Commerce

GWI’s flagship report on the

latest trends in commerce
 05 Discover our data

07 Key insights

09 The current spending mindset

Where are we at with consumer confidence?
Are people spending as often or as much as
they used to?
Methodology
19 Online and traditional channels & definitions

In this
Is the COVID-19 online shopping boom here
to stay? And what does this mean for in-store All figures in this report are drawn from others will include only respondents who
shopping? GWI’s online research among internet completed GWI’s Core survey via PC/

report
users aged 16-64. Our figures are rep- laptop/tablet.
33 Ways to browse, shop, and pay resentative of the online populations of
How has the way we search for and buy goods each market, not its total population. When reading this report, please note
evolved? And how well are these methods per- Note that in many markets in Latin that we focus on data from our ongo-
forming right now? America, the Middle-East and Africa, ing global quarterly research, but also
and the Asia-Pacific region, low inter- refer to our monthly Zeitgeist studies
GWI’s Commerce flagship report 43 Digital goods and subscriptions net penetration rates can mean online across 9 markets, and our GWI USA
provides the most important Is the subscription economy still going strong in a populations are more young, urban, dataset, which surveys over 20,000
insights in the world of com- post-lockdown context? Besides streaming, which affluent and educated than the total internet users in the U.S. aged 16+
merce, from how economic other industries bank on subscriptions? population. each quarter.
confidence and spending habits
are changing, to the latest fig- 57 The purchase journey Each year, GWI interviews over Throughout this report, we refer to
ures on consumers’ ecommerce Are changing media habits affecting how 700,000 internet users aged 16-64 via indexes. Indexes are used to compare any
habits and preferences. consumers research and discover brands online? an online questionnaire for our Core given group against the average (1.00),
How large a role does sustainability play? dataset. A proportion of respond- which unless otherwise stated refers to
ents complete a shorter version of the global average. For example, an index
71 More from GWI this survey via mobile, hence the of “1.20” means that a given group is
sample sizes presented in the charts 20% above the global average, and an
73 Appendix throughout this report may differ as index of “0.80” means that an audience
Click the dots some will include all respondents and is 20% below the global average.
to navigate 75 Notes on methodology

4
 Each of the

Discover the graphs is

numbered

data on our
More information can
be found in the Appendix
section at the end of

platform
this report

Each chart from our ongo-

ing global research in this
report contains a hyper-
link that will bring you
straight to the relevant
k
question on our Platform, ea of
Sn iew
where you can investigate ev ew
pr ur n orm
all data by demographics, o tf
pla
over time, and among your
own audiences.
Just click this icon
to explore the data
on the platform

Source Information
about the source
Base and base

6
Key
insights Search
engines are
It’s time
Consumers essential
to listen
plan to keep to brand
Post-crisis, in to what
shopping discovery,
consumers podcasts
online more Buy now, pay have to offer. but see
are feeling than they later services increasing
the urge to did pre- have reached competition.
save more, pandemic. a new level of
but also to maturity.
indulge.
Across four of the seven countries The business world has seen surging
included in our study, internet users demand for buy now, pay later (BNPL) The number who like listening to pod- The brand discovery landscape con-
prioritize saving over spending. But Across five markets, over a third of con- services. Many offer interest-free options, casts has increased by 9% since Q4 tinues to shift. Since Q2 2020, the
many are also keen to treat them- sumers feel their online shopping habits which are a powerful purchase driver 2020. With many listening to spon- power of search engines in a discov-
selves more than they did pre-crisis. have increased in the past year. More for various groups. But late entrants will sored versions, and with the number ery sense declined by 7%; and Q3 2020
Campaigns that demonstrate ways to importantly, a fifth feel they’re set to need to build on the existing model to discovering products and services saw social media ads surpass search
regularly pamper oneself on a budget increase in the future, which indicates stand out. For example, some are look- through podcast ads on the up, a big engines among Gen Zs. The latter will
and foster individual talents are primed that current behaviors not only have ing to introduce longer-term financing opportunity is to be had for brands bold have to work harder to command the
to succeed. staying power – they’re likely to grow. for large purchases. enough to take the plunge. same level of attention as in the past.

8
01
The current
spending
mindset

In a position to spend

The outlook for spending The number of Gen Zs who

in 2022 depends on con- think their finances will
sumer confidence; when improve in the near future
it’s high, shoppers make is actually double that of
more purchases, and baby boomers. And region-
vice versa. Fortunately, ally, Latin America has the
it’s nearly recovered back most ground to make up, so
to pre-pandemic levels. brands marketing to people
in this part of the world may
This varies by age. Despite need to place more priority
taking more financial hits on reassuring customers
during the pandemic, and offering flexibility. But
younger consumers are on the whole, things are
generally more optimistic looking up for consumer
about their bank balance. confidence.

The current spending mindset 10

 Economic optimism has bounced back 1

% of internet users in each region who say their personal finances will get better in the next 6 months

Global Middle East & Africa Latin America North America Europe Asia Pacific

78 66 70 73 74 73

The number of Gen 61 56 57 57 60 60

Zs who think their 70

59
40
49
52
52
58
53
60
56
62
56
finances will improve 51 38 40 43 47 49

in the near future is 39 25 30 28 33 36

double that of baby

boomers
Pent-up demand has sup- golden quarter will help
ported non-essential make up for capacity issues,
spending over the last year, which are inevitable in
and Deloitte argues that some cases.
supplies might be the biggest
roadblock to progress, rather Over a third of consumers
than consumer caution. would be most motivated to
Retailers in North America promote a brand that pro-
were quick to warn this year’s vides great customer service,
Christmas shoppers to buy and nailing this quality will
holiday gifts earlier than earn those who are strug- Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021
usual or face empty shelves, gling to adapt their business
and good communication model in a post-crisis context
during and after 2021’s some extra points. GWI Core Q1 2020-Q2 2021 1,082,809 internet users aged 16-64

The current spending mindset 12

Saving vs
2
% of internet users in each market who say the following
things have become more important to them

spending Saving money Treating myself*

61
It’s about getting
India
36 the balance right

During the pandemic, addressing this groups’ WOMEN ARE

58

1.3x
Brazil people have been con- unique needs in their
52
tinuously reminded that saving-based marketing
life is short; but also, and tools. more likely
50
U.S. that they need to cover than men to
32
their backs in case the Women are 1.3x more prioritize treating
worst should happen. likely than men to prior- themselves
45
UK Our research indicates itize treating themselves,
26
that these two voices and globally, just over half
have been fighting each prefer to spend money
39
Italy other. This is particularly on an experience than a
49
the case among Gen Zs, product. This explains why
who over-index on both Wowcher, a deal website
33
Germany points. The gap between with a mostly female
38
saving and spending is audience, went big on
greatest among younger half-price discounts for
24
France consumers, which leisure facilities and treat-
55
means financial provid- ments in the lead-up to
ers need to ensure they’re Christmas 2021.

