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新型コロナウイルス感染症（COVID-19）の発生から1年が経ち、今もなお多くの国が経済活動を制限するなか、消費者の行動は何年も前からゆっくり進んでいた変化を加速させるものとなっています。「世界の消費者意識調査2021年3月」では、世界の消費者を分ける4つの境界線が明らかになりました。企業にとっては、それぞれの消費者グループの特徴を理解し、その行動を予測することが、未来への備えにつながるでしょう。
世界の消費者意識調査のデータを見る
データを地域ごとに比較し、世界標準や他地域と比較する
| Questions and Answers | グローバル | オーストラリア | ブラジル | カナダ | 中国 | エジプト | フランス | ドイツ | 香港 | インドネシア | 日本 | 韓国 | マレーシア | メキシコ | オランダ | フィリピン | ロシア | サウジアラビア | シンガポール | 南アフリカ | スペイン | タイ | アラブ首長国連邦 | アメリカ | ベトナム |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 購買チャネル過去1年間において、以下の購買チャネルで商品（衣服、書籍、電子機器など）を購入した頻度を教えてください。 | |||||||||||||||||||||||||
Data shown:
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| 実店舗 | 42% | 56% | 25% | 43% | 50% | 41% | 42% | 37% | 62% | 36% | 41% | 37% | 40% | 37% | 38% | 42% | 41% | 56% | 46% | 37% | 36% | 38% | 43% | 50% | 63% |
| PC | 30% | 34% | 31% | 25% | 41% | 33% | 29% | 22% | 29% | 26% | 13% | 43% | 30% | 26% | 29% | 30% | 25% | 44% | 36% | 20% | 28% | 24% | 30% | 39% | 44% |
| タブレット | 33% | 37% | 30% | 28% | 40% | 38% | 36% | 31% | 36% | 32% | 22% | 46% | 30% | 23% | 33% | 30% | 25% | 39% | 47% | 20% | 28% | 25% | 29% | 42% | 40% |
| 携帯電話またはスマートフォン | 39% | 46% | 34% | 34% | 58% | 42% | 34% | 31% | 44% | 44% | 19% | 56% | 42% | 30% | 37% | 36% | 28% | 42% | 48% | 27% | 36% | 37% | 43% | 49% | 55% |
| スマートホーム音声アシスタント（Amazon Echo, Google Home, Samsung SmartThingsなどのハブ） | 37% | 47% | 35% | 36% | 47% | 37% | 36% | 40% | 53% | 39% | 24% | 45% | 43% | 26% | 37% | 32% | 26% | 37% | 40% | 26% | 31% | 31% | 28% | 51% | 36% |
| 商品カテゴリー以下の商品カテゴリーについて、過去6カ月間にオンラインでの買物または実店舗での買物に変化はありましたか？ | |||||||||||||||||||||||||
Answers are:
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| ファッション（洋服および靴） | 79%,51% | 83%,56% | 76%,41% | 81%,46% | 95%,48% | 74%,57% | 79%,55% | 85%,58% | 79%,60% | 65%,33% | 69%,68% | 86%,54% | 75%,37% | 76%,42% | 82%,52% | 70%,43% | 71%,53% | 89%,44% | 80%,45% | 67%,57% | 84%,49% | 72%,49% | 77%,48% | 83%,43% | 79%,52% |
| 電子機器（カメラ、テレビ、PCを含む） | 71%,52% | 76%,61% | 76%,35% | 74%,47% | 85%,50% | 70%,52% | 64%,60% | 80%,59% | 71%,71% | 40%,30% | 66%,61% | 75%,54% | 56%,42% | 67%,43% | 78%,51% | 49%,46% | 67%,52% | 82%,56% | 63%,49% | 66%,52% | 76%,51% | 59%,52% | 75%,58% | 76%,47% | 60%,59% |
