DMI-买家想要什么_消费者报告（英文）-2019.9-35页_6mb

DMI Consumer Survey Summary: What Buyers Want

Core Content Overview

DMI's annual consumer survey highlights the evolving landscape of retail, emphasizing the continued importance of in-store experiences while acknowledging the significant influence of Amazon and the rise of AI and mobile commerce.

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 place to learn about new products, surpassing social media and search engines.
• 34% of survey participants have encountered AI in customer service, with 54% expressing satisfaction.
• 51% of consumers prefer to buy online and pick up in-store, indicating a growing trend of hybrid shopping.

Enhancing the Consumer Experience

• 73% of buyers prioritize convenience, especially for impulse purchases.
• 31% of consumers find shipping discounts the most appealing loyalty program benefit.
• 49% of shoppers use search engines as their primary source of product information, with social media and review sites also playing a significant role.
• 45% of consumers found social media helpful in discovering products in the past three months, surpassing search engines.

Optimizing the Path to Purchase

• 42% of consumers prefer mobile devices for browsing, while 30% choose in-store and 28% use desktops.
• 76% of respondents found store visits more satisfying for brand communication than email or phone calls.
• 21% of respondents named social media as the best way to learn about products for the first time, highlighting the shift in awareness channels.

Key Insights

In-Store Still Dominates

• Despite the rise of e-commerce, 88% of respondents still prefer in-store shopping.
• 44% of shoppers buy mostly in-store, while 27% prefer online.

Amazon's Influence

• 55% of respondents are Amazon Prime members.
• Amazon Prime members are 45% more likely to use mobile apps and 86% more likely to use mobile in-store.
• Amazon is seen as a major competitor due to its free shipping, rapid delivery, familiar purchase experience, and customer service.

AI in Retail

• AI is at an inflection point, with 54% of those who used it being satisfied or very satisfied.
• 70% of consumers prefer human interaction for empathy, while 44% believe AI is faster.
• 59% of consumers think AI is not as helpful as human employees.
• Retailers should integrate AI with human oversight to enhance customer service and trust.

Mobile Commerce

• 58% of survey participants use mobile devices in physical stores to find products, learn more, or make purchases.
• 24% prefer PayPal for mobile payments, which speeds up transactions.
• Retailers should focus on streamlining the checkout process and providing a seamless mobile experience to compete with Amazon.

Consumer Preferences

Factors Influencing Purchases

• Convenience is a top factor for both researched and impulse purchases.
• Product details and price comparisons are the most important for both types of purchases.
• Reviews and shipping deals also play a key role in consumer decision-making.

Loyalty Program Appeal

• 87% of consumers value free shipping.
• 80% find shipping discounts and reward programs appealing.
• 77% appreciate guaranteed delivery and faster customer service.

Survey Methodology

• 1,530 U.S. adults were surveyed.
• Two-thirds had a family income below $100,000.
• 57% owned an Android smartphone, and 43% used iOS.
• 57% lived in Southeast, Southwest, and West regions.
• Questions excluded purchases from grocery stores, pharmacies, and ride-sharing services.

Demographic Breakdown

• Gender and age were included in the survey.
• Income and residence data were collected to understand consumer behavior across different demographics.

Conclusion

The survey underscores that while e-commerce is growing, in-store shopping remains a preferred method for many consumers. Retailers must integrate mobile, online, and in-store experiences to meet evolving customer expectations. Amazon's influence is undeniable, but in-store experiences still hold strong. AI and mobile commerce are reshaping the retail landscape, and retailers must balance automation with human interaction to build trust and convenience.