毕马威在2018年全球消费者洞察呈文《Me, My Life, My Wallet》中发布了调查成果，个中对英国、米国、阿联酋、法国、巴西、减拿年夜、中国和印量的2.5万名消费者禁止了调查，以研讨各类消费行动。
The study, published as part of the 2018 Me, My Life, My Wallet report, includes a survey of 25,000 consumers in the UK, US, UAE, France, Brazil, Canada, China and India, assessing consumption behaviors.
China consumers are ahead of global counterparts in terms of adopting new technologies, and eight in ten Chinese consumers indicated having a dynamic social media presence is important among the brands they consistently purchase from, find a KPMG global survey.
It finds that Chinese consumers are ahead of their counterparts in terms of technology adoption.
跨越对折 (53%) 受访中国消费者表示对新科技十分感兴趣，每当有新产物推出市场便会率前购置，比例近高于全球均匀的29%。
More than half (53 percent) of the surveyed China respondents indicated that they are very interested in new technology and will be the first ones to buy a new device when it comes out, ahead of the 29 percent global average.
受访中国消费者对付使用人工智能 (AI)、语音和机械进修等新科技更感兴致 ——特别是野生智能助理、在线告白/购物动向猜测、音乐推举和智能家居装备等。
China respondents are more interested in using ‘new tech’ such as AI, voice and machine learning — particularly virtual personal assistants, online shopping ads/purchase prediction, music recommendations and smart home devices.
他们 (59%) 也比全球消费者 (37%) 更喜欢只在网上购物；而73%受访中国消费者表示他们情愿丧失钱包，也不肯拾掉智妙手机。
They are also more accustomed to only shop online (59 percent) than their global peers (37 percent); 73 percent said they would rather lose their wallet than their phone.
“Today, it is imperative that retail companies think more about digital transformation to create a truly connected enterprise to harness the power of data.” says Wei Lin, Partner, Global Strategy Group, Consumer & Retail Advisory Lead, KPMG China.
The survey highlights that 70 percent of China respondents claimed they like a brand or company frequently using social media to speak to them directly as a consumer;
79 percent indicated that an engaging social media presence is important among the brands they consistently purchase from (global average stands at 55 percent and 48 percent, respectively).
Also, half of the Chinese consumers said offering deals or discounts through social media will likely to provide a brand with a more positive image.
“Strategic partnerships and alliances are proving to be key drivers as retailers develop more open and collaborative initiatives with suppliers and channel partners as well as platforms,” Lin adds.
此外，91%受访中国消费者指出，他们乐意背企业提供团体数据以换牟利益，比方更好的客户休会和特性化定礼服务 (37%) 以及更好的产物和办事 (24%)。
Separately, 91 percent of China respondents indicated they are willing to provide business with their data in return for benefits, such as better customer experience and personalization (37 percent) as well as better products and service (24 percent).
In comparison, a quarter of global respondents said they would not trade their data.
“Data is an incredible resource for any company, but the Chinese internet companies have an enormous amount of it and are very skillful in using data to build compelling services.” says Anson Bailey, Head of Consumer and Retail, ASPAC KPMG China.
外行业方面，调查显著受访中国消费者对科技 (77%)、电力及公用奇迹 (76%) 和银行业 (74%) 的信赖度最高，最低三位则是广告、财产治理和保险。
In terms of sectors, China respondents have the highest level of trust in technologies (77 percent), of power & utility (76 percent) and banking (74 percent), while the bottom three are advertisement, wealth management and insurance, the survey shows.
Bailey concludes: “Companies need to think about how to use data responsibly to build deeper insights and relationships with their customers. However, they must engage their customers in an open and honest dialogue about such use.”