*Treating myself/indulging when I feel like it

GWI Zeitgeist September 2021

10,348 internet users across 7 markets aged 16-64

The current spending mindset 14

 People are
3
% of U.S. consumers who agree with...
% of U.S. consumers who are planning to do the following in the next 6 months

setting money % change since Q2 2020

aside for the 17

future, but I'm happy to use credit/loans

to buy things I couldn't
+21%

also treating otherwise afford

57
themselves
As we cover in our of luxury can tap into more My future financial security
is extremely important to me
+6%
Connecting the dots today’s hedonistic vibe.
report, people feel Compared to a spa day,
more empowered to creator Annyah defines 59
chase what brings them self-care as eating
joy, even if that means fruit loops because it
sacrificing a degree of reminds her of being +14%
Buy a personal effect
financial stability. In young and carefree.
(e.g. jewelry, wristwatch)
America, there’s been Similarly, ice cream
a drop in consumers company Häagen-
58
describing themselves Dazs engaged artists
as “thrifty”, and a rise to explain what luxury
in the number identi- means to them and
fying as “creative” and showed that, for some, Purchase or renew a +7%
“talented”. We’re seeing it’s simply having the type of insurance
signs of a new “Roaring freedom to express their
20s”, but it ’s not a creativity. Campaigns
straightforward case of that demonstrate ways
history repeating itself. to regularly pamper one-
self on a budget and
Brands that don’t fit into foster individual talents
traditional categories are primed to succeed. GWI USA Q3 2021 20,560 U.S. consumers aged 16+

The current spending mindset 16

Going out less = spending more Consumers are still
42% of those
4

moving around less 29 27 25 23 20 22

celebrating the
Globally, consumer in 10 Black Friday shop-
demand for experiences is pers expected to spend % of consumers in the U.S./ 27 25 20 19 17 19

winter holidays
starting to pick up again, more this year, with a UK who have purchased the 15 15 11 10 7 8
but still remains below smaller group (18%) following in the last 3-6 months
14 13 11 12 10 11
plan to buy an
pre-pandemic levels. aiming to spend less.
The U.S. and UK were Vacation (domestic)

experience or
among the first coun- Companies should think
tries to start vaccinating about ways to upsell, Travel tickets (e.g. a flight)

vacation as
their adult populations cross-sell, or add value Vacation (abroad)
and ease restrictions; during B2C interactions,
Experience (e.g. spa trip, day out)

a gift
and even here, inspiring especially if they’re hap-
widespread confidence pening less frequently.
to travel is going to take Booking.com, which sells
some time. hotel stays online, sees a
connected trip strategy Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021
But the good news is as critical for post-cri-
that many travelers sis growth. The Expedia
plan to spend more on Group is thinking along
their next trip than they the same lines. It’s cre-
would typically. This is a ated new packages that
pattern we see across bundle flights, accom- ...but they plan to spend more when they do
our research: people are modation, and activities % of vacation planners in the U.S./UK who say they plan to spend the following on their next trip
generally splashing out a together, and include
little more when the time things like upfront total
Spend more Spend around the same Spend less Not sure
comes. For example, 3 pricing or virtual agents.

33 46 18 3

GWI Core Q1 2020-Q2 2021 & Custom June 2021 Survey

141,130 internet users in the U.S./UK aged 16-64; and 2,566 vacation planners

The current spending mindset 18

02
Online and
traditional channels

The virtual shopping cart

Globally, 58% of consumers prefer

to shop online. This way of shopping
reached a whole new level during
with younger generations driving this
trend. Mobiles have played an impor-
tant role, with 31% using this device to
31%
the pandemic, with stores closed shop or browse for products each week. have used their mobile
for months over 2020 and 2021. We to shop or browse for
even saw retailers like Amazon Fresh For many, closed stores as well as con- products online in the
waitlisting new customers to keep cerns for safety over the past year led past week
up with the sudden surge in demand. them to buy more online, with around
Across the five markets included in a fifth still feeling uncomfortable
our July Zeitgeist research, over a third shopping in-store in May. But having
of internet users had shopped online relied on it for an extended period of
more in the past year. A fifth also feel time, many have become accustomed
they will do even more in the future, to this level of convenience and see

Online and traditional channels 20

 Mobile % who have done the following 5

online in the last week on each device

makes up Any device Mobile

a large
percentage
Purchased any new or secondhand product/service
58
30
of online Shopped/browsed for products online

sales 51
31

Purchased a product/service
40
21

Purchased secondhand/preowned items

14
6

For many, closed

themselves sticking with or increasing
this habit. A key part of this trend is

stores as well as
grocery shopping – which we’ll touch
on later in the report.
Online shopping is
concerns for safety
Has increased/will increase Remained/will remain the same

Mobile shopping has also risen wave- sticking around Has declined/will decline

over the past year

on-wave in our USA research. There’s
been a 36% increase in the number of % who say the following about
Over the past year 38 52 10

led them to buy

Americans doing most of their house- how their online shopping has
hold or grocery shopping this way, and changed/will change
In the future 21 69 10

more online
a 25% increase in those doing at least
some of it via mobile. Retailers that
don’t have a shopping app will ben-
efit from developing one, and those
who have should go the extra mile to GWI Core Q2 2021 & GWI Zeitgeist July 2021
ensure it’s as user-friendly as possible. 186,925 internet users aged 16-64; 7,087 internet users in France, Germany, Italy, UK and US aged 16-64

Online and traditional channels 22

 6

Less touching,
more tapping
% who want to see more stores and Contactless is the future
retailers offering the following
When shopping in-store, many want MOBILE PAYMENTS Stores have even been used to supple-

