1、CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE1Consumer Insights Reportfor Digital CommerceCONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE2It would be clich to say this is the year that changes everything.But 2024 certainly feels significant.Third-party cookies are finally meeting their demise.Identity

2、 resolution is rising as an alternative.AI is advancing by the day.As we grapple with sweeping changes to the worlds digital landscape,the savvy marketer differentiates themselves with a bold willingness to explore and,ultimately,to adapt.And with what better information to equip themselves than the

3、 very latest on what consumers are doing how their habits are shifting,where theyre shopping,what theyre influenced by,and who they trust.Its these data points that are critical to determining what will work and what wont for the consumers of today.Because every proponent of data-driven strategies k

4、nows that old data just doesnt cut it.So lets get to it.IntroductionCONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE3Key TakeawaysConsumers love personalization,with wealthy,middle-aged segments the biggest proponents.Online shopping frequency continues to increase,driven the most by younger consumers.

5、Consumers are influenced by advertisements on YouTube more than any other channel,with TikTok and X falling short.Browsing websites is the single most common way that consumers find and learn about new products.Inspiring consumers to purchase directly from your website is beneficial from both an eco

6、nomic and data perspective,but youll need to provide a value exchange for the best results.Email is the preferred channel of consumers by far for receiving offers from brands.Older consumers disproportionately favor financial incentives,while younger consumers are more open to non-monetary offers th

7、at provide convenience.These younger consumers also place a greater emphasis on a brands reputation and values.CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE4MethodologyWunderkinds Consumer Insights Report is designed to impart brands with the latest data insights revealing current consumer attitudes

8、 and behavior as they relate to eCommerce.For 2024,Wunderkind,in conjunction with Econsultancy,surveyed 1,503 consumers from the United States and the United Kingdom.Respondent Demographics18-2410%19%17%16%16%22%25-3435-4445-5455-6465-7451%WomenMen49%Field Date(s):March 15-22,2024CONSUMER INSIGHTS R

9、EPORT FOR DIGITAL COMMERCE5Online Shopping:High-Level OverviewFull-scale consumer adoption of digital commerce is not novel its been an inevitability decades in the making.Nonetheless,wed be remiss to not highlight just how far its come.Nearly a third of consumers now shop online on a weekly basis.A

10、 further 38%do so on a monthly basis.And these figures are poised to continue their ascent more than a quarter of consumers plan to increase their online shopping frequency in the next twelve months,while 58%will keep this frequency constant.Only a mere 15%plan to shop less(or not at all)in the comi

11、ng year.How often do you shop online?Compared to the amount of online shopping you did in the last 12 months,which of the following best describes your plans for the next 12 months?2-3 times a week(weekly)Shop the same amount online5-6 times a month(monthly)Shop more onlineEvery few monthsShop less

12、onlineOnce or twice a yearNo online shopping30%58%38%27%29%14%4%1%CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE6The Age DynamicPredictably,younger consumers are more likely to be frequent online shoppers,peaking in the 25 to 34-year-old range digital natives with more expendable income than their yo

13、unger counterparts.Dont sleep on older consumers,however:at least a fifth of every age group surveyed are weekly online shoppers.Consumers who shop online on a weekly basis,by ageConsumers who plan to increase their online shopping frequency in the coming year,by age18-2418-2425-3425-3435-4435-4445-

14、5445-5455-6455-6465-7465-7436%36%41%36%31%35%29%28%29%16%20%25%CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE7Online Purchases:Most Popular CategoriesAcross ages and income levels,clothing and accessories holds a comfortable lead as the most popular category for online purchases.Elsewhere,significant

15、 differences are observed among demographics:Travel purchases are most frequent among older consumers(peaking at 29%for 65 to 74-year-olds)and wealthier consumers(peaking at 26%for the 75-100K and 100K income brackets).Entertainment purchases are significantly more common among younger consumers,pea

16、king at 41%for 18 to 24-year-olds and dropping to 14%for 65 to 74-year-olds.Beauty and personal care purchases are nearly twice as common for women(56%,versus 29%for men),while men are more likely to make purchases for entertainment(33%for men versus 18%for women)and leisure(35%for men versus 25%for

17、 women).When shopping online,which three categories do you purchase most frequently?Clothing and accessoriesHome and livingBeauty and personal careLeisureEntertainmentTravel69%48%43%30%25%20%CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE8Smartphone Usage Among Age GroupsFor all intents and purposes,s

