電通デジタル、「偶発購買」に関する独自調査を実施 購買の約5回に1回は偶発的な出会いと判明
電通デジタルの新調査によると、「偶発購買」が消費者の購買行動の約20%を占め、これは高関与商材でも見られる傾向であり、特にチャレンジャーブランドにとって大きなマーケティング機会となることが明らかになりました。
📋 記事の処理履歴
- 📰 発表: 2026年5月20日 20:03
- 🔍 収集: 2026年5月20日 11:31
- 🤖 AI分析完了: 2026年5月21日 19:04（収集から31時間32分後）
よくある質問
What is 'accidental purchasing' according to the survey?
Unlike 'planned purchasing' where a consumer researches and intentionally buys a specific product, 'accidental purchasing' occurs when a consumer discovers a product serendipitously through social media, community recommendations, or in-store encounters while browsing without a specific goal, and this encounter leads to a purchase.
What percentage of consumer purchases are accidental?
The survey, conducted across 15 product categories, found that accidental purchasing accounts for an average of 17.8%, which is approximately one in every five purchases.
Does accidental purchasing only apply to low-cost items?
No, the research shows that accidental purchasing also happens with high-involvement products that typically require careful consideration, such as luxury brands (21%), life insurance (23%), and card loans (23%).
Which types of brands can benefit most from this trend?
The article suggests that 'challenger brands' with less name recognition have the most to gain, as accidental purchases are often driven by the appeal of a 'new discovery,' giving them an opportunity to win over customers from major brands.
What is Dentsu Digital's 'Accidental Purchasing Marketing®'?
It is a marketing support service offered by Dentsu Digital that strategically designs accidental encounters between consumers and products by combining creativity and data to capitalize on this purchasing trend.