Optimove Insights Releases the 2024 Consumer Summer Shopping Report
2024年6月9日 - 10:02PM
Optimove Insights, the analytical and research arm of Optimove, has
released its latest report titled Optimove Insights: 2024
Consumer Summer Shopping Report. This comprehensive analysis
highlights current trends and behaviors shaping consumer shopping
habits in the United States, particularly for summer shopping. The
report confirms a significant shift toward a blend of Research
Online, Purchase In-Store (ROPIS) as the primary shopping approach,
led by Gen Z and Millennials. Optimove is the first Customer-Led
Marketing Platform used by leading consumer brands.
The report provides essential insights for brands to meet and
exceed consumers’ evolving shopping expectations. It emphasizes
that consumer brands should have robust omnichannel capabilities,
prioritize quality over price, focus on digital payments, and
promote sustainability. By implementing these strategies, marketers
can build deep, loyal customer relationships and effectively
respond to evolving shopping behaviors.
According to Rony Vexelman, VP of Marketing at Optimove, "This
report highlights that consumers have evolved into highly
sophisticated shoppers. Smart consumers shop with smartphones.
Consumers ‘Research Online, Purchase In-Store’ – even when they are
in a physical retail setting. With the rise of omnichannel shopping
and increased preference for digital payments, brands must adapt to
meet the expectations of modern consumers. Prioritizing quality and
sustainability will not only attract but also retain loyal
customers."
Key Findings:
Shopping Patterns and Preferences by Product
Category:
- Soft Goods: 82% of consumers
prefer to shop both online and in-store.
- Hard Goods: 84% prefer to see
products in person, though many also utilize online
research.
- Beauty, Health, and
Cosmetics: 79% prefer in-store shopping
for these tactile products.
- Travel: Predominantly
purchased online, with 86% of transactions occurring via the
internet.(See Image 1)
- Digital Payments: The use of
digital wallets has risen significantly, with 22% of consumers in
2024 preferring this method, up from 14% in the previous
year.
- Quality Over Price: Quality remains the top
concern for consumers when making purchases, with 77% ranking it
above price.
- Omnichannel Shopping: About
83% of consumers check prices online while shopping in-store,
indicating the necessity for retailers to develop robust
omnichannel capabilities.
Generational
Insights:
- Gen Z (b. 1997-2012): Digital
natives who prioritize value-driven purchases, technological
integration, and sustainability. They spend 8-10 hours per day
online across various platforms.
- Millennials (b. 1981-1996):
Influenced by the Great Recession, they seek value and experiences,
extensively research products, and prefer brands with corporate
responsibility and sustainability values. They are active online,
spending about 7-9 hours daily.
- Gen X (b. 1965-1980):
Cautious due to economic fluctuations, this generation values
convenience and efficiency, prioritizes family needs, and is
tech-savvy. They are preparing for retirement and balance current
spending with future financial security.
- Baby Boomers (b. 1946-1964):
Holding substantial economic power, Baby Boomers prioritize quality
and reliability. Despite spending less time online, they are
digitally proficient and favor email, news websites, and
Facebook.
Economic Outlook and
Spending:
- Increased Spending: More than
a third of consumers plan to spend more in summer 2024 compared to
2023, supported by greater confidence in the economy.
Increasingly, consumers care about a brand’s commitment to the
environment. Consumers have a growing importance on a brand’s
commitment to the environment. In 2024, sixty-six percent (66%) of
consumers found it extremely or very important, compared to 43% in
2023.
For more results and analysis download the report.
Report Methodology
The report is based on results from the Optimove 2024 Consumer
Summer Shopping Survey that queried 307 U.S. citizens in April
2024. Respondents were 18-plus, 49% male/51% female (no respondents
were non-binary or declined to answer), and household incomes were
$75,000-plus.
About Optimove
Optimove is the first Customer-Led Marketing Platform. Its
solutions ensure that marketing always starts with the customer
instead of a campaign or product. Customer-led marketing has been
proven to deliver brands an average increase of 33% in customer
lifetime value.
It is the only customer-led marketing platform powered by the
combination of 1) rich historical, real-time, and predictive
customer data, 2) AI-led multichannel journey orchestration, and 3)
statistically credible multitouch attribution of every marketing
action.
In Gartner’s 2023 Magic Quadrant for Multichannel Marketing
Hubs, Optimove was positioned the highest in execution and furthest
in vision among Challengers. In Gartner’s companion report,
Optimove was ranked #1 for Multichannel Marketing Journey
Orchestration.
Optimove provides industry-specific and use-case solutions for
leading consumer brands globally. For more information, go to
Optimove.com. About Optimove
Insights
Optimove Insights is the analytical and research arm of
Optimove, dedicated to providing valuable industry insights and
data-driven research to empower B2C businesses.
- Research Online, Purchase In-Store (ROPIS) Confirmed as the
Standard for Shopping Behaviors
Guy Leshno
Optimove
+447716089172
Guy_l@optimove.com