Babycare OnlineBaby Care Online
Which types of child grooming product do customers buy online? There, the indicated purchase for other items drops quickly, with only 23% of worldwide users saying they purchased nappies online and 17% saying they purchased infant formula. In regional terms, the Asia-Pacific region is the leader in self-reported online shopping, especially for nappies and infant formula.
Thirty one per cent of those surveyed in this area say they have purchased nappies online and a fourth have purchased infant formula. Hong Kong and Korea are leaders in online shopping within Asia. The interviewees in this area are not only open to buying online but are also active in digital information about babies' skincare products.
Although only a small percentage of those surveyed around the world are informed about nappy branding via online channel, consumption is highest in the Asia-Pacific area. Almost a fourth of those surveyed in this area ( 24%) say they know about nappies on parent sites against 19% World-wide. Asia Pacific also outperforms the overall averages in the use of brand/manufacturer web sites and email (20% in the Asia -Pacific area vs. 15% worldwide), infant blogging (19% vs. 17%), online advertising (17% vs. 14%), online advertising (17% vs. 14%), online advertising (17% vs. 14%), online advertising (14% vs. 11%), and website/app and email (14% vs. 11%).
The use of Southeast Asian and Indian softwares is particularly high within the area. In China, eCommerce retailing revenues show a remarkable increase over the previous year. From 2013 to 2014, online child nutrition increased by 32%, babies nutrition by 44% and nappies by 60%. Online breastfeeding revenues in Europe increased 43%, driven by robust French market expansion.
Improved infrastructures and more widespread use of smartphones and the web have attracted more prospective customers to the web, especially in the countryside. In addition, the online range of products is much wider than in conventional canals. The other results from the Babynahrung and Diapers article include: 49 per cent of infant nutrition revenues come from the Asia-Pacific region, 27 per cent from Europe and 19 per cent from North America.
Fifty-four per cent of those surveyed worldwide say that they have learnt something about infant formula from relatives, and 38 per cent say that referrals from boyfriends and families have had the greatest impact on their purchasing choices. Over the past two years, turnover in bio-nutrition rose by 26% in 16 selected countries, while non-organic product turnover fell by 6%.
Among those surveyed worldwide, the most important aspects when buying diapers are dermatological safety and convenience.