Radiography of the new post-Covid 19 digital consumer and what their behavior will look like in the future

During the pandemic, consumer routines were affected, overnight consumer shopping behaviors changed. And the fact is that the confinement has brought new digital consumers and shopping habits, consolidating and evolving online sales. Therefore, Vector ITC, an international technology and digital group, has made an X-ray of what the new post-Covid 19 consumer is like, where their future behavior will evolve and what IT contributes to this evolution.

Although 70% of the population plans to return to their pre-COVID-19 lifestyles, their behavior will never be the same. It is going to be affected in every way: increased attention to personal relationships; concern for health, care and sustainability; changes in the way they travel and reduced commuting; reduced time spent on leisure in enclosed spaces and with many people; changes in shopping channels and outlets; and the migration of training and work, remote and online.

In the wake of the healthcare crisis and the resulting economic downturn, a large proportion of consumers will see a reduction in their incomes, resulting in a greater focus on prices. This, coupled with the great uncertainty that is being experienced, means that the average spending estimates have a reduction of up to 2/3 in the countries with the greatest impact on their economy. This expenditure will be made in purchases in which white brands and promotions will be prioritized, as well as in proximity stores, which offer better quality and price and less crowds. Other aspects to highlight are:

  • The new shopper buys fewer baskets, but more complete: 61% of households make pantry baskets at least once a month after confinement (vs. 55% in 2019).
  • Eco-Actives already move 25% of FMCG spending: Depending on the impact of the crisis on the economy of each consumer, another trend that will gain importance is the preference for sustainable products.
  • Expansion of the consumer profile: it is estimated that four out of every ten households that have started online shopping have been over 54 years old.
  • The increase in online consumption: at the same time, online shopping has increased, as has the average amount spent online. Of the total Spanish population, 93% are Internet users and 72% buy online.
  • Profile and average online spending: 67.6 euros is the average amount spent each time users make a purchase online. 42% spend between 25 and 50 euros, 30% between 51 and 100 and 14% less than 25.
  • Drivers of online shopping: The preference of the online channel over offline is not only due to health aspects, the main reasons are convenience (98%), wide offer (95%), price (91%) and trust (71%).

“The new consumer sees digitalization as a way to maintain hygiene and prevention measures while remaining connected to other people and companies. Examples of this are the increased use of contactless payments by card, mobile or wearables, or the adoption of online services such as online banking, telemedicine, online entertainment, etc. Consumers have become more connected thanks to the use of technology, providing them with speed, convenience and instant access to any information and businesses.”, says Rafael Conde, Director of Digital & Innovation at Vector ITC.

This context has accentuated the transformation of B2B environments, which in recent years have been adopting many of the B2C sales strategies, expanding their digital efforts, putting the focus on the customer and on sales, from lead generation to acquisition. The big trend, capitalized by companies such as Alibaba, Uber, Amazon, Google or Visa, is the overcoming of the dividing line between B2C and B2B, and the generation of a B2B2C (Business-to-Business-to-Consumer) model, a hybrid model that promises massive customer acquisition at a lower cost. Properly implemented, this formula can maximize value contribution, and generate multi-stakeholder ecosystems that create value for the end customer and stakeholders.

For more information on the topic, download our White Paper 2021 Digital Trends: Shaping a new world at the following link.