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New study uncovers how consumers balance online convenience versus online fatigue
Cint , a global software leader in digital insights gathering , used its market research technology platform to explore how consumers in the US , UK and India are responding to spending more time online as the pandemic enters year three .
Cabral , Global Marketing Director of Cint . " If there ' s one thing this study showed us it is that it ' s essential that brands tap into large , diverse respondent groups to truly understand the unique characteristics of their target audiences .”
The study encompassed specific impacts on behaviours like streaming , gaming , shopping , online dating , online appointments and working . A new whitepaper based on the findings , Convenience versus fatigue in a digital world , illustrates the effects of digitalisation on consumer mindset and behaviour , across regions and generations .
The data in the paper illustrates consumer reactions to both the convenience and the mounting exhaustion surrounding moving life almost completely online . Insights can help brands and organisations uncover a baseline of where to best meet their target audiences online , while also planning for a population that is fatigued by digital activities . The study further illustrates the critical nature of using the right technology to conduct targeted , nimble consumer research in a global marketplace that continues to rapidly change .
" Consumer behaviour is changing and is full of nuances , which requires technology that will allow brands to keep up ," said Shawn
Gen Z shoppers more favourable to Buy Now , Pay Later services
In the past year , 42 % of British 16 – 24-year-olds used a Buy Now , Pay Later service to help evenly spread the cost of big-budgeted fashion items and expensive tech purchases – according to the latest reporting by Student Beans , an online platform providing success for businesses with Generation Z .
With services such as Klarna already dominating the after-pay sector and digital bank Monzo recently introducing its Pay Later scheme for purchases up to £ 3,000 , Buy Now , Pay Later services used by Gen Z Brits will continue to grow in popularity .
Over one-third ( 37 %) of Gen Z consumers feel that payback services are great – believing they help people afford the items they want to buy most . Their parents disagree , with 65 % saying it can be risky as they encourage young people to spend more than what they can afford . Grandparents are even more unfavourable , with three-quarters ( 75 %) expressing the same opinion .
For young Brits who feel confident enough to use Buy Now , Pay Later services , almost half ( 49 %) of purchases made are returned before being fully charged , compared to 22 % of returns made by Gen Z and 15 % by Boomers .
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