英国在线购物网站ebay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:

ebay

shoppers

inthe

United

KingdomConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofebay

shoppers

intheUnitedKingdom:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

ebay

shoppers

in

theUnitedKingdom(’’brandusers’’)

againstUKonlineshoppers

ingeneral(’’category

users’’),

and

theoverall

UKonliner,

labelledas’’all

respondents’’

inthecharts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

theUnited

Kingdom)•

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

insightsebay

ranks

second

among

online

shops

in

the

UKManagement

summary:

brandusageand

competitionTop10

most

used

onlineshopsintheUKAmazon81%ebayargos.co.uk37%35%22%22%currys.co.uk17%15%next.co.uk14%13%sainsburys.co.uk13%4Notes:"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=2015,

online

shoppersConsumer

Insights

Global

as

of

August

2023Sources:ebay

shoppers

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsebay

ismore

popularamongGeneration

Xthanother

onlineshops.Being

successful

isless

important

toebay

shoppers

thantootheronlineshoppers.Itstands

out

that65%

ofebay

shoppersdosome

research

on

theinternetbefore

amajor

purchase.ebay

shoppers

access

theinternet

viaasmart

TVmore

often

thanthe

averageonlineshopper.There

is

afairlyeven

splitofmale

andfemale

ebay

shoppers.Movies,

TVshows

andmusicarerelatively

prevalent

interests

ofebayshoppers.37%

ofebay

shoppers

are

laggardswhen

itcomes

toinnovation

adoption.Onsocial

media,

ebay

shoppers

interactwith

companies

more

often

than

otheronlineshoppers.Consumers

withamedium

householdincome

make

up36%

ofebay

shoppers.Arelatively

highshare

ofebay

shoppersthink

thatimmigration

isanissuethatneeds

to

beaddressed.Reading

isarelatively

popularhobbyamong

ebay

shoppers.ebay

shoppers

remember

seeing

adsonsearch

engines

more

often

thanotheronlineshoppers.Onlineshoppers

ingeneral

and

ebayshoppers

specifically,

liveinsimilar

typeof

communities.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+ebay

ismore

popular

among

Generation

X

than

other

online

shopsDemographic

profile:

generationsAgeof

consumersintheUKBrand

users14%35%39%12%13%13%Category

usersAllrespondents19%37%37%31%31%20%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

MultiPick;Base:n=744,

ebay

shoppers,

n=2015,

online

shoppers,

n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023There

is

a

fairly

even

split

of

male

and

female

ebay

shoppersDemographic

profile:

genderGenderofconsumersintheUKBrand

users48%49%49%52%51%51%Category

usersAllrespondentsMaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=744,

ebay

shoppers,

n=2015,

online

shoppers,

n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023The

education

level

of

ebay

shoppers

and

online

shoppers

is

similarDemographic

profile:

educationConsumer’s

level

of

educationintheUK28%

28%26%24%22%22%22%22%22%15%

14%

15%11%9%

9%3%3%2%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=744,

ebay

shoppers,

n=2015,

onlineshoppers,

n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Consumers

with

a

medium

household

income

make

up

36%

of

ebay

shoppersDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users31%36%33%Category

usersAllrespondents34%35%31%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=744,

ebay

shoppers,

n=2015,

online

shoppers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

202319%

ofebay

shoppers

live

in

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive36%35%34%24%23%

23%19%16%

16%12%12%10%9%8%7%4%

4%Other3%2%

2%Multi-generationalfamily2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

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=744,

ebay

shoppers,

n=2015,

online

shoppers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Online

shoppers

in

general

and

ebay

shoppers

specifically,

live

in

similar

type

ofcommunitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK28%27%26%24%24%23%21%20%20%12%12%

12%11%

10%8%8%7%7%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=744,

ebay

shoppers,

n=2015,

online

shoppers,

n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

20237%

of

ebay

shoppers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users7%8%8%91%89%2%3%3%Category

usersAllrespondents89%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=744,

ebay

shoppers,

n=2015,

onlineshoppers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedBeing

successful

is

less

important

to

ebay

shoppers

than

to

other

onlineshoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK58%59%58%49%50%49%42%47%42%35%34%34%30%31%29%26%27%27%26%24%20%13%10%13%13%13%12%10%10%9%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityHavingagood

timeMaking

myown

decisionsLearningnew

thingsTobesuccessful

Social

justiceTraditionsAdvancingmy

careerBrand

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=744,

ebay

shoppers,

n=2015,

online

shoppers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Movies,

TV

shows

and

music

are

relatively

prevalent

interests

of

ebay

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofebayshoppersintheUK67%56%

56%43%47%39%45%43%34%34%40%39%32%38%37%37%36%34%35%33%32%31%31%30%28%

29%26%

25%25%

25%Movies,TVshows&musicFood

&diningTravelHistoryHome

&gardenSportsScience

&technologyHealth

&fitnessPolitics&societyandcurrentworld

eventsFinance&economyBrand

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=744,

ebay

shoppers,

n=2015,

online

shoppers,

n=24183,all

respondentsConsumer

Insights

Global

as

of

August

2023Reading

is

a

relatively

popular

hobby

among

ebay

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofebayshoppersintheUK51%45%41%

