Similarweb：2024年消费趋势：新的价值方程式洞察报告（英文版）

ShapingTheMarket2O24|1

SHAPINGTHEMARKET2O24

2024CONSUMERTRENDS:ANEW

EQUATIONOFVALUE

CanBrandsMeetthe

EvolvingNeedsof

Consumersin2024?

TABLEOFCONTENTS

01Convenience5-9

02Eco-mindfulness

10-18

03AIassistance

19-23

04Turninsightsintoaction

24-29

ShapingTheMarket2O24|2

SUMMARY

Tightenedbeltsledtoareshapedconsumerlandscapein2023,

withchangesinbehaviorthat

willonlybecomemore

pronouncedin2024.In2023,

consumerslookedtolow-costoptionsastheyfoundtheir

walletssqueezedbutthisbegantoeasethroughthelatterpartoftheyear.In2024,theyare

prioritizingvalueandchoosingwiselywhattheyspendtheir

moneyon.

They’rebeingmoremindfuloftheenvironmentandoptingforservicesandtechnologythat

improvestheirqualityoflivingandgivesthemmoresparetime.Businessesthatadapttoand

resonatewiththeseevolving

consumerprioritiesstandpoisedtoflourish,buttheymustkeeptheconsumerattheheartofthedecisionstheymake.

DanielReid

SeniorInsightsAnalystatSimilarweb

ShapingTheMarket2O24|3

ShiftingConsumerTrends:UnveilingtheValue-Centric

Landscapefrom2023to2024

Theoverarchingtrendwearefocusingonhighlightstheevolutionfromthe

cost-consciousenvironmentof2023tothevalue-drivenlandscapeof2024.

Convenience:

Increasedusageofpersonalizedsubscriptionservices

Inthistransformation,consumersareinclined

towardsmaximizingtheutilityoftheirspending,

prioritizingvalueovercost-effectiveness.Within

thisvalue-centricparadigm,threekeytrendsare

anticipatedtoshapeconsumerbehavior:

Eco-mindfulness:

Preferenceforsustainablefashion,localbusiness,andrefurbishedgoods

AIassistance:

UsingAItohelptheoverallconsumerjourney,fromresearchtopurchase

Similarwebperformedanin-depthanalysisof

digitaldatasignalslikewebtrafficandappusagealongwithbehavioralanalysisofconsumer

searches,surveysandreal-worlduserqueriesfedintogenerativeAImodels,offeringamultifacetedviewofconsumerattitudesin2024.

ShapingTheMarket2O24|4

O1

CONVENIENCE

ShapingTheMarket2O24|5

Conveniencereignssupremeasconsumersprioritizequalityandprice

Inthenameofconvenience,consumersincreasinglyturntosubscription-based

businessmodelsthatworkforthemovertraditionalretailchannels.Weobservedtheriseofsubscriptionservicesacrossmultipleindustriesglobally-between4%-14%YoYinthepetfood,beautyandgroceryindustries-withusageandgrowth

acceleratingthroughthelatterpartoftheyear(2023).Thesesubscriptionservices

notonlysaveconsumerstimeandmoney,butalsopersonalizetheirofferingstomeettheconsumersspecificneeds.

Barkbox

Pethumanisationisanincreasingtrendintheindustry,BarkBoxleveragesthistocaptureagrowingsegmentofdogownerswillingtopaypremiumpricesforpersonalizedofferings.

PetSuppliesretailer

FunctionofBeauty

FunctionofBeautypersonalizesself-care,cateringtoaingredient-consciousconsumerseeking

efficacybeyondoff-the-shelfsolutionswhilealsoreceivinghugeinsightintotheircustomerbase.

Beautyretailer

Birchbox

Birchboxdeliversbeautydiscoverythroughcuratedboxes.Itsappeallastsbeyondconvenienceand

personalizationasitgivestheconsumersthe

chancetotrynewproductsandswitchuptheirroutines.

