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电通（Dentsu）：2025年第三季度亚太地区消费者洞察报告（英文版）（27页）.pdf

上传人： 1****1 编号：932238 2025-10-11 27页 11.23MB

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1、PART OF THE DENTSU CONSUMER NAVIGATOR SERIESAPAC CONSUMER NAVIGATORAPAC CONSUMER MINDSETQ3 20252PART OF THE DENTSU CONSUMER NAVIGATOR SERIESABOUT THIS STUDYSurvey Methodology The survey was conducted by dentsu via Tolunas online research panel The survey was fielded during July 30,2025 Aug 7,2025 in

2、 Australia,China,Indonesia,Thailand and India.The sample consisted of 700 respondents aged 18+for each of the countries surveyed.Controls for nationally representative weighting across age,gender,and region(using the latest publicly available Census numbers)3PART OF THE DENTSU CONSUMER NAVIGATOR SER

3、IESWHERE WEVE BEEN:THE PAST THREE WAVESQ1 2025ECONOMIC UNEASEEconomic pessimism was reported by 55%of APAC respondents,especially in Japan,Indonesia,and Thailand,while Chinese consumers were largely optimistic.Gen Z and adults 45+felt their economies are in recession or downturn,whereas Millennials

4、were more hopeful.Most consumers were able to meet basic expenses,but many in Southeast Asia faced unexpected financial setbacks.Spending is becoming more intentional,with a shift toward value-driven choices in essentials,while discretionary spending is limited to well-being and lifestyle.Q2 2025GRO

5、WING PESSIMISMEconomic sentiment in APAC has worsened,especially in Thailand,Australia,and Indonesia,while optimism in China has softened;Gen Z and older adults are increasingly anxious about recessionary conditions.Personal financial confidence remains steady overall,but Gen Z and Thai consumers re

6、port growing discomfort in managing expenses.Consumers are cutting back on discretionary spending and seeking value in essentials,though wellness remains a priority.Millennials stay optimistic about the future,while Gen Z balances financial stress with hope for improvement.E X E C U T I V E S U M M

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- **调查方法**：由dentsu通过Toluna在线研究小组在2025年7月30日至8月7日对澳大利亚、中国、印度尼西亚、泰国和印度的700名18岁以上的受访者进行。 - **经济情绪**：亚太地区经济情绪略有回升（+2% QoQ），澳大利亚领先。中国和印度乐观情绪较高，但中国有所下降。东南亚悲观情绪加深。 - **个人财务状况**：整体保持稳定，但可负担性担忧上升，尤其是在成年人和东南亚消费者中。 - **消费趋势**：消费者继续优先考虑必需品和健康，而休闲支出保持谨慎。价值驱动和低成本选择趋势持续。 - **关税情绪**：亚太消费者对关税的情绪分化，39%预计关税将产生负面影响，东南亚担忧最高。 - **对营销者的启示**：根据当地经济情绪调整信息；适应代际财务现实和敏感性；以价值驱动创新应对关税和价格敏感性。
"亚太经济，乐观还是悲观？" "消费趋势， essentials还是discretionary？" "关税影响，你准备好了吗？"
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