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The 2019 Amazon Consumer Behavior ReportBased on a Survey of 2,000+ U.S. Consumers2 FEEDVISORThe retail industry has undergone a significant transformation over the past decade, largely due to the disruptive force commonly referred to as the “Amazon Effect.” By the end of 2019, Amazon is projected to see its share of the total U.S. e-commerce market reach 52.4%, up from 48% in 2018, and is responsible for more than five percent of all combined U.S. offline and online sales, according to eMarketer.1,2Staying at the forefront of constant shifts in demographics, attitudes, and consumer preferences, as well of ongoing advancements in technology, Amazon understands the emerging expectations and needs of its customers. It is this maniacal focus on consumer experience that continues to propel Amazon forward and shape the dynamic nature of not only the platform itself, but the greater e-commerce ecosystem. By continuing its commitment to a seamless and easy-to-navigate interface, increasing access to quality brands, leveraging AI to monitor trends and enable personalized suggestions in the form of relevant organic and paid advertising, driving price value, and offering programs that set industry standards such as Prime membership did for rapid delivery Amazon is constantly evolving to anticipate and fulfill the needs of its customers.IntroductionAs a result, the challenge increases for retailers and brands who operate across the Amazon platform. Its continual expansion, dynamic nature, and growing complexity requires retailers and brands to constantly evaluate and implement new ways to differentiate themselves amidst an increasingly saturated market and ultimately deliver on the expectations of todays connected consumers. The 2019 Amazon Consumer Behavior Report provides a detailed view into the browsing and buying habits of more than 2,000 U.S. consumers who have shopped on Amazon in the last two years. Consumers were asked about their shopping frequency and motivations, preferences across product search and purchasing, perceptions of ads and private label brands on Amazon, Prime membership status, plans for online shopping events such as Prime Day and Cyber Monday, and more.Through these compelling new insights, retailers and brands can gain a pulse on consumer behaviors, wants, and needs, and garner actionable strategies to effectively utilize Amazon to inform and generate high-value opportunities for the future.This poll was conducted by Zogby Analytics on behalf of Feedvisor. It was distributed online from February 14-17, 2019, among a sample of 2,000+ U.S. adults who have purchased a product on Amazon in the last 24 months. Results from the full survey have a margin of error of plus or minus 2.2 percentage points. All numbers have been rounded to the nearest percent.Dani NadelPresident and Chief Operating Officer, Feedvisor3 FEEDVISOROver 1/3 of Consumers Buy Online Weekly or More OftenOver the last few years, retail culture has evolved according to the ever-increasing dominance of e-commerce. The survey revealed that more than half of consumers (58%) buy products online at least once every few weeks, with nearly one-fifth (18%) making online purchases at least a few times a week. Prime Members Are Still a Critical Audience to ReachOf the consumers who belong to Amazon Prime, Amazons subscription program, nearly half (48%) buy products online once a week or more frequently and nearly three-quarters (74%) shop online at least every few weeks. Additionally, more than one-third (37%) of the consumers who are not Prime members shop online just a few times a year, revealing that Prime members tend to shop more frequently than their non-Prime counterparts. At the end of last year, Prime membership reached an important milestone, gaining more than 100 million subscribers in the United States.1 Only 12% of Prime members buy products online several times a year or more rarely, so as Amazon continues to expand its Prime offering and associated benefits on an ongoing basis, it is likely that Prime members will continue to be highly active online consumers.How Often Amazon Prime Members Buy Products OnlineHow Often Consumers Buy Products Online5% 13% 16% 24% 17% 21% 4% Daily/Almost Every Day A Few Times a Week Once a Week/Weekly Every Few Weeks Once a Month/Monthly Every Few Months/Several Times a Year Rarely 1Fortune26% 37%7% 20% 21% 14% 11% 1% 2% 3% 8% 21% 22% 8% Daily/Almost Every Day A Few Times a Week Once a Week/Weekly Every Few Weeks Once a Month/Monthly Every Few Months/Several Times a Year Rarely Prime Members Non-Prime Members 26% 37%7% 20% 21% 14% 11% 1% 2% 3% 8% 21% 22% 8% Daily/Almost Every Day A Few Times a Week Once a Week/Weekly Every Few Weeks Once a Month/Monthly Every Few Months/Several Times a Year Rarely Prime Members Non-Prime Members 4 FEEDVISORYounger Consumers Are the Most Avid Online ShoppersAlthough e-commerce has drastically