Beautyretailer

www.birchbox.co.uk

similrwebShapingTheMarket2O24|6

17.93M

14.86M

5.90M

SubscriptionbasedpetfoodservicesexperienceddynamicYoYgrowth

PetFoodD2CSubscriptions

OnlineMarketinSelectedCountries,Desktop&MobileWebinQ42023vsQ42022

Visits|SimilarwebData,Oct2023-Dec2023

Oct-Dec2022Oct-Dec2023

Highestgrowthrates

UnitedStates|Totalvisits

↑20.63%

UnitedKingdom|Totalvisits

↑36.63%

8.06M

Marketleader

Monthlyvisits540K

Marketleader

Monthlyvisits2.5M

3.76M

France|Totalvisits

↑14.05%

4.30M

4.10M

Germany|Totalvisits

↑3.35%

4.24M

MarketleaderMonthlyvisits270K

Marketleaderpetsdeli.de

Monthlyvisits247K

similrwebShapingTheMarket2O24|7

Consumersditchthepreptofeastlikeafoodiewithoutthefuss

Oct

JanFabMarAprMay

20%

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Jan

Fab

Mar

Apr

May

Jun

Jul

Aug

Sep

NovDec

ConsumersareincreasinglyturningtomealkitsovertraditionalgroceryserviceswithsubstantialrecentYoYgrowth

MealKits,GroceriesandCombinedView-YoYVisitGrowth-Worldwide

Desktop&MobileWeb,2022-2023

Kits

Total

Meal

Grocery

20%

10%

0%

-10%

-20%

2O22

2O23

FACTOR_

LargestWebsite

LargestGrowthWebsiteLargestGrowthApp

Q423

Q423|837Kmonthlyvisits

Q423|178Kmonthly

activeusers,Android

9.4M

Monthlyvisits

+107%+59%

LargestApp

Q423

HelloFreshistheglobalmarketleaderinthemealkitspacebutthoseseeingthelargestYoYgrowtharethosethattakeconveniencetoa

1.3M

wholenewlevel.BothyoufoodzandFactor_takeevenmorestressoutofthecookingprocessbyofferingfully-prepared,nutritionallybalanced

Monthlyactiveusers

mealsthatjustneedtobeheated.

*Largestgrowthofwebsitesorappswithover100Kmonthlyvisitorsoractiveusers

similrwebShapingTheMarket2O24|8

Thesweetspotwheresustainablechoicemeets

gastronomicdelight

Newmealserviceplayerspopupregularly,butthosewhothriveprovideconsumersvaluebeyondjustconvenience:

MealKitServices,UniqueVisitorsandQoQGrowth-UK

Desktop&MobileWeb,Q42023

Avg.uniquevisitors

Avg.monthlyvisits

Uniquevisitors%changeQoQ

dishpatch.co.uk

28.4K

50.6K

10%

riverford.co.uk

394.2K

804.9K

11%

abelandcole.co.uk

307.1K

716.4K

8%

139.5K

264.0K

-1%

gousto.co.uk

679.6K

1.3M

-2%

hellofresh.co.uk

2.0M

3.3M

4%

Abel&ColeandRiverfordsellorganicfruitandvegetableboxes,whileDishpatchgivesarestaurantexperiencefromthecomfortofyourownhome.

MealKitServices,UniqueVisitorsandQoQGrowth-US

Desktop&MobileWeb,Q42023

Avg.uniquevisitors

Avg.monthlyvisits

Uniquevisitors%changeQoQ

889.0K

1.5M

10%

2.5M

4.3M

8%

400.4K

714.4K

-3%

739.7K

1.5M

-10%

1.2M

2.2M

-30%

5.4M

8.8M

-10%

WhileFactor75givesconsumerschef-preparedmeals,thelargestgrowthbelongstoBlueApronwhooffersustainable,directfromsourceingredientstopreparetheirnutritionist-approvedrecipes.

similrwebShapingTheMarket2O24|

9

O2

ECO-MINDFULNESS

ShapingTheMarket2O24|10

Agreenrevolutionisimpactingconsumerdesire

Followingarecordbreakingyearforglobaltemperatures,consumersearchesforphrases

associatedwithgreenerpurchasesareincreasing.Eventhosethatsawarecentdecline,likeorganic,arebackontherise.

