WTC-2019年α世代消费者报告（英文）-2019.11-30页.pdf

GenerationALPHA:Preparing for the future consumerCommerce 3GENERATION ALPHACONTENTS5 FOREWORD7 INTRODUCING GENERATION ALPHA10 THE POWER OF INFLUENCERS16 BRANDS AND AMAZONS ENDURANCE20 TECHNOLOGIES OF TOMORROWS SHOPPER24 DEFINED BY DELIVERY27 CONCLUSION:AN ALPHA FUTURE5GENERATION ALPHAFOREWORDHugh Fletcher,Head of Thought Leadership(EMEA)and UK Marketing at Wunderman Thompson CommerceTodays children are different from the generations that have gone before.Theyve grown up with streaming,social media and screens on every available device.Information,entertainment and human connection has always been just a click away.This has had a massive impact on how they live and how they shop.But are retailers prepared for the needs of Generation Alpha,the 6-16-year olds entering the stores in five to ten years time?The answer,for the most part,is no.Many organizations are struggling to initiate strategies that will make them relevant for this future generation of customers.And all the while,retail innovators like Amazon are leading the way with one-day delivery,lightning fast payments,value-adding loyalty schemes and content creation setting the benchmark for customer expectations.To compete in this world,retailers must look beyond their quarterly,half and annual targets.Adopting a long-term view is the only way to meet the expectations of Generation Alpha when these shoppers come of age.With this in mind,Wunderman Thompson Commerce set out to discover more about Alphas,the next generation of consumers who are currently aged between 6 and 16.We spoke to over 4,000 individuals in this age bracket,half in the UK and half in the US,to learn more about their views on everything from influencers and Amazon,to deliveries and the shop floor.In this report,weve set out our findings,including:Who Generation Alpha are today and who they are likely to become in the next ten years What is shaping Alphas attitudes towards brands and buying How this generation feels about retail technology What Alphas want from their shopping experienceWhere possible,weve broken down the research by region or by age category within the generation:13-16-YEAR OLDS ARE MAXI-ALPHAS,9-12-YEAR OLDS ARE MIDI-ALPHAS AND 6-9-YEAR OLDS ARE MINI-ALPHAS.Alongside our research findings,weve added guidance from our own team of industry thought leaders and experts,and a chapter-by-chapter action plan.By the end of this report,youll be prepared to create a future-ready shopping experience capable of meeting the needs of the new generation.Read on to find out more.6GENERATION ALPHA7GENERATION ALPHAINTRODUCING GENERATION ALPHABefore we can understand Alphas as shoppers,we need to understand them as people.It appears that the Alpha generation are a thoughtful bunch,characterized by their strong values.When asked whats most important in life,they list:WHAT YOU NEED TO KNOW Generation Alpha are characterized by their strong values,which will dictate who they buy from.Alphas are looking forward to having their own spending power and are already excited about making their own purchasing decisions.Digital hasnt won over outdoor pursuits just yet children still enjoy life away from screens;so,while they may be digital natives,their relationship with digital isnt exclusive.FAMILY FRIENDSHAPPINESSHEALTHSCHOOL/EDUCATIONGAMING MONEYPHONEFOOD AND DRINKMUSICIPAD/TABLETSPORTTHE ENVIRONMENTTVSOCIAL MEDIAFAME71%31%17%15%12%8%7%7%5%43%19%16%13%10%6%2%66%WANT TO BUY FROM COMPANIES THAT ARE TRYING TO DO GOOD IN THE WORLDSignificantly,digital gadgets fall into the second half of the priority list.So,while Alphas do value their phone or their tablet,they understand family and friends to be more important.Just 15%said money was important and only 2%answered fame results which certainly restore your faith in humanity and the upcoming generations.While Alphas are unwilling to place consumption over friends and family,they are excited about making their own purchasing decisions.82%cant wait to have their own money so they can buy things without asking their parents.But how will they make their purchasing decisions?Principles will still play an important role,with 18%of Alphas saying they would prefer to buy products that are sustainable and not plastic.8GENERATION ALPHAWHAT YOU NEED TO DO:Dont focus on Alphas as digital natives.They have grown up in a tech-saturated world,but this doesnt mean theyve abandoned quality time with loved ones and the outdoors you must think omnichannel and not forget the physical world;ensuring you deliver consistency of product,information and service across the digital and analog channels.Make sure to appeal to Alphas as human beings.Tell a story about your organization and why Alphas should buy into it.This is a key factor of What Amazon Cant Do(WACD).Consider the role of sustainability in your business.Alphas want to feel confident that theyre supporting environmentally friendly organizations is this something you can offer them?Alphas