Feedvisor-2019年亚马逊消费者购物研究报告（英文）-2019.3-33页_1mb

2019 Amazon Consumer Behavior Report Summary

Core Content

The 2019 Amazon Consumer Behavior Report is based on a survey of 2,000+ U.S. consumers who have shopped on Amazon in the last two years. It provides insights into online shopping habits, preferences for Amazon, and the impact of Amazon Prime and advertising on consumer behavior. The report highlights how Amazon has become a central part of the e-commerce ecosystem, with a strong focus on customer experience, personalization, and convenience.

Main Viewpoints

• Amazon's Dominance in E-Commerce: Amazon holds a significant share of the U.S. e-commerce market, projected to reach 52.4% by the end of 2019. It is the primary platform for product search and purchase, with 89% of consumers more likely to buy from Amazon than other e-commerce sites.

• Prime Membership Growth and Influence: Over 55% of consumers are Prime members, with 48% of them shopping at least once a week. Prime members are more loyal and frequent buyers, and 96% of them are more likely to buy from Amazon than other e-commerce websites.

• Consumer Shopping Frequency:

  • 58% of consumers buy online at least once every few weeks.
  • 18% make purchases a few times a week.
  • 37% of non-Prime members shop only a few times a year.
  • 85% of consumers aged 18-32 buy online at least a few times a week.
  • 37% of consumers in the same age bracket make daily or almost daily purchases.

• Device Usage for Purchases:

  • 65% of consumers use a desktop most frequently for purchases.
  • 26% use a smartphone.
  • Prime members are more likely to use desktops than smartphones for shopping.

• Voice-Activated Devices (VADs):

  • 36% of consumers own a VAD.
  • 58% of those aged 27-32 own a VAD.
  • 50% of those earning over $150K own a VAD.
  • 40% of all consumers have used a VAD to order a product.
  • 67% of consumers who own a VAD would consider using it for shopping in the future.

• Search Behavior:

  • 66% of consumers start their search for new products on Amazon.
  • 20% start on a search engine like Google.
  • 74% of consumers go directly to Amazon when ready to buy a specific product.
  • 44% of consumers scroll through two pages or less of search results.
  • 26% frequently buy the first product listed on an Amazon search results page.

• Price and Product Consideration:

  • Price is the most significant factor in product selection, with 82% of consumers citing it as very important.
  • 82% of consumers read full product descriptions before purchasing.
  • 77% of consumers read product reviews, with 92% trusting them.

• Advertising Impact:

  • 43% of consumers have clicked on an Amazon ad from the web, with Google being the top referrer.
  • 35% of consumers have clicked on a product ad while browsing Amazon.
  • 48% of consumers clicked on the "Frequently Bought Together" ad type.
  • 37% of those who clicked on an ad went on to purchase the item, with younger and more frequent shoppers being more likely to do so.
  • 60% of daily or near-daily Amazon shoppers find ads helpful.

• Loyalty and Future Intentions:

  • 95% of current Prime members are likely to keep their membership.
  • 26% of non-Prime members are likely to join in the future.
  • 58% of non-Prime members who shop daily or almost daily are likely to join Prime.

Key Information

• Prime Eligibility is a major factor in product selection, with 67% of consumers citing it as important.
• Amazon's search engine is highly trusted, with 95% of consumers satisfied with the results.
• Product descriptions and reviews are critical in influencing purchase decisions.
• Mobile usage is growing, but desktop remains the preferred device for purchasing.
• Voice-activated devices are becoming more mainstream, with eMarketer predicting 23 million U.S. users by the end of 2019.
• Personalization features, such as "Frequently Bought Together", are effective in driving add-on purchases.
• Advertising plays a key role in consumer discovery, with Sponsored Products being the most common ad type.
• Customer experience and convenience are the main drivers of consumer loyalty to Amazon.

Conclusion

The report underscores that Amazon has become an essential part of daily consumer life, with Prime membership being a key differentiator. Younger consumers and frequent shoppers are more engaged with the platform, its ads, and voice technology. As the e-commerce landscape evolves, retailers and brands must adapt to these trends by optimizing product listings, leveraging advertising, and enhancing the overall shopping experience across all devices and channels.