CONSUMER SHOPPING BEHAVIOUR HAS CHANGED FOREVER & BRANDS WILL HAVE TO EVOLVE TO KEEP UP
NEW RESEARCH FINDS
OFFICIAL PRESS RELEASE
NEWS PROVIDED BY
Since March 2020 Bauer Media has been carrying out regular research studies to gain timely insights reflecting the changing attitudes, behaviour & media consumption of consumers during the pandemic. During the UK’s second national lockdown, the latest research study looks at how both the consumer mindset and their shopping behaviour is evolving since the first lockdown and as the festive period nears. The survey found that for many people, key shopping behaviours picked up during the crisis will become permanent with nearly 40% saying that lockdown has changed the way they shop forever.
The second lockdown has hit hard…
1 in 5 people stated they were not mentally prepared for the second lockdown
70% are not worried about their Christmas finances, with many starting Christmas planning and shopping earlier this year as they wanted something to look forward to
The accelerated digital shopping shift
The research shows that, whether shopping for everyday items or for fashion, people are shopping less frequently but spending more when they do. Many have been forced to switch where they shop due to the crisis and not everyone will go back to where they shopped previously (for example nearly 40% do not intend to go back to their previous supermarket having switched during the crisis). Many consumers continue to break from normal brand loyalty making it vital that brands remain visible to protect their position during this period of instability.
Whether large or small, brands must deliver digitally on both the online user experience and added value. The most important features that brands must consider when creating their online platforms are:
Usability of the website (86%)
Brands will have to constantly evolve to keep up with shifts in behaviour and attitudes as people look to the future with intentions to carry out:
More budgeting: 23% say they will plan their budgets more in the future
The study was conducted on 3-9th November on the Bauer Insider panel, weighted to be nationally representative (gender, age, social grade and region), with a sample size of 1,231. For more information, contact firstname.lastname@example.org.
Source Bauer Media
December 1, 2020 4:45am ET by Bauer Media