| スポーツ・フィットネス | 58%,46% | 62%,56% | 56%,33% | 58%,43% | 77%,51% | 58%,45% | 54%,52% | 58%,50% | 61%,49% | 38%,31% | 51%,54% | 65%,51% | 47%,37% | 57%,41% | 56%,43% | 47%,36% | 57%,45% | 76%,52% | 55%,35% | 51%,47% | 70%,51% | 55%,43% | 60%,51% | 58%,42% | 60%,45% |
| 食料品（一般食品、飲料を含む） | 58%,66% | 58%,74% | 51%,57% | 53%,65% | 84%,66% | 62%,56% | 47%,67% | 43%,81% | 84%,65% | 57%,54% | 46%,80% | 81%,59% | 60%,60% | 64%,55% | 51%,66% | 47%,65% | 54%,71% | 68%,60% | 71%,63% | 47%,66% | 61%,68% | 56%,69% | 70%,61% | 64%,59% | 66%,63% |
| 美容・健康用品（化粧品） | 68%,53% | 69%,61% | 67%,45% | 64%,49% | 83%,50% | 71%,51% | 58%,59% | 61%,67% | 75%,61% | 59%,37% | 54%,62% | 81%,53% | 69%,42% | 69%,46% | 66%,54% | 64%,43% | 71%,55% | 74%,47% | 74%,46% | 58%,52% | 70%,57% | 71%,50% | 77%,50% | 71%,50% | 75%,47% |
| 家電商品（冷凍庫、電子レンジなどを含む） | 61%,54% | 64%,65% | 65%,41% | 53%,50% | 74%,56% | 66%,55% | 56%,59% | 70%,61% | 69%,64% | 36%,38% | 53%,64% | 66%,57% | 47%,47% | 62%,47% | 72%,53% | 38%,48% | 60%,51% | 70%,52% | 55%,46% | 59%,56% | 59%,56% | 48%,55% | 58%,53% | 63%,46% | 61%,55% |
| DIY・リフォーム用品 | 61%,54% | 60%,64% | 52%,43% | 56%,52% | 75%,51% | 63%,53% | 51%,63% | 62%,63% | 75%,60% | 45%,35% | 50%,63% | 70%,55% | 67%,44% | 62%,48% | 65%,61% | 61%,44% | 59%,55% | 80%,52% | 64%,43% | 52%,54% | 63%,55% | 61%,50% | 72%,52% | 65%,52% | 62%,49% |
| 実店舗 vs. オンライン現在の状況で実店舗で買い物をする時、以下のどの項目を重視しますか？（上位3つの回答を抽出） | |||||||||||||||||||||||||
| その店舗がCOVID-19の健康・安全基準を満たす証明書 | 27% | 24% | 39% | 31% | 29% | 26% | 27% | 21% | 20% | 30% | 18% | 21% | 36% | 42% | 19% | 44% | 14% | 22% | 22% | 33% | 29% | 29% | 32% | 31% | 30% |
| 支払い時などの対人接触有無 | 18% | 16% | 17% | 15% | 23% | 19% | 17% | 19% | 17% | 16% | 7% | 18% | 18% | 23% | 22% | 17% | 22% | 22% | 21% | 18% | 16% | 23% | 21% | 15% | 21% |
| ローカル商品の購入可否 | 23% | 30% | 25% | 23% | 10% | 20% | 27% | 30% | 25% | 31% | 18% | 18% | 22% | 25% | 18% | 23% | 18% | 27% | 25% | 31% | 25% | 19% | 26% | 23% | 23% |
| 安全・衛生対策の強化 (店内の人数制限、手指の消毒設備、店舗の清掃、保護シールドなど） | 31% | 28% | 36% | 40% | 33% | 35% | 28% | 28% | 25% | 31% | 18% | 20% | 38% | 44% | 23% | 50% | 22% | 32% | 30% | 41% | 41% | 38% | 31% | 36% | 27% |