altered how consumers of all ages research, shop for, and purchase the products they want, specific age groups have a higher propensity to buy products online.The survey revealed that Amazon consumers under 40 particularly those aged 27-32 buy products online much more frequently than those who are over 50.For example, 85% of consumers between age 18-32 buy products online at least a few times a week and more than one-third (37%) in that same age bracket make a purchase online daily or almost everyday.How Often Consumers Buy Products Online by Age8% 28% 18-21 10% 22% 22-26 19% 35% 27-32 6% 29% 33-40 5% 21% 41-49 2% 8% 50-59 1% 6% 60-69 1% 7% 70+ Daily/Almost Every Day A Few Times a Week or More Often5 FEEDVISORConsumer Loyalty to Amazon Is at an All-Time HighNearly half of consumers surveyed (48%) visit Amazon at least a few times a week, and a significant majority (89%) visit the platform at least once a month. Only 20% of respondents visit Amazon once a month or more rarely, revealing Amazons ever-increasing role in online retail culture. Amazon has become an integral part of day-to-day consumer behavior the platforms ease of use and customer-centric value proposition seem to be resonating now more than ever, as consumers have become reliant on it as the core destination for all stages of their purchasing journey. In the U.S. in 2018, nearly half (47%) of Internet users began their product searches on Amazon, compared to 35% who went to Google first, further driving home the notion that Amazon has deeply integrated itself into consumers daily lives.1 1eMarketerHow Often Consumers Visit Amazon18% 29% 17% 15% 9% 9% 2% Daily/Almost Every Day A Few Times a Week Once a Week/Weekly Every Few Weeks Once a Month/Monthly Every Few Months/Several Times a Year Rarely Consumers between ages 27-40 visit Amazon most frequently, with 65% of consumers between ages 33-40 likely to visit Amazon at least a few times a week. Next, more than three-quarters (78%) of Prime members visit Amazon at least once a week, reinforcing the notion that, whether they are making a purchase or not, these consumers are regularly engaging with Amazon.6 FEEDVISORAmazon Is at the Center of E-CommerceNearly all respondents (89%) agree that they are more likely to buy products from Amazon than other e-commerce sites. This particular point resonated with consumers who purchase online regularly 98% of those who purchase on Amazon daily or almost everyday and 99% who purchase on Amazon a few times a week agree that they are drawn to Amazon over its competitors. Demonstrating their loyalty to the platform, 96% of Prime members agree they are more likely to buy from Amazon than other e-commerce websites. When it comes to buying, nearly three-quarters (71%) of consumers make a purchase on Amazon at least once a month and only 25% of consumers make a purchase a few times a year. Younger Generations and Prime Members Are Amazons Most Frequent Buyers With regard to both visiting and making purchases on Amazon, younger audiences have a higher tendency to do both. Consumers between ages 27-32 are the most frequent buyers on Amazon, and those over 50 purchase significantly less frequently than younger shoppers. “I Am More Likely to Buy Products From Amazon Than Other E-Commerce Sites”54% 35% 9% 2% Strongly Agree Somewhat Agree Somewhat Disagree Strongly Disagree How Often Consumers Make a Purchase on Amazon5% 11% 14% 24% 17% 25% 4% Daily/Almost Every Day A Few Times a Week Once a Week/Weekly Every Few Weeks Once a Month/Monthly Every Few Months/Several Times a Year Rarely Almost half (45%) of Prime members make a purchase on Amazon at least once a week, revealing how the frictionless membership program is shaping consumer behavior by functioning as a driving force behind browsing and buying on Amazon.7 FEEDVISORMarketplaces Outpace Retail and Brand Websites As mentioned, an overwhelming majority of consumers are more likely to buy products from Amazon than other e-commerce sites. However, Walmart and eBay are the leading alternatives for consumers to buy on in addition to Amazon, revealing the uncontested dominance of marketplaces across all e-commerce channels. Other Websites Consumers Purchase On*Consumers could select all that apply52% 43% 38% 21% 14% 12% 12% 8% 7% Walmart eBay Retailer website (e.g. Bestbuy) Brand website (e.g. Nike) None Overstock Wayfair Other Jet 1Digital Commerce 360Driven and led by Amazon, marketplaces are rapidly shifting the e-commerce landscape. Last year alone, marketplaces accounted for over half of global e-commerce sales.1 Findings reveal that consumers prefer to shop on these expansive, curated destinations over brand and retailer websites. Other top responses include eBay (43%), retailer websites (38%), and brand websites (21%). Interestingly, 14% of consumers do not shop on any additional websites aside from Amazon.8 FEEDVISORMore Than Half of Consumers Are Amazon Prime MembersAmazon Prime the companys $119 annual membership program that boasts free, two-day shipping, video and music streaming, exclusive, in-store deals at Whole Foods, free audiobooks and magazines, and access to specific brands and deals remains on a fast track for growth.More than half of the survey respondents (55%) are currently Prime members. This information reinforces eMarketers prediction that 51% of U.S. households will be Prime members by year-end, an increase of 5.2 million households over last year.1 By continuing to roll out new offerings such as Amazon Day where Prime members can choose a specific day of the week to receive their deliveries, the company is increasing adoption for its loyalty program that is grounded in convenience.2 Of the Prime members surveyed, more than two-thirds (67%) are a parent or guardian of a child under 17 who is living at home. Additionally, those respondents with household incomes over $150K are significantly more likely to be Prime members than those with incomes under $25K. 2AmazonPrime Members Are More Loyal, Higher-Value ConsumersNext, of the consumers who buy products online daily or almost everyday, nearly four-fifths of them (79%) are current Prime members and of those who buy online a few times a week, 89% of them are Prime members. Even further, of those who make a purchase on Amazon specifically daily or almost everyday, a staggering 89% of them are Prime members and of those who buy on Amazon a few times a week, 87% of them are Prime members. Nearly half (45%) of current Prime members make a purchase on Amazon at least once a week. All of this data demonstrates that Prime members are frequent online buyers, habitually taking advantage of the benefits offered to them through the program.Consumers Relationship With Amazon PrimeHow Often Prime Members Make a Purchase on Amazon55% 15% 31% Current Prime Member Previous Prime Member Not a Prime Member 1eMarketer9% 18% 19% 28% 14% 13% Daily/Almost Every Day A Few Times a Week Once a Week/Weekly Every Few Weeks Once a Month/Monthly Every Few Months/Several Times a Year 9 FEEDVISORFree Two-Day Shipping Is the Flagship Benefit of Amazon PrimeOf the respondents who answered they are Prime members, a majority (83%) cited free two-day shipping as the most compelling benefit of Prime membership. It was the most popular response for all age brackets, revealing that being able to conveniently order and receive fast and free delivery on over 100 million items transcends generations.For those consumers who are Prime members, an overwhelming number of respondents (95%) are likely to keep their Amazon Prime membership. Of those who are not Prime members, more than a quarter (26%) are likely to join in the future. Consumers Favorite Prime BenefitWhen asked about the main reason that they are not a Prime member already, the top response across all age brackets except 70+ was that membership is too expensive. Consumers also cited that they do not shop on Amazon enough for it to be valuable (46%) and shipping time is not important to them (26%) as reasons that they do not subscribe to Prime.With regard to joining Amazon Prime in the future, 58% of non-Prime members who make a purchase online daily or almost daily are very likely to and 66% of respondents who make a purchase on Amazon daily or almost daily are likely to, revealing the consumers who currently do not subscribe to Prime are open to testing it out. Prime Members Likelihood to Keep Their Membership76% 19% 2% 2% 2% Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Unsure For those consumers who were formerly Prime members, over half (55%) are likely to rejoin the membership program in the future, as Amazon continues to roll out exclusive benefits and deals to Prime users. 83% 5% 1% 1% Free Two-Day Shipping Prime-Exclusive Deals at Whole Foods 10% Video and Music Streaming Free Audiobooks and Magazines Other 10 FEEDVISORMore than two-thirds (67%) of consumers cited Prime eligibility as an important factor when they are selecting a product on Amazon, meaning that a majority of consumers filter specifically for Prime items when shopping on the platform.Of the Prime members surveyed, 75% search specifically for Prime-eligible items. Shoppers under the age of 60 are approximately 20 percentage points more likely to specifically search for Prime-eligible products versus shoppers over 60, especially those age 27-32. Taking that one step further, of the current Prime members:- More than one-third (34%) always purchase Prime-eligible products. - Over half (53%) frequently buy Prime-eligible products.By ordering Prime-specific items, consumers can receive their entire order within two days. If only some items in a purchase are Prime-eligible, the consumers will be charged applicable shipping fees for the ineligible items, so they are likely proactively avoiding that.Prime Eligibility Informs Purchase Decisions for Majority of Consumers
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