2025年英国电子商务消费者报告（英）_66页_1mb

2025 UK Consumer Insights Report Summary

Core Content Overview

The 2025 Consumer Insights Report for Digital Commerce in the UK provides a comprehensive analysis of current consumer trends, preferences, and expectations, with a focus on how brands can adapt their strategies to thrive in a challenging and evolving market. The report highlights the growing importance of mobile-first experiences, AI-driven personalisation, and data-driven marketing to meet the demands of today’s consumers.

Key Trends and Insights

1. Mobile Dominance in Online Shopping

• Smartphones are the go-to device for online purchases, with 96% of UK consumers using them.
• Gen X (98%) and Millennials (97%) are the most frequent users, while Boomers (93%) and Gen Z (95%) also show strong adoption.
• Desktops remain relevant, especially for Boomers (75%) and men (77%), who prefer in-depth browsing and research.
• Tablets are used by 51% of consumers, with Gen Z (40%) showing the lowest usage.

2. Shopping Frequency

• Gen Z (48%) and Millennials (46%) are the most frequent online shoppers, with 2-3 times a week being the norm.
• Boomers (23%) and Gen X (39%) shop less frequently, often every few months.
• Women (40%) and men (35%) have relatively similar shopping frequencies.

3. Shopping Intent

• Most consumers primarily shop for themselves (68% overall).
• Women (30%) and Millennials (30%) are more likely to shop for family or partners.
• Shopping for friends or pets is a smaller share, with pets being a notable category for Gen X (19%) and women (19%).

4. Top Online Shopping Categories

• Clothing and Shoes are the most popular, with 66% of consumers prioritising them.
• Beauty products are preferred by 38% of women, while men (12%) show less interest.
• Electronics are a key category for men (39%) and Boomers (29%).
• Toys and Video Games are popular among Gen Z (29%) and Millennials (23%).
• Health and Wellness is a growing category, especially for Gen Z (19%).
• Fragrances are a top choice for Millennials (20%), while jewellery is more popular with Gen Z (17%).
• Pet products are preferred by Gen X (19%) and women (19%).

5. Preferred Shopping Platforms

• Online marketplaces (e.g., Amazon, ASOS) are the most trusted, with 61% of consumers preferring them.
• Retailer websites (e.g., John Lewis, Tesco) are popular among women (28%) and Gen X (43%).
• Direct-to-brand channels are underutilised, with only 2% of consumers planning to shop directly on brand websites or apps in 2025.

6. Consumer Motivations and Challenges

• Price and value are the primary motivators for shopping directly with brands, especially among Boomers (72%).
• Shipping costs are a major factor in cart abandonment, particularly for Gen X (46%), Boomers (45%), and men (42%).
• Email is the top channel for older shoppers, while text and app notifications are preferred by Gen Z and Millennials.

7. AI and Personalisation

• AI-driven personalisation is a growing opportunity, with Gen Z (44%) and Millennials (55%) showing enthusiasm.
• Boomers (13%) are more cautious, suggesting the need for transparent communication around data use.
• Intent-based segmentation and identity resolution are critical for delivering hyperpersonalised experiences.

8. Loyalty and Engagement

• Free shipping is the top driver of brand loyalty, with 44% of consumers citing it as a key factor.
• Loyalty programs and personalised messaging are essential for building habitual shopping and engagement.
• Triggered emails and text campaigns are effective for frequent shoppers, while abandoned cart reminders and limited-time offers can help convert less frequent shoppers.

Strategic Takeaways

• Optimise for mobile with fast, intuitive, and seamless experiences.
• Enhance desktop engagement by offering detailed product comparisons and filtering options.
• Deliver consistent, cross-channel messaging using identity resolution to personalise interactions.
• Build loyalty through rewards and convenience for Boomers and Gen X.
• Leverage AI for personalisation and transparent data practices to engage all demographics.
• Maximise marketplace presence by improving product visibility, pricing, and customer reviews.
• Differentiate on owned channels by offering exclusivity, early access, and loyalty incentives.
• Strengthen retailer partnerships to engage women and Millennials.
• Elevate digital experiences with mobile-friendly interfaces and value-driven content.

Methodology

• The report is based on a representative sample of 506 UK consumers, ensuring diversity in age, gender, ethnicity, and income.
• Data was collected in December 2024, capturing the latest trends and expectations for 2025.
• Insights are paired with actionable strategies to help brands align with consumer needs and drive performance.

Conclusion

The UK consumer landscape in 2025 is characterised by mobile-first preferences, increased demand for personalisation, and a strong reliance on online marketplaces. Brands must adapt by focusing on data-driven strategies, AI integration, and multi-channel engagement to meet the evolving expectations of consumers across all demographics. The report also highlights the importance of trust, value propositions, and loyalty-building initiatives in sustaining growth and engagement in the digital commerce space.