| 革新的な店内設備（完全自動化店舗、マジックミラー、電子タグ、体験型店舗デザイン） | 12% | 13% | 6% | 7% | 22% | 18% | 10% | 10% | 19% | 15% | 8% | 12% | 11% | 16% | 12% | 10% | 12% | 21% | 15% | 9% | 14% | 13% | 13% | 14% | 16% |
| プレミアムサービス（e.g., 特別対応、カスタマイゼーション、専門家とのの相談） | 12% | 10% | 10% | 8% | 16% | 20% | 8% | 8% | 13% | 9% | 11% | 15% | 10% | 10% | 14% | 8% | 20% | 16% | 13% | 8% | 11% | 10% | 9% | 10% | 17% |
| 店舗に行くことに対する社会的環境 | 15% | 18% | 13% | 15% | 19% | 13% | 26% | 14% | 15% | 12% | 9% | 11% | 11% | 12% | 15% | 12% | 10% | 16% | 23% | 13% | 17% | 16% | 13% | 16% | 13% |
| 特別または限定商品、メンバーシップ、ロイヤリティプログラム | 17% | 17% | 22% | 13% | 20% | 22% | 15% | 12% | 18% | 16% | 23% | 28% | 12% | 24% | 14% | 7% | 21% | 23% | 13% | 16% | 16% | 20% | 15% | 13% | 13% |
| 知識豊富でやり取り可能な販売員 | 18% | 17% | 18% | 15% | 20% | 16% | 16% | 18% | 16% | 20% | 17% | 25% | 15% | 19% | 18% | 23% | 13% | 18% | 18% | 17% | 24% | 19% | 17% | 14% | 27% |
| すばやく簡単に気になる商品を見つけることができる | 31% | 29% | 31% | 31% | 33% | 27% | 25% | 32% | 29% | 27% | 43% | 28% | 30% | 19% | 36% | 36% | 33% | 21% | 28% | 37% | 22% | 22% | 31% | 40% | 31% |
| 商品の豊富さ | 28% | 36% | 22% | 28% | 18% | 14% | 28% | 34% | 31% | 26% | 31% | 18% | 31% | 22% | 35% | 18% | 47% | 20% | 37% | 35% | 24% | 19% | 33% | 25% | 19% |
| 未だ実際に商品を手に取ることを好む | 33% | 34% | 22% | 37% | 28% | 28% | 33% | 35% | 43% | 27% | 52% | 35% | 29% | 18% | 29% | 36% | 43% | 20% | 43% | 29% | 34% | 37% | 26% | 29% | 31% |
| 実店舗に行くことははばかられる | 4% | 3% | 4% | 4% | 4% | 8% | 5% | 5% | 1% | 5% | 4% | 4% | 7% | 2% | 4% | 3% | 2% | 5% | 1% | 3% | 2% | 3% | 3% | 5% | 4% |
| 実店舗 vs. オンライン現在の状況でオンラインショッピングをする時、以下のどの項目を重視しますか？（上位3つの回答を抽出） | |||||||||||||||||||||||||
| すばやく簡単に気になる商品を見つけることができる | 36% | 39% | 35% | 36% | 38% | 29% | 26% | 41% | 43% | 32% | 43% | 32% | 35% | 35% | 38% | 43% | 38% | 30% | 36% | 37% | 35% | 26% | 29% | 36% | 37% |
| 欲しい商品の在庫状況 | 38% | 47% | 36% | 47% | 28% | 38% | 44% | 42% | 35% | 39% | 49% | 25% | 37% | 41% | 39% | 30% | 40% | 30% | 36% | 40% | 35% | 33% | 27% | 43% | 31% |
| 実店舗と比較した際の在庫の豊富さ | 30% | 29% | 25% | 27% | 40% | 27% | 30% | 26% | 36% | 22% | 46% | 28% | 29% | 25% | 33% | 27% | 33% | 20% | 28% | 28% | 32% | 30% | 28% | 31% | 31% |
| モバイルアプリ・インターフェースの利便性 | 28% | 31% | 27% | 26% | 25% | 26% | 24% | 24% | 29% | 29% | 19% | 18% | 35% | 23% | 19% | 52% | 29% | 31% | 40% | 35% | 22% | 44% | 33% | 29% | 34% |
