During the pandemic, consumers had to pivot and adopt new habits. Business leaders wondered at the outset of the pandemic whether these changes, which accelerated trends already in motion, would be fleeting or permanent. Now, PwC’s June 2021 Global Consumer Insights Pulse Survey reveals that the changes are sticking―signifying a historic and dramatic shift in consumer behaviour.
In just a six-month period, from the time our first Pulse survey was conducted in October 2020 to when our second Pulse survey was conducted in March 2021, consumers evolved to be even more digital and eco-friendly. They also reported being more price-conscious, healthy, data-conscious and local. We examine five most significant changes exposed by the latest survey.
The pandemic accelerated behavioural trends and made them sticky
The COVID-19 pandemic has been one of the greatest health crises in modern history. As consumers pivoted and adopted new habits, business leaders wondered whether these changes, which accelerated trends already in motion, would be fleeting or permanent. Now, PwC’s June 2021 Global Consumer Insights Pulse Survey reveals that the changes are sticking―signifying a historic and dramatic shift in consumer behaviour.
Explore the data from the Global Consumer Insights Pulse Survey
Filter the data by region and compare it to the global average or any other region
| Questions and Answers | Global | Australia | Brazil | Canada | China | Egypt | France | Germany | Hong Kong | Indonesia | Japan | South Korea | Malaysia | Mexico | Netherlands | Philippines | Russia | Saudi Arabia | Singapore | South Africa | Spain | Thailand | United Arab Emirates | United States | Vietnam |
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| Channel choice In the last 12 months, how often have you bought products (e.g. clothes, books, electronics) using the following shopping channels? | |||||||||||||||||||||||||
Data shown:
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| In physical stores | 46% | 51% | 26% | 48% | 54% | 58% | 49% | 45% | 51% | 46% | 45% | 37% | 51% | 40% | 37% | 41% | 44% | 60% | 55% | 38% | 51% | 50% | 51% | 58% | 68% |
| Online via PC | 34% | 34% | 30% | 27% | 39% | 38% | 38% | 32% | 22% | 49% | 23% | 46% | 36% | 33% | 37% | 34% | 19% | 34% | 46% | 25% | 31% | 44% | 44% | 44% | 49% |
| Online via tablet | 38% | 38% | 31% | 29% | 48% | 40% | 37% | 35% | 32% | 53% | 31% | 44% | 43% | 35% | 40% | 33% | 27% | 35% | 51% | 30% | 30% | 41% | 42% | 50% | 48% |
| Online via mobile phone or smartphone | 44% | 47% | 33% | 41% | 62% | 49% | 44% | 40% | 32% | 55% | 27% | 58% | 44% | 38% | 45% | 42% | 24% | 46% | 57% | 36% | 40% | 52% | 49% | 51% | 61% |
| Online via smart home voice assistants, e.g. Amazon Echo, Google Home, Samsung SmartThings | 42% | 45% | 32% | 41% | 45% | 40% | 45% | 43% | 40% | 62% | 30% | 41% | 48% | 29% | 37% | 35% | 26% | 38% | 57% | 37% | 43% | 48% | 41% | 60% | 44% |
| In storeIn the current climate, which of the following attributes are important to you when shopping in physical stores? | |||||||||||||||||||||||||
Data shown:
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| Ability to pay via contactless methods | 23% | 23% | 18% | 28% | 22% | 26% | 21% | 22% | 26% | 26% | 14% | 16% | 30% | 18% | 23% | 27% | 32% | 33% | 21% | 28% | 22% | 29% | 29% | 17% | 22% |
| Availability of local products | 26% | 29% | 26% | 29% | 21% | 26% | 34% | 31% | 16% | 27% | 21% | 18% | 25% | 36% | 21% | 27% | 19% | 24% | 31% | 27% | 35% | 16% | 21% | 33% | 21% |
| Increased health and safety measures (e.g. controlled numbers in physical store, hand sanitation facilities, store cleaning, protective screens) | 35% | 28% | 42% | 43% | 36% | 35% | 32% | 31% | 44% | 41% | 25% | 21% | 43% | 47% | 31% | 49% | 17% | 35% | 35% | 47% | 44% | 39% | 48% | 36% | 38% |
| Exclusive or limited edition offerings, memberships or loyalty programs in store | 22% | 18% | 25% | 20% | 27% | 28% | 16% | 13% | 21% | 22% | 25% | 30% | 26% | 28% | 16% | 14% | 32% | 36% | 28% | 17% | 21% | 20% | 23% | 20% | 22% |
| Knowledgeable and responsive sales associates | 21% | 18% | 15% | 15% | 28% | 28% | 24% | 19% | 27% | 21% | 21% | 24% | 15% | 16% | 18% | 21% | 15% | 20% | 22% | 22% | 25% | 30% | 24% | 22% | 32% |
| Ability to quickly and conveniently navigate the store to find products I'm interested in | 38% | 39% | 30% | 37% | 48% | 36% | 33% | 36% | 44% | 38% | 43% | 36% | 41% | 36% | 38% | 44% | 32% | 28% | 37% | 45% | 36% | 30% | 34% | 38% | 37% |
| Product range | 35% | 46% | 41% | 38% | 25% | 13% | 36% | 35% | 28% | 40% | 38% | 21% | 43% | 31% | 31% | 34% | 59% | 24% | 41% | 35% | 28% | 22% | 35% | 31% | 42% |
