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随着渗透率超过80%,美国数字买家已接近饱和点|出海美国电商岛群第38期

2020-02-08 22:33:22

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美国人有望在2019年在零售电子商务上花费5869.2亿美元,同比增长14.0%。

 

电子商务支出的增长将受到数字买家增长2.6%(至1.953亿)和每位买家支出11.1%(至3,005美元)的推动。eMarketer首席分析师兼最新报告《全球电子商务2019年》首席分析师安德鲁·利普斯曼(Andrew Lipsman)表示:数据表明,美国电子商务市场正接近饱和点,其增长速度与互联网总人口的增长速度更加吻合。” “为了保持两位数的增长率,未来渠道的增长将越来越依赖于每个购买者支出率的持续强劲增长。

 

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美国数字买家渗透率将首次超过80%,从2018年的79.6%上升到今年的80.5%。1854岁之间的每个群组的数字买家渗透率都将超过80%,其中2534岁的人群的数字买家渗透率最高,为89.6%。那些代表近4000万数字购买者和超过20%的数字购买者的千禧一代人口中的人尤其重要,因为当建立长期购买习惯时,他们倾向于形成新的家庭。

 

渗透率最低的数字买家人口统计数据是1417岁的青少年(他们可能没有自己的可支配收入可用于在线消费)和65岁以上的年龄(未随着互联网成长,并且不太倾向于在线购物)。

 

Amazon Prime会员代表了美国电子商务市场的重要组成部分。我们估计2019年主要用户的数量将增长8.6%,达到1.212亿,占所有数字买家的65.5%,并将大大超过整体数字买家的增长。也就是说,Prime用户的增长正在减速,因为它在美国市场的渗透率更高,从2017年的20.0%和2018年的12.2%下降。未来几年,增长率将继续下降。

 

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根据Consumer Intelligence Research Partners2019年第一季度研究,Prime会员平均每年在亚马逊上花费1400美元,是非Prime会员(600美元)的两倍多。

 


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US Digital Buyers Near Saturation Point as Penetration Surpasses 80%

Americans are poised to spend $586.92 billion in retail ecommerce in 2019, with a year-over-year growth rate of 14.0%.

Ecommerce spending growth will be driven by a 2.6% gain in digital buyers (to 195.3 million) and an 11.1% gain in spending per buyer (to $3,005). "The data suggests that the US ecommerce market is nearing a saturation point as it grows more in line with that of the total internet population," said Andrew Lipsman, eMarketer principal analyst and lead analyst of our latest report collection “Global Ecommerce 2019.” "To keep growing at double-digit rates, future channel growth will increasingly rely on continued strong gains in the spending rate per buyer."

 

US digital buyer penetration will surpass 80% for the first time, climbing from 79.6% in 2018 to 80.5% of internet users this year. Every cohort between the ages of 18 and 54 will have digital buyer penetration of greater than 80%, with 25- to 34-year-olds owning the highest penetration at 89.6%. Those in the older millennial demographic, which represents nearly 40 million digital buyers and more than 20% of the digital buyer population, are especially important due to their propensity for new household formation when long-term purchasing habits are established.

The most underpenetrated digital buyer demographics are teenagers ages 14 to 17 (who may not have their own disposable income to spend online) and those ages 65 and older (who did not grow up with the internet and are less inclined to make purchases online).

Amazon Prime members represent a large and important segment of the US ecommerce market. We estimate the number of Prime users will grow 8.6% to 121.2 million in 2019, representing 65.5% of all digital buyers and significantly outpacing overall digital buyer growth. That said, growth in Prime users is decelerating—down from 20.0% in 2017 and 12.2% in 2018—as it attains a higher level of US market penetration. Growth rates will continue to fall over the next few years.

According to Q1 2019 research from Consumer Intelligence Research Partners, Prime members spend an average of $1,400 on Amazon each year, more than double that of non-Prime members ($600).


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