IRi-2018年第四季度电子商务消费者报告（英文）-2019.2-22页.pdf

Joan DriggsVice PresidentContent and Thought LeadershipFebruary 2019CONSUMER CONFIDENCE REFLECTED IN E-COMMERCE GROWTHConsumer Connect Q4 2018每日免费阅读行业报告1、每日星球内分享10+精品报告；2、不定时分享国际投行报告，脱水研报等；3、行业报告均为公开内容，版权归原作者所有，星球仅分享内部学习。扫描右侧二维码即刻加入【行业报告（免费） 】星球（此页只为更多需要行业报告的朋友提供便利，希望不会影响您的阅读，谢谢理解！）© 2019 Information Resources Inc. (IRI). Confidential and Proprietary.2Consumer Connect Q4 2018IRI’s Consumer Connect Survey is published after each calendar quarter and reflects shoppers’ reported economic health, as well as behaviors and attitudes toward purchasing and utilizing CPG and health care products. For the most recent quarter, October – December 2018, we focus on respondents’ e-commerce attitudes and behaviors. To review past Consumer Connect reports, click here.© 2019 Information Resources Inc. (IRI). Confidential and Proprietary.3Executive Summary Consumer confidence has remained favorable over the past several years. Still, 30 percent of respondents to IRI’s Consumer Connect Survey report they struggle financially. Notably, Gen Xers, followed by Millennials, are the most likely to report they struggle to afford needed groceries. But these generations are increasingly working their way out of debt and into greater financial stability. Some 55 percent of total Consumer Connect Survey respondents report their households are in good financial shape, up 4 percentage points from Q3 2018. While 2019 is off to a rocky start, with a partial government shutdown and trade challenges attributed to tariffs, consumers at the close of 2018 were buoyed by their strong household financial health and were spending accordingly. Hand-in-hand with consumer confidence is the growing and evolving e-commerce channel. Consumers are increasingly comfortable with online purchasing and retailers of all stripes are investing in their online offerings.Non-food items, particularly personal care and home care products, are tops in online purchases. IRI E-Market Insights reports that vitamins, pet food and supplies, and skin care products are the top selling items. Pure-play retailers garner well more than half of all online CPG purchases, but traditional brick-and-mortar retailers continue to invest and win share of the e-commerce pie. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.40.0%99.5%97.0%96.5%97.5%98.0%99.0%100.0%98.5%Q42017Q12016Q4201697.6%Q1201798.2%97.5%Q2201797.3%100.0%Q22016Q3201696.4%97.0%96.8%Q3201799.5%Q4201899.0%98.7%Q22018Q3201898.6%Q12018Average = 100Source: Consumer Connect™, Q4 2018However It Inched Up Marginally Since Q3 2017Consumer Sentiment Is Up Nearly One Point Versus Q4 2017Consumer Sentiment IndexTotal U.S.In Q4 2018, consumer sentiment increased as incomes rose and unemployment declined. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.5Especially Seniors and High-income HouseholdsFifty-five Percent of Consumers Report Their Financial Situation Is Healthy55%51%55%56%53%Q4 2018Q3 2018Q2 2018Q1 2018Q4 2017Source: IRI Consumer Connect™, Q4 201882%64%55%30%$55K-$99.9K> $100K< $35K$35K-$54.9K53%51%52%67%MillennialsGen XBoomersSeniorsIncomeGenerationHouseholds Having Good Financial Health% of Households, Total U.S.© 2019 Information Resources Inc. (IRI). Confidential and Proprietary.6Source: Consumer Connect™, Q4 2018Among Generations, Gen X Report Having the Most Difficulty Affording Needed Groceries, Followed by Millennials30%of consumershave difficultyaffording needed groceries34% of Millennials36% of Generation Xers32% of Boomers20% of Seniors© 2019 Information Resources Inc. (IRI). Confidential and Proprietary.7Online Shopping Value Perceptionsby GenerationOnline Shopping to Save Money Is Increasingly Popular Among Millennials and Gen X Consumers38%20%23%29%30%49%31%28%45%43%48%23%38%20%23%27%27%Online order/in-store pick-up(click-and-collect) allows meconvenience without theadded shipping feeBuying online allowsme to find lower-pricedfood and beverage options24%Buying online allowsme to find lower-pricedOTC medicationoptions21%Buying online allowsme to find lower-pricedhome care optionsBuying online allowsme to find lower-pricedbeauty/personal careproduct options12%18%35%14%36%19%% of respondents, Top 2 Box SummarySource: IRI Consumer Connect™, Q4 2018Total U.S.Gen XMillennialsSeniorsBoomers© 2019 Information Resources Inc. (IRI). Confidential and Proprietary.8Capabilities That Drive Channel SelectionIn Addition to Convenience, Free and Fast Shipping Are Also Main Drivers for Online Shopping 57%47%40%30%20%68%56%52%42%26%69%61%50%42%33%56%45%39%28%17%43%32%23%16%11%Online purchasingwithfast deliveryOnline purchasing of freshlyprepared itemsOnline purchasingwithfree deliveryOnline purchasingwithin-store pick upSubscription servicesfor frequently purchasedgrocery itemsBoomersTotal U.S.Gen XMillennialsSeniors% of respondents, Very/Important SummarySource: IRI Consumer Connect™, Q4 2018© 2019 Information Resources Inc. (IRI). Confidential and Proprietary.9$58.9 Billion E-Comme...