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Bespoke Survey Insights
Noteworthy Wayfair Trends | Primary Research
If you are a client, login to view the full reports.
Key Points:
Cross-Shopping Is Increasing, and Customers Think Wayfair Is More Expensive
- From our identical item pricing analysis work – we have found that Amazon is cheaper than Wayfair on identical items most of the time. The data shifted a bit in September of 2020 at the height of Amazon’s shipping difficulties, but has since returned to typical readings from our data collection.
2. From our survey, Wayfair shoppers are increasingly cross-shopping Amazon before making their purchases.
3. Also from our survey, Wayfair cross-shoppers actually pretty accurate in their assessment of whether Amazon or Wayfair is cheaper.
Furniture Shopping In-Stores vs. Online and Covid: In-Store Expected To Make a Comeback
4. Furniture shopping is an area in which consumers appear poised to return to pre-Covid preferences (online vs. in-stores). Some examples of areas that figure to hold onto Covid gains include food delivery, streaming video, video games, online grocery. Another area where consumers expect their behavior to eventually regress to pre-covid levels: video calls.
Charts: From Our Identical Item Pricing Analysis:
Charts: From Our Quarterly Survey of Wayfair Customers:
PTON and PLNT – Consumer Feedback
Each quarter, we run a survey to track trends related to PTON and PLNT. Below are a selection of charts from our report this quarter on thesis related issues for both PTON and PLNT.
If you are a client, login to view the full report.
(SE) Free Fire, On Fire
Data Source: 1,000+ US Video Gamers
Key Takeaways:
1. Free Fire gamers are highly likely to expect to still be playing the game one year from now. Of the games tested in our survey, Free Fire gamers are among the most likely to think they’ll be playing the game one year from now.
2. Free Fire gamers are also among the most likely to show interest in a metaverse like game that combines gaming with social media components.
(CVNA) Mindshare Dominant On a Rising Tide
Data Source: Survey of 1,250 US Consumers Balanced to Census
Key Takeaways:
1. Consumer willingness to buy a used car online has increased sequentially.
2. Younger cohorts are driving adoption, a likely trend that will continue.
3. Carvana is mindshare dominant when it comes to what platform consumers think of first for buying used cars online.
OpenDoor | Consumers Are “Getting” iBuying
With OpenDoor making its debut on public markets today, we wanted to highlight some of the feedback we have from home-owners on iBuying.
Below are a couple charts from our August online real estate survey report showing that consumers are increasingly “getting” iBuying.
Our most recent survey on iBuying, OpenDoor, and ZG was conducted in November and our next iteration will be in January.
If you’re a client and want to read the most recent, full report, from November you can log in and search for ZG or Online Real Estate in the research feed.
Not a client and want to learn more? Reach out to [email protected].
MTN | Ski Season Intentions
Bespoke Intel | December 17th, 2020
Covid Uncertainty Weighing On Intentions
2020 will (mercifully) come to an end in just a couple weeks with increasing clarity around vaccines offering more visibility in 2021 than we had just a month or two ago. Vaccine related developments will provide little comfort for ski resort operators, though, as COVID-19 rages and the majority of the skiing/snowboarding season figures to take place before the majority of the vaccine rollout.
We asked consumers about their intentions in September, and then again in the past week. Two takeaways jump out at us:
- Consumers said they were less likely to ski/snowboard this year in December than they were in September (likely because of the increases in COVID-19 cases since our September survey).
- The uncertainty is caused those who are planning to ski to delay their purchases of full-season passes.
If you’re a client and want to read the full report, you can log in and search for AMZN in the research feed.
Not a client and want to learn more? Reach out to [email protected].
Amazon Pharmacy
Bespoke Intel | December 16th, 2020
Identifying Early Adopters
One can imagine how competitors feel about Amazon entering the pharmacy business, but projecting how consumers will react is a more difficult task without direct feedback from… consumers.
We ran a survey last week on 1,000+ consumers to understand how they perceive Amazon pharmacy vs. the pharmacy they’ve traditionally used when it comes to trust, convenience, and price.
Our analysis (excerpt below) reveals which cohorts will drive adoption of Amazon Pharmacy:
- Prime Members
- 35-54 year-olds
- People living in urban areas.
Consumers have a very positive view on Amazon Pharmacy, but they also have very positive feedback on their existing pharmacy.
If you’re a client and want to read the full report, you can log in and search for AMZN in the research feed.
