美国消费者个性感知报告 consumer perception towards personalization
An analysis of US consumer perception
towards personalization
Madeto Order
美国消费者个性感知报告
Introduction
Whether the goal is to create a sense of identity or to simply add a personal touch, the act of personalization is as much in demand as the products and experiences it helps make unique. YouGov’s latest report delivers robust insights on not just why brands should tap into personalization, but how and where brands can employ this offering to gain the upper hand in reaching consumers.
不管目标是创造一种认同感，还是简单地增加一种个人感觉，个性化的行为与它帮助创造独特的产品和体验一样受到需求。YouGov的最新报告提供了强有力的见解，不仅说明为什么品牌应该利用个性化，而且说明品牌如何以及在何处能够利用这一产品来赢得消费者青睐。
According to a study conducted in 2015, just one in six consumers have ever bought a personalized product or service. Since then, product personalization (the altering of a product to better suit a customer’s need or desire) hassurged. YouGov’s latest research reveals that over the last three years,the personalization economy has seen an increase in demand from 17% to 26%. Now, at least one in four Americans say they have personalized a product
either for themselves or someone else.
根据2015的一项研究，六个消费者中只有一个曾经购买过个性化产品或服务。从那时起，产品个性化（改变产品以更好地满足客户的需求或欲望）已经激增。YouGov的最新研究显示，在过去的三年里，个性化经济的需求从17%增加到了26%。现在，至少每四个美国人中就有一个说他们已经个性化了一个产品。
要么为自己，要么为别人。
Interest in personalization is also high, suggesting that the process has staying power in the current economy. One in ten Americans (10%) consider personalization as a top interest and overall, nearly one in three (30%) express some interest in the offering.
个性化需求也很高，并在经济中扮演很重要的角色。十分之一的美国人认为个性化是高需求的满足，十分之三的人表示对个性化有兴趣。
This report will explore the different facets of personalization – from who these
“personalizers” are in real life to the types of products or services people say they have personalized. It will also identify ways to reach a potential audience of those who are willing to pay more for the offering but have yet to take the personalization plunge.
本报告将探讨个性化的不同方面——从人的角度
“个人化者”是在现实生活中向人们所说的产品或服务的类型所具有的个性化。它还将确定如何接触那些愿意为该产品付出更多但尚未进行个性化尝试的潜在受众。
Some industries fare better in implementing personalization than others…
一些行业在实施个性化方面比其他行业要好得多。
% of Americans who have personalized in each of the industry categories
的美国人拥有个性化的行业类别比例
服装与鞋类、餐饮服务部、技术产品、假期和旅行经历、家居用品
Why
personalize?
THE MAIN REASONS PEOPLE SAY THEY
PERSONALIZE PRODUCTS AND/OR SERVICES
为什么？
个性化？
人们说他们的主要原因
个性化产品和/或服务
REASON
To design a product to meet a----
specific need (types of materials,
shape, size, duration)
To identify a product as
“belonging to me”
To design something just
for fun
To demonstrate creativity
To stand out from other people
To feel pride in creating/
designing something
原因
设计产品以满足
特殊需要（材料类型）
形状、尺寸、持续时间
识别产品
“属于我”
仅仅设计一些东西
为了好玩
展示创造力
脱颖而出
为创造感到自豪
设计某物
Who
personalizes?
