2017-2018母亲节消费者洞察研究报告（英文版）.pptx
<p>Mothers,Day Study,2017-2018,Table of Contents,Background and MethodologyAt a Glance: Key InsightsThe DataDemographic Information,34515,Background and MethodologyThe following information was gathered between March 20th and March 31st, 2017. The data represents 1,497 respondents thatparticipated in the 2017 Mothers Day Consumer Insights Survey. Survey results were analyzed to identify trends in the following:,Demographic Data*Advertising Influencers,Gift PreferencesPurchase Methods,Budgetary InformationPurchase Locations,$100 or Less,The typical budget for 2017Mother's Day purchases 83% of respondents,65% of respondents plan tokeep their budget the same aslast year,Plan to spendmore on MothersDay this year,Younger of,But45% Millennials,The MonthBefore,The WeekBefore,When most respondents(59%) begin thinkingabout their gift options,When mostrespondents (67%)make their purchase,Mothers and those spending $101 or more aremore likely to start thinking about gift optionsand to purchase gifts the month before,Key Insights,Mobile UseOnly 25% of respondentsintend to use mobile apps toshop for gifts this year,but only 20% plan topurchase this forMother's Day,Only 39% of Baby Boomerswant a spa-related gift andthey are the only group wherespa gifts are not the #1 giftchoice,Spa-Related Giftsare the #1 gift requested by 55% of momsBut not everyone agrees,Instead, peopleare purchasing:,TopInfluencer65% of,respondents areinfluenced byknowing whatthe mother likes,MomFlowers (45%) andGreeting Cards (46%),The Data,Budgetary ConsiderationsThe majority of respondents plan to spend $100 or less this year for Mother's Day gifts (83%), with most intending to spend more than $40. Furthermore, while the majority ofrespondents (65%) plan to spend the same amount as they did in 2016, 45% of younger Millennials reported they intend to spend more on Mothers Day this year than they did lastyear (18% more than any other generational group).,83%,$0-$100,11%,$101-$200,3%,$201-$300,3%,$300+,6%,14%,4%,25%,$0-$20,$21-$40,$41-$60,$61-$80,$81-$100,26%,6%,3%,More thanlast year,The sameas last year,Less thanlast year,I did not purchase aMothers Day gift lastyear,Budget Breakdown34%,What is your maximum budget for Mother'sDay gifts this year? (1,497),Do you plan to spend more or lessthan last year? (1,497)65%,45% Millennials,Plan to spendmore on MothersDay this year.,(154),Younger of,59%,A monthbefore,38%,A weekbefore,2%,A daybefore,0%,The dayof,23%,8%,2%,A monthbefore,A weekbefore,A daybefore,The day of,TimingAlmost 60% of respondents reported that they start thinking about purchasing gifts for Mothers,Mothers are more likely to start thinking about purchasing gifts a month before (64%vs 52%) and to purchase gifts a month before (27% vs 17%) than non-mothers.,Who likes to get a head start?,Day about a month before. However, 67% also reported that they didnt actually purchase the giftuntil the week before.When do you usually start thinking about purchasinggifts for Mother's Day? (1,497),When do you usually purchase a giftfor Mother's Day? (1,497)67%,Those spending $101 or more are more likely to start thinking about purchasing giftsa month before (72% vs 57%) and to purchase a month before (33% vs 21%).*Mothers: n= 907, non-mothers: n=590, spending $101 or more: n=251, spending $100 or less: n=1246.,Top Choice,Top Choice,39% of,Gift Giving Desires and IntentionsThere appears to be a considerable gap between what mothers desire for Mothers Day and what consumers think they want/intend to give as gifts. For instance, 62% ofrespondents thought mothers wanted a greeting card and it was the top intended gift purchase. However, only 37% of mothers actually want a greeting card. Further, whilespa-related gifts are the most desired gift (55%), only 21% actually intend to purchase those items.,70%,62%,59%,50%,48%,34%,26%,52%,37%,54%,55% 55%,34%,22%,21%,15% 15%,33%,46%,30%,21%,43% 45%,16%,15%,6%,5%,A dining experience,Greeting Card,A gift card,Spa-related gift,Flowers,Jewelry,Fashion/Apparel,Technology,Health-related,Who really wants flowers?,Millennial momswant flowersconsiderablymore often thanGeneration X orBaby Boomermoms.,How badly do you think mothers want this?* (1,497)What would you like to receive for Mothers Day?* (907)What do you intend to purchase for Mothers Day? (1,497),53%Millennial 2(215),58%Millennial 1(48),40%Generation X(367),37%Baby Boomer(262),want a spa-related gift forMothers Day, 19% less thanany other generational group.