
SAUDIARABIA
U.A.E.
HONGKONG
POLAND
GHANA
IRELAND
SOUTHKOREA
NEWZEALAND
RUSSIA
CANADA
SWEDEN
SINGAPORE
U.S.A.
DENMARK
AUSTRALIA
U.K.
MOROCCO
SWITZERLAND
NETHERLANDS
BELGIUM
JAPAN
AUSTRIA
FRANCE
GERMANY
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE IMAGE RECOGNITION TOOLS* (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
USE OF IMAGE RECOGNITION TOOLS ON MOBILE
global
web
index
85

YOUNG WOMEN ACCOUNT FOR THE GREATEST
SHARE OF TODAY’S IMAGE SEARCH USERS

38
JUL
2020
38% 38%
36%
31%
23%
34%
36%
35%
29%
23%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE
MALE
PERCENTAGE OF INTERNET USERS WHO USE IMAGE RECOGNITION TOOLS (E.G. SEARCH ‘LENSES’) ON THEIR MOBILE EACH MONTH
USE OF IMAGE RECOGNITION TOOLS ON MOBILE
global
web
index
87

88 @ESKIMON
IMAGE SEARCH HAS PARTICULAR RELEVANCE TO
HIGHLY ‘AESTHETIC’ ECOMMERCE CATEGORIES

89 @ESKIMON
IT CAN ALSO POWER AUGMENTED REALITY, AND
FACILITATE OFFLINE-TO-ONLINE CONVERSION

91 @ESKIMON
INCLUDE IMAGES OF PRODUCTS FROM MULTIPLE
ANGLES TO MAXIMISE IMAGE SEARCH MATCHES

92 @ESKIMON
HARNESS VISUAL PLATFORMS LIKE PINTEREST
FOR INCREASED IMAGE SEARCH VISIBILITY

93 @ESKIMON
FACTOR IMAGE SEARCH CONSIDERATIONS INTO
PHYSICAL-WORLD DESIGN AND MERCHANDISING

SOCIAL NETWORKS ARE NOW THE SECOND TOP
SOURCE FOR RESEARCH AFTER SEARCH ENGINES

PEOPLE IN DEVELOPING ECONOMIES HAVE BEEN
PARTICULARLY QUICK TO ADOPT SOCIAL SEARCH

69
JUL
2020
88%
86%
76%
69%
67%
65%
64%
62%
62%
61%
61%
60%
59%
57%
57%
57%
56%
56%
50%
48%
44%
42%
42%
42%
42%
38%
38%
37%
37%
35%
35%
34%
33%
33%
32%
31%
30%
29%
29%
29%
29%
28%
26%
25%
25%
24%
24%
KENYA
NIGERIA
GHANA
MOROCCO
COLOMBIA
ARGENTINA
SAUDIARABIA
VIETNAM
PHILIPPINES
INDONESIA
SOUTHAFRICA
BRAZIL
MALAYSIA
MEXICO
EGYPT
ISRAEL
TURKEY
THAILAND
PORTUGAL
U.A.E.
ROMANIA
HONGKONG
POLAND
WORLDWIDE
RUSSIA
SINGAPORE
SPAIN
INDIA
TAIWAN
SWEDEN
DENMARK
NEWZEALAND
IRELAND
CHINA
AUSTRALIA
CANADA
AUSTRIA
ITALY
SWITZERLAND
U.S.A.
BELGIUM
SOUTHKOREA
FRANCE
JAPAN
NETHERLANDS
GERMANY
U.K.
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE SOCIAL MEDIA WHEN THEY’RE LOOKING FOR MORE INFORMATION ABOUT BRANDS
USE OF SOCIAL MEDIA FOR BRAND RESEARCH
global
web
index
97

98 @ESKIMON
THIS MAY BE PARTLY DUE TO THE MEDIAN
AGE OF INTERNET USERS IN THESE LOCATIONS

99 @ESKIMON
~ GlobalWebIndex’s Commerce 2020 Report
Amongst 16-24s, social networks have
already overtaken search engines as the
most popular method of online research.

