下面是小编为大家整理的2020年全球网络消费者指数报告（全文）,供大家参考。
5
I N TR O D U C TI O N
6
WHY
RE A D
T H I S
RE P O R T
7
10
G L O B A L
H IG H L IG H T S
8
S U R V E Y
F IND IN G S
24
KE Y
T A KE A W A YS
26
R E G I ON A L
S POT L I G H T S
34
M E T HODOL O G Y
4
M A RK E T I NG
I S
L I K E A
F I R S T D A T E . I F
Y O U ON L Y T A L K A BO U T
Y O U R S E L F,
TH E R E W ON ’ T
B E
A
S E C ON D
ON E .
W e
live in
an
age
when
technology
empowers us
to
deliver
highly personalized
e xperiences, but
doing
so
necessita tes
tha t
we
give
up
some of
our
privacy .
Af ter
all,
to
be
known
r equires tha t
you
let
yourself be
known.
Br ands
and
consumers
ar e
e xploring
new territory;
consumers
e xpect
br ands
to
know them,
yet
ar e
wary
about
privacy .
T his
signals tha t
businesses
have
mor e
work to
do
to
truly understand
just
how ,
when,
wher e,
and
to
wha t e xtent
consumers
want
them
to
get
close.
Wha t ’ s
friendly and
helpful?
Wha t"s
intrusive or
cr eepy?
How
close
is
too
close
and
when is
it
too
soon to
get
close?
T his
is
something, as
an
industry ,
tha t
everyone
is
trying to figur e
out:
how
do
you
balance
privacy
and personaliza tion?
It"s
also
k ey
to
align
marketing,
sales,
and service
to
cr e a te
a
unified
and
complete customer
e xperience.
And
ther e
is
no
shor tage of
challenges
for
businesses:
rising
consumer expecta tions,
da ta
silos,
r esour ce
and
time constraints,
the
ability
to
pr ove
ROI,
comple xity of
technologies
and
connecting
many
dif fer ent pla tforms
---
the
list
goes
on.
Unless
br ands maximize
every
moment
with
consumers,
they risk
losing
out
to
a
competitor
who
does
it
well.
It ’ s
time
to
think
dif fer ently
and
challenge the
sta tus
quo,
including
how
your company utilizes
social
media
marketing,
your privacy
assumptions, and
just
wha t
personaliza tion can and
should feel
lik e
to
consumers.
Naviga ting this
comple x
journey
is
e asier when you
ask
questions and
listen
dir ectly
to
wha t consumers
have
to
say .
T he
second
edition
of
our
Selligent
Global
C onnected
C onsumer Inde x
pr ovides
insight
into wha t
consumers think
today
about
personaliza tion,
privacy , social
media,
and
emer ging technologies
– and
how
br ands
mak e
them
feel.
I
invite
you
to
have
a
look and
r ethink
how
you can
strik e
the
right
balance
between
privacy and
personaliza tion,
to
deliver
consumer
value and
the
ultima te
customer
e xperience.
JOHN
HERNANDEZ CEO ,
Selligent
C US TOM E R E XP E R IE N C E
[ CX ]
enc o mp a ss e s
e v er y
t o uc hpo i n t
c o n s u mer s
ha v e
w i t h
y o u r
b r and
– f r o m
t h e
a d s
t h e y
s ee ,
t h e
e m a il s
t h e y
r e c e i v e ,
h o w
e a s y
i t
i s
t o
u s e
y o u r a pp
a n d
we b s i te ,
i n- s t o r e
a m b i e n c e ,
i n te r a c t i o n s
w i t h
s t aff –
t o
h o w p l e a s a n t l y
( a n d
q u i c k l y )
a b u s i n e ss
r e s o l v e s
a n
i ss u e
–
t h e
s u m
o f a ll
t h e p ar t s
c r e a te s
t he
w h o le
e x p er i enc e .
5
WHY RE A D TH I S R E POR T
T o d a y ’ s
co nn e c t ed
co n s u m e r
e x pe c t s h i g h l y
p er s o n a liz ed
e x p er i enc e s
t ha t f ee l
e ff o r t l e ss
a n d
t h a t
r e s pe c t
h i s
o r h e r
p r i v a c y .
B UT HO W
DO YO U S TR I K E
TH I S B AL AN C E ?