| Ability to see and touch the products | 44% | 46% | 34% | 48% | 50% | 43% | 38% | 45% | 51% | 32% | 60% | 54% | 47% | 31% | 50% | 52% | 29% | 35% | 50% | 38% | 45% | 43% | 33% | 45% | 38% |
| Click and collect service | 18% | 23% | 15% | 12% | 16% | 20% | 27% | 18% | 19% | 12% | 9% | 17% | 14% | 21% | 23% | 6% | 27% | 31% | 19% | 18% | 16% | 24% | 18% | 14% | 15% |
| I don't feel comfortable going into stores | 3% | 3% | 6% | 4% | 4% | 2% | 3% | 5% | 1% | 4% | 2% | 3% | 1% | 3% | 5% | 4% | 4% | 4% | 2% | 2% | 1% | 3% | 2% | 5% | 3% |
| OnlineIn the current climate, which of the following attributes are important to you when shopping online? | |||||||||||||||||||||||||
Data shown:
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| Ability to quickly and conveniently navigate the website to find products I'm interested in | 30% | 32% | 29% | 27% | 35% | 23% | 23% | 34% | 34% | 22% | 39% | 25% | 32% | 33% | 33% | 40% | 30% | 17% | 36% | 31% | 34% | 20% | 23% | 31% | 30% |
| Virtual experience of products and services through augmented reality (AR) technology | 9% | 9% | 9% | 7% | 14% | 10% | 9% | 8% | 11% | 9% | 7% | 9% | 8% | 9% | 10% | 4% | 8% | 12% | 12% | 9% | 7% | 8% | 15% | 10% | 6% |
| Virtual consultation with sales associate | 9% | 8% | 10% | 5% | 12% | 9% | 9% | 8% | 8% | 11% | 7% | 8% | 11% | 10% | 7% | 5% | 8% | 13% | 9% | 7% | 9% | 14% | 13% | 11% | 17% |
| Live chat functionality | 10% | 11% | 9% | 10% | 13% | 12% | 11% | 8% | 12% | 13% | 5% | 9% | 13% | 6% | 12% | 13% | 7% | 12% | 10% | 10% | 7% | 7% | 16% | 12% | 11% |
| In-stock availability of items I want | 35% | 44% | 22% | 50% | 25% | 37% | 42% | 38% | 36% | 36% | 42% | 22% | 36% | 29% | 38% | 31% | 43% | 26% | 37% | 38% | 32% | 28% | 24% | 40% | 28% |
| The ability to see an extended range of stock compared to in physical stores | 26% | 20% | 29% | 22% | 38% | 17% | 23% | 21% | 27% | 15% | 43% | 24% | 20% | 26% | 28% | 23% | 32% | 25% | 15% | 21% | 26% | 21% | 24% | 24% | 27% |
| Easy to use mobile app/interface | 23% | 25% | 20% | 21% | 21% | 30% | 19% | 26% | 25% | 25% | 16% | 16% | 28% | 17% | 21% | 30% | 24% | 33% | 39% | 35% | 15% | 33% | 26% | 24% | 25% |
| Availability of online customer reviews | 26% | 25% | 20% | 31% | 30% | 29% | 22% | 21% | 29% | 29% | 32% | 27% | 32% | 23% | 18% | 37% | 26% | 24% | 29% | 25% | 26% | 36% | 28% | 24% | 32% |
| A good returns policy (e.g., free returns, return items to store when purchased online, etc.) | 31% | 34% | 28% | 38% | 34% | 27% | 31% | 35% | 32% | 34% | 16% | 20% | 26% | 34% | 38% | 27% | 25% | 30% | 37% | 37% | 38% | 31% | 35% | 32% | 34% |
| Fast/reliable delivery (e.g., same day delivery, pick up online purchases in physical stores or designated pick up location, visibility of the product throughout the delivery process, etc.) | 41% | 44% | 47% | 44% | 33% | 34% | 47% | 34% | 41% | 47% | 26% | 41% | 45% | 51% | 40% | 55% | 39% | 37% | 42% | 48% | 44% | 40% | 43% | 38% | 44% |
| Personalized offering | 14% | 10% | 22% | 12% | 18% | 21% | 17% | 16% | 11% | 10% | 6% | 19% | 15% | 17% | 9% | 5% | 17% | 29% | 10% | 10% | 17% | 6% | 20% | 13% | 8% |
| Exclusive or limited edition offerings, memberships or loyalty programmes online | 18% | 14% | 22% | 13% | 13% | 18% | 14% | 13% | 18% | 18% | 28% | 30% | 18% | 19% | 15% | 14% | 19% | 23% | 18% | 15% | 21% | 18% | 15% | 15% | 14% |
| Consumer mobility In the next six months how likely are you to... | |||||||||||||||||||||||||
Answers are:
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| Travel on a domestic flight | 37%,20%,43% | 42%,21%,37% | 34%,14%,52% | 22%,17%,62% | 53%,21%,26% | 58%,21%,21% | 28%,24%,48% | 22%,19%,59% | 11%,28%,61% | 54%,16%,31% | 23%,26%,50% | 35%,28%,37% | 46%,25%,29% | 47%,11%,42% | 20%,19%,61% | 35%,18%,47% | 44%,22%,34% | 68%,14%,17% | 26%,21%,54% | 42%,7%,42% | 30%,18%,52% | 45%,23%,33% | 51%,20%,30% | 43%,16%,41% | 72%,14%,14% |
| Travel on an international flight | 30%,18%,52% | 24%,16%,60% | 24%,11%,65% | 21%,12%,67% | 34%,23%,43% | 56%, 20%,24% | 31%,18%,51% | 28%,23%,50% | 16%,31%,53% | 43%,16%,42% | 12%,19%,69% | 27%,21%,52% | 38%,22%,40% | 35%,12%,53% | 32%,21%,47% | 29%,17%,55% | 26%,20%,54% | 67%,18%,15% | 30%,19%,52% | 26%,13%,61% | 26%,15%,59% | 41%,22%,37% | 66%,13%,21% | 35%,13%,51% | 44%,21%,35% |
| Stay in a hotel | 43%,21%,37% | 48%,23%,28% | 34%,13%,53% | 29%,18%,53% | 57%,22%,21% | 63%,17%,20% | 41%,21%,38% | 35%,25%,40% | 19%,27%,54% | 57%,14%,30% | 32%,27%,41% | 35%,28%,37% | 55%,20%,26% | 47%,14%,39% | 40%,26%,34% | 34%,17%,50% | 32%,24%,44% | 67%,14%,20% | 43%,23%,35% | 37%,17%,45% | 40%,21%,39% | 54,26%,20% | 61%,15%,24% | 52%,17%,31% | 64%,185,18% |
