Here is a report card on consumer sentiments concerning the prospects of physical retail, e-commerce and pandemic-related business marketing.
Despite countries lifting lockdowns and easing restrictions, the extended time spent at home has led to a significant impact on consumers’ shopping habits and interactions with brands, according to a survey released by Adobe last week.
Surveying 4,001 consumers in selected APAC countries—Australia, China, India and Singapore—and 1,200 marketers in the same four markets, the report included findings such as:
- Consumer priorities and concerns during lockdown
- 67% expressed concerns about the overall impact of the pandemic: personal health (73%), job vulnerability (40%) and the economy (36%)
- Millennials (72%) typically expressed greater concern compared to Gen Z (58%), Boomers (62%), and Traditionalists (48%)
- The rise of socially and ethically conscious consumers
- 54% of respondents agreed that brands were doing enough to ensure staff well-being
- 73% found it important for brands to mirror the state of the world in their marketing collaterals
- Not the end of brick-and-mortar businesses
- 58% of consumers increased their online shopping frequency while 74% cited an intention to change their future shopping habits
- 70% of consumers reported a preference for purchasing grocery items in person, while 47% opted for home delivery, and 17% relied on pick-up
- Sending the right message at the right time
- 55% of consumers found utility in brand-related COVID-19 updates they were sent, with 69% requesting said updates in the future
- Two-thirds of consumers agreed that brands were communicating just the right amount of information, while nearly one in five (16%) believed that brands were not communicating enough
Said Simon Dale, Managing Director, Southeast Asia, Adobe: “The outbreak of COVID-19 has accelerated a broad shift in APAC consumer behaviors and attitudes that have been in the making for some time. It is clear from the results of the study that brands that are nimble in pivoting will be able to create deep and enduring brand resonance while helping their customers feel truly supported. Marketers will need to pay close attention to their customers and ensure that they adapt their customer experience strategy to address different groups with relevant messages, more so now than ever.”