In
t h is
r e p o r t,
u n c o ve r
h o w
c o ns u m e r s f e el
a bo u t
t h e
wa y
b r a nds a r e
u si ng s o c i a l
m e d i a ,
v o i c e - e n a bl e d
d ev i c e s ( “ v o i c e
as s is t a n t s ”) ,
a n d
w h a t
t h e y
fi n d h e l p f u l
ve r s us
c r ee p y
w h e n
i t
c om e s
to p er s on a li z a t i on.
U s e
t h is
i n fo r m a t i o n
to
i n fo r m
y o u r
o w n c om p a n y ’ s
s t r a t e g y
a n d
fi n d
o u t
h o w A I - p o w e r e d
p l a tfo r ms c a n
h e l p
y o u c r e a t e
u l t r a - p er s on a li z e d
e x p er i en c e s t h a t
a r e
r e l ev a n t
a n d
m a x i m i z e
eve r y mo me n t
w i t h
y o u r
c o n su me r s .
6
71%
b e per i s im
ex p e c t c u s t om er
71%
s e r v i c e
t o
r
k n o w
the i
s to r y
a f t e r
fir s t
c o n t a c t
R I S I NG
C US TOM E R
E X P E C T A T I ON S
ex p e c t
b r a n d s t o
re s po nd w i t h i n
24
h o u r s o f
a
fl a gg e d i ss ue
ex p e c t
a r e s olu t i on w i t h i n
24
h o u r s
P E R S O N A L I Z A T I O N
A N D
C X
li e v e s o n a liz at i o n
v e r y p or t a n t
51%
a r e
w illi n g
t o s h are
per s o n a l d at a
f o r
mo re p e r s o nal iz e d
C X
45%
u s e v oic e
as si s t a n t s
C HAN G I N G
P R IV A C Y - D R IVE N
B E HA VI O R S
74%
s ay
p r i v a c y
i s m or e
im p or t a n t t h a n
onl in e e x per i en c e
41%
red uc ed
s oc i a l m e d i a
u s a ge d u e
t o
p r i v a c y c o n c e r n s
51%
w o rr y
v o i c e as si s t a n t s are
li s t en i n g w i t hou t c o n s e n t
69%
fi n d
i t
c r ee p y w hen t he y
rec e i v e a d s
f r om
v o i c e
as si s t a n t s
b ase d
o n u np r omp t e d
c u e s
7 10
G L O BA L H IG H L IG H T S
90%
96%
S U R V E Y
FI N D I N G S
P R I V A C Y
A N D P E R S ON A L I Z A T I ON : T H E
V A L U E
E X C H A N G E
P e r s o n a liz a t i o n
t h a t
h o n o r s
a n d
r e s pe c t s
co n s u m e r s ’
de s i r ed
l e v e l
f o r
p r i v a c y
i s
t h e
k e y
t o de li v er i ng e x p er i enc e s
t ha t
f ee l
“j u st
r i g h t ”
t o co n s u m e r s .
C o n s u m e r s
a r e
w illi n g
t o s h a r e mo r e
p er s o nal
i n f o r ma t i o n
i n
e x c hange f o r
a p er s o n a liz ed
e x p er i enc e
t ha t
f ee l s
r i g h t .
a r e
w il lin g
t o
sh a r e p er s on a l
d e t a i l s
f or a
m o r e
p e r s o n a l i z ed e x p e r ie nce
57 %
51 %
18-24
25-35
36-54
55-75
T h ou g h
mor e
pr i v ac y - w a r y , y ou ng e r
g e ne r a t i on s
a r e
mor e w i ll i ng
t o
s h a r e
p e r s on a l
de t a i l s i f
i t
me a n s
g e tt i ng
a
mor e p e r s o n al i z e d
ex p e r ie n ce .
T AKE A C TION
8
T ailor responses
and
personalize inter actions
to
maximize
consumer engagement.
P r ovide
value in
e x change for personal
information to impr ove customer
sa tisfaction
and
loyalty .
56%
38%
51%
C o n s u me r s
a r e a d j us t in g
t h e ir s o c ia l
m ed ia b e h a v ior
d ue t o
pr i v ac y c o n c e r n s .