| オンラインカスタマーレビューの有無 | 29% | 23% | 23% | 27% | 28% | 32% | 28% | 22% | 30% | 36% | 28% | 29% | 33% | 26% | 21% | 39% | 37% | 25% | 34% | 34% | 28% | 41% | 32% | 30% | 49% |
| 良い返品ポリシー（無料返品、オンライン購入時の実店舗返品可否など） | 32% | 32% | 31% | 37% | 40% | 34% | 32% | 38% | 28% | 31% | 17% | 25% | 27% | 40% | 36% | 31% | 26% | 30% | 39% | 37% | 35% | 29% | 29% | 31% | 29% |
| 配送のスピード・信頼性（即日配送、実店舗や指定箇所での商品受け取り、配送中の商品状況確認など） | 42% | 46% | 49% | 42% | 43% | 29% | 44% | 41% | 33% | 43% | 27% | 41% | 41% | 51% | 35% | 44% | 43% | 36% | 46% | 48% | 50% | 43% | 40% | 43% | 44% |
| 個人に合わせたサービス | 17% | 16% | 26% | 13% | 23% | 27% | 18% | 18% | 19% | 17% | 7% | 23% | 18% | 25% | 13% | 11% | 13% | 30% | 12% | 16% | 18% | 7% | 23% | 16% | 8% |
| オンラインでの特別または限定商品、メンバーシップ、ロイヤリティプログラム | 21% | 17% | 24% | 16% | 17% | 27% | 18% | 18% | 19% | 25% | 32% | 35% | 22% | 22% | 24% | 14% | 19% | 31% | 23% | 15% | 22% | 20% | 26% | 17% | 17% |
| 今後の支出以下の商品カテゴリーについて、今後6カ月間の支出予定を可能な限り予想してください。 | |||||||||||||||||||||||||
Answers are:
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| 旅行 | 20%,35%,45% | 21%,45%,34% | 27%,31%,42% | 12%,39%,49% | 27%,33%,39% | 32%,39%,29% | 15%,47%,38% | 14%,40%,46% | 14%,23%,64% | 30%,33%,37% | 12%,38%,50% | 19%,31%,50% | 15%,17%,68% | 19%,30%,50% | 14%,40%,46% | 21%,25%,54% | 16%,38%,46% | 32%,34%,35% | 17%,21%,63% | 27%,31%,42% | 14%,35%,51% | 25%,34%,41% | 30%,25%,45% | 22%,39%,39% | 33%,33%,34% |
| 芸術・文化・スポーツ | 17%,46%,37% | 17%,57%,26% | 21%,40%,39% | 12%,50%,38% | 27%,46%,27% | 27%,44%,29% | 12%,56%,33% | 12%,49%,39% | 12%,39%,49% | 23%,46%,31% | 9%,56%,35% | 20%,39%,41% | 13%,33%,54% | 19%,42%,39% | 13%,49%,37% | 16%,38%,45% | 12%,48%,40% | 32%,40%,28% | 16%,37%,48% | 16%,46%,38% | 15%,43%,42% | 16%,41%,44% | 22%,44%,34% | 23%,44%,33% | 17%,53%,30% |
| 自宅でのエンターテインメント（本、音楽、映画、ビデオゲーム） | 29%,51%,20% | 20%,60%,20% | 45%,37%,19% | 27%,55%,18% | 36%,45%,18% | 32%,43%,25% | 18%,61%,21% | 22%,62%,15% | 36%,40%,24% | 36%,41%,23% | 24%,62%,14% | 32%,48%,20% | 28%,37%,35% | 40%,34%,26% | 21%,62%,17% | 36%,37%,27% | 22%,53%,25% | 41%,35%,24% | 29%,47%,25% | 32%,44%,24% | 29%,53%,18% | 22%,49%,29% | 33%,42%,26% | 32%,50%,18% | 35%,52%,12% |