SearchVolumeforphrasescontainingsustainability-relatedkeywords

Worldwide,Monthly,2021-2023

202120222023

100.0M

75.0M

50.0M

25.0M

0.0K

RecyclableSustainableOrganicChemicalfreeRefillable

“Greenconsumerismhasgainedsocietalimportanceasaresultofsustainabilityconcernsandgrowing

consumerattentiontoenvironmentaldegradation.”

Dr.RambabuLavuri

similrwebShapingTheMarket2O24|

11

50%

42%

40%

34%

30%

29%

29%

27%

27%

20%

10%

0%

Productsmadefromecofriendlymaterials

46%

35%

41%

40%

Productsproducedlocally

41%

33%

products

Biodegradable

35%

41%

34%

36%

Manufacturerrefurbished

Reducedpackagedproducts

43%

36%

44%

37%

products

Recycled

43%

33%

products

Recyclable

GenZleadbyexampleonthegreenfront

While29%ofUSconsumerssaythattheircarbonfootprintmatterstothem,thisjumpstoover40%forthoseundertheageof25.Athirdofconsumersbetweentheagesof25-34saidthissentimentisreflectedintheirpurchasingbehaviors.

‘Whatmatterstoyou?’-Mycarbonfootprint

US,Nov2023

Total

18-24

25-34

45-54

55+

35-44

‘Morelikelythanoneyearagotobuy…’

US,Nov2023

18-24

25-34Total

Pre-ownedproducts

RepresentativesampleofUSconsumersn=2499(totalsample)

similrwebShapingTheMarket2O24|12

Productsmadefromecofriendlymaterials

40%

40%

44%

42%

produce

Local

43%

36%

products

Biodegradable

26%

24%

21%

17%

products

Refurbished

33%

27%

packaging

Reduced

37%

31%

products

Recyclable

Productsmadeofrecycledmaterials

41%

35%

Andtheirpreferencetobuysustainableremainsunchangedeveninthefaceofapremiumprice

Youngconsumersaremorelikelytoandperhapsevenexpecttopaymoreforproductsandservicesthatboastsustainablequalities-eventhosethatareassociatedwithalowercostlikerefurbishedandpre-owned.

‘Iwouldpaymorefor…’

US,Nov2023

18-24

25-34Total

Pre-ownedproducts

Forsomeconsumers,it'snotjustaboutsavingmoneyashighlightedintheirwillingnesstopaymoreforrefurbished/pre-owned.It'sabout

aligningvalueswithchoicesanddoingtheirbitfortheplanetdespitethelowercostoftheseproducts.

Screenshotfromrefurbishedtechprovider

similrwebShapingTheMarket2O24|

13

Sustainablefashionoutperformstheoverallindustry

WhileglobalvisitorstotopApparelwebsiteshasgrownYoY,thosecenteredaroundamoresustainablebusinessmodel(sustainablematerials,ethicalpractices,orsecondhandretail)grewatalargerpace-particularlyintheUK.

Websites-Top100Fashionvs.SustainableFashionAvg.Visitors-Worldwide

Desktop&MobileWeb,2022-2023

Avgmonthlyvisitors2022Avgmonthlyvisitors2023

YoY%change

Top100Fashion

616.3M

+3.4%

Sustainable

Fashion

72.9M

77.6M

637.5M

+6.4%

SustainableFashionmadeupof60secondhandretailandB-Corpcertifiedbrands

TopFashionAppsUK-Fashionvs.SustainableMonthlyActiveUsers

AndroidOnly(TopFashionApps),2022-2023

Avg2022MAUAvg2023MAU

YoY%change

Fashion

165.4K

+4%

Sustainable

Fashion

172.3K

286.0K

327.4K

+14%

Top60Fashionappsofwhich8areSustainableFashion

similrwebShapingTheMarket2O24|14

Consumersgivepre-loveditemsanewleaseonlife

Vintedisapeer-to-peermarketplaceforbuyingandsellingpre-ownedfashion.Their

meteoricriseintheFashionindustrycontinueswithgrowingvisitsandvisitorsacrossallplatforms.

