映象新闻

　　大家好！“外企头条”栏目又跟大家见面了，我们今天推出毕马威发布的《2018年全球消费者洞察报告》。

　　请看详细报道↓↓↓

　　毕马威在2018年全球消费者洞察报告《Me, My Life, My Wallet》中发布了调查结果，其中对英国、美国、阿联酋、法国、巴西、加拿大、中国和印度的2.5万名消费者进行了调查，以研究各种消费行为。

　　The study, published as part of the 2018 Me, My Life, My Wallet report, includes a survey of 25,000 consumers in the UK, US, UAE, France, Brazil, Canada, China and India, assessing consumption behaviors.

　　毕马威全球调查发现，中国消费者在采用新科技方面领先全球；高达8成的受访中国消费者表示，就他们经常光顾的品牌而言，懂得利用社交媒体与消费者互动是相当重要的。

　　China consumers are ahead of global counterparts in terms of adopting new technologies, and eight in ten Chinese consumers indicated having a dynamic social media presence is important among the brands they consistently purchase from, find a KPMG global survey.

　　该调查发现，中国消费者在采用科技方面领先全球。

　　It finds that Chinese consumers are ahead of their counterparts in terms of technology adoption.

　　超过半数 (53%) 受访中国消费者表示对新科技非常感兴趣，每当有新产品推出市场便会率先购买，比例远高于全球平均的29%。

　　More than half (53 percent) of the surveyed China respondents indicated that they are very interested in new technology and will be the first ones to buy a new device when it comes out, ahead of the 29 percent global average.

　　受访中国消费者对使用人工智能 (AI)、语音和机器学习等新科技更感兴趣 ——尤其是人工智能助理、在线广告/购物意向预测、音乐推荐和智能家居设备等。

　　China respondents are more interested in using ‘new tech’ such as AI, voice and machine learning — particularly virtual personal assistants, online shopping ads/purchase prediction, music recommendations and smart home devices.

　　他们 (59%) 也比全球消费者 (37%) 更习惯只在网上购物；而73%受访中国消费者表示他们宁愿丢失钱包，也不愿丢失智能手机。

　　They are also more accustomed to only shop online (59 percent) than their global peers (37 percent); 73 percent said they would rather lose their wallet than their phone.

　　毕马威中国全球战略服务合伙人兼消费品零售行业咨询业务主管林伟表示：“今天，数字化转型迫在眉睫，零售商必须创建一个真正互联的企业来利用数据的力量发展业务。”

　　“Today, it is imperative that retail companies think more about digital transformation to create a truly connected enterprise to harness the power of data.” says Wei Lin, Partner, Global Strategy Group, Consumer &Retail Advisory Lead, KPMG China.

　　调查显示，70%受访中国消费者指出，他们喜欢品牌或企业经常使用社交媒体直接与消费者沟通；

　　The survey highlights that 70 percent of China respondents claimed they like a brand or company frequently using social media to speak to them directly as a consumer;

　　79%的中国受访者表示，在他们经常光顾的品牌当中，懂得利用社交媒体与消费者互动相当重要（全球平均水平分别为55%和48%）。

　　79 percent indicated that an engaging social media presence is important among the brands they consistently purchase from (global average stands at 55 percent and 48 percent, respectively).

　　此外，半数受访中国消费者指出，通过社交媒体提供优惠或折扣可能会为品牌带来更加正面的形象。

　　Also, half of the Chinese consumers said offering deals or discounts through social media will likely to provide a brand with a more positive image.

　　林伟说：“建立合作伙伴关系和战略联盟已被认定是增长的关键驱动因素，这有助于零售商和供应商、渠道合作伙伴之间以及平台公司推出更开放和更具有协同效应的举措。”

　　“Strategic partnerships and alliances are proving to be key drivers as retailers develop more open and collaborative initiatives with suppliers and channel partners as well as platforms,” Lin adds.

　　此外，91%受访中国消费者指出，他们愿意向企业提供个人数据以换取利益，例如更好的客户体验和个性化定制服务 (37%) 以及更好的产品和服务 (24%)。

　　Separately, 91 percent of China respondents indicated they are willing to provide business with their data in return for benefits, such as better customer experience and personalization (37 percent) as well as better products and service (24 percent).

　　相比之下，达四分之一的全球受访者表示不会利用个人数据交换利益。

　　In comparison, a quarter of global respondents said they would not trade their data.

　　毕马威中国亚太区消费和零售行业兼香港区科技行业主管合伙人利安生表示：“数据对于任何企业来说都是极其重要的资源，中国的互联网公司不只拥有庞大的数据，而且非常擅长使用数据来提供极具吸引力的服务。”

　　“Data is an incredible resource for any company, but the Chinese internet companies have an enormous amount of it and are very skillful in using data to build compelling services.” says Anson Bailey, Head of Consumer and Retail, ASPAC KPMG China.

　　在行业方面，调查显示受访中国消费者对科技 (77%)、电力及公用事业 (76%) 和银行业 (74%) 的信任度最高，最低三位则是广告、财富管理和保险。

　　In terms of sectors, China respondents have the highest level of trust in technologies (77 percent), of power &utility (76 percent) and banking (74 percent), while the bottom three are advertisement, wealth management and insurance, the survey shows.

　　利安生总结说：“公司必须探讨如何负责任地使用数据，以深入洞悉客户需求并建立更深厚的关系。然而，对于如何使用有关数据，他们必须与客户有一个公开和坦诚的沟通。”

　　Bailey concludes: “Companies need to think about how to use data responsibly to build deeper insights and relationships with their customers. However, they must engage their customers in an open and honest dialogue about such use.”