| ファッション（洋服および靴） | 26%,50%,23% | 23%,54%,23% | 33%,42%,25% | 18%,56%,26% | 45%,40%,15% | 45%,38%,16% | 15%,61%,24% | 19%,64%,17% | 22%,43%,35% | 33%,44%,23% | 12%,66%,22% | 29%,46%,25% | 21%,39%,40% | 32%,39%,29% | 20%,61%,19% | 25%,39%,37% | 23%,59%,18% | 36%,43%,21% | 26%,42%,33% | 36%,40%,23% | 25%,51%,23% | 25%,40%,35% | 32%,45%,23% | 26%,49%,25% | 41%,40%,19% |
| 食料品 | 38%,52%,10% | 27%,63%,9% | 47%,37%,16% | 34%,57%,8% | 47%,44%,8% | 47%,39%,14% | 18%,68%,14% | 24%,65%,10% | 45%,43%,12% | 48%,39%,13% | 25%,67%,8% | 43%,47%,9% | 49%,41%,10% | 55%,37%,8% | 24%,64%,11% | 66%,24%,11% | 24%,67%,9% | 49%,36%,15% | 52%,42%,7% | 52%,37%,11% | 32%,59%,8% | 38%,50%,12% | 58%,34%,8% | 44%,48%,9% | 57%,36%,7% |
| 電子機器 | 24%,53%,24% | 19%,60%,20% | 40%,38%,22% | 17%,58%,25% | 31%,48%,21% | 39%,39%,22% | 13%,61%,26% | 18%,64%,18% | 28%,42%,29% | 31%,42%,27% | 12%,72%,15% | 20%,50%,30% | 22%,46%,32% | 29%,39%,32% | 20%,69%,11% | 37%,34%,29% | 19%,52%,28% | 36%,40%,23% | 24%,51%,26% | 26%,46%,28% | 23%,53%,24% | 23%,49%,28% | 31%,41%,28% | 28%,50%,22% | 29%,53%,18% |
| 食品のテイクアウト | 33%,45%,22% | 22%,56%,21% | 32%,39%,30% | 31%,49%,20% | 37%,34%,28% | 40%,35%,24% | 15%,63%,22% | 24%,57%,19% | 51%,34%,15% | 42%,41%,17% | 29%,59%,13% | 41%,40%,19% | 50%,32%,18% | 48%,34%,18% | 26%,52%,21% | 50%,31%,19% | 24%,49%,28% | 36%,44%,19% | 53%,29%,19% | 31%,35%,34% | 31%,50%,19% | 47%,32%,21% | 47%,40%,13% | 35%,45%,19% | 37%,46%,17% |
| レストラン・バーでの食事 | 20%,38%,42% | 27%,47%,26% | 24%,32%,43% | 15%,38%,47% | 25%,39%,36% | 36%,35%,29% | 17%,48%,35% | 16%,44%,41% | 20%,35%,45% | 24%,37%,39% | 10%,49%,41% | 18%,39%,44% | 14%,27%,60% | 14%,34%,51% | 15%,40%,46% | 24%,18%,58% | 15%,37%,48% | 34%,33%,34% | 30%,30%,41% | 23%,34%,43% | 17%,38%,45% | 14%,39%,57% | 31%,38%,31% | 25%,35%,39% | 22%,39%,39% |
| スポーツ・フィットネス | 19%,53%,28% | 18%,61%,21% | 25%,48%,27% | 13%,62%,24% | 24%,53%,23% | 26%,46%,29% | 10%,65%,25% | 14%,62%,25% | 19%,53%,28% | 22%,46%,32% | 9%,64%,27% | 22%,44%,33% | 17%,37%,45% | 18%,44%,39% | 14%,60%,26% | 21%,41%,38% | 15%,51%,34% | 33%,46%,21% | 22%,44%,35% | 23%,48%,30% | 19%,56%,25% | 19%,45%,36% | 28%,44%,28% | 24%,51%,24% | 22%,52%,26% |
