普華永道：2020年全球消費者洞察調查報告- （英文版）（25頁）.pdf

1、The consumer transformed Changing behaviours are accelerating trends along a reinvented customer purchase journey Global Consumer Insights Survey 2020 2 PwC Global Consumer Insights Survey 2020 The technology and science writer William Gibson once wrote, “The future is already here its just not even

2、ly distributed.” Gibsons point is that the future isnt the same, or doesnt arrive at the same pace, for everyone. At PwC, we believe the implication of Gibsons words is that with the right tools and talent, companies can meet market disruption head-on and Reinvent the Future for their own particular

3、 organisation. And for companies that cater to the end consumer, the future is arriving more quickly than anyone imagined just a few short months ago, accelerating digital trends that had already been transforming consumer behaviour. Businesses need to understand how this new world affects all their

4、 touch points with the customer if they are to actively reinvent their own future and not be at the mercy of external events. The coronavirus pandemic, for example, has accelerated the pace of behavioural changes around the world how people work, eat, communicate, play and learn. And this extends to

5、 consumption patterns, too, in every category, including groceries, entertainment, healthcare and even data. Its important for B2C companies of all kinds to understand the degree to which the current customer journey has already changed, and just how different it might still become. In this years Gl

6、obal Consumer Insights Survey PwCs 11th consecutive survey of global consumers we polled city dwellers on their purchasing behaviour in two separate studies, one before and one after the coronavirus outbreak (see figure 1, next page). Why urban consumers? Because billions of people worldwide live in

7、 cities, and this concentration has created a new era in global consumption. Cities are vibrant centres of education and innovation, seedbeds and greenhouses for new ideas. And theyre where economic activity happens. The World Bank notes that 80% of global GDP is generated in cities. We want to unde

8、rstand, first, the behaviour of these cutting-edge consumers and, second, the implications for businesses. 3 PwC Global Consumer Insights Survey 2020 Figure 1 About the Global Consumer Insights Survey 2020 19,098 respondents 27 territories 74 cities 4,447 respondents 9 territories 35 cities After an

9、alysing the results of PwCs consumer survey data, along with other third-party research, weve developed four foundational insights that align with questions you should be asking about how recent consumer behavioural changes have affected different phases of the customer purchase journey. These quest

10、ions and insights will help you understand just how much your relationship with consumers could change in the months and years ahead as you reinvent the future of your company. After COVID-19 outbreakBefore COVID-19 Participants in the survey conducted before COVID-19: Australia, Brazil, Canada, Chi

11、na, France, Germany, Hong Kong SAR, Hungary, India, Indonesia, Ireland, Japan, Malaysia, Mexico, Middle East, Netherlands, Philippines, Russia, Singapore, South Africa, South Korea, Spain, Thailand, Turkey, UK, US, Vietnam Participants in the survey conducted after the COVID-19 outbreak: China, Fran

12、ce, Germany, Italy, Middle East, Netherlands, Spain, Sweden, UK 4 PwC Global Consumer Insights Survey 2020 Question 1: How robust will the market be for my goods or services? Insight 1: Expect market volatility and price sensitivity Expect market volatility and price sensitivity Customers buying hab

13、its will become more volatile Price and value will become paramount Consumer experience must be rooted in safety and accessibility Customers will need an experience that reinforces safety They will want experiences that can be great anywhere 12 Digital engagement will be robust and diversified Youll

14、 have to get the balance right between digitisation and the traditional store format Consumers will experiment with and accelerate new channels, such as mobile and online grocery Networks are strong and customers are ready to take advantage of 5G Customers will become longtime advocates if you prior

15、itise care, well-being and innovation Customers will want you to show consideration for their well-being in the products and services you offer Theyll expect you to make sustainable, ethical choices that recognise stakeholders as much as shareholders Theyll need innovations that solve traditional pa

16、in points 34 Customer purchase journey insights The COVID-19 situation has deeply affected urban consumers views on spending. Before the outbreak, consumer confidence was sky-high, with almost half (46%) of our survey respondents saying they expected to spend more in the next 12 months. When we reac