(262),Baby Boomers*Includes top-two-box scores: 4 and 5 on a 5 point scale*Mothers only,70%,52%,33%,Dining Experiences,39%37%,17%,1%,1%,0%5%,Casual DiningLocal Restaurant,Fine DiningFast Casual,Brewery or wine bar,Fast FoodNone of the above,Those spending $101 or,more were more likely to saythey plan to visit localrestaurants (41% vs 35%) orenjoy fine dining (24% vs,15%), while those spending$100 or less are opting toenjoy casual dining, such asApplebees or Sizzler (41%vs 31%).,26%,23%,46%,4%Breakfast,Brunch,Lunch,1%Happy Hour,Dinner,Mothers Day? (497),What type of restaurant do youplan to visit? (497),Mothers were more likely to opt for brunch than non-mothers,intend to buy-7%,Gift Summaryknow Mom wants this* moms who want this-3% -4%,Those intending to purchase a dining experience for Mothers Day were most likely tosay the meal they plan to enjoy is dinner (46%). Casual dining restaurants were themost popular choice for respondents purchasing a dining experience, followed closelyby local restaurants.What meal do you plan to enjoy for,Budget Matters,(30% vs 20%), while non-mothers leaned towards dinner(53% vs 41%).*Includes top-two-box scores: 4 and 5 on a 5 point scale*Mothers: n= 286, non-mothers: n=211, spending $101 or more: n=107, spending $100 or less: n=390.,55%,52%,53%,48%,23%,15%,14%,14%,A gift card,Facial,Products (e.g.,lotion, creams,ointments, etc.),All of theabove,Spa Gifts,intend to buy21%,48%Online,59%,52%41%,+2%,+1%,Gift Summaryknow Mom wants this* moms who want this+13% 55%,Where do you plan to do the majority of yourshopping for spa-related gifts for Mothers Day?(318)In-Store,What type of spa-related gift do you plan to purchase? (318)59% of Mothers intend to purchase Manicure/Pedicuresfor Mothers day, considerably more than non-mothers(45%).,Manicures and pedicures are the most popular spa-related gift item choice for Mothers Day,followed closely by massages. Slightly less than half of respondents (48%) reported they will bedoing the majority of their shopping for spa-related gifts online. However, non-mothers areconsiderably more likely to purchase online (59% vs 40% of mothers), as were those spending$100 or less (52% vs. 41% of those spending $101 or more).,Online BreakdownNon-Mothers (137)Mothers (181)40%,$100 or less (227)$101 or more (91),Manicure/ MassagePedicure*Includes top-two-box scores: 4 and 5 on a 5 point scale,34%,30%,29%,7%,25%,Flowers,*Includes top-two-box scores: 4 and 5 on a 5 point scale*Silent generation not shown due to low n value: n=14,The most popular destination for purchasing flowers is the grocery store. However this variedwidely, both by generation and by budget. Younger Millennials are considerably more likely tointend to purchase flowers at the grocery store, while Baby Boomers are more likely than others topurchase from a nursery. Further, those spending $101 or more are almost 2x more likely topurchase from a local florist than those spending $100 or less.Where do you plan to purchase flowers for Mothers Day?,46%,36%25%Grocery Store,8%3%Nursery,11% of mothers intend to purchase flowers ata nursery, compared with only 2% of non-,mothers.,48%,5%6%6%,13%,Nursery,intend to buy45%,Gift Summaryknow Mom wants this* moms who want this50% 43%,+3%,+11% +4%,OverallGroceryStoreOnlineLocalFloristNursery,(675),Millennial 1(85)Grocery StoreOnlineLocal Florist,By Generation*Millennial 2 Generation X Baby Boomer(162) (245) (169)36%29%31%18%35%36%24%29%24%30%32%,By Budget$100 or less $101 or more(546) (129)31%26%Online Local Florist,(397),50%,43%,45%,21%,26%,Flowers,33%,21%16%,13%,12%,3%,2%,Roses,OtherTulips,Lilies,Orchids,Irises,Callas,46%,28%,22%,1%,2%,Nicestlooking,Specific flowertype,Lowest price/Best deal,Biggest bouquet,None of theabove,37% of Baby Boomers reported choosingflowers based on a specific flower type,11% more than any other group.,Overall, about half of respondents (46%) stated that when purchasing flowers orbouquets for Mothers Day, they choose the nicest looking. Roses are the most popularflower choice, and chosen considerably more often than any other flower type.How do you select the flowers or bouquetfor Mothers Day? (675),intend to buy+3%,Gift Summaryknow Mom wants this* moms who want this+11% +4%Which flower do you prefer to buy? (675),RosesTulipsTulips are the top choice for younger,Millennials and one they chose 9%more than any other group. The top,choice for all other generations isroses, which younger Millennials chose11% less often than other groups.,Younger Millennials (85),(169),*Includes top-two-box scores: 4 and 5 on a 5 point scale,48%,34%,16%,Jewelry,46%,41%,30%,What type of jewelry do you plan to purchase? (238),intend to buy-2%,Gift Summaryknow Mom wants this* moms who want this+13% -3%,+2%,In-Store53%,Online47%-2%,vs.,Where do you plan to do the majority ofyour shopping for jewelry?