| 美容・健康用品（化粧品） | 25%,57%,18% | 20%,61%,18% | 39%,42%,19% | 16%,63%,21% | 37%,44%,19% | 40%,42%,18% | 13%,67%,20% | 16%,70%,14% | 20%,54%,26% | 38%,42%,20% | 11%,74%,16% | 27%,50%,22% | 34%,44%,22% | 27%,54%,19% | 13%,73%,14% | 35%,43%,22% | 19%,67%,14% | 37%,46%,17% | 26%,53%,22% | 29%,52%,19% | 20%,60%,20% | 30%,46%,24% | 30%,50%,20% | 30%,53%,18% | 49%,41%,10% |
| DIY・リフォーム用品 | 23%,54%,22% | 23%,63%,14% | 22%,50%,28% | 21%,61%,17% | 22%,52%,26% | 37%,44%,19% | 18%,57%,26% | 16%,65%,19% | 17%,57%,26% | 22%,50%,27% | 12%,71%,17% | 23%,48%,29% | 34%,44%,21% | 25%,46%,29% | 20%,63%,17% | 41%,40%,19% | 18%,53%,28% | 31%,45%,23% | 27%,53%,20% | 29%,47%,24% | 23%,54%,24% | 23%,47%,30% | 34%,44%,22% | 34%,49%,18% | 21%,59%,20% |
| 消費者の外出状況今後6カ月間において、以下の活動を行う可能性はどのくらいありますか？ | |||||||||||||||||||||||||
Answers are:
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| 飛行機による国内旅行 | 33%,19%,49% | 35%,24%,42% | 39%,11%,51% | 18%,17%,66% | 47%,20%,33% | 50%,14%,36% | 26%,20%,54% | 18%,16%,66% | 23%,23%,55% | 50%,22%,27% | 21%,23%,57% | 31%,26%,44% | 36%,20%,44% | 35%,14%,51% | 15%,18%,67% | 38%,22%,40% | 27%,25%,48% | 68%,14%,18% | 25%,15%,61% | 39%,17%,44% | 26%,16%,59% | 47%,22%,31% | 48%,19%,32% | 36%,14%,50% | 77%,11%,12% |
| 飛行機による海外旅行 | 26%,17%,57% | 26%,16%,59% | 26%,13%,61% | 17%,12%,71% | 27%,23%,50% | 49%,14%,37% | 27%,19%,54% | 22%,17%,61% | 27%,18%,55% | 38%,20%,42% | 10%,15%,76% | 24%,21%,55% | 27%,17%,56% | 25%,14%,61% | 22%,18%,60% | 30%,19%,51% | 20%,15%,66% | 58%,18%,24% | 30%,16%,54% | 23%,13%,64% | 20%,15%,64% | 28%,21%,51% | 58%,17%,26% | 32%,13%,55% | 48%,24%,28% |
| ホテルでの滞在 | 36%,21%,43% | 41%,23%,36% | 44%,11%,45% | 24%,21%,55% | 47%,21%,32% | 48%,18%,34% | 36%,24%,40% | 24%,21%,55% | 26%,25%,49% | 50%,19%,31% | 28%,25%,47% | 33%,30%,38% | 39%,22%,39% | 37%,16%,47% | 25%,24%,51% | 33%,23%,44% | 20%,22%,58% | 63%,17%,20% | 36%,23%,41% | 33%,19%,48% | 30%,20%,50% | 54%,22%,24% | 49%,23%,28% | 40%,17%,43% | 71%,14%,15% |
| セルフサービス形式の宿泊施設の利用 | 32%,22%,46% | 34%,22%,44% | 40%,11%,49% | 19%,18%,63% | 40%,26%,34% | 40%,23%,37% | 33%,26%,42% | 21%,24%,55% | 22%,31%,47% | 45%,24%,31% | 8%,23%,69% | 37%,30%,33% | 30%,22%,48% | 36%,13%,51% | 25%,25%,50% | 41%,26%,33% | 17%,23%,60% | 55%,20%,24% | 28%,19%,54% | 45%,19%,37% | 26%,19%,56% | 40%,25%,35% | 46%,28%,26% | 33%,16%,51% | 76%,15%,9% |
