Other shopping behaviors caused by COVID-19, including use of subscription services, are also likely to continue
More than a third (39%) of consumers globally purchased from new brands during quarantine and a significant 88% will continue to buy from those brands in the future, according to new research conducted by Bazaarvoice Inc., the leading provider of product reviews and user-generated content (UGC).
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The pandemic has forced consumers in the US to explore alternative brands and shopping methods, branching out of their comfort zones into e-commerce or trying out new products as product availability became scarce. More than half (51%) of US consumers purchased from a different brand than usual or a brand they had never heard of before. There were significant differences in purchasing behaviors amongst the generations, with some being more adventurous than others. When it came to purchasing from different brands in this period, nearly seven in ten of 35-44 year olds tested out new product options, compared to only 32% of those over 65. However, 83% of all US shoppers plan to continue to buy from the newly discovered brand they discovered amidst the pandemic.
The ‘Behavior that Sticks’ report includes insights about shopping habits from more than 8,000 consumers across the UK, US, Canada, France, Germany and Australia, and explores the trends likely to continue post quarantine. When reviewing the behaviors that stick across the globe, there are key trends about shopping behaviors that resonated specifically with US shoppers: subscription services are on the rise, digital savviness is increasing amongst consumers, and social commerce and a sense of community will continue to play a role in the customer and brand relationship.
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Subscriptions on the rise
Demand for specific products skyrocketed during the early stages of the pandemic, and with non-essential stores shuttered and grocery store shelves empty, 1 in 4 US consumers turned to subscription services to make it through quarantine. Much like the purchasing of new brands, once tried and tested, 85% will continue to pay for their subscription post lockdown, citing confidence in the product quality (48%), ease (48%) and regular and reliable delivery (38%).
Ease was a major factor for continuation of subscription services for those between 55 and 75 years old and regular and reliable delivery was a key benefit for 73% of shoppers over the age of 65.
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