Qualtrics-2021年全球消费者报告（英文）-2021.5-59页_14mb

2021 Global Consumer Trends Summary

Core Content

The 2021 Global Consumer Trends report, produced in partnership with Qualtrics and the XM Institute, explores how consumer behavior has evolved in the wake of the pandemic and what this means for businesses. The report emphasizes the importance of adapting to new digital realities, understanding consumer experience, and preparing for the future rather than recreating the past.

Main Findings

1. Post-Pandemic Consumer Behavior

• The pandemic has permanently shifted consumer behavior, with many activities now conducted online.
• Consumers have adapted to new ways of living, including virtual socializing, online shopping, and digital services.
• Businesses must anticipate changing needs and prepare for a more digitally integrated world.

2. Digital Transformation Accelerated

• Over 75% of consumers started new online activities during the pandemic.
• The shift from offline to online was most pronounced in emerging markets, where digital adoption increased significantly.
• Activities like online banking, online shopping, and online customer service saw increased use, while some in-person activities like religious services and communal exercise classes saw a decline in expected online participation.

3. Consumer Experience as a Priority

• Satisfaction, trust, and advocacy are key metrics that define consumer experience.
• These metrics are interdependent and strongly influence loyalty and future purchasing decisions.
• A negative experience can drastically change consumer opinions and future behavior.

4. Regional and Cultural Differences

• There are clear regional differences in how consumers engage with digital services.
• India led in the adoption of new online activities, with 30% of consumers using online services for the first time.
• Japan and Philippines had lower adoption rates due to higher pre-pandemic digital literacy and familiarity.
• Spain, Germany, and the UK showed less interest in online alternatives for emotional and social activities, preferring in-person interactions.

5. Key Consumer Preferences

• Product quality is the top priority for 16 out of 18 countries, with 43% of consumers citing it as the most important factor.
• Customer service is also a significant differentiator, with 23% of consumers preferring companies that treat them well.
• Low prices are important in some regions, particularly in Western nations like Canada, the UK, and Australia.
• Corporate social responsibility is increasingly valued, with 16% of consumers preferring companies that do good for society.

6. Trends in 2021 and Beyond

• Online streaming is expected to continue growing, especially in countries with lower pre-pandemic digital adoption.
• Education is likely to remain a mix of online and offline, with emerging markets more inclined towards online learning.
• Omni-channel experiences are essential for businesses to meet consumer expectations across all touchpoints.

Key Recommendations

• Listen to consumers: Provide multiple channels for feedback and insights.
• Use behavioral targeting: Tailor customer journeys to improve engagement.
• Leverage AI for analytics: Utilize advanced data tools to keep up with the pace of consumer insights.
• Embed XM into operations: Make Experience Management (XM) a core discipline across all functions and departments.
• Adopt journey-centric analysis: Understand and analyze consumer behavior holistically across all channels.

Consumer Experience: Why It Matters

• Consumer experience encompasses all interactions with a brand, from product use to marketing and corporate values.
• It is not just about satisfaction but also about building trust and encouraging advocacy.
• Organizations that prioritize consumer experience will see higher loyalty, greater revenue growth, and increased advocacy.

Conclusion

• Businesses must not assume that consumer behavior will return to pre-pandemic norms.
• They should focus on digital transformation, customer-centric strategies, and continuous experience management to stay relevant and competitive.
• Understanding and adapting to the diverse needs of consumers across different segments and regions is critical for long-term success.