VintedVisits(alldomainscombined)-Worldwide

Desktop&MobileWeb,2022-2023

Webvisits

YoY%change

2022

2023

Q42022

Q42023

1.0B

1.2B

289.2M

317.5M

+12%

+10%

VintedAvg.Visitors-UniqueVisitors&MAU*-Worldwide

Desktop&MobileWeb,*Androidonly,2022-2023

WebvisitorsAppMAU

YoY%change

2022

5.3M

15.3M

+24%

2023

6.6M

18.9M

Q42022

Q42023

6.0M

7.0M

17.5M

20.9M

+19%

similrwebShapingTheMarket2O24|15

monthlyvisits

#5inGermany

9.4Mmonthlyvisits

#7

5.5M

#1inFrance

30.5Mmonthlyvisits

#4inItaly

6.0Mmonthlyvisits

VintedisredefiningfashioninEurope

Vinted’swebtrafficthroughoutQ42023landedthemintheFashionindustry’stop10websitesacrossmultipleEuropeanmarkets:

Monthlyvisits

#6in

13.2M

theUK

inSpain

monthlyvisits

similrwebShapingTheMarket2O24|

16

2.9M

120.3K

94.3%

64.0%

55.5%

51.2%

41.8%

49.3K

1.1M

0.7M

30.3K

20.0K

1.5M

0.6M

5.5K

Consumerslooktobreathenewlifeintoproducts

Refurbishedandrepairwebsitesexperienceimpressivegrowthasconsumersstrayawayfrombuyingnew.Manyoftheseservicesappearedinourrankingsofthefastest-growingwebsitesof2023.

Fastest-GrowingHome&GardenSites2023-France

Avg.monthly

DomainYoY%changeTrafictotaluniquevisitors

1Ninjakitchen.fr

166.1%

3.6M

162.1K

2

T

162.2%

1.9M

64.1K

3

Youzd.fr

129.7%

1.8M

68.9K

4

Bissell.fr

95.7%

1.3M

73.5K

5

93.1%

1.4M

67.6K

Youzd.fr(+130%)sellsrefurbishedappliancesand(+93%)offerssparepartsforrepairs.

Fastest-GrowingConsumerElectronicsSites2023-Australia

Avg.monthly

DomainYoY%changeTrafictotaluniquevisitors

1

2.au

3

4.au

5.au

Sellingsecond-handconsumerelectronics,CeX()sawitstrafficalmostdoublefromthepreviousyear.

similrwebShapingTheMarket2O24|

17

Jun

75%

2.0M

70%

Nationalexpansion

1.5M

1.0M

500.0K

0.0K

Fab

Jul

Sep

Oct

Jan

Mar

Apr

May

Aug

Nov

“Areyougoingtofinishthat?”

Acrosstheglobe,aquietrevolutionistakingplacewhenitcomestofoodconsumption.

Consumersareembracingservicesthatcombatfoodwaste-likeTooGoodToGo,whichisseeinggrowthacrossEuropeandtheUS.

Fastest-GrowingFood&DrinkSites2023-France

Avg.monthly

DomainYoY%changeTrafictotaluniquevisitors

1

143.1%

2.5M

160.4K

2

88.4%

4.9M

228.8K

TooGoodToGo,MAU&YoY-US

Android&iOSCombined,2023

MonthlyactiveusersYoY%change

Dec

80%

60%

40%

20%

0%

Oneofthewaystheapp'spopularityhasbeenspreadingisvia"openingupthebab”

videosonTikTokandotherplatforms,whichresembleconsumerelectronics"unboxing"videosrevealingthegoodiesinside.

similrwebShapingTheMarket2O24|

18

O3

AIASSISTANCE

ShapingTheMarket2O24|19

250.0M

200.0M

150.0M

100.0M

50.0M

0.0K

Everydayconsumersaregettingtheirhandson

powerfulAItools

AIcontinuestobecomemoreaccessiblewithGoogle’sreleaseofBard(recentlyrenamedGemini)in2023,leveragingthehugedataattheirdisposalandlookingtorivalthecurrentmarketleaderChatGPT.