70
JUL
2020
50%
46%
41%
33%
28%
45%
43%
41%
35%
28%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE
MALE
PERCENTAGE OF INTERNET USERS WHO USE SOCIAL MEDIA WHEN THEY’RE LOOKING FOR MORE INFORMATION ABOUT BRANDS
USE OF SOCIAL MEDIA FOR BRAND RESEARCH
global
web
index
100

101 @ESKIMON
HOWEVER, VERY FEW BRANDS HAVE OPTIMISED
SOCIAL MEDIA ACTIVITIES FOR SOCIAL SEARCH

103 @ESKIMON
ADAPT YOUR SOCIAL CONTENT STRATEGY TO
ADDRESS SOCIAL SEARCH CONSIDERATIONS

104 @ESKIMON
ELEMENTS THAT CAN ENGAGE AD-HOC
AUDIENCES WHO HAVE DISCOVERED INDIVIDUAL
SOCIAL MEDIA POSTS VIA SOCIAL SEARCH
ELEMENTS THAT CONTRIBUTE TO AN EVOLVING BRAND
‘NARRATIVE’ AND ENGAGE THE BRAND’S REGULAR
FOLLOWERS VIA A PLANNED CONTENT CALENDAR
STANDALONESEQUENCED
&
SOCIAL CONTENT CONSIDERATIONS

105 @ESKIMON
HASHTAGS WORK LIKE KEYWORDS IN SEO,
AND ARE CRITICAL TO SOCIAL SEARCH SUCCESS

106 @ESKIMON
VARIOUS PLATFORMS USE HASHTAGS AS A KEY
INPUT INTO SEARCH INDEXING ALGORITHMS

107 @ESKIMON
HOWEVER, MANY MARKETERS MAY NEED TO
RETHINK THEIR APPROACH TO SOCIAL TAGGING

108 @ESKIMON
MORE GENERIC HASHTAGS ARE ESSENTIAL IF
YOU’RE HOPING TO REACH NEW AUDIENCES

110 @ESKIMON
YOU CAN ADD A MIX OF DIFFERENT KINDS
OF TAG TO EACH POST TO IMPROVE VISIBILITY

111 @ESKIMON
ESSENTIAL FOR PHYSICAL-WORLD
ENTITIES SUCH AS RETAIL OUTLETS,
RESTAURANTS, BARS AND CAFÉS,
CLUBS, TOURIST HOTSPOTS, ETC.
THEY’RE UNDIFFERENTIATED, BUT
GENERIC TAGS ARE THE EASIEST WAY
TO APPEAR IN SEARCH RESULTS IF THE
SEARCH TERM ISN’T IN YOUR NAME
WORK WELL FOR PEOPLE WHO
WANT TO SEE ALL POSTS IN A SERIES,
BUT UNLIKELY TO CONTRIBUTE MUCH
TO ORGANIC SEARCH SUCCESS
USEFUL FOR THOSE PEOPLE WHO
WANT TO GET MORE OF A FEEL FOR
A BRAND’S OVERALL PROPOSITION,
PERSONALITY, AND POSITIONING
LOCATIONGENERICPRODUCTBRAND
TAGS THAT MAY BOOST SOCIAL SEARCH VISIBILITY

112 @ESKIMON
USE ‘STATUS TEXT’ ON IMAGE AND VIDEO POSTS
TO ENABLE SEARCH ALGORITHMS TO INDEX THEM

113 @ESKIMON
NOTE THAT EPHEMERAL FORMATS LIKE ‘STORIES’
WILL LIKELY REDUCE SOCIAL SEARCH VISIBILITY

114 @ESKIMON
ECOMMERCE
GROWTH
#4

115 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES (SEPTEMBER 2020)
ECOMMERCE HAS SEEN A SURGE IN ADOPTION
AND USAGE FREQUENCY DUE TO COVID-19

111
APR
2020
44%
50%
48%
40%
33%
47%
55%
52%
44%
30%
SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 2, APRIL 2020). *NOTE: FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS AGED 16 TO 64 IN
AUSTRALIA, BRAZIL, CANADA, CHINA, FRANCE, GERMANY, INDIA, IRELAND, ITALY, JAPAN, NEW ZEALAND, PHILIPPINES, SINGAPORE, SOUTH AFRICA, SPAIN, THE UNITED KINGDOM, AND THE
UNITED STATES. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN MARCH 31 AND APRIL 02, 2020. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE
MALE
PERCENTAGE OF INTERNET USERS OF EACH AGE AND GENDER IN SELECT COUNTRIES* WHO SAY THEY’RE SPENDING MORE TIME SHOPPING ONLINE
COVID-19: SPENDING MORE TIME SHOPPING ONLINE
global
web
index
116

