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1、February 2023Dentsu Consumer Navigator:Retail&eCommerce 2023|Navigator|Navigatordentsu Consumer Navigator Retail&eCommerce 2023About this studyThe survey is administered each month through Toluna,an online research panel.Conducted by dentsu,this survey is distributed among a random sample of 1,000 r
2、espondents,18-years-of age or older and residing in the United States.The survey garners an equal number of male and female respondents and controls for nationally representative weighting across race and ethnicity(using the latest publicly available U.S.Census numbers).The survey that informs this
3、report was fielded on February 13th,2023.Contents0101Top Consumer InsightsTop Consumer Insights02Taking Stock of Shopping Habits03Enhancing the Customer Experience04The State of Mobile&Social Commerce05Closing Thoughtsdentsu Consumer Navigator-Retail&eCommerce 2023Online marketplaces top consumers m
4、ost frequented shopping Online marketplaces top consumers most frequented shopping channels.channels.Almost 7 in 10 US consumers shop via online marketplace at least monthly,followed closely by 68%who shop in-store and local and big box stores,respectively.Social media garners the highest number of
5、daily shoppers,though fewer consumers overall are social shoppers.However,inHowever,in-store shopping plays a key role in shopping habits.store shopping plays a key role in shopping habits.Not only does in-store continue to be the dominant shopping method across categories such as grocery,household
6、necessities,furniture&dcor,and others,but consumers consider it to be the most convenient,enjoyable and inspiring shopping method.Despite stereotypes,Gen Z and Millennial shoppers are driving Despite stereotypes,Gen Z and Millennial shoppers are driving inin-store shopping as much as online.store sh
7、opping as much as online.The two generations are most likely to frequent big box stores,local shops,online marketplaces and social media at least monthly with Gen Z being the most frequent daily shopper via each channel.Gen Z and Millennials are also most likely to say they plan to spend more money
8、in-store and online this year,respectively.01dentsu Consumer Navigator Retail&eCommerce 2023In an online world,consumers view inIn an online world,consumers view in-store shopping as an“event.”store shopping as an“event.”Shifting expectations about the role of in-store has major implications for bra
9、nds and retailers shopping experiences.Across categories half or more of consumers say the in-store customer experience is important.Our survey finds they are looking for exclusive perks and convenient browsing enabled by new technology.Expectations for online customer experiences are sky high.Expec
10、tations for online customer experiences are sky high.79%of consumers say customer experience is important to them when shopping online a 10-percentage-point increase from last year.As the multitude of our digital experiences become more advanced and seamless,shoppers bring outside expectations to eC
11、ommerce.Younger generations especially seek added value from online retailers,influenced by better customer assistance,loyalty programs,personalization capabilities and more.Social commerce continues to accelerate.Social commerce continues to accelerate.Our survey finds that several social media pla
12、tforms enjoyed sizable increases in the number of shoppers they attracted over the last year,including TikTok,Instagram,and Snapchat.While Gen Z and Millennials drive much of the gains among the platforms,Gen X is no stranger to social shopping either.Top Consumer InsightsTaking Stock of Shopping Ha
13、bits|Navigator|Navigator02dentsu Consumer Navigator-Retail&eCommerce 2023Shopping habits are changing thanks to the rise of digital technology,an economic crisis,and shifting attitudes around COVID-19.The following findings identify which shopping channels are winning share of consumer wallets,key c
14、hannels for investment among specific categories of goods,how values-driven purchases are fairing amid inflation,and more.Online marketplaces top consumers most frequented shopping channelsAlmost 7 in 10 US consumers shop via online marketplace at least monthly,followed closely by 68%who shop in-sto
