21/07/2020

Future of Consumption: 62.7% must shop online and offline

Social Miner has been conducting periodic studies to analyze consumer behavior in the midst of the pandemic. The survey “The future of consumption in a post-covid-19 scenario”, conducted in partnership with Opinion Box, points out that 62.7% of those interviewed will make market/fair purchases both online and in physical stores, and 10.9% are determined to consume only online. If even the traditional visits to the supermarket or the fair have gained another face, can you imagine the consumption behavior as a whole?

Actually, you don’t have to imagine, because the data shows that, in relation to courses and studies, for example, when the isolation ends 45.4% intend to do exclusively online, and 46.6% should mix their studies both online and offline. As for household appliance purchases, 32.7% choose to do it over the Internet, the same model that 32.6% should follow when purchasing electronics and computers. As for ready meals, 19.6% will choose to order online instead of going to a restaurant, and 68.4% should order online and offline.

It is noticeable that buying online has become an option for many people. What can explain this is that for 72.4% the e-commerces experience was positive, not to mention the 22.1% who had an intermediate experience – half negative, half positive – and 5.4% whose experience was negative. Check it out:

 

Among the main reasons for this high approval rate are good prices and offers, 53.6%, practicality, 38.7%, and fast delivery times, 35.9%. As for negative purchasing experiences, 38.8% stated that the problem was bad delivery times, and 37.8% pointed out that the freight value was too high, unfair or did not compensate the purchase.

About newcomers to e-commerce, 7.5% of consumers made purchases online for the first time in this quarantine period. Among class C, D and E customers, this rate reaches 8.37%, which means there is a new public profile entering this universe. Among classes A and B, the percentage referring to the first transaction in e-commerces was only 3.83%, perhaps because they are more used to this type of transaction. So much so that this AB audience was the one that ventured most when consuming in stores that it didn’t know yet, representing 23.47% .

Considering the general public, having the feeling of security when buying from already known sites was a priority for 18.5% of respondents. Influential and well-known brands in these platforms ended up gaining the preference of customers. Companies that stood out as physical stores before the pandemic also had public confidence in the virtual environment in this period of social isolation. 22.4% of consumers chose to purchase products in the e-commerces of these stores they already knew.

To find these stores in the online environment, 46.3% used search engines such as Google and Bing, 38.7% used applications, and 31.3% found via Instagram. Just behind are ads, Facebook, and referrals from friends. Note that despite the still low representation, other channels are gaining more and more strength, which may be a trend for the post-pandemic.

 

 

An interesting detail worth mentioning here is that among buyers aged between 16 and 29, Instagram had a representation of 43.6% to find online stores, losing only to search engines. Among people aged 50 and over, this rate was only 12.7%.

Among the channels preferred by the consumer at the time of finalizing a purchase, the sites remain at the top of the list, with 72.2%, followed by e-commerce applications, 61.9%. But the highlight here goes to the new trend: WhatsApp purchases, reaching the 40.7% mark.

Another surprise revealed by the survey is that fear of payment fraud is not at the top of the list of reasons why people have not closed their online purchases, it appears in third place, with 19.4%. What discouraged consumers was the price of freight, 33.9%, and the delay in delivery, 19.7%.

Reasons to give up at the time of purchase analyzed, now it is also worth looking at why customers want to continue shopping online even after the end of isolation, to create sales strategies. For example, 65.4% want to continue buying on e-commerces if the price is interesting, and 59% if the freight price is cheaper, free or considered fair. Further down the table we also see the relevance of easy and fast service, with 39.1% of responses, personalized offers, with 23.7%, and fewer advertisements, 14%.

* Image reproduction

 

Author: Imprensa Mercado & Consumo Source Imprensa Mercado & Consumo