NEW
YORK, June 20, 2024 /PRNewswire/ -- Forter, the
Trust Platform for digital commerce, released findings from a
national consumer study that found the majority of respondents
(61%) have shifted their online shopping habits as a result of
higher prices, signaling a need for brands to evolve with their
customers.
Commissioned by Forter and conducted by Talker Research, the
study revealed nearly nine in 10 respondents have seen their
cost-of-living increase over the past five years. The top three
spending categories for online shopping are groceries (35%),
clothing (27%) and home goods (17%).
Where Consumers Shop and How they Pay are Evolving
Where and how consumers shop is not only impacted by changing
prices, but also generational preferences. Sixteen percent of
Generation Z respondents are shopping on social media platforms
more often, compared to the 7% average across all respondents;
while 19% are shopping on marketplaces more frequently, compared to
the 11% average across all respondents.
Payment preferences are also shifting. Twenty-five percent of
all respondents are using Buy Now Pay Later (BNPL) to shop online,
with Gen Z again showing the greatest comfort with BNPL (53%). Of
those using BNPL, 56% are doing so to help manage their costs.
Consumers Want Better Perks and More Options
Brands should consider the perks and options they offer as
meaningful levers to drive customer loyalty and lifetime value.
Many respondents said they'd be enticed to shop online from
companies on a regular basis if they offered free shipping (63%),
affordable goods (61%), frequent sales (36%), free and easy returns
(34%) and loyalty programs (33%).
Varied and emerging payments options also attract consumers to
shop with brands, including companies that accept digital wallets
(20%) and those that offer BNPL options/cryptocurrency
(15%) and store credit cards (10%).
"The cost-of-living increase means that consumers are
fundamentally altering their online shopping habits," said
Doriel Abrahams, principal
technologist, Forter. "Brands that want to maintain customer
loyalty and value in this macro environment must evolve, too. From
the simple – but important – perks to the full checkout experience,
consumers want more and better from their favorite brands."
Consumers are Cutting Costs and Corners
In light of higher prices, nearly half (48%) of all respondents
have considered abusing retailers' policies for their benefit,
including stacking coupons (50%) and reselling highly-sought out
products (15%).
These tactics vary across generations — 20% of millennials
consider opening multiple online accounts to reuse promotions,
while 24% of Gen Z consider sharing passwords to online
subscriptions with friends and family.
"When times feel tight, consumers will naturally look for ways
to cut costs and corners," said Abrahams. "Brands need to strike a
balance between driving business with a great experience and
limiting the damage caused by policy abuse. This comes down to
knowing who your good customers are."
For more survey findings, visit the Forter blog.
SURVEY METHODOLOGY
This random double-opt-in survey of 2,000 general population
Americans was commissioned by Forter between
May 14 and May 20, 2024. It was conducted by market research
company Talker Research, whose team members are members of the
Market Research Society (MRS) and the European Society for Opinion
and Marketing Research (ESOMAR).
About Forter
Forter is the Trust Platform for digital commerce. We make
accurate, instant assessments of trustworthiness across every step
of the buying journey. Our ability to isolate fraud
and protect consumers is why Nordstrom, Instacart, Adobe,
Priceline, and leaders across industries have trusted us to process
more than $1 trillion in
transactions. Our deep understanding of identity and use of
automation helps businesses prevent fraud, maximize
revenue and deliver superior experiences for their consumers. Learn
more at Forter.com.
Media Contact: Mission North Forter, forter@missionnorth.com
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SOURCE Forter