墨西哥在線購物網(wǎng)站Andrea用戶市場調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSOnline

shops:

Andrea

shoppersin

MexicoConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAndreashoppers

inMexico:

who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Andreashoppers

inMexico

(’’brandusers’’)againstMexican

onlineshoppers

ingeneral

(’’categoryusers’’),

and

the

overall

Mexican

onliner,

labelled

as

’’allrespondents’’

inthecharts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Mexico)?

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:?

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

insightsAndrea

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:Andrea

shoppers

inMexicoManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAndrea

ismore

popularamongMillennials

thanother

onlineshops.Havingagood

timeismore

importantItstands

out

that49%

ofAndreatoAndreashoppers

thantoother

online

shoppers

managerecurrent

ordersAndrea

shoppers

access

theinternet

viaagamingconsole

more

often

thantheaverage

onlineshopper.shoppers.directly

viasmartphone

or

tablet.Compared

tootheronline

shops,Andrea

hasarelatively

highshareoffemale

shoppers.Career

and

education

are

relativelyprevalent

interests

of

Andreashoppers.17%

ofAndreashoppers

are

innovatorsor

early

adopters

ofnew

products.Onsocial

media,

Andreashoppersinteract

with

companies

more

oftenthan

other

onlineshoppers.Andrea

hasalarger

shareof

shopperswith

ahigh

income

than

other

onlineshops.Gardening

andplants

are

relativelypopularhobbiesamong

Andreashoppers.Arelatively

highshare

ofAndreashoppers

think

thatfood

&watersecurity

isanissuethatneeds

tobeaddressed.Andrea

shoppers

remember

seeing

adsinvideo

gamesmore

often

thanotheronlineshoppers.Andrea

shoppers

aremore

likely

toliveinlargecities

than

onlineshoppers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Andrea

is

more

popular

among

Millennials

than

other

online

shopsDemographic

profile:

generationsAgeof

consumersinMexicoBrand

users24%56%43%41%20%0%Category

usersAllrespondents30%24%24%3%32%4%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

MultiPick;Base:n=59,

Andrea

shoppers,

n=1013,

online

shoppers,

n=12151,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

online

shops,

Andrea

has

a

relatively

high

share

of

femaleshoppersDemographic

profile:

genderGenderofconsumersinMexicoBrand

users44%56%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=59,

Andrea

shoppers,

n=1013,

online

shoppers,

n=12151,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202366%

of

Andrea

shoppers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinMexico52%51%51%23%22%20%10%

10%8%8%8%7%7%

7%6%3%2%2%

2%1%

1%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=59,

Andrea

shoppers,

n=1013,

onlineshoppers,

n=12151,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Andrea

has

a

larger

share

of

shoppers

with

a

high

income

than

other

onlineshopsDemographic

profile:

incomeShare

ofconsumersinMexicointhehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users40%29%31%30%Category

usersAllrespondents36%34%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=59,

Andrea

shoppers,

n=1013,

online

shoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

online

shoppers,

Andrea

shoppers

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinMexicolive47%34%31%26%

26%18%17%17%15%10%8%7%7%7%5%

5%6%5%4%

4%Other0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

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=59,

Andrea

shoppers,

n=1013,

online

shoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Andrea

shoppers

are

more

likely

to

live

in

large

cities

than

online

shoppers

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinMexico41%36%34%22%19%18%

18%18%15%13%13%10%10%9%8%6%5%3%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=59,

Andrea

shoppers,

n=1013,

online

shoppers,

n=12151,

allrespondentsConsumer

Insights

Global

as

of

August

20237%

of

Andrea

shoppers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinMexicoBrand

users7%7%7%86%7%Category

usersAllrespondents89%4%88%5%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=59,

Andrea

shoppers,

n=1013,

onlineshoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedHaving

a

good

time

is

more

important

to

Andrea

shoppers

than

to

other

onlineshoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinMexico57%56%56%43%46%45%35%34%37%

39%34%32%35%35%

35%32%31%29%28%28%24%25%16%

15%11%10%10%10%6%5%Anhonest

and

Tobesuccessfulrespectable

lifeAhappyrelationshipLearningnew

thingsMaking

myown

decisionsSafety

andsecurityHavingagood

timeAdvancingmy

careerTraditionsSocial

justiceBrand

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=59,

Andrea

shoppers,

n=1013,

online

shoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Career

and

education

are

relatively

prevalent

interests

of

Andrea

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofAndreashoppersinMexico58%60%59%58%56%54%51%45%46%49%44%48%

48%47%47%46%46%46%45%43%38%38%

38%38%35%35%34%33%32%31%Movies,TVshows&musicFood

&diningFinance&economyCareer

&educationSportsHistoryArts&literatureFamily

&parentingHealth

&fitnessTravelBrand

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=59,

Andrea

shoppers,

n=1013,

online

shoppers,

n=12151,all

respondentsConsumer

Insights

Global

as

of

August

2023Gardening

and

plants

are

relatively

popular

hobbies

among

Andrea

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAndreashoppersinMexico54%51%45%49%49%45%46%46%45%44%44%43%42%41%41%

41%36%41%39%39%37%37%34%33%26%25%25%24%22%19%Cooking/bakingVideo

gamingOutdooractivitiesPetsReadingTravelingGardeningandplantsBoard

games/cardgamesCars/vehiclesTech

/computersBrand

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=59,

Andrea

shoppers,

n=1013,

online

shoppers,n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Andrea

shoppers

are

more

likely

to

go

running

orjogging

than

other

onlineshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAndreashoppersinMexico36%24%24%22%21%20%20%19%19%17%16%15%14%14%14%13%12%12%10%10%8%7%6%

