GFK-2019年美国营销洞察报告（英文）-2019.8-22页.pdf

1GfK FutureBuy2019 US Market Findings Highlights|August 20192Your invaluable resource to win with shoppers all over the worldGfK FutureBuy2019 overviewThe most effective way to“get smart”about your shoppersWinning shoppersstarts with seeing the world through their eyes profiling their rapidly evolving behaviors and attitudesIts one of the most robust perspectives available in the shopper space with anin-depth look at 18 product categories 27 diverse countriesall at your fingertips via an easy to use data portal32019 GfK FutureBuycountry coverage27 countries n=1,000 per countryArgentinaAustriaAustraliaBelgiumBrazilCanadaChinaFranceGermanyHungaryIndiaIndonesiaItalyJapanMexicoNetherlands PolandRomaniaRussiaSouth AfricaSouth KoreaSpainSwedenSwitzerlandTurkeyUKUSA42019 GfK FutureBuycategory coverageHousehold Packaged food and beverages Small home appliances Major home appliances18categoriesTechnologies Smartphones Smart speakers Computing Wearables Virtual/augmented reality headset/gear TV/streaming media player for TVPersonal Haircare Skincare Cosmetics/fragrances OTC healthcare Toys Clothing/fashion Financial Services Household washing and cleaning products Replacement auto/truck tires5GfK FutureBuy2019 illuminates the most vital shopper issuesBricks and ClicksTouchpointsMobile shoppingRise of omni-channelRelationship between“shopping”and“purchasing”Role of physical store vs onlineSources of informationMost influential in shopping processOnline and in-storeMost common shopping activities on mobileSocial media as emerging shopping platformBarriers to social media shopping Special topicsAttitudes and adoption levels of emerging shopping tools(i.e.,voice,AR/VR,visual search)Peek into future with Leading Edge Consumers(LEC)With ability to profile by shopper generation and compare across 27 countries6Three traits make them highly predictive of where the market is goingLeading Edge Consumers(LEC)illuminate future shopping landscapeInnovators that value new products or ideas before their time;predictive of the rest of the populationEarly AdoptersInfluentialPassionateShoppers15%of sample identified via proprietary questions and analyticsLeading indicators of trends with history of being years ahead of the mainstreamEmotionally connected to shopping and thus,highly involved7Example Findings884%84%73%73%65%61%53%53%40%32%31%31%27%26%23%22%20%18%3%3%14%9%9%16%20%17%24%23%13%41%23%24%31%39%47%46%13%13%13%18%26%22%27%30%35%45%56%28%50%49%46%39%33%36%of shoppers reporting shopping“exclusively in-store”,“exclusively online”and“both online&offline”Source:GfK FutureBuy,2019Fast moving consumables still shopped mainly in store,higher engagement items involve significant online activityWearablesComputingFinancial ServicesClothing/FashionTV&Video DevicesToysSmall Home AppliancesSmart-phonesMajor Home AppliancesReplacement TiresPacked Food&BeveragesHH CleaningOTC HealthcareHaircareproductsSkincareproductsMake-up,cosmetics/fragrancesVR/Augmented Reality headset/gearSmart SpeakersBOTHONLINEIN STORE 9Retailer appsAssistance from salespersonInformation at the shelfProduct samples/demoProduct packagingSocial mediaShopping appsLocation enabled apps for dealsCelebrity endorsementIN STORE SOCIAL MEDIA&APPS0%10%20%30%40%Source:GfK FutureBuy,2019In store displaysIn-store touchpoints have more of an impact on FMCG products,while social media&apps influence more tech purchasesClothing/FashionHH CleaningOTC HealthcareSmall Home AppliancesSmart-phonesComputingToys%of shoppers reporting touchpoint as“top 5”in influence 10Source:GfK FutureBuy,2019USA shoppers some of the least impulsive globally%Buying More Than Planned(last trip all categories)Highest ImpulseLowest Impulse12%13%15%17%18%20%20%21%21%21%22%24%25%RomaniaSouth AfricaChinaMexicoBrazilAustraliaSwitzerlandSpainSouth KoreaUnited StatesCanadaJapanIndia11Particularly vital to LECsSmartphones place at the center of shopping universe cuts across demographics and categories41%43%GenderCategoryIncomeLEC status72%36%Source:GfK FutureBuy,201948%“My smartphone/tablet is my most important online shopping tool.”(%agreeing T2b)49%41%FMCG45%Tech/Durableslowhigh12Concern over data security is shared nearly universally across respondent profiles60%57%GenderEducationIncomeLEC status66%57%Source:GfK FutureBuy,201957%62%56%60%low“I am worried aboutthe security of mypersonal informationwhen using a mobilepayment app.”