18、martphones are now used ubiquitously among U.S.and U.K.consumers.Personal desktop computers and laptops,meanwhile,are used far more often among older consumers,peaking at 75%for those aged 65 to 74.64%96%50%SmartphoneTabletPersonal desktop computer/laptopWhich of the following devices do you own and

19、 use regularly(at least 4 times a week)?Consumers who use a personal desktop computer or laptop at least four times a week,by age 18-2425-3435-4445-5455-6465-7458%59%62%61%63%75%CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE9Who do consumers shop for?Unsurprisingly,consumers tend to shop most often f

20、or themselves online.Middle-aged consumers are(relatively)more likely to make purchases for family members or partners a possible explanation being at the age where they find themselves responsible for a trifecta of partners,children and parents.64%25%24%31%33%24%27%27%5%2%Myself18-2425-3435-4445-54

21、55-6465-74Family or partnerPetsFriendsIn your last 12 months of online shopping,who have you purchased an item for the MOST?Consumers whove made an online purchase for family or a partner,by age:CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE10Where are consumers most comfortable shopping online?The m

22、assive popularity of sites like Amazon makes it easy to see why online marketplaces command the highest levels of trust among consumers(45%).Theyve become a fixture for consumers,extending beyond the transactional and offering a medium to research products,read reviews,create wish lists,and the like

23、.Of course,this disproportionate level of trust in online marketplaces also presents two distinct challenges for brands.Economic:Online marketplaces typically charge fees that you could otherwise avoid if selling from your own website.Data:When using an online marketplace,you have fewer opportunitie

24、s to collect first-party data points or leverage existing insights from identity resolution partners,like Wunderkind that are critical to creating personalized offers.Which of these is the MOST trustworthy place to buy a product online from your favorite brands?Thinking of your non-grocery ONLINE pu

25、rchases over the next 12 months,where are you planning to purchase the MOST products?45%48%23%21%21%11%9%9%An online marketplaceAn online marketplaceDirectly on a brands official websiteA retailers websiteA retailers websiteDirectly through a brands appDirectly through a brands appNo specific prefer

26、ence14%Directly on a brands official websiteCONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE11Inspiring Consumers to Purchase Directly from Your BrandAlthough trust among the marketplaces is high,consumers are absolutely buying directly from your brand online.Perhaps unsurprising given current economic

27、 turbulence,consumers find price competitiveness(57%)to be the most influential factor in choosing a brand to buy from directly.Product quality follows closely(53%)as the second most influential factor for an eCommmerce transaction.But to say price is the end-all-be-all would be inaccurate especiall

28、y among younger consumers.Brand reputation and reviews(43%)and brand values(36%)stand out as key influences for 18 to 24-year-olds,with similar numbers present for 25 to 34-year-olds.These figures are a great representation of shifting motivators for younger consumers,whove demonstrated disproportio

29、nate interest in social proof,sustainability and overarching brand purpose,as opposed to simply choosing the brands who offer the lowest price.When it comes time to buy,the tune is similar.Price rises above factors as the most important consideration,though non-monetary factors like reviews,convenie

30、nce and delivery time do represent a sizable share of consumer focus when combined.CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE12When making an online purchase directly from a brand(not from retailers or on a marketplace),which factor is generally the most important to you?BestpriceFreeshippingRevi

31、ewsConvenienceDiscountDeliverytimeBrand namerecognitionPopularity of itemAbility to pick up in-store41%18%10%8%6%6%5%3%2%When choosing a brand to buy from directly online(not from retailers or on a marketplace),which factors influence your decision?Price competitivenessProductqualityShippingoptionsP

32、reviousexperienceBrand reputation&reviewsBrandvaluesAdvertisements57%53%45%38%32%22%8%CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE13First-Party Data Acquisition Is Critical For EcommerceAs the third-party cookie crumbles and advertising costs continue to rise,an ironclad method for gathering market

33、ing opt-ins has never been more important.Once youve acquired an opt-in,you can really lean in on owned channels,like email and SMS,that give you more control,more ROI and ultimately more opportunities to build relationships with your customers and prospects.The strongest incentive to drive these op

34、t-ins on your website?By a considerable margin,its free shipping offers(70%).A consumer affinity for loyalty points(50%)and discounts(38%)is also observed across demographics.Elsewhere,non-monetary offers show limited influence on older consumers.Its a different story for younger consumers,however.S