41%40%37%

37%35%35%34%34%34%30%29%33%28%32%31%30%29%29%28%Pets28%26%26%26%25%23%22%21%ReadingCooking/bakingTravelingDIYandarts&craftsGardeningandplantsSocializingOutdooractivitiesVideo

gamingTech

/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=744,

ebay

shoppers,

n=2015,

online

shoppers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

large

share

ofebay

shoppers

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofebay

shoppersintheUK15%14%14%13%13%12%12%12%11%10%10%10%10%9%9%9%9%9%9%8%7%7%7%

7%7%7%

7%6%6%6%Fitness,aerobics,cardioCyclingHikingRunning/JoggingSwimming/DivingYoga

/PilatesDancingSoccerBadmintonGolfBrand

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=300,

ebay

shoppers,

n=1502,

onlineshoppers,

n=9322,

all

respondentsConsumer

Insights

Global

as

of

August

202329%

ofebay

shoppers

follow

soccerConsumer

lifestyle:

sports

followedTop10

sports

followed

byebayshoppersinthe

UK29%26%25%12%12%10%10%9%9%9%9%9%9%8%8%8%7%7%7%6%6%6%6%6%6%

6%Golf5%

5%5%5%SoccerCricketTennisRugbyBoxingMotorsportsBasketballAmericanfootballCyclingBrand

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=278,

ebay

shoppers,

n=1347,online

shoppers,

n=8230,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineshopping•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

65%

of

ebay

shoppers

do

some

research

on

the

internetbefore

a

major

purchaseConsumer

attitudes:ecommerce

&retailAgreementwithstatements

towards

ecommerce

&retail

intheUK65%60%53%52%50%49%26%

26%26%25%23%

22%15%15%

14%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=744,

ebay

shoppers,

n=2015,

online

shoppers,

n=4029,

allrespondentsConsumer

Insights

Global

as

of

August

202337%

ofebay

shoppers

are

laggards

when

it

comes

to

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK37%36%35%33%32%29%19%

20%

20%13%12%11%1%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityLaggardsAllrespondents22

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=744,

ebay

shoppers,n=2015,

online

shoppers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

ofebay

shoppers

think

that

immigration

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

toebayshoppers73%64%63%56%49%48%

48%38%44%38%36%41%34%40%

40%40%39%32%39%38%37%30%36%34%33%33%33%30%29%

29%Rising

prices/inflation/cost

of

livingEconomicsituationHealth

andsocial

securityPovertyHousingClimatechangeCrimeImmigrationEnvironmentEducationBrand

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=744,

ebay

shoppers,

n=2015,

online

shoppers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023ebay

shoppers

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users24%22%23%38%25%13%13%14%Category

usersAllrespondents37%27%37%26%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=744,

ebay

shoppers,

n=2015,

online

shoppers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsebay

shoppers

access

the

internet

via

a

smart

TV

more

often

than

the

averageonline

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet94%91%

91%74%69%

69%67%62%

61%56%52%

52%44%42%41%40%39%38%38%37%37%36%32%

31%31%

31%30%SmartphoneLaptopSmart

TVTabletSmart

speakersCategory

usersDesktop

PCGaming

console

Streaming

deviceSmartwatchBrand

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=744,

ebay

shoppers,

n=2015,online

shoppers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

ebay

shoppers

interact

with

companies

more

often

than

otheronline

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

by

type63%54%58%55%54%54%48%52%47%41%45%39%42%41%39%32%29%30%35%28%31%31%30%22%27%24%22%16%16%15%10%8%

8%7%

7%

7%Liked

posts

Sentprivate

CommentedFollowedpeoplePostedpictures/videosSharedpostsbyother

usersLikedcompanypostsPosted

texts/statusFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessageson

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=744,

ebay

shoppers,n=2015,

online

shoppers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023ebay

shoppers

tend

to

read

online

news

websites

more

often

than

onlineshoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks85%

79%79%71%69%68%63%

59%59%54%48%46%52%49%50%35%

35%

35%32%31%29%28%

26%27%25%

26%Daily25%22%19%18%15%

13%

15%TVDigitalvideocontentRadioOnlinenews

DigitalmusicPodcastsMovies

/cinemaMagazinesOnlineWeeklynewspaperswebsitescontentnewspapersmagazinesBrand

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=744,

ebay

shoppers,

n=1973,

online

shoppers,n=12093,

all

respondentsConsumer

Insights

Global

as

of

August

2023ebay

shoppers

remember

seeing

ads

on

search

engines

more

often

than

otheronline

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereebayshoppersintheUK

havecome

across

digitaladvertisinginthepast4weeks49%43%

43%42%42%37%

37%32%35%35%33%34%33%31%28%27%27%27%20%21%20%22%18%21%20%20%14%18%17%13%Social

mediaVideo

portals

Search

engines

Video

streamingservicesWebsitesandappsof

brandsOnlinestoresVideo

gamesOtherappsMusicportalsEditorialwebsitesandappsBrand

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=744,

ebay

shoppers,

n=2015,online

shoppers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023ebay

shoppers

remember

ads

they

saw

on

TV

more

often

than

other

onlineshoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks55%50%

51%42%38%36%34%33%33%

32%30%30%29%27%

27%19%19%19%18%18%

17%

18%

18%18%OnTVOnadvertisingspacesOntheradioDirectly

inthestoreBy

mailshot

/

AtthemoviesInprintedmagazinesandjournalsInprinteddailynewspapersadvertisingmail/cinemaon

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=744,

ebay

shoppers,n=2015,

online

shoppers,

n=24183,

a