Consumer Behavior Statistics You Should Know in 2022 [New Data]
By mbretous@hubspot.com (Martina Bretous)
How consumers make purchasing decisions has changed greatly in just a few months. For instance, the pandemic has shifted some buyers more online.
In recent years, there has also been a push for more transparent and sustainable practices in brands. But what else is there? Well, that’s what we’re covering here.
In this article, you’ll learn some interesting statistics regarding consumer behavior that you should know in 2022 and what that means for your marketing strategy.
1. Consumers buy more online.
According to a 2022 GWI Commerce Report, there has been a 36% increase in the number of Americans doing most of their household or grocery shopping online.
During the 2021 holiday season, 46% of consumers shopped exclusively online according to a Jungle Scout report.
Why? The top reasons are lower prices, low-cost shipping, and convenience.
Back in 2020, NRF’s Winter 2020 Consumer View reported that 83% of shoppers say convenience while shopping is more important compared to five years ago. That was before the pandemic, so that percentage has likely increased.
This shift has forced some brick-and-mortar stores to consider how to implement an ecommerce strategy, whether it’s launching their own online stores or partnering with third-party platforms.
There’s also a bigger need for a robust online presence. While this was always recommended for brands, nowadays, it’s vital for their long-term growth.
2. Reviews and user-generated content are more influential than ever.
Today, it seems like everyone is talking about influencer marketing.
When we surveyed over 1,000 global marketers in 2021, 61% of B2C marketers said they planned to increase their investment in influencer marketing, compared to only 44% in UGC.
However, some studies suggest that the opposite strategy may be more effective.
According to a 2021 Stackla report, UGC is 8.7 times more impactful than influencer content and 6.6 times more than branded content.
In fact, when it comes to sourcing gift ideas on social media, the Jungle Scout revealed that 56% of consumers are influenced by posts shared by friends and family – more than branded content and ads.
From a marketing perspective, this is a signal to brands that consumers want to hear more from other buyers. Consider implementing this into your social strategy by sharing customer reviews and promoting UGC through giveaways and other promotional tactics.
While it’s a great brand discovery tool, it also works well to reel in consumers at the consideration stage of the buyer’s journey.
3. Consumers seek personalization.
According to the Stackla report, 70 percent of consumers say it’s important for brands to offer a personalized experience – up from 67 percent in 2019.
HubSpot Blog Research from 2021 revealed that 53% of marketers leverage message personalization in their email marketing strategy. Of that percentage, 72% say it’s been …read more
Source:: HubSpot Blog
