YouGov-美国消费者对个性化的感知报告（英文）-2018.9-18页-2mb

Summary of "Made to Order" Report

Core Content

This report provides an in-depth analysis of US consumer perception towards personalization, focusing on the growing interest in customized products and services across various industries. It explores who personalizes, why they do it, and how brands can effectively reach them.

Main Reasons for Personalization

• To design a product to meet a specific need (e.g., materials, size, duration)
• To identify a product as “belonging to me”
• To design something just for fun
• To feel pride in creating/designing something
• To demonstrate creativity
• To stand out from others

Who Personalizes?

• General Personalizers: 26% of Americans have personalized a product before.
• Gifters: 8% of Americans have personalized a product for someone else. Gifters make up 28% of personalizers and are more willing to pay for premium personalization (52%).
• Avid Fans of Personalization: 10% of Americans consider personalization a top interest.

Characteristics of Personalizers

• More likely to be younger, pursue higher education, and have discretionary income.
• More inclined to pay a premium for personalized products.
• Tend to be social, outgoing, and optimistic.
• Frequent movie theaters, listen to online radio, and play console games.
• Use smartphones heavily and watch live streams regularly.

How to Reach Personalizers

• Media Preferences: Personalizers are more receptive to radio and social media.
• Attitudes: They value quality and are willing to pay extra for it. They also notice radio ads more than other media.
• Strategies: Brands can use live streaming and social media to engage with this group. Emphasizing the value and quality of the product can help convert potential customers into actual buyers.

Industry Insights

Apparel and Footwear

• Personalizers: 26% of Americans have personalized clothing or footwear.
• Demographics: Younger consumers, especially those interested in current trends.
• Behaviors:
  • 53% keep up with current fashion trends.
  • 40% spend a lot on clothes.
  • 44% like to stand out.
  • 44% know new and emerging music artists.
  • 25% favor NFL as their favorite sports league.
• Fashion Preferences: They seek to stay trendy while maintaining personal identity.

Vacation and Travel Services

• Personalizers: 26% of Americans have personalized travel services.
• Demographics: Older consumers, especially those over 50, are more likely to personalize travel.
• Behaviors:
  • 32% consider personalization a top interest.
  • 29% personalize to meet a specific need.
  • 30% are likely to go on a cruise next year.
  • More likely to use airline and hotel loyalty programs.
  • Value overall value for money and are more financially conservative.

Key Findings

• The personalization economy has grown significantly over the last three years, with demand increasing from 17% to 26%.
• There is a core group of consumers who are dissatisfied with standard products.
• Consumer interest in personalization continues to grow due to its perceived value and the willingness to pay for premium personalization.
• Different industries attract different types of personalizers, with apparel and footwear appealing to younger, trend-conscious consumers, while travel services attract older, more financially conservative individuals.
• Gifters are more concerned with speed and convenience than brand loyalty.
• Avid fans of personalization can be reached through television ads with a call to action for online exploration.

Conclusion

Personalization is becoming an essential part of consumer experience and brand strategy. By understanding the motivations, behaviors, and media preferences of different personalizer segments, brands can better position themselves to meet consumer demands and create meaningful connections. Personalization is not just a trend but a transformative tool that can turn products into unique, shared experiences.

About YouGov

YouGov provides detailed audience segmentation and brand tracking through its Plan & Track service, which combines YouGov Profiles and BrandIndex. It offers fast turnaround survey results (as quickly as 24 hours) and custom research tailored to specific industries and market needs.