COVID economy creates new digital consumers

New research finds the coronavirus pandemic has changed consumer habits, with many embracing online shopping for the first time, increasing the importance of real-time insights.

The digital habits of consumers have skyrocketed during the coronavirus pandemic, although many still prefer to shop in-store, the latest Toluna COVID-19 Barometer has found.

The COVID-19 crisis has accelerated digital adoption among consumers as retailers have shuttered their doors and social distancing encouraging many consumers to make their first online purchases. However, while online shopping and digital streaming services are up, many shoppers still prefer to go in-store for key personal items.

For example, 46 per cent of respondents said they’d rather buy personal care and toiletries in-store, versus 11 per cent who would prefer to buy these online. More than half (57 per cent) prefer grocery shopping in-store to online, and 39 per cent would prefer to buy clothes in a store. Tech items were another item that many would prefer to acquire in-store (32 per cent prefer in-store versus 15 per cent who have a strong preference for online purchasing of these items).

Toluna A/NZ business director, Stephen Walker, said Australians have been forced to drastically change the way they bank and shop during the crisis, highlighting the necessity of real-time insights.

“Although we expect to see a continued change in consumer habits, it’s encouraging for retailers to see many shoppers will still continue to come in-store, when safe to do so,” he said.

The decline of cash

With cash payments now frowned upon for hygiene reasons, the majority of Australians have also switched to prefer digital or card payments. According to Toluna’s survey, 62 per cent of respondents now use digital or card payments for every purchase where possible. 

Walker said with many consumers preferring the convenience of digital payments, retailers and financial institutions will need to closely monitor the evolving consumer perceptions “and adjust their services accordingly to ensure shoppers have access to a number of payment options at their fingertips”.

In addition, the survey found 60 per cent are now very comfortable managing their financial services online, and 59 per cent are now used to managing their financial services online and would be happy to continue doing this moving forward. Nearly four in 10 also said they’re happy to get advice from financial institutions either online or via video (38 per cent). 

The digital habits of consumers have skyrocketed during the coronavirus pandemic, although many still prefer to shop in-store, the latest Toluna COVID-19 Barometer has found.

The COVID-19 crisis has accelerated digital adoption among consumers as retailers have shuttered their doors and social distancing encouraging many consumers to make their first online purchases. However, while online shopping and digital streaming services are up, many shoppers still prefer to go in-store for key personal items.

Toluna A/NZ business director, Stephen Walker, said Australians have been forced to drastically change the way they bank and shop during the crisis, highlighting the necessity of real-time insights. “Although we expect to see a continued change in consumer habits, it’s encouraging for retailers to see many shoppers will still continue to come in-store, when safe to do so,” he said.

The bi-weekly index, which taps into people’s perceptions regarding the Coronavirus, surveyed 1091 respondents in Australia for its latest research.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Thanks for nice information regarding Account-based Marketing. PRO IT MELBOURNE is best SEO Agency in Melbourne have a team of profession...

PRO IT MELBOURNE

Cultivating engaging content in Account-based Marketing (ABM)

Read more

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in