MonthlyWebsiteUniqueVisitors-Worldwide

Desktop&MobileWeb,2022-2023

The#18mostvisited

webdomain

JanFabMarAprMayJunJulAugSepOctNovDec

2O23

“WhilebothChatGPTandBardleveragelargelanguagemodels,theirstrengths

divergesignificantly.ChatGPTexcelsincreativecontentgeneration,spinningtalesandverseswithremarkablefluency.Bard,however,leanstowardsconsumer

applications,servingasadigitalassistantandknowledgerepository.Fromourinitialanalysis,theusersoftheseservicesareintunewiththestrengthsofbothandutilizethemaccordingly.”

MartaSulkiewicz|VPGlobalResearchSolution

Forconsumers,thesetoolsopenupaworldofpossibilityandtheiradoptionisnotjustafadprovedbytheirincreasingpopularity.Thesepossibilitiesrangefromcontentwritingtoreplacingwhatwasoncetheroleofthetraditionalsearchengine.Someusersareconductingwholeproductresearchjourneysviatheseservicesastheyallowfor

reviewscrapingandpricecomparisonallinoneecosystem.

similrwebShapingTheMarket2O24|

20

AIsearchqueriesfromrealusersviaSimilarwebResearchPanel

Personalizationisattheforefrontandthepossibilitiesareendless

OpenAIhasannouncedthelaunchofits

newGPTstoreallowingindividualsto

createcustomversionsofthegenerative

AI.Thesecouldrangefromtoolsandapps

tailoredtospecifictaskstofull-blown

digitalassistants.

Currently,theheadlineappontheGPTstore

belongstoApple’siPhoneappoftheyear-

AllTrails.Thisappallowsforpersonalized

trailrouterecommendations,basedonpast

history,specifiedhobbies,andinterests.

Thesearealteredaccordingtolocationand

currentpreferences.

ConsumersareconductingentireproductresearchjourneyswithinAI

“Iamlookingforachristmasgiftformymumwhoisaround55yearsold.Whatwouldyourecommend?”

France,Bard,December2023

“Giveme10popular

whichsolarpaneltobuy”

India,Bard,December2023

weddingdetail

productonetsy(withproductlink)“

“Ineedtodecide

Australia,Bing,December2023

similrwebShapingTheMarket2O24|

21

Consumersask:

“Givemethetop10anti-aging

productsintheUS.”

EltaMDSPF46Sunscreen

Bardanswers:

CurologyRich

Moisturizer

CeraVeSkinRenewingRetinolSerum

TruSkinVitaminC

FacialSerum

Paula'sChoice1%

RetinolBooster

RevisionSkincare

Revox7

ShaniDardenSkinCareRetinolReform

TracieMartynFirmingSerum

BeautyPieSuperRetinolAnti-AgingHandCream

L'OrealParisRevitalift12%Pure

VitaminC,E,SalicylicSerum

similrwebShapingTheMarket2O24|22

Electronics

Fashion

Jewelry

AIassistsprice-sensitiveshoppersintheirsearchforthebestvalueacrossmultipleindustries

“Bestbusinessclassdeals”

Bing,US

“Suggestlanguagelearningservicesbothcheapandgoodforpracticingspeaking”

Bard,Poland

“Top10trendyanti-agingdevices”

Bard,Poland

Learning

Travel

“FindmealabgrownringthatIcangetthemost

bangformybuck.”

Bard,US

AIsearchqueriesfromrealusersviaSimilarwebResearchPanel

Beauty

“Whichischeaper,qledorcrystal4k”

Bard,UK

“Wheretobuyvarietyof

menclothesforcheap”

Bing,Australia

similrwebShapingTheMarket2O24|

23

Turninsightsintoaction:

shapeyour2024retailstrategynow.

In2024’sdynamicecommercelandscape,traditionaldefinitionsofvaluehaveundergoneasignificant

transformation.Whileconsumersarestilllookingforthebestdeal,they'realsolookingforwaystooptimizetheirspendingandmaketheirmoneyworkthebest

forthem.

