1、CONSUMER NAVIGATOR JANUARY 2025Retail&Shopping 2025ABOUT THIS STUDYSurvey MethodologySurvey Methodology The survey was conducted by dentsu via an online research panel The survey was fielded in the first week of January 2025,before the presidential inauguration Distributed among a random sample of 1

2、,000 U.S.respondents 18 years of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers)0203CONTENTS01 Top Consumer Insights02 Conflicting Views on Ads&Personalization03 The Rise of Fast Commerc

3、e04 The State of Retail Memberships05 Closing Thoughts0404TOP CONSUMER INSIGHTSSOCIAL MEDIA IS BECOMING TOO COMMERCE-OBSESSEDHalf of consumers say there are too many ads on social media platforms,and this may be why less than 1 in 5 report shopping directly through these platforms on a regular basis

4、.There is an opportunity for brands to stand out by looking to invest in fewer,higher quality ad placements.AS A TRUSTED SOURCE,RETAILERS ARE THE BEST ALLIES FOR BRANDS3 in 4 consumers report paying close attention to the products they see being advertised by the retailers they shop at,both online a

5、nd in-store.Additionally,retailers are seen as a trusted source of influence when it comes to choosing between products and a better channel for product exploration compared to social.PRICES PUT FAST COMMERCE PLATFORMS ON THE MAP,EVERYTHING ELSE IS KEEPING THEM ON ITIn only one year o so,fast commer

6、ce platforms have gained massive popularity among U.S.consumers.While most consumers are attracted to these platforms by lower prices and the thrill of the deal,a large share report that the shopping experiences being delivered by them are easy and convenient and that the quality of the products pur