电通（Dentsu）：2026年美国零售与与购物趋势展望报告：零售娱乐化（英文版）（52页）.pdf

1、PART OF THE DENTSU CONSUMER NAVIGATOR SERIESSHOW/BUSINESS:RETAIL&SHOPPING 2026DECEMBER 2025US EDITION2PART OF THE DENTSU CONSUMER NAVIGATOR SERIESABOUT THIS STUDYM E T H O D O L O G YSurvey MethodologySurvey Methodology The survey was conducted by dentsu via Toluna,an online research panel.Administe

2、red on November 11th,2025.Distributed among a random sample of 800 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)3PART OF THE DENTSU CONSUMER NAVIGATOR SERIE

3、SCONTENTS01TOP CONSUMER INSIGHTS02USING AI TO BROADEN SHOPPING HORIZONS03SCRUTINIZING ADS AND SHOPPING EXPERIENCES04MAKING SHOPPING MEMORY-WORTHY04NAVIGATING TRUST IN MARKETPLACES05WHEN RETAIL BECOMES STORYTELLING4PART OF THE DENTSU CONSUMER NAVIGATOR SERIESTOP CONSUMER INSIGHTSA I I S B E C O M I N

4、 G A R E C U R R I N G S H O P P I N G P A R T N E R1 in 3 U.S.consumers are using AI shopping tools,and the share grows to half with those planning to use them.AI tools are especially appreciated as an aid to discover new products and offers.However,some still feel at unease about the prospect of A

5、I becoming a more pervasive fixture in shopping environments.C O N S U M E R S A R E B E C O M I N G M O R E A D-S A V V YConsumers say they are paying more attention to both online and in-store ads compared to a year ago.However,they feel that marketers are not really living up to their personaliza

6、tion ambitions.Social media is becoming the primary battlefield for discovery,which is making it markedly overcrowded.M E M O R A B L E E X P E R I E N C E S T U R N C O N S U M E R S I N T O A D V O C A T E SWhile shopping is still seen by most as a functional task,consumers especially younger ones