Table of Contents
Executive Summary
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- Overview
- Top takeaways
- Issues and opportunities
- Prime advantages
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- Figure 1: Prime member attributes, June 2019
- Amazon may be big – but it’s not invincible
- Room to succeed with focused e-commerce initiatives
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- Figure 2: Interest in online merchandising innovations, by age and income, June 2019
- Streaming one area where Amazon isn’t in the lead
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- Figure 3: Streaming video service adoption, June 2019
- Amazon likely to make the most of its smart speaker advantage
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- Figure 4: Smart speaker ownership, June 2019
- What it means
Competing with Amazon
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- Understanding Amazon
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- Figure 5: Amazon revenue and operating income by segment, FY 2018
- Amazon’s advantages…
- …can also be disadvantages
- Even Amazon doesn’t always win
Disruptor Overview – What You Need to Know
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- Healthcare ripe for disruption
- Young/affluent and Prime members very open to e-health
- Amazon, Uber widely perceived as disruptors
- Facebook experiencing reputational harm
Opportunities for Disruption
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- Healthcare biggest opportunity
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- Figure 6: Opportunities for disruption, by age and income, June 2019
- Asians, Hispanics most open to change
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- Figure 7: Opportunities for disruption, by race/Hispanic origin, June 2019
- Young and affluent most interested in e-health
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- Figure 8: Interest in e-health innovations, by age and income, June 2019
- Prime members a promising audience for e-health
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- Figure 9: Interest in e-health innovations, by Prime membership, June 2019
Disruptors and Innovators
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- Amazon, Uber most likely to be named as disruptors
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- Figure 10: Positive attributes associated with various companies, June 2019
- Amazon viewed comparatively positively
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- Figure 11: Positive attributes associated with various companies, June 2019
- Facebook facing headwinds
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- Figure 12: Negative attributes associated with various companies, June 2019
- More affluent people more positive about Amazon
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- Figure 13: Association with “innovation” for various companies, by age and income, June 2019
- Prime members feel Facebook is “too powerful”
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- Figure 14: Association with “too powerful” for various companies, by Prime membership, June 2019
eCommerce Overview – What You Need to Know
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- Subscriptions, rental and resale, social all on the horizon
- Merchandising not a major source of innovation
- Limited interest in advanced merchandising
- Control over delivery date and time most valued
What’s Next for eCommerce?
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- Beyond basic buying
- Subscription services
- Rental and resale
- Social selling
- Some advanced merchandising tools seen
Use and Interest in eCommerce Innovations
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- Visual, voice search of high interest to the young
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- Figure 15: Interest in online merchandising innovations, by age and income, June 2019
- Asians, Hispanics particularly interested in voice
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- Figure 16: Interest in online merchandising innovations, by race/Hispanic origin, June 2019
- It’s all in the timing
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- Figure 17: Interest in delivery innovations, by age and income, June 2019
- Prime members express some interest in flexible location
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- Figure 18: Interest in delivery innovations, by Prime membership, June 2019
- Packaging improvements of interest
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- Figure 19: Interest in packaging innovations, by key demographics, June 2019
DTC Overview – What You Need to Know
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- Proliferation of choices for DTC
- Endgame for DTC often a more traditional model
- Younger people biggest users of DTC
- Social key channel for marketing DTC
What’s Next for DTC?
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- Cutting out the middleman
- Just a starting point?
DTC Use and Interest by Category
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- High levels of usage and interest
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- Figure 20: DTC purchasing behavior by category, June 2019
- Affluent younger people high users of DTC
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- Figure 21: DTC purchasers, by age and income, June 2019
- Parents a compelling DTC audience
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- Figure 22: DTC purchasers, by parental status, June 2019
- Social media prime way people discover DTC
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- Figure 23: DTC purchasers, by age and income, June 2019
Streaming Overview – What You Need to Know
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- No game for beginners
- Netflix the most established player
- Age, parenthood strong driver of interest in new services
- Content biggest factor in choosing video services
What’s Next for Streaming Video Services?
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- A battle of giants
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- Figure 24: Streaming video provider estimated annual spending on content, 2019
- Back to the future – with ads?
Streaming Video Subscribership and Attitudes
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- Affluent younger people most likely to subscribe
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- Figure 25: Streaming video service adoption, by age and income, June 2019
- Awareness high for Disney+, AppleTV+
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- Figure 26: Awareness and interest in streaming video services, June 2019
- Young affluent audience most interested in new services
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- Figure 27: Awareness and interest in streaming video services, by key demographics, June 2019
- It’s all about the content
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- Figure 28: Reasons for subscribing to streaming video services, June 2019
- Content most important for the affluent
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- Figure 29: Reasons for subscribing to streaming video services, by age and income, June 2019
Consumer Tech Overview – What You Need to Know
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- Going mobile and getting smart
- Ownership of wearables still comparatively low
- Solid potential for smart speakers
- Integrated smart devices are of interest
- Young men by far the most engaged with gaming
What’s Next for Consumer Tech?
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- Consumers prize mobility, entertainment
- Time of “smart everything” still to come?
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- Figure 30: Smart home products owned, March 2019
- The Amazon angle
Consumer Tech Ownership and Attitudes
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- Adoption still limited for many wearables
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- Figure 31: Consumer tech ownership, June 2019
- Ownership/interest patterns vary by gender
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- Figure 32: Consumer tech ownership, by gender and age, June 2019
- Hispanics particularly interested in tech
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- Figure 33: Consumer tech ownership, by race and Hispanic origin, June 2019
- Calls, texting, music the wearable “killer apps”
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- Figure 34: Interest in wearable features, by age and income, June 2019
- Parents intrigued by wearables
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- Figure 35: Interest in wearable features, by parental status, June 2019
Attitudes and Experiences, Smart Devices and Gaming
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- Interest in integration across devices
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- Figure 36: Attitudes on smart devices, by age and income, June 2019
- Prime members particularly value integration
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- Figure 37: Attitudes on smart devices, by Prime membership, June 2019
- Young men the core audience
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- Figure 38: Experiences with gaming, by gender and age, June 2019
- Hispanics most enthusiastic about gaming
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- Figure 39: Experiences with gaming, by race and Hispanic origin, June 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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