| Stay in self-catering accommodation (e.g., Airbnb) | 37%,23%,40% | 38%,23%,39% | 26%,17%,57% | 21%,18%,61% | 46%,30%,24% | 54%,20%,27% | 40%,23%,37% | 32%,27%,42% | 12%,27%,51% | 49%,19%,33% | 16%,22%,62% | 40%,27%,33% | 44%,26%,31% | 46%,16%,38% | 39%,28%,33% | 38%,21%,42% | 28%,23%,50% | 51%,28%,21% | 32%,17%,52% | 52%,18%,30% | 34%,20%,46% | 49%,23%,28% | 54%,21%,25% | 37%,21%,42% | 62%,23%,15% |
| Go to a sporting or mass event (e.g., concerts) | 32%,20%,47% | 42%,19%,39% | 26%,12%,62% | 21%,16%,63% | 44%,27%,29% | 51%,21%,28% | 31%,22%,47% | 25%,28%,47% | 18%,30%,52% | 44%,20%,37% | 21%,23%,56% | 30%,24%,47% | 32%,18%,51% | 31%,14%,54% | 27%,23%,50% | 24%,15%,61% | 37%,27%,37% | 56%,20%,24% | 27%,21%,53% | 24%,16%,60% | 24%,16%,60% | 38%,23%,38% | 48%,26%,27% | 39%,16%,44% | 51%,19%,29% |
| Go back into my place of work | 67%,20%,14% | 71%,18%,11% | 66%,13%,21% | 52%,26%,22% | 79%,13%,7% | 74%,18%,8% | 66%,19%,15% | 58%,25%,17% | 60%,28%,12% | 87%,8%,5% | 74%,13%,13% | 55%,31%,13% | 74%,18%,8% | 72%,17%,11% | 62%,22%,16% | 56%,18%,27% | 52%,29%,20% | 79%,14%,7% | 60%,27%,13% | 68%,17%,15% | 67%,20%,13% | 73%,19%,8% | 79%,13%,8% | 69%,18%,14% | 80%,14%,6% |
| Travel via public transport | 50%,19%,31% | 48%,19%,33% | 41%,12%,47% | 29%,12%,50% | 74%,16%,10% | 70%,9%,21% | 42%,20%,38% | 41%,25%,34% | 68%,21%,11% | 65%,20%,16% | 57%,19%,24% | 42%,27%,31% | 41%,27%,33% | 58%,10%,32% | 40%,25%,35% | 50%,16%,34% | 62%,21%,17% | 65%,16%,18% | 73%,16%,12% | 39%,13%,48% | 52%,16%,32% | 60%,19%,22% | 55%,19%,26% | 38%,17%,45% | 72%,13%,15% |
| Go to a shopping mall | 67%,18%,15% | 79%,14%,7% | 53%,13%,34% | 57%,12%,22% | 80%,15%,5% | 78%,13%,8% | 62%,24%,14% | 51%,25%,24% | 70%,15%,15% | 67%,19%,15% | 64%,23%,14% | 51%,29%,20% | 75%,15%,10% | 71%,17%,13% | 59%,22%,19% | 63%,18%,18% | 72%,20%,8% | 82%,10%,9% | 77%,15%,9% | 81%,11%,9% | 69%,14%,17% | 75%,15%,10% | 79%,12%,10% | 58%,22%,20% | 82%,11%,7% |
| Go to a gym | 36%,19%,45% | 36%,18%,47% | 40%,12%,48% | 26%,16%,58% | 51%,25%,24% | 61%,15%,24% | 30%,21%,49% | 28%,20%,53% | 11%,32%,57% | 55%,13%,33% | 17%,17%,65% | 31%,27%,41% | 37%,22%,42% | 48%,15%,37% | 31%,23%,47% | 28%,16%,57% | 36%,24%,40% | 60%,14%,26% | 31%,26%,44% | 37%,17%,46% | 31%,16%,53% | 46%,18%,36% | 52%,21%,27% | 38%,19%,43% | 60%,20%,20% |
| Go to a restaurant | 61%,20%,19% | 73%,17%,11% | 52%,15%,33% | 53%,21%,26% | 75%,16%,9% | 73%,15%,12% | 52%,21%,26% | 49%,24%,27% | 62%,27%,11% | 74%,13%,13% | 56%,24%,20% | 54%,29%,17% | 75%,15%,11% | 67%,14%,20% | 51%,25%,24% | 53%,24%,23% | 41%,29%,30% | 78%,11%,11% | 69%,22%,10% | 64%,16%,20% | 63%,18%,20% | 73%,17%,10% | 73%,14%,13% | 67%,18%,16% | 75%,14%,12% |
| Sustainability Please indicate to what extent you agree or disagree with the following statements around shopping sustainability | |||||||||||||||||||||||||
Answers are:
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| When it comes to consuming single-use materials, my concerns over health and safety outweigh my sense of environmental responsibility | 52%,15% | 37%,21% | 64%,10% | 46%,17% | 61%,8% | 77%,8% | 42%,18% | 40%,17% | 46%,16% | 74%,8% | 45%,18% | 40%,23% | 56%,10% | 58%,12% | 40%,26% | 78%,6% | 44%,17% | 77%,4% | 55%,11% | 48%,16% | 47%,17% | 75%,8% | 70%,11% | 51%,15% | 63%,16% |
| I intentionally buy items with eco-friendly packaging or less packaging | 54%,15% | 49%,16% | 50%,16% | 48%,17% | 74%,4% | 70%,11% | 52%,13% | 51%,14% | 46%,17% | 86%,1% | 42%,20% | 44%,22% | 60%,11% | 61%,14% | 43%,21% | 80%,4% | 39%,20% | 71%,6% | 45%,20% | 54%,17% | 50%,15% | 76%,2% | 68%,7% | 50%,19% | 80%,5% |
| I choose products with a traceable and transparent origin | 55%,13% | 39%,22% | 56%,13% | 38%,21% | 74%,4% | 80%,7% | 54%,13% | 42%,14% | 49%,11% | 83%,3% | 48%,16% | 52%,17% | 66%,10% | 57%,14% | 33%,25% | 77%,5% | 70%,9% | 74%,7% | 46%,12% | 57%,16% | 48%,12% | 79%,3% | 61%,11% | 47%,18% | 89%,5% |
| I am including more plant based foods as part of my diet due to sustainability principles | 51%,20% | 38%,29% | 56%,18% | 36%,33% | 71%,5% | 69%,9% | 41%,25% | 42%,22% | 40%,21% | 74%,9% | 33%,25% | 43%,21% | 57%,16% | 65%,13% | 38%,34% | 72%,6% | 49%,18% | 72%,11% | 40%,21% | 55%,21% | 46%,24% | 80%,3% | 68%,11% | 45%,28% | 84%,4% |
| I buy from companies that are conscious and supportive of protecting the environment | 54%,12% | 47%,15% | 60%,10% | 46%,12% | 71%,3% | 78%,7% | 46%,15% | 47%,11% | 31%,17% | 84%,3% | 33%,22% | 48%,17% | 61%,6% | 70%,7% | 38%,22% | 78%,3% | 41%,17% | 72%,10% | 52%,9% | 62%,10% | 48%,14% | 78%,3% | 74%,10% | 51%,15% | 85%,4% |
