MiQ, the global programmatic media partner, has today revealed findings from its new study, ‘A Year of Lockdowns’, exploring the ways lockdown has changed consumers all over the world and the trends marketers must consider while making their plans in 2021 and beyond.
Online shopping has seen a massive uptick during the year of lockdown across all age groups. And, even in areas where lockdowns have eased, interest in online shopping has remained high, suggesting a permanent shift in consumer behaviour.
While many consumers used e-commerce retailers to purchase essential items, 50% of British consumers are positive about buying clothing and accessories online even once shops reopen. 35% say the same about electronics and entertainment, and 37% about beauty products. In fact, 38% of Brits are not confident in returning to physical shops for non-essential purchases, and 60% only plan to shop in store for essentials.
The pandemic has put large numbers of consumers around the world under significant financial stress. For many people, this has led to cutting down on unnecessary spending. But for those with personal savings, the lockdown year has been an opportunity to supplement their income through active investment in mutual funds, stock markets and even cryptocurrencies.
36% of global customers have become more interested in online banking over the lockdown year, with higher interest among people 45 and older. 26% of people have more interest in stock investments, while 23% say the same about cryptocurrencies. Younger, unmarried individuals have shown a higher propensity for taking higher risks for higher potential profits.
Meanwhile, there’s a stark divide between younger and older people when it comes to considering travel again. Over half of global consumers aged 18-45 are excited about travelling again once it becomes possible, whereas people over the age of 45 are still more tentative. Only a third of this audience have plans to travel when it’s possible. This is also reflected in the modes of preferred transport. Younger people tend to prefer travelling by plane (56%), older people were a bit more hesitant to use public transport and preferred to use their own vehicle (65%).