{"id":1796,"date":"2021-09-02T14:01:26","date_gmt":"2021-09-02T14:01:26","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=1796"},"modified":"2021-09-02T14:02:38","modified_gmt":"2021-09-02T14:02:38","slug":"tuketicilerin-online-alisveris-yapma-egilimi-devam-ediyor","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=1796","title":{"rendered":"T\u00fcketicilerin Online Al\u0131\u015fveri\u015f Yapma E\u011filimi Devam Ediyor"},"content":{"rendered":"\t\t
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Pandemi, end\u00fcstriler aras\u0131nda sismik kaymalara neden oldu ve bu de\u011fi\u015fim, bug\u00fcn g\u00f6rd\u00fc\u011f\u00fcm\u00fcz harcama kal\u0131plar\u0131na ve al\u0131\u015fveri\u015f davran\u0131\u015flar\u0131na yans\u0131yor. Smartly.io taraf\u0131ndan yap\u0131lan ara\u015ft\u0131rmaya g\u00f6re ABD’li t\u00fcketiciler, yeni kategorilerde ve \u201cverilerine sayg\u0131 duyan\u201d markalardan al\u0131\u015fveri\u015f yapmaya haz\u0131r. Ayr\u0131ca Covid-19 k\u0131s\u0131tlamalar\u0131 hafiflese bile \u00e7evrimi\u00e7i al\u0131\u015fveri\u015fe y\u00f6nelik, a\u00e7\u0131k bir i\u015ftah var. <\/b><\/p>

Amerika\u2019n\u0131n sosyal reklam otomasyon platformlar\u0131ndan Smartly.io, Amerikal\u0131 t\u00fcketicilerin \u00e7evrimi\u00e7i al\u0131\u015fveri\u015f tercihini ve veri gizlili\u011fini korumaya y\u00f6nelik olarak artan ilgisini g\u00f6steren yeni bir ara\u015ft\u0131rman\u0131n sonu\u00e7lar\u0131n\u0131 a\u00e7\u0131klad\u0131. Kat\u0131l\u0131mc\u0131lar\u0131n -\u015fa\u015f\u0131rt\u0131c\u0131 bir \u015fekilde- %87’si, k\u0131s\u0131tlamalar hafifletilmesine ve fiziksel perakendecilerin yeniden a\u00e7\u0131lmas\u0131na ra\u011fmen \u00e7evrimi\u00e7i al\u0131\u015fveri\u015fe devam etmeyi planlad\u0131klar\u0131n\u0131 s\u00f6yledi. %85’i ise ki\u015fisel gizlilik verilerine bir y\u0131l \u00f6ncesine g\u00f6re daha fazla \u00f6ncelik verdiklerini belirtti.<\/p>

Markalarla Etkile\u015fim, Geri D\u00f6n\u00fclmez \u015eekilde De\u011fi\u015fiyor<\/strong>
Smartly.io taraf\u0131ndan Dynata ara\u015ft\u0131rma \u015firketine yapt\u0131r\u0131lan \u00e7al\u0131\u015fmada, pandemiden kaynaklanan e-ticaret ve dijital\/sosyal reklamlara y\u00f6nelik tutumlar\u0131n\u0131, davran\u0131\u015flar\u0131n\u0131 ve tercihlerini ve ayr\u0131ca veri gizlili\u011fi ve marka g\u00fcveni konusundaki tutumlar\u0131n\u0131 anlamak i\u00e7in Temmuz 2021\u2019de, 1000 t\u00fcketiciyle anket yap\u0131ld\u0131. (Ankete kat\u0131lanlar, ABD’de ikamet ediyor ve 18 ya\u015f\u0131n \u00fczerinde.) Dynata, t\u00fcketicilerin e-ticaret, dijital reklamlar ve veri gizlili\u011fine y\u00f6nelik tutum ve davran\u0131\u015flar\u0131n\u0131n yan\u0131 s\u0131ra yeni harcama modellerini de ara\u015ft\u0131rd\u0131. ABD\u2019de a\u015f\u0131 oranlar\u0131n\u0131n artmas\u0131 ve y\u0131l\u0131n ilk yar\u0131s\u0131nda Covid-19 k\u0131s\u0131tlamalar\u0131n\u0131n gev\u015fetilmesi, \u201cnormalli\u011fe\u201d d\u00f6n\u00fc\u015f\u00fcn sinyalini vermi\u015f olsa da anket bulgular\u0131, pandeminin t\u00fcketicilerin markalarla etkile\u015fim kurma \u015feklini nas\u0131l geri d\u00f6n\u00fclmez \u015fekilde de\u011fi\u015ftirdi\u011finin alt\u0131n\u0131 \u00e7iziyor.<\/p>

