{
  "docId": "019dd923-5de0-76bd-a16b-3f278de968a6",
  "docSlug": "120e76b025ca530a",
  "documentTitle": "e-Conomy SEA 2021 Roaring 20s: The SEA Digital Decade",
  "authorId": "Bain",
  "authorName": "Bain",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.777,
  "pageNumber": 28,
  "pageCount": 126,
  "prevPage": 27,
  "nextPage": 29,
  "slideType": "market_landscape",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 10,
  "notes": "The slide uses a grouped bar chart to compare user segments across two categories. It highlights specific insights about affluent users, young digital natives, and suburban users.",
  "elementsJson": [
    "headline_text",
    "bar_chart_grouped",
    "bullet_list"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a16b-3f278de968a6/28",
  "deckHref": "/decks/019dd923-5de0-76bd-a16b-3f278de968a6",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a16b-3f278de968a6.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a16b-3f278de968a6#slide-28",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Less than 5% of suburban users buy groceries online as barriers like limited product variety and delivery options still need to be addressed.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-048f-732a-ac67-ed3e7d68158f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.55,
        "x": 0.05,
        "y": 0.35
      },
      "kind": "chart",
      "text": "Grouped bar chart showing monthly active users (%) for E-commerce and Groceries across five segments.",
      "attrs": null,
      "subkind": "bar-grouped",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "151f2f27-e1ad-40c0-acd6-221550999214",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.4,
        "w": 0.3,
        "x": 0.65,
        "y": 0.35
      },
      "kind": "list",
      "text": "While all segments have adopted e-commerce, usage frequency is much higher among affluent users than 'on a budget' and suburban users. Young digital natives are spending the most on groceries—75% more than the median. Less than 5% of suburban users buy groceries online.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1ed76bd6-efd2-430a-907f-4409ac4cb0b9",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Monthly active users (%): 4%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-048f-732a-ac67-f0d79f931c77",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.5,
        "x": 0.05,
        "y": 0.9
      },
      "kind": "source-note",
      "text": "Note: 'Monthly active usage' is derived from % adoption x % monthly usage frequency. Source: Google-commissioned Ipsos e-Conomy SEA Research 2022",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "27032c17-d4ee-48f8-96c6-95777a9af237",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.75,
        "x": 0.03,
        "y": 0.08
      },
      "kind": "title",
      "text": "E-commerce: Despite widespread adoption, there remains an urban/suburban usage gap, especially in online groceries",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0737c4f5-a941-4fe5-98c5-d68bca2acd60",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1804-770a-b24b-c4041d813515",
      "evidence": "'urban/suburban usage gap, especially in online groceries'",
      "confidence": 85
    },
    {
      "name": "Chart Selection Guide",
      "slug": "chart-selection-guide",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "b691bbc1-1e5b-42de-98f7-53cd8114a4ae",
      "evidence": "Grouped bar chart showing monthly active users (%) for E-commerce and Groceries across five segments.",
      "confidence": 0.7
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 62,
      "from": 1,
      "beatId": "019dd95a-07a5-761b-9145-635c21c13065",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Facts (What)",
      "beatSlug": "triple-take-the-facts-what",
      "evidence": "Sets context, sizes the $200B economy, walks every sector and the investment climate",
      "position": 1,
      "confidence": 78,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    },
    {
      "to": 62,
      "from": 18,
      "beatId": "019dd95a-07a5-761b-9145-7398bb840758",
      "arcName": "The Mountain",
      "arcSlug": "mountain",
      "beatName": "Rising Action",
      "beatSlug": "mountain-rising-action",
      "evidence": "Despite rough seas, $200B GMV; sectors and investment under pressure",
      "position": 2,
      "confidence": 60,
      "parentBeatName": "Development",
      "parentBeatSlug": "development"
    }
  ],
  "loops": [
    {
      "to": 37,
      "from": 26,
      "name": "Mece Breakdown",
      "slug": "40-mece-breakdown",
      "bestFor": "Problem structuring, ensuring completeness, strategic analysis",
      "matchId": "019dd95a-088c-724c-b314-17d00e0a1452",
      "evidence": "p.26 introduces S-shaped/Trendline/U-shaped; pp.27-37 apply it sector by sector",
      "position": 4,
      "objective": "Walk every consumer-facing sector through the same three-trajectory frame",
      "structure": "The Whole -> Category A (distinct) -> Category B (distinct) -> Category C (distinct) -> Complete Coverage",
      "confidence": 80,
      "description": "Divide a complex topic into mutually exclusive, collectively exhaustive categories"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}