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RESEARCH
  ANALYSIS
  TRENDS
































             Adobe released the first real-time

             barometer of the digital economy



            The  digital  economy  has  never  been  more  important   basket  from  6%  to  8%  in  three  years.  Apparel
            than during the COVID-19 pandemic as consumers and      retailers  made  the  pivot  to  digital  early  and  have
            businesses across the globe grapple with a digital-only   seen  their  share  of  total  online  transactions
            reality. More broadly, as the digital economy continues   increase from 21% to 23% over the last five years.
            to  evolve,  the  need  to  accurately  track  online  prices   Conversely,  computers  have  decreased  from  21%
            and  actual  spending  to  better  understand  trends  and   to 8% in the wake of the mobile computing boom.
            predict  changes  across  industries  and  countries
            becomes even more critical.                          •  Digital  purchasing  power  continues  to  rise:
                                                                    Consumers  continue  to  get  more  for  the  dollars
            Hence,  the  Adobe  Digital  Economy  Index,  that      they spend online. The digital purchasing power of
            analyzes  trillions  of  online  transactions  across  100   consumers  is  up  3%  year-over-year  and  has
            million product SKUs in 18 product categories, comes    increased  20%  since  2014,  with  $1  buying  today
            in handy. Powered by Adobe Analytics and based on a     what  it  would  have  taken  $1.20  to  buy  in  2014.
            new  “digital  consumer  shopping  basket”  measuring   Over that same time, $1 spent buying a similar set
            sales of online goods and services, its findings include   of goods offline lost value, with $1 in 2020 buying
            a  20%  increase  in  digital  purchasing  power—the    what  would  have  only  cost  88  cents  in  2014.
            amount  consumers  can  buy  with  a  set  amount  of   However,  the  expectation  is  that  as  more  of
            money  over  a  period  of  time—  since  2014.         people’s  lives  move  online,  the  offline  and  online
            Sales  in  certain  categories,  including  groceries,  cold   economies  will  continue  to  converge  and  so  will
            medications,  fitness  equipment  and  computers  have   their prices.
            surged as a result of COVID-19. Buy Online, Pickup In-
            Store (BOPIS) shopping has increased 62%.            •  COVID-19 drives surge in eCommerce: Between
                                                                    January 1, 2020 and March 11, 2020, purchases of
            Additional insights include:                            several  products  have  seen  a  significant  jump  in
                                                                    sales: 807% for hand sanitizers, gloves, masks and
            •  Digital is driving new shopping behavior: Some       anti-bacterial  sprays;  217%  for  over-the-counter
                product categories have taken a bigger share of the   drug purchases (cold, flu and pain relievers); 231%
                digital  basket  while  others  have  fallen  off.  The   for  toilet  paper;  and  87%  for  canned  goods  and
                grocery  category  has  increased  its  share  of  the


             April 2020: Social Commerce & Influencer Marketing: social shopping as the future of commerce     14
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