不同年龄消费者购物习惯调查报告.pdf

COLLOQUYJeff Berry | Editor-in-Chief, COLLOQUY, and Senior Director of Research and Development, LoyaltyOneby GenerationShoppingMillennials Get the Attention, but Baby Boomers Have the CloutCOLLOQUY REPORT: Shopping by Generation COLLOQUY2Shopping is one of those things, like eating or sleeping, that we all do. For some, its a form of recreation. They scour malls in their free time and browse online while theyre chilling out at home or waiting for a friend at a restaurant. For others, its just a necessity; we all run out of toothpaste eventually. It can sometimes seem as if there are as many attitudes and approaches to shopping as there are shoppers. Yet retailers, loyalty operators, researchers and many more manage to tease out trends and types among the torrent of shopper information. Along all sorts of demographic lines, consumers illustrate their preferences and predilections for how they shop, when, where, how frequently, using which latest technologies and more. One clear and influential distinction COLLOQUY has identified among shopping styles is a gen-erational one. LoyaltyOne recently conducted extensive research on the topic, surveying 4,500 North American shoppers while also undertaking a thorough review of existing demographic, cen-sus, retail and consumer-behavior research. The portrait painted by all this research is in some ways expected technology advances continue to mold the way people shop and in other ways, perhaps, unexpected. Chief among the findings that might be surprising: Baby boomers wield considerable consumer clout, especially in comparison to those in other demo-graphic groups. Even when compared with the almighty millennials the group that retailers, marketers and the media are constantly bending over backward to understand and please the boomers are a force that must be recognized. The lions share of consumer attention goes to millennials, but savvy retailers have their eye on the baby boomers, too. The lions share of consumer attention goes to millennials, but savvy retailers have their eye on the baby boomers, too. COLLOQUY REPORT: Shopping by Generation COLLOQUY3More about those boomersThe product of the population boom that occurred in the post-war 1950s and 1960s, the baby boomers are a powerful but often-ignored consumer demographic. For the purposes of our study, “Generational Research: Shopper Differences Within North America,” boomers are defined as those age 52 to 65 a group that numbers 75.4 million, according to the U.S. Census Bureau, and makes up 20% of the U.S. population. They have considerable economic power, with a mean household income between $50,000 and $74,900, and they spend the highest percentage of expendable income on themselves, according to research by Synchrony and Parment.Importantly, they have the highest expendable income of all generations of shoppers, owing most likely to several factors: They are more likely to have their homes paid off than younger people, are often empty-nesters enjoying the financial boost that can mean, and they arent steeped in student loans as are many millennials (also known as Generation Y, ages 22 to 35) and even Generation Xers (those ages 36 to 51).Just how important are the baby boomers to retailers? One study by Nielsen found that a full 70% of the disposable income in the United States is controlled by this demographic. A 2015 report by Business Insider, meanwhile, found that four out of five retailers attribute nearly 50% of their sales to boomers. Clearly, understanding the needs and demands of this group is critical for retailers and marketers, yet they often focus most of their research and attention on millennials. Nonetheless, most retailers especially high-frequency retailers cant compete if they cater solely to one demographic; they need a thoughtful strategy that addresses a variety of consumer needs while deftly recognizing the differences between the generations.Boomers have the highest expendable income of all generations of shoppers. boomAGES 36-51INCOME* $50K+INCOME* $35K-49.9KINCOME* $20K-34.9K* Annual household mean incomeAGES 4-21AGES 22-35AGES 52-65ZYXCOLLOQUY REPORT: Shopping by Generation COLLOQUY4Baby boomers are confident shoppers and can be quite demanding. They have high expectations of retailers those they already shop and those theyre considering and, in fact, expect more than con-sumers in all other age brackets, including millennials, who are much more willing to shop at a retailer again even if their expectations were not completely satisfied.For example, when LoyaltyOne asked survey respondents whether they were “very or somewhat unlikely” to shop at a current retailer again following specific circumstances, the differences in responses were significant. If they felt the sales associates did not appreciate their business, 54% of boomers were “very or somewhat unlikely” to return; only 33% of millennials