Self-checkout
32
contactless service. This could be due
to concerns for safety, a desire for
convenience – or both. When asked
1/4
Gen X and boom-
ment online offerings. Ikea purchased
a spot on London’s Oxford Street to
create a central base for the brand.
how the in-store experience could be ers use a mobile This will have a range of display rooms,
Curbside pick-up elevated, the most popular choices payment service allowing customers to view products
26 were a self-checkout option, followed like Apple Pay before ordering them. Although many
by curbside pickup. Amazon has taken each month prefer it, online channels don’t allow
steps to go contactless and opened people to see or touch items in the
Being able to pay with mobile payment services a till-free food store. Customers flesh. Ikea’s showroom offers the best
22 are sent a QR code which is scanned of both worlds.
to start shopping. After walking out,
Click & collect receipts are emailed to shoppers, who To keep customers coming back, stores
21 are billed via their Amazon account. will need to ensure they’re ticking the
right boxes. In May, 17% of consum-
The demand for less contact is sup- ers across 4 countries said they were
QR codes in-store
ported by the rise of mobile payments. uncomfortable shopping in-store, with
17
During the pandemic, older con- the same number identifying as neutral.
sumers saw the biggest percentage Even among those who are comforta-
increases in this area. Now, around 1 ble, many say mandatory mask-wearing
in 4 Gen X and boomers use a mobile (46%) would help them feel more at
payment service like Apple Pay each ease, followed by good air ventilation
month, which is more or less on par (40%) and the sanitizing of surfaces and
with the figure for younger groups. products (40%). Taking these steps will
GWI Zeitgeist May 2021 As a result, stores aren’t going out of get hesitant groups back through the
6,073 internet users in France, Germany, UK and US aged 16-64 fashion, they’re evolving. door and earn brands kudos.

Online and traditional channels 24

Customer service: going
above and beyond

As more shop online, they want differ- more likely to list good customer service
ent things when going into stores. One as an important in-store influencer.
issue with online shopping is that the
experience can be mechanical, with the Moving onto online shopping, custom-
absence of a friendly face. As such, the ers want a more seamless experience
desire for good customer service when – they want a bug-free website and
shopping in-store has grown along- clear product images or descriptions,
side greater reliance on ecommerce allowing them to know exactly what
channels – a sign that consumers they’re buying.
crave what’s lacking from the virtual
experience. Interestingly, as people place greater
importance on convenience and start
As we’ve already mentioned, self- to feel more financially confident,
checkout options are important. But money-saving schemes have dipped
depending on the industry, they’re in popularity across all channels.
not always the preferred option. For That’s not to say brands should give
example, 53% of those who prefer to up on them, especially in a country like
buy luxury items in-store most expect the U.S. where over 2 in 5 say coupons
great customer service from high-end are important for both in-store and
brands. Those making large purchases online shopping. But it’s a sign they
will want staff to go above and beyond, can’t rely on them as much as they
especially those who shop online each used to and therefore need to fine-
month; this group of shoppers are 10% tune their service.

Online and traditional channels 26

 In-store Online
7

% of U.S. consumers who feel the Good customer % of U.S. consumers who feel the Online
service over shopping needs
following are important to them when following are important to them when
shopping in-store shopping online

coupons to be simple

Good customer Friendly service Good Self-checkout Coupons Loyalty points Easy-to-navigate Clear product Bug-free, fast Next-day Items on Coupons/
service restrooms /service website/app descriptions & website/app delivery sale codes
images

Q3 2021 58 51 36 34 42 34 Q3 2021 45 39 29 23 48 43

% change % change
+3 +3 +4 +6 -8 -2 +8 +8 +9 +13 -2 -2
since Q2 2020 since Q2 2020

0 0

GWI USA Q2 2020 & Q3 2021 20,992 (Q2 2020) & 20,560 (Q3 2021) internet users in America aged 16+

Online and traditional channels 28

There’s more appetite for
online grocery shopping

During the ecommerce boom, COVID-19 led people to prioritize HEALTH

some categories accelerated
more than others. More are
their wellbeing. Consequently,
many have taken actions to sup- 73%
adding items to digital baskets, port their health: 40% buy more are more
as we’ve seen a 8% growth in supplements, for example. And conscious of
online grocery shopping since Q1 greater numbers are doing this protecting their
2020. Any movement in the per- via the internet, with online pur- physical or
centage of grocery items bought chases of healthcare products mental health
virtually is worthy of attention, as among boomers increasing by than before the
the overall global annual spend 13% since Q1 2020. pandemic
is immense.
Virtual shopping aside, a number
Yet, only 38% of monthly gro- of products have risen to new
cery shoppers buy these goods heights and sustained their spot
online, so there’s still plenty of on the overall leader board. With
room for virtual channels to salons closed for months at a
grow and a lot of potential for time, consumers applied their own
brands to shake up the industry. beauty treatments, and demand
For example, the COVID boom for moisturizer is climbing still.
inspired Kroger to engage in a Home-related purchases like
new partnership and offer gro- garden furniture and pet insur-
cery delivery within 30 minutes. ance also shot up as societies
It’s unlikely that most people will started looking for ways to better
ever do all of their grocery shop- their home. And since the end of
ping online; the big question 2020, there’s been further growth
is what share of total grocery in the number of Americans plan-
purchases online channels will ning to re-decorate their home in
command in the future. the next 6 months.

Online and traditional channels 30

 Biggest increases 0

Some of the biggest

Certain product
8
Pet insurance +13
movers and shakers

categories have witnessed Moisturizer +11

significant online growth % change between 2020-

2021, based on the % who Champagne/sparkling wine +9
have bought these items in
the last month/3-6 months Hair styling tools +7
% of internet users who have bought the following online in the last month
Garden furniture +7

Groceries Personal care products Household products Healthcare products

33 35 37 37 37 36 Biggest decreases

29 30 32 32 31 31
Travel insurance -16
21 23 24 24 24 24
11 12 12 12 12 12 Travel tickets -17

Hair coloring products -18

Concert tickets -19

Vacation (abroad) -30

GWI Core Q1 2020-Q2 2021

Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021
1,082,809 internet users aged 16-64

Online and traditional channels 32

 9

03
Fresh Is your
business on mute? The world’s online search
ways Many consumer groups are in this trend than their behaviors are very diverse
to browse,
diversifying the way they younger counterparts.
search, which brings exciting % in each region who have...
new marketing opportuni- On the other side of the

shop, and
ties to the table. Habits and search spectrum, Asian and
expectations around the North American consumers
used an image recognition tool on their mobile in the last month
online experience for internet over-index most for using

pay
used a voice assistant to find information on any device in the last week
users in fast-growth regions voice assistants to find infor-
like Latin America and Asia mation. While voice search
Pacific aren’t as entrenched is primarily a mobile activity,
as in mature markets. As a smart home product owner-
result, they tend to be more ship is relatively widespread
31 27 16 17 51 19 27 19 19 24
open to engaging with dig- in North America. So, it’s likely
itally-progressive trends like other devices play more of a
image recognition tools and central part in this region’s
social commerce. voice search activities.

