普华永道：2020年全球消费者洞察调查报告- （英文版）（25页）.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