GFK-2019年美国营销洞察报告（英文）-2019.8-22页_2mb

报告摘要

GfK FutureBuy® 2019 Summary

Core Content

GfK FutureBuy® 2019 is a comprehensive report analyzing shopper behavior across 27 countries and 18 categories. It provides insights into how consumers make purchasing decisions, their reliance on digital and physical touchpoints, and the influence of emerging technologies on shopping habits.

Main Points

Country Coverage

GfK FutureBuy® 2019 covers a wide range of countries, including:

Argentina
Austria
Australia
Belgium
Brazil
Canada
China
France
Germany
Hungary
India
Indonesia
Italy
Japan
Mexico
Netherlands
Poland
Romania
Russia
South Africa
South Korea
Spain
Sweden
Switzerland
Turkey
UK
USA

Category Coverage

The report includes insights on the following categories:

Personal care (Haircare, Skincare, Cosmetics/Fragrances)
OTC Healthcare
Toys
Clothing/Fashion
Financial Services
Household (Packaged food and beverages, Small home appliances, Major home appliances)
Replacement auto/truck tires

Key Insights

Bricks and Clicks

The rise of omni-channel shopping is evident.
Physical stores still play a significant role in purchasing decisions, especially for fast-moving consumer goods (FMCG).
Online platforms influence more tech-oriented purchases.

Touchpoints

In-store displays and shelf information are highly influential.
Friends and family recommendations rank second.
Online user reviews and expert reviews are also significant.
Social media is a growing influence, especially for younger generations.

Mobile Shopping

Smartphones are central to the shopping experience across all demographics and categories.
Social media is emerging as a key shopping platform.
Barriers to social media shopping include concerns about data security and privacy.

Leading Edge Consumers (LEC)

LECs are more likely to engage with new shopping tools like voice, AR/VR, and visual search.
They rely heavily on the "wisdom of the crowd" and are more engaged with video content and social media.
LECs are more likely to use geo-location features and engage in online activities such as sharing reviews and making returns.

Shopping Behavior by Generation

Millennials are more likely to adopt new shopping modes compared to post-millennials and boomers.
Younger generations are more inclined to write reviews, make returns, and engage in price comparisons and list-making.
Women are more influenced by user reviews and product packaging than men, although store displays are influential across genders.

Concerns About Data Security

A universal concern across all demographics is data security when using mobile payment apps.

Top 5 Shopping Activities

Making a shopping list
Comparing prices
Reading online user reviews
Browsing for coupons/codes
Adding items to cart but not checking out

Price Comparisons and Reviews

Price comparisons, list-making, and user reviews are on the rise.

Key Takeaways

Smartphones are central to the shopping universe, influencing all demographics and categories.
Social media is becoming a major touchpoint, especially for LECs.
In-store displays and shelf information are still highly influential for FMCG products.
LEC behavior is characterized by higher engagement with digital platforms and new shopping technologies.
Data security is a major concern for all shopper profiles.
Younger generations are more active in online shopping, reviews, and returns.
Millennials lead in adopting new shopping modes, while post-millennials and boomers show less interest.

GfK FutureBuy® Insights Offerings

Data Portal Access

Global Access: $25,000 for 1 year portal access to all 27 countries and 18 categories, including webinar training and activation of up to 5 users.
Regional Access: Varies by region, ranging from $8,000 to $15,000.
Individual Market Access: Varies by market, with a base cost of $5,000.
All Access Packages Include: Webinar training and up to 5 users.

Custom Presentations

Customized findings report: $10,000 for a 30-35 page report on one category in one market.
Additional presentations: $5,000 per market for the same category with different markets.