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市場調查報告書

對技術精通的購買者:美國成人消費者的購買行動

Tech Forward Shoppers: A Retailer's Dream

出版商 Mercator Advisory Group, Inc. 商品編碼 916470
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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對技術精通的購買者:美國成人消費者的購買行動 Tech Forward Shoppers: A Retailer's Dream
出版日期: 2019年11月13日內容資訊: 英文
簡介

本報告依據美國的成人消費者的購買行動的線上調查的結果,提供經由實體商店、線上、行動的購買模式,技術對購買行動、參加忠誠度計畫的影響,熟悉技術的購買者和一般購買者的行動比較等彙整資料。

調查內容的亮點

  • 熟悉技術的消費者: 與一般購買者比較,多樣廣泛的購買行動
  • 熟悉技術的購買者:忠誠度計畫的參與傾向高
  • 熟悉技術的購買者:不僅對支付,在消費體驗整體上活用著智慧型手機
  • 忠誠度計畫參加者的約半數:對該商店的造訪頻率高的傾向
  • 忠誠度計畫參加者的約半數:在該商店的支付額高的傾向
目錄

Mercator Advisory Group's latest Primary Data report, Tech Forward Shoppers: A Retailer's Dream is the based on the company's 2019 Buyer PaymentsInsight Survey (formerly Customer Merchant Experience Survey). The online survey of 3,000 U.S. adult consumers, which was conducted in March 2019, explores consumers' merchant experiences as they shop in-store, online, and via mixed channels. The survey was designed with the goal of defining and highlighting consumer expectations for optimal experiences with merchants.

This third report of three on the survey's findings looks more specifically at the emerging behavior patterns of customers as they shop in-store, online, via mobile. The report's analysis of the findings offers insights into how consumers shop, how their attitudes toward technology impact their shopping behavior, and how loyalty program membership drives the way they shop.

Peter Reville, Director, Primary Research Services, Mercator Advisory Group , the author of this report comments, "It's not new news that technology has been changing the way consumers shop, but in this report we take a look into how consumers research, shop, and buy through the lens of those who are more technologically savvy and we compare them to those who are not. We believe that these cutting-edge consumers are a harbinger of the way most consumers will shop in the future."

One of the exhibits included in this report:

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Among the findings highlighted in this survey report:

  • Tech forward consumers are active shoppers. Compared to other shoppers they shop at a broader repertoire of merchant verticals.
  • Tech forward shoppers are also more likely than others to participate in merchant loyalty programs.
  • They are more likely to employ their smartphones in the entire shopping experience, not just to pay.
  • Roughly one-half of those who participate in a retailer's loyalty program report that they visit that retailer more frequently as a result of being a member
  • Similar proportions report spending more at retailers where they have loyalty program memberships.
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