| I am buying more biodegradable/eco-friendly products | 53%,15% | 49%,18% | 52%,15% | 44%,19% | 75%,3% | 68%,12% | 49%,18% | 42%,17% | 40%,21% | 82%,2% | 39%,18% | 45%,19% | 59%,9% | 69%,9% | 40%,26% | 76%,4% | 40%,20% | 65%,9% | 50%,18% | 54%,16% | 51%,18% | 79%,4% | 65%,7% | 49%,18% | 81%,5% |
| When shopping for products I check the labelling/packaging for sustainability certification(s) | 52%,17% | 42%,28% | 54%,17% | 41%,23% | 72%,5% | 76%,7% | 47%,17% | 43%,17% | 42%,19% | 84%,2% | 32%,26% | 45%,22% | 58%,10% | 61%,12% | 34%,27% | 82%,4% | 42%,22% | 74%,6% | 46%,20% | 53%,21% | 45%,19% | 77%,3% | 67%,10% | 46%,22% | 81%,6% |
| Brand attributes Considering this list of brand attributes, which of the following influence your likelihood to remain loyal to a brand? | |||||||||||||||||||||||||
Data shown:
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| Exceptional customer service | 26% | 28% | 24% | 32% | 28% | 23% | 29% | 19% | 22% | 25% | 16% | 27% | 18% | 33% | 26% | 26% | 11% | 24% | 22% | 30% | 38% | 34% | 29% | 32% | 34% |
| Products that are widely available | 31% | 37% | 23% | 29% | 18% | 31% | 29% | 31% | 30% | 37% | 34% | 32% | 33% | 28% | 25% | 43% | 44% | 35% | 31% | 35% | 28% | 22% | 28% | 33% | 23% |
| Exclusivity | 18% | 14% | 21% | 11% | 14% | 26% | 16% | 20% | 23% | 17% | 25% | 17% | 17% | 20% | 19% | 17% | 19% | 20% | 20% | 16% | 17% | 21% | 20% | 17% | 14% |
| Reliability (the brand always delivers what I expect) | 46% | 46% | 41% | 50% | 46% | 29% | 41% | 44% | 50% | 41% | 53% | 47% | 53% | 39% | 48% | 58% | 51% | 32% | 43% | 48% | 43% | 41% | 39% | 45% | 48% |
| Personalization | 17% | 14% | 13% | 14% | 23% | 18% | 17% | 15% | 17% | 13% | 16% | 25% | 15% | 21% | 17% | 14% | 22% | 15% | 22% | 16% | 15% | 24% | 16% | 16% | 11% |
| Loyalty programs | 26% | 36% | 22% | 41% | 24% | 31% | 38% | 21% | 22% | 19% | 15% | 12% | 29% | 14% | 18% | 25% | 36% | 27% | 40% | 36% | 22% | 13% | 30% | 27% | 21% |
| Seamless digital experience | 12% | 12% | 13% | 8% | 12% | 12% | 12% | 11% | 12% | 15% | 8% | 12% | 16% | 12% | 11% | 12% | 19% | 15% | 14% | 11% | 15% | 14% | 16% | 12% | 16% |
| Enjoyable/fun experience (e.g. entertaining interaction with the brand) | 20% | 23% | 20% | 19% | 31% | 18% | 13% | 18% | 19% | 18% | 23% | 17% | 20% | 20% | 26% | 20% | 9% | 27% | 20% | 20% | 20% | 18% | 20% | 22% | 24% |
| Commitment to giving back to society | 15% | 14% | 17% | 14% | 15% | 9% | 12% | 19% | 19% | 17% | 13% | 11% | 18% | 13% | 15% | 25% | 12% | 15% | 14% | 19% | 17% | 14% | 19% | 19% | 16% |
| Ethical practices (e.g. Fairtrade, cruelty-free testing, workforce equity, best in practice production etc.) | 24% | 23% | 29% | 28% | 25% | 28% | 23% | 27% | 16% | 25% | 17% | 21% | 24% | 36% | 23% | 20% | 21% | 28% | 26% | 25% | 28% | 21% | 26% | 20% | 27% |
| Engaging content (e.g. social media, influencers, advertising) | 14% | 11% | 14% | 7% | 20% | 24% | 10% | 11% | 17% | 15% | 26% | 10% | 17% | 15% | 13% | 12% | 12% | 18% | 15% | 13% | 11% | 19% | 17% | 13% | 20% |
| Sustainable practices (e.g. commitment to net zero) | 19% | 15% | 22% | 19% | 24% | 16% | 25% | 22% | 18% | 22% | 14% | 17% | 20% | 20% | 17% | 13% | 13% | 18% | 17% | 15% | 22% | 17% | 19% | 15% | 23% |
| Consumer evolution Thinking of the last 6 months, please indicate from the list of attributes below how if at all, you have evolved as a consumer. | |||||||||||||||||||||||||
Data shown:
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| I am ‘digital’. | 51% | 42% | 74% | 40% | 45% | 72% | 37% | 44% | 34% | 68% | 36% | 40% | 59% | 71% | 45% | 64% | 42% | 68% | 52% | 69% | 54% | 61% | 61% | 48% | 62% |
| I am ‘local’. | 43% | 48% | 44% | 42% | 39% | 51% | 37% | 32% | 36% | 69% | 21% | 22% | 54% | 46% | 34% | 58% | 63% | 53% | 46% | 57% | 37% | 52% | 38% | 47% | 48% |
| I am healthy. | 49% | 40% | 56% | 39% | 59% | 68% | 33% | 34% | 38% | 83% | 21% | 53% | 54% | 57% | 35% | 60% | 47% | 79% | 43% | 62% | 46% | 54% | 68% | 47% | 80% |
| I am eco-friendly. | 50% | 45% | 49% | 39% | 61% | 68% | 49% | 38% | 39% | 86% | 29% | 43% | 63% | 65% | 39% | 74% | 41% | 60% | 47% | 60% | 40% | 66% | 67% | 47% | 74% |
| I am price oriented. | 56% | 55% | 67% | 52% | 39% | 53% | 51% | 44% | 46% | 71% | 43% | 42% | 60% | 74% | 44% | 72% | 70% | 58% | 59% | 73% | 59% | 64% | 60% | 55% | 68% |
| I am focused on saving. | 54% | 60% | 58% | 57% | 39% | 60% | 41% | 40% | 61% | 64% | 52% | 34% | 72% | 61% | 44% | 71% | 52% | 65% | 59% | 70% | 52% | 69% | 72% | 59% | 60% |