35、izable portions of 18 to 24-year-olds find value in receiving early access to new products(34%)and content(32%).Both of these categories consistently decline in popularity as age increases.Free shippingLoyalty points redeemable for rewardsOne-time discountEarly access to their new product/sales even

36、tsExclusive access to content or productsI prefer not to receive offersVIP warranty service70%50%38%25%22%11%Which offers could a brand make on their website or in their apps to convince you to opt-in to receive their emails and/or text messages directly from them?7%CONSUMER INSIGHTS REPORT FOR DIGI

37、TAL COMMERCE14A common issue for all eCommerce brands is understanding which value exchange offer to make to an anonymous site visitor,in the moment they hit your digital property.The one-size-fits-all pop-up offer is easy to create nearly every ESP has a widget for that today but its not going to o

38、ptimize your potential for maximizing marketing opt-ins.It doesnt know if that device and the human behind it prefers free shipping,loyalty points or a discount code in order to sign up for marketing messages.Enter identity resolution.But all solutions are not created equally.The Wunderkind Identity

39、 Network,however,recognizes 9 billion devices and observes them across trillions of digital events per year.Thats more data collected in one year than some solutions in a decade.Its also 30%more consumer data than the largest ESP can make available to its clients.All this to say,Wunderkind can ident

40、ify a majority of your unknown traffic and make the best offer based on the rich history of revenue transactions at the device level.It can personalize an offer on your behalf to a device that is completely anonymous to your brand and increase the likelihood of an opt-in.That scenario has more than

41、doubled weekly opt-in rates for many brands,like Kurt Geiger.But beyond adding net-new consumers to your database,the Wunderkind Identity Network can also recognize anonymous traffic that may actually already be opted-in to your brands communications.If your first-party cookie expired or they logged

42、 out on a previous session,a device may register as unknown when they return.The identity network can relay with your database,recognize their previous opt-in and suppress that pesky“Join Our Mailing List”pop-up.Instead,it can trigger an email or text message with an optimized offer for a product th

43、ey browsed or abandoned,all sent from within your own ESP.Watch a 2-minute video excerpt with a seasoned Chief Digital Officer who explains how important identity resolution and customer acquisition are to the full funnel marketing mixPutting Strategy Into ActionWatch NowCONSUMER INSIGHTS REPORT FOR

44、 DIGITAL COMMERCE15Preferred Channels for Receiving OffersBrands will be pleased to learn that email is by far the preferred channel of consumers to receive personalized offers and exclusive messages.Email is arguably the most effective channel for delivering personalization at scale,and is free fro

45、m the algorithmic uncertainty of social platforms and the substantial costs of third-party advertising.Note:While consumers across age strata favor email over all other channels,the preference becomes stronger as age increases,peaking at a massive 65%for consumers aged 65 to 74.EmailSMSPrefer not to

46、 receive offersPush notificationsTargetedadsMMS49%14%11%10%9%8%Consumers who prefer email for receiving offers,by ageIf you were to visit a brands website or app,and that brand later wanted to send you tailored offers on items youve shown interest in,how would you prefer to receive these exclusive m

47、essages?18-2425-3435-4445-5455-6465-7427%35%42%56%55%65%CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE16Preferred Channels for Learning About OffersNot only is email the preferred channel for receiving offers its the preferred channel for more generally learning about them as well.Emails lead on this

48、 front isnt quite as dominant,however.Consumer preferences here vary widely and correlate with age in several areas.Older consumers disproportionately favor learning about brand offers through the brands website(peaking at 39%for those aged 65 to 74),while younger consumers disproportionately favor

49、brand social media feeds(peaking at 28%for those aged 18 through 34),social media ads(peaking at 34%for those aged 18 to 24),and influencer content(peaking at 18%for those aged 18 to 24).Where do you prefer to learn about your favorite brands offers or deals?EmailBrands own websiteFriends or family

50、recommendationsSearchBrands own appBrands social media feedBrands social media adsTV adsIn-store promotionsDirect mailTextInfluencer content39%33%20%20%18%18%18%16%15%13%11%7%CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE17Offers:Which are best?There are a slew of offers capable of persuading consume

51、rs to make purchases directly from your brands website or app.While financial incentives like discount codes and price drops are popular across the board,convenience-oriented offers,like back-in-stock notifications(peaking at 31%for those aged 18 to 24),abandoned cart reminders(peaking at 22%for tho