6%5%

5%5%5%1%

1%BadmintonRunning/JoggingFitness,aerobics,cardioSoccerBasketballAmericanFootball

/FlagFootballYoga

/PilatesBaseball/SoftballCyclingVolleyball

/Beach

VolleyballBrand

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=34,

Andrea

shoppers,

n=950,

onlineshoppers,

n=6286,

all

respondentsConsumer

Insights

Global

as

of

August

2023Andrea

shoppers

are

more

likely

to

follow

boxing

than

other

online

shoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byAndrea

shoppersinMexico36%34%31%31%29%29%29%19%19%19%19%19%18%17%17%15%14%14%12%12%8%8%7%7%7%7%5%

5%4%

4%SoccerBoxingAmericanfootballBaseballBasketballCyclingMixedMartial

ArtsMotorsportsVolleyballGymnasticsBrand

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=30,

Andrea

shoppers,

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

Andrea

shoppers

manage

recurrent

orders

directly

viasmartphone

or

tabletConsumer

attitudes:ecommerce

&retailAgreementwithstatements

towards

ecommerce

&retail

inMexico54%

54%54%

55%53%52%49%42%34%32%29%25%24%18%17%Customer

reviews

on

the

When

IplanamajorIusuallymanagehabitual

/recurrentorders

directly

viamysmartphone

or

tabletWhen

Iorder

anitem,

I

Iamexcited

aboutusingprefer

express

shipping

Augmented

&VirtualReality

while

shoppinginternet

are

very

helpfulpurchase,Ialwaysdosome

researchon

the

internet

firstBrand

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=59,

Andrea

shoppers,

n=1013,

online

shoppers,

n=2027,

allrespondentsConsumer

Insights

Global

as

of

August

202317%

of

Andrea

shoppers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinMexico42%40%

40%30%29%27%18%17%14%14%12%

12%3%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

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=59,

Andrea

shoppers,n=1013,

online

shoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Andrea

shoppers

think

that

food

&

water

security

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

MexicoaccordingtoAndreashoppers71%75%70%60%56%57%54%60%58%58%57%54%

54%47%51%43%48%49%42%42%47%47%44%43%41%40%

40%29%30%25%CrimeEducationUnemploymentPovertyEconomicsituationFood

andwater

security

social

securityHealth

andEnvironmentRising

prices/inflation/cost

of

livingHousingBrand

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=59,

Andrea

shoppers,

n=1013,

online

shoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Andrea

shoppers

tend

to

have

more

left

leaning

political

views

than

other

onlineshoppersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinMexicoBrand

users36%22%32%10%Category

usersAllrespondents24%24%31%27%27%19%19%30%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=59,

Andrea

shoppers,

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

touchpointsAndrea

shoppers

access

the

internet

via

a

gaming

console

more

often

than

theaverage

online

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinMexicouse

regularly

toaccesstheinternet88%

88%87%73%

73%70%69%56%54%51%49%47%46%46%45%46%46%42%42%38%

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

TVGaming

consoleLaptopStreaming

deviceCategory

usersDesktop

PCTabletSmart

speakersSmartwatchBrand

usersAllrespondents26

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=59,

Andrea

shoppers,n=1013,

online

shoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Andrea

shoppers

interact

with

companies

more

often

thanother

online

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinMexicobytype75%68%59%66%59%63%54%61%59%

59%54%54%54%52%53%49%38%49%39%47%38%44%40%39%36%32%19%29%28%20%9%

10%2%2%

1%

1%FollowedpeopleSentprivate

Commented

Liked

postsPostedpictures/videosPosted

texts/statusSharedpostsbyother

usersFollowedcompaniesLikedcompanypostsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessageson

postsbyotherusersupdatespassivelyBrand

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=59,

Andrea

shoppers,n=1013,

online

shoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Andrea

shoppers

tend

to

read

daily

newspapersmore

often

than

onlineshoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinMexicohavebeen

using

inthepast4weeks88%

82%86%81%81%81%78%71%70%68%

65%66%64%56%45%

44%53%52%51%

51%48%46%45%44%32%30%28%28%28%26%14%4%3%DigitalvideocontentTVMovies

/cinemaDigitalmusiccontentRadioPodcastsOnlinenewswebsitesDailynewspapersMagazinesOnlinemagazinesWeeklynewspapersBrand

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=59,

Andrea

shoppers,

n=947,

online

shoppers,n=6058,

all

respondentsConsumer

Insights

Global

as

of

August

2023Andrea

shoppers

remember

seeing

ads

in

video

games

more

often

than

otheronline

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAndreashoppersinMexicohavecome

across

digital

advertisinginthepast4weeks73%61%57%

58%49%53%51%48%47%44%44%38%36%42%40%31%36%34%

34%34%32%30%30%

30%31%31%27%25%12%

11%Video

portals

Video

streaming

Social

mediaservicesVideo

gamesWebsitesandappsof

brandsMusicportalsOnlinestoresEditorialwebsitesandappsOtherappsBlogs/forumsBrand

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=59,

Andrea

shoppers,n=1013,

online

shoppers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Andrea

shoppers

remember

ads

they

saw

in

printed

daily

newspapers

moreoften

than

other

online

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinMexicohavecome

across

non-digital

advertisinginthepast4weeks68%56%

56%59%58%45%43%

44%42%41%28%

28%37%36%22%

21%32%25%

25%29%17%

17%22%21%OnTVOnadvertisingspacesDirectly

inthestoreAtthemovies/cinemaInprinteddailynewspapersInprintedmagazinesandjournalsOntheradioBy

mailshot

/advertisingmailon

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=59,

Andrea

shoppers,n=10