墨西哥在线购物网站sears.com.mx用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSOnline

shops:

.mxshoppers

in

MexicoConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

of.mx

shoppers

inMexico:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

.mx

shoppers

inMexico

(’’brandusers’’)

againstMexican

onlineshoppers

ingeneral(’’category

users’’),

and

theoverall

Mexican

onliner,labelled

as’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

Mexico)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insights.mx

ranks

outside

the

top

10

of

most

used

online

shops

in

MexicoManagement

summary:

brandusageand

competitionTop10

most

used

onlineshopsinMexicoAmazon.mxWalmart63%56%36%22%21%.mx.mxHome

DepotCostco21%19%12%10%10%4Notes:"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=1013,

online

shoppersConsumer

Insights

Global

as

of

August

2023Sources:.mx

shoppers

in

MexicoManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints.mx

is

more

popularamongMillennials

thanother

onlineshops.Ahappy

relationship

ismore

importantItstands

out

that49%

of.mx.mx

shoppers

access

theinternet

viaasmart

speaker

more

oftenthan

theaverage

online

shopper.to.mx

shoppers

than

toother

shoppers

they

prefer

express

shipping.onlineshoppers.Compared

tootheronline

shops,39%

of.mx

shoppers

areinnovators

or

early

adopters

ofnewproducts..mx

hasarelatively

highshare

Health

and

fitnessare

relativelyOnsocial

media,

.mxshoppers

interact

with

companies

moreoften

than

other

onlineshoppers.of

female

shoppers.prevalent

interests

of

.mxshoppers..mx

hasalarger

share

ofArelatively

highshare

of.mxshoppers

think

thatunemployment

isanissuethatneeds

tobeaddressed.shoppers

with

ahigh

income

than

other

Traveling

isarelatively

popularhobby.mx

shoppers

rememberseeing

adson

videostreaming

servicesmore

often

than

other

onlineshoppers.onlineshops.among

.mx

shoppers..mx

shoppers

are

more

likelytoliveinmegacities

than

onlineshoppers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+.mx

is

more

popular

among

Millennials

than

other

online

shopsDemographic

profile:

generationsAgeof

consumersinMexicoBrand

users16%60%23%2%3%Category

usersAllrespondents30%32%43%41%24%24%4%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

MultiPick;Base:n=57,

.mxshoppers,

n=1013,

online

shoppers,

n=12151,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

online

shops,

.mx

has

a

relatively

high

share

offemale

shoppersDemographic

profile:

genderGenderofconsumersinMexicoBrand

users46%54%Category

usersAllrespondents51%49%51%49%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=57,

.mx

shoppers,

n=1013,

online

shoppers,

n=12151,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

.mx

shoppers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinMexico61%52%51%23%22%11%10%11%10%9%9%8%7%7%6%2%

2%1%

1%0%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=57,

.mxshoppers,

n=1013,online

shoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:.mx

has

a

larger

share

of

shoppers

with

a

high

income

than

otheronline

shopsDemographic

profile:

incomeShare

ofconsumersinMexicointhehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users63%20%17%Category

usersAllrespondents36%34%30%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=57,

.mx

shoppers,

n=1013,

online

shoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

online

shoppers,

.mx

shoppers

are

relatively

likelyto

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinMexicolive54%34%31%26%

26%18%18%

17%16%8%7%

7%7%5%

6%5%4%

4%Other4%4%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-Two

or

moregenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;Base:

n=57,

.mx

shoppers,

n=1013,

online

shoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023.mx

shoppers

are

more

likely

to

live

in

megacities

than

onlineshoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinMexico37%36%34%23%19%18%

18%18%16%16%13%13%10%9%6%5%5%4%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

online

shops

have

you

bought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=57,

.mx

shoppers,

n=1013,

online

shoppers,n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

20239%

of

.mx

shoppers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinMexicoBrand

users9%88%4%4%5%Category

usersAllrespondents7%89%7%88%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;Base:

n=57,

.mx

shoppers,

n=1013,

onlineshoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

more

important

to

.mx

shoppers

than

to

otheronline

shoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinMexico57%56%49%47%47%45%37%43%40%39%37%32%31%35%

