Coronavirus has not only changed the way we live and work, it’s permanently reshaping consumer behavior.
As travel, restaurants and businesses of all shapes and sizes have been forced to close or, in a lot of cases, drastically adjust the way they operate, people around the world have also had to alter their daily routines in order to meet new health and safety mandates. Months of quarantine and social distancing have caused consumers to form new habits — accelerating social media and online shopping trends that have been on the rise for years.
And data is showing that these trends won’t be reversing anytime soon. In fact, EY Future Consumer Index reports that 42 percent of consumers say the way they shop will fundamentally change.
To succeed in this post-pandemic world, brands will need to understand and adapt to these new and lasting shifts in consumer behavior.
Social Media Usage at an All Time High
- Up to 51% of U.S. adults are using social media at higher rates during the pandemic (eMarketers)
- 22% of U.S. adults said they were more interested in shopping via social media than they were last year. (Salesforce)
- Usage across Facebook, Instagram and Whatsapp are up 40% since COVID-19 (Facebook)
- Instagram saw a 70% increase in live viewing in the early days of the pandemic (Campaign)
- Daily usage of YouTube is up 15.3% (NYTimes)
- Daily usage of TikTok is up 15.4% (NYTimes)
Many Spending More Time on Mobile
- 70% of internet users worldwide are using their smartphones or mobile phones more as a direct result of the coronavirus outbreak (Statista)
- Globally, mobile usage has increased an average of 1 hour per day during COVID-19 (Ericsson Mobility Report)
- Mobile ad engagement has increased 15% during pandemic (Mobile Marketer)
- 37% of U.S. adults said they were more interested in mobile app shopping than they were last year (Salesforce)
ECommerce Purchases are Soaring
- U.S. total online spending reached $73 billion in June, marking a 76.2 percent increase year-over-year. (Adobe)
- U.S. online retail spend during COVID-19 has been tracking above 2019 holiday season levels. (Adobe)
- 73% of consumers have an average to high level of comfort buying from a new brand online (NetElixir)
- 40.1% of consumers say they are highly likely to continue to shop online even if retail stores open back up (NetElixir)
- 6 out of 10 Boomers say they’re now using online delivery services, like Amazon Prime and Shipt, specifically because of COVID-19 (NRF)
- 71% of US adults said they planned to do more than half of their holiday shopping digitally this year (daVinci Payments)
- Globally, more people expect to make portions of their purchases online post-COVID (McKinsey)
Buy Online, Pick-up in Store Growing in Importance
- Buy online, pick-up in store has seen record year-over-year growth, up 208% (Adobe)
- 59% of consumers said they are more likely to use curbside pickup following the coronavirus outbreak (CommerceHub)
- 50% of people have decided where to shop online based on whether or not they could pick up in-store (Invesp)
How are you adjusting your marketing strategy to meet the new normal of post-COVID consumer behavior?