AG视讯

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          00后網購消費報告:超九成用戶跟好友拼過單,家庭責任感更強

          在新冠疫情期間,00后們開始承擔起一定的家庭責任。

          五四青年節前,中國青年報·中青在線聯合拼多多發布的《愛“拼”青年:00后網購畫像報告》顯示,超過九成用戶網購時跟好友拼過單,除了追求購物性價比,00后青年注重購物的同時,還享受社交的樂趣。

          該報告基于新電商平臺拼多多上超過5700萬00后用戶2019年1月1日至12月31日(直播等部分產品數據取自2020年2月至3月)的用戶特征、消費偏好、消費能力等綜合信息,共同勾勒出一幅00后網購消費的畫像,描繪出00后青年在網絡購物上的突出特征:家庭責任感更強,注重購物樂趣,更樂于分享和表達自己,注重性價比。

          00后網購消費報告:超九成用戶跟好友拼過單,家庭責任感更強

          在新冠疫情期間,00后們開始承擔起一定的家庭責任。數據顯示,00后這期間擔負起幫家長購買防疫用品的重任。在拼多多平臺2020年2月至3月活躍的00后消費者中,有97.4%的人曾經搜索、收藏或關注過口罩及防疫消毒相關的商品和店鋪,77.13%的人在這期間下單。

          一次特殊的疫情,也改變了一些00后對家庭和消費的觀念。老家位于湖北襄陽的姜楠,因疫情一直未能返校。一天,她在整理廚房時,發現漏勺壞了,但爸媽卻還在一直用。還有不少物品都老舊了,完全可以更新換代了,但爸媽也舍不得扔。姜楠于是用自己攢下來的零花錢,給家里買了很多東西。本來這些零花錢她打算用于一次短途旅行,但她現在一點兒也不后悔?!鞍謰屪焐险f著買這些干嘛,但我知道他們其實心里偷著樂?!苯f,當自己感覺到好像能為家里做些什么的時候,就真的會發自內心地自豪。

          00后網購消費報告:超九成用戶跟好友拼過單,家庭責任感更強

          00后更注重購物的樂趣。數據顯示,在購買商品時,僅有一成的00后會選擇匿名購買;八成及以上的00后會在拼小圈中分享自己的真實評價,在評論區開辟展現自我的獨特空間,而對于鞋包服裝、美妝個護類的訂單,還會大方放上原圖曬出“買家秀”供他人參考。

          00后更愿意分享和表達自己。超九成的00后用戶,曾主動邀請好友拼單和購買過好友分享的商品,有折扣同享,有優惠共用,在一來一往的互動中,加深彼此情誼。其中,女生更喜歡呼喚“姐妹”上線一起逛,而男生則更愛買別人推薦的商品。此外,92.10%的活躍00后用戶,曾經助力過好友完成“領現金紅包”任務或自己邀請好友助力。

          00后網購消費報告:超九成用戶跟好友拼過單,家庭責任感更強

          00后善于運用“薅”平臺優惠羊毛的辦法以提升購物性價比。手機數碼、美妝個護、食品零食、服飾鞋包、運動裝備,是00后花銷最多的五大類商品。其中,81.3%的手機數碼訂單與32.9%的美妝個護訂單來自平臺“百億補貼”專區。

          “眼觀六路,耳聽八方”是00后周弘蕓的秘訣,“多留意商家的折扣信息,然后蹲點領券,最后快速下單就能搞定”。

          數據顯示,00后的收藏商品數量,較拼多多平臺平均水平高出12%。00后往往會貨比三家,挑選最心儀的一款進行關注,耐心等待優惠活動的到來。像周弘蕓這樣用有限的金錢創造“無限”樂趣的00后“薅羊毛”小能手不在少數,而“狩獵感”,則是他們的特色之一。

          00后網購消費報告:超九成用戶跟好友拼過單,家庭責任感更強

          北京師范大學新聞傳播學院執行院長喻國明認為:“在消費這件事上,00后可以從多方面來實現自己的社會認知、社會參與、社會表達和社會互動。所以,他們對于新的生活方式與時尚會具有天然的敏感性,也更具有某種客觀上的引領性?!?/p>

