Feedvisor-2019年亚马逊消费者购物研究报告（英文）-2019.9-33页_1mb

2019 Amazon Consumer Behavior Report Summary

Core Content

The 2019 Amazon Consumer Behavior Report, based on a survey of 2,000+ U.S. consumers who have shopped on Amazon in the last two years, highlights the evolving role of Amazon in the e-commerce landscape. The report outlines key trends in consumer behavior, emphasizing the growing influence of Amazon as a central platform for online shopping, the importance of Prime membership, and the increasing use of technology like voice-activated devices and personalized advertising.

Main Points

• Amazon's Dominance in E-Commerce: By the end of 2019, Amazon is projected to hold 52.4% of the U.S. e-commerce market share, up from 48% in 2018. It is responsible for over 5% of all U.S. offline and online sales.

• Prime Membership Growth and Value: Over 55% of surveyed consumers are Prime members, with 48% of them making purchases once a week or more. Prime members are more loyal and higher-value consumers, with 96% stating they are more likely to buy from Amazon than other e-commerce sites.

• Shopping Frequency and Demographics:

  • Over 58% of consumers make online purchases at least once every few weeks.
  • 18% make purchases at least a few times a week.
  • Younger consumers (ages 18-32) are more frequent online shoppers and more likely to use voice-activated devices.
  • Consumers under 40 are more likely to use voice-activated devices and engage with Amazon ads and personalization features.

• 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, with 50% of Prime members owning one.
  • 40% of consumers have used a VAD to order a product.
  • 67% of consumers who have used a VAD are open to using it for shopping in the future.

• Search and Purchase Behavior:

  • 66% of consumers start their product search on Amazon.
  • 74% go to Amazon when ready to buy a specific product.
  • 82% check product prices on Amazon before making a purchase.
  • 79% check product reviews on Amazon before purchasing.

• Ad Engagement and Effectiveness:

  • 43% of consumers have clicked on an Amazon ad while browsing the web, with Google being the top source.
  • 35% of consumers have clicked on an Amazon ad while shopping on the platform.
  • 37% of those who clicked on an Amazon ad made a purchase.
  • Prime members are more likely to find Amazon ads helpful, with 69% of daily shoppers finding them useful.

• Personalization and Add-On Purchases:

  • 45% of consumers notice product suggestions on Amazon detail pages.
  • "Frequently Bought Together" is the most popular type of ad from product pages, with 48% of consumers clicking on it.
  • Personalized ads and product recommendations are key drivers of add-on purchases.

• Consumer Trust and Satisfaction:

  • 95% of consumers are satisfied with Amazon’s search results.
  • 82% of consumers consider price as a very important factor when selecting a product.
  • Only 6% of consumers do not trust Amazon's ads, showing strong brand trust.

Key Insights

• Amazon's role as a central hub for online shopping is increasing, with consumers relying on it for product discovery, price checking, and purchasing.
• Prime membership is a critical factor in consumer behavior, with members more likely to shop frequently, use the platform for all stages of the buying journey, and engage with ads and product suggestions.
• Younger generations are more likely to adopt new technologies such as VADs and are more active in using Amazon's personalized features.
• Price remains the most significant factor influencing purchase decisions, especially among lower-income and younger consumers.
• Search optimization is essential for visibility, as 44% of consumers do not go past the second page of search results, and 26% frequently buy the first product listed.

Conclusion

The report underscores Amazon's continued dominance in the U.S. e-commerce market, driven by its focus on customer experience, convenience, and personalization. Retailers and brands must adapt to these trends by optimizing product listings, leveraging Prime eligibility, and utilizing voice and ad technologies to enhance consumer engagement and conversion. The data also highlights the importance of understanding demographic differences and tailoring strategies accordingly to succeed in the competitive Amazon marketplace.