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Wunderman Thompson:The Future Shopper Report 2021.pdf
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Wunderman Thompson:The Future Shopper Report 2021.pdf
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THE FUTURE
SHOPPER REPORT 2021
A deep dive into 17 international markets and 28,000+ consumers to uncover how the global online shopper is
shaping the future of commerce and how businesses need to respond to win online.
US, Europe, APAC, LATAM & UAE
INTRODUCTION
2
THE FUTURE SHOPPER REPORT 2021
2
INTRODUCTION
When we launched our Future Shopper 2020 report, the world was just starting
to feel the effects of COVID-19 and subsequent lockdowns. One year on, the
world is still grappling with the virus, and while some countries edge back
towards normality, others are still faced with huge challenges.
But what is clear is that, when we look back at the last year, we can see how
the way we shop has changed. It hasn’t always been our own choice, but the
COVID-19 pandemic has supercharged online shopping, with businesses who
were unable, or unwilling to change being brought to their knees, and those
who responded by giving consumers what they want, reaping the rewards.
In this tumultuous year, we’ve seen marketplaces strengthen their positions, an
abundance of D2C offerings popping up, advances in social commerce, and
the rise of the aggregators.
At Wunderman Thompson Commerce, we believe that forewarned is
forearmed. In other words, it’s vital that businesses know how consumers are
shopping, and how they will shop in the future. Armed with these insights,
effective and successful strategies can be formulated.
With this in mind, this year’s Future Shopper delves deeper and wider than ever
before, covering more than 28,000 consumers across 17 different markets. This
has enabled us not only to form a picture of the global online shopper, but also
to identify differences across geographies and demographics.
So without further ado, we present The Future Shopper 2021.
METHODOLOGY
Research for this report was conducted by independent research consultancy
Censuswide. A total of 28,426 consumers who shop online at least once a month
were interviewed between 26.03.2021 and 14.04.2021, across the following 17
regions:
• Europe: UK, Spain, France, Netherlands, Germany
• APAC: China, Japan, Thailand, Indonesia, Australia, India
• LATAM: Brazil, Argentina, Mexico, Colombia
• US
• UAE
HUGH FLETCHER
GLOBAL MARKETING DIRECTOR
AND HEAD OF THOUGHT LEADERSHIP
THE FUTURE SHOPPER REPORT 2021
3
THE FUTURE SHOPPER REPORT 2021
CONTENTS
Chapter 1: Online saved consumers during the pandemic
Chapter 2: The pandemic has changed consumer behavior for good
Chapter 3: But it’s not just about online, it’s about omni-channel
Chapter 4: Whether it’s online or across channels, “good enough” is no longer
good enough!
10
SECTION 1: COVID-19 AND ITS IMPACT
09
11
13
14
Chapter 5: People are spending more online in the wake of the pandemic16
Chapter 1: Consumers want digital innovation
Chapter 2: Extending the digital reach
Chapter 3: Gaming commerce
Chapter 4: Smart assistants and voice commerce
67
SECTION 8: THE FUTURE OF COMMERCE
66
68
69
71
Chapter 5: Subscriptions
Chapter 6: Automated purchasing
72
73
SECTION 6: DIFFERENCES ACROSS SECTORS
59
SECTION 7: ETHICS & SUSTAINABILITY
62
CONCLUSION
75
ABOUT WUNDERMAN THOMPSON COMMERCE
79
THE FUTURE SHOPPER 2021 CONDENSED
06
Chapter 1: Are consumers switched on to social commerce?
Chapter 2: Leading social channels for commerce
Chapter 3: Growing the social commerce channel via “inuence” &
“recommend”: two growing trends in social
52
SECTION 5: WHERE ARE WE WITH SOCIAL COMMERCE?
51
55
57
Chapter 1: Inspiration
Chapter 2: Where do global online shoppers search?
Chapter 3: Which channels do global online shoppers use to make purchases?
Chapter 4: What drives consumer purchasing decisions?
20
SECTION 2: THE CUSTOMER JOURNEY
19
23
26
28
Chapter 5: Who inuences consumers?29
Chapter 1: More online shoppers means more demand for D2C
Chapter 2: What makes consumers buy directly from brands?
Chapter 3: What do shoppers want to change about online shopping?
Chapter 4: Fullment
32
SECTION 3: MAKING THE CASE FOR D2C
31
34
35
36
Chapter 5: Digital products are the future37
Chapter 1: Amazon still sets the standard
Chapter 2: Amazon expands its reach
Chapter 3: Loyalty and the Prime eect
Chapter 4: Amazon may dominate but they and other marketplaces
aren’t unbeatable
40
SECTION 4: THE RISE AND RISE OF MARKETPLACES
39
43
44
46
HOW WE CAN HELP
77
HEADLINES YOU NEED TO KNOW
04
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