One year after COVID-19 partially shut down many of the world’s economies, consumers have developed new habits that we think will continue even after the pandemic passes.
Our March 2021 Global Consumer Insights Pulse Survey finds that many consumer behaviour trends have accelerated during the pandemic, and four essential fault lines have emerged that split global consumers into distinct cohorts. These patterns in how consumers shop, travel, work, engage with brands and live their lives could have long-lasting implications for consumer market industries. Companies can be more prepared for the future by understanding these emerging cohorts and what their behaviours portend.
One year after the COVID-19 pandemic partially shut down many of the world’s economies, consumers are responding in a way that is accelerating changes that have been percolating for years. Our March 2021 Global Consumer Insights Pulse Survey shows four essential fault lines developing that are creating distinct groups of global consumers. Companies can be more prepared for the future by understanding these emerging cohorts and what their behaviours portend.
These four fault lines divide:
- Consumers who now primarily work from home from those who generally work away from home
- Younger consumers from older ones
- Consumers who prioritise health and safety from those who aren’t as safety-conscious
- Consumers in the Asia-Pacific region from those in other regions.
But before we explore those divides, there are some overall trends that our survey revealed. Despite the impact of COVID-19, in-store shopping remains consumers’ channel of choice for daily or weekly shopping. However, mobile shopping continues to steadily accelerate as other types of shopping, including in-store shopping, decline.
Download the full report here.