15、re and local and big box stores,respectively.Social media garners the highest number of daily shoppers,though fewer consumers overall are social shoppers.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%613%12%12%13%11%10%15
16、%9%30%35%31%21%16%20%11%13%26%21%25%16%19%13%12%11%18%21%24%18%29%22%15%11%12%10%8%32%26%35%47%55%Frequency of Shopping via the Following Channels or OutletsDailyWeeklyMonthlyLess oftenNeverOnline marketplaceIn-store-localIn-store-big boxMobile appBrands websitePop-upSocial mediaLivestreamTotal%that
17、 shop at least monthly:69%68%68%50%46%43%38%33%Gen Z and Millennials drive both in-store and online shoppingBoth generations are more likely to shop at least monthly in-store at big box and local retailers and online via marketplaces and social media.Gen Z is most likely to drive daily shopping via
18、each respective channel;however,Millennials are slightly more likely to frequent local stores and online marketplaces at least monthly.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%727%20%11%2%20%36%30%33%32%23%26%25%Gen
19、ZMillennialsGen XBoomersBig Box Stores27%19%10%3%20%34%39%40%23%23%18%22%Gen ZMillennialsGen XBoomersLocal Stores27%25%12%5%18%20%9%3%27%15%10%5%Gen ZMillennialsGen XBoomersSocial Media24%22%9%5%35%38%29%23%21%23%32%27%Gen ZMillennialsGen XBoomersOnline Marketplaces79%79%67%60%70%76%67%65%80%83%70%5
20、5%72%60%31%13%Almost 2 in 5 consumers plan to spend more money in-store and online,respectivelyThose looking to spend less money are more likely to pull back on in-store purchases(24%)than online purchases(19%).Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer N
21、avigator-Retail&eCommerce 202377%77%8More money39%39%The same amount37%37%Less money24%24%Expected Change in Money Spent Shopping In-store This Year Compared to Last YearMore money39%39%The same amount42%42%Less money19%19%Expected Change in Money Spent Shopping Online This Year Compared to Last Yea
22、rYounger shoppers drive increased spending both in-store and online.More than half of both Gen Z and Millennials plan to spend more than last year,across both channels.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%953%55%
23、35%24%24%31%38%46%23%14%27%30%Gen ZMillennialsGen XBoomersExpected Change in Money Spent Shopping In-store This Year Compared to Last YearMore moneyThe same amountLess money56%52%40%23%31%34%36%54%14%14%25%23%Gen ZMillennialsGen XBoomersExpected Change in Money Spent Shopping Online This Year Compar
24、ed to Last YearMore moneyThe same amountLess moneyIn-store continues to be the dominant shopping method for most categoriesOnline shopping owns travel and is a close second to in-store when consumers are purchasing video games,clothing&apparel,beauty&personal care,footwear,electronics&appliances and
25、 luxury goods.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%1092%92%82%82%80%80%79%79%78%78%75%75%33%33%41%41%33%33%52%52%43%43%46%46%Grocery shoppingHousehold necessitiesMealsClothing&ApparelBeauty&Personal careFootwearR
26、egularly Used Shopping Methods by CategoryBuy in-storeBuy online72%72%71%71%64%64%62%62%42%42%32%32%28%28%32%32%45%45%23%23%22%22%27%27%31%31%49%49%Furniture&DcorElectronics&AppliancesAutomotiveAlcoholLuxury goodsVideo gamesTravelIn-store is(still)considered the most convenient,enjoyable&inspiring s
27、hopping methodOnline marketplaces and brand websites come in second and third,respectively,across attributes.While ranked a bit lower across attributes,social media is most likely to be seen as inspiring.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigato
28、r-Retail&eCommerce 202377%77%110%10%20%30%40%50%60%70%LivestreamLivestreamSocial mediaSocial mediaMobile appMobile appBrand websiteBrand websiteOnline marketplaceOnline marketplaceIn-storeIn-storeChannel Preference per Type of Shopping ModalityMost convenientMost enjoyableMost inspiringUltimately,to
29、days consumer prefers an omnichannel approach to shoppingThis sentiment is driven by Millennials,yet a majority of all generational cohorts agree.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%1266%Of U.S.consumers prefer
