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El consumidor ha cambiado para siempre

Global Consumer Insights Pulse Survey 2021

Durante la pandemia, los consumidores han tenido que adoptar nuevos hábitos. Al inicio, los empresarios se preguntaron si estos cambios, que aceleraron las tendencias que ya estaban en marcha, serían fugaces o, por el contrario, habían venido para quedarse. Nuestra encuesta Global Consumer Insights Pulse 2021 revela que los cambios se mantienen, lo que significa una transformación histórica del comportamiento del consumidor.

Entre octubre de 2020 y marzo de 2021, fechas en las que se realizaron las dos oleadas de nuestra encuesta, los consumidores han evolucionado aún más hacia la digitalización y el plano ecológico. También vemos cómo tienen más conciencia sobre el precio, la salud, los datos y lo local. En nuestro informe examinamos los cinco cambios más significativos que revela la encuesta.

Los consumidores perciben su propio cambio

La pandemia ha acelerado las tendencias de comportamiento de los consumidores y ya no pueden despegarse de ellas.



Más digitales

El cambio a lo digital se ha acelerado de forma espectacular. Por ejemplo, entre otras cosas, los consumidores compran cada vez más productos de alimentación on line y las empresas han descubierto que el teletrabajo realmente puede funcionar.

  • En los últimos seis meses, más del 50% de los consumidores españoles y globales encuestados afirman haberse vuelto más digitales.
  • En cuanto a los dispositivos a través de los que los consumidores hacen su compra online, sigue creciendo el uso del móvil. El 39% de los encuestados globalmente -35% de los españoles- acuden a él, al menos una vez a la semana, por delante de otras opciones como el PC (30% global / 29% España) o utilizando la tablet (18% global / 17% España).
  • Aumentan en estos seis meses, tanto en España como en el mundo, aquellos que compran en tienda física al menos una vez a la semana (del 36% al 49% y del 41% al 45%, respectivamente) -probablemente a consecuencia del fin de las restricciones ocasionadas por la COVID-19-.

Compra online

Más concienciados con la salud

Pese a las limitaciones de movimiento durante la pandemia, la mayoría de los consumidores aseguran que se han vuelto más saludables durante los últimos seis meses.

  • Una cuarta parte de los consumidores globales están preocupados por la salud y la seguridad, algo más que a principios de año.
  • Durante este periodo de tiempo, y si hablamos de regiones, aquellos que viven en el sudeste asiático y el Medio Oriente afirman abrumadoramente haberse vuelto más saludables.
  • En España, los consumidores encuestados que afirman sentirse mucho más saludables ya alcanzan el 46%
  • A nivel global, quienes teletrabajan afirman tener mejor salud ahora (55%) que quienes lo hacen fuera (46%).

Teletrabajadores gastarán más

Más eco-friendly

El activismo medioambiental debería estar de enhorabuena, ya que nuestra encuesta refleja que la mitad de los consumidores globales se han vuelto más eco-friendly en este último medio año, siendo los del Sudeste asiático y Oriente medio quienes lideran el camino.

  • En España, un 40% de los consumidores encuestados aseguran sentirse mucho más eco-friendly que hace seis meses.
  • Cada vez son más los consumidores en el mundo que teletrabajan y dicen haberse vuelto más sensibles al medio ambiente, en comparación con aquellos que trabajan fuera de casa.
  • No obstante, una proporción considerable de compradores sigue sin priorizar lo ecológico: el 44% de aquellos que muestran menos interés en las compras sostenibles en el mundo (58% en España) lo achacan al coste de este tipo de productos.

Precio, obstáculo

Más conscientes del precio

Aunque empiezan a mostrarse signos de recuperación en algunas economías, la preocupación de los consumidores por los precios aún no ha disminuido. Más de la mitad de los encuestados aseguran haberse centrado más en el ahorro durante los últimos seis meses y que el precio pesa más en sus decisiones de compra.

  • El precio es señalado como el motivo principal de los consumidores españoles encuestados para comprar online (43%), superando a la comodidad (38%) y muy por delante de la calidad (24%).
  • La preocupación por el ahorro y por los precios es mayor en aquellos países más afectados por la pandemia. En relación a nuestra primera encuesta, suben en España (del 29% al 59%) los compradores que señalan estar muy orientados por el precio y los que se preocupan más en el ahorro (del 31% al 52%).

Más conscientes del precio

Más locales

Todo parecía volverse local durante la pandemia. Aquellos que no podían viajar muy lejos comenzaron a explorar sus propias regiones, pidieron comida en los restaurantes locales y encontraron formas de entretenimiento en lugares próximos.

  • El 43% de los consumidores encuestados en el mundo (37% en España) afirma hacer un consumo más local en los últimos seis meses.
  • Hay una recuperación en los porcentajes de consumidores que prevén incrementar su gasto en viajes en los próximos seis meses -en el mundo suben del 20 al 25% y en España del 14% al 26%-.
  • Aumenta el número de quienes dicen que es (muy) probable que acudan a un hotel antes de que finalice el año -en el mundo del 36% al 43% y en España, del 30% al 39%-.
  • Se mantiene a nivel global (15%) y nacional (17%) el número de consumidores encuestados que están dispuestos a pagar más por productos locales.

