第 26 集
食品杂货、美容和个人护理用品等消费包装品（CPG）的数字购买历来落后于服装或电子产品等商品。事实上，目前网上销售额仅占 CPG 销售总额的 5%。但趋势正在发生变化，如今的购物者越来越多地通过网络购买日常生活所需的产品和服务。消费类电子产品的数字销售额正以每年 30% 的速度增长。
In the U.S., one consumer group that’s leading these trends toward digital shopping is 亚裔美国人. Approximately 47% of Asian Americans are under the age of 35, making them digital natives. As a result, the group is more likely than the total population to own digital devices. In fact, 97% own a smartphone, which makes them 6% more likely than the total population.
他们使用这些设备进行网上购物也就不足为奇了。87% 的人在过去 12 个月中进行过网购，这意味着他们进行网购的可能性比普通人高出 22%。
对于 CPG 制造商和零售商来说，在数字化日益普及的零售环境中，了解如何创新新产品以满足消费者的需求，以及消费者在寻找什么和如何与他们在线联系，是至关重要的。
This episode, which is the second of a two-part look at the path to purchase, includes two segments: first, a discussion with Jenny Frazier, global commercial leader for Nielsen BASES, about the role of innovation along the consumer path to purchase, with a focus on omnichannel; and second, a conversation with Mariko Carpenter, VP of Strategic Community Alliances, at Nielsen, about how Asian American consumers are leaning heavily into digital in their consumer journey and helping to drive shifts across other consumer segments.
Special thanks to My Le, Client Operations Manager for Nielsen Catalina Solutions and the Northeast regional co-lead of, AAL, Nielsen’s Asian American employee resource group, who helps introduce the episode.
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