| スポーツ観戦・大規模イベントへの参加 | 27%,20%,53% | 31%,22%,47% | 29%,15%,56% | 16%,15%,69% | 36%,23%,40% | 41%,22%,37% | 29%,22%,49% | 21%,17%,61% | 25%,24%,51% | 40%,25%,35% | 15%,22%,62% | 25%,26%,49% | 27%,17%,56% | 23%,14%,64% | 17%,19%,64% | 30%,18%,52% | 23%,25%,52% | 53%,19%,27% | 23%,18%,59% | 27%,15%,58% | 20%,17%,64% | 33%,22%,45% | 38%,23%,39% | 33%,14%,54% | 59%,21%,20% |
| オフィスへ通勤 | 67%,19%,14% | 65%,19%,15% | 67%,15%,18% | 53%,20%,27% | 74%,16%,10% | 79%,8%,13% | 67%,22%,11% | 60%,28%,13% | 67%,23%,11% | 87%,8%,5% | 73%,16%,11% | 49%,36%,14% | 75%,15%,10% | 69%,15%,16% | 60%,21%,19% | 69%,19%,11% | 53%,25%,23% | 78%,13%,9% | 75%,16%,9% | 67%,15%,17% | 66%,19%,16% | 78%,15%,8% | 78%,14%,8% | 64%,24%,12% | 91%,5%,4% |
| 公共交通機関による旅行 | 47%,19%,33% | 48%,21%,30% | 47%,13%,40% | 29%,15%,55% | 71%,15%,14% | 61%,16%,23% | 37%,23%,40% | 36%,24%,40% | 71%,22%,8% | 57%,23%,20% | 53%,24%,23% | 32%,33%,35% | 44%,21%,35% | 56%,11%,33% | 31%,23%,46% | 56%,18%,25% | 57%,21%,22% | 56%,19%,25% | 76%,14%,11% | 41%,12%,47% | 47%,17%,35% | 61%,18%,21% | 50%,21%,29% | 34%,13%,53% | 73%,14%,13% |
| ショッピングモールに行く | 65%,20%,15% | 76%,16%,8% | 65%,12%,23% | 55%,21%,24% | 76%,16%,8% | 73%,14%,12% | 66%,19%,15% | 52%,23%,25% | 61%,30%,9% | 72%,19%,9% | 55%,30%,15% | 44%,37%,19% | 72%,20%,9% | 73%,13%,15% | 57%27%,16% | 69%,16%,15% | 68%,21%,11% | 74%,17%,9% | 79%,14%,8% | 81%,10%,9% | 64%,17%,19% | 79%,15%,6% | 69%,21%,9% | 50%,19%,31% | 88%,6%,6% |
| サステナビリティサステナビリティに配慮した買物について、以下の記述にどの程度同意しますか？ | |||||||||||||||||||||||||
Answers are:
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| 再利用不可の材料を消費する際、環境への責任よりも自身の健康や安全のほうが気になる | 51%,15% | 45%,18% | 67%,9% | 42%,20% | 61%,13% | 71%,9% | 46%,18% | 40%,18% | 53%,15% | 64%,8% | 37%,15% | 39%,20% | 61%,11% | 61%,13% | 32%,25% | 75%,6% | 42%,15% | 68%,8% | 58%,13% | 53%,17% | 45%,16% | 67%,9% | 64%,7% | 54%,13% | 66%,16% |
| 環境に優しい包装の商品／包装の少ない商品を意識的に購入する | 54%,14% | 51%,17% | 57%,12% | 46%,18% | 74%,5% | 68%,9% | 49%,16% | 55%,12% | 56%,7% | 80%,4% | 38%,17% | 42%,19% | 63%,7% | 63%,10% | 38%,22% | 80%,2% | 37%,23% | 72%,8% | 55%,11% | 56%,15% | 50%,17% | 74%,6% | 58%,11% | 50%,18% | 86%,2% |