want it all great friends,health,strong family life and a balanced and successful career.Essentially,they are demanding and this will translate into their expectations about commerce.GENERATION ALPHA9Theres a tendency to view Alphas as digitally native and therefore wedded to their screens.Notably though as well see later in the report the digital world hasnt won out yet,as children would prefer to split their time equally between the indoors and outdoors(47%).A further 27%would rather spend time outside,just beating the 26%who want to stay indoors.And,interestingly,46%of children would like to work outdoors when they grow up.This omnichannel approach to life,spanning digital and analog,is a recurring theme later in the report when it comes to shopping habits too.Alphas think a lot about their future career,even though its a long way off.The majority would like their work to have a positive impact on the world.59%would like to work somewhere saving lives,while 51%want a job where they can use technology to make a difference,a figure which is markedly higher for boys(61%)than girls(43%).In a trend were seeing more of among younger people,sustainability again looms large:63%would like to work somewhere helping to save the planet.Mini-Alphas feel most strongly about an environmental career,with 67%of 6-9-year olds saying saving the planet will be their job focus.American children are also most interested in this type of work,with 66%of children in the US choosing this vs 60%in the UK.This focus on values is matched by a similar level of positivity when it comes to organizational ethics.Unsurprisingly,Alphas want to buy from places that match their values and that behave responsibly towards the environment and society at large.Two thirds(66%)of kids like to buy from companies that are trying to do good in the world.The attitudes of this emerging generation raise some interesting questions for the future of eCommerce.Retailers need to appreciate what differentiates Alphas from their elders.As the first fully digitally-native peer group,Alphas will be pre-conditioned to expect great service through any online channel they choose.But its their focus on values and ethics that will really make a difference.To secure this generation of shoppers,retailers will need to embrace Alphas principles even when this seems to run counter to the drive for profit.THE POWER OF INFLUENCERS10 GENERATION ALPHAFriends and family have always exerted influence over our buying habits.You see someone wearing or using something cool,whether thats in the playground,on the bus or at a party,and you go and buy it yourself.Thats how trends work.But young people today are being influenced by a wider range of factors than ever before and more of these factors are external.Weve moved far beyond the bus and the playground.Now,children are influenced by social media platforms,programmatic advertising and on-demand TV.This means that brands need to be across multiple channels and more importantly,the right channels to ensure theyre finding their target audience.As it stands currently,Alphas are too young to take control of their own finances.So,its unsurprising that they are influenced by the people who do:their parents.53%are likely to shop in the same way as their parents,which means if their mum and dad purchase online,so will they.And if our previous Future Shopper report is anything to go by,then Gen Alpha are likely to turn to Amazon for their purchases,to emulate their parents;our 2019 research found that 58%of online purchases in the US and 35%in the UK are made via Amazon.WHAT YOU NEED TO KNOW:Over half of our Alpha respondents want to buy something if their favorite YouTube or Instagram star is using,wearing or consuming it.Influencers have relegated family members to third position when it comes to affecting childrens buying habits.14%of Alphas would like to see influencers have their own retail outlets.Online videos are the channels with the most influence over children.11GENERATION ALPHABut when it comes to deciding what they want to buy,children are influenced by a number of different factors and influencers are chief among them.Only 3%more children cite friends as a bigger influence than influencers or bloggers.And,perhaps most significantly,Alphas regard influencers as more important than family by 4%.Astonishingly,influencers have relegated family members to third position when it comes to shaping the shopping preferences of children.Interestingly,influencers and bloggers on social media affect all age groups to the same extent,showing that the pulling power of influencers starts at an alarmingly early age:6-9-year olds(25%)10-12-year olds(26%)13-16-year olds(24%)FRIENDS INFLUENCERS/BLOGGERS ON INSTAGRAM,YOUTUBE,SNAPCHAT ETC.FAMILY MEMBERS NOTHING/NO-ONE MAKES ME WANT TO BUY THINGSCELEBRITIES ATHLETES OTHER IN-STORE SALES ASSISTANTS BUSINESS PEOPLE JOURNALISTS POLITICIANSWhat youd like to buy;who most influences you?28%25%21%13%6%4%2%1%1%1%1%12 