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技術に精通した購買客:米国成人消費者の購買行動

Tech Forward Shoppers: A Retailer's Dream

発行 Mercator Advisory Group, Inc. 商品コード 916470
出版日 ページ情報 英文
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=109.90円で換算しております。
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技術に精通した購買客:米国成人消費者の購買行動 Tech Forward Shoppers: A Retailer's Dream
出版日: 2019年11月13日 ページ情報: 英文
概要

当レポートでは、米国の成人消費者を対象に購買行動についてオンライン調査を行った結果から、実店舗・オンライン・モバイル経由での購買パターン、購買行動・ロイヤルティプログラム参加に対する技術の影響、技術に詳しい購買客と一般の購買客との行動の比較などをまとめています。

調査内容のハイライト

  • 技術に詳しい消費者:一般の購買客と比較し、多様で広範な購買行動
  • 技術に詳しい購買客:ロイヤルティプログラムへの参加傾向が高い
  • 技術に詳しい購買客:支払いだけに限らず、ショッピングエクスペリエンス全体においてスマートフォンを活用している
  • ロイヤルティプログラム参加者の約半数:当該店舗への訪問頻度が高い傾向
  • ロイヤルティプログラム参加者の約半数:当該店舗での支払い額が高い傾向
目次

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:

image1

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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