Aumento del consumo

Explore the data from the Global Consumer Insights Pulse Survey

Filter the data by region and compare it to the global average or any other region

Explore the data behind our survey and customise your view by country and region
Questions and Answers Global Australia Brazil Canada China Egypt France Germany Hong Kong Indonesia Japan South Korea Malaysia Mexico Netherlands Philippines Russia Saudi Arabia Singapore South Africa Spain Thailand United Arab Emirates United States Vietnam
Channel choice In the last 12 months, how often have you bought products (e.g. clothes, books, electronics) using the following shopping channels?

Data shown:

  • Respondents answering 'weekly' or 'daily'

In physical stores 46% 51% 26% 48% 54% 58% 49% 45% 51% 46% 45% 37% 51% 40% 37% 41% 44% 60% 55% 38% 51% 50% 51% 58% 68%
Online via PC 34% 34% 30% 27% 39% 38% 38% 32% 22% 49% 23% 46% 36% 33% 37% 34% 19% 34% 46% 25% 31% 44% 44% 44% 49%
Online via tablet 38% 38% 31% 29% 48% 40% 37% 35% 32% 53% 31% 44% 43% 35% 40% 33% 27% 35% 51% 30% 30% 41% 42% 50% 48%
Online via mobile phone or smartphone 44% 47% 33% 41% 62% 49% 44% 40% 32% 55% 27% 58% 44% 38% 45% 42% 24% 46% 57% 36% 40% 52% 49% 51% 61%
Online via smart home voice assistants, e.g. Amazon Echo, Google Home, Samsung SmartThings 42% 45% 32% 41% 45% 40% 45% 43% 40% 62% 30% 41% 48% 29% 37% 35% 26% 38% 57% 37% 43% 48% 41% 60% 44%
In storeIn the current climate, which of the following attributes are important to you when shopping in physical stores?

Data shown:

  • Respondents ranking each answer in their top three

Ability to pay via contactless methods 23% 23% 18% 28% 22% 26% 21% 22% 26% 26% 14% 16% 30% 18% 23% 27% 32% 33% 21% 28% 22% 29% 29% 17% 22%
Availability of local products 26% 29% 26% 29% 21% 26% 34% 31% 16% 27% 21% 18% 25% 36% 21% 27% 19% 24% 31% 27% 35% 16% 21% 33% 21%
Increased health and safety measures (e.g. controlled numbers in physical store, hand sanitation facilities, store cleaning, protective screens) 35% 28% 42% 43% 36% 35% 32% 31% 44% 41% 25% 21% 43% 47% 31% 49% 17% 35% 35% 47% 44% 39% 48% 36% 38%
Exclusive or limited edition offerings, memberships or loyalty programs in store 22% 18% 25% 20% 27% 28% 16% 13% 21% 22% 25% 30% 26% 28% 16% 14% 32% 36% 28% 17% 21% 20% 23% 20% 22%
Knowledgeable and responsive sales associates 21% 18% 15% 15% 28% 28% 24% 19% 27% 21% 21% 24% 15% 16% 18% 21% 15% 20% 22% 22% 25% 30% 24% 22% 32%
Ability to quickly and conveniently navigate the store to find products I'm interested in 38% 39% 30% 37% 48% 36% 33% 36% 44% 38% 43% 36% 41% 36% 38% 44% 32% 28% 37% 45% 36% 30% 34% 38% 37%
Product range 35% 46% 41% 38% 25% 13% 36% 35% 28% 40% 38% 21% 43% 31% 31% 34% 59% 24% 41% 35% 28% 22% 35% 31% 42%
Ability to see and touch the products 44% 46% 34% 48% 50% 43% 38% 45% 51% 32% 60% 54% 47% 31% 50% 52% 29% 35% 50% 38% 45% 43% 33% 45% 38%
Click and collect service 18% 23% 15% 12% 16% 20% 27% 18% 19% 12% 9% 17% 14% 21% 23% 6% 27% 31% 19% 18% 16% 24% 18% 14% 15%
I don't feel comfortable going into stores 3% 3% 6% 4% 4% 2% 3% 5% 1% 4% 2% 3% 1% 3% 5% 4% 4% 4% 2% 2% 1% 3% 2% 5% 3%
OnlineIn the current climate, which of the following attributes are important to you when shopping online?

Data shown:

  • Respondents ranking each answer in their top three

Ability to quickly and conveniently navigate the website to find products I'm interested in 30% 32% 29% 27% 35% 23% 23% 34% 34% 22% 39% 25% 32% 33% 33% 40% 30% 17% 36% 31% 34% 20% 23% 31% 30%
Virtual experience of products and services through augmented reality (AR) technology 9% 9% 9% 7% 14% 10% 9% 8% 11% 9% 7% 9% 8% 9% 10% 4% 8% 12% 12% 9% 7% 8% 15% 10% 6%
Virtual consultation with sales associate 9% 8% 10% 5% 12% 9% 9% 8% 8% 11% 7% 8% 11% 10% 7% 5% 8% 13% 9% 7% 9% 14% 13% 11% 17%
Live chat functionality 10% 11% 9% 10% 13% 12% 11% 8% 12% 13% 5% 9% 13% 6% 12% 13% 7% 12% 10% 10% 7% 7% 16% 12% 11%
In-stock availability of items I want 35% 44% 22% 50% 25% 37% 42% 38% 36% 36% 42% 22% 36% 29% 38% 31% 43% 26% 37% 38% 32% 28% 24% 40% 28%
The ability to see an extended range of stock compared to in physical stores 26% 20% 29% 22% 38% 17% 23% 21% 27% 15% 43% 24% 20% 26% 28% 23% 32% 25% 15% 21% 26% 21% 24% 24% 27%
Easy to use mobile app/interface 23% 25% 20% 21% 21% 30% 19% 26% 25% 25% 16% 16% 28% 17% 21% 30% 24% 33% 39% 35% 15% 33% 26% 24% 25%
Availability of online customer reviews 26% 25% 20% 31% 30% 29% 22% 21% 29% 29% 32% 27% 32% 23% 18% 37% 26% 24% 29% 25% 26% 36% 28% 24% 32%
A good returns policy (e.g., free returns, return items to store when purchased online, etc.) 31% 34% 28% 38% 34% 27% 31% 35% 32% 34% 16% 20% 26% 34% 38% 27% 25% 30% 37% 37% 38% 31% 35% 32% 34%
Fast/reliable delivery (e.g., same day delivery, pick up online purchases in physical stores or designated pick up location, visibility of the product throughout the delivery process, etc.) 41% 44% 47% 44% 33% 34% 47% 34% 41% 47% 26% 41% 45% 51% 40% 55% 39% 37% 42% 48% 44% 40% 43% 38% 44%
Personalized offering 14% 10% 22% 12% 18% 21% 17% 16% 11% 10% 6% 19% 15% 17% 9% 5% 17% 29% 10% 10% 17% 6% 20% 13% 8%
Exclusive or limited edition offerings, memberships or loyalty programmes online 18% 14% 22% 13% 13% 18% 14% 13% 18% 18% 28% 30% 18% 19% 15% 14% 19% 23% 18% 15% 21% 18% 15% 15% 14%
Consumer mobility In the next six months how likely are you to...

Answers are:

  • Likely
  • Neither/nor
  • Not likely
separated by commas in each table cell.

Travel on a domestic flight 37%,20%,43% 42%,21%,37% 34%,14%,52% 22%,17%,62% 53%,21%,26% 58%,21%,21% 28%,24%,48% 22%,19%,59% 11%,28%,61% 54%,16%,31% 23%,26%,50% 35%,28%,37% 46%,25%,29% 47%,11%,42% 20%,19%,61% 35%,18%,47% 44%,22%,34% 68%,14%,17% 26%,21%,54% 42%,7%,42% 30%,18%,52% 45%,23%,33% 51%,20%,30% 43%,16%,41% 72%,14%,14%
Travel on an international flight 30%,18%,52% 24%,16%,60% 24%,11%,65% 21%,12%,67% 34%,23%,43% 56%, 20%,24% 31%,18%,51% 28%,23%,50% 16%,31%,53% 43%,16%,42% 12%,19%,69% 27%,21%,52% 38%,22%,40% 35%,12%,53% 32%,21%,47% 29%,17%,55% 26%,20%,54% 67%,18%,15% 30%,19%,52% 26%,13%,61% 26%,15%,59% 41%,22%,37% 66%,13%,21% 35%,13%,51% 44%,21%,35%
Stay in a hotel 43%,21%,37% 48%,23%,28% 34%,13%,53% 29%,18%,53% 57%,22%,21% 63%,17%,20% 41%,21%,38% 35%,25%,40% 19%,27%,54% 57%,14%,30% 32%,27%,41% 35%,28%,37% 55%,20%,26% 47%,14%,39% 40%,26%,34% 34%,17%,50% 32%,24%,44% 67%,14%,20% 43%,23%,35% 37%,17%,45% 40%,21%,39% 54,26%,20% 61%,15%,24% 52%,17%,31% 64%,185,18%
Stay in self-catering accommodation (e.g., Airbnb) 37%,23%,40% 38%,23%,39% 26%,17%,57% 21%,18%,61% 46%,30%,24% 54%,20%,27% 40%,23%,37% 32%,27%,42% 12%,27%,51% 49%,19%,33% 16%,22%,62% 40%,27%,33% 44%,26%,31% 46%,16%,38% 39%,28%,33% 38%,21%,42% 28%,23%,50% 51%,28%,21% 32%,17%,52% 52%,18%,30% 34%,20%,46% 49%,23%,28% 54%,21%,25% 37%,21%,42% 62%,23%,15%
Go to a sporting or mass event (e.g., concerts) 32%,20%,47% 42%,19%,39% 26%,12%,62% 21%,16%,63% 44%,27%,29% 51%,21%,28% 31%,22%,47% 25%,28%,47% 18%,30%,52% 44%,20%,37% 21%,23%,56% 30%,24%,47% 32%,18%,51% 31%,14%,54% 27%,23%,50% 24%,15%,61% 37%,27%,37% 56%,20%,24% 27%,21%,53% 24%,16%,60% 24%,16%,60% 38%,23%,38% 48%,26%,27% 39%,16%,44% 51%,19%,29%
Go back into my place of work 67%,20%,14% 71%,18%,11% 66%,13%,21% 52%,26%,22% 79%,13%,7% 74%,18%,8% 66%,19%,15% 58%,25%,17% 60%,28%,12% 87%,8%,5% 74%,13%,13% 55%,31%,13% 74%,18%,8% 72%,17%,11% 62%,22%,16% 56%,18%,27% 52%,29%,20% 79%,14%,7% 60%,27%,13% 68%,17%,15% 67%,20%,13% 73%,19%,8% 79%,13%,8% 69%,18%,14% 80%,14%,6%
Travel via public transport 50%,19%,31% 48%,19%,33% 41%,12%,47% 29%,12%,50% 74%,16%,10% 70%,9%,21% 42%,20%,38% 41%,25%,34% 68%,21%,11% 65%,20%,16% 57%,19%,24% 42%,27%,31% 41%,27%,33% 58%,10%,32% 40%,25%,35% 50%,16%,34% 62%,21%,17% 65%,16%,18% 73%,16%,12% 39%,13%,48% 52%,16%,32% 60%,19%,22% 55%,19%,26% 38%,17%,45% 72%,13%,15%
Go to a shopping mall 67%,18%,15% 79%,14%,7% 53%,13%,34% 57%,12%,22% 80%,15%,5% 78%,13%,8% 62%,24%,14% 51%,25%,24% 70%,15%,15% 67%,19%,15% 64%,23%,14% 51%,29%,20% 75%,15%,10% 71%,17%,13% 59%,22%,19% 63%,18%,18% 72%,20%,8% 82%,10%,9% 77%,15%,9% 81%,11%,9% 69%,14%,17% 75%,15%,10% 79%,12%,10% 58%,22%,20% 82%,11%,7%
Go to a gym 36%,19%,45% 36%,18%,47% 40%,12%,48% 26%,16%,58% 51%,25%,24% 61%,15%,24% 30%,21%,49% 28%,20%,53% 11%,32%,57% 55%,13%,33% 17%,17%,65% 31%,27%,41% 37%,22%,42% 48%,15%,37% 31%,23%,47% 28%,16%,57% 36%,24%,40% 60%,14%,26% 31%,26%,44% 37%,17%,46% 31%,16%,53% 46%,18%,36% 52%,21%,27% 38%,19%,43% 60%,20%,20%
Go to a restaurant 61%,20%,19% 73%,17%,11% 52%,15%,33% 53%,21%,26% 75%,16%,9% 73%,15%,12% 52%,21%,26% 49%,24%,27% 62%,27%,11% 74%,13%,13% 56%,24%,20% 54%,29%,17% 75%,15%,11% 67%,14%,20% 51%,25%,24% 53%,24%,23% 41%,29%,30% 78%,11%,11% 69%,22%,10% 64%,16%,20% 63%,18%,20% 73%,17%,10% 73%,14%,13% 67%,18%,16% 75%,14%,12%
Sustainability Please indicate to what extent you agree or disagree with the following statements around shopping sustainability