| 産地を明確に特定できる商品を選ぶ | 56%,12% | 48%,16% | 58%,11% | 37%,21% | 74%,4% | 75%,7% | 52%,14% | 41%,14% | 53%,11% | 82%,5% | 40%,17% | 52%,16% | 67%,5% | 63%,7% | 34%,24% | 77%,4% | 71%,7% | 74%,9% | 52%,14% | 54%,12% | 48%,14% | 77%,4% | 66%,7% | 49%,15% | 92%,2% |
| サステナビリティの観点から、自身の食事に植物ベースの食材を取り入れている | 50%,19% | 47%,28% | 56%,17% | 39%,32% | 67%,5% | 60%,11% | 37%,28% | 38%,27% | 52%,13% | 71%,6% | 26%,26% | 42%,19% | 56%,10% | 61%,14% | 34%,30% | 76%,6% | 45%,17% | 68%,8% | 50%,17% | 56%,20% | 48%,22% | 78%,3% | 60%,11% | 48%,25% | 88%,6% |
| 環境保護を支持している企業から商品を購入する | 55%,11% | 52%,13% | 63%,7% | 49%,11% | 72%,3% | 72%,7% | 46%,15% | 47%,11% | 51%,7% | 79%,4% | 29%,21% | 43%,14% | 69%,4% | 71%,6% | 35%,21% | 80%,2% | 42%,16% | 65%,10% | 57%,5% | 62%,6% | 51%,15% | 77%,1% | 66%,9% | 54%,11% | 83%,6% |
| 生物分解性のあるエコな商品を購入する | 53%,14% | 49%,19% | 58%,13% | 48%,17% | 74%,5% | 61%,10% | 48%,17% | 44%,17% | 56%,7% | 76%,6% | 32%,19% | 43%,14% | 61%,7% | 69%,7% | 35%,26% | 77%,3% | 40%,20% | 67%,10% | 58%,11% | 53%,13% | 45%,17% | 79%,2% | 66%,7% | 51%,16% | 87%,3% |
消費者行動における4つの境界線
世界の消費者にはさまざまな共通点がありますが、もちろん違いもあります。そこでPwCでは、消費者の特徴や行動に長期にわたって影響すると思われる4つの境界線を定義しました。
今後の企業経営においては、ここで紹介したようなデータを活用し、新たなチャンスを模索する必要があるでしょう。
Zoom効果
テレワーク中心の消費者のほうが通勤中心の消費者よりも環境に優しく、デジタル化されたライフスタイルを好む。
- テレワーク中心の消費者と通勤中心の消費者の行動は明らかに異なるーテレワーク中心の消費者は通勤中心の消費者とは異なる方法で買い物をする。
- テレワーク中心の消費者は、すべての商品カテゴリにおいて今後支出を増やすと回答しており、実店舗で買い物をしていると回答する比率は著しく低く、この傾向はパンデミック終息後も継続するだろう。
- また、テレワーク中心の消費者はサステナビリティを重要視する比率も高い。
ジェネレーションギャップ
現代の若者はオンラインで買物をすることが多く、上の世代より未来の支出に関して楽観的。
- 消費者の年齢が高くなるにつれ、「価格や品質」よりも「利便性、健康、安全性」を重視する傾向が見られた。
- 若者世代は商品カテゴリーの内、横断的に今後6カ月間の支出が増えると予想する。
- ミレニアル世代の特徴として、上の世代ほどブランドに執着しない。
- Z世代やミレニアル世代は上の世代と比べて、毎日または週1回の頻度でモバイルショッピングをする割合が高く、この傾向は今後も続くと予想される。
慎重な消費者グループ
COVID-19の感染拡大により、安全・衛生面に対する意識が高まったことから、一部の消費者の購買行動が変化。
- 「慎重な消費者グループ」は、「安全・衛生対策の強化」を1番目または2番目に挙げている。また、これらの回答者は他の回答者より「COVID-19陰性証明書」を重視する傾向がある。
- さらに、彼らはすべての商品カテゴリーにおいて実店舗での買い物を避け、健康に良い、地産地消、環境に優しいなどの要件を満たしていれば、食料品に高い値段を払ってもいいと考えている。
- 慎重な消費者グループの関心は、安全・衛生面だけでなく環境や社会全般にも広がっており、この価値観はCOVID-19の収束後も変わらないと予想される。
東西の差
アジア太平洋地域の消費者は、サステナビリティに対する意識が高い一方、実店舗の安全・衛生対策への関心は低い。
- アジア太平洋地域の消費者は、西欧の消費者よりもサステナビリティに対する意識が高い。
- また、彼らは全てのチャネルにおいて、欧米の消費者より買物をする頻度が多い（週1回以上）。
- さらに、彼らはオンラインショッピングでの関心事として「安全・衛生対策の強化」を挙げる割合が低い。
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