Significant numbers of 18- to 24-year-olds’ purchasing decisions were swayed by influencer personalities in Italy (16%), Australia (15%), China (15%), the US (15%), ROI (13%) and Kenya (11%).
When it comes to social media, younger consumers are more open to hearing from retailers and brands, and are most interested in information about new products, promotions and Sales.
We asked the same consumers whether they would share their data to receive a more personalised service. The graphic below highlights the percentage of consumers across a range of age groups who said they would do so.
Interestingly, despite stories of data hacks and privacy breaches dominating the news, in nearly every market more than 70% of consumers are willing to provide their personal data to receive a more personalised service.
The DWF and Retail Week Global Consumer 2019 report surveyed 1,000 consumers in each of the following jurisdictions: Australia, China, France, Germany, Italy, Kenya, the United Arab Emirates, the Republic of Ireland, the UK and the US. Research took place in October 2018.
Understanding consumers’ propensity to buy is one thing, but knowing how they are going to spend their money is crucial if retailers want to stand a chance of winning their custom. This means understanding which channels factor into their purchasing journey, how they like to pay, the fulfilment options they want to use and what encourages them to spend.