Answers are:

  • Agree
  • Disagree
separated by commas in each table cell.

When it comes to consuming single-use materials, my concerns over health and safety outweigh my sense of environmental responsibility 52%,15% 37%,21% 64%,10% 46%,17% 61%,8% 77%,8% 42%,18% 40%,17% 46%,16% 74%,8% 45%,18% 40%,23% 56%,10% 58%,12% 40%,26% 78%,6% 44%,17% 77%,4% 55%,11% 48%,16% 47%,17% 75%,8% 70%,11% 51%,15% 63%,16%
I intentionally buy items with eco-friendly packaging or less packaging 54%,15% 49%,16% 50%,16% 48%,17% 74%,4% 70%,11% 52%,13% 51%,14% 46%,17% 86%,1% 42%,20% 44%,22% 60%,11% 61%,14% 43%,21% 80%,4% 39%,20% 71%,6% 45%,20% 54%,17% 50%,15% 76%,2% 68%,7% 50%,19% 80%,5%
I choose products with a traceable and transparent origin 55%,13% 39%,22% 56%,13% 38%,21% 74%,4% 80%,7% 54%,13% 42%,14% 49%,11% 83%,3% 48%,16% 52%,17% 66%,10% 57%,14% 33%,25% 77%,5% 70%,9% 74%,7% 46%,12% 57%,16% 48%,12% 79%,3% 61%,11% 47%,18% 89%,5%
I am including more plant based foods as part of my diet due to sustainability principles 51%,20% 38%,29% 56%,18% 36%,33% 71%,5% 69%,9% 41%,25% 42%,22% 40%,21% 74%,9% 33%,25% 43%,21% 57%,16% 65%,13% 38%,34% 72%,6% 49%,18% 72%,11% 40%,21% 55%,21% 46%,24% 80%,3% 68%,11% 45%,28% 84%,4%
I buy from companies that are conscious and supportive of protecting the environment 54%,12% 47%,15% 60%,10% 46%,12% 71%,3% 78%,7% 46%,15% 47%,11% 31%,17% 84%,3% 33%,22% 48%,17% 61%,6% 70%,7% 38%,22% 78%,3% 41%,17% 72%,10% 52%,9% 62%,10% 48%,14% 78%,3% 74%,10% 51%,15% 85%,4%
I am buying more biodegradable/eco-friendly products 53%,15% 49%,18% 52%,15% 44%,19% 75%,3% 68%,12% 49%,18% 42%,17% 40%,21% 82%,2% 39%,18% 45%,19% 59%,9% 69%,9% 40%,26% 76%,4% 40%,20% 65%,9% 50%,18% 54%,16% 51%,18% 79%,4% 65%,7% 49%,18% 81%,5%
When shopping for products I check the labelling/packaging for sustainability certification(s) 52%,17% 42%,28% 54%,17% 41%,23% 72%,5% 76%,7% 47%,17% 43%,17% 42%,19% 84%,2% 32%,26% 45%,22% 58%,10% 61%,12% 34%,27% 82%,4% 42%,22% 74%,6% 46%,20% 53%,21% 45%,19% 77%,3% 67%,10% 46%,22% 81%,6%
Brand attributes Considering this list of brand attributes, which of the following influence your likelihood to remain loyal to a brand?

