With 2022 fast approaching, we wanted to offer businesses a glimpse into what consumers expect in the year to come. So we went directly to the source.
Between November 12 and November 15, we ran a survey in which we asked 1,139 U.S. consumer shoppers about their purchasing habits. Based on their responses, we identified ten trends worth keeping an eye on in the next year:
1. Online Shopping Is Here to Stay
It’s no secret that the pandemic has drastically accelerated the shift to e-commerce. And it looks like consumers have gotten used to shopping online and will continue to lean towards it in the following year.
When asked how they did their shopping in the past month, 30% of our respondents reported shopping mostly online, and nearly 8% said they’ve shopped online only. Another 36% made purchases equally online and in-store.
Fast and reliable delivery (55%) is the most important factor consumers take into consideration when shopping online.
2. In-Store Experiences Still Matter
As the vaccine became available and the economy started to reopen, in-store shopping has been picking up steam.
A considerable share of our respondents reported doing their shopping mostly in-store (22%), so they can see and try the products they’re interested in and get them as soon as possible.
3. Today’s Consumer Is Mobile-First
When asked which device they use the most to browse products online, mobile was the number one choice among our respondents, with a whopping 65%. PC came in second but wasn’t even close.
4. First-Party Data Will Be the Key to Personalization
The need for first-party data has emerged as a priority for advertisers ever since the iOS 14 privacy changes became available and the sunset of third-party cookies was announced.
However, consumers are split on whether or not they are comfortable with giving their personal data directly to companies through surveys, interviews, and subscribing to newsletters. Still, almost half are willing to do so for a more personalized experience.
5. Social Media Drives Consumer Interest
More and more consumers are discovering products on social media nowadays. Half of our respondents have purchased something they saw or heard about on social media in the past three months.
Responses also showed that advertising on social media still works in terms of driving purchases.
Download the complete Consumer Trends 2022 survey here to get in-depth details about each of these trends and read about the other five we’ve identified:
6. Switching from influencer to creator marketing
7. Sustainability matters now more than ever
8. People are more involved in local communities
9. The self-care industry is booming
10. People are turning their homes into multipurpose living spaces
This survey ran on Survey Monkey between November 12 and November 15, 2021. It has a total of 1,139 respondents, a confidence level of 95%, and a margin of error of 3%.
When it comes to distribution, we used Survey Monkey Audience, targeting U.S. consumer shoppers between the ages of 18 and 66. This audience has the attribute of “Primary Decision Maker in Household.”
In terms of household income, we had respondents with an average annual income anywhere between $0 and $200,000+, most of them as follows:
- $10,000 – $24,999 (11%)
- $25,000 – $49,999 (20%)
- $50,000 – $74,999 (20%)
- $75,000 – $99,999 (15%)
- $100,000 – $124,999 (10%)
If you have any questions for us about this survey, don’t hesitate to leave a comment below.