今天, the 澳博官方网站app研究所 released its first ever local commerce data with a consumer view, providing local leaders and small 企业 a better understanding of online commerce, 它是如何发展的?, 谁推动了增长, 以及它对实体商家的影响.

The new data shows that, in 2017, the share of observed card spending through online channels was 39.2 percent and has steadily increased in recent years, while brick-and-mortar spending has lagged. 进一步, 2015年4月至2018年3月, the Local Commerce (LC)-Consumer Index averaged four percent in year over year growth.

这份报告, 购物远近:数字时代的消费者商业, leverages four billion credit and debit card transactions from nearly 7.7 million customers across the United States to provide an unprecedented view of the online economy.

“As online spending becomes an increasingly prominent part of our economy, it’s important for local leaders and small 企业 to have a clearer understanding of its impact on local commerce,戴安娜·法雷尔说, 总裁兼首席执行官, 澳博官方网站app研究所. “By measuring and studying many of these dynamics as they play out in the modern economy, we can leverage a rare combination of geographically localized data and high-frequency transactions, 从而使政策讨论更加知情.”

通过关注大都市地区居民的交易, the consumer view captures the evolving set of commercial options available to consumers. It can shed light on the extent to which consumers choose to make purchases from local or remote retailers, 以及这些购买在网上进行的可能性. It also shows how consumer spending by residents in these cities has changed over time.

除了对网络经济的全国性看法, 该报告提供了以下都市地区的本地数据, 芝加哥, 哥伦布, 达拉斯-Ft. Worth, Denver, Detroit, Houston, 迈阿密, Los Angeles, New York, Phoenix, Portland (Ore.)、圣地亚哥和旧金山. 通过观察实际情况, 去识别金融交易, the LC- Consumer view offers a dynamic view of the financial health of the U.S. 消费者和企业经营场所的活力.

The 澳博官方网站app研究所 already produces a monthly Local Commerce Index (LCI) that provides a merchant view of local consumer spending, capturing transactions made at merchants located within the 14 LCI metro areas. 与此形成鲜明对比的是, 这份报告关注的是消费者对当地消费的看法, capturing transactions made by consumers that live within the 14 LCI metro areas.

报告的主要发现包括:

• Online spending has increased steadily in recent years, while brick-and-mortar spending has lagged. From April 2015 to March 2018, online spending grew at an average monthly rate of 11.而实体店的消费仅增长了8%.平均2%. The growth in online spending as a share of local commerce has been steady and likely reflects the continued adoption of online products by new consumers, 网上新产品的可用性增加, 以及降低消费者的运输成本. 2015年4月，在线消费占35%.当地消费支出总额的4%，但增长了5%.6个百分点降至41%.到2018年3月达到1%.
• The growth in online commerce has been driven by sales at non-local retailers. In April 2015, the share of local consumer spending that took place at non-local merchants was 45.从5%上升到48%.到2018年3月达到9%. 事实上, spending at non-local merchants has grown faster than spending at local merchants in every month 2015年4月至2018年3月. 这种增长与在线商务的上升趋势是一致的, as this type of spend disproportionately takes place at non-local merchants.
• There is variation in the types of goods and services that consumers purchase online versus in brick-and-mortar stores. 例如, 食品和杂货购买主导了所有线下交易, whereas the top three spending categories for non-local online purchases are telecommunications (e.g. 手机支付)、金融/保险服务(例如.g. 汽车保险、健康保险付款)和航空运输/服务(e.g. 机票).
• The share of consumer spending that takes place outside of the consumer’s own metro area is increasing in every metro area we track, 但不同城市的增长差异很大. 非本地支出增幅最大的是达拉斯-福特. 值，增长贡献从2.7个百分点对4%.2016年至2017年期间下降了2个百分点. 芝加哥 and Phoenix on the other hand both exhibited declining contributions from non-local spending. While there are common themes in the challenges and opportunities from online retail, each metro area has unique characteristics that impact local spending as well.
• 所有年龄和收入的人都参与了在线消费的增长, high income consumers between the ages of 35 and 54 are the dominant contributors to that growth. 2017年，这一群体花费了25美元.占所有在线收入的7%. 排在第二位的是13%.8 percent of the total, came from high income consumers between 55 and 64.

除了上面强调的总体趋势之外, the LC-Consumer view enables business owners to understand where online shoppers are more likely to reside and enables them to better identify the cities in which shoppers are more likely to spend outside their metro areas, potentially helping small 企业 identify customer bases outside their local markets. 例如, 自2016年以来, 迈阿密, 达拉斯, 亚特兰大, Denver and Los Angeles have seen the greatest increase in spending from non-local consumers.

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