answered that way. If “the store was too messy or disorganized,” 50% of boomers said they were unlikely to shop there again, while 36% of millennials said the same. And if “making a return was too much hassle,” 54% of boomers would be unlikely to return, while only 32% of millennials said the same. Compared with younger shoppers, particularly millennials, baby boomers are less likely to use shop-ping as a form of relaxation, a fact that marketers must keep in mind when appealing to them. Only 27% of baby boomers said they “strongly agree” with the statement “I think shopping is a great way to relax.” But 45% of millennials strongly agreed, while 33% of Gen Xers and 41% of Generation Z (ages 18 to 21) did so. Instead, baby boomers want convenience. They value an easy-to-access location, help-ful staff, a store thats easy to navigate and a clear return policy more highly than all other shoppers. For example, 75% of them rated an “easy to access location” as “very important,” compared with 66% of millennials a statistically significant difference. More about those boomersBoomers value an easy-to-access location, helpful staff, a store thats easy to navigate and a clear return policy more highly than all other shoppers. SHOPPING IS A GREAT WAY TO RELAXY Z X27%33%41%45%boomCOLLOQUY REPORT: Shopping by Generation 5Another important factor in baby boomers economic picture and shopping habits: They are later in their careers. If not getting ready for retirement, theyre perhaps at least thinking about it. This undoubt-edly affects how they spend their money. While they have more discretionary money than those in other demographics, they know there will be a time in the not-too-distant future, if not already, when they wont earn as much. It could be a factor in the LoyaltyOne finding that 64% of baby boomers have a very good idea of how much they pay for most of the food and packaged goods they buy. This could be for any number of reasons: purchasing the same goods over a long period of time; or even just a reflection of their confidence, perhaps overconfidence, in their shopping skills. Regardless, the percent-age for them significantly higher than for those in younger demographics: Only 50% of Gen Z said the same, 57% of Generation Y (millennials) and 59% of Gen X.While retirement may be imminent or already here for some boomers, that doesnt necessarily mean their income will change as much as might be expected. In fact, many have begun to participate in whats being called “the gig economy,” working extra jobs, contract jobs or completing specific tasks to supplement their income. Many occasionally work as drivers for Uber or Lyft, for example, or make extra money running errands or completing tasks for people via the platform TaskRabbit or similar outlets. A platform called Tengia targets people age 65 and older an age range that many consumers classified as baby boomers in the LoyaltyOne research will hit soon and pairs them with small businesses or people who need skill-based services. More about those boomers50%57%59%64%“I KNOW THE PRICE I PAY FOR MOST OF THE FOODS AND PACKAGED GOODS I BUY.”boomYXCOLLOQUYZCOLLOQUY REPORT: Shopping by Generation COLLOQUY6Performing such services or occasional gigs is often associated with younger people, but a study by JPMorgan Chase Institute found that more than 400,000 seniors have turned to the gig economy for extra money, and Uber reported last year that 39% of new UberX drivers who had no prior experience as a professional driver were older than 50. Finally, a report from Harvard and Princeton found that the highest rise in such alternative work arrangements was found in people ages 55 to 75.Clearly, the baby boomer population is a retail force to be reckoned with, and one that deserves at least as much courtship as millennials enjoy. Before diving a little more deeply into how millennials shop, lets briefly explore the two other demographics surveyed in the LoyaltyOne research: Generation Z and Generation X. Neither wields the power of millennials or baby boomers, but every consumer group is important to understand.More about those boomersClearly, the baby boomer population is a retail force to be reckoned with, and one that deserves at least as much courtship as millennials enjoy.COLLOQUY REPORT: Shopping by Generation 7GenerationZCOLLOQUYCOLLOQUY REPORT: Shopping by Generation COLLOQUY8Known as “digital natives,” members of Gener-ation Z have grown up in the digital era and are becoming shoppers during a time when tech-nology and a mobile-first mindset have made information readily available and affected all aspects of their lives, including how they shop. This demographic spans those ages 4 to 21; while the very youngest in this group are not yet shoppers, but the tweens and teens can be influential, and the oldest among Generation Z are often becoming primary shoppers as they move away to college or