T h e
y o un g er
t he
c o n s umer , t h e
mo r e
so c i a l
me d i a - a ver s e . I n
t h e
l a s t
12
m o n t h s :
4 1%
h a v e
r ed u c ed
s o c i a l
m ed i a u s e
d u e
t o p r i v a c y
co nce r n s
3 2%
h av e
qui t a t
l e a s t
o n e
s o c i a l
m ed i a p l a t f o r m d u e
t o p r i v a c y
co nce r n s
Soc i a l
m e d i a
p l a t f o r m s ab and o ne d :
40%
17%
18%
16%
9%
9
25-35
36-54
R E DUCE D
s o c i a l
m ed i a u s e d u e
t o p r i v a c y
co nce r n s
52 %
18-24
Q U IT
a t
l e a s t
o n e
s o c i a l
m ed i a p l a t f o r m d u e
t o p r i v a c y
co nce r n s
43 %
48 %
43 %
39 %
28%
28 %
55-75
16 %
It ’ s
important to
note tha t while privacy
concerns
ar e rising,
it is
not enough to curb
social
media
usage over all,
as
close
to
two-thir ds of r espondents
have
not changed their habits.
T AKE A C TION
Addr ess
privacy
concerns,
be
cognizant of consumers’
age
group
and
pr eferr ed social
channel,
and
drive social
str ategies accor dingly .
10
T H E
G D P R
E FF EC T :
A RE G I O N A L
C O M P A RI SO N
W i t h
t h e
f o c u s
o n
t h e
G e n e r a l
D a t a P r o t e c t i o n
R eg u l a t i o n
(G D P R ) i n
E u r o pe
o v e r
t h e p a s t
co u p l e
o f
y e a r s ,
o n e
m i g h t
e x pe c t
E u r o pe a n
r e s p o n de n t s
t o be
mo r e
co nce r n ed a bo u t
p r i v a c y
a n d
s o c i a l
m e d i a
u s e .
H o w e v e r ,
t h e
s t u d y
r e fl e c t s
s i m il a r
s e n t i m e n t
a n d be ha v i o r
p a tt er n
c hange s
a c r os s
r eg i o n s .
social media
due to
privacy concerns
40%
43%
31%
33%
social media
due to
privacy concerns
F A CEBOOK INS T A GRAM TWITTER SNAPCH A T
O THER
T AKE A C TION
Mark eters
must
understand consumers’
privacy
concerns
mor e
than simply adhering
to
privacy
r egula tions.
P r ovide
tr anspar ency
into the
da ta
tha t ’ s being
collected and
why ,
and
r etain
only
da ta
tha t
adds
value to
the customer ’ s
e xperience. 11 R E DUCE D
Q U IT
10%
8%
18%
14%
20%
15%
14%
20%
38%
43%
EUROPE
NOR TH
AME RIC A
EURO PE
NOR TH
A MERIC A
12 V O IC E
A SS I S T A N T S
A RE A
C A US E
F OR
C ON CE R N
T h e
u s e
o f
v o i ce
a ss i s t a n t s
a n d
de v i ce s s u c h
a s
A pp l e ’ s
S i r i ,
A ma z o n ’ s
A l e x a ,
a n d Goo g l e
H om e ,
i s
g r o w i n g
a n d
s o h a v e co nce r n s
a b o u t
t h e s e
de v i ce s
i m p r o pe r l y li s t e n i n g
t o co n v e r s a t i o n s .
o f
g l ob a l r e s po n d e n ts
u s e v o ice
a ss i st a n ts
T AKE A C TION
P rivacy
is
a cle ar
concern
and
one
tha t
consumers
ar e
willing
to
change their online behavior to
addr ess.
Be
pr oactive
and
openly addr ess
these
concerns
to continue
to
build
trust.
T his
becomes even mor e
critical
as
you
need
mor e,
not less,
da ta
to
deliver
the
personalized e xperiences
your
consumers
e xpect. 12 Nor th America
51%
Italy
49%
Spain
47%
UK
F r ance Germany
43%
43%
41%
Belgium
36%
Netherlands
28%
45%
o f
g l ob a l
r e s po n d e n ts w o rr y
t h a t
t h e i r
v o i c e a ss i st a n ts
a r e
l i st e n i n g t o
t h e m w i t h ...
推荐访问:2020年全球网络消费者指数报告 消费者 指数 报告