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La Società del Marketing LabM
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Marketing
Spotlights
Ricerche
rielaborate dal
Input
for
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rielaborate dal
Centro Ricerche
La Società del
Marketing Lab
for
Lab
22 maggio 2013
Cambiano i consumi B2C e B2B. Quali risposte?
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Il calo “tendenziale” è attenuato rispetto ai mesi precedenti,
ma non si vede “la luce”
- 3,4% Diminuzione nei consumi a marzo 2013 (tendenziali)
- 0,1% Riduzione consumi rispetto a Febbraio 2013.
I consumi in Italia sono al livello del 2000
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- 4,2% Riduzione dei consumi nel primo trimestre rispetto al 1° trimestre del 2012
- 2,2 % Riduzione tendenziale della domanda per servizi
- 3,9 % Riduzione tendenziale della domanda di beni
+ 3,1%Unico settore in crescita: espansione della domanda per beni e servizi in
Telecomunicazioni
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I consumi sono al livello più basso da quando esiste
l’indicatore
+ 3,1%Unico settore in crescita: espansione della domanda per beni e servizi in
Telecomunicazioni.
- 8,5% Riduzione beni e servizi per la Mobilità.
Tendenze per settori
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- 5,6% Riduzione beni e servizi ricreativi
- 3,0% Riduzione alimentari, bevande e tabacchi
- 2,8% Riduzione pasti e consumazioni fuori casa
- 2,7% Riduzione beni e servizi per la casa
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Il volume dell’e-commerce in Italia passerà nei prossimi 5 anni
da 11 Miliardi a 50 Miliardi
+33%Crescita degli acquirenti on-line nel 2012 vs il 2011 (3 milioni in più, 40%
dell’utenza internet), con una crescita del 18% degli acquisti (vs -2% dell’off -
line)
40%La percentuale della popolazione che apprezza i vantaggi dell’e-commerce
(vantaggi tempo, meno code, niente pesi, niente vincoli)
Consumi ed e-commerce
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(vantaggi tempo, meno code, niente pesi, niente vincoli)
37%La percentuale della popolazione che vede nell’e-commerce una possibilità
di risparmio e accesso a promozioni
32%La percentuale della popolazione che vede nell’e-commerce una possibilità
di accesso ad assortimenti più ampi
82%Percentuale della popolazione che “soffre” della smaterializzazione della
spesa e dell’assenza di contatto con gli addetti commerciali.
80%Percentuale della popolazione con qualche timore per la sicurezza delle
transazioni.
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Come stanno cambiando
i modelli di consumo?
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Quale in-store format?
Esperienza. Engagement. Happening.
Meeting.
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Atmosfera. Video-wall. Musica. Profumi.
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Esperienza in salone: standard hard vs soft.
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s COME CAMBIA DAVVERO LA SPESA DEGLI ITALIANI
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