| I am optimistic about the economy. | 36% | 30% | 44% | 26% | 58% | 54% | 18% | 24% | 17% | 71% | 12% | 22% | 41% | 55% | 29% | 57% | 29% | 60% | 33% | 41% | 23% | 53% | 61% | 43% | 47% |
| I am data conscious. | 46% | 30% | 61% | 32% | 59% | 57% | 34% | 32% | 47% | 76% | 29% | 38% | 62% | 62% | 31% | 63% | 59% | 55% | 42% | 59% | 42% | 67% | 56% | 41% | 60% |
| Questions and Answers | Global | Australia | Brazil | Canada | China | Egypt | France | Germany | Hong Kong | Indonesia | Japan | South Korea | Malaysia | Mexico | Netherlands | Philippines | Russia | Saudi Arabia | Singapore | South Africa | Spain | Thailand | United Arab Emirates | United States | Vietnam |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Channel choice In the last 12 months, how often have you bought products (e.g. clothes, books, electronics) using the following shopping channels? | |||||||||||||||||||||||||
Data shown:
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| In physical stores | 42% | 56% | 25% | 43% | 50% | 41% | 42% | 37% | 62% | 36% | 41% | 37% | 40% | 37% | 38% | 42% | 41% | 56% | 46% | 37% | 36% | 38% | 43% | 50% | 63% |
| Online via PC | 30% | 34% | 31% | 25% | 41% | 33% | 29% | 22% | 29% | 26% | 13% | 43% | 30% | 26% | 29% | 30% | 25% | 44% | 36% | 20% | 28% | 24% | 30% | 39% | 44% |
| Online via tablet | 33% | 37% | 30% | 28% | 40% | 38% | 36% | 31% | 36% | 32% | 22% | 46% | 30% | 23% | 33% | 30% | 25% | 39% | 47% | 20% | 28% | 25% | 29% | 42% | 40% |
| Online via mobile phone or smartphone | 39% | 46% | 34% | 34% | 58% | 42% | 34% | 31% | 44% | 44% | 19% | 56% | 42% | 30% | 37% | 36% | 28% | 42% | 48% | 27% | 36% | 37% | 43% | 49% | 55% |
| Online via smart home voice assistants, e.g. Amazon Echo, Google Home, Samsung SmartThings | 37% | 47% | 35% | 36% | 47% | 37% | 36% | 40% | 53% | 39% | 24% | 45% | 43% | 26% | 37% | 32% | 26% | 37% | 40% | 26% | 31% | 31% | 28% | 51% | 36% |
| In store versus onlineIn the current climate, which of the following attributes are important to you when shopping in physical stores? (These attributes were in respondents' top three) | |||||||||||||||||||||||||
| Ability to pay via contactless methods | 18% | 16% | 17% | 15% | 23% | 19% | 17% | 19% | 17% | 16% | 7% | 18% | 18% | 23% | 22% | 17% | 22% | 22% | 21% | 18% | 16% | 23% | 21% | 15% | 21% |
| Availability of local products | 23% | 30% | 25% | 23% | 10% | 20% | 27% | 30% | 25% | 31% | 18% | 18% | 22% | 25% | 18% | 23% | 18% | 27% | 25% | 31% | 25% | 19% | 26% | 23% | 23% |
| Increased health and safety measures (e.g. controlled numbers in physical store, hand sanitation facilities, store cleaning, protective screens) | 31% | 28% | 36% | 40% | 33% | 35% | 28% | 28% | 25% | 31% | 18% | 20% | 38% | 44% | 23% | 50% | 22% | 32% | 30% | 41% | 41% | 38% | 31% | 36% | 27% |
| Exclusive or limited edition offerings, memberships or loyalty programs in store | 17% | 17% | 22% | 13% | 20% | 22% | 15% | 12% | 18% | 16% | 23% | 28% | 12% | 24% | 14% | 7% | 21% | 23% | 13% | 16% | 16% | 20% | 15% | 13% | 13% |
| Knowledgeable and responsive sales associates | 18% | 17% | 18% | 15% | 20% | 16% | 16% | 18% | 16% | 20% | 17% | 25% | 15% | 19% | 18% | 23% | 13% | 18% | 18% | 17% | 24% | 19% | 17% | 14% | 27% |
| Ability to quickly and conveniently navigate the store to find products I'm interested in | 31% | 29% | 31% | 31% | 33% | 27% | 25% | 32% | 29% | 27% | 43% | 28% | 30% | 19% | 36% | 36% | 33% | 21% | 28% | 37% | 22% | 22% | 31% | 40% | 31% |
| Product range | 28% | 36% | 22% | 28% | 18% | 14% | 28% | 34% | 31% | 26% | 31% | 18% | 31% | 22% | 35% | 18% | 47% | 20% | 37% | 35% | 24% | 19% | 33% | 25% | 19% |
| Ability to see and touch the products | 33% | 34% | 22% | 37% | 28% | 28% | 33% | 35% | 43% | 27% | 52% | 35% | 29% | 18% | 29% | 36% | 43% | 20% | 43% | 29% | 34% | 37% | 26% | 29% | 31% |
| Click and collect service | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| I don't feel comfortable going into stores | 4% | 3% | 4% | 4% | 4% | 8% | 5% | 5% | 1% | 5% | 4% | 4% | 7% | 2% | 4% | 3% | 2% | 5% | 1% | 3% | 2% | 3% | 3% | 5% | 4% |
| In store versus onlineIn the current climate, which of the following attributes are important to you when shopping online? (These attributes were in the respondents' top three) | |||||||||||||||||||||||||
| Ability to quickly and conveniently navigate the website to find products I'm interested in | 36% | 39% | 35% | 36% | 38% | 29% | 26% | 41% | 43% | 32% | 43% | 32% | 35% | 35% | 38% | 43% | 38% | 30% | 36% | 37% | 35% | 26% | 29% | 36% | 37% |