113
APR
2020
SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 2, APRIL 2020). *NOTE: FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS AGED 16 TO 64.
PERCENTAGES REFLECT THE NUMBER OF RESPONDENTS WHO SAY THEY HAVE BEEN SPENDING EITHER A LITTLE MORE OR A LOT MORE TIME SHOPPING ONLINE SINCE THE START OF THE
COVID-19 CRISIS. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN MARCH 31 AND APRIL 02, 2020. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.
33%
29%
27%
19%
17%
15%
12%
9.9% 9.7% 9.6%
7.7%
5.1%
3.6%
FOOD&
GROCERIES
HOUSEHOLD
ESSENTIALS
PERSONALCARE
PRODUCTS
CLOTHES
ENTRETAINMENT
ITEMS
COSMETICS&
BEAUTYPRODUCTS
CHOCOLATE
TREATSFOR
YOURSELF
HOME&
GARDEN
ALCOHOL
HOMEAPPLIANCES
&FURNITURE
GIFTSFOR
OTHERPEOPLE
VACATIONS
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 IN SELECTED COUNTRIES* WHO SAY THEY’RE SHOPPING MORE ONLINE FOR EACH PRODUCT TYPE
COVID-19: INCREASE IN ECOMMERCE INTEREST BY ITEM
global
web
index
117

118 @ESKIMON
AS WELL AS BOOSTING REVENUES, THESE NEW
HABITS MAY HAVE LONGER-TERM IMPLICATIONS

119 @ESKIMON
THE RESULTING INCREASE IN FREQUENCY MAY
BOOST OVERALL FAMILIARITY AND CONFIDENCE

49% OF US SAY WE EXPECT TO CONTINUE
SHOPPING ONLINE MORE FREQUENTLY TOO

159
JUL
2020
59%
55%
55%
53%
50%
49%
46%
44%
44%
38%
36%
36%
36%
31%
30%
29%
28%
28%
23%
INDIA
SOUTHAFRICA
CHINA
BRAZIL
PHILIPPINES
AVERAGE
POLAND
SINGAPORE
ROMANIA
U.K.
U.S.A.
SPAIN
ITALY
GERMANY
NEWZEALAND
AUSTRALIA
FRANCE
BELGIUM
JAPAN
PERCENTAGE OF INTERNET USERS AGED 16 TO 64* WHO SAY THEY EXPECT TO SHOP ONLINE MORE FREQUENTLY EVEN AFTER THE PANDEMIC ENDS
COVID-19: MORE LIKELY TO SHOP ONLINE
global
web
index
121

PLANS TO CONTINUE SHOPPING ONLINE
REMAIN HIGH EVEN AMONGST OLDER USERS

158
JUL
2020
48% 47%
51%
45%
38%
55%
51% 51% 50%
37%
16 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
FEMALE
MALE
PERCENTAGE OF INTERNET USERS IN EACH AGE GROUP* WHO SAY THEY EXPECT TO SHOP ONLINE MORE FREQUENTLY EVEN AFTER THE PANDEMIC ENDS
COVID-19: MORE LIKELY TO SHOP ONLINE
global
web
index
123

124 @ESKIMON • SOURCE: CONTENTSQUARE (JULY 2020)
THIS ENDURING UPLIFT IS CLEARLY VISIBLE IN
THE VOLUME OF ECOMMERCE TRANSACTIONS

164
JUL
2020
SOURCE: CONTENTSQUARE (JULY 2020). NOTES: FIGURES REPRESENT INDICES THAT COMPARE RESPECTIVE ECOMMERCE TRANSACTION LEVELS IN THE WEEKS ENDING ON THE DATES SHOWN
IN THE CHART TO A PRE-PANDEMIC BENCHMARK BASED ON AVERAGE WEEKLY TRANSACTION LEVELS BETWEEN 06 JAN AND 16 FEB 2020.
PRE-COVID
W/E23FEB
W/E01MAR
W/E08MAR
W/E15MAR
W/E22MAR
W/E29MAR
W/E05APR
W/E12APR
W/E19APR
W/E26APR
W/E03MAY
W/E10MAY
W/E17MAY
W/E24MAY
W/E31MAY
W/E07JUN
W/E14JUN
W/E21JUN
W/E28JUN
W/E05JUL
W/E12JUL
100
91 98 99 99
104
110
128
133
148
144
148
144
139
136
134 135
131
129
119
127
119
WEEKLY ECOMMERCE TRANSACTION INDEX OVER THE COURSE OF THE COVID-19 PANDEMIC, COMPARED TO PRE-PANDEMIC BENCHMARK LEVELS
COVID-19: ECOMMERCE TRANSACTION INDEX
125

