It’s been a transformative 18 months around the world. From work, travel and exercise, through to shopping, socialising and celebrations, Covid-19 has had an impact on all aspects of our daily lives.
IAS surveyed UK consumers to understand how consumer behaviour has changed in the past year and how this will evolve as restrictions are eased.
What we know is that 92% of UK consumers plan to continue doing new activities adopted during the pandemic. Here we analyse some behaviour that consumers have adopted during lockdown.
66% have shopped online more often
Online shopping and contactless payments (54%) have become the new normal for the majority of UK consumers, driven by stay-at-home orders and encouragement of a cashless society. We’ve replaced trolleys in supermarket aisles for trolley icons on the top right corner of shopping websites.
41% have used delivery and pick-up services more
In fact, the strength in ecommerce has expanded exponentially – changes to online retail that may have taken a few years have been expedited to a few months, with huge uptake in delivery and online payment services. Convenience and cost savings have been cited as the main motivations, with the ease of food delivered to the door following a few clicks.
37% have watched more online streaming video services
The pandemic has advanced the digital media strategies of online brands, who have had to shift to technologies such as contextual targeting to deliver relevant ads to users glued to their screens.
68% are looking forward to resuming social activities as restrictions ease
There has been a dramatic shift in consumer behaviour and they will continue these habits formed in lockdown. As local restrictions are easing, people everywhere are debating what the ‘new normal’ will look like and looking forward to regaining social interactions that they’ve missed out on. A further 81% feel comfortable resuming social activities now that restrictions have eased.
How can advertisers take note?
54% of consumers find online advertising important in finding information about available products and services
Online advertising continues to play a defining role in helping consumers find information on products. To find the latest deals and product information, 45% of consumers rely on search engines, 42% on recommendations from friends and family and 37% on social media.
For brands, it’s clear that this is an opportunity to prioritise digital channels, while ensuring safe, suitable, and contextually relevant ads that build brand preference and long-term customer relationships.
The IAS Pandemic Effects: Shifting Consumer Priorities research determined the habits that consumers have formed over the last year, and what they will carry over as establishments open up. To find out more about consumer behaviour and how marketers can analyse these trends to adapt their media strategies download the research by completing the form.