What’s more, while Gen Z Overall, it’s by adding layers to

represents the largest group their traditional SEO strategies
of image-based searchers with voice search or image
(32%), older groups aren’t recognition – depending on
miles behind; a quarter of the audience in question,
Gen X and boomers use where they’re based, and how Asia Pacific Europe Latin Middle East North
this method. And in Latin they use it – that brands will America and Africa America
America, older consumers ensure they don’t miss out on
are actually more involved a chance to get more traffic. GWI Q2 2021 186,925 internet users aged 16-64

Fresh ways to browse, shop, and pay 34

 There’s significant AR isn’t just
10

demand for AR tools for online stores

among younger % of Gen Z and millennials in each group*
New-era AR:
consumers who say they want more retailers to offer
bringing stores back the ability to “try on” products digitally

Augmented reality (AR) experience during closures. % in each generation who say they want more retailers
features are widely used by For example, L’Oréal offered to offer the ability to “try on” products digitally

23
social networkers around a live try-on feature on its
the world. This technology website and partnered with
essentially allows users to Facebook to bring virtual
In-store shopping
customize images by trans- makeup to the site.
enthusiasts
forming the way they look
Gen Z 20
and the world around them. But with the focus generally
on using AR to fill in the gap
Various event organizers left when restrictions were
or sports leagues already in place, many companies
use AR tools to add to the are yet to explore new ways
excitement. The potential of using it to enhance the Millennials 22

20
benefits for retailers adopt- in-person shopping experi-
ing this technology are even ence. Some are ahead of the
greater, as when used effec- curve, relying on AR to drive Online shopping
tively, it’s a powerful way to footfall recovery. Beauty enthusiasts
drive sales. brand Sephora uses in-store Gen X 12
AR to help consumers pick
Over a fifth of Gen Z and out the perfect shade of
millennials want to see more foundation. The power of
retailers offering the ability these tactics shouldn’t be Baby boomers 5 *In-store/online shoppers are defined as those who
to try on products digitally, underestimated, especially say they typically prefer to shop in-store/online
rising to a quarter in the U.S. as there’s more demand for
These tools were used to rec- AR among in-store shopping
reate the in-store shopping enthusiasts. GWI Zeitgeist May 2021 6,073 internet users in France, Germany, UK and USA aged 16-64

Fresh ways to browse, shop, and pay 36

This should have
been a video

Chinese online retail giant overcome the trust barrier,

Alibaba has long been the brands and their ambas-
global frontrunner in live- sadors might benefit
stream marketing due to the from ensuring influencer
success of its Taobao Live reviews are balanced, as
platform. But today, many well as addressing nega-
are rushing to grab a slice tive feedback.
of the action. The figure for
weekly livestreaming does Overall though, livestream
vary by region and genera- viewers are a highly influen-
tion, but doesn’t drop below tial group and a great source
1 in 5 in either case. This of earned media. They buy
shows that there’s already a products to participate in
large and diverse audience online communities, spread
for “shoppertainment”. the word to peers, and share
branded posts on social
Despite drawing in a large media much more than the
crowd, livestream shop- average. It makes sense that
ping is taking off slower in video sites outside China
the West. Here, livestream are starting to hone in on
viewers are less likely to say this audience. Influenced
they tend to buy brands by ecommerce holidays
they’ve seen advertised, like Single’s Day, which had
and to trust what online its most successful year to
reviews say about prod- date, YouTube has invested
ucts and services. Studies in a live shopping platform
have shown that too many – hosting a week-long event
perfect scores on a review called “YouTube Holiday
can actually do more harm Stream and Shop”. This is an
than good, and highlighted encouraging sign for those
the damage that censoring hopeful about livestreaming
can do. When working to in the West.

38
Chinese platform users Livestream viewers
11

crave livestreams should be on your

% of users of the following platforms who have watched or listened to a livestream online in the last week radar
China Globally (excluding China)

% of livestream viewers who say the following describe them

Tmall Douyin (TikTok) TikTok IDX

I tell my friends and family about new products
47 1.31

I trust what online reviews say about products/services

45 1.28
Xiaohongshu Huya YouTube

I make decisions quickly

42 1.20

I tend to buy brands I have seen advertised

Inke Taobao Amazon 35 1.36
app

I buy products/services to access the community built around them

23 1.40

Weibo WeChat Facebook

GWI Core Q2 2021

186,925 internet users and 50,579 livestream viewers aged 16-64

Fresh ways to browse, shop, and pay 40

 12

Buy now, pay Instagram Shopping Bag users 38

later schemes are
popular among Consumers in Asia Pacific 24
various audiences
Riding the “buy now,
pay later” wave % in each group who have used a buy now,
Online clothing/shoes buyers
22
pay later service in the last week
The business world has seen said, Klarna Bank is look- through. So, brands will
surging demand for buy
now, pay later (BNPL) ser-
ing to introduce longer-term
financing for larger pur-
benefit from getting ahead
of the regulation game.
All internet users
17
vices like Klarna, Afterpay, chases. Soon, experiences Klarna is a good example;
and Affirm. In October, like holidays could be on the company is doing more

“
London-based start-up the cards. BNPL schemes thorough checks on how
Zilch raised $110 million account for an increasingly much users can afford to

32
in a round of funding that greater share of ecom- borrow and using clearer
valued it at $2 billion, four merce transactions, and language during checkouts. The ability to spread Consumers in Latin America
times what it was worth brands hoping to gain a payments over time
several months ago. These stronger foothold in this Many services offer inter- without added interest
kinds of headlines are pretty
common right now, with
space should keep a few
things in mind.
est-free options, which are
a powerful purchase driver
would induce me to buy
a product online
Influencer followers 25
this payment method even across various groups. But
earning spotlights in the Regulators have been clos- late entrants will need to % in each group who agree with
B2B arena. ing in on this payment
method in recent years,
build on the existing model
to stand out. For example,
the above statement International vacation planners
22
BNPL schemes are most due to its growing popu- BNPL services typically