167
JUL
2020
SOURCE: CONTENTSQUARE (JULY 2020). NOTES: FIGURES REPRESENT THE AVERAGE CHANGE IN CATEGORY ECOMMERCE TRANSACTIONS DURING THE WEEK ENDING 12 JUL 2020
COMPARED TO PRE-PANDEMIC BENCHMARKS BASED ON AVERAGE WEEKLY ECOMMERCE TRANSACTIONS FOR THE RESPECTIVE CATEGORY BETWEEN 06 JAN AND 16 FEB 2020.
+83.4%
+66.5%
+45.9%
+41.8%
+41.6%
+30.7%
+25.9%
+22.6%
+19.7%
+17.1%
+13.6%
+1.8%
-30.0%
SPORTS EQUIPMENT
SUPERMARKETS
RETAIL TECH
HOME FURNISHINGS & DIY
COSMETICS
MEDIA
BANKING & INSURANCE
LUXURY ITEMS
FASHION
JEWELLERY & WATCHES
TELECOMS
RETAIL HEALTHCARE
TOURISM
CHANGE IN ECOMMERCE TRANSACTIONS BY INDUSTRY IN THE WEEK ENDING 12 JULY 2020, COMPARED TO PRE-PANDEMIC BENCHMARKS
COVID-19: IMPACT ON ECOMMERCE TRANSACTIONS
126

WE CAN EXPECT TO SEE THIS TRANSLATE INTO
A SIGNIFICANT UPLIFT IN ONLINE SPEND TOO

128
SEP
2020
$1.38T
$1.65T
$1.92T
$2.41T
$2.70T
$2.94T
SOURCE: STATISTA DIGITAL MARKET OUTLOOK (ACCESSED SEPTEMBER 2020). SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: FIGURES REPRESENT ONLINE
B2C SPEND ON CONSUMER CATEGORIES ONLY (FASHION & BEAUTY, ELECTRONICS & PHYSICAL MEDIA, FOOD & DRINK, FURNITURE & APPLIANCES, AND TOYS, HOBBIES, & DIY), AND DO NOT
INCLUDE B2C SPEND ON CATEGORIES SUCH AS TRAVEL, ACCOMMODATION, OR DIGITAL CONTENT SUCH AS DOWNLOADS OR STREAMING SERVICES, OR ON ANY B2B PURCHASES.
2017 2018 2019 2020 2021 2022
+20% +16% +26% +12% +9%
ANNUAL GLOBAL SPEND ON ONLINE B2C PURCHASES OF CONSUMER GOODS* IN TRILLIONS OF U.S. DOLLARS, WITH YEAR-ON-YEAR CHANGE
GLOBAL ECOMMERCE SPEND ON CONSUMER GOODS

129 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM PPRO (MARCH 2020) AND WORLDPAY (MARCH 2020)
HOWEVER, ECOMMERCE STILL HAS A LONG WAY
TO GO BEFORE IT MATCHES ‘OFFLINE’ RETAIL

152
JUL
2020
SOURCE: PPRO PAYMENTS & ECOMMERCE REPORTS 2019-2020 (MARCH 2020).
24%
19%
17%
16%
16%
16%
15%
15%
13%
13%
12%
11%
10%
10%
10%
10%
9%
9%
9%
8%
8%
8%
8%
7%
7%
7%
7%
7%
6%
5%
5%
5%
5%
5%
5%
4%
4%
4%
4%
4%
4%
4%
3%
3%
3%
3%
3%
3%
2%
2%
2%
2%
2%
2%
1%
1%
1%
1%
CHINA
U.K.
TAIWAN
SOUTHKOREA
GERMANY
WORLDWIDE
U.S.A.
BELGIUM
DENMARK
NORWAY
FINLAND
FRANCE
CZECHIA
NETHERLANDS
SWEDEN
SWITZERLAND
AUSTRALIA
JAPAN
SAUDIARABIA
NEWZEALAND
CANADA
AUSTRIA
SLOVAKIA
ESTONIA
KAZAKHSTAN
ROMANIA
ISRAEL
SPAIN
SINGAPORE
CHILE
LITHUANIA
RUSSIA
TURKEY
HUNGARY
POLAND
INDIA
INDONESIA
LATVIA
UKRAINE
U.A.E.
ITALY
PORTUGAL
ARGENTINA
BRAZIL
COLOMBIA
PERU
URUGUAY
EGYPT
MALAYSIA
PHILIPPINES
THAILAND
BULGARIA
SOUTHAFRICA
MEXICO
VIETNAM
KENYA
MOROCCO
NIGERIA
CONSUMER ECOMMERCE SPEND AS A PERCENTAGE OF TOTAL CONSUMER RETAIL SPEND (PPRO DATA)
ECOMMERCE SPEND vs. TOTAL RETAIL SPEND
130