35%35%

35%28%

28%25%23%16%16%15%11%12%10%6%5%4%TobesuccessfulAhappyrelationshipAnhonest

andrespectable

lifeLearningnew

thingsMaking

myown

decisionsSafety

andsecurityAdvancingmy

careerHavingagood

timeSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=57,

.mxshoppers,

n=1013,

online

shoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Health

andfitness

are

relatively

prevalent

interests

of

.mx

shoppersConsumer

lifestyle:

main

interestsTop10

interestsof.mx

shoppersinMexico70%68%68%67%63%63%60%58%58%56%53%52%49%48%

48%46%45%

46%45%44%

43%44%39%38%38%38%35%34%32%31%Food

&diningHealth

&fitnessMovies,TVshows&musicTravelFinance&economyScience

&technologyCareer

&educationFashion&beautyFamily

&parentingArts&literatureBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=57,

.mxshoppers,

n=1013,

online

shoppers,n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveling

is

a

relatively

popular

hobby

among

.mx

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

of.mx

shoppersinMexico72%63%63%58%58%54%49%47%46%46%45%45%

45%44%43%41%

41%41%39%36%

37%37%35%34%33%33%Pets25%26%25%24%TravelingReadingVideo

gamingCooking/bakingTech

/computersOutdooractivitiesSocializingCars/vehiclesPhotographyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

frominthe

past12

months?";

Multi

Pick;Base:

n=57,

.mx

shoppers,

n=1013,

online

shoppers,n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023.mx

shoppers

are

more

likely

to

play

basketball

than

other

onlineshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesof.mx

shoppersinMexico35%33%33%28%23%22%21%21%20%19%19%18%18%16%16%16%13%12%12%10%8%7%6%

6%5%

5%5%5%2%

2%TableTennisBasketballRunning/JoggingSoccerFitness,aerobics,cardioYoga

/PilatesBaseball/SoftballCyclingVolleyball

/Beach

VolleyballAmericanFootball

/FlagFootballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=37,

.mxshoppers,

n=950,online

shoppers,

n=6286,

all

respondentsConsumer

Insights

Global

as

of

August

2023.mx

shoppers

are

more

likely

to

follow

American

football

than

otheronline

shoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

by.mx

shoppersinMexico35%35%31%30%29%28%26%23%23%21%21%19%18%18%17%15%14%14%12%12%8%7%

8%7%7%7%5%

5%4%

4%AmericanfootballSoccerBasketballBoxingBaseballMotorsportsTennisGymnasticsVolleyballCyclingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

online

shops

have

you

bought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=25,

.mxshoppers,n=726,

online

shoppers,

n=4646,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineshopping•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

49%

of

.mx

shoppers

they

prefer

express

shippingConsumer

attitudes:ecommerce

&retailAgreementwithstatements

towards

ecommerce

&retail

inMexico63%58%55%54%52%53%49%37%34%32%30%25%24%18%17%When

Iplanamajor

Customer

reviews

on

the

When

Iorder

anitem,

IIusuallymanagehabitual

/recurrentorders

directly

viamysmartphone

or

tabletIamexcited

aboutusingAugmented

&VirtualReality

while

shoppingpurchase,Ialwaysdosome

researchon

the

internet

firstinternet

are

very

helpful

prefer

express

shippingBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

from

in

the

past

12

months?";

Multi

Pick;

