Global consumer trends survey shows 48% of consumers want to shop online during the holidays

Before the Christmas shopping season, mobile app experience company Airship released a global survey. The survey results focus on consumers in countries such as the UK, the US, France, Germany, Australia, Singapore and India, and the changes and predictions in their shopping behaviors and preferences.

Airship surveyed more than 9,000 consumers, of which 48% expected to spend three-quarters or more of their holiday shopping online, and 47% said they would do three-quarters or more of their online shopping on their smartphones.

Even when shopping in-store, consumers are increasingly using smartphones. 72% of British consumers use membership cards or coupons on their phones when checking out in stores. Therefore, when retailers are formulating promotional offers, issuing coupons can also play a positive role in promoting consumption.

The survey found that 35% of French respondents would evenly distribute their Christmas orders between online websites and physical stores, and 9% of French respondents would complete all orders in physical stores. In the UK, 20% of respondents said that all their Christmas orders came from the Internet. This shows that most consumers still choose online shopping as their first choice for Christmas shopping.

The survey results show that most respondents will compare product prices online. Among them, 69% of respondents will compare through Google or Amazon; 69% of respondents will visit the retailer's application to compare; and 63% of respondents will check online reviews.

Brett Caine, Airship CEO and President, said:   “Consumers are clearly leaning towards mobile apps as their primary mode of consumption to save them time and simplify their purchasing process.”

After the pandemic, 81% of millennials will use apps for consumption, while the proportions for Generation X and Generation Z are 77% and 74% respectively; and the last is the baby boomers, accounting for 66%.

The survey also found that for retailers, the promotion and development of APP provides them with better opportunities to establish close ties with customers. It not only increases the interaction between sellers and consumers, but also allows them to understand consumers' shopping preferences more intuitively through APP data.

Therefore, sellers and retailers can improve the functions of the application, optimize the product layout and pictures within the application, and leave consumers with a good consumption impression and experience.

Previously, according to Amazon's statistics, health and personal care products , such as masks, have always been on the best-selling list. The popularity of the "stay-at-home economy" has led to sales of furniture and kitchen products. Therefore, when selecting products, sellers can also refer to relevant data to seize hot-selling categories and increase sales.

Although the popularity of vaccines has played a certain role in slowing down the global epidemic, due to the continuous recurrence of the epidemic, most consumers around the world still use online shopping as the main consumption method during holiday shopping seasons such as Christmas. Understanding consumption trends and dynamics will help sellers fully prepare for the holiday peak season.

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Consumption Trends