PERSONALIZERS SHARE CERTAIN TRAITS
谁
个性化？
具有某些特征人格者
26％的美国人有个性化产品
These personality traits help personalizers stand out:这些个性特征有助于个人化者的脱颖而出：
Social
Outgoing
Optimistic
Works the room
at a party
Gets energy by being
in a group
社会
外向的
乐观的
在房间里工作
在聚会上
通过获得能量
在一组中
Personalizers are generally a younger group of consumers who tend to pursue higher educationand have discretionary money to spend.个人化者通常是更年轻的消费者群体，他们倾向于追求更高的教育，有可支配的金钱来消费。
Nearly half of this group (46%) say that they would be willing to pay more for a personalized product. Without price as a barrier to entry for this group, brands may be able to market personalization at a premium.将近一半的人（46%）说他们愿意支付更多在个性化产品上。价格不能作为进入这一群体的障碍，品牌化能够在市场个性化上形成溢价。
Who personalizes? WHERE AND HOW TO REACH PERSONALIZERS谁个性化？在哪里和如何达到个性化
Data on the online behaviors of this particular consumer segment
is rich. Personalizers aren’t simply tech-savvy – they strive to be early
adopters of technology. That may explain why they’re more likely to
be a part of the ever-growing live streaming audience.关于这个特定消费段的在线行为的数据特征--很有钱。个人化者不仅仅是技术精湛的人——他们力求早点采纳新技术。这也可以解释为什么他们更可能成为不断增长的流媒体观众的一部分。
Live streaming may not be new, but fueled by social platforms like
Instagram, Snapchat, Periscope, and Twitch, the format was reinvigorated by a surge of mobile users. Personalizers tend to use their smartphone (38%) most of all their devices and a majority (62%) say they watch live streams.
视频直播可能不是新的，而是由社交平台提供的。Instagram、Snapchat、潜望镜和Twitter，这一格式被移动用户的激增所鼓舞。个人化者倾向于使用他们的智能手机（38%）大部分的设备和大多数（62%）说他们观看直播流。
Given that personalizers tend to be social and that the heart of a live streaming channel is its community, the two seem to go hand-in-hand. It’s also an interactive platform that allows brands to get immediate, real-time
data about their viewers.考虑到个性化者倾向于社交，并且流媒体直播频道的核心是它的社区，这两者看起来是并驾齐驱的。它也是一个互动平台，允许品牌即时、实时反馈有关他们的观众的数据。
Compared to people who have never personalized, personalizers are more likely frequenting movie theaters, listening to online radio and playing games on a console. A multi-platform approach may prove the best way to stay connected with these digital natives.与从未个性化的人相比，个性化者更可能经常去电影院、听在线广播和在控制台上玩游戏。多平台活动可以证明与这些人可以接受更多的信息。
The gifters
A LOOK AT THOSE WHO PERSONALIZE FOR OTHERS
看看那些为别人做个性化产品的人
Part of the appeal of personalization is its ability to turn a product into a gift, allowing it to be both unique and special; this may be why 8% of Americans say they have personalized a product for someone else. 个性化的部分吸引力在于它能够将一个产品变成礼物，允许它既独特又特殊；这可能就是为什么8%的美国人说他们已经为别人个性化了一个产品。
”Gifters” make up 28% of personalizers in the US and YouGov’s research reveals that 52% of this group say they are willing to pay for premium
personalization.在美国和英国的研究表明“礼品化”占 个性化产品的28%，52％的人愿意支付个人化溢价。
Gifters tend to be women, and at least a third of the group are parents. They are conscientious consumers who look for information about the sources of their purchases, and are also likely to value speed and convenience over brand loyalty.幸运者往往是女性，排名第三的人是父母。他们是尽责的消费者，他们寻找有关信息来源的信息。他们的购买，也有可能加快品牌化和建立品牌忠诚度。
So while gifters are willing to pay more for personalization, they also want to ensure they get their money’s worth. Moreover, up-and-coming brands or
small businesses that offer personalization have a good chance of resonating with this group if they emphasize the value of their products or services.