18
popular among consum- larity and concerns about include their checkout
All internet users
ers in Asia Pacific and those consumer welfare. This will option on select retailers’
looking to buy inexpensive probably mean more legis- websites, while Zilch can be
items like clothes, shoes, lation, and some countries used to pay any merchant
and accessories. That being have already followed that accepts Mastercard. GWI Core Q2 2021 186,925 internet users aged 16-64

Fresh ways to browse, shop, and pay 42

04
Digital
goods and
subscriptions
Are consumers
growing tired of TV?

Purchases of digital con- number paying for a TV

tent vary by region. For subscription service.
example, Latin and North
America take the top spots However, 1 in 4 streamers
for streaming. Whereas, across 4 countries have
Asia Pacific and MEA lead already canceled one or
the way with downloads. more subscription services
or are considering doing so.
The number paying for As it costs 5 times more
movie or TV streaming ser- to acquire new customers
vices shot up in Q2 2020, as than retain existing ones,
lockdowns were introduced streaming companies need
throughout the world. to work hard to keep cus-
Streaming has remained tomers on board. But what’s
steady since, as has the the best way?

Digital goods and subscriptions 44

 13

The Americas are

leading the way with
TV streaming

When asked, price came

out on top for almost two-
thirds of streaming service
1 in 4 % who have paid for the
following types of digital
content in the last month

streamers
Asia Pacific Europe LatAm MEA North Am
users. This was closely fol-
lowed by having a large
Movie or TV
amount of content, and new 30 28 47 22 39

plan to or
streaming service
content being added regu-
larly. Salesforce also cites
Music download 25 9 16 23 13
a refreshed and expand-
ing content catalog as a
key way to keep consumers
on side.
already have Music streaming
service
23 20 27 18 30

Online learning is also worth

a special mention. Helped by
canceled their Movie or TV
download
21 8 12 20 15

school closures and hybrid

working, it’s made some
great strides, with overall
subscription Mobile game

Mobile app
20

19
9

10
14

14
16

23
12

13
purchases having increased
by 15% since Q1 2020. Like
streaming services, players Study programs/
17 6 13 17 7
learning materials
should prioritize developing
strong customer reten-
tion programs to keep the
trend going. GWI Core Q2 2021 186,925 internet users aged 16-64

Digital goods and subscriptions 46

 Quality and exclusivity are gold for news publishers 14

% who say the following would motivate them to purchase a news subscription

Gen Z & millennials Gen X & baby boomers

Better quality news

45 35
Top ways to boost
news sales Exclusive news stories
29 20
A lot has changed in the paying subscribers, which speaks to the impact Unique content on other channels (e.g. podcasts)
way we consume media. it put down to people being COVID-related content is 28 13
The number who pay for willing to pay for writers they having on impressions of
a movie or TV streaming trust. Overall, consumers the news media. In depth analysis/commentary
service each month has aren’t against adding news 27 18
increased by 145% since to their list of subscriptions If publishers or broadcasters User experience of website/app
2011, and the story is similar – 70% say that one of the are to grow their subscriber 26 13
for music streaming ser- factors in our chart would base, they need to invest in
vices. However, the relative motivate them to purchase quality control. They can do Reputation of the brand/publisher
figure for news services has one, rising to nearly 4 in 5 for this by building or refining 24 17
only increased by 3% within Gen Z and millennials. a checklist that clearly sets More information about the COVID-19 pandemic
the same decade. out their standards, and by 23 12
A possible reason for hesi- doing more thorough checks
But there’s hope for publish- tancy across all age groups to ensure any work sent out None of these
ers. Consumers, especially is media burnout – people under their name meets 21 46
younger ones, feel that feeling there’s too much these expectations. They can Added content (e.g. recipes/crosswords)
good quality news is worth negativity in the news. also inject more positivity 20 9
paying for. In fact, 2 in 5 In September, around 1 into stories through a solu-
would be motivated to in 5 internet users said tions-based approach, More data journalism
purchase a news subscrip- they’d been spending less which takes a look at 20 11
tion if it met this standard. time reading or watching possible responses to a
Newsletter start-up sub- the news to protect their problem, rather than just
stack recently hit 1 million mental wellbeing, which naming it. GWI Zeitgeist September 2021 10,522 internet users in Brazil, France, Germany, India, Italy, UK, USA

Digital goods and subscriptions 48

 The subscription economy has
infiltrated various industries

The pandemic stripped In the U.S., food box ser-

consumers of regular vices like Blue Apron are
hobbies, outings, and popular, with just under a
plans, so they had to find quarter in this part of the
replacements in the home. world using them. This kind
Subscriptions helped of subscription has also
people make up for what seen a 19% increase since
they were missing, and this the end of 2020, and more
payment mode has picked competition calls for more
up in a number of indus- innovation. Food box users
tries. In the U.S., the number in the U.S. are much more
of fashion and beauty sub- likely to say they enjoy enter-
scribers has grown by 17% taining guests at home and
since Q2 2020. usually need help organiz-
ing things, which means
The gaming industry saw services can stand out by
more subscriptions to cloud ticking these extra boxes.
gaming platforms and sub-
scription services. Although Hello Fresh, for exam-
it’s mainly Gen Z and mil- ple, has a blog on things
lennials paying for them, like nailing perfect garden
growth during the pan- party and al fresco dining.
demic is mainly owed to Now the world’s opened
older groups: the number of up, subscription services
Gen X and boomers using need to remember why
cloud gaming platforms consumers took to them
has risen by 19% since Q2 in the first place; buyers
2020, alongside the number craved convenience and
using subscription services the opportunity to enrich
like XBOX LIVE (15%). their lifestyles.

