Tofugear：2018年亚洲网络消费者报告(英文版)(52页).pdf

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1、 CONTENTS 2 FOREWORD 3 RAKUTEN INSIGHT VIEWPOINT 4 GENERATIONS AT A GLANCE 6 SURVEY SCOPE 9 REIMAGINING THE STORE EXPERIENCE 16 ONLINE PURCHASING BEHAVIOUR 23 ONLINE MARKETPLACES THE NEW REALITY 28 A MOBILE CONSUMER 36 SWITCHING CHANNELS 41 LOYALTY IN THE AGE OF THE EMPOWERED CONSUMER 2 THE DIGITAL

2、CONSUMER IN ASIA 2018 Not a day goes by without a headline on how millennials and Gen Z consumers are radically different from their predecessors. Yet, these are all too often focused on shoppers in the West, with an Asian perspective distinctly lacking. This is why Tofugear has embarked on this res

3、earch study. In partnership with Rakuten Insight, we surveyed 6,000 consumers across 12 markets in Asia to bring a comprehensive analysis of the shopping habits of todays connected consumer be that online, in stores or through online marketplaces. PHILIP WIGGENRAAD HEAD OF RESEARCH TOFUGEAR Does the

4、 Asian consumer actually exist? Brands are constantly adapting and localising their offerings and services to different markets in the region this is understandable given the diverse cultural backgrounds, income levels and intricacies of each country. There is plenty of evidence of these differences

5、, however, our survey also uncovers a number of commonalities that retailers operating across the region should take heed of: 1. Ecommerce takes the lead The majority of shoppers in Asia prefer to shop online rather than in stores, although the extent of this varies by country. While millennials wer

6、e most in favour of ecommerce, Gen Z consumers also lean towards the online channel. Physical retailers expecting a resurgence of the store driven by this younger generation therefore, think twice and look at ways to make their stores relevant in the omnichannel age. 2. Focus on experience Consumers