| Virtual experience of products and services through augmented reality (AR) technology | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Virtual consultation with sales associate | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Live chat functionality | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| In-stock availability of items I want | 38% | 47% | 36% | 47% | 28% | 38% | 44% | 42% | 35% | 39% | 49% | 25% | 37% | 41% | 39% | 30% | 40% | 30% | 36% | 40% | 35% | 33% | 27% | 43% | 31% |
| The ability to see an extended range of stock compared to in physical stores | 30% | 29% | 25% | 27% | 40% | 27% | 30% | 26% | 36% | 22% | 46% | 28% | 29% | 25% | 33% | 27% | 33% | 20% | 28% | 28% | 32% | 30% | 28% | 31% | 31% |
| Easy to use mobile app/interface | 28% | 31% | 27% | 26% | 25% | 26% | 24% | 24% | 29% | 29% | 19% | 18% | 35% | 23% | 19% | 52% | 29% | 31% | 40% | 35% | 22% | 44% | 33% | 29% | 34% |
| Availability of online customer reviews | 29% | 23% | 23% | 27% | 28% | 32% | 28% | 22% | 30% | 36% | 28% | 29% | 33% | 26% | 21% | 39% | 37% | 25% | 34% | 34% | 28% | 41% | 32% | 30% | 49% |
| A good returns policy (e.g., free returns, return items to store when purchased online, etc.) | 32% | 32% | 31% | 37% | 40% | 34% | 32% | 38% | 28% | 31% | 17% | 25% | 27% | 40% | 36% | 31% | 26% | 30% | 39% | 37% | 35% | 29% | 29% | 31% | 29% |
| Fast/reliable delivery (e.g., same day delivery, pick up online purchases in physical stores or designated pick up location, visibility of the product throughout the delivery process, etc.) | 42% | 46% | 49% | 42% | 43% | 29% | 44% | 41% | 33% | 43% | 27% | 41% | 41% | 51% | 35% | 44% | 43% | 36% | 46% | 48% | 50% | 43% | 40% | 43% | 44% |
| Personalized offering | 17% | 16% | 26% | 13% | 23% | 27% | 18% | 18% | 19% | 17% | 7% | 23% | 18% | 25% | 13% | 11% | 13% | 30% | 12% | 16% | 18% | 7% | 23% | 16% | 8% |
| Exclusive or limited edition offerings, memberships or loyalty programmes online | 21% | 17% | 24% | 16% | 17% | 27% | 18% | 18% | 19% | 25% | 32% | 35% | 22% | 22% | 24% | 14% | 19% | 31% | 23% | 15% | 22% | 20% | 26% | 17% | 17% |
| Consumer mobility In the next six months how likely are you to... | |||||||||||||||||||||||||
Answers are:
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| Travel on a domestic flight | 33%,19%,49% | 35%,24%,42% | 39%,11%,51% | 18%,17%,66% | 47%,20%,33% | 50%,14%,36% | 26%,20%,54% | 18%,16%,66% | 23%,23%,55% | 50%,22%,27% | 21%,23%,57% | 31%,26%,44% | 36%,20%,44% | 35%,14%,51% | 15%,18%,67% | 38%,22%,40% | 27%,25%,48% | 68%,14%,18% | 25%,15%,61% | 39%,17%,44% | 26%,16%,59% | 47%,22%,31% | 48%,19%,32% | 36%,14%,50% | 77%,11%,12% |
| Travel on an international flight | 26%,17%,57% | 26%,16%,59% | 26%,13%,61% | 17%,12%,71% | 27%,23%,50% | 49%,14%,37% | 27%,19%,54% | 22%,17%,61% | 27%,18%,55% | 38%,20%,42% | 10%,15%,76% | 24%,21%,55% | 27%,17%,56% | 25%,14%,61% | 22%,18%,60% | 30%,19%,51% | 20%,15%,66% | 58%,18%,24% | 30%,16%,54% | 23%,13%,64% | 20%,15%,64% | 28%,21%,51% | 58%,17%,26% | 32%,13%,55% | 48%,24%,28% |
| Stay in a hotel | 36%,21%,43% | 41%,23%,36% | 44%,11%,45% | 24%,21%,55% | 47%,21%,32% | 48%,18%,34% | 36%,24%,40% | 24%,21%,55% | 26%,25%,49% | 50%,19%,31% | 28%,25%,47% | 33%,30%,38% | 39%,22%,39% | 37%,16%,47% | 25%,24%,51% | 33%,23%,44% | 20%,22%,58% | 63%,17%,20% | 36%,23%,41% | 33%,19%,48% | 30%,20%,50% | 54%,22%,24% | 49%,23%,28% | 40%,17%,43% | 71%,14%,15% |
| Stay in self-catering accommodation (e.g., Airbnb) | 32%,22%,46% | 34%,22%,44% | 40%,11%,49% | 19%,18%,63% | 40%,26%,34% | 40%,23%,37% | 33%,26%,42% | 21%,24%,55% | 22%,31%,47% | 45%,24%,31% | 8%,23%,69% | 37%,30%,33% | 30%,22%,48% | 36%,13%,51% | 25%,25%,50% | 41%,26%,33% | 17%,23%,60% | 55%,20%,24% | 28%,19%,54% | 45%,19%,37% | 26%,19%,56% | 40%,25%,35% | 46%,28%,26% | 33%,16%,51% | 76%,15%,9% |
| Go to a sporting or mass event (e.g., concerts) | 27%,20%,53% | 31%,22%,47% | 29%,15%,56% | 16%,15%,69% | 36%,23%,40% | 41%,22%,37% | 29%,22%,49% | 21%,17%,61% | 25%,24%,51% | 40%,25%,35% | 15%,22%,62% | 25%,26%,49% | 27%,17%,56% | 23%,14%,64% | 17%,19%,64% | 30%,18%,52% | 23%,25%,52% | 53%,19%,27% | 23%,18%,59% | 27%,15%,58% | 20%,17%,64% | 33%,22%,45% | 38%,23%,39% | 33%,14%,54% | 59%,21%,20% |
| Go back into my place of work | 67%,19%,14% | 65%,19%,15% | 67%,15%,18% | 53%,20%,27% | 74%,16%,10% | 79%,8%,13% | 67%,22%,11% | 60%,28%,13% | 67%,23%,11% | 87%,8%,5% | 73%,16%,11% | 49%,36%,14% | 75%,15%,10% | 69%,15%,16% | 60%,21%,19% | 69%,19%,11% | 53%,25%,23% | 78%,13%,9% | 75%,16%,9% | 67%,15%,17% | 66%,19%,16% | 78%,15%,8% | 78%,14%,8% | 64%,24%,12% | 91%,5%,4% |
