CHICAGO--(BUSINESS WIRE)--Global market research company, Euromonitor International, released today new data examining how technological advances affect the path to purchase and consumer experiences across markets. The new research, Digital Consumer, studies the intersection of commerce and technology, capturing digital purchase behaviour across payer locations, device types and industry segmentations.
While consumers globally are shifting spend from in-person and personal computer transactions to mobile devices, Chinese consumers were the first to favor mobile digital purchases, which surpassed personal computer purchases in 2015. The U.S. was the largest market for digital purchases across all device types in 2015, spending USD $653.7 billion, accounting for 43 percent of total digital purchases. UK consumers spent the most digitally in 2015 with more than USD $4,000 per capita, and are projected to continue outpacing developed market counterparts over the forecast period.
“The proliferation of smartphones and the rise of the mobile Internet has enabled commerce to take place anywhere and a shift toward spend on mobile devices,” Michelle Evans, Digital Consumer Manager, says. “This shift can be attributed to increased penetration of smartphones and the addition of more user-friendly apps that further cement the convenience of on-the-go consumption.”
According to the latest Euromonitor data, more than half of global households in 2016 are expected to gain access to a smartphone. More consumers are seeking online connectivity via smartphones with 44.7 percent of mobile phone subscriptions having Internet access in 2016. Overall, the number of Internet users has doubled since 2009 with a forecasted reach of 3.8 billion globally by 2020.
“Mobile is how companies will connect with consumers of tomorrow and how consumers of tomorrow will research their purchase decisions,” Evans says.
Available on Euromonitor’s Passport: Digital Consumer database, the new data analyses how connectivity and commerce create generational shifts in the way consumers browse and buy products.
To learn more about Euromonitor Digital Consumer research, visit: http://blog.euromonitor.com/2016/03/introducing-the-digital-consumer.html
About Euromonitor International
Euromonitor International is the world’s leading provider for global business intelligence and strategic market analysis. We have more than 40 years of experience publishing international market reports, business reference books and online databases on consumer markets.