NAB-2018年体验经济洞察报告（英文）-2018.5-10页

报告摘要

NAB SPECIAL INSIGHT REPORT: THE 'EXPERIENCE ECONOMY'

Core Content

The NAB Special Insight Report explores the concept of the 'Experience Economy' and how it is reshaping consumer behavior in Australia. It highlights the increasing shift from purchasing goods to engaging in experiences, driven by the digital age and the growing influence of social media.

Main Points

Shift in Consumer Spending: Australians are spending less on buying things and more on doing things. This trend is supported by social media, where experiences are shared more frequently than purchases.
Definition of the Experience Economy: The term was first introduced in a 1998 Harvard Business Review article, predicting a new economic era where businesses must create memorable events for customers. The experience itself has become a key differentiator.
Consumer Preferences in Experiences: Entertainment, food, and leisure activities are among the most valued experiences. Restaurants, cinemas, and holidays (both local and overseas) were rated most positively by consumers.
Gender and Age Differences: Women generally rated their experiences more positively than men, except in the case of sporting events. Millennials and younger age groups were more engaged with experiences and more likely to share them online.
Shopping Habits: Physical stores, especially discount department stores, major supermarkets, and discount chemists, remain the most visited. Online marketplaces like Amazon and eBay are gaining traction, especially among early adopters.
Retail Experience Ratings: Physical retail stores scored higher than online ones in overall experience. However, online marketplaces were the highest-rated online format. Factors like 'good value for money', convenient location, and friendly staff were most valued, while personalization and store layout were less important.
Consumer Expectations: Only 5% of Australians prefer to shop online, and 7% want an omni-channel experience. This suggests that physical stores still hold a strong position in the market, but businesses must innovate to enhance the in-store experience.

Key Information

Survey Data: Over 2,000 Australians were surveyed on their experiences with various businesses.
Positive Experience Ratings:
- Restaurants: +78
- Movies and cinema: +77
- Australian holidays: +77
- Overseas holidays: +71
Least Positive Experience Ratings:
- Participating in a sporting event: +37
- Theme and amusement parks: +49
- International sporting events: +50
Social Media Sharing: Australians are more likely to share experiences online than purchases. The average score for sharing experiences was 3.7 (out of 10), compared to 2.8 for purchases.
Top Retail Stores by Customer Value: Kmart, Woolworths, Coles, Myer, JB Hi Fi, Target, Aldi, Big W, David Jones, Bunnings, Harvey Norman, Chemist Warehouse, and IGA were most frequently cited as meeting customer expectations.

Summary of Consumer Preferences

What Consumers Value Most in Physical Retail Stores:

Good value for money: 54%
Convenient location: 37%
Friendly and knowledgeable staff: 33%
Lowest prices overall: 30%
Good variety of things: 30%

Gender Differences in Value:

Women: Placed higher value on 'good value for money', 'friendly staff', and 'convenient location'.
Men: Prioritized 'easy to get in and out quickly' and 'quality products'.

Age Group Differences in Value:

Over 50s: Emphasized 'good value for money', 'friendly/knowledgeable staff', and 'location/convenience'.
18-29 year olds: Focused on 'good variety' and 'sales/promotions'.
Mid-aged (30-49): Valued 'good variety' and 'sales/promotions' more than older consumers.

Conclusion

The report underscores that while the experience economy is gaining momentum, traditional retail formats still hold significant value for consumers. Businesses must focus on delivering high-quality, value-driven in-store experiences and adapt to the digital landscape to remain competitive. The role of social media in shaping consumer behavior and influencing purchasing decisions is also highlighted as a key trend.

Contact Authors

Alan Oster
Group Chief Economist
Alan.Oster@nab.com.au
+613 8634 2927
Dean Pearson
Head of Behavioural & Industry Economics
Dean.Pearson@nab.com.au
+613 8634 2331
Robert De Iure
Senior Economist - Behavioural & Industry Economics
Robert.De.lure@nab.com.au
+613 8634 4611
Brien McDonald
Senior Economist - Behavioural & Industry Economics
Brien.McDonald@nab.com.au
+613 8634 3837
Steven Wu
Economist - Behavioural & Industry Economics
Steven.A.Wu@nab.com.au
+613 9208 2929