(238),Whos shopping in store?74% of Baby Boomers reported they will be doing theirjewelry shopping in-store, 24% more than any other group.Those spending $101 or more are also more likely to shop in-store(61% vs 49% for those spending $100 or less).,Approximately half of respondents stated they will be doing the majority of theirjewelry shopping for Mothers Day in-store, up slightly from last year. Necklaces arestill the most popular jewelry item choice, but the intended purchase rate fell by 6%.On the other hand, intended purchases of earrings are up 7% in 2017.,-6%Necklace,+7%Earrings,11%+1%Ring,-4%Bracelet,11%+1%All of theabove,7%-2%Somethingelse,*Includes top-two-box scores: 4 and 5 on a 5 point scale*Baby Boomers: n= 39, spending $101 or more: n=83, spending $100 or less: n=155.,48%,34%,16%,Jewelry,intend to buy-2%,Gift Summaryknow Mom wants this* moms who want this+13% -3%,30%28%,21%,13%,7%,2%,Local jewelerOther,Kay Jewelers,Zales,JaredHelzberg,30% of respondents said they will be purchasing jewelry from a local jeweler forMothers Day, however this varied considerably by budget. Those spending $101 ormore are 2x more likely than those spending $100 or less to shop at Kay Jewelersand Jared. Of those who said they will be shopping at other locations, 30% said theywill be buying jewelry from online only locations and 26% are buying from adepartment store or big box retailer.,By Budget35%,34%,15%,10%,5%,20%,17%,31%,18%,11%,2% 2%,Local jeweler,Other,Kay Jewelers,Zales,Jared,Helzberg,Top 5 “Other” Choices,30%Online Only,Store,15%Department,Store,11%Big Box,Retailer,11%Fashion Store,(e.g. J Crew),8%Brighton,Which jewelry store are you most likelyto purchase from for Mothers Day? (238),(66),$100 or less (155)$101 or more (83),*Includes top-two-box scores: 4 and 5 on a 5 point scale,34%,22%,15%,-10%,Fashion and Apparel,21%,15%,5%,DepartmentStore,Bix Box Retailer Specialty Store,Boutique,Online38%+10%,While the majority of respondents stated that they intend to make theirfashion/apparel purchases for Mothers Day in-store, 10% fewer intend to do so thanin 2016. Of those who are planning to shop in-store, more than half (59%) reportedthey will be shopping at department stores.Where do you plan to do the majority of,your shopping for Fashion/Apparel? (218)In-Store62%,In what type of store do you plan to do themajority of your shopping for Fashion/Apparel? (135)59%,(55),intend to buy+1%,Gift Summaryknow Mom wants this* moms who want this+6% 0%,51% of older Millennials reported they intend to do themajority of their fashion/apparel shopping for MothersDay online, 14% than any other group.*Includes top-two-box scores: 4 and 5 on a 5 point scale,Health and Electronics Gifts,intend to buy6%,Gift Summaryknow Mom wants this* moms who want this26% 21%,Gift Summary,moms who want this15%,intend to buy5%,know Mom wants this*15%,43%,29%,22%,15%,8%,22%,Healthy fooditems/Supplements,At-homeequipment,Fitness classpasses,Gymmembership,Personal TrainingSessions,None ofthe above,38%,29%,28%,21%21%,20%,13%,4%,13%,Wearable wristbandsTablet,Smartphone,Desktop/LaptopAudio equipment,Home appliances,TV,Gaming consoleNone of the above,Which of the following electronicitems do you plan to buy? (85),do you plan to buy? (73),Neither health-related gifts nor electronics gifts are popular choices for Mothers Day.Of those who are purchasing health-related items, healthy food items and supplementsare the most common gift choice. Of those purchasing electronics, 38% intend topurchase wearable wristbands.Which of the following health-related items,*Includes top-two-box scores: 4 and 5 on a 5 point scale,Purchase Influences,65%,33%,25%,17%,14%,10%,5%,I know itswhat they like,Recommendations fromfriends/family,OnlineReviews,OnlineAdvertising,SocialMedia,TVAdvertising,Radio/StreamingAdvertising,Which of the following will most likely influence your Mother's Day purchases?,The majority of respondents (65%) said that knowing what theMother liked will influence their Mothers Day purchases,however, opinions varied by generational group. YoungerMillennials are considerably more likely to state they areinfluenced by online reviews, while Baby Boomers know whatthe mother they were shopping for wanted.,Those spending $101 dollars or more are more likelyto say they are influenced by any given reason, except,</p>