| Travel via public transport | 47%,19%,33% | 48%,21%,30% | 47%,13%,40% | 29%,15%,55% | 71%,15%,14% | 61%,16%,23% | 37%,23%,40% | 36%,24%,40% | 71%,22%,8% | 57%,23%,20% | 53%,24%,23% | 32%,33%,35% | 44%,21%,35% | 56%,11%,33% | 31%,23%,46% | 56%,18%,25% | 57%,21%,22% | 56%,19%,25% | 76%,14%,11% | 41%,12%,47% | 47%,17%,35% | 61%,18%,21% | 50%,21%,29% | 34%,13%,53% | 73%,14%,13% |
| Go to a shopping mall | 65%,20%,15% | 76%,16%,8% | 65%,12%,23% | 55%,21%,24% | 76%,16%,8% | 73%,14%,12% | 66%,19%,15% | 52%,23%,25% | 61%,30%,9% | 72%,19%,9% | 55%,30%,15% | 44%,37%,19% | 72%,20%,9% | 73%,13%,15% | 57%27%,16% | 69%,16%,15% | 68%,21%,11% | 74%,17%,9% | 79%,14%,8% | 81%,10%,9% | 64%,17%,19% | 79%,15%,6% | 69%,21%,9% | 50%,19%,31% | 88%,6%,6% |
| Go to a gym | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Go to a restaurant | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Sustainability Please indicate to what extent you agree or disagree with the following statements around shopping sustainability | |||||||||||||||||||||||||
Answers are:
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| When it comes to consuming single-use materials, my concerns over health and safety outweigh my sense of environmental responsibility | 51%,15% | 45%,18% | 67%,9% | 42%,20% | 61%,13% | 71%,9% | 46%,18% | 40%,18% | 53%,15% | 64%,8% | 37%,15% | 39%,20% | 61%,11% | 61%,13% | 32%,25% | 75%,6% | 42%,15% | 68%,8% | 58%,13% | 53%,17% | 45%,16% | 67%,9% | 64%,7% | 54%,13% | 66%,16% |
| I intentionally buy items with eco-friendly packaging or less packaging | 54%,14% | 51%,17% | 57%,12% | 46%,18% | 74%,5% | 68%,9% | 49%,16% | 55%,12% | 56%,7% | 80%,4% | 38%,17% | 42%,19% | 63%,7% | 63%,10% | 38%,22% | 80%,2% | 37%,23% | 72%,8% | 55%,11% | 56%,15% | 50%,17% | 74%,6% | 58%,11% | 50%,18% | 86%,2% |
| I choose products with a traceable and transparent origin | 56%,12% | 48%,16% | 58%,11% | 37%,21% | 74%,4% | 75%,7% | 52%,14% | 41%,14% | 53%,11% | 82%,5% | 40%,17% | 52%,16% | 67%,5% | 63%,7% | 34%,24% | 77%,4% | 71%,7% | 74%,9% | 52%,14% | 54%,12% | 48%,14% | 77%,4% | 66%,7% | 49%,15% | 92%,2% |
| I am including more plant based foods as part of my diet due to sustainability principles | 50%,19% | 47%,28% | 56%,17% | 39%,32% | 67%,5% | 60%,11% | 37%,28% | 38%,27% | 52%,13% | 71%,6% | 26%,26% | 42%,19% | 56%,10% | 61%,14% | 34%,30% | 76%,6% | 45%,17% | 68%,8% | 50%,17% | 56%,20% | 48%,22% | 78%,3% | 60%,11% | 48%,25% | 88%,6% |
| I buy from companies that are conscious and supportive of protecting the environment | 55%,11% | 52%,13% | 63%,7% | 49%,11% | 72%,3% | 72%,7% | 46%,15% | 47%,11% | 51%,7% | 79%,4% | 29%,21% | 43%,14% | 69%,4% | 71%,6% | 35%,21% | 80%,2% | 42%,16% | 65%,10% | 57%,5% | 62%,6% | 51%,15% | 77%,1% | 66%,9% | 54%,11% | 83%,6% |
| I am buying more biodegradable/eco-friendly products | 53%,14% | 49%,19% | 58%,13% | 48%,17% | 74%,5% | 61%,10% | 48%,17% | 44%,17% | 56%,7% | 76%,6% | 32%,19% | 43%,14% | 61%,7% | 69%,7% | 35%,26% | 77%,3% | 40%,20% | 67%,10% | 58%,11% | 53%,13% | 45%,17% | 79%,2% | 66%,7% | 51%,16% | 87%,3% |
| When shopping for products I check the labelling/packaging for sustainability certification(s) | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Brand attributes Considering this list of brand attributes, which of the following influence your likelihood to remain loyal to a brand? - Top 3 Ranked | |||||||||||||||||||||||||
| Exceptional customer service | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Products that are widely available | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Exclusivity | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Reliability (the brand always delivers what I expect) | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Personalization | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Loyalty programs | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Seamless digital experience | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Enjoyable/fun experience (e.g. entertaining interaction with the brand) | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Commitment to giving back to society | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Ethical practices (e.g. Fairtrade, cruelty-free testing, workforce equity, best in practice production etc.) | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Engaging content (e.g. social media, influencers, advertising) | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Sustainable practices (e.g. commitment to net zero) | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Consumer attributes Thinking of the last 6 months, please indicate from the list of attributes below how if at all, you have evolved as a consumer. | |||||||||||||||||||||||||
