Last year we asked ourselves if the trends that emerged or were accelerated by the crisis would last. Clearly, consumers have adapted their digital behaviour for good. They have also become more aware of the use of their personal data, but are alarmingly eager to give access to it, especially in return for ‘free’ services. The continued uncertainty is likely to further influence consumer behaviours as the world changes too.
The pandemic made its mark on the digital consumer. It changed the way news is accessed and drove the need for qualitative information in a world where fake news has become all too common. Many lockdown behaviours, such as online shopping for non-food items and film and TV streaming, continue to gain in popularity. Smartphones have won the space for online shopping with young adults. While consumers are more aware of the monetary value of their data, they are also willing to give it away for ‘free’ services.