JNA Mar 2020

專題報道 JNA Mar/Apr 2020 | 15 MaBelle Natural Diamond Experience Gallery MaBelle 天然鑽體驗館 ASHOKA Diamond by MaBelle MaBelle 代理美國品牌鑽石 ASHOKA C onsumers around the globe are using digital media more frequently than ever, according to US independent research institute eMarketer’s Time Spent with Media 2019 report. The study, which tracks media usage across nine markets in the US, Europe and Asia among others, shows that time spent on digital media in the US alone accounts for six hours and 35 minutes – more than half of the daily average media usage of 12 hours and nine minutes. In 2019, US consumers were found to have spent more time with their mobile devices than their TVs for the first time – three hours and 43 minutes on average, with smartphone penetration among adults reaching 80.5 per cent. Consequently, the number of online shoppers is rising rapidly. According to global analytics firm Nielsen, a special subgroup strongly engaged in online activities will account for 40 per cent of the global population in 2025. Identified as “connected spenders,” these people go online every day, turn to online forums or communities before making a purchase, recommend products to acquaintances, and are willing to try new and different things. Known as “the digital consumer of the future,” they are expected to contribute to over half of overall global retail sales total in 2025. With the rising influence of digital media on consumers and their buying habits, digital technology has become crucial to global economic growth. Companies from many industries have invested significantly in research to maximise this tool. How are jewellery retailers responding to this digital revolution? Digital innovation Danish jewellery brand Pandora is at the forefront of digital transformation to meet consumers’ demand for an integrated omnichannel platform. In its 2019 annual report, the brand said the omnichannel approach has become standard for many retail brands that strive to attract consumers using a seamless online and offline shopping experience. With over 340 million website visits and 23.5 million followers on Facebook and Instagram in 2019, the brand’s online sales rose 18 per cent year on year to DKK278 million (around US$ 40.2 million), accounting for 13 per cent of total sales. In January, Pandora said it is establishing a new digital hub that will employ around 80 employees in 2020.