Data shown:
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| I am ‘digital’. | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| I am ‘local’. | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| I am healthy. | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| I am eco-friendly. | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| I am price oriented. | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| I am focused on saving. | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| I am optimistic about the economy. | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| I am data conscious. | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
Consumers see themselves changing across many dimensions
Our most recent Pulse survey shows that in just a six-month period, from October 2020 to March 2021, consumers evolved to be even more digital and eco-friendly. They also reported being more price-conscious, healthy, data-conscious and local.
The shift to digital has accelerated dramatically. Consumers are buying more groceries online, the Generation Z cohort has have developed apps to find surplus COVID-19 shots, businesses have discovered that remote work really can work―the list goes on.
More than 50% of the global consumers we surveyed say they’ve become more digital since the first Pulse survey was conducted.
Shopping via smartphone keeps climbing steeply, gaining 2 percentage points on in-store shopping just since our March 2021 Pulse survey and more than doubling since 2018.
Compared to when our first survey was conducted, more people say they’re buying online at least daily.
Given that many people have been shut indoors for such a long time, it might seem surprising to hear anyone claiming they’ve become healthier in the past six months. But that’s what most consumers are saying.
One-quarter of consumers are concerned about health and safety, up slightly from earlier this year.
- Respondents in Southeast Asia and the Middle East overwhelmingly state that they’ve become more healthy since the first Pulse survey was conducted, with some countries exceeding the global average by about 30 percentage points.
- Those working from home say they have better health now (55%) than do those who work away from home (46%).
It should hearten environmental activists everywhere that 50% of all global consumers in our most recent Pulse survey say they’ve become more eco-friendly since the first Pulse survey was conducted. Other findings include:
Continuing a trend from our first Pulse survey, consumers in Southeast Asia and the Middle East are leading the way.
More at-home consumers say they’ve become more environmentally sensitive compared to those working away from home.
A sizeable proportion of shoppers don’t necessarily prioritise eco-anything: 44% of those demonstrating less interest in sustainable shopping—those who either disagree with sustainability statements or have no opinion—contend that sustainable products cost too much.
Even though there are signs of recovery in some economies, consumers’ money anxieties have not yet eased. More than half of the respondents in our most recent Pulse survey say they’ve become more focused on saving than they were when we conducted our first Pulse survey. Even more say they’re now more price-oriented.
Price is the dominant reason they’ve shopped online more or maintained their level of online shopping. Price outpaces quality and convenience by wide margins in every category except grocery, where it still prevails but with smaller margins.
Consumers are particularly likely to say they’re focused on saving and on prices if they live in countries that have been hit the hardest by the pandemic.
Everything seemed to ‘go local’ during the pandemic. Those who couldn’t travel far afield began exploring their own regions, ordering food from local restaurants, and finding creative ways to entertain and celebrate milestones in a socially distanced way.
Of those polled in our most recent survey, 43% say they’ve become more local since we conducted our first Pulse survey.
Since our first Pulse survey, there’s a definite pick-up in the percentages of consumers saying they’re ready―or getting ready―to travel again. There’s a sharp uptick in the number of those saying they’re likely to stay in a hotel between now and year’s end.
More consumers are also shopping locally. Since the first Pulse survey, there has been a 6 percentage point increase in the number of shoppers who say they’ve been doing more to support local independent businesses.
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