New Survey - 69% of Shoppers Buy While Multitasking--Is Retail Ready for the Always-On Consumer?
Jan 23, 2025 - financialpost.com
The article discusses the findings of Salsify's 2025 Consumer Research Report, which highlights significant shifts in consumer behavior driven by AI tools, viral trends, and live shopping. The report reveals that 69% of shoppers make purchases while multitasking, such as scrolling through social media or streaming services. Economic pressures and technological advancements are prompting retailers to adapt their strategies, focusing on affordability and personalized experiences to build trust with consumers. Key trends include the rise of ambient shopping, increased influence of social media and influencers, and the growing role of AI and live streams in retail.
The report also emphasizes the importance of accurate and consistent product content, as 54% of shoppers abandon purchases due to conflicting information, and 71% return items over inaccurate descriptions. Consumers are more willing to pay for brands they trust, highlighting the necessity for brands to maintain credibility. Additionally, shoppers are more diligent in their search for products, with many willing to explore beyond the first page of search results. The study underscores the need for brands to optimize content across multiple platforms to capture consumer attention and drive conversions.
Key takeaways:
69% of shoppers make purchases while multitasking, indicating a shift towards ambient shopping.
Economic uncertainty is driving consumers to cut back on non-essentials and seek budget-friendly options.
Influencers and viral trends are significantly impacting consumer purchasing decisions.
AI and live shopping are transforming retail, with a growing number of consumers making purchases through these channels.