Attheheartofthisshiftliestheparamount

importanceofconvenience.Personalized

subscriptionshaveemergedasacornerstoneof

modernconsumerism,offeringtailoredsolutionsthatsavecustomerstimeandcatertotheirpreferences

andneeds.Convenienceunderscoresabroadersocietaldemandforseamless,hassle-free

experiences.

Butconvenienceisn’teverything.We’reinthemiddleofthegreenrevolution,duringwhichconsumersareincreasinglymindfuloftheirenvironmentalfootprintandimpactontheplanet.Thesespendinghabits

extendbeyondnichemarketsandnowimpact

purchasedecisions,suchasoptingforsustainablefashion,supportinglocalbusinesses,andbuyingrefurbishedorsecond-handgoods.

Lastbutnotleast-theloomingpresenceand

ever-growinginfluenceofAI.We’rejustnowseeingthe

beginningofAI'simpactontheecommerceindustry,

asconsumersusethesetoolsforsmarterresearch,

purchasedecisions,andoverallbuyingjourneys.With

AI,ecommercecompanieshaveanunprecedented

opportunitytoenhancecustomerexperienceand

driveengagement,fromproductrecommendations

andreal-timechatbotassistance.

Inanever-changinglandscape,identifyingthelatest

consumertrendsastheyunfoldisimperative.By

keepingapulseonshiftingpreferencesandbehaviors,

youcanidentifyemergingopportunities,anticipate

marketdemands,andtailoryourofferingstomeet

evolvingconsumerneeds.Notonlythat,butby

embracingthetrendsmostimportanttoconsumers,

you'llcultivatedeeperconnectionswithyour

audience,fosteringloyaltyandpoweringgrowth.

There'sanopportunitytodeliverexceptionalvalueto

consumersin2024:

AItothe

consumer’sbenefit

Aproductorservicethat

harnessesAIforpositiveimpact,makingthingseasierandmoreefficientforcustomers

Recipeforsuccessin2024

Consumersareseekingproductsthatdoitall–deliveringamazingvalue,

endlesspossibilities,andaconsciencetheycanfeelgoodabout.Wintheir

heartsbymasteringthiscombination.

Sustainabilityatitsheart

Aproductorservicethat

championsresponsiblechoices,empoweringconsumersto

makeapositiveimpact

Convenienceatthebestprice

Aproductorservicethatremovespainpointsfortheconsumerandworksfor

them

ShapingTheMarket2O24|24

METHODOLOGY

O1SurveyofUSrespondents

SimilarwebconductedasurveyinNovember2023of2,499USrespondentsaskingthemvariousquestionsaroundtheirspendinghabits.Somedataaroundspendinginrelationtomoreeco-friendlybehaviorsis

includedwithinthisreport.

O2GenerativeAIprompts

SimilarwebhasaccesstoapanelofconsumersforwhichwehavepermissiontotracktheirbehaviorsandaspartofthisareabletolookatandanalysetheirAIpromptstoserviceslikeChatGPT,Gemini(formerlyBard)andBingchat.Somepromptsassociatedwithuserspurchasejourneyshavebeenincludedusedwithinthisreport.

O3Websiteandappmetrics

Similarwebcollectsdataonwebsiteandappusage,rangingfromvisitstosearchvolumetoactiveappusers.Thedataiscollectedusingdigitalsignalsfromfoursourceswhicharethenblendedtogethertogivethewholepicture:DirectMeasurement,ContributoryNetwork,Partnerships,PublicData.Thesemetricsarepresentedinthesereportwiththevariouswebsitesandappscategorisedintoappropriateindustriestolookatlarger

markettrends.

Whilethereportpaintsavibrantpictureofevolvingconsumertrendsin2024,navigatingand

capitalizingonthemcanbedaunting.ThisiswhereSimilarwebenterstheequation.Withourpowerfuldigitalintelligencetools,businessescangain

actionableinsightsintoreal-timeconsumer

behavior,competitorstrategies,andmarketshifts,equippingthemtostayaheadofthecurveandthriveinthisdynamiclandscape.

ShapingTheMarket2O24|25

BehavioralConsumerandMarketIntelligence

OnlineBehavioralData,

PreandPo