132 @ESKIMON
AN ‘OMNICHANNEL’ APPROACH TO RETAIL AND
MARKETING OFFERS THE GREATEST OPPORTUNITY

133 @ESKIMON
ACCELERATE ECOMMERCE INITIATIVES TO
MATCH EVOLVING CONSUMER BEHAVIOUR

134 @ESKIMON
HOWEVER, BALANCE IS STILL KEY, SO AVOID
PUTTING ALL YOUR EGGS IN JUST ONE BASKET

135 @ESKIMON
A SHIFT IN THE INTERNET’S
CENTRE OF GRAVITY
#5

136 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM ALEXA, SEMRUSH, SIMILARWEB, AND VARIOUS SOCIAL MEDIA PLATFORMS (SEPTEMBER 2020)
ASIA’S DIGITAL BRANDS ARE GAINING
INCREASING GLOBAL INTEREST AND MOMENTUM

31
JUL
2020
SOURCE: ALEXA (JULY 2020). *NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATA SHOWN HERE ARE NOT RESTRICTED TO ACTIVITIES ON ‘ALEXA’ VOICE-POWERED
PLATFORMS. ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT VISITORS SPEND ON EACH SITE, ON DAYS THEY VISIT EACH SITE, MEASURED
IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
# WEBSITE TIME / DAY PAGES / DAY # WEBSITE TIME / DAY PAGES / DAY
01 GOOGLE.COM 14M 15S 15.74
02 YOUTUBE.COM 14M 14S 8.00
03 TMALL.COM 6M 54S 2.94
04 BAIDU.COM 8M 52S 4.48
05 QQ.COM 3M 42S 4.02
06 FACEBOOK.COM 18M 48S 8.26
07 SOHU.COM 3M 44S 4.70
08 LOGIN.TMALL.COM 5M 05S 1.00
09 TAOBAO.COM 4M 34S 3.59
10 YAHOO.COM 4M 39S 4.43
11 360.CN 3M 16S 4.03
12 JD.COM 3M 32S 4.47
13 AMAZON.COM 9M 27S 8.56
14 WIKIPEDIA.ORG 4M 01S 3.03
15 PAGES.TMALL.COM 1M 16S 1.49
16 SINA.COM.CN 2M 55S 3.55
17 WEIBO.COM 3M 03S 3.69
18 LIVE.COM 5M 03S 5.22
19 REDDIT.COM 5M 45S 4.43
20 ZOOM.US 7M 54S 3.61
RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO ALEXA*, BASED ON TOTAL GLOBAL WEBSITE TRAFFIC
WORLD’S MOST VISITED WEBSITES (ALEXA)
137

138 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM ALEXA, SEMRUSH, SIMILARWEB, AND VARIOUS SOCIAL MEDIA PLATFORMS (SEPTEMBER 2020)
ASIA’S INTERNET BRANDS ARE INCREASINGLY
POPULAR WITH INTERNATIONAL AUDIENCES

