2023-02-16-MARCO_Research-后疫情时代消费者行为调查报告_69页_6mb

报告摘要

MARCO RESEARCH: Post Covid Consumer Behaviour II Summary

Research Overview

Survey Period: May–June 2022.
Geographical Scope: 14 key markets (main European markets, Africa, Latin America, USA).
Participants: 14,200 consumers using online methodology with representative sampling by CINT.
Expansion: Includes 8 additional countries and expanded to 7 new topics compared to the 2020 study ("Post Covid Consumer Behaviour").

Key Areas Explored

Responsible Brands
Media Consumption
Metaverse
E-commerce Growth
Cryptocurrency Usage
Travel Tourism

Global Findings

Influencer Impact: Countries like Brazil and Kenya showed higher influencer purchasing power. Spain and Italy had the least interest.
Online Shopping Adoption: Latin America reported the highest increase in online shopping. Notably, half in Ivory Coast did not increase online purchases.
E-commerce Preferences: Consumers across Latin America and parts of Europe favored online purchases for travel tickets, clothes, and shows.

European Insights

Advertisement Influence: TV commercials dominated in Europe, while outdoor ads were least impactful.
Generational Gap in Influencers: Younger generations (Gen Z) most influenced by influencers. Europe saw a double-digit decline in influencer-driven purchasing among seniors.
Country-Specific Trends: UK showed higher online adoption for younger demographics. France reported TV advertisements as the most influential, while Spain saw high Gen Z social media influence.

Other Regions

Africa: Maghreb highlighted data sharing comfort. Sub-Saharan Africa saw specific income-based purchasing patterns, with low-income individuals favoring second-hand goods.
North America (US): Higher comfort for clothes & fashion online compared to medicine and make-up.
Latin America (LATAM): Strong online adoption for clothes & fashion, lowest interest in groceries. Gen Z showed highest willingness for second-hand products.

Key Conclusions & Implications

Digital Transformation: Significant shift to online shopping globally.
Influencer Marketing: Stronger in some regions than others, prioritized by Gen Z.
Media Channels: TV ads still preferred, though digital and social media continue growing.
Country/Region-Specific Strategies: Crucial for customized campaigns tailored to demographics, income levels, and cultural norms.

This research highlights evolving consumer preferences and underscores the need for businesses to digitally adapt, monitor regional differences, and leverage influencer marketing effectively.

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