into their first living situation outside of their parents homes. The mean income for Gen Z, which makes up 30% of the U.S. population, is $20,000 to $34,900. They typ-ically are not as brand-loyal as older generations, but they do place a higher premium on dealing with corporations that they deem authentic and see as having values that match their own. Like-wise, Gen Z shoppers express a strong interest in natural and environmentally friendly products. Generation Z has access to information like no generation before it, and this shows in the sources and people it trusts. The influence of YouTube and its “vloggers” is huge for this demographic; YouTube stars are wildly popular among teens worldwide, who consider them real people who they can look up to and learn from, and who freely share details of their personal lives, unlike many traditional celebrities. A survey commis-sioned by brand strategist Jeetendr Sehdev for Variety Magazine in July 2014 surveyed 1,500 Americans aged 13-18 and found that of the top 10 most influential celebrities, all of the top 5 were YouTube stars. The survey addressed fac-tors including approachability, authenticity and overall influence, and assigned each celebrity a weighted score. Many companies are reaching out to the most influential bloggers, providing them with free products to review for their loyal followers. As the popularity of influential market-ing grows, retailers must think about the impli-cations. They might need to start focusing on user-curated products and trialing more than ever.Generation ZSince Gen Z shoppers tend to need a lot more help, this leaves opportunity for retailers and marketers to provide direction.This generation is the least likely to know the price they pay for most of the foods and packaged goods they buy only 50% answered “strongly agree” when asked that question.Z50%COLLOQUY REPORT: Shopping by Generation COLLOQUY9Because they are digital natives, shoppers in Gen Z tend to be excellent self-learners and have an entre-preneurial bent. Nevertheless, they are still learning to navigate the retail landscape and are not neces-sarily as savvy as their older counterparts; plus, they earn less and tend to be incredibly price-sensitive. This generation is the least likely to know the price they pay for most of the foods and packaged goods they buy only 50% answered “strongly agree” when asked that question. And they appear to be less schooled in using coupons and discount codes; only 46% strongly agreed they do so, compared with 55% of baby boomers. Since Gen Z shoppers tend to need a lot more help, this leaves opportunity for retailers and market-ers to provide direction. While most members of this demographic still live with their parents, they are huge influencers on purchasing decisions within their households, especially if they live with millennial parents. Probably not surprisingly, when these digital natives choose favorite retailers, the main factors are related to digital components, such as website features, positive social media reviews and smart-phone functionality and apps.Much is still to be seen about how Generation Z functions as consumers. They are young and not sophisticated or especially experienced in their shopping habits, and they havent fully developed their tastes yet. Some things about their shopping habits, so far, can appear contradictory they are strapped for money and apparently price-sensitive, yet they dont use coupons or find other oppor-tunities to save money as heartily as older consumers. As this generation finds it footing as shoppers, perhaps influenced by retail and loyalty marketing, more will become clear.Shoppers in Gen Z tend to be excellent self-learners and have an entrepreneurial bent.Generation ZCOLLOQUY REPORT: Shopping by Generation 10GenerationXCOLLOQUYCOLLOQUY REPORT: Shopping by Generation COLLOQUY11Sandwiched between millennials and baby boomers are the Gen Xers, typically garnering less attention than either of those demographic groups but influential in their own way. Between the ages of 36 and 51, members of Generation X have a mean household income of $50,000 to $74,900. While the range is exactly the same as that of boomers, this generation does not have as much discretionary income, as its members are still juggling a wide range of expenses. They are more likely than boomers to be raising young children and paying for mortgages, and some-times are still paying college loans. One of the most highly educated groups, Gen-eration X values gathering lots of information to make informed decisions, and many members have a deep understanding of marketing and media. Price is more important than brand name; they like to use coupons and discounts and know what they pay for most products. In the LoyaltyOne survey, 59% of Generation X members strongly agreed with the statement “I know the price I pay for most of the foods and packaged goods