How Holiday Spending Compares Around the World
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How Holiday Spending Compares Around the World

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holiday spending by region infographic

How Holiday Spending Compares Around the World

View the high-resolution of the infographic by clicking here.

While COVID-19 has triggered a tsunami of challenges for retailers the world over, they can take solace in knowing that retail events throughout the year can contribute to an uptick in sales.

But consumer spending for events like Back to School, Halloween, or Easter pales in comparison to what people spend between Thanksgiving and New Years—otherwise known as “the holidays”.

The graphic above explores holiday spending across the world, as well as some of the major events that contribute to it, based on MoEngage and AppFollow’s Holiday Marketing Guide.

Retail Events by Region

While Christmas is celebrated in some form across most parts of the world, U.S. consumers spend more than any other nation, with retailers raking in an estimated $1 trillion in sales in 2019.

As another major retail holiday, Black Friday originated in the U.S. but has since become a global phenomenon. In 2019, sales for the one day event reached a staggering $7.4 billion in the U.S. alone, but it was surpassed by Cyber Monday, which garnered a total of $9.4 billion in sales.

Over in India, holiday season spending in 2019 reached a total of $46 billion due to a number of events such as Amazon’s Great Indian Festival. Orders were placed during the event from over 99% of India’s postal codes, and on the busiest day, more than 600 flights delivered Amazon orders to customers.

In other parts of Asia, Alibaba’s Singles’ Day is quickly becoming a highly anticipated event attracting attention from consumers in other parts of the world. But while it recorded $38 billion in revenue in 2019, it was meager in comparison to Chinese New Year sales during the same year, which topped $149 billion—although it does not take place during the holiday months covered in this graphic.

2020 Trends Impacting Retailers

Despite many retailers banking on the success of these holiday events, they are up against some critical challenges due to the ongoing COVID-19 pandemic.

Economic Uncertainty

According to the report, consumers have become more cautious about their spending, due to economic uncertainty of their finances. In fact, personal savings rates in the U.S. reached a historic 33% in May of this year.

More Value-Conscious Buyers

It’s no surprise that consumers’ concerns about the economy and their job prospects are affecting how they spend their hard-earned cash. They are spending less on items that may be considered a luxury, and investing more on things that can add value to their lives day-to-day, like media and entertainment.

Reluctance to Shop In-Store

Tightening lockdown restrictions and social distancing have raised some questions around how much of a role brick and mortar stores will play this year for consumers. Interestingly, a study shows that 36% of shoppers now prefer shopping online, up from 28% before the pandemic.

Supply Chain Issues

COVID-19 has wreaked havoc on retail supply chains, resulting in a number of issues arising such as labor shortages and transport restrictions. This has put many retailers under tremendous pressure to reimagine how they can best serve their customers.

The Most Wonderful Time of the Year?

Holiday shopping in 2020 will be anything but typical. Businesses of all shapes and sizes are having to adjust to changing consumer behaviors to ensure they make it through to 2021 intact.

With tightening restrictions across the world, brick and mortar stores are becoming less of an option for millions of people, challenging retailers to focus efforts on their online experience.

Forrester predicts that total retail sales in North America will decline in 2020 overall, while online sales will increase by 18.5%—growth not seen since 2008.

Whether the reimagined supply chains of 2020 can keep up with more online demand is another question.

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Technology

iPhone Now Makes Up the Majority of U.S. Smartphones

Apple’s flagship device has captured a modest 16% of the global market, and Android dominates globally. Why do so many Americans keep buying iPhones?

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iPhone Now Makes Up the Majority of U.S. Smartphones

One of the most iconic tech moments of the 21st century is Steve Jobs, in his signature black turtleneck, holding up a small device: the iPhone. Since that introduction at the 2007 Macworld conference in San Francisco, iPhone has gone on to become a global phenomenon, with over 1.2 billion units now sold around the world.

Today, the smartphone market is a fiercely competitive space.

On a global scale, iPhone has carved out a respectable 16% of the smartphone market. In the U.S., however, the iPhone has managed to win the hearts and minds of more consumers. New data from Counterpoint Research via FT notes that iPhones now make up 50% of the overall installed user base* in the United States.

With a plethora of smartphone brands available to American consumers—and many at lower price points—what is it that makes this brand so popular?

ℹ️ “Installed user base” is a particularly interesting statistic because it doesn’t just track devices that are sold over a given period, it looks at all the devices that are still in use.

 

iPhone: The Apple of America’s Eye

Experts point to a number of reasons why Apple’s flagship device outperforms in the U.S. compared to other markets.