Data shown:

  • Respondents ranking each answer in their top three

Exceptional customer service 26% 28% 24% 32% 28% 23% 29% 19% 22% 25% 16% 27% 18% 33% 26% 26% 11% 24% 22% 30% 38% 34% 29% 32% 34%
Products that are widely available 31% 37% 23% 29% 18% 31% 29% 31% 30% 37% 34% 32% 33% 28% 25% 43% 44% 35% 31% 35% 28% 22% 28% 33% 23%
Exclusivity 18% 14% 21% 11% 14% 26% 16% 20% 23% 17% 25% 17% 17% 20% 19% 17% 19% 20% 20% 16% 17% 21% 20% 17% 14%
Reliability (the brand always delivers what I expect) 46% 46% 41% 50% 46% 29% 41% 44% 50% 41% 53% 47% 53% 39% 48% 58% 51% 32% 43% 48% 43% 41% 39% 45% 48%
Personalization 17% 14% 13% 14% 23% 18% 17% 15% 17% 13% 16% 25% 15% 21% 17% 14% 22% 15% 22% 16% 15% 24% 16% 16% 11%
Loyalty programs 26% 36% 22% 41% 24% 31% 38% 21% 22% 19% 15% 12% 29% 14% 18% 25% 36% 27% 40% 36% 22% 13% 30% 27% 21%
Seamless digital experience 12% 12% 13% 8% 12% 12% 12% 11% 12% 15% 8% 12% 16% 12% 11% 12% 19% 15% 14% 11% 15% 14% 16% 12% 16%
Enjoyable/fun experience (e.g. entertaining interaction with the brand) 20% 23% 20% 19% 31% 18% 13% 18% 19% 18% 23% 17% 20% 20% 26% 20% 9% 27% 20% 20% 20% 18% 20% 22% 24%
Commitment to giving back to society 15% 14% 17% 14% 15% 9% 12% 19% 19% 17% 13% 11% 18% 13% 15% 25% 12% 15% 14% 19% 17% 14% 19% 19% 16%
Ethical practices (e.g. Fairtrade, cruelty-free testing, workforce equity, best in practice production etc.) 24% 23% 29% 28% 25% 28% 23% 27% 16% 25% 17% 21% 24% 36% 23% 20% 21% 28% 26% 25% 28% 21% 26% 20% 27%
Engaging content (e.g. social media, influencers, advertising) 14% 11% 14% 7% 20% 24% 10% 11% 17% 15% 26% 10% 17% 15% 13% 12% 12% 18% 15% 13% 11% 19% 17% 13% 20%
Sustainable practices (e.g. commitment to net zero) 19% 15% 22% 19% 24% 16% 25% 22% 18% 22% 14% 17% 20% 20% 17% 13% 13% 18% 17% 15% 22% 17% 19% 15% 23%
Consumer evolution Thinking of the last 6 months, please indicate from the list of attributes below how if at all, you have evolved as a consumer.

Data shown:

  • (Respondents answering "I am more like this")

I am ‘digital’. 51% 42% 74% 40% 45% 72% 37% 44% 34% 68% 36% 40% 59% 71% 45% 64% 42% 68% 52% 69% 54% 61% 61% 48% 62%
I am ‘local’. 43% 48% 44% 42% 39% 51% 37% 32% 36% 69% 21% 22% 54% 46% 34% 58% 63% 53% 46% 57% 37% 52% 38% 47% 48%
I am healthy. 49% 40% 56% 39% 59% 68% 33% 34% 38% 83% 21% 53% 54% 57% 35% 60% 47% 79% 43% 62% 46% 54% 68% 47% 80%
I am eco-friendly. 50% 45% 49% 39% 61% 68% 49% 38% 39% 86% 29% 43% 63% 65% 39% 74% 41% 60% 47% 60% 40% 66% 67% 47% 74%
I am price oriented. 56% 55% 67% 52% 39% 53% 51% 44% 46% 71% 43% 42% 60% 74% 44% 72% 70% 58% 59% 73% 59% 64% 60% 55% 68%
I am focused on saving. 54% 60% 58% 57% 39% 60% 41% 40% 61% 64% 52% 34% 72% 61% 44% 71% 52% 65% 59% 70% 52% 69% 72% 59% 60%
I am optimistic about the economy. 36% 30% 44% 26% 58% 54% 18% 24% 17% 71% 12% 22% 41% 55% 29% 57% 29% 60% 33% 41% 23% 53% 61% 43% 47%
I am data conscious. 46% 30% 61% 32% 59% 57% 34% 32% 47% 76% 29% 38% 62% 62% 31% 63% 59% 55% 42% 59% 42% 67% 56% 41% 60%
Explore the data behind our survey and customise your view by country and region
Questions and Answers Global Australia Brazil Canada China Egypt France Germany Hong Kong Indonesia Japan South Korea Malaysia Mexico Netherlands Philippines Russia Saudi Arabia Singapore South Africa Spain Thailand United Arab Emirates United States Vietnam
Channel choice In the last 12 months, how often have you bought products (e.g. clothes, books, electronics) using the following shopping channels?

