科尔尼：互联网下消费者也不是对等的-全球视野( 英文17页)

Connected Consumers Are Not Created Equal: A Global Perspective

• Continuous connectivity.The Internet has become a 24-7 activity. More than half of our survey respondents—already chosen because they are already regular users of the Internet—say that they are connected to the Internet nearly every waking hour. On a country-by-country basis, we find Brazil and Nigeria more connected, and Japan and China less so.
• Four motivations for connectivity.People go online because it meets four basic, universal needs: interpersonal connection, self-expression, exploration, and convenience. But respondents from different countries were more motivated by different factors. For example in emerging markets and places where offline expression is limited, the ability to express an opinion rates very highly; in more mature markets, exploration and convenience matter more.
• The power of social media.Social networks are the places where connected consumers spend the largest amount of their time online. Social networks and social marketing are very effective in generating brand interest and purchases among younger consumers. However, the number of users on a social network is not necessarily an indication for engagement or, importantly, purchases. Furthermore, different social media sites display different usage patterns in different countries.
• Pop-up ads’ surprising effectiveness—but only in some markets.In some emerging markets, particularly Brazil, China, and Nigeria, pop-up ads and banners are surprisingly effective. Respondents from those three countries say they don’t mind the ads and often click on them to see what’s up. In Western Europe and the United States, these ads are far less effective.
• The convergence of physical and online stores. While most purchases today are still made in store, more than half of the survey respondents say they prefer shopping online as well as the online experience. Connectivity does not mean that consumers do everything online, but being connected offers access, speed, and convenience, and enhances the overall the experience.

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