DMI-买家想要什么：消费者报告（英文）-2019.9-35页_4mb

DMI Consumer Survey Summary: What Buyers Want

Core Content

DMI's annual consumer survey highlights the evolving landscape of retail and shopping behavior, emphasizing the continued importance of in-store experiences despite the rise of e-commerce and Amazon's dominance. The survey, based on responses from 1,530 U.S. adults, explores how consumers interact with retail across multiple channels and the role of technology in shaping these interactions.

Main Findings

The State of Connected Commerce

• 88% of respondents made in-store purchases in the past month, compared to 59% online and 38% via retailers' mobile apps.
• 49% of respondents cited Amazon as the top source for learning about new products, surpassing social media and search engines.
• 34% of survey respondents have encountered AI in customer service, with 54% expressing satisfaction or very high satisfaction.
• 51% of respondents prefer to buy online and pick up in-store, indicating the rise of hybrid shopping models.
• 73% of respondents preferred store visits for communication with brands, over email and phone calls.

Enhancing the Consumer Experience

• 73% of survey responses indicated convenience as the top reason for impulse purchases, while 65% for researched purchases.
• 31% of consumers found shipping discounts as the most appealing loyalty program feature, followed by rewards and price comparisons.
• 49% of respondents first learned about products through search engines, showing the critical role of online discovery in retail.
• 45% of respondents said social media helped them find interesting products in the past three months, signaling the growth of social commerce.

Optimizing the Path to Purchase

• 42% of consumers prefer mobile devices for browsing, compared to 30% for in-store and 28% for desktops.
• 30% of survey responses indicated that product reviews were the most influential in making a purchase, followed by product details and price comparisons.
• 21% of respondents said social media was the best way to learn about products for the first time, though this is less than search engines.
• 76% of respondents preferred in-store interactions for customer support, highlighting the enduring value of physical retail.

Key Insights

• Convenience and cost savings are central to consumer shopping behavior, with 73% of impulse purchases and 65% of researched purchases driven by convenience.
• Amazon Prime membership is a strong indicator of digitally engaged consumers. Prime members are 45% more likely to use mobile apps, 86% more likely to use mobile in-store, and 208% more likely to shop online weekly.
• AI is at an inflection point in retail, with 54% of users satisfied with AI-driven customer service, though 70% still prefer human interaction for empathy and understanding.
• Mobile commerce is becoming increasingly integrated with in-store shopping. 58% of survey participants used their smartphones in physical stores to find products, learn more about them, or make purchases.
• Shipping deals are a powerful loyalty driver, with 87% of consumers finding free shipping appealing or very appealing.

Actionable Takeaways

• Retailers must build holistic shopping experiences that blend in-store, mobile, and online channels.
• Content and product knowledge are more influential than price in purchase decisions, especially for researched buys.
• AI and automation can enhance efficiency and speed, but they must be complemented by human support to maintain trust and satisfaction.
• Social commerce is growing, with 45% of consumers using social media to discover products.
• Mobile-first strategies are essential, but desktop and in-store still play a significant role in the purchase journey.

Survey Methodology

• The survey asked 1,530 U.S. adults about their shopping behaviors, with two-thirds having a family income below $100,000 per year.
• 57% of respondents used Android devices, and 43% used iOS.
• The survey included questions about shopping habits, product discovery, customer service preferences, and loyalty program engagement.

Conclusion

Despite the growing influence of e-commerce and Amazon, in-store retailing remains a vital part of the consumer experience, with a strong emphasis on convenience, personal service, and a seamless integration of digital and physical shopping. Retailers must adapt by leveraging AI, enhancing mobile experiences, and building loyalty through shipping deals and content-driven engagement. The future of retail lies in connected commerce and omnichannel strategies that meet consumers where they are, whether online, on mobile, or in-store.