17、hed back out to people after the outbreak had begun, 40% reported a decrease in income as a result of job loss or redundancy. In addition, the percentage of those who said they were going to spend less in the next few months almost doubled, and the number who said they were going to spend more dropp

18、ed by more than 10 percentage points (see figure 2). 5 PwC Global Consumer Insights Survey 2020 Figure 2 Spending outlook shifts as job losses mount Question, 2019: In terms of your personal spend for the next 12 months, do you expect to Note before COVID-19: 4% of those who said spend less said the

19、y are already holding back spending. 3% stated dont know. Base: 19,098 Question, 2020: As a result of the COVID-19 (coronavirus) situation, how do you expect your household spend to change over the next few months? Base: 4,447 Source: PwC, Global Consumer Insights Survey 2020 Percentage of consumers

20、 who say theyll spend less has almost doubled40% of global consumers have experienced a drop in income due to job loss 33% 46% 32% 33% Spend the same Spend more Spend less 36% 19% Spend less leaders Spain 56% UK 43% Italy 42% Spend more leaders Middle East 49% China 43% France 39% n After COVID-19 o

21、utbreak n Before COVID-19 An increase in household bills (e.g., food, home heating, electricity) A decrease in household income due to redundancy/loss of job/ reduction in hours A decrease in household income due to illness/caring for others 41% 40% 8% 18% have experienced a decrease in income and a

22、n increase in household bills Base: 4,447 Source: PwC, Global Consumer Insights Survey 2020 Question: Which, if any, of the following have you experienced as a result of the current COVID-19 situation? 6 PwC Global Consumer Insights Survey 2020 As time since the first harried days and weeks of the p

23、andemic passes, however, evidence suggests consumers are becoming more optimistic. The global consumer confidence index published by US-based business research firm The Conference Board showed its steepest ever two-month drop between its February and April surveys, but its May 2020 index showed that

24、 the percentage of people who expected business conditions to improve over the next six months increased from 39.8% to 43.3%, and those expecting business conditions to worsen decreased from 25.1% to 21.4%. In its June 2020 index, those expecting business conditions to worsen declined again, from 21

25、.4% to 15.3%. Our own COVID-19 consumer study shows that the spending outlook is more positive in countries where isolation measures are being lifted, such as China and the Middle East. Before isolation measures were put in place, urban consumers were opening their wallets for travel, dining out, ar

26、t and cultural events, personal styling, health and wellness, nightlife and entertainment, and sporting events. Travel and dining out were two of the top three ways city dwellers spent disposable income, with 44% and 41% of respondents choosing those categories, respectively. But since the outbreak,

27、 people are spending the most on groceries, in-place entertainment and home projects. For food items, theyre making fewer shopping trips 45% say they are shopping less often for groceries but filling up bigger baskets. For most nonfood items, consumers are buying online and, with the exception of en

28、tertainment and media, spending significantly less (see figure 3). Clothing and footwear Countries indicating the biggest decrease in spending: Sports equipment and outdoor Restaurant food pickup/delivery Office equipment Health and beauty products Figure 3 Consumers are spending less in most nonfoo

29、d categories Question: How has your household spending in the following categories changed, if at all, as a result of the COVID-19 (coronavirus) social distancing/ social isolation measures? Percentage shown of those who said “decreased”; excludes those who stated “I do not spend in this category.”

30、Base: 4,447 Source: PwC, Global Consumer Insights Survey 2020 51% 46% 41% 36% 35% Spain 70% Italy 65% UK 60% Spain 61% Italy 57% Middle East 53% Spain 62% UK 58% China 49% Middle East 50% Spain 49% Italy 44% Middle East 45% UK 44% China 42% 7 PwC Global Consumer Insights Survey 2020 Although urban c

31、onsumers are clearly becoming more upbeat, they might not be as resilient as they hope to be, especially as unemployment and household bills increase. City dwellers might decide to get by with fewer discretionary purchases, suggesting a continuation of reduced spending in categories such as clothing

32、 and footwear, travel, and household appliances. To address these issues, companies should: understand what shoppers really value to determine the minimum viable basket the anchor products or services that must be available at all times and prioritised through the supply chain. Then focus assortment