30、a mix of online and in-store shopping.GEN ZGEN ZMILLENNIALSMILLENNIALSGEN XGEN XBOOMERSBOOMERS68%81%62%52%Shoppers pay attention to both in-store and online retail advertisementsMillennials and Gen X are most likely to pay close attention to brands advertised while shopping in-store,and Millennials
31、and Gen Z are most likely to pay close attention to brands advertised while shopping online.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%1367%AGREE:When shopping online,I pay close attention to the brands advertised by t
32、he marketplace.69%AGREE:When shopping in-store,I pay close attention to the brands advertised by the retailer.GEN ZGEN ZMILLENNIALSMILLENNIALSGEN XGEN XBOOMERSBOOMERS64%79%68%63%75%76%65%56%A majority of shoppers purchased brands that supported their values in 2022Shopping Habits Through Exclusivity
33、&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%1422%21%18%17%50%36%51%48%9%11%8%8%19%33%24%27%Sustainable brandsSecond-hand itemsWomen-owned brandsBlack-owned brandsFrequency of Purchasing the Following Items in 2022 Compared to 2021More frequentlyAt the sa
34、me rateLess frequentlyNot applicable/didnt buyGen Z and Millennial shoppers were most likely to prioritize women-and Black-owned brands,sustainable brands and second-hand itemsShopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77
35、%1537%36%35%32%31%29%38%27%11%12%17%23%4%2%7%10%Women-owned brandsBlack-owned brandsSustainable brandsSecond-hand itemsThose Who Purchased the Following Items More Frequently in 2022Gen ZMillennialsGen XBoomersMost consumers find subscription services convenient(except for grumpy Boomers)Millennials
36、 are most likely to drive this sentiment,while Boomers are least likely.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%1652%AGREE:I find subscription services for products convenient.GEN ZGEN ZMILLENNIALSMILLENNIALSGEN XGE
37、N XBOOMERSBOOMERS66%74%54%25%For some consumers,streaming content may be the new shopping mallMillennials and Gen Z are most likely to drive this sentiment,while Boomers are not at all likely to show interest.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Nav
38、igator-Retail&eCommerce 202377%77%1745%AGREE:I would consider using streaming platforms to purchase products used or worn by my favorite characters.GEN ZGEN ZMILLENNIALSMILLENNIALSGEN XGEN XBOOMERSBOOMERS65%68%50%14%IMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERSOptimize marketplace visibility
39、for penetration,but also invest in DTC relationships.Optimize marketplace visibility for penetration,but also invest in DTC relationships.Today,if your brand is not on Amazon,you will likely miss out on a huge number of potential customers.At the same time,in a dynamic shopping environment,establish
40、ing DTC relationships is key.Whether its a pop-up store or a pop-up store in the Metaverse,marketers need some initiatives that cultivate a direct relationship with customers and gain insight into their habits and expectations.Be purposeful about the role of inBe purposeful about the role of in-stor
41、e and online shopping experiencesstore and online shopping experiences.Ultimately,todays shoppers are omnichannel,shopping in-store or online when it suites them.Marketers should have a strategic plan for activating in both channels.In-store experiences can be excellent places for a fun browsing exp
42、erience,an exclusive event,or for shoppers to come in for specific tasks,like repairing items.Online experiences are better suited to convenience or intersecting tangential moments of entertainment&interest.Rethink valuesRethink values-driven products to be the standard.driven products to be the sta
43、ndard.The cost-of-living crisis poses a serious challenge to sustainable and values-focused brands and products as cost-conscious shoppers opt for the lowest price.For values-driven shopping habits to become more commonplace,shoppers must consider supporting sustainability,women-and Black-owned bran
44、ds a top priority.Brands can work to make products feel worth the value by tapping consumer pride and needs for virtue and hedonism.dentsu Consumer Navigator-Retail&eCommerce 2023Enhancing the Customer Experience|Navigator|Navigator03dentsu Consumer Navigator-Retail&eCommerce 2023Whether in-store or