52、se aged 18 to 24)and low stock warnings(peaking at 21%for those aged 25 to 34)are promising alternatives for younger consumers.The utility of personalization is also revealed:roughly a fifth of consumers overall cite messages about new items(similar to what they previously viewed)as persuasive,risin

53、g to a more considerable 33%for 18 to 24-year-olds.After visiting their website or app,which of the following messages could a brand send you that would help persuade you to purchase directly from their website or app?Discount codesPrice drop offer on a single item I viewedLoyalty program offersGene

54、ral brand sale across many itemsBack-in-stock notification for a viewed item that was previously unavailableNew items that are similar to what I viewed previouslyReminders for items I left in my cartLow stock warning for an item Id viewed54%49%36%26%22%19%14%13%CONSUMER INSIGHTS REPORT FOR DIGITAL C

55、OMMERCE18The Power of Personalization&the Importance of Performance MarketingA whopping 83%of consumers cite that theyre either very or somewhat likely to purchase from a brands message that highlights the exact products theyve recently browsed for.This preference for personalization is even higher

56、among consumers aged 35 to 44(87%)and 45 to 54(87%),as well as those from income brackets of 75 to 100K(90%)and 100K(87%).As we mentioned previously,the ability to identify users increases exponentially with a robust identity resolution partner.This is where performance marketing strategies can tran

57、sform your ability to deliver personalization at scale.Triggered messaging based on browsing behavior is a significant revenue opportunity.Brands like Wolverine Worldwide,a multi-billion dollar footwear brand,see 20%of total onsite revenue coming from these tactics alone.Very likelySomewhat likelyNo

58、t likely18%65%17%How likely are you to purchase from a brands email,text,or app push notification highlighting the exact products you recently browsed on their website or in their app?Product Abandonment:Bring customers back to the actual products they showed the highest intent for and nurture them

59、to checkout with highly personalized triggered emails and text messages.Category Abandonment:When a consumer searches for products on a site,Wunderkind can trigger messages featuring items from their search,encouraging them to revisit those products and nurture through to conversion.Booking Abandonm

60、ent:With a high percentage of booking carts typically being abandoned,Wunderkind can re-engage consumers by sending them personalized messaging with the products they left behind,streamlining their path to conversion.Here are some examples of the opportunities for brands to engage:CONSUMER INSIGHTS

61、REPORT FOR DIGITAL COMMERCE19Consumer Impressions of Brands:Most Influential MediumsWhich medium is most influential in shaping consumers impression of your brand?From a high level,there doesnt seem to be a clear-cut winner,with brand websites(26%),reviews/articles(26%),recommendations from trusted

62、people(19%),brand apps(12),and social media posts(10%)and ads(8%)all influential to splintered portions of consumers.But digging into age groups provides a much clearer picture.Nearly a third of consumers 45 and older say a brands website has the biggest impact on their impression of a brand,while f

63、ewer than a fifth of consumers aged 18 to 44 say the same.For these younger consumers,its social media platforms(both posts and ads)that have a disproportionate impact.The brands own websiteReviews or articles about the brand on websites or from sources you trustRecommendations from people you trust

64、(e.g.,influencers,celebrities,friends,or family)The brands own appThe brands posts on social mediaAds for the brand on social media26%26%19%12%10%8%Which has the biggest impact on your impression of a brand?CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE20Most Influential Advertisement TypesIn an onli

65、ne environment cluttered with irrelevant,disruptive advertisements,the brands who can deviate and create tasteful,relevant ads stand to gain.Nearly three-quarters of consumers cite ads tailored to their interests or past behaviors and those that are not disruptive as influential.Ads tailored to my i

66、nterests or past behaviorAds that dont disrupt the content Im viewingAds with visually appealing graphicsAds that clearly communicate actions you should take73%73%70%69%Most influential ad types share of consumers answering somewhat,very or extremely influentialContextual Retargeting:Curate ads base

67、d on the content of particular pages,increasing the likelihood that theyll align with the interests of each pages visitors.Post-Content Delivery:Deliver ads after users have finished consuming content,ensuring that the ads are not disruptive.Behavioral Triggers:Leverage exit intent,up-scroll and ina

68、ctivity to trigger ads when they are least likely to be perceived as intrusive.A/B Testing:Ultimately,the ads most influential to your own ICP may vary.A/B testing is a critical component of a data-driven ad strategy to confidently determine whats driving engagement,and what isnt.Looking to elevate