因此，尽管礼品商愿意支付更多的个性化，他们也希望确保他们得到他们的钱的价值。此外，未来的品牌或如果小企业强调其产品或服务的价值，那么提供个性化服务的小企业很有可能与这个群体产生共鸣。
The gifters THE CHANNELS AND MOMENTS THAT RESONATE WITH GIFTERS礼物和与礼物共鸣的渠道和时刻
Radio may be the channel that offers the least resistance. Given thepropensity of the group to listen to radio as well as keep up with new music and artists, brands can partner with artists for radio advertising. Such a partnership can be lucrative for the brand since a third of gifters say that celebrities have sway in what they decide to buy.无线电可能是提供最小阻力的信道。考虑到这个群体喜欢听广播，也喜欢跟上新音乐和艺术家，品牌可以和艺术家合作做广播广告。这种合作关系对品牌来说是有利可图的，因为三分之一的天才都说名人在他们决定购买的东西上具有影响力。
Knowing how and, especially, when to reach out to gifters can reveal the products, people, and moments they care about. Last Christmas, for
example, gifters were likely to say that they bought and gifted toys, games, footwear, and apparel.For the upcoming season of giving, brands now know
that gifters will likely be buying gifts for children and can promote their personalization offerings to meet that demand.了解如何，尤其是何时接触到礼物，可以揭示他们关心的产品、人和时刻。去年圣诞节。例如，天才们很可能会说他们购买了玩具、游戏、鞋类和服装，并赠送了礼物。这些礼物可能会为孩子们买礼物，并且可以促进他们的个性化产品来满足这种需求。
个人化狂热的歌迷
Personalization can be as much about passion as it is about utility. That’s what one in ten Americans (10%) seem to suggest when they say that the offering is a top interest to them.
What makes this segment special, compared to people who actually personalized before, is that they tend to make less money but be more likely to report that they are in the market for travel services and apparel, two of the
personalization economy’s thriving categories.
This group also tends to like both tech and sports. Brands hoping to connect with this segment should know that over half of this group are fans of basketball, especially of the NBA (55%) and Division 1 Women’s College
Basketball (37%). A majority in this group (51%) also say they tend to
search online for products they see on TV.
个性化可以和激情一样，也可以是实用性。这是十个美国人（10%）中的一个，当他们说这个产品是他们最感兴趣的时候。
与过去真正个性化的人相比，这个细分市场的特殊之处在于，他们往往赚钱较少，但更有可能报告自己在旅游服务和服装市场上。
个人化经济蓬勃发展的范畴。
这个群体也倾向于喜欢技术和体育。希望与这一部分有联系的品牌应该知道，这个群体中有一半以上是篮球迷，尤其是NBA（55%）和1师女子学院的球迷。
篮球（37%）。这个群体中的大多数人（51%）也说他们倾向于
在网上搜索他们在电视上看到的产品。
Knowing that fans of personalization have a high propensity for second?screening can help brands better target TV audiences.
知道球迷的个性化有很高的倾向第二？筛选可以帮助品牌更好地瞄准电视观众。
Taking the plunge into
personalization
THOSE WHO HAVEN’T PERSONALIZED A PRODUCT YET
BUT ARE WILLING TO PAY A PREMIUM
潜入
个人化
那些尚未个性化产品的人
但愿意支付溢价
So far, indicators point at an increasing demand for personalization,
but are consumers willing to pay for it?
到目前为止，指标指向个性化需求的增加，
但消费者愿意为此买单吗？
46%of personalizers are willing to pay for personalization46%的个人化者愿意为个性化服务付费
19%of those who have never personalized are willing to pay for personalization19%没有个性化的人愿意为个性化服务付费
Taking the plunge into personalization
THE ATTITUDES BEHIND THIS CONSUMER SEGMENT
潜入个性化
消费者细分市场背后的态度
Industry Insights: apparel
and footwear products
THE PEOPLE WHO PERSONALIZE CLOTHING AND FOOTWEAR
行业洞察力：服装
鞋类产品
个性化服装和鞋类的人
From bespoke tailoring to embroidering a monogram onto a favorite shoe, personalization thrives in the fashion industry. America’s diverse consumers showoff their sense of style in different ways, and fashion personalizers say they alteredor customized their clothes for different reasons.从定制剪裁到绣品到最喜欢的鞋子，个性化在时尚界蓬勃发展。美国不同种类的消费者用不同的方式展示他们的时尚感，时尚人士说，他们因不同的原因改变他们的衣服。
Apparel and footwear products
WHO THESE FASHION PERSONALIZERS ARE
服装和鞋类产品
这些时尚人物是谁？
Some of the characteristics shared by this group seem at odds with one another – while they are driven by a desire to stay in the know with current
fashion, they also like to stand out as individuals.
