{"id":4084,"date":"2022-03-21T08:39:00","date_gmt":"2022-03-21T11:39:00","guid":{"rendered":"https:\/\/contabilidadecaxias.com.br\/index.php\/2022\/03\/21\/consumer-behavior-statistics-you-should-know-in-2022-new-data\/"},"modified":"2022-03-21T08:39:00","modified_gmt":"2022-03-21T11:39:00","slug":"consumer-behavior-statistics-you-should-know-in-2022-new-data","status":"publish","type":"post","link":"https:\/\/contabilidadecaxias.com.br\/index.php\/2022\/03\/21\/consumer-behavior-statistics-you-should-know-in-2022-new-data\/","title":{"rendered":"Consumer Behavior Statistics You Should Know in 2022 [New Data]"},"content":{"rendered":"

How consumers make purchasing decisions has changed greatly in just a few months. For instance, the pandemic has shifted some buyers more online.<\/p>\n

<\/a><\/p>\n

In recent years, there has also been a push for more transparent and sustainable practices in brands. But what else is there? Well, that\u2019s what we\u2019re covering here.<\/p>\n

In this article, you\u2019ll learn some interesting statistics regarding consumer behavior that you should know in 2022 and what that means for your marketing strategy.<\/p>\n

1. Consumers buy more online.<\/h2>\n

According to a 2022 GWI Commerce Report<\/a>, there has been a 36% increase in the number of Americans doing most of their household or grocery shopping online<\/a>.<\/p>\n

During the 2021 holiday season, 46% of consumers shopped exclusively online according to a Jungle Scout report<\/a>.<\/p>\n

Why? The top reasons are lower prices, low-cost shipping, and convenience.<\/p>\n

Back in 2020, NRF\u2019s Winter 2020 Consumer View reported that 83% of shoppers say convenience while shopping is more important compared to five years ago. That was before the pandemic, so that percentage has likely increased.<\/p>\n<\/p>\n

Image Source<\/a><\/p>\n

This shift has forced some brick-and-mortar stores to consider how to implement an ecommerce strategy,<\/a> whether it\u2019s launching their own online stores or partnering with third-party platforms.<\/p>\n

There\u2019s also a bigger need for a robust online presence. While this was always recommended for brands, nowadays, it\u2019s vital for their long-term growth.<\/p>\n

2. Reviews and user-generated content are more influential than ever.<\/h2>\n

Today, it seems like everyone is talking about influencer marketing.<\/p>\n

When we surveyed over 1,000 global marketers in 2021, 61% of B2C marketers said they planned to increase their investment in influencer marketing, compared to only 44% in UGC.<\/p>\n

However, some studies suggest that the opposite strategy may be more effective.<\/p>\n<\/p>\n

According to a 2021 Stackla report<\/a>, UGC is 8.7 times more impactful than influencer content and 6.6 times more than branded content.<\/p>\n

In fact, when it comes to sourcing gift ideas on social media, the Jungle Scout<\/a> revealed that 56% of consumers are influenced by posts shared by friends and family \u2013 more than branded content and ads.<\/p>\n

From a marketing perspective, this is a signal to brands that consumers want to hear more from other buyers. Consider implementing this into your social strategy by sharing customer reviews and promoting UGC<\/a> through giveaways and other promotional tactics.<\/p>\n

While it\u2019s a great brand discovery tool, it also works well to reel in consumers at the consideration stage of the buyer\u2019s journey.<\/p>\n

3. Consumers seek personalization.<\/h2>\n

According to the Stackla report<\/a>, 70 percent of consumers say it\u2019s important for brands to offer a personalized experience<\/a> \u2013 up from 67 percent in 2019.<\/p>\n

HubSpot Blog Research <\/a>from 2021 revealed that 53% of marketers leverage message personalization in their email marketing strategy. Of that percentage, 72% say it\u2019s been one of the most effective tactics, more than subscriber segmentation, email automation, and dynamic content.<\/p>\n

However, there are many more ways to personalize a user\u2019s experience beyond personalization tokens \u2013 from product recommendations and usage recaps (think Spotify\u2019s annual “UnWrapped” campaign<\/a>) to smart content<\/a> and 360 customer views.<\/p>\n

With so many channels to reach audiences, marketers have a wealth of options when it comes to personalization. It\u2019s just a matter of narrowing down the ones that offer the best ROI.<\/p>\n

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4. Gen Z leads the charge in social buying.<\/h2>\n

In May 2021, eMarketer<\/a> found that Gen Zers are more likely to engage in social commerce than older generations.<\/p>\n

Their report revealed that roughly 56% of consumers between 18 and 24 years old and 47.5% of 14- to 17-year olds have made at least one purchase on a social platform.<\/p>\n

