Adobe research: Britain now a nation of conscious consumers
New research from Adobe has found that nearly 60% of UK consumers would switch to brands that represent the values of importance to them.
The company polled 9,565 consumers across EMEA, including 1,000 people in each of the UK, France and Germany.
Britain is now home to a nation of conscious consumers, with 38% actively seeking out brands that are sustainable or environmentally responsible.
87% say their values and things they care about are playing a greater role in how and where they choose to shop with many retailers now looking to out promote each other around their purpose and green credentials.
High street shopping habits emerge online
The research also found our offline behaviours, such as window shopping, are beginning to spread online as shoppers make multiple visits to e-commerce sites before purchasing.
This trend of “micro interactions” typically means we browse sites three times before making a purchase, pausing most commonly over home furnishings (84%) or clothes (82%).
Food items are the most commonly bought after visiting a website just once (47%)
At the same time, consumers don’t want to be overwhelmed with choice with 91% craving simplicity from their online shopping experience.
One in five shoppers would like to see fewer products on the virtual shelf, while a quarter want to see fewer payment options at the checkout.
Just over a third also want greater personalisation with 36% keen to only see products and offers that are relevant to them, believing this gives them a more rewarding shopping experience.
There is also a growing appetite for consumers sharing personal data with brands provided the receive something valuable in return, with 60% of people now interested in receiving targeted offers.
“The message from consumers is clear – their buying decisions are driven by value, speed, convenience and now, purpose,” says Peter Bell, Marketing Director at Adobe UKI.
“The most successful e-commerce brands are those that have built trusted relationships with their customers by delivering a consistently personal experience across every channel.”
The rise of VR and how it helps sell luxury goods
Despite going back to old habits when shopping, many are looking for a more experiential and bespoke offering, particularly when it comes to luxury, high value goods.
Key findings from the research include: 65% are more comfortable buying big ticket items online compared to a year ago, with 60% of shoppers now interested in using virtual reality.
43% would buy a product not yet produced and only seen on VR.
62% would like to see more VR when shopping online to personalise their experience – versus 32% in 2020.