45、 online,expectations for customer experience have never been higher.This section digs into which categories customer experience matters most to shoppers,what drove consumers to shop in-store more often,what features are critical for online retailers and brands,and more.A majority of consumers rate t
46、he in-store customer experience as important for a number of industries,chief among them dining,grocery and clothing&apparelShopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%2041%41%38%38%30%30%29%29%30%30%34%34%29%29%29%29%2
47、6%26%28%28%25%25%20%20%20%20%38%38%41%41%46%46%46%46%42%42%39%39%41%41%43%43%42%42%31%31%33%33%32%32%25%25%MealsGrocery&BeveragesClothing&ApparelFootwearElectronics&AppliancesAutomotiveHousehold necessitiesFurniture&DcorBeauty&Personal careLuxury goodsTravelAlcoholVideo games%Who Say In-store Custom
48、er Experience is Very/Somewhat Important for the Following CategoriesVery ImportantSomewhat Important79%78%76%74%72%72%71%71%68%59%58%52%45%Consumers view in-store shopping as an event and enjoy the social activityMillennials are most likely to drive both sentiments.Interestingly,while Gen Z strongl
49、y views in-store shopping as an event they look forward too,they do not express as strong sentiments about enjoying the social aspect.This provides a nuanced windows into how next gen shoppers approach the in-store experience.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studyde
50、ntsu Consumer Navigator-Retail&eCommerce 202377%77%2167%AGREE:In-store shopping is an event I look forward to.62%AGREE:I enjoy the social aspect of shopping in-store.GEN ZGEN ZMILLENNIALSMILLENNIALSGEN XGEN XBOOMERSBOOMERS75%79%62%54%65%75%61%48%Creating special,convenient shopping experiences drive
51、s consumers in-store When asked what would spur them to shop in-store more often,respondents top choice was exclusive discounts or samples consistent with last year and indicative of the ongoing appetite for exclusivity.Yet,the top three choices were rounded outby factors of convenience the ability
52、to virtually try on or try out products and the ability to easily locate items.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%2247%47%44%44%36%36%34%34%29%29%19%19%18%18%11%11%49%49%45%45%42%42%37%37%36%36%24%24%23%23%18%1
53、8%18%18%13%13%1%1%Exclusive discounts or samplesAbility to virtually try on/out products in-storeAbility to easily locate itemsFun browsing experienceHelpful sales staffContactless check outAbility to personalize or customize productsCurbside pick-upExclusive pop-upsNone of the aboveOtherFactors Tha
54、t Would Cause Consumers to Shop In-store More Often20222023NOT FIELDED IN 2022NOT FIELDED IN 2022NOT FIELDEDNOT FIELDEDNOT FIELDEDNOT FIELDEDConvenience of storesAvailability of productsEach generation is motivated by a unique combination of factorsBoomer and Gen X shoppers over-index on value(disco
55、unts and free samples),while Millennials over-index on exclusive shopping experiences(personalization and pop-ups).Gen Z reflects overall consumer desires for in-store shopping features.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce
56、 202377%77%2343%43%37%37%32%32%29%29%28%28%25%25%24%24%24%24%21%21%13%13%42%42%44%44%37%37%38%38%32%32%31%31%26%26%27%27%8%8%46%46%54%54%39%39%40%40%34%34%23%23%24%24%16%16%15%15%12%12%48%48%58%58%48%48%40%40%40%40%18%18%17%17%11%11%11%11%16%16%Ability to virtuallytry on/out productsin-storeExclusiv
57、e discountsor samplesAbility to easilylocate itemsFun browsingexperienceHelpful sales staffContactless checkoutAbility topersonalize orcustomize productsCurbside pick-upExclusive pop-upsNone of the aboveFactors That Would Cause Consumers to Shop In-store More OftenGen ZMillennialsGen XBoomersConsume
58、rs have higher expectations for online shopping experiences than ever beforeGen Z and Millennial shoppers have the highest expectations when it comes to their online shopping experience.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce
59、 202377%77%2479%of US consumers say customer experience is important when shopping online.69%said the same in 2022.86%86%91%91%77%77%68%68%Gen ZMillennialsGen XBoomersAgreement By GenerationModern staples free shipping,returns continue to drive online retailer selectionAvailability of products also