67
JUL
2020
SOURCES: KEPIOS ANALYSIS; COMPANY STATEMENTS AND EARNINGS ANNOUNCEMENTS; PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (ALL LATEST AVAILABLE DATA). NOTES: PLATFORMS
IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER NUMBERS IN THE PAST 12 MONTHS, SO FIGURES WILL BE LESS RELIABLE. FIGURES FOR PLATFORMS IDENTIFIED BY (**) ARE BASED ON THE
LATEST ADVERTISING AUDIENCE REACH FIGURES REPORTED IN EACH RESPECTIVE PLATFORM’S SELF-SERVICE ADVERTISING TOOLS (JULY 2020). FIGURE FOR TIKTOK DOES NOT INCLUDE DOUYIN.
2,603
2,000
2,000
1,300
1,203
1,082
800
694
550
517
430
400
400
397
367
326
FACEBOOK
YOUTUBE*
WHATSAPP
FB MESSENGER*
WEIXIN / WECHAT
INSTAGRAM**
TIKTOK
QQ
SINA WEIBO
QZONE
REDDIT
DOUYIN
KUAISHOU
SNAPCHAT**
PINTEREST
TWITTER**
DATA UPDATED TO:
16 JULY 2020
BASED ON MONTHLY ACTIVE USERS, ACTIVE USER ACCOUNTS, OR ADDRESSABLE ADVERTISING AUDIENCES (IN MILLIONS)
THE WORLD’S MOST-USED SOCIAL PLATFORMS
139

140 @ESKIMON
THE IMPLICATIONS OF THIS TREND GO WELL
BEYOND INDIVIDUAL PLATFORM PREFERENCES

141 @ESKIMON
GREATER USE OF ASIAN PLATFORMS MAY
RESHAPE GLOBAL UX AND UI EXPECTATIONS

142 @ESKIMON • SOURCE: KEPIOS ANALYSIS (SEPTEMBER 2020)
PHENOMENA SUCH AS LIVESTREAM COMMERCE
ARE ALSO GAINING MORE WIDESPREAD APPEAL

143 @ESKIMON
TIKTOK’S HUGE POPULARITY DEMONSTRATES THE
POTENTIAL OF NEW ALGORITHMIC APPROACHES

144 @ESKIMON
ASIA’S INTERNET TRENDS ARE ALREADY
STARTING TO RESHAPE WESTERN PLATFORMS

145 @ESKIMON
MEANWHILE, USERS IN ASIA OFFER A GROWING
OPPORTUNITY FOR WESTERN DIGITAL BRANDS

146 @ESKIMON
ASIA OFFERS SIGNIFICANT OPPORTUNITIES
FOR GROWTH, ESPECIALLY IN ECOMMERCE

OCEANIA
SOUTHEASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRICA
WESTERN
AFRICA
NORTHERN
AFRICA
EASTERN
EUROPE
SOUTHERN
EUROPE
NORTHERN
EUROPE
WESTERN
EUROPE
SOUTHERN
AMERICA
CARIBBEAN
CENTRAL
AMERICA
NORTHERN
AMERICA
147
JUL
2020
SOURCES: KEPIOS ANALYSIS OF DATA FROM VARIOUS SOURCES. NOTES: THE 3 REGIONS DENOTED BY A GOLD STAR () ACCOUNT FOR MORE THAN HALF OF THE WORLD’S TOTAL INTERNET
USERS. REGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.
0.7%
9.7%
24.1%
17.7%
0.9%
4.4%
0.9%
2.3%
1.0%
3.6%
2.9%
5.2%
2.9%4.0%
2.2%
7.0%
0.6%2.7%
7.3%
PERCENTAGE OF THE WORLD’S INTERNET USERS LIVING IN EACH REGION
SHARE OF GLOBAL INTERNET USERS BY REGION

148 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM STATISTA DIGITAL MARKET OUTLOOK (ACCESSED SEPTEMBER 2020)
ECOMMERCE ARPU TENDS TO BE LOWER IN
THESE REGIONS COMPARED TO GLOBAL LEVELS

