2025年的一项研究表明,澳大利亚地区通过当地购物与社区的联系下降至78%,代际差别很大。 A 2025 study shows regional Australians' community connection through local shopping dropped to 78%, with a wide generational divide.

2025年的一项研究发现,78%的地区澳大利亚人仍然感到通过当地购物与他们的社区有联系,尽管这表明与2024年相比下降了8个百分点。 A 2025 study finds that 78% of regional Australians still feel connected to their communities through local shopping, though this marks an 8-point decline from 2024. 澳大利亚的心跳调查涉及7 000多人。 调查揭示了一代人的巨大差距:91%的婴儿潮人觉得自己通过当地购物相连接,而Z世代的这一比例为65%。 The Heartbeat of Australia survey, involving over 7,000 people, reveals a stark generational gap: 91% of Baby Boomers feel connected via local shopping, compared to 65% of Generation Z. 家庭经营的小企业提供个人互动, 加强社区关系, 但在黑色星期五这样的活动中, 难以与在线零售商竞争. Small, family-run businesses provide personal interactions that strengthen community ties but struggle to compete with online retailers during events like Black Friday. 许多区域企业缺乏数字存在,特别是在TikTok等平台上,限制了它们与年轻顾客的接触。 Many regional businesses lack digital presence, especially on platforms like TikTok, limiting their reach with younger shoppers. 近四分之一的地区居民感到被主要品牌忽视,这些品牌忽略了当地的广告。 Nearly a quarter of regional residents feel ignored by major brands that skip local advertising. 尽管参与程度下降,但58%的人仍然认为他们的社区是居住的重要地方,这突出表明小企业需要通过数字工具和独特的亲身体验来适应,以保持其相关性。 Despite declining engagement, 58% still rate their communities as great places to live, highlighting the need for small businesses to adapt through digital tools and unique in-person experiences to remain relevant.