Not a client and want to learn more? Reach out to [email protected].
Drivers Prefer UBER, Restaurants Prefer DASH
We run primary research checks on companies that are likely to IPO at some point in the future so that we can have data already on-hand for clients, usually with history, before it starts trading.
For example, we already have unique feedback from restaurant owners, drivers, and consumers on DoorDash and competitors.
A Couple Examples of Takeaways In Our Food Delivery Reports:
Takeaway 1: Feedback is broadly positive toward all food delivery platforms, but drivers show a preference for Uber. One area Uber is really standing out is in improving driver incentives.
Takeaway 2: Restaurants prefer DoorDash. They have a better overall opinion of the platform and say it drives more revenue/profit growth than other platforms (including Uber Eats).
SNE, MSFT | Price Matters
Source: Our Quarterly Survey of 1,000+ Video Gamers in the US
If you read our full video gamers report for subscribers, you would see that most metrics we track related to the upcoming console launches favor Sony. Intentions to purchase, sentiment toward specs, sentiment toward exclusive game lineup, an so on, favor Sony and have been improving sequentially (feedback toward the Series X has mostly been flat).
We took gamers through an exercise related to price that we think underscores the importance of the pricing “game of chicken” that the companies are playing.
Another factor that will play into decision making process, separate from price, is the recently announced delay of Halo Infinite.
And lastly, we have a bunch more feedback specifically on sentiment/interest in xCloud… but for now we’ll leave you with a chart showing that gamers do have considerable interest in cloud gaming offerings in general.
Please let us know if you would like to learn more about our full report and/or our video gamers coverage in Japan, South Korea, and the UK.
Topics Covered in Detail:
- New Console Launches (SNE, MSFT)
- Probability of Buying
- Specs Feedback
- Pricing
- Exclusive Game Lineup Feedback
- xCloud
- Halo Infinite Delay
- NTDOY
- Console Penetration
- Attach Rates
- PS5 and Series X
- Home vs. Mobile
- Switch Online
- GME
- Mindshare and Sentiment
- Shopping Recency
- Remaining a Part of Gaming Lives
- Upcoming Launches
- Gaming Sector Trends
- Game Playing and Purchasing Frequency
- Free Games and Downloadable Content vs. New Releases
- Digital Downloads Share Tracking
Covid – Consumer Concerns Persist
We run a survey of 1,500 US consumers balanced to census per month scoping sentiment toward Covid, consumption changes, and macro impacts. Below are a handful of charts showing that amidst re-openings and rollbacks of re-openings, the majority of consumers still have their guard up.
Please let us know if you would be interested in learning more about our Covid trackers in the US, China, Japan, India, South Korea, and the UK.
Wayfair’s Pricing Trick
The Setup:
Investors are closely focused on studying pricing dynamics and cross-shopper perceptions between Wayfair and Amazon for identical items.
Why This Matters:
Simply put: If cross-shoppers notice cheaper prices on Amazon, they’d be more likely over-time to gravitate toward buying these items from Amazon.
What we are finding: (Charts Below)
- Reality: Wayfair is more expensive on identical products (nearly 80% of the time).
- Perception: 61.7% of cross-shoppers say Amazon was less expensive. IE – the collective came to the accurate conclusion, but for nearly 40% of cross-shoppers there is still a disconnect between perception and reality.
- What is Wayfair’s Pricing Trick? More Discounts and Steeper Discount Percentages... Across the 126 identical items we found Wayfair had a discount noted 73% of the time, compared to Amazon at only 39.7% of the time. Wayfair’s discounts, when applied, were steeper, too (22.4%, on average, compared to Amazon at 12.1%).
Start a Trial To Gain Incremental and Crucial Insight:
- What percentage of Wayfair shoppers are cross-shopping Amazon?
- Is cross-shopping increasing or decreasing?
- What percentage of the time do cross-shoppers say they find identical items?
- Is there anything else about the Wayfair experience that increases loyalty? IE – product visualization, search with image, etc.
SNAP – Usage Mix Becoming More Monetize-able
The Set Up:
We have been tracking usage mix on the SNAP app over a number of months to see if usage behavior is shifting
Why it is important:
Stories and discover are more easily monetized than messaging, so a shift in usage toward stories and discover would be a positive.
Evidence | What We Are Finding:
Usage mix has been shifting toward stories / discover. We plan to dig in on this further and scope additional factors that may increase engagement with discover/stories in the coming months.