60、continues to be a driving factor,indicating that consumers tend to start shopping online with a product in mind.Helpful customer assistance and rewards programs are also influential to around 2 in 5 consumers.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Nav
61、igator-Retail&eCommerce 202377%77%2568%68%67%67%55%55%45%45%44%44%40%40%35%35%29%29%66%66%66%66%54%54%41%41%39%39%38%38%29%29%28%28%24%24%23%23%Free shippingAvailabilityFree returnsHelpful customer assistanceNext-day or expidited deliveryRewards/loyalty programsSustainable shippingAbility to persona
62、lize or customize productsProceeds from my purchase are donatedBOPISFactors That Greatly Impact Which Online Retailer Consumers Choose20222023NOT FIELDED IN 2022NOT FIELDED IN 2022NOT FIELDEDNOT FIELDEDOlder gens are more satisfied with table stakes,while younger gens seek added valueBoomers and Gen
63、 X are most likely to say free shipping&returns,and product availability greatly impact their decision;GenZ and Millennials are most likely to be influenced by customer assistance,loyalty programs,personalization,sustainable shipping and BOPIS(buy online pick up in store).Shopping Habits Through Exc
64、lusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%2651%51%48%48%46%46%43%43%42%42%42%42%37%37%37%37%36%36%35%35%59%59%48%48%46%46%44%44%62%62%53%53%41%41%36%36%44%44%33%33%69%69%42%42%60%60%38%38%70%70%38%38%26%26%21%21%25%25%20%20%77%77%25%25%59%59%32
65、%32%76%76%34%34%13%13%10%10%15%15%12%12%Free shippingNext-day or expidited deliveryFree returnsRewards/loyalty programsAvailabilityHelpful customer assistanceAbility to personalize or customizeProceeds from my purchase areSustainable shippingBOPISFactors That Greatly Impact Which Online Retailer Con
66、sumers ChooseGen ZMillennialsGen XBoomersModern consumers expect brands to both know them and inspire themA significant share of Millennials,Gen Z and Gen X all agree that if convenience is not a factor,they prefer brands and retailers that inspire and delight them.Millennials and Gen Z are most lik
67、ely to expect brands and retailers to offer tailored experiences,while Boomers appear more hesitant potentially due to privacy concerns.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%2769%AGREE:Among equally convenient opt
68、ions,I prefer to buy from brands and retailers whose shopping experiences inspire and delight me.57%AGREE:I expect brands and retailers to offer shopping experiences tailored to my previous interactions with them,both online and in-store.GEN ZGEN ZMILLENNIALSMILLENNIALSGEN XGEN XBOOMERSBOOMERS73%80%
69、68%58%61%74%54%39%For now,tech mostly helps shoppers verify availability and price.But over 2 in 5 consumers enjoy trying new shopping experiences.Shoppers are most likely to use visual search,chat bots and buy now,pay later programs while shopping.Shopping Habits Through Exclusivity&Convenience:Con
70、sumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%2837%37%36%36%18%18%18%18%18%18%17%17%12%12%11%11%Confirm availability online of an in-store itemCompare prices online while in-storeVisual searchChatbotBuy Now,Pay LaterVoice assistanceAR/VR try on toolsAR customization tools
71、Technology Consumers Use While Shopping42%Of U.S.consumers enjoy trying out new shopping experiencesGen Z&Millennials engage with tech that enhances their shopping experienceThe most commonly use-cases denote how mobile-powered commerce applications are now often integrated within in-store shopping
72、experiences.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%2940%40%36%36%30%30%25%25%19%19%19%19%19%19%18%18%46%46%45%45%28%28%31%31%23%23%23%23%20%20%22%22%35%35%39%39%14%14%16%16%22%22%21%21%9%9%7%7%30%30%29%29%5%5%7%7%1
73、2%12%11%11%3%3%4%4%Confirm availabilityonline of an in-storeitemCompare pricesonline while in-storeVoice assistanceVisual searchChatbotBuy Now,Pay LaterAR customizationtoolsAR/VR try on toolsTechnology Consumers Use While ShoppingGen ZMillennialsGen XBoomersIMPLICATIONS FOR MARKETERSIMPLICATIONS FOR
74、 MARKETERSRefresh the inRefresh the in-store experience for fun seekers as well as efficient shoppers.store experience for fun seekers as well as efficient shoppers.Shoppers recognize theres something special in the serendipity and physicality of in-store shopping.Think about the retail space as an