216
JAN
2020
SOURCE: STATISTA DIGITAL MARKET OUTLOOK (ACCESSED JANUARY 2020). SEE STATISTA.COM/OUTLOOK/DIGITAL-MARKETS FOR MORE DETAILS. *NOTES: FIGURES REPRESENT ONLINE B2C
SPEND ON CONSUMER CATEGORIES ONLY (FASHION & BEAUTY, ELECTRONICS & PHYSICAL MEDIA, FOOD & DRINK, FURNITURE & APPLIANCES, AND TOYS, HOBBIES, & DIY), AND DO NOT
INCLUDE B2C SPEND ON CATEGORIES SUCH AS TRAVEL, ACCOMMODATION, OR DIGITAL CONTENT SUCH AS DOWNLOADS OR STREAMING SERVICES, OR ON ANY B2B PURCHASES.
$1,441
$1,389
$1,326
$1,269
$1,157
$1,094
$1,031
$1,021
$1,016
$1,003
$950
$903
$891
$873
$849
$835
$758
$638
$605
$577
$520
$499
$442
$426
$401
$368
$190
$185
$158
$140
$124
$120
$119
$111
$111
$109
$96
$73
$59
$54
$49
$44
$42
$41
$20
SOUTHKOREA
U.S.A.
U.K.
SWEDEN
AUSTRALIA
GERMANY
NETHERLANDS
CHINA
SWITZERLAND
JAPAN
FRANCE
CANADA
HONGKONG
AUSTRIA
DENMARK
NEWZEALAND
IRELAND
ISRAEL
BELGIUM
SINGAPORE
SPAIN
WORLDWIDE
PORTUGAL
U.A.E.
ITALY
POLAND
RUSSIA
MALAYSIA
TURKEY
MEXICO
THAILAND
BRAZIL
ARGENTINA
INDONESIA
COLOMBIA
SOUTHAFRICA
EGYPT
SAUDIARABIA
GHANA
VIETNAM
INDIA
NIGERIA
KENYA
MOROCCO
PHILIPPINES
AVERAGE AMOUNT SPENT ON ONLINE PURCHASES OF CONSUMER GOODS* BY EACH ECOMMERCE USER IN 2019, IN U.S. DOLLARS
ECOMMERCE ARPU: CONSUMER GOODS PURCHASES
149

151 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM STATISTA DIGITAL MARKET OUTLOOK (ACCESSED SEPTEMBER 2020)
ASIA WILL ACCOUNT FOR ALMOST 60% OF
GLOBAL B2C ECOMMERCE SPEND IN 2020

PROJECTED B2C ECOMMERCE
SPEND IN 2020: WORLDWIDE
PROJECTED B2C ECOMMERCE
SPEND IN 2020: ASIA
vs
$2.41 TRILLION$1.41 TRILLION
ASIA’S SHARE OF GLOBAL ECOMMERCE

153 @ESKIMON
WITH ARPU IN ASIA STARTING FROM A LOW
BASE, EXPONENTIAL GROWTH IS A POSSIBILITY

154 @ESKIMON • SOURCE: KEPIOS ANALYSIS OF DATA FROM A VARIETY OF SOURCES (SEPTEMBER 2020)
RAPIDLY INCREASING USER NUMBERS RESULT
IN AN EVEN MORE COMPELLING OPPORTUNITY

156 @ESKIMON • SOURCE: BASED ON KEPIOS ANALYSIS OF DATA FROM STATISTA DIGITAL MARKET OUTLOOK (ACCESSED SEPTEMBER 2020)
THE OPPORTUNITIES IN ASIA ARE ALREADY TOO
BIG TO IGNORE, AND THEY’RE STILL GROWING

158 @ESKIMON
TRACK TRENDS IN ASIA
TO IDENTIFY NEW USER
EXPECTATIONS AND VALUABLE
COMMERCIAL OPPORTUNITIES
ECOMMERCE IS A GROWING
OPPORTUNITY, BUT OFFLINE
CHANNELS ARE STILL CRITICAL,
SO OMNICHANNEL WINS
ENSURE CONTENT ADDRESSES
THE NUANCES OF VOICE
SEARCH, IMAGE SEARCH, AND
SEARCH ON SOCIAL MEDIA
FOCUS ON 1 OR 2 PLATFORMS
FOR ORGANIC SOCIAL POSTS,
BUT EXPERIMENT WITH OTHER
PLATFORMS VIA PAID MEDIA
AS DIGITAL BECOMES MORE
MULTI-DIMENSIONAL, GO
BEYOND ADS TO IDENTIFY
MORE TANGIBLE ‘VALUE-ADDS’
THE RISE
OF THE EAST
ECOMMERCE
GROWTH
THE EVOLUTION
OF SEARCH
A BALANCED
SOCIAL MIX
ACCELERATING
ADOPTION
SEIZING THE DIGITAL OPPORTUNITY

DATAREPORTAL.COM
ALLTHENUMBERSYOUNEED

SIMON KEMP
@ESKIMON
SIMON@KEPIOS.COM
KEPIOS.COM

Future Factors September 2020: The Outlook for Digital Marketing

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