大傢好！ 外企頭條 欄目又跟大傢見面瞭，我們今天推出畢馬威發佈的《2018年全球消費者洞察報告》。
畢馬威在2018年全球消費者洞察報告《Me, My Life, My Wallet》中發佈瞭調查結果，其中對英國、美國、阿聯酋、法國、巴西、加拿大、中國和印度的2.5萬名消費者進行瞭調查，以研究各種消費行為。
The study, published as part of the 2018 Me, My Life, My Walletreport, includes a survey of 25,000 consumers in the UK, US, UAE, France, Brazil, Canada, China and India, assessing consumption behaviors.
China consumers are ahead of global counterparts in terms of adopting new technologies, and eight in ten Chinese consumers indicated having a dynamic social media presence is important among the brands they consistently purchase from, find a KPMG global survey.
It finds that Chinese consumers are ahead of their counterparts in terms of technology adoption.
More than half (53 percent) of the surveyed China respondents indicated that they are very interested in new technology and will be the first ones to buy a new device when it comes out, ahead of the 29 percent global average.
受訪中國消費者對使用人工智能 (AI)、語音和機器學習等新科技更感興趣 尤其是人工智能助理、在線廣告/購物意向預測、音樂推薦和智能傢居設備等。
China respondents are more interested in using new tech such as AI, voice and machine learning particularly virtual personal assistants, online shopping ads/purchase prediction, music recommendations and smart home devices.
他們 (59%) 也比全球消費者(37%) 更習慣隻在網上購物；而73%受訪中國消費者表示他們寧願丟失prada 皮夾 男和Prada，也不願丟失智能手機。
They are also more accustomed to only shop online (59 percent) than their global peers (37 percent); 73 percent said they would rather lose their wallet than their phone.
Today, it is imperative that retail companies think more about digital transformation to create a truly connected enterprise to harness the power of data. saysWei Lin, Partner, Global Strategy Group, Consumer Retail Advisory Lead, KPMG China.
The survey highlights that 70 percent of China respondents claimed they like a brand or company frequently using social media to speak to them directly as a consumer;
79 percent indicated that an engaging social media presence is important among the brands they consistently purchase from (global average stands at 55 percent and 48 percent, respectively).
Also, half of the Chinese consumers saidoffering deals or discounts through social media will likely to provide a brand with a more positive image.
Strategic partnerships and alliances are proving to be key drivers as retailers develop more open and collaborative initiatives with suppliers and channel partners as well as platforms, Lin adds.
Separately, 91 percent of China respondents indicated they are willing to provide business with their data in return for benefits, such as better customer experience and personalization (37 percent) as well as better products and service (24 percent).
In comparison, a quarter of global respondents said they would not trade their data.
Data is an incredible resource for any company, but the Chinese internet companies have an enormous amount of it and are very skillful in using data to build compelling services. says Anson Bailey, Head of Consumer and Retail, ASPAC KPMG China.
在行業方面，調查顯示受訪中國消費者對科技(77%)、電力及公用事業 (76%) 和銀行業 (74%) 的信任度最高，最低三位則是廣告、財富管理和保險。
In terms of sectors, China respondents have the highest level of trust in technologies (77 percent), of power utility (76 percent) and banking (74 percent), while the bottom three are advertisement, wealth management and insurance, the survey shows.
Bailey concludes: Companies need to think about how to use data responsibly to build deeper insights and relationships with their customers. However, they must engage their customers in an open and honest dialogue about such use.