Digital goods and subscriptions 50

22
18 Gen Z Millennials Gen X Baby boomers 15

Food and A food box/kit

subscription service 38 39 21 5
fashion-related
subscriptions

% of consumers in the U.S.

who pay for the following
Beauty/fashion-related
subscriptions 10 14 9 2

Played a game using a

Gaming-based cloud gaming platform/ 11 13 9 4
subscriptions streaming service

% of global gamers who

have done the following
in the last month
Used a subscription
service such as XBOX 10 12 8 4
LIVE or PlayStation Plus

GWI Core Q2 2021 & GWI USA Q3 2021

20,560 internet users in America aged 16+; and 186,925 global internet users aged 16-64

Digital goods and subscriptions 52

 There’s great 16

opportunities to monetize
podcast content

% of sponsored podcast listeners who

Podcast sponsorship: engage with the following genres
go big or go home

Podcast
Many brands haven’t tested or sponsored medium. The
the waters of the podcast- great news for brands look- Comedy 30

engagement
ing space, but there’s a clear ing to invest is that 75% of
business case for doing so. podcast listeners in the U.S. News & Politics 25

in the U.S. has

For starters, our coronavirus engage with either sponsored
research showed greater versions or a combination True Crime 22

increased by
uptake during lockdowns, of the two, which means
and the number of con- plenty of opportunities for Music 20

21% since Q2
sumers who like to listen to brand discovery.
podcasts has increased by TV & Movies 17

2020
9% globally since the end of In terms of genre, comedy
Sports 17
2020 - continuing to make is most popular among
steady progress. The fact listeners, with news & poli-
History 16
that this format became tics and true crime not far
more popular when many behind. There’s no genre Health & Living 15
weren’t commuting regularly that dominates by a large
shines a light on the indus- margin, which makes a Talk show 15
try’s potential, by showing good case for sponsoring
that podcasts have various a diverse range of pod-
use cases. For example, an casts. Research by WARC
article published by The supports this as it shows
Manual, a lifestyle blog that sponsoring a mix-
for men, lists great work- ture ensures a variety of
out podcasts to listen to. audiences are exposed
to an ad, which covers GWI USA Q3 2021
Consumers either listen to more ground and leads to 4,440 podcast listeners in the U.S. who listen to
podcasts through an ad-free better ROI. sponsored podcasts or a mix of sponsored/
ad-free ones, aged 16+

Digital goods and subscriptions 54

Trend in action

NFTs:
what’s behind the trend?

N o n - f u n g i b l e t o ke n s only speak for early adop-

(NFTs) have exploded this ters at this point, those
year, with half of consum- who have heard of NFTs
ers having heard of them. are 33% more likely to pur-
Major brands like Nike and chase a product online if
Coca-Cola have thrown they receive exclusive con-
their hats in the ring, with tent or services in return.
Coca-Cola ’s first ever They’re also 18% more likely
NFT collectibles earning to advocate a brand when
$575,883.61 in an online they feel involved.
auction. But why are NFTs
gaining so much traction? The Great British
Olympic team c ov-
It’s all about money and ered these bases when
exclusivity. Among those they released an official
who have heard of NFTs, the NFT collection, including
majority feel that buying unique murals highlight-
and selling them can make ing the team’s history. This
them a lot of money (42%), collection gave buyers the
closely followed by feeling chance to be part of the
that it ’s an opportunity story and connect with the
to own exclusive content team when traveling to
(37%). Although we can Tokyo wasn’t on the cards.

56
05
The purchase
journey More Gen
Zs discover
brands via
Catering to the
omnibrowser social ads
Influenced by changing online habits brands that offer insider knowledge than search
engines
during the pandemic, the way consum- and are relevant to their interests, the
ers discover brands has shifted. As we business world should take advantage
mentioned earlier, more people listen of the intimacy this format creates.
to podcasts today than in the past.
Unsurprisingly then, there’s been a 9% Spotify has seen a 13% increase in Today, people shop and search across
rise in the number finding new brands engagement since the end of 2020, and multiple devices. Traditional formats
through podcast ads. Now, over 1 in 5 3 in 5 users have a free, ad-supported still deserve a lot of attention and it’s
podcast listeners make discoveries while account. In light of this, it reported a unwise to discount them, but the brand
tuned in. growth in advertising revenue, helped by discovery landscape has become
podcasts, in its third quarter. The com- increasingly fractured. In Q3 2020,
Reach and impact aren’t the same pany is in the process of expanding its Gen Zs passed an important mile-
thing. While people use and discover Spotify Audience Network – the audio stone. They’re now more likely to learn
brands via traditional mediums like advertising marketplace it introduced about new products via ads on social
search engines more often, audio builds last winter. This is yet another sign the media than search engines. This means
strong connections between hosts and audio ad space is growing. For many search engines and retail websites will
listeners. Given consumers are also businesses, placing ads here could be have to work harder to command the
more likely to buy from or promote a worthwhile investment. same level of attention as in the past.

The purchase journey 58

“
The top increases/decreases in online discovery 17

% of internet users who discover brands via the

I discover brands following (sorted by % change)

Gen Z Millennials

via the following... Gen X Baby boomers

% Q2 2021 % increase/decrease since Q2 2020

11 13
Ads seen on
30 28 24 20
social media

14

Search engines 29 30 34 37
In-store
product
Search Online retail displays or
+9 +9 +4 engines websites promotions

Ads seen on TV 28 29 35 41 Ads/sponsored Ads on music Articles on -7 -7 -6

content on streaming newspaper
podcasts services or magazine
websites

Brand/product
websites 26 26 26 25

21

31 23
Recommendations
from friends/family 25 26 30 37
GWI Core Q2 2021 186,925 internet users aged 16-64

The purchase journey 60

The main differences between 18

social and online shoppers

% of social/online shoppers who say the following would most motivate them to
buy a product online (sorted by percentage point difference)

Social shoppers* Online shoppers % point difference

Lots of "likes" or good 13

comments on social media 27 40
Catering to
Quick/easy online 11 social shoppers
checkout process 37 48
A top challenge for brands is con- social media are more likely to be
11 verting online visitors or viewers into tempted by all the offerings on our list.
Ability to pay with
cash on delivery 20 31 buyers. The main reasons for purchas- This makes sense, as those who end up
ing a product on the internet haven’t buying on these channels often won’t
Knowing the changed much over time, but there are have product research or shopping
10
product/company is some demographic and audience dif- in mind when they log on. If they’re
environmentally friendly 25 35
ferences worth considering. going to give in to an impulsive buy,
Ability to spread payments they want the checkout process to be
over time without added 9
Financial drivers like free delivery and quick and easy, and the option to pay
interest 22 31
discounts are most persuasive among in the way that best suits them.
older consumers, whereas Gen Z
9 places above-average value in next- On top of a smooth payment pro-
Next-day delivery
35 44
day delivery and a product having lots cess, this group of shoppers is also
of “likes” or good comments on social more conscious of the environmen-
Reviews from other 9 media. Speed and reputation matter tal impact of these purchases. This
customers 41 50 more to the latter, while price and explains Shopify’s decision to expand
practicality take center stage among Shop Pay to its merchants selling
baby boomers. on Facebook and Instagram. This
*internet users who use social media to find products to purchase, and GWI Core Q2 2021 method promises to offset the carbon
say at least one of the following is a key part of their path to purchase:
76,307 online shoppers and 31,190 Compared to online shoppers in gen- produced by shoppers’ deliveries by
social networks, microblogs, or online pinboards.
social shoppers aged 16-64 eral, those who browse and buy on planting trees.