75、opportunity to offer experiences that go beyond the product and the purchase.At the same time,shoppers expectations for capabilities that enable expedience,such as curbside pick-ups,BOPIS and contactless or self-checkout are not fading.To reach younger consumers,focus on enriching the online experie
76、nce.To reach younger consumers,focus on enriching the online experience.Younger consumers are discerning online shoppers favoring e-tailers that deliver on customer experience.Marketers should look beyond table stakes like free shipping&returns to engage these savvy shoppers,considering new technolo
77、gies like AR/VR try on tools and chatbots that deliver helpful customer assistance,implementing a loyalty program or investing in sustainable shipping options.Use technology to support a bigger brand strategy.Use technology to support a bigger brand strategy.Retail technology is accelerating quickly
78、.To identify purposeful ways to invest in and deploy new technologies,think about the bigger picture.How can your store or online marketplace use technology to enhance customer engagement and long-term relationship building?A good place to start is thinking of ways your experiences can leverage cons
79、umers preferred device:their smartphones.dentsu Consumer Navigator-Retail&eCommerce 2023The State of Mobile&Social Commerce|Navigator|Navigator04dentsu Consumer Navigator-Retail&eCommerce 2023As the rise of smartphones has reshaped the ways in which consumers browse,shop,and interact with brands,it
80、has paved the way for social commerce.The following section details overall device usage for online shopping,devices used by category of goods,social media platforms on which shoppers have purchased items,methods of social discovery,and more.Mobile is still big,but computers are having a bit of a re
81、surgenceWhile last year mobile had garnered significantly more preferences as the preferred channel for online shopping,this year consumers report computer(PC or laptop)driven shopping experiencing a comeback.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Nav
82、igator-Retail&eCommerce 202377%77%3256%56%70%70%30%30%15%15%6%6%65%65%64%64%32%32%9%9%5%5%ComputerMobileTabletGame consoleI dont shop onlineDevices Used to Shop Online20222023Boomers may be the last computer-first eCommerce generationPreferences for computer(PC or laptop)driven shopping experiences
83、are driven by significant higher adoption across this cohort.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%3376%76%53%53%33%33%82%82%67%67%44%44%72%72%60%60%29%29%41%41%72%72%25%25%Mobile phoneComputerTabletDevices Used t
84、o Shop OnlineGen ZMillennialsGen XBoomers16%16%3%3%17%17%4%4%8%8%5%5%1%1%6%6%Game consoleI dont shop onlineMobile owns immediate shopping needs meals,grocery,alcohol and small splurges beauty,video games.But shares dominance with computers for other categories.Consumers report using mobile phones an
85、d computers more equally for categories such as clothing&apparel,household necessities,footwear,electronics&appliances,travel,furniture&dcor and luxury goods.These tend to be categories where the shopping process is longer,and more detail oriented,or visual ones that benefit from a bigger browser.Sh
86、opping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%3442%42%38%38%36%36%36%36%34%34%34%34%44%44%31%31%22%22%34%34%36%36%28%28%22%22%18%18%15%15%17%17%20%20%16%16%4%4%4%4%6%6%4%4%4%4%6%6%Clothing&apparelBeauty&Personal careMealsHo
87、usehold necessitiesFootwearGrocery&BeverageDevices Used to Shop Online for the Following CategoriesMobileComputerTabletConsole34%34%32%32%28%28%26%26%26%26%24%24%22%22%41%41%36%36%32%32%24%24%20%20%24%24%14%14%20%20%16%16%16%16%15%15%13%13%13%13%13%13%4%4%6%6%5%5%5%5%10%10%6%6%5%5%Electronics&Applia
88、ncesTravelFurniture&DcorLuxury goodsVideo gamesAutomotiveAlcoholA number of platforms saw accelerating social commerce growthWhile Facebook continues to be the#1 platform social shoppers use to purchase products,Instagram is rapidly gaining,seeing a 21-percentage-point increase over the past year.Ot
89、her notable gains include TikTok and Snapchat,which saw 22-and 18-percentage-point increases,respectively.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%3568%68%42%42%44%44%26%26%22%22%19%19%67%67%63%63%50%50%48%48%40%40%3
