Inaugural Publicis Sapient Report Finds At-Home Experiences Will Remain the New Normal Post-COVID
The Digital Life Index Report reveals YouTube as the dominant resource for consumers to adopt new experiences and tap-to-pay credit cards as the preferred payment method
NEW YORK, July 30, 2020 /CNW/ -- Despite global lockdowns lifting, COVID-19 has increased the pace of digital transformation exponentially, and consumers have shown a substantial step-change in a more permanent adoption of technology into their everyday lives. Digital has been filling the social distancing gap and social media stands out as the dominant source of influence over our free time according to digital transformation consultancy Publicis Sapient's research released today, the Digital Life Index, with digital channels inspiring new action and bringing people together for shared experiences at the height of lockdown. Payments have become a health concern as contactless payment methods became a top priority for customers, dictating where they shop and spend as well as shining a spotlight on tap-to-pay credit cards. Online shoppers may have increased in number, with 71% stating they have purchased online more than usual, but amid economic uncertainty, buying priorities have changed and brand loyalty has taken on a new meaning.
Key takeaways from the survey
The research provides a clear, overarching trend in the last three to six months of a significant convergence of the online and offline worlds. Digital experiences have increased – online shopping, contactless payments, health and fitness – all enabled by consumer expectations and convenience, with social media as the invisible thread that connects us to a global community. It will be interesting to see the continuation of these behaviors, which will stay for the long-term i.e., contactless and mobile payments, and which will inevitably shift back to a degree of pre-COVID "normality."
Contactless payments and experiences are now a requirement
Shopping becomes personal and on-demand
Online grocery saw an increase in usage during the pandemic. Fifty-seven percent of respondents started using online grocers during COVID-19, 1 in 2 saying they will continue to use online grocery channels more in the future.
For discretionary items, such as apparel and home improvement/DIY supplies, sales/promotions and a willingness to try new things were the primary factors consumers tried new brands – mirroring hesitancies around discretionary spending and forays into new offline activities.
Health at home
For this study, 3,000 people in five countries on four continents were surveyed, including the USA, the UK, Canada, Australia, and Singapore.
About Publicis Sapient
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SOURCE Publicis Sapient
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