Data shown:

  • Respondents answering 'weekly' or 'daily' (Figures represent proportion of those who use said shopping channel.)

In physical stores 42% 56% 25% 43% 50% 41% 42% 37% 62% 36% 41% 37% 40% 37% 38% 42% 41% 56% 46% 37% 36% 38% 43% 50% 63%
Online via PC 30% 34% 31% 25% 41% 33% 29% 22% 29% 26% 13% 43% 30% 26% 29% 30% 25% 44% 36% 20% 28% 24% 30% 39% 44%
Online via tablet 33% 37% 30% 28% 40% 38% 36% 31% 36% 32% 22% 46% 30% 23% 33% 30% 25% 39% 47% 20% 28% 25% 29% 42% 40%
Online via mobile phone or smartphone 39% 46% 34% 34% 58% 42% 34% 31% 44% 44% 19% 56% 42% 30% 37% 36% 28% 42% 48% 27% 36% 37% 43% 49% 55%
Online via smart home voice assistants, e.g. Amazon Echo, Google Home, Samsung SmartThings 37% 47% 35% 36% 47% 37% 36% 40% 53% 39% 24% 45% 43% 26% 37% 32% 26% 37% 40% 26% 31% 31% 28% 51% 36%
In store versus onlineIn the current climate, which of the following attributes are important to you when shopping in physical stores? (These attributes were in respondents' top three)
Ability to pay via contactless methods 18% 16% 17% 15% 23% 19% 17% 19% 17% 16% 7% 18% 18% 23% 22% 17% 22% 22% 21% 18% 16% 23% 21% 15% 21%
Availability of local products 23% 30% 25% 23% 10% 20% 27% 30% 25% 31% 18% 18% 22% 25% 18% 23% 18% 27% 25% 31% 25% 19% 26% 23% 23%
Increased health and safety measures (e.g. controlled numbers in physical store, hand sanitation facilities, store cleaning, protective screens) 31% 28% 36% 40% 33% 35% 28% 28% 25% 31% 18% 20% 38% 44% 23% 50% 22% 32% 30% 41% 41% 38% 31% 36% 27%
Exclusive or limited edition offerings, memberships or loyalty programs in store 17% 17% 22% 13% 20% 22% 15% 12% 18% 16% 23% 28% 12% 24% 14% 7% 21% 23% 13% 16% 16% 20% 15% 13% 13%
Knowledgeable and responsive sales associates 18% 17% 18% 15% 20% 16% 16% 18% 16% 20% 17% 25% 15% 19% 18% 23% 13% 18% 18% 17% 24% 19% 17% 14% 27%
Ability to quickly and conveniently navigate the store to find products I'm interested in 31% 29% 31% 31% 33% 27% 25% 32% 29% 27% 43% 28% 30% 19% 36% 36% 33% 21% 28% 37% 22% 22% 31% 40% 31%
Product range 28% 36% 22% 28% 18% 14% 28% 34% 31% 26% 31% 18% 31% 22% 35% 18% 47% 20% 37% 35% 24% 19% 33% 25% 19%
Ability to see and touch the products 33% 34% 22% 37% 28% 28% 33% 35% 43% 27% 52% 35% 29% 18% 29% 36% 43% 20% 43% 29% 34% 37% 26% 29% 31%
Click and collect service N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
I don't feel comfortable going into stores 4% 3% 4% 4% 4% 8% 5% 5% 1% 5% 4% 4% 7% 2% 4% 3% 2% 5% 1% 3% 2% 3% 3% 5% 4%
In store versus onlineIn the current climate, which of the following attributes are important to you when shopping online? (These attributes were in the respondents' top three)
Ability to quickly and conveniently navigate the website to find products I'm interested in 36% 39% 35% 36% 38% 29% 26% 41% 43% 32% 43% 32% 35% 35% 38% 43% 38% 30% 36% 37% 35% 26% 29% 36% 37%
Virtual experience of products and services through augmented reality (AR) technology N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Virtual consultation with sales associate N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Live chat functionality N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
In-stock availability of items I want 38% 47% 36% 47% 28% 38% 44% 42% 35% 39% 49% 25% 37% 41% 39% 30% 40% 30% 36% 40% 35% 33% 27% 43% 31%
The ability to see an extended range of stock compared to in physical stores 30% 29% 25% 27% 40% 27% 30% 26% 36% 22% 46% 28% 29% 25% 33% 27% 33% 20% 28% 28% 32% 30% 28% 31% 31%
Easy to use mobile app/interface 28% 31% 27% 26% 25% 26% 24% 24% 29% 29% 19% 18% 35% 23% 19% 52% 29% 31% 40% 35% 22% 44% 33% 29% 34%
Availability of online customer reviews 29% 23% 23% 27% 28% 32% 28% 22% 30% 36% 28% 29% 33% 26% 21% 39% 37% 25% 34% 34% 28% 41% 32% 30% 49%
A good returns policy (e.g., free returns, return items to store when purchased online, etc.) 32% 32% 31% 37% 40% 34% 32% 38% 28% 31% 17% 25% 27% 40% 36% 31% 26% 30% 39% 37% 35% 29% 29% 31% 29%
Fast/reliable delivery (e.g., same day delivery, pick up online purchases in physical stores or designated pick up location, visibility of the product throughout the delivery process, etc.) 42% 46% 49% 42% 43% 29% 44% 41% 33% 43% 27% 41% 41% 51% 35% 44% 43% 36% 46% 48% 50% 43% 40% 43% 44%
Personalized offering 17% 16% 26% 13% 23% 27% 18% 18% 19% 17% 7% 23% 18% 25% 13% 11% 13% 30% 12% 16% 18% 7% 23% 16% 8%
Exclusive or limited edition offerings, memberships or loyalty programmes online 21% 17% 24% 16% 17% 27% 18% 18% 19% 25% 32% 35% 22% 22% 24% 14% 19% 31% 23% 15% 22% 20% 26% 17% 17%
Consumer mobility In the next six months how likely are you to...

