- Share on facebook
- Share on twitter
The Omnichannel Innovation Center was established by OPT, Inc. (Head Office: Chiyoda Ward, Tokyo; President & CEO: Daisuke Kanazawa; hereinafter “OPT”) and ConnectOM, Inc. (Head Office: Chiyoda Ward, Tokyo; President: Shosuke Kumeda; hereinafter “ConnectOM”) as an organization to support the digital shift of bricks-and-mortar businesses. The Omnichannel Innovation Center has teamed up with IGNITION POINT, Inc. (Head Office: Shibuya Ward, Tokyo; President and CEO: Kazuhiro Aoyagi; hereinafter “IGNITION POINT”), a company supporting new business creation and corporate innovation, to publish the “Consumer Digital Shift Survey Report 2019.”
The survey was conducted for 14 item categories under the following three topics.
[TOPICS]
- Ratio of consumers purchasing online
- Consumers using both online and physical stores
- Ratio of online and physical store purchases by age group
①Ratio of consumers purchasing online
The item with the highest ratio of online purchasing experience was “Books,” with 63% of respondents having purchased books online in the past. The next items with a high ratio of online purchase by consumers were: “Travel (60%),” “Toys (59%),” “Clothes, shoes, bags (53%)” and “Home appliances (47%).” On the other hand, most people did not have experience of purchasing items such as “Fresh food (12%),” “Pharmaceuticals (15%),” and “Household goods (16%)” online, showing low demand for purchasing such products online.
②Consumers using both online and physical stores
Two trends can be seen from the current state of online store and physical store purchases.
Trend 1: “Books” and “Travel” show a strong trend of consumers using only one channel for purchase, either online stores or physical stores.
Trend 2: “Clothes, shoes, bags” shows a strong trend of consumers using both online and physical stores for purchase.
③Ratio of online and physical store purchases by age group
The survey measured online purchasing experience for each item by age group. There were no particular age group trends for items such as “Books” and “Travel.” However, younger age groups were more likely to make online purchases in the “Clothes, shoes, bags” and “Furniture” categories.
■ About the Consumer Digital Shift Survey Report
The aim of “Consumer Digital Shift Survey Report 2019” is to discover the actual state of the consumer digital shift. The report is compiled by the Digital Consumer Research Institute from the results of questionnaires and group interviews conducted for about 1000 people. The report clarifies the extent to which consumers have embraced the digital shift, indicating the actual items that consumers have purchased online and their motivations for doing so.
* Detailed report: https://www.opt.ne.jp/news/pdf/20190702.pdf
■ About the Digital Consumer Research Institute and its Research
The Digital Consumer Research Institute was established by the Omnichannel Innovation Center of the OPT Holding Group and IGNITION POINT, Inc. as a neutral hub for consumers, retailers, internet enterprises, manufacturers, and technology companies to understand consumer digital shift and enable new “shopping experiences” to be researched and created.
The progress of technology and changes to social structure are accelerating the consumer digital shift, which has dramatically changed the experience of shopping. New “shopping experiences” born around the world have now been accepted as a part of everyday life. With the support of expert collaborators from across the industry, the Digital Consumer Research Institute conducts surveys, research, and presentations about the current state of the consumer digital shift, and supports the creation of “shopping experiences” suitable for each industry through workshops and consulting services.