Ara\u015ft\u0131rman\u0131n sonu\u00e7lar\u0131 ayr\u0131ca, pandeminin pazarlamac\u0131lara ve reklam verenlere sosyal medyada marka kat\u0131l\u0131m\u0131 f\u0131rsat\u0131n\u0131 h\u0131zla fark etme ve bunlara uyum sa\u011flama konusunda nas\u0131l meydan okudu\u011funu da yans\u0131t\u0131yor. Platform kullan\u0131m\u0131 ge\u00e7en y\u0131l boyunca h\u0131zla artt\u0131\u011f\u0131ndan, sosyal medya platformlar\u0131ndaki dijital reklamlar, t\u00fcketicileri sat\u0131n almaya y\u00f6nlendirmede kritik bir role sahipti ve olmaya devam edecek gibi g\u00f6r\u00fcn\u00fcyor. Ankete kat\u0131lan 10 ki\u015fiden yakla\u015f\u0131k d\u00f6rd\u00fc (%38) \u00e7evrimi\u00e7i bir sat\u0131n alma i\u015flemi yapt\u0131\u011f\u0131n\u0131 s\u00f6yledi ve %44’\u00fc yaln\u0131zca son 30 g\u00fcn i\u00e7inde sosyal medyada g\u00f6rd\u00fckleri bir dijital reklama dayal\u0131 olarak yeni bir \u00fcr\u00fcn veya marka ke\u015ffettiklerini belirtti.<\/p>

Ara\u015ft\u0131rmadan elde edilen \u00f6nemli bulgular \u015f\u00f6yle:<\/strong>
\u2022 Covid-19 k\u0131s\u0131tlamalar\u0131n\u0131n gev\u015fetilmesi, yeni kategorilerde \u00e7evrimi\u00e7i harcamalar\u0131 te\u015fvik ediyor.<\/strong>
\u00bb T\u00fcketiciler, kaybedilen zaman\u0131 telafi etmek istiyor ve k\u00fcresel kapanmalar s\u0131ras\u0131nda yapamayacaklar\u0131 sat\u0131n almalar i\u00e7in anl\u0131k harcamalar yap\u0131yorlar.
\u00bb Son 30 g\u00fcn i\u00e7inde, ankete kat\u0131lanlar\u0131n yar\u0131s\u0131ndan fazlas\u0131 (%53), \u015fu anda kullanabilecekleri \u00fcr\u00fcnleri sat\u0131n almak i\u00e7in Covid-19 k\u0131s\u0131tlamalar\u0131n\u0131n gev\u015femesinden motive oldu. Ankete kat\u0131lanlar\u0131n %87’si, a\u015fa\u011f\u0131dakiler gibi belirli kategorilerde \u00e7evrimi\u00e7i anl\u0131k sat\u0131n alma yap\u0131yor:
– Giyim ve perakende (%59): Sonu\u00e7lar, bir\u00e7ok t\u00fcketicinin evdeki spor \u00fcr\u00fcnlerini yeni ve \u015f\u0131k \u00fcr\u00fcnlerle de\u011fi\u015ftirebilece\u011fini g\u00f6steriyor. Ayr\u0131ca perakendeciler, i\u015fe d\u00f6n\u00fc\u015f, okula d\u00f6n\u00fc\u015f veya tatillerin yan\u0131 s\u0131ra restoranlarda ve di\u011fer mekanlarda vakit ge\u00e7irmek harcama yapmaya haz\u0131r olan t\u00fcketicilerin ak\u0131n\u0131yla kar\u015f\u0131 kar\u015f\u0131ya kalacak gibi g\u00f6r\u00fcn\u00fcyor.
– Seyahat ve a\u011f\u0131rlama (%39): Baz\u0131 t\u00fcketiciler hen\u00fcz seyahat konusunda rahat olmayabilirken, yakla\u015f\u0131k 10 kat\u0131l\u0131mc\u0131dan d\u00f6rd\u00fc bu y\u0131l seyahat\/konaklama ile ilgili sat\u0131n alma i\u015flemlerini internet \u00fczerinden yapmak istedi\u011fini belirtiyor. Bu ba\u015fl\u0131kta da g\u00fcven konusunda net bir art\u0131\u015f var.
\u00bb Di\u011fer en iyi \u00e7evrimi\u00e7i al\u0131\u015fveri\u015f kategorileri aras\u0131nda yiyecek ve i\u00e7ecek (%44), e\u011flence (%39), ev geli\u015ftirme ve dekor (%38) ile otomotiv (%17) yer al\u0131yor.<\/p>