(%agreeing T2b)highlowhigh13LECs off the charts”Heavy reliance on social medial correlates with income/employment and skews slightly male 27%31%GenderEmploymentIncomeLEC status74%20%Source:GfK FutureBuy,201927%38%28%14%lowhigh“My social media networks are importantsources for shoppingdecisions.”(%agreeing T2b)14Less so by post-millennialsSource:GfK FutureBuy,2019Adoption of newest shopping modes driven by Millennials%Trying and Likely ContinuingSmart speaker shopping5%15%9%2%Using visual search9%16%10%2%Shop via clicking SM posts17%21%12%6%Click and collect3%18%10%4%Post MillennialsMillennialsGen XBoomers15Source:GfK FutureBuy,2019Younger generations much more likely to write reviews and make returns%Engaging in ActivitySharing news of purchase on SM21%20%15%4%Reviewing product online31%31%25%14%Returning product that did not meet expectations22%19%12%6%Returning product because found cheaper9%18%9%2%Post MillennialsMillennialsGen XBoomers16Store display highly influential across gendersSource:GfK FutureBuy,2019Women influenced more by user reviews and product packaging vs menTop 5 Influential Touchpoint when Shopping(all category average)In-store displaysIn-store displays1Shelf informationFriends/family reco2Friends/family recoOnline user reviews3General shopping sitesProduct packaging4Online expert reviewsOnline expert reviews517Price comparisons,list making and user reviews are all on the riseTop 5 Shopping Activities Doing More of Now(%mentions)Source:GfK FutureBuy,2019Comparing pricesMaking shopping list1Making shopping listComparing prices2Online user reviewsOnline user reviews3Watch video reviewsBrowsing online for coupons/codes 4Online expert reviewsAdding items to cart but not checking out518In-store information matters more to Non-LECsSource:GfK FutureBuy,2019LECs rely more heavily on wisdom of the crowd to guide their shopping%Selecting Touchpoint as Top 5 Most Influential(all category average)SOCIAL MEDIAONLINE USER REVIEWSTV ADVERTISINGSHELF INFORMATION28%38%41%27%40%24%30%13%19Faster adoption of geo-location evident as wellSource:GfK FutureBuy,2019LEC rising behaviors focused on video content and social mediaGetting inspiration from social mediaWatching video reviewsWatching product information videosUsing geo-location apps on phone15%22%31%28%5%11%15%11%Top 5 Shopping Activities Doing More of Now(%mentions)20Faster adoption of geo-location evident as wellSource:GfK FutureBuy,2019LECs appear to be at the vanguard of commercializing social media%IncidenceUsing buy buttons on social media networks(i.e.,Instagram)Clicking on shoppableposts/stories in social networks(i.e.,snapchat)Am clicking on SM posts and will likely continue to do so36%36%50%8%14%12%21Subscriber benefits of GfK FutureBuyinsightsMore Bang for BuckTurbo-Charge your Shopper MarketingKnow Before you GoA Look Over HorizonA Smart Starting Point Help to focus resources against the shopper touchpoints that are most important in shoppers decision processes Profiles the preferred shopping modalities of your target to ensure your shopper marketing programs“connect”and“convince”Provides immediate shopper landscape perspective in new geographies or new product spaces that are under consideration for expansion Early visibility to the emerging trends that are reshaping shopping Leading edge consumers and early adopting geographies can preview whats coming Enables you to develop informed hypotheses to pipe into other custom studies Ensures you are asking the right questions-making all your custom studies more impactful22GfK FutureBuy 2019 offerings and pricingLive interface access to all FutureBuysurvey data spanning 27 countries and 18 categoriesGlobal Access1 year portal access to all countries/categories for 2019 includes:Webinar training session on portal navigation Activation of up to 5 users at single client site$25,000Regional Access(NA region is$8k)Varies by region(range$8k to$15k)Individual Market AccessVaries by market$5,000All Access Packages Include:Webinar training session on portal navigation Up to 5 users at single client siteData Portal AccessFully prepared,custom category and/or market-specific insights presentationsCustomized findings report on 1 category in 1 market (30-35 page report)$10,000 Additional presentations in same category with different market$5,000 per marketContact: 203.733.9031Custom Presentations扫码关注：金融干货精选获取更多干货资料