90、0%30%14%14%14%14%FacebookInstagramYouTubeTikTokSnapchatPinterestTwitchWeChatMost Popular Social Commerce Platforms20222023NOT FIELDED IN 2022NOT FIELDED IN 2022NOT FIELDED IN 2022NOT FIELDED IN 2022+6+21+22+18+11Instagram and TikTok top the carts of younger social shoppersGen X and Boomers are most
91、likely to have previously purchased a product via Facebook.However,a significant share of Gen X report having bought something while on Instagram,TikTok and Snapchat.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%3663%63%5
92、7%57%49%49%47%47%77%77%49%49%74%74%46%46%44%44%47%47%73%73%37%37%26%26%9%9%66%66%7%7%InstagramTikTokFacebookSnapchatMost Popular Social Commerce PlatformsGen ZMillennialsGen XBoomers43%43%30%30%16%16%9%9%61%61%32%32%15%15%19%19%35%35%30%30%13%13%10%10%25%25%18%18%3%3%3%3%YouTubePinterestTwitchWeChat
93、*Boomer sample is directional and not statistically significantSocial discovery is driven by ads,organic brand posts and social searchIn a win for brands,social shoppers report that ads,organic brand posts and looking up brands themselves are the content types that most often lead to brand discovery
94、.However,word-of-mouth is still important and around 1 in 3 respondents reported discovering a brand after seeing a friends post and an influencers post,respectively.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%3747%47%4
95、1%41%39%39%35%35%35%35%31%31%31%31%7%7%Seeing an adSeeing a brands postLooking up a brandSeeing a friends postWatching a livestreamGetting tagged or DMedSeeing an influencers postNone of the aboveContent That Led to Brand Discovery Among Social ShoppersOlder generations are more swayed by ads and a
96、brands content,while younger social shoppers use social search,watch livestreams and view posts from friendsShopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%3841%41%41%41%35%35%33%33%43%43%41%41%37%37%47%47%36%36%21%21%29%29
97、%53%53%21%21%22%22%32%32%61%61%Looking up a brandWatching a livestreamSeeing a friends postSeeing an adContent That Led to Brand Discovery Among Social ShoppersGen ZMillennialsGen XBoomers31%31%28%28%27%27%11%11%35%35%41%41%34%34%5%5%29%29%50%50%27%27%7%7%20%20%48%48%18%18%12%12%Seeing an influencer
98、s postSeeing a brands postGetting tagged or DMedNone of the above*Boomer sample is directional and not statistically significantMany social shoppers are brand advocates themselvesMore than 3 in 10 respondents who have previously purchased products via social media say that they regularly share revie
99、ws,links to brands or products and feature brands in their own content.This word-of-mouth buzz is key given 35%of social shoppers say a friends post led them to purchase a brand and 31%said the same about getting tagged.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu C
100、onsumer Navigator-Retail&eCommerce 202377%77%3948%48%39%39%38%38%36%36%30%30%29%29%12%12%12%12%Watching a livestreamEngaging with a livestreamSharing personal reviewsSharing links to brandsFeaturing brands in contentCreating a livestreamLive chatNone of the abovePlatform Features That Social Shopper
101、s Participate InYounger generations are more likely to watch,engage with and create livestreams,as well as feature and link to brands within personal contentShopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Retail&eCommerce 202377%77%4053%53%37%37%36%3
102、6%36%36%54%54%49%49%43%43%32%32%37%37%35%35%30%30%27%27%32%32%11%11%13%13%21%21%Watching a livestreamEngaging with a livestreamSharing links to brandsFeaturing brands in contentPlatform Features That Social Shoppers Participate InGen ZMillennialsGen XBoomers33%33%25%25%19%19%12%12%35%35%46%46%14%14%
103、7%7%25%25%42%42%8%8%12%12%4%4%25%25%10%10%37%37%Creating a livestreamSharing personal reviewsLive chatNone of the above*Boomer sample is directional and not statistically significantIMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERSAs our lives become more complex,online shopping and social commer
104、ce will become more mainstream.As our lives become more complex,online shopping and social commerce will become more mainstream.Consumers will continue to demand hyper-convenient purchasing across categories.This opens the door for brands to create innovative,frictionless retail experiences that off
