Voice of the Consumer: Digital Consumer Survey 2024 - Key Insights

Delivery

This report comes in PPT.

Key Findings

Novel technologies such as generative AI transform customer engagement

Digital features are integral to nearly all consumer journeys, transforming the way consumers engage with brands and retailers. Technologies such as social media platforms and livestreaming have revolutionised digital interactions, yet people still crave a human touch. This is where GenAI can play a crucial role, helping to deliver human-like interactions in digital engagements.

Mobile dominates the digital journey

For many consumers worldwide, mobile devices are their sole internet connection. In six out of nine consumer product categories, researching prior to purchasing is conducted primarily via mobile phones. The growing use of digital wallets, apps and mobile-optimised websites highlights the shift towards a mobile-first mindset, significantly influencing consumer behaviour.

Consumers’ fulfilment expectations challenge retailers’ profitability

Consumer preferences emphasise free delivery and returns, but the also indicate that their expectations are often not met in regard to delivery timing. Successfully addressing these expectations presents a significant cost to retailers, both financially and environmentally. As a result, many retailers struggle to balance profitability with consumer satisfaction.

Consumers will share data in exchange for benefits, but they prioritise security

In this data-centric era, consumers are willing to share personal data for personalised experiences and benefits, but they also prioritise data security. They expect brands and retailers to engage responsible data management practices to foster trust and confidence in the digital space. Increasingly, consumers are taking proactive steps to protect their privacy, such as limiting their own social media access and using privacy-focused browsers.

Consumers actively integrate technologies into their daily lives

Businesses are continually adapting to new technologies. AR/VR replicates in-store activities, robots offer support, voice assistants provide convenience and GenAI delivers hyper-personalised experiences. The growing acceptance of these technologies among digital consumers creates new touchpoints and significantly enhances their overall experience.