Personalization addresses this conflict and bridges the gap between the two opposing ideas. It’s an elegant solution that allows this group of consumers to wear what is trending but still give them a sense of personal identity
这个群体所共有的一些特征似乎彼此不一致——而他们则是由保持对当前知识的渴望所驱动的。时尚，他们也喜欢脱颖而出，作为个人。
个性化解决了这一冲突，弥补了这两种对立观念之间的鸿沟。这是一个优雅的解决方案，让这群消费者穿什么流行，但仍然给他们个人认同感
Industry Insights:
Vacation and travel services
THOSE WHO PERSONALIZE THEIR TRIPS
行业洞察力：
度假旅游服务
The quarter of Americans that have personalized a travel service
before are a valuable segment because all signs indicate that it is a top
interest for them and that they’re willing to pay more for it. Given this,
travel personalizers will likely look to personalize again.
个人化旅行的人
四分之一的美国人个性化旅行服务
以前是一个有价值的部分，因为所有的迹象表明它是一个顶部。
对他们的兴趣，他们愿意为此付出更多。鉴于此，
旅行个性化的人很可能会再次个性化。
At the core of this report is a demand for personalization that shouldn’t be ignored. The personalization economy’s growth over the last few years marks two changes in the consumer mindset:这份报告的核心是对不应该忽视的个性化需求。个性化经济在过去几年的增长标志着消费者心态的两种变化：
1. It’s clear that there’s a core group of consumers
dissatisfied with standard, ”one size fits all”
products.
2. Consumer appetite for personalization, once
whetted, continues to grow, due to high
interest in personalization as a topic and a
willingness to pay for personalization as a
premium offering
1。很明显，有一个核心的消费者群体。不满意标准，“一刀切”产品。
2。消费者对个性化的渴望，曾经磨磨蹭蹭，继续成长，因高个性化的兴趣和话题个性化支付意愿优质产品
Other key takeaways from the report:
3. Consumers personalize different products and services for different reasons, meaning the call to action to personalize for apparel may differ greatly from that in the travel industry.
4. Certain personalizers, like those who gift personalized items, hold speed and convenience in higher esteem than brand loyalty.
5. Others, like those who say personalization is a top interest to them, can be reached through a television ad with a call to action to find out more online, as this group over-indexes in second screening.
6. Apparel and footwear personalizers tend to be younger and motivated as a consumerto keep up with the latest trends but still want to stand out.
7. Travel personalizers, on the other hand, tend to be older and affluent but more financially conservative as a group. Brands should position personalization as an enabler for both groups’ lifestyles and attitudes.
报告中的其他关键措施：
三。消费者出于不同的原因个性化不同的产品和服务，这意味着对服装个性化的号召可能与旅游业的大不相同。
4。某些个性化的人，比如那些赠送个性化物品的人，在速度和便利性方面比品牌忠诚度更高。
5。另一些人，比如那些说个性化是他们最感兴趣的人，可以通过电视广告联系到，并呼吁采取行动，以在线了解更多信息，因为这一群体在第二次放映时过度索引。
6。服装和鞋类个人化倾向于更年轻，更积极地作为消费者跟上最新趋势，但仍想脱颖而出。
7。另一方面，旅行个性化倾向于年龄较大和富裕，但在经济上更保守。品牌应该定位个性化作为促进这两个群体的生活方式和态度。
The personalization economy will continue to grow and shape what consumers expect from products and services. Whether a brand already offers personalization or is still testing the waters, looking to what makes the consumer tick is the key.From an opportunity perspective, brands can get closer to their customers by using personalization as a transformative tool, one that turns a product into a shared experience using a brand’s resources and consumer’s sense of identity.个性化经济将继续增长和塑造消费者对产品和服务的期望。无论一个品牌是否已经提供个性化服务，还是仍在测试产品，寻找是什么让消费者兴奋是关键。从机会的角度来看，品牌可以通过使用个性化作为转换工具，将产品转变为共享的经验，从而更接近他们的客户。利用品牌的资源和消费者的认同感。