Consumer Behavior

Consumers' love for digital, social continues to grow

Photo by istock.com

February 25, 2021

Nearly half of the global population is tapping one social media platform and not just to stay in touch during the ongoing pandemic.

In the U.S. 32% of shoppers are using the platform for product discovery and one in three bought an item via social media in the past year, according to Bazaarvoice Inc.'s annual Shopper Experience Index.

The report explores how, largely due to the effects of COVID-19, consumer shopping preferences and behavior are rapidly evolving and how businesses should adapt to these trends, according to a press release on the findings.

Despite its growing adoption, digital shopping consumers still want a physical shopping experience. Primarily due to COVID, 36% of American shoppers reduced in-store trips, 18% are only going in-store for essentials, and 20% are not shopping in-store at all right now.

Yet slightly under half (49%) would choose in-store shopping over buying online for the next year, according to the study data.

Additional findings include:

• Over half (52%) of shoppers say what they value most about an in-store shopping experience is the ability to touch, see and try on products, and 47% say shopping at a brick-and-mortar store is how they feel most connected to the brands they love.
• The survey found 82% of shoppers like the idea of receiving free samples, while 53% are willing to write a review of the free products they've received, and 28% say they'll even post on social media.
• In the past year, 53% of shoppers have made a private label purchase. The top reason for doing so was liking the product (59%), followed by the product being cheaper (56%). Grocery is the most popular vertical where shoppers will buy private label (57%), followed by apparel and accessories (47%), and home goods (46%).

"COVID-19 has not only drastically changed consumers' shopping habits, but accelerated the trends already in motion before it began," Keith Nealon, Bazaarvoice CEO, said in the release. "But even though more shoppers are utilizing e-commerce than ever before, they still want the brick-and-mortar experience of truly getting to know the product they're buying. As the pandemic continues, brands and retailers must have an omnichannel approach so their consumers can shop and meet them where they want, when they want. No matter what channel consumers shop through, brands need to bring the in-store experience to the shoppers' front door, and leave them with the confidence to make the right purchase decision."