Answers are:

  • Likely
  • Neither/nor
  • Not likely
separated by commas in each table cell.

Travel on a domestic flight 33%,19%,49% 35%,24%,42% 39%,11%,51% 18%,17%,66% 47%,20%,33% 50%,14%,36% 26%,20%,54% 18%,16%,66% 23%,23%,55% 50%,22%,27% 21%,23%,57% 31%,26%,44% 36%,20%,44% 35%,14%,51% 15%,18%,67% 38%,22%,40% 27%,25%,48% 68%,14%,18% 25%,15%,61% 39%,17%,44% 26%,16%,59% 47%,22%,31% 48%,19%,32% 36%,14%,50% 77%,11%,12%
Travel on an international flight 26%,17%,57% 26%,16%,59% 26%,13%,61% 17%,12%,71% 27%,23%,50% 49%,14%,37% 27%,19%,54% 22%,17%,61% 27%,18%,55% 38%,20%,42% 10%,15%,76% 24%,21%,55% 27%,17%,56% 25%,14%,61% 22%,18%,60% 30%,19%,51% 20%,15%,66% 58%,18%,24% 30%,16%,54% 23%,13%,64% 20%,15%,64% 28%,21%,51% 58%,17%,26% 32%,13%,55% 48%,24%,28%
Stay in a hotel 36%,21%,43% 41%,23%,36% 44%,11%,45% 24%,21%,55% 47%,21%,32% 48%,18%,34% 36%,24%,40% 24%,21%,55% 26%,25%,49% 50%,19%,31% 28%,25%,47% 33%,30%,38% 39%,22%,39% 37%,16%,47% 25%,24%,51% 33%,23%,44% 20%,22%,58% 63%,17%,20% 36%,23%,41% 33%,19%,48% 30%,20%,50% 54%,22%,24% 49%,23%,28% 40%,17%,43% 71%,14%,15%
Stay in self-catering accommodation (e.g., Airbnb) 32%,22%,46% 34%,22%,44% 40%,11%,49% 19%,18%,63% 40%,26%,34% 40%,23%,37% 33%,26%,42% 21%,24%,55% 22%,31%,47% 45%,24%,31% 8%,23%,69% 37%,30%,33% 30%,22%,48% 36%,13%,51% 25%,25%,50% 41%,26%,33% 17%,23%,60% 55%,20%,24% 28%,19%,54% 45%,19%,37% 26%,19%,56% 40%,25%,35% 46%,28%,26% 33%,16%,51% 76%,15%,9%
Go to a sporting or mass event (e.g., concerts) 27%,20%,53% 31%,22%,47% 29%,15%,56% 16%,15%,69% 36%,23%,40% 41%,22%,37% 29%,22%,49% 21%,17%,61% 25%,24%,51% 40%,25%,35% 15%,22%,62% 25%,26%,49% 27%,17%,56% 23%,14%,64% 17%,19%,64% 30%,18%,52% 23%,25%,52% 53%,19%,27% 23%,18%,59% 27%,15%,58% 20%,17%,64% 33%,22%,45% 38%,23%,39% 33%,14%,54% 59%,21%,20%
Go back into my place of work 67%,19%,14% 65%,19%,15% 67%,15%,18% 53%,20%,27% 74%,16%,10% 79%,8%,13% 67%,22%,11% 60%,28%,13% 67%,23%,11% 87%,8%,5% 73%,16%,11% 49%,36%,14% 75%,15%,10% 69%,15%,16% 60%,21%,19% 69%,19%,11% 53%,25%,23% 78%,13%,9% 75%,16%,9% 67%,15%,17% 66%,19%,16% 78%,15%,8% 78%,14%,8% 64%,24%,12% 91%,5%,4%
Travel via public transport 47%,19%,33% 48%,21%,30% 47%,13%,40% 29%,15%,55% 71%,15%,14% 61%,16%,23% 37%,23%,40% 36%,24%,40% 71%,22%,8% 57%,23%,20% 53%,24%,23% 32%,33%,35% 44%,21%,35% 56%,11%,33% 31%,23%,46% 56%,18%,25% 57%,21%,22% 56%,19%,25% 76%,14%,11% 41%,12%,47% 47%,17%,35% 61%,18%,21% 50%,21%,29% 34%,13%,53% 73%,14%,13%
Go to a shopping mall 65%,20%,15% 76%,16%,8% 65%,12%,23% 55%,21%,24% 76%,16%,8% 73%,14%,12% 66%,19%,15% 52%,23%,25% 61%,30%,9% 72%,19%,9% 55%,30%,15% 44%,37%,19% 72%,20%,9% 73%,13%,15% 57%27%,16% 69%,16%,15% 68%,21%,11% 74%,17%,9% 79%,14%,8% 81%,10%,9% 64%,17%,19% 79%,15%,6% 69%,21%,9% 50%,19%,31% 88%,6%,6%
Go to a gym N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Go to a restaurant N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Sustainability Please indicate to what extent you agree or disagree with the following statements around shopping sustainability