69、your brands advertising experience?WunderKIND Ads deliver an unparalleled user-first ad experience by NOT interrupting the readers content consumption.Rather,once they disengage,we deliver our ads in an impactful,non-intrusive,and kind way.Weve built a marketplace of 200+premium brands and 300+top p

70、ublishers who recognize the importance of a user-first ad experience.Learn more.Solutions for better advertisements:Note:Ad influence across the board is more substantial among younger consumers,consistently declining as age increases.CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE21Most Influential A

71、dvertising ChannelsIts relative of course,but with Meta,TikTok and X all having experienced significant scrutiny in recent history,YouTube steals the show as the most influential ad channel.But if you want to know who steals the show for being the most polarizing,look no further than TikTok a platfo

72、rm massively influential with younger consumers,but poorly ranked by older ones.18-24YouTube25-34Facebook35-44Instagram45-54Media publishers55-64TikTok65-74X(formerly known as Twitter)81%87%61%79%54%74%50%64%41%50%28%47%TikTok influence,by age share of consumers answering highly or moderately influe

73、ntialMost influential ad channels share of consumers answering highly or moderately influentialCONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE22Product Exposure&Research“Surfing the web”may bring back memories of 2000s slang,but make no mistake,browsing websites is still the single most common way for

74、 consumers to both be exposed to and learn about products.A larger online presence of your product is a no-brainer if greater exposure is what you seek.The popularity of e-commerce notwithstanding,a considerable number of consumers do still get exposed to(37%)and learn more about(34%)products in-sto

75、re,highlighting the enduring relevance of brick-and-mortar stores.Other forms of discovery are splintered among age groups.Younger consumers are more likely to discover new products via browsing apps(peaking at 37%for those aged 18 to 24),social media ads and posts(peaking at 32%and 34%respectively

76、for those aged 25 to 34),and influencer content(peaking at 32%for those aged 18 to 24).Older consumers,meanwhile,are more likely to discover new products via mention from friends or family(peaking at 37%for those aged 65 to 74)and a brands communications(peaking at 33%for those aged 65 to 74).Browsi

77、ng websitesIn-storeMention from friends or familyBrowsing appsA brands communications to meA brands social media adsA brands social media postInfluencer content48%37%31%26%23%21%20%13%Where are you typically first exposed to a new product?CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE23Browsing websi

78、tesOnline reviewsExplore in-storeWord of mouthBrowsing appsBrand communications(email,texts,etc.)Directly from the brands website or appIn-storeThird-party websites or apps54%45%34%35%28%22%48%32%20%How do you typically learn more about a product?Where do you typically make a final purchase on a pro

79、duct youve researched?When it comes time to purchase products consumers have researched,they often opt to purchase directly from a brands website or app.Interestingly enough,theres little age variation on this front,with at least 42%from each age group purchasing this way.The stories are similar for

80、 both third-party websites/apps and in-store purchases.In fact,18 to 24-year-olds and 65 to 74-year-olds both have the same rate for in-store purchases(34%).CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE24Travel&HospitalityTravel,Hospitality and Entertainment Specific InsightsCONSUMER INSIGHTS REPORT

81、 FOR DIGITAL COMMERCE25Shifting Travel TrendsIn a positive signal for the broader economic landscape,consumer travel frequency is on the rise.65%of consumers either plan on increasing or keeping constant their travel frequency in the next 12 months.Young and middle-aged consumers,and those from the

82、100K income bracket,are the most likely to increase travel frequency in the coming year.When considering your travel habits in the past year,what are your travel plans for the next 12 months?Consumers who plan to increase their travel frequency in the next 12 months,by ageConsumers who plan to incre

83、ase their travel frequency in the next 12 months,by income17%39%18%26%Reduce travel compared to the past yearTravel with similar frequency as the past yearTake a break from travel and dont plan any trips in the next 12 monthsIncrease travel compared to the past year18-240-25K25-3425-50K35-4450-75K45

84、-5475-100K55-64100K65-7438%20%32%24%37%31%27%26%16%33%14%CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE26Platforms&InfluencesConsumers are most likely to book online travel through travel agencies,though brand websites or apps command a strong portion of bookings,too.Price competitiveness is by far t