  • Apple has the highest brand loyalty of any major smartphone maker. 9 in 10 U.S. iPhone users plan to purchase an iPhone as their next device.
  • iPhones appear to depreciate at a slower rate than other devices
  • Broadly speaking, consumers in the U.S. have less price sensitivity than consumers in many other countries.
  • Apple has been vocal in their messaging about protecting user privacy and data, and that message appears to be resonating with consumers.

This last point is worth digging into in more detail.

Winning the Privacy War

Personal data protection and cybersecurity have become mainstream concerns in recent years, and Apple has made security a priority.

Of course, security breaches can and do occur, regardless of what device is being used. That said, a recent survey by Beyond Identity indicates that iPhone users were less likely to be victims of security breaches, and were more likely to recover data in the event of a breach.

Infographic showing survey data on security breaches and severity

The survey also points out that iPhone users were less likely to have sensitive data, such as images and videos, credit card information, passwords, and personal data compromised when breaches occurred.

These findings aside, Apple has also been bullish on branding its devices as safe and secure. The “Privacy. That’s iPhone.” campaign launched in 2019, and most recently, Apple has put the data broker industry in its crosshairs through a new series of ad spots.

Simply put: whether or not iPhone is more secure than other devices, Apple has used its marketing muscle to sway public opinion at a time when Americans are focused on privacy. And based on these latest installed user base numbers, that strategy appears to be paying off.

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Misc

The Most Searched Consumer Brands in 2022

From Netflix to IKEA, this map of the world highlights the most searched for consumer brands around the world.

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The Most Searched Consumer Brands in 2022

View the high resolution of this infographic by clicking here.

In today’s fast-paced world, a strong brand is a powerful asset that helps a business stand out in a sea of competition.

What are some of the most popular brands around the world? One way to gauge this is by looking at Google searches to see what consumers are searching for online (and therefore, what brands they’re paying the most attention to).

This graphic by BusinessFinancing.co.uk uses data from Google Keyword Planner to show the world’s most searched consumer brands in the twelve months leading up to March 2022.

Methodology

To source this wide of a dataset, the team at BusinessFinancing.co.uk first compiled a list of well-known brands, using a number of reputable sources including Forbes, the Financial Times, BrandDirectory, and more.

From there, the team created a shortlist of popular consumer brands. This year, they focused on businesses that sell products and services, so some of the big tech companies like Google and Meta were excluded from the 2022 ranking.

Next, the team used Google Ads API to extract search volume data for the shortlisted brands. They looked at a couple of things:

  • The monthly average of searches over the last 12 months for the brand name alone (e.g. “Nike”)
  • Brand name with the corresponding sector added to the keyword (“Nike clothing”), which helped offset the skew in search volume for generic terms like “Apple” or “Amazon”

They did this for every country in the world with data available. Here’s what they found.

The Top 5 Most Searched Brands

While Netflix is the most frequently searched brand in the highest number of countries (92), Amazon takes the top spot when it comes to total search volume.

Here’s a look at the top five most search brands by average global monthly searches:

BrandAverage global monthly searches (March 2022)# Countries Most-Searched In
Amazon335,400,00042
Netflix140,200,00092
eBay80,600,0006
Walmart76,100,0002
IKEA55,300,00014

But a brand’s search popularity doesn’t necessarily reflect that the business is thriving. For instance, in April 2022, Netflix announced it had lost around 200,000 subscribers throughout Q1.

The week of the announcement, Netflix’s stock price dipped below $200—the lowest it had been since 2017.

Smartphones

Apple and its iPhone take the top spot when it comes to smartphone searches, which may be unsurprisingly considering the top five best-selling smartphones in 2021 were all iPhones.

Most Searched Smartphones 2022
View the high resolution of this infographic by clicking here.

It’s worth noting that the top five best-selling smartphones only capture a fraction of the overall smartphone market, and while iPhones are undeniably popular, they only make up 16.7% of worldwide smartphone sales.

Gaming

Epic Games, the creator and platform of Fortnite, maintains its status as the most searched-for gaming brand worldwide, with an average of 14.9 million global monthly searches.

Most Searched Gaming Brands 2022
View the high resolution of this infographic by clicking here.

No other gaming company came close to Epic Game’s search volume. For instance, Nintendo, which came in second place, only averaged 3.2 million searches a month.

However, Nintendo still managed to generate more than $16 billion in revenue throughout 2021, triple the gross revenue that Epic Games made the same year.

Fast Food

KFC was the most searched fast-food company in more than 83 countries, making it the most popular worldwide.

most popular brands by search volume fast food
View the high resolution of this infographic by clicking here.

However, it’s worth noting that, while McDonald’s ranked first in fewer countries, it had a higher global monthly search average than its fried chicken competitor.

In 2021, KFC generated approximately $2.79 billion in global revenue, while McDonald’s brought in $23.2 billion.

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