Answers are:

  • Agree
  • Disagree
separated by commas in each table cell.

When it comes to consuming single-use materials, my concerns over health and safety outweigh my sense of environmental responsibility 51%,15% 45%,18% 67%,9% 42%,20% 61%,13% 71%,9% 46%,18% 40%,18% 53%,15% 64%,8% 37%,15% 39%,20% 61%,11% 61%,13% 32%,25% 75%,6% 42%,15% 68%,8% 58%,13% 53%,17% 45%,16% 67%,9% 64%,7% 54%,13% 66%,16%
I intentionally buy items with eco-friendly packaging or less packaging 54%,14% 51%,17% 57%,12% 46%,18% 74%,5% 68%,9% 49%,16% 55%,12% 56%,7% 80%,4% 38%,17% 42%,19% 63%,7% 63%,10% 38%,22% 80%,2% 37%,23% 72%,8% 55%,11% 56%,15% 50%,17% 74%,6% 58%,11% 50%,18% 86%,2%
I choose products with a traceable and transparent origin 56%,12% 48%,16% 58%,11% 37%,21% 74%,4% 75%,7% 52%,14% 41%,14% 53%,11% 82%,5% 40%,17% 52%,16% 67%,5% 63%,7% 34%,24% 77%,4% 71%,7% 74%,9% 52%,14% 54%,12% 48%,14% 77%,4% 66%,7% 49%,15% 92%,2%
I am including more plant based foods as part of my diet due to sustainability principles 50%,19% 47%,28% 56%,17% 39%,32% 67%,5% 60%,11% 37%,28% 38%,27% 52%,13% 71%,6% 26%,26% 42%,19% 56%,10% 61%,14% 34%,30% 76%,6% 45%,17% 68%,8% 50%,17% 56%,20% 48%,22% 78%,3% 60%,11% 48%,25% 88%,6%
I buy from companies that are conscious and supportive of protecting the environment 55%,11% 52%,13% 63%,7% 49%,11% 72%,3% 72%,7% 46%,15% 47%,11% 51%,7% 79%,4% 29%,21% 43%,14% 69%,4% 71%,6% 35%,21% 80%,2% 42%,16% 65%,10% 57%,5% 62%,6% 51%,15% 77%,1% 66%,9% 54%,11% 83%,6%
I am buying more biodegradable/eco-friendly products 53%,14% 49%,19% 58%,13% 48%,17% 74%,5% 61%,10% 48%,17% 44%,17% 56%,7% 76%,6% 32%,19% 43%,14% 61%,7% 69%,7% 35%,26% 77%,3% 40%,20% 67%,10% 58%,11% 53%,13% 45%,17% 79%,2% 66%,7% 51%,16% 87%,3%
When shopping for products I check the labelling/packaging for sustainability certification(s) N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Brand attributes Considering this list of brand attributes, which of the following influence your likelihood to remain loyal to a brand? - Top 3 Ranked
Exceptional customer service N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Products that are widely available N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Exclusivity N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Reliability (the brand always delivers what I expect) N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Personalization N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Loyalty programs N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Seamless digital experience N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Enjoyable/fun experience (e.g. entertaining interaction with the brand) N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Commitment to giving back to society N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Ethical practices (e.g. Fairtrade, cruelty-free testing, workforce equity, best in practice production etc.) N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Engaging content (e.g. social media, influencers, advertising) N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Sustainable practices (e.g. commitment to net zero) N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
Consumer attributes Thinking of the last 6 months, please indicate from the list of attributes below how if at all, you have evolved as a consumer.

Data shown:

  • (Respondents answering "I am more like this")

I am ‘digital’. N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
I am ‘local’. N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
I am healthy. N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
I am eco-friendly. N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
I am price oriented. N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
I am focused on saving. N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
I am optimistic about the economy. N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A
I am data conscious. N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A

Descargar - Global Consumer Insights Pulse Survey 2021

Los campos marcados con un asterisco son obligatorios (*)

Al incluir estos datos, reconoce haber leído la declaración de privacidad y que usted presta su conformidad a que procesemos los datos conforme esta Declaración.

*

Roberto Fernández Humada, socio responsable de Retail

Roberto Fernández Humada

Socio responsable de Retail

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