85、he most influential factor when consumers determine where to make online travel purchases.And while most factors are fairly consistent across consumer segments,one stands out:loyalty points.Overall,fewer than one in ten consumers are influenced by loyalty points,but this figure rises to a more consi

86、derable 17%for consumers in the 100K income bracket.Travel Booking:50%40%9%Online travel agenciesDirectly on the brands website or appMy credit cards travel portalWhere will you most likely book online travelarrangements such as car rentals,hotels or flights?What influences your decision the MOST wh

87、en determining where to make online travel purchases?Best pricesTrustworthinessAbility to compare a wide range of flights/hotels/activitiesAbility to easily make changes to my booking as neededCollecting or using loyalty points/miles/rewards46%18%16%12%9%CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE

88、27Domestic vs.International TravelUnderstandably,consumers tend to book international travel much further in advance compared to domestic travel.Older consumers in particular make their plans well ahead of time most interestingly,a massive 60%of 65 to 74-year-olds make international bookings more th

89、an twelve weeks in advance.On the opposite end of the spectrum,only 22%of 18 to 24-year-olds do the same.For international travel,how far in advance do you typically make your bookings?Up to two weeks in advanceUp to two weeks in advanceTwo to four weeks in advanceTwo to four weeks in advanceFive to

90、 twelve weeks in advanceFive to twelve weeks in advanceMore than twelve weeks in advanceMore than twelve weeks in advance10%20%28%43%17%36%29%18%For domestic travel,how far in advance do you typically make your bookings?CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE28Travel ResearchConsumers seek out

91、 a wide variety of sources in their travel research,both online and in person.The influence of travel agencies and travel brand websites is clear,though social proof in the form of reviews,suggestions from family friends and social media all play an important role as well.The Trust DisparityConsumer

92、s are most likely to book travel through travel agencies and most likely to do research through these agencies.Yet when it comes to the level of trust consumers put into the travel offers they receive,an interesting result is observed:42%of consumers trust offers directly from travel brands the most

93、,while only 24%trust offers from travel agencies the most.This suggests that a large opportunity exists for travel brands to lean into their own platforms,and potentially generate more business free from the fees of travel agencies.Offers directly from the travel brandAn online travel agencyA travel

94、 brands direct website or appOnline reviewsSuggestions from family/friendsSocial mediaTravelpublicationsTravel blogs or forumsOffers from an online travel agencyI generally do not trust unsolicited email/text offers42%51%39%39%38%22%18%15%24%34%If you were to consider travel offers sent to you via e

95、mail or text,which would you trust MOST?Where do you conduct research when considering where to make a travel purchase?CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE29Preferred Travel OffersConsumers are receptive to a number of financial incentives,most notably discounts and coupon codes.Non-monetar

96、y offers have their place,though.Middle-aged consumers are quite receptive to offers based on previous searches(peaking at 31%for those aged 45 to 54),while younger consumers display strong interest in abandoned cart reminders(peaking at 26%for those aged 18 to 24)and limited availability warnings(p

97、eaking at 28%for those aged 18 to 24).The travel industry has a significant opportunity to adopt performance marketing strategies that have been commonplace in retail for years.Triggered messaging based on browse and search behavior is a massive revenue channel,especially when identity resolution is

98、 part of that mix.Learn how one of the largest vacation flights brands increased triggered email revenue by 12x and why Wunderkinds managed service accounts for nearly 10%of their total digital revenue.Discount codesPrice drops on specific accommodations I have previously searched/viewedLoyalty prog

99、ram/points/rewards offersGeneral sales and promotions on a wide range of travel offersOffers on accommodations that are similar to what i have searched previouslyLimited availability warning(e.g.,low car,room,or seat availability)Reminders for travel accommodations I left in my cart but did not buy4

100、7%46%34%34%28%18%15%If car rental,hotel,or airline travel brands were to send you offers via email or text,which would you be interested in receiving?CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE30EntertainmentTravel,Hospitality and Entertainment Specific InsightsCONSUMER INSIGHTS REPORT FOR DIGITAL

101、 COMMERCE31Preferred Channels for Receiving InformationThe consumer preference for email extends to the entertainment industry,where a strong plurality of consumers find email to be the single most helpful way of receiving entertainment-related information.This preference is even stronger among olde

102、r consumers,peaking at 59%for those aged 65 to 74.Social media ads and text messages,meanwhile,are more efficacious among younger consumers,peaking at 26%and 22%,respectively,for those aged 18 to 24.Which of these would be the MOST helpful way to receive information about concert tickets,sporting ev