The purchase journey 62

Buying into
the green agenda

Globally, consumers highlight being SUSTAINABLE FASHION now, 58% are willing to pay more for
eco-friendly as the most important
quality a brand can have, which means
they need to do their bit to create a
58%
are willing to pay more for
sustainable fashion items. There’s also
no generational preference in the things
consumers want fashion brands to do
sustainable world. Americans now care sustainable fashion items – top of the list is reducing negative
more about companies being socially impact on the environment (53%),
responsible and reducing their envi- above other elements like having relia-
ronmental impact than improving ble ecommerce channels. Clearly, the
their personal status and making greener, the better.
them feel valued.
Ethical fashion brand Lucy and Yak
What’s more, our October Zeitgeist states that almost 100% of its gar-
research found that most consum- ments are either organic or recycled.
ers look for eco-friendly versions of Its postage materials are sustainable
products when they shop online; only too, as it offers 100% recycled paper
14% say they don’t or are unsure. It’s bags or biodegradable mailing bags.
also interesting that the gap between The company’s goal is to completely
groceries and clothes is less than 10 eradicate plastic from the production
percentage points, as when the sus- and distribution of its goods. Brands
tainable movement first started out, like these are setting the tone for others,
it was generally centered around the who can win big by following suit.
former. But times have changed. Right

The purchase journey 64

 19

The gap between food and other Environmental factors

categories is quite slim outweigh cost

% of online shoppers who look for eco-friendly % of online shoppers who look for eco-friendly/sustainable versions of products
versions in these product categories and say the following are most important when deciding

53% 51%
64% 57% 42%
Use of natural/ Use of recycled Eco-friendly
organic materials materials causes*

63% 54% 42%

No harmful Durability Cost
Food/grocery Cleaning products chemicals used

47% 46% 63% 54% 39%

Eco-friendly/carbon Sustainable Design/
-neutral shipping packaging attractiveness

58%
*Part of the proceeds going
Reusability to eco-friendly causes

Household Clothes
appliances/cookware

GWI Zeitgeist October 2021 3,416 online shoppers in Brazil, China, France, Germany, India, Italy, Japan, UK,
USA aged 16-64; and 2,815 who look for sustainable versions of products

The purchase journey 66

 After tying
the knot

Overall, the top reasons for brand American restaurant Chipotle is a shin-
advocacy are high quality products, ing example. At the end of last year, the
rewards, and good customer service. chain ran a “Chipotle Royalty” chal-
But companies need to tweak what lenge, giving TikTokers the chance to win
they prioritize next depending on the $10,000 for creating a video persuading
age of their target audience. others that their personal order is the
best combination. The three winning
Motivations to promote brands differ entries also became an official menu
greatly by generation. Gen Zs are item for a month. This was a clever
especially driven by exclusive content move, as by offering fans a stake in their
or services, while millennials are more business, the company created buzz
likely to want a product that enhances around its food and inspired intimacy
their online reputation or status. Both between brand and customer.
generations are also more willing to
promote a brand online out of love for Companies will need to take different
it or because a company has made steps to appeal to Gen X and baby
them feel involved. This points to how boomers, who are more concerned
younger consumers look for mutually with brands nailing the basics. They’re
beneficial relationships with brands – more likely to advocate a brand online if
they’re ready to engage with them, but they’ve received great customer service,
want something priceless in return. rewards, or a high-quality product.

The purchase journey 68

Making each generation
20

your brand advocate

% in each generation who say the following would most motivate them Half of
boomers would
to promote their favorite brand online (sorted by over-index)

IDX IDX

advocate a
Gen Z Gen X

Access to exclusive
22 1.14 Great customer service 35 1.03
content or services

brand if they
Rewards (e.g. discounts,
Love for the brand 38 1.14 40 1.02
free gifts, etc)

The feeling of taking part 24 1.10 47 1.01

High-quality products
/being involved

Millennials Baby boomers received a

high-quality
When something enhances Great customer service
my online status 18 1.13 41 1.21

Access to exclusive Rewards (e.g. discounts,

21 1.09 44 1.11

product
content or services free gifts, etc)

Insider knowledge about the 22 1.05 High-quality products 50 1.07

brand or its products

GWI Core Q2 2021 186,925 internet users aged 16-64

The purchase journey 69 70

This is an
online shopper
Things are not always what they
seem. Our custom research gives you
the power to ask whoever you want,
whatever you want
Blogger

Find out more

Vegan

Online shopper
Appendix

1 In the next 6 months, how I think my online shopping to, or done online? (Used 13 In the last month, which of your likelihood of buying
do you think your personal behaviour will generally... a voice assistant (e.g. Siri, these have you paid for? a product?
finances will change? (Get Alexa) to find information)
better) 6 Which of these features, 14 Which of the following, if any, 19 For which of these catego-
if any, do you want to 10 Which of these features, if would motivate you to pur- ries, if any, do you look for
2 In the past year, which of see more stores and retailers any, do you want to see more chase a news subscription? eco-friendly/sustainable
these things have become offering? stores and retailers offer- versions of products? •
more important to you? ing? (Being able to “try on” 15 Which of the following food Which of the following fac-
7 When shopping in-store, products digitally (through box services do you use? • Do tors are most important
3 Which of these statements which of these things are an app, virtual reality, etc.)) you subscribe to any services when deciding to purchase
do you agree with? • Which important to you? • When that send boxes of clothing, eco-friendly/sustainable ver-
of these are you planning to shopping online, which of 11 In the last week, which of accessories, cosmetics, etc. sions of products?
do in the next six months? these things are important these have you watched or in the mail? • Thinking about
to you? listened to online? (Live video gaming, which of these 20 What would most motivate
4 Which of these products stream) • Which of the follow- things have you done? (In the you to promote your favorite
have you or your household 8 Which of these products ing do you feel describes you? last month) brand online?
purchased in the last 3-6 have you or your household
months? • Compared to your purchased in the last 3-6 12 In the last week, which of 16 Do you listen to ad-free or
last vacation, how much do months? • In the last month, these have you watched, ad-sponsored podcasts? •
you intend to spend on vaca- which of these have you or listened to, or done online? Which types of podcast do
tion travel this year? your household purchased? (Used a buy now, pay later you listen to?
service (e.g. Klarna, LazyPlus,
Addi, Fen Fu)) • When shop-
5 In the last week, which of 9 In the last month, which of ping online, which of these 17 How do you typically find
these have you watched, these activities have you features would most increase out about new brands
listened to, or done online? done on your mobile? (Used your likelihood of buying a and products?
• Compared to 12 months an image recognition tool product? (Ability to spread
ago my online shopping (e.g. Pinterest Lens)) • In the payments over time without 18 When shopping online,
behaviour has generally... • last week, which of these added interest) which of these features
Thinking about the future, have you watched, listened would most increase

74
Notes on
methodology

Introduction Each respondent who takes To do this, we conduct Sample size by Argentina 1,492 Morocco 980
a GWI survey is assigned a research across a range market Australia 4,276 Netherlands 1,287
All figures in this report are unique and persistent iden- of international and Austria 1,294 New Zealand 1,276
drawn from GWI’s online tifier regardless of the site/ national sources, including This report draws insights Belgium 1,289 Nigeria 991
research among internet panel to which they belong the World Bank, the ITU, from GWI’s Q2 2021 wave Brazil 5,797 Philippines 3,132
users aged 16-64. Please and no respondent can par- the International Labour of research across 47 coun-
Canada 4,851 Poland 2,100
note that we only interview ticipate in our survey more Organization, the CIA tries, with a global sample of
China 25,167 Portugal 1,297
respondents aged 16-64 than once a year (with the Factbook, Eurostat, the US 186,925 respondents.
and our figures are rep- exception of internet users Bureau of Labor Statistics as Colombia 2,551 Romania 1,277
resentative of the online in Egypt, Saudi Arabia and well as a range of national Denmark 1,494 Russia 4,337
populations of each market, the UAE, where respondents statistics sources, govern- Egypt 1,853 Saudi Arabia 1,527
not its total population. are allowed to complete the ment departments and France 5,067 Singapore 3,041
survey at 6-month intervals). other credible and robust Germany 5,041 South Africa 1,578
Our research third-party sources. Ghana 970 South Korea 1,927
Our quotas Greece 1,244 Spain 5,114
Each year, GWI interviews This research is also used
Hong Kong 1,785 Sweden 2,525
over 700,000 internet users To ensure that our research to calculate the “weight”
aged 16-64 across 47 mar- is reflective of the online pop- of each respondent; that is, India 13,538 Switzerland 1,485
kets. Respondents complete ulation in each market, we approximately how many Indonesia 5,189 Taiwan 2,273
an online questionnaire that set appropriate quotas on people (of the same gender, Ireland 1,280 Thailand 3,808
asks them a wide range age, gender and education age and educational attain- Israel 1,488 Turkey 2,099
of questions about their – meaning that we interview ment) are represented by Italy 5,256 UAE 1,731
lives, lifestyles and digital representative numbers of men their responses.
Japan 5,283 UK 10,430
behaviors. We source these vs women, of 16-24s, 25-34s,
Kenya 1,028 U.S.A. 24,783
respondents in partnership 35-44s, 45-54s and 55-64s,
with a number of indus- and of people with secondary Malaysia 3,837 Vietnam 2,599
try-leading panel providers. vs tertiary education. Mexico 4,258

76
Mobile survey Core survey via PC/laptop/ Internet penetra- Where a market has a Internet
Argentina 83 Morocco 74
respondents tablet. For more details tion rates across medium to low inter- Penetration Rates
on our methodology for GWI’s markets net penetration, its online (GWI’s Forecasts Australia 91 Netherlands 96
From Q1 2017 on, GWI has mobile surveys and the population can be very dif- for 2020 based Austria 91 New Zealand 94
offered our Core survey on questions asked to mobile Because internet pen- ferent to its total population; on ITU 2017 and Belgium 92 Nigeria 51
mobile. This allows us to respondents, please down- etration rates can vary broadly speaking, the lower 2018 data) Brazil 77 Philippines 68
survey internet users who load this document. significantly between coun- the country’s overall internet Canada 95 Poland 83
prefer using a mobile or tries (from a high of 90%+ penetration rate, the more The table here refers to the
China 66 Portugal 79
are mobile-only (who use Internet in parts of Europe and North likely it is that its internet total population in each
Colombia 69 Romania 78
a mobile to get online but penetration rates: America to lows of around users will be young, urban, market.
do not use or own any other GWI versus ITU 20% in parts of APAC), the affluent and educated. Denmark 98 Russia 89
device). Mobile respond- figures nature of our samples is In some Middle Eastern, Egypt 59 Saudi Arabia 93
ents complete a shorter impacted accordingly. African and Asian coun- France 87 Singapore 91
version of our Core survey, As GWI’s Core Research is tries (e.g. India, Indonesia), Germany 93 South Africa 64
answering 50 questions, conducted among 16-64 Where a market has a high we would also expect a gen- Ghana 51 South Korea 98
all carefully adapted to be year-olds, we supplement internet penetration rate, der-based skew towards
Greece 80 Spain 93
compatible with mobile the internet penetration its online population will be males. Generally, younger
Hong Kong 93 Sweden 96
screens. forecasts for a country’s relatively similar to its total internet users are more
India 47 Switzerland 96
total population (repro- population and hence we active and engaged with a
Please note that the duced right) with internet will see good representa- lot of the behaviors and ser- Indonesia 49 Taiwan 91
sample sizes presented in penetration forecasts for tion across all age, gender vices tracked by GWI, which Ireland 88 Thailand 63
the charts throughout this 16-64s specifically. and education breaks. This means % scores will typically Israel 90 Turkey 80
report may differ as some Forecasts for 16-64s will be is typically the case in North be higher in low-to medi- Italy 79 UAE 99
will include both mobile higher than our forecasts America, much of Europe um-penetration markets. Japan 94 UK 97
and PC/laptop/tablet for total population, since and places in APAC such
Kenya 42 U.S.A. 92
respondents and others 16-64s are the most likely as Japan and Australia.
Malaysia 86 Vietnam 73
will include only respond- age groups to be using the
ents who completed GWI’s internet. Mexico 74

78
Get in
touch

CHASE BUCKLE STEPHANIE HARLOW

HEAD OF GLOBAL TRENDS TRENDS ANALYST
chase@gwi.com sharlow@gwi.com

SHAUNA MORAN
TRENDS ANALYST
smoran@gwi.com
© GWI 2021