GENERATION ALPHAParents must,therefore,take note of who is influencing their children and what they are being influenced to do.On the flipside,organizations and brands must partner with effective but responsible influencers to spread their messages.The importance of influencers is underlined by the fact that over half(55%)of kids want to buy something if their favorite YouTube or Instagram star is using,wearing or consuming it.And this follows to its natural conclusion:14%of children say the thing they would most like to change about shopping would be for influencers and social media stars to have their own retail outlet.This goes beyond endorsements or collaborations:in this new paradigm,influencers wouldnt be representing other retailers,but directly establishing their own.This could result in a huge shift in the retail environment as influencers transition from endorsements,to partnerships,to retailers.When it comes to influencers who have captured the attention of Alphas,it seems that native influencers rule the roost.We asked Alphas which influencers they had heard of out of a wide range of industries,professions and platforms.Native online influencers scored more highly than heads of big brands,retailers or marketplaces.However,reality TV stars who made their name on traditional TV,but who now have a social media presence like Kim Kardashian and Kylie Jenner,scored even higher.What does this tell us?It tells us that the people who leave the strongest impression are those who span channels.This recurring theme of omnichannel is one that keeps on coming back.It shows that if well-known personalities can be present across all the interfaces that a consumer uses,they are more influential.Which of these people have you heard of?83%38%18%67%37%17%61%35%14%60%35%12%49%34%10%48%31%6%44%23%44%22%39%18%DONALD TRUMPQUEEN ELIZABETHPRINCE WILLIAMKIM KARDASHIANKYLIE JENNERBILL GATES MARK ZUCKERBERGSERENA WILLIAMSTHERESA MAYNINJALOGAN PAULPEWDIEPIESTEVE JOBSBILLIE EILISHBORIS JOHNSONZOELLADANTDMJOE SUGGRYAN TOYSREVIEWKSIETHAN GAMER TVJEFF BEZOSTIM COOKGRETA THUNBERG13GENERATION ALPHAWhile Amazons dominance in the world of commerce is high(more on that later),Jeff Bezos CEO and founder of the biggest online retailer in the world remains relatively unknown when it comes to Generation Alpha.He is less well known to children than every other influencer or celebrity on the list except Tim Cook and Greta Thunberg not that this will bother him much.This says quite 14%OF CHILDREN SAY THEY WOULD LIKE TO SEE INFLUENCERS HAVE THEIR OWN RETAIL OUTLETSa lot about the powerful position of influencers in the retail world.So,its clear who influences the Alpha generation.Now its time to ask what influences them.Video,or more specifically online video,it turns out,is top of the list,with almost a quarter of children choosing this as their biggest influence.ONLINE VIDEOSRADIO ADVERTS(1%)TV ADVERTSSOCIAL MEDIA POSTSPICTURES ON WEBSITES AND APPSNOTHING INFLUENCES ME TO WANT TO BUY THINGS ONLINE ADVERTSCATALOGS(3%)19%19%13%12%8%24%Industry insight Chloe Cox,Consultant at Wunderman Thompson Commerce The Alpha Generation is overloaded with messages from brands.Choosing the right channels including relevant trusted advisors like online influencers will be critical if you want to cut through all the noise to reach the next generation of shoppers.But just as important is ensuring that the journey from social media to site is seamless.Without this seamless transition,retailers wont be able to harness the pulling power of influencers to convert Alphas into customers.What weve found is a curious gender split.Boys are much more likely to be influenced by online videos than girls(29%vs 20%),while girls feel the effect of social media more strongly(23%vs 13%).And,while online videos are slightly more influential in America for kids than in the UK(26%vs 22%),children are much more swayed by TV adverts in the UK than in the US(22%vs 15%).The difference in preferences,based on gender and geography,demonstrate that decisions about content,media and channel cannot be blindly applied to Generation Alpha,but must be selected based on more precise audience segments.While video,TV and online is the most influential,social media is not to be overlooked.The majority of Alphas(57%)say seeing adverts on social media makes them want to buy those products.And this is especially effective for Midi-Alphas,as 59%of 10-12-year olds feel most strongly about this.And the influence of social media content only becomes stronger as children grow older;with 13-16-year olds three times more likely(32%)to say that social media posts influence their purchasing decisions than 6-9-year olds(9%)and twice more likely than 10-12-year olds(15%).Social media is also a self-perpetuating machine,with children tagging each other on social platforms,so they in turn can be influenced.41%of kids tag their friends on Instagram if they see something they might buy.And its the Maxi-Alphas who are most