Base:

n=57,

.mxshoppers,

n=1013,

online

shoppers,n=2027,

all

respondentsConsumer

Insights

Global

as

of

August

202339%

of

.mx

shoppers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinMexico40%

40%32%30%29%28%18%18%17%16%12%

12%7%1%1%InnovatorsEarly

adoptersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggardsBrand

users22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:

n=57,

.mxshoppers,

n=1013,

online

shoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

.mx

shoppers

think

that

unemployment

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Mexicoaccordingto.mx

shoppers77%

71%70%60%57%63%63%58%54%54%60%60%57%58%48%54%54%43%49%42%47%40%46%43%42%41%40%31%37%30%CrimeEducationUnemploymentEconomicsituationPovertyRising

prices/inflation/cost

of

livingHealth

andsocial

securityEnvironmentFood

andwater

securityClimatechangeBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";Multi

Pick;Base:n=57,

.mx

shoppers,

n=1013,

online

shoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

.mx

shoppers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinMexicoBrand

users28%53%14%5%Category

usersAllrespondents24%31%27%19%24%30%27%19%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

from

in

the

past12

months?";

Multi

Pick;

Base:

n=57,

.mxshoppers,

n=1013,

online

shoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpoints.mx

shoppers

access

the

internet

via

a

smartspeaker

more

oftenthan

the

average

online

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinMexicouse

regularly

toaccesstheinternet96%88%

87%86%81%75%73%70%68%67%65%61%56%54%49%49%46%46%45%38%

38%35%33%34%31%26%24%SmartphoneSmart

TVLaptopGaming

consoleBrand

usersTabletSmart

speakersAllrespondentsDesktop

PCStreaming

deviceSmartwatchCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;Base:

n=57,

.mx

shoppers,n=1013,

online

shoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

.mx

shoppers

interact

with

companies

more

oftenthan

other

online

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinMexicobytype74%70%68%59%

59%67%54%67%54%61%59%54%54%

54%52%53%39%46%46%38%36%40%

40%39%39%38%29%28%20%19%9%

10%7%1%

1%0%SentprivatemessagesFollowedpeopleLiked

posts

CommentedPostedpictures/videosLikedcompanypostsPosted

texts/statusSharedpostsbyother

usersFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotheruserson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:

n=57,

.mx

shoppers,n=1013,

online

shoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023.mx

shoppers

tend

to

read

online

magazines

more

often

than

onlineshoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinMexicohavebeen

using

inthepast4weeks89%82%81%88%81%84%71%81%70%

70%67%67%52%65%65%64%63%53%51%48%45%45%

44%44%32%30%28%28%

28%26%16%4%3%DigitalvideocontentTVMovies

/cinemaRadioPodcastsOnlinenews

DigitalmusicOnlinemagazinesMagazinesDailyWeeklywebsitescontentnewspapers

newspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

shops

have

you

bought

somethingfromin

the

past

12

months?";

Multi

Pick;Base:n=57,

.mx

shoppers,

n=947,

onlineshoppers,

n=6058,

all

respondentsConsumer

Insights

Global

as

of

August

2023.mx

shoppers

remember

seeing

ads

on

video

streaming

servicesmore

often

than

other

online

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhere.mx

shoppersinMexicohavecome

across

digital

advertisinginthepast4weeks67%63%61%58%57%51%51%49%48%47%44%42%40%40%40%39%38%36%34%

34%32%31%30%

30%30%31%29%27%27%25%Video

portals

Video

streaming

Social

mediaservicesMusicportalsVideo

gamesOnlinestoresWebsitesandappsof

brandsEditorialwebsitesandappsOtherappsSearch

enginesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

online

shops

have

you

bought

something

fromin

the

past12

months?";

Multi

Pick;

Base:n=57,

.mxshoppers,n=1013,

online

shoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

202358%

of

.mx

shoppers

remember

ads

they

saw

directly

in

the

storeMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinMexicohavecome

across

non-digital

advertisinginthepast4weeks58%58%58%56%

56%47%45%44%

44%43%42%42%30%28%

28%26%21%25%

25%22%21%22%17%

17%Directly

inthestoreAtthemovies/cinemaOnTVOnadvertisingspacesOntheradioInprintedmagazinesandjournalsBy

mailshot

/advertisingmailInprinteddailynewspaperson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=57,

.mxshoppers,

n=1013,

online

shoppers,

n=12151,