33、s and promotions on this core basket ensure that the supply chain has been recalibrated to maintain delivery of products for this core basket make an effort to understand how customers general priorities are changing to put more weight on price and value, and use this opportunity to re-evaluate thei

34、r relationship with their customers consider new pricing strategies and loyalty programmes in the digital ecosystem to drive and maintain customer engagement. Implications and action items 8 PwC Global Consumer Insights Survey 2020 Question 2: What is the experience Ill need to offer to attract cust

35、omers? Insight 2: Consumer experience must be rooted in safety and accessibility Expect market volatility and price sensitivity Customers buying habits will become more volatile Price and value will become paramount Consumer experience must be rooted in safety and accessibility Customers will need a

36、n experience that reinforces safety They will want experiences that can be great anywhere 12 Customer purchase journey insights Digital engagement will be robust and diversified Youll have to get the balance right between digitisation and the traditional store format Consumers will experiment with a

37、nd accelerate new channels, such as mobile and online grocery Networks are strong and customers are ready to take advantage of 5G Customers will become longtime advocates if you prioritise care, well-being and innovation Customers will want you to show consideration for their well-being in the produ

38、cts and services you offer Theyll expect you to make sustainable, ethical choices that recognise stakeholders as much as shareholders Theyll need innovations that solve traditional pain points 34 9 PwC Global Consumer Insights Survey 2020 Our consumer research before the COVID-19 outbreak showed tha

39、t city dwellers were remarkably devoted to shopping (including in physical stores), travelling and dining out. In fact, in-store visits were the top way of shopping for the past eight years of our consumer research, including this years pre-COVID-19 research, which showed that 47% of our global urba

40、n respondents shopped in-store at least once per week. In the era of COVID-19, however, even in locations where lockdowns have been partially lifted, urban consumers are making fewer shopping trips, patronising restaurants less often and consuming more at-home entertainment. Our second round of rese

41、arch after the pandemic started found: 49% of respondents spending less because of fewer social events and activities 23% lost money due to cancelled events or activities 50% using social media more than before social distancing measures were put in place 56% watching more television than before soc

42、ial distancing measures were activated. For consumers to feel confident enough to return to a semblance of normal physical interactions with retailers, hotels and other consumer-facing businesses, the first thing theyll need is solid assurance that places of business have a plan to make their custom

43、er experience as safe as possible. For example, in a recent PwC survey of US hospitality consumers, respondents said their number one consideration when booking both flights and hotels was “brand trust, including confidence in safety and cleanliness.” 10 PwC Global Consumer Insights Survey 2020 Evid

44、ence that health and safety are top of mind for consumers is everywhere. In our research before the outbreak, when we asked urban consumers to choose their top three reasons for living in their city, they named employment prospects (31%) ahead of safety and security (27%) and healthcare (19%). After

45、 the outbreak, safety and security and healthcare had become just as important to urban consumers as employment prospects, with 49% and 45% of respondents saying so, respectively, compared with 45% for employment. In other words, two of the three top choices were related to well-being. Quality of he

46、althcare was a particularly important factor in Sweden and Spain, where 56% and 53% of our respondents, respectively, named it as a feature of their city that was most important to them. No matter how safe consumer-facing companies make their products, supply chains and physical locations, the reali

47、ty is that many people have gotten used to doing virtually everything at home. Not only has there been a shift to online celebrations for occasions such as graduations and anniversaries, people are also engaging virtually around their interests and activities. For example, when we reached back out t

48、o global urban consumers after the COVID-19 outbreak, 36% said their household spending had increased in the area of entertainment and media, and 26% said their household spending had increased in the combined area of DIY, home improvement and gardening. 11 PwC Global Consumer Insights Survey 2020 I

49、mplications and action items Companies with the technology and imagination to design great experiences in the home or close to home will have a huge advantage, at least in the near term. As more urban consumers begin to step out into their communities, there could be room for blended physical and virtual experiences, too, that make it possible for people to stick close to home. “Youre seeing this a lot now in new developments,” notes Ghaith Shocair, former CEO of Majid AL Futtaim Shopping Malls, a leading mall developer headquarte