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전 세계 소비자들의 소비 패턴 - 재택 근무, MZ 세대, 건강과 안전 선호, 지역에 따라 명확히 구분되고 있어

『글로벌 컨슈머 인사이트 서베이 2021』 분석 보고서

코로나 19로 인하여 모바일을 포함한 온라인 쇼핑이 더욱 중요해지고 있지만, 쇼핑을 매일 또는 매주 하는 소비자들에게는 오프라인 매장은 여전히 중요한 쇼핑 채널임이 확인되었다. 또한, 온라인 쇼핑시 중요하게 생각하는 고려 요소로는 신속하고 신뢰성 있는 서비스를 최우선으로 꼽았다. 본 설문조사는 전년도에 최소 1회 이상 온라인 쇼핑 경험이 있는 18세 이상의 성인남녀를 대상으로 2020년 11월 전 세계 22개의 국가에서 실시되었다.  

Global Consumer Insights Survey 2021

글로벌 소비자들의 소비 패턴이 4가지 기준으로 명확히 구분되고 있어 

코로나 19로 인하여 소비재 및 유통산업 역시 많은 변화를 경험하고 있다. PwC의 글로벌 컨슈머 인사이트 서베이에 따르면 코로나 19에 따른 소비자 행동 변화가 장기적으로 고착화되면서 전세계 소비자 시장은 4가지 기준으로 그룹군이 구분되고 있는 추세이다. 이러한 4가지 기준선에 따른 소비자 군은 쇼핑채널, 제품 및 브랜드 등에 있어서 앞으로 매우 중대한 영향을 미칠 것으로 보인다.


1. 재택근무자들은 디지털과 친환경 라이프스타일을 보다 적극적으로 수용하는 것으로 확인되었다. 재택근무자들의 64%가 식료품을 온라인에서 구입한다고 응답한 반면, 비재택근무자는 55%가 온라인으로 식료품을 구입한다고 응답하였다. 재택근무가 장기화된다면 온라인 쇼핑을 선호하는 소비패턴의 변화는 리테일 섹터에 매우 중대한 의미를 부여하게 될 수 있다. 

2. 젊은 세대의 온라인 쇼핑 선호도가 기성세대 대비 높다. Z 세대의 35%, 그리고 밀레니얼 세대의 43%가 모바일 쇼핑 채널을 이용한다고 답함으로써 기성세대 대비 모바일 쇼핑 이용률이 더 높았으며 젊은 세대의 소비 지출 규모에 대한 코로나 19의 영향은 크지 않은 것으로 확인되었다.

3. 건강과 안전을 우선하는 소비자는 오프라인 채널 이용률이 낮았다. 건강과 안전이 오프라인 매장 방문시 중요한 고려 요소라고 답한 응답자들은 건강하고 친환경적인 제품구입을 더 선호하고 집에서의 활동이 더 많은 것으로 확인되었다. 

4. 아시아 태평양 지역의 소비자들은 유럽지역 소비자 대비 오프라인 채널의 안전과 위생에 대한 우려가 낮다. 아시아 지역의 60% 소비자들이 친환경 제품에 대한 관심이 높은 반면 오프라인 채널의 안전과 위생에 대한 걱정은 낮은 것으로 확인되었다. 지속가능성에 대한 한국 소비자들의 인식은 아직까지는 다소 낮은 것으로 보인다. 제품 구입 시 원산지 등은 중요 요소로 고려하고 있으나, 환경친화적인 기업이나 제품에 대한 선호도는 아직까지 글로벌 대비 높지 않은 상황이다. 

Global Consumer Insights Survey 2021

이번 설문조사에서 한국의 온라인 쇼핑 선호도가 글로벌 대비 높은 것으로 나타났다. 특히  글로벌 소비자의 모바일 쇼핑 이용률은 39%인 반면 한국은 56%에 달하고 있다. 또한, 음식료품의 경우 글로벌 소비자 응답자의 58%가 온라인을 이용한 반면, 한국은 81%가 온라인을 통해 음식료품을 구매하였다.  인터넷망과 배송시스템이 잘 갖추어져 전 세계적으로 온라인 쇼핑 비중이 가장 높은 한국의 특징이  이번 설문조사에서도 다시 한번 확인되었다.

Global Consumer Insights Survey 2021
Global Consumer Insights Survey 2021

“기업들은 코로나19로 변화된 근무방식과 소비트렌드를 이해하고 소비자들의 사고방식과 행동 패턴의 변화에 대응할 필요가 있다. 변화된 소비자들의 쇼핑 패턴이 소비그룹군 별로 명확히 구분됨에 따라 이로 인하여 발생하는 기회에 기업 역시 혁신과 변화로 준비되어 있어야 한다”

정낙열 파트너 삼일PwC 소비재 산업 담당

이번 설문조사 보고서는 국가별로 소비자들의 소비 패턴을 확인할 수 있도록 국가별 결과를 제시하고 있으며, 아래의 데이터 탐색기를 통하여 국가별 비교 또는 글로벌 평균과도 비교 확인할 수 있다. 

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

Explore the data behind our survey and customise your view by country and 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
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:

  • Respondents answering 'weekly' or 'daily'

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:

  • Respondents ranking each answer in their top three

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:

  • Respondents ranking each answer in their top three

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:

  • Likely
  • Neither/nor
  • Not likely
separated by commas in each table cell.

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:

  • Agree
  • Disagree
separated by commas in each table cell.

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:

  • Respondents ranking each answer in their top three

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:

  • (Respondents answering "I am more like this")

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%
Explore the data behind our survey and customise your view by country and 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
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:

  • Respondents answering 'weekly' or 'daily' (Figures represent proportion of those who use said shopping channel.)

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:

  • Likely
  • Neither/nor
  • Not likely
separated by commas in each table cell.

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:

  • Agree
  • Disagree
separated by commas in each table cell.

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:

  • (Respondents answering "I am more like this")

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

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