105、er consumers quick,“click-to-buy”access to the products and services theyre after.Social commerce is impactful to reach a range of online shoppers.Social commerce is impactful to reach a range of online shoppers.Social media and livestream shopping are becoming increasingly popular not just with Gen
106、 Z,but Millennials and Gen X as well.While most purchases are inspired by content shared by brands,these types of activations are most successful when they get word-of-mouth behind them.The good news is many social shoppers are brand advocates themselves.Drive wordDrive word-ofof-mouth to activate t
107、he new social purchase journeymouth to activate the new social purchase journey.Social commerce is changing this purchase journey,creating an experience that,in many cases,circumvents brand-owned channels.For instance,our survey finds many consumers,especially Gen Z,discover brands through their fav
108、orite influencer and even their friends.Say this happened on Instagram,in some cases they might go to the brands Instagram page to follow and browse products,eventually checking out through Instagrams shopping feature,but in others they might click on an affiliated link.For brands looking to lead in
109、 social commerce,activating a community of advocates is key.dentsu Consumer Navigator-Retail&eCommerce 2023The pandemic rapidly normalized the home as our center of operations.No longer do people need to leave home or even the couch to shop.Awareness,consideration,trial,and transaction can occur onl
110、ine in almost every category from grocery to clothing to luxury goods to automotive.While online shopping tends to be associated with convenience,2023 will see“shoppertainment”take off.In the simplest sense,shoppertainment is the intersection of entertainment and shopping.Social and live commerce an
111、d Metaverse stores are some of the many examples.Another example:some streaming services are enabling a selection of their shows to be shoppable,allowing viewers to instantly purchase what they see on their screen with a click,voice command,or tap of their mobile phone.At the same time,people are lo
112、nging for the serendipity and presence of in-person interactions.Our survey finds that shopping IRL is seen as an event to look forward to and an outlet for our social needs.In 2023,retail environments must also embrace“shoppertainment”to give people a reason to leave their house.Beyond selling prod
113、ucts,stores should become spaces for unique,fun,and even educational experiences.Applying digital innovations such as AR,QR codes,self-check out,and more,to the physical environment is a key way retailers will enhance the customer experience.Though,what appears most critical in making technology mor
114、e of a reality in tomorrows in-store shopping journeys is creating experiences that leverage customers mobile phones.Closing Thoughtsdentsu Consumer Navigator Retail&eCommerce 2023|Navigator|Navigator05Dentsu is the network designed for whats next,helping clients predict and plan for disruptive futu
115、re opportunities and create new paths to growth in the sustainable economy.Taking a people-centered approach to business transformation,we use insights to connect brand,content,commerce and experience,underpinned by modern creativity.As part of Dentsu Group Inc.(Tokyo:4324;ISIN:JP3551520004),we are
116、headquartered in in Tokyo,Japan and our 65,000-strong employee-base of dedicated professionals work across four regions(Japan,Americas,EMEA and APAC).Dentsu combines Japanese innovation with a diverse,global perspective to drive client growth and to shape society.Visit:;.About dentsuAbout dentsu sho
117、pTodays shopping is always on and seamlessly integrated into our everyday lives,presenting countless opportunities for shoppers to engage,but pressure brands to make the most of each touchpoint.Dentsu shop is an integrated retail accelerator designed for whats next,bringing together the breadth and depth of dentsus global capabilities to help retailers and brands maximize every shoppable moment.Our data-driven insight and creative expertise powers meaningful experiences across media,commerce,loyalty,and retail environments.Visit: