【英文】HSBC报告：全球宏观策略：蓬勃发展的数字经济，大流行加速了大趋势（50页）

英文研究报告 2020年09月22日 06:57 管理员

In terms of the numbers, 22% of baby boomers are shopping less in store and 8% more are shopping more online according to Contentserv3. Although these numbers appear small, these are people who have become online shoppers for the first time. According the US National Retailer Federation, 45% of baby boomers say they are shopping online more as a result of the pandemic, with 61% of respondents saying that they are using Amazon Prime Now, Shipt or Instacart more than before the pandemic. And spending has increased greatly in some categories (chart 5) with the share of baby boomers buying toys, pet accessories or personal care products online having doubled.The same trends are visible in Asia. 51% of South Korean connected consumers bought food and beverages on their smartphone in March according to Euromonitor International’s 2020 Digital Consumer Survey. We saw a similar spike in mainland China during the Lunar New Year period in February with Carrefour reporting a 600% year-on-year spike in vegetable deliveries and JD.com reporting a 215% y-o-y rise in online grocery sales over the holiday.

Chart 7 shows the number of Google searches for certain products and how they’ve changed as a result of lockdown. We can see the items that spiked in search volume initially (such as ‘hair scissors’ and ‘electric whisk’), but have since fallen away as they were one-offs, typically products needed to adjust to working from home or home gym equipment. But many semi-durable, more regular purchases have seen their demand persist. In the UK, the number of searches for “beer delivery” rose 30-fold during the peak of lockdown, and although the numbers have cooled as restrictions have eased and pubs have re-opened, the number of searches is still four times the number at the start of the year.Retail sales data back this up too. There has been a clear shift in consumer spending away from services towards goods during this crisis, but many of the goods being purchased must have been online due to store closures. In the UK, searches for the marketplace Etsy peaked in July, rising throughout the pandemic. Shopify, the Canadian online marketplace, saw its sales double y-o-y through to Q2 2020 showing the scale of change that can happen. This enforced adoption of online consumption for items that may not have been bought online before means lower psychological barriers for buying them again. Now that it has been shown that Items such as paint, electric toothbrush heads and plants can be bought online, the trend is likely to continue.