Consumers have changed their buying habits forever in response to COVID-19, according to the third annual Selligent Global Connected Consumer Index.
Of the 5,000 individuals polled worldwide, 29% expect to shop more online than in person in the future. Another 35% will stick with both, and 36% give a flat-out no to the question about moving online.
In another finding, 75% say their jobs and income have been harmed by COVID-19. Job losses have affected 79% of women compared to 71% of men. But 82% believe they will be employed again within six months to a year.
Meanwhile, 58% feel remote work will be in their future.
But while 56% plan to make new purchases to support this new lifestyle, they are cautious about non-essential spending, the report says.
They also are nervous about their privacy — 64% say it is more important than the online experience. And that figure dropped ten points from the 2019 study
During this period, 55% unsubscribed from brand emails because they were getting too many. In addition, 20% opted out because it was too long since their last interaction with the brand, 13% because they never signed up and 10% out of loyalty to other brands.
Of the consumers polled, 32% open from 1-25% of emails they receive. Another 26% open 25-50%, and 19% of respondents open 50-75%. Only 10% open 75-99% and a lowly 6% open everything.
However, 76% welcome real-time mail or app updates on delays or change in shipping.
Consumers in the following countries prefer email for purchase updates:
- North America — 57%
- Belgium — 72%
- France — 56%
- Germany — 51%
- Italy — 56%
- Netherlands — 65%
- Spain — 53%
- UK — 64%
Among the generations, 69% of boomers prefer email for purchase updates, versus 64% of Gen Xers, 57% of millennial an 41% of Gen Z.
In contrast, only 18% of boomers want mobile, compared to 29% of Gen Xers, 36% of the millennial cohort and 48% of Gen Z.
In addition, the following percentages say email is their preferred way to contact customer service:
- North America — 28%
- Belgium — 50%
- France — 34%
- Germany — 36%
- Italy — 33%
- Netherlands — 36%
- Spain — 21%
- UK — 37%
Finally, 52% of consumers are spending most on digital and non-digital entertainment such as alcohol to fight boredom.
In fact, one in five millennials is spending most of their non-discretionary funds on booze. Regionally, 27% of Americans prioritize alcohol, compared to 14% in Europe.