103、ents,amusement parks,or other entertainment events?Email me offersAds on TVText meoffersAds on social media networksAds on websites45%15%14%13%13%CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE32Preferred Purchase LocationIn a positive sign for entertainment brands seeking to capture data from website

104、 visitor traffic,a plurality of consumers say they prefer to purchase tickets directly from an event venues website or app.Fewer than a fifth of consumers say they dont typically purchase tickets for entertainment events a figure that rises with age.Ticketing based organizations can benefit greatly

105、from the same tried and true performance marketing tactics as the retail trade.In fact,SeaWorld increased ticket sales by 5x with Wunderkinds identity and triggered messaging services,resulting in the decision to roll out the solution across all of its theme park properties.Read the case study.18-24

106、25-3435-4445-5455-6465-7410%9%9%14%26%32%Consumer who dont typically purchase entertainment tickets,by ageDirectly from the event venues website or appTicket marketplaces(i.e.,Stubhub,Ticketmaster,AXS.com,etc.)Physical box officeI dont typically purchase tickets38%32%12%18%Where do you prefer to pur

107、chase tickets to concerts,sporting events,amusement parks,or other entertainment events?CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE33Influences on Purchase LocationUltimately,price has the biggest influence across age groups and income levels on where consumers decide to purchase tickets.But if yo

108、ur brand is seeking non-monetary methods to drive interest,seat selection(41%),guaranteed authenticity(39%),early access(20%)and packages(20%)are all worth weaving into your value-add.Best priceBest availableseat selectionsGuaranteed authentic ticketsEarly access to tickets before the general public

109、Ability to purchase packagesCollecting or using points/rewardsAbility to share or sell ticketsVIP or preferred seating access at the events63%41%39%20%20%12%12%11%Which are important factors on where you decide to buy those tickets?CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE34Preferred Offer Types

110、A wide variety of financial incentives play well with consumers.And while discount codes(47%)lead the way,the value of personalization is also present:price drops on previously searched for/viewed tickets(46%)and offers on tickets similar to what consumers have previously searched for(28%)are both o

111、pportunities to make your offers less generic.Discount codesPrice drops on specific tickets I have previously searched/viewedGeneral ticket sales and promotions on wide range of eventsLoyalty program/points/rewards offersOffers on tickets that are similar to what I have search for previouslyNotice t

112、hat tickets I searched for have low availabilityReminders for tickets I left in my cart but did not buy47%46%36%29%28%20%14%If ticket sellers were to send you offers via email or text,which would you be interested in receiving?CONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE35ConclusionWhether it be th

113、e recent economic turbulence,or a trek towards a more privacy-centric future that will see the end of third-party cookies,theres no shortage of challenges for modern brands.But for savvy marketers,current consumer sentiments present ripe opportunities for growth.Email remains a preferred marketing c

114、hannel;the desire for personalization is clear;a multitude of strategies are effective at inspiring consumers to opt-in to marketing communications.The basic formula you need for enduring success as a brand is well within reach.And thats where Wunderkind comes into play.Weve been ready for a privacy

115、-focused landscape.Weve been leveraging AI to transform marketing strategies.We live at the intersection of data,AI and identity,and we can do for your business what no other performance marketing solution can.Check out these resources to learn more.Click on the ebooks to explore these additional re

116、sourcesCONSUMER INSIGHTS REPORT FOR DIGITAL COMMERCE36Wunderkind is the leading AI-driven performance marketing solution that collects consent-based,first-party data and identifies anonymous traffic for brands in order to scale hyperpersonalized one-to-one messages.Brands lean on the Wunderkind Iden

117、tity Network,a proprietary database recognizing 9 billion devices,1 billion opted-in consumers and observes 2 trillion digital transactions per year,to trigger the most impactful offers to their target audience at the right moment and in the right channel.This proprietary data is accessed by Wunderk

118、inds Autonomous Marketing Platform,an AI engine which integrates seamlessly into a brands existing ESP to boost performance across email,text and advertising channels.Wunderkind is the only performance solution that guarantees a lift in revenue for its clients and delivers over$5 billion in directly attributable revenue annually for brands across a number of industries,often ranking as a top 3 revenue channel in clients own analytics platforms.Brands such as Harley-Davidson,Perry Ellis and Shoe Carnival partner with Wunderkind to drive top-line revenue through its guaranteed results