          拼多多最新財報顯示,2019年該平臺年活躍用戶已超過5.85億。人民日報新媒體中心2019年數據顯示,拼多多平臺16-35歲青年用戶占比超過83%。

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          五四青年節前,中國青年報·中青在線聯合拼多多發布的《愛“拼”青年:00后網購畫像報告》顯示,超過九成用戶網購時跟好友拼過單,除了追求購物性價比,00后青年注重購物的同時,還享受社交的樂趣。

          該報告基于新電商平臺拼多多上超過5700萬00后用戶2019年1月1日至12月31日(直播等部分產品數據取自2020年2月至3月)的用戶特征、消費偏好、消費能力等綜合信息,共同勾勒出一幅00后網購消費的畫像,描繪出00后青年在網絡購物上的突出特征:家庭責任感更強,注重購物樂趣,更樂于分享和表達自己,注重性價比。

          00后網購消費報告:超九成用戶跟好友拼過單,家庭責任感更強

          在新冠疫情期間,00后們開始承擔起一定的家庭責任。數據顯示,00后這期間擔負起幫家長購買防疫用品的重任。在拼多多平臺2020年2月至3月活躍的00后消費者中,有97.4%的人曾經搜索、收藏或關注過口罩及防疫消毒相關的商品和店鋪,77.13%的人在這期間下單。

          一次特殊的疫情,也改變了一些00后對家庭和消費的觀念。老家位于湖北襄陽的姜楠,因疫情一直未能返校。一天,她在整理廚房時,發現漏勺壞了,但爸媽卻還在一直用。還有不少物品都老舊了,完全可以更新換代了,但爸媽也舍不得扔。姜楠于是用自己攢下來的零花錢,給家里買了很多東西。本來這些零花錢她打算用于一次短途旅行,但她現在一點兒也不后悔?!鞍謰屪焐险f著買這些干嘛,但我知道他們其實心里偷著樂?!苯f,當自己感覺到好像能為家里做些什么的時候,就真的會發自內心地自豪。

          00后網購消費報告:超九成用戶跟好友拼過單,家庭責任感更強

          00后更注重購物的樂趣。數據顯示,在購買商品時,僅有一成的00后會選擇匿名購買;八成及以上的00后會在拼小圈中分享自己的真實評價,在評論區開辟展現自我的獨特空間,而對于鞋包服裝、美妝個護類的訂單,還會大方放上原圖曬出“買家秀”供他人參考。

          00后更愿意分享和表達自己。超九成的00后用戶,曾主動邀請好友拼單和購買過好友分享的商品,有折扣同享,有優惠共用,在一來一往的互動中,加深彼此情誼。其中,女生更喜歡呼喚“姐妹”上線一起逛,而男生則更愛買別人推薦的商品。此外,92.10%的活躍00后用戶,曾經助力過好友完成“領現金紅包”任務或自己邀請好友助力。

          00后網購消費報告:超九成用戶跟好友拼過單,家庭責任感更強

          00后善于運用“薅”平臺優惠羊毛的辦法以提升購物性價比。手機數碼、美妝個護、食品零食、服飾鞋包、運動裝備,是00后花銷最多的五大類商品。其中,81.3%的手機數碼訂單與32.9%的美妝個護訂單來自平臺“百億補貼”專區。

          “眼觀六路,耳聽八方”是00后周弘蕓的秘訣,“多留意商家的折扣信息,然后蹲點領券,最后快速下單就能搞定”。

          數據顯示,00后的收藏商品數量,較拼多多平臺平均水平高出12%。00后往往會貨比三家,挑選最心儀的一款進行關注,耐心等待優惠活動的到來。像周弘蕓這樣用有限的金錢創造“無限”樂趣的00后“薅羊毛”小能手不在少數,而“狩獵感”,則是他們的特色之一。

          00后網購消費報告:超九成用戶跟好友拼過單,家庭責任感更強

          北京師范大學新聞傳播學院執行院長喻國明認為:“在消費這件事上,00后可以從多方面來實現自己的社會認知、社會參與、社會表達和社會互動。所以,他們對于新的生活方式與時尚會具有天然的敏感性,也更具有某種客觀上的引領性?!?/p>

          拼多多最新財報顯示,2019年該平臺年活躍用戶已超過5.85億。人民日報新媒體中心2019年數據顯示,拼多多平臺16-35歲青年用戶占比超過83%。

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        2. 電商零售 ?
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        4. IT互聯網 ?
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        6. 電商零售 ?
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        8. 電商零售 ?
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        10. 電商零售 ?
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        12. 電商零售 ?
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