\u2022 T\u00fcketiciler gizlili\u011fe \u00f6ncelik veriyor. \u015eeffaf ve g\u00fcvenilir veri uygulamalar\u0131 \u00f6nemli.<\/strong>
\u00bb T\u00fcketiciler, sosyal medya reklamlar\u0131 yoluyla \u00e7evrimi\u00e7i al\u0131\u015fveri\u015f ve \u00fcr\u00fcn ke\u015ffi konusundaki kendilerinden emin bak\u0131\u015f a\u00e7\u0131s\u0131na ra\u011fmen, ge\u00e7mi\u015fte oldu\u011fundan \u00e7ok daha fazla mahremiyet bilincine sahipler. Asl\u0131nda, ankete kat\u0131lan ABD’li t\u00fcketicilerin %85’i ki\u015fisel gizlilik verilerine bir y\u0131l \u00f6ncesine g\u00f6re daha fazla \u00f6ncelik verdiklerini belirtiyor.
\u00bb Ankete kat\u0131lanlar\u0131n ezici bir \u00e7o\u011funlu\u011fu (%91), bir markan\u0131n g\u00fcvenilir ve \u015feffaf veri uygulamalar\u0131na sahip oldu\u011funu d\u00fc\u015f\u00fcnd\u00fcklerinde \u00e7evrimi\u00e7i sat\u0131n alma olas\u0131l\u0131klar\u0131n\u0131n daha y\u00fcksek olaca\u011f\u0131n\u0131 s\u00f6yl\u00fcyor.
– Kat\u0131l\u0131mc\u0131lar\u0131n neredeyse d\u00f6rtte \u00fc\u00e7\u00fc (%74), verilerinin nas\u0131l kullan\u0131ld\u0131\u011f\u0131n\u0131 bildiklerinde markalar\u0131n dijital reklamlar\u0131na daha a\u00e7\u0131k olduklar\u0131n\u0131 belirtiyor.
– Ankete kat\u0131lanlar\u0131n \u00fc\u00e7te ikisi (%66), \u00e7evrimi\u00e7i olarak verilerini izlemek i\u00e7in onay isteyen daha fazla marka fark ettiklerinin alt\u0131n\u0131 \u00e7iziyor. \u00c7o\u011fu (%72), \u00e7evrimi\u00e7i markalardan veri izleme ve toplama i\u00e7in kat\u0131l\u0131m onay\u0131 sa\u011flaman\u0131n bu ek ad\u0131m\u0131n\u0131 takdir ediyor.<\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Pandemi, end\u00fcstriler aras\u0131nda sismik kaymalara neden oldu ve bu de\u011fi\u015fim, bug\u00fcn g\u00f6rd\u00fc\u011f\u00fcm\u00fcz harcama kal\u0131plar\u0131na ve al\u0131\u015fveri\u015f davran\u0131\u015flar\u0131na yans\u0131yor. Smartly.io taraf\u0131ndan yap\u0131lan ara\u015ft\u0131rmaya g\u00f6re ABD’li t\u00fcketiciler, yeni kategorilerde ve \u201cverilerine sayg\u0131 duyan\u201d markalardan al\u0131\u015fveri\u015f yapmaya haz\u0131r. Ayr\u0131ca Covid-19 k\u0131s\u0131tlamalar\u0131 hafiflese bile \u00e7evrimi\u00e7i al\u0131\u015fveri\u015fe y\u00f6nelik, a\u00e7\u0131k bir i\u015ftah var. Amerika\u2019n\u0131n sosyal reklam otomasyon platformlar\u0131ndan Smartly.io, Amerikal\u0131 t\u00fcketicilerin […]<\/p>\n","protected":false},"author":2,"featured_media":1797,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-1796","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler"},"_links":{"self":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/1796","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1796"}],"version-history":[{"count":4,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/1796\/revisions"}],"predecessor-version":[{"id":1801,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/1796\/revisions\/1801"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/1797"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1796"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1796"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1796"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}