These figures are considerably higher than other generations, with only a third of consumers between 45 to 65 years of age making at least one purchase on social media in the year.<\/p>\n

Which platforms is Gen Z mostly on? TikTok and Instagram.<\/p>\n

A 2022 GWI Gen Z report <\/a>found that 46% of Gen Zers use TikTok to find information about products and brands while 69% use Instagram.<\/p>\n

This is likely because Instagram has slowly transitioned to an ecommerce platform with advanced shopping tools while TikTok has kept its focus as a short-form video platform.<\/p>\n

So, what are Gen Z buyers looking for<\/a>? On social media, the GWI report found that most are looking for content that\u2019s:<\/p>\n

Lighthearted and funny
\n Inspirational
\n Informational and helpful <\/p>\n

As for their purchasing journey, the number one way Gen Z discovers and researches products is through vlogs (video blogs), according to the GWI report. Once they\u2019ve made a purchase, they become most loyal to brands that offer access to exclusive content or services.<\/p>\n

So, if your target audience includes Gen Z, your social media presence will be more important than ever.<\/p>\n

5. Brands can benefit from an omnichannel approach.<\/h2>\n

In a March 2020 eMarketer study<\/a> of how U.S. adults preferred that brands communicate with them, email came out on top alongside TV advertising. Social media posts came in third and text messages next.\u200b\u200b<\/p>\n

Image Source<\/a><\/p>\n

What this data suggests is that a single-channel strategy is not enough to attract and retain consumers.<\/p>\n

Their attention is being pulled in many different directions and if your brand isn\u2019t present, you may quickly be forgotten.<\/p>\n

Now, this isn\u2019t to say that every brand should be utilizing every single channel out there. Because after all, not every channel will offer a positive return on investment. What we are suggesting is consistently leveraging a mix of one to three channels while staying updated on how your audience is responding.<\/p>\n

Some channels may work well during specific stages in the buyer\u2019s journey and some may work only for a time. Listening to your data is the best way to know which channels are worth your time and effort.<\/p>\n

6. Shoppers expect BNPL options.<\/h2>\n

Buy-now-pay-later is a payment service that allows customers to spread out their purchase payments into interest-free installments.<\/p>\n

The topic started rising in popularity around mid-year in 2020 but peaked in September 2021, according to Google Trends<\/a>.<\/p>\n

In 2020, Paypal launched its own payment installment plan and during the 2021 Black Friday, they had a nearly 400% increase in BNPL transactions year-over-year.<\/p>\n

Although one CNBC report <\/a>found that only 7% of shoppers planned to use BNPL this past holiday season, experts expect that figure to double or triple in 2022.<\/p>\n

It\u2019s particularly popular with Gen Z \u2013 a population that is only now starting to join the workforce. The 2022 GWI report<\/a> found that one in five Gen Z shoppers in the Asia-Pacific region used a BNPL service in the last month.<\/p>\n

Payment is often not something marketers think about when advertising a brand\u2019s products and\/or services. However, this data suggests it may be helpful to highlight this as it\u2019s becoming a stronger purchasing consideration for consumers.<\/p>\n

7. There\u2019s more demand for sustainable brands.<\/h2>\n

In 2019, the Harvard Business Review<\/a> reported that sustainable products are five times more successful in average sales growth compared to brands that aren\u2019t marketed as such. Today, that trend continues to grow.<\/p>\n<\/p>\n

A Global Sustainability Study 2021 report<\/a> found that one third of consumers are willing to pay a premium for sustainable products.<\/p>\n

In fact, 61% of Gen Z say they pay more for eco-friendly products than those that aren\u2019t, according to the GWI report<\/a>. Specifically, online shoppers are looking for:<\/p>\n

The use of natural, organic materials
\n Recycled or recyclable items
\n Brands in which part of the proceeds go to eco-friendly causes
\n No harmful chemicals
\n Durability <\/p>\n

Many brands may offer one or more of these but fail to advertise them. However, this is what can help set you apart from the competition, as sustainability<\/a> becomes a growing purchasing factor for consumers.<\/p>\n

Now that you know what\u2019s influencing consumer behavior, you can begin to craft a marketing strategy that appeals to your audience\u2019s most pressing needs.<\/p>\n

<\/a><\/p><\/p>\n","protected":false},"excerpt":{"rendered":"

How consumers make purchasing decisions has changed greatly in just a few months. For instance, the pandemic has shifted some buyers more online. In recent years, there has also been a push for more transparent and sustainable practices in brands. But what else is there? Well, that\u2019s what we\u2019re covering here. 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