The State of Consumer Trends [Data from 1000+ Consumers]



Because the world continuously adjustments, it may be exhausting to remain updated with ever evolving client behaviors, preferences, and developments.

However, as entrepreneurs, understanding your purchaser persona — and what motivates them — is completely very important.

To assist each entrepreneurs and enterprise professionals alike, we surveyed over 1,000 shoppers throughout the U.S., talked with business specialists, and did a deep dive into generation-by-generation knowledge to study:

  • What developments they’re following.
  • Which on-line platforms they use.
  • How and the place they like to buy.
  • What they consider returning to the workplace.
  • and far, far more.

With this look into the minds, pursuits, and buying motives of right this moment’s shoppers, we hope we will higher provide help to meet your goal audiences the place they’re.

With out additional adieu, let’s dive into the most important client developments you may must learn about in 2022 — and past.

The State of Client Traits in 2022 [Top Findings You Need to Know About]

1. Extra and Extra, Gen Z Differentiates Themselves From All Different Age Teams

One of the crucial fascinating issues to dig into when survey outcomes have been the huge variations between Gen Z and different age teams — together with their closest predecessor, Millennials. 

When taking a deeper dive into our generation-by-generation knowledge, we discovered that Gen Z:

  • In the case of procuring, generations are extremely influenced by worth, high quality, and product opinions. Gen Z particularly values manufacturers which have lively communities round them.
  • TikTok and Instagram are probably the most used social media apps amongst Gen Z ladies, whereas males spend far more time on YouTube.
  • Gen Z is all about YouTube, Instagram, and TikTok. Not just for social networking and leisure but in addition for locating (and shopping for) merchandise.

percentage of each generation that bought a product from a social media app in the past three months

The findings above weren’t the one fascinating factors to name out. Our lead researcher and analyst, Maxwell Iskiev explores the variations between how all age teams store and uncover merchandise with this follow-up information:

how different generations shop different quote from Maxwell iskiev

How Each Generation Shops in 2022 [New Data from Our State of Consumer Trends Report]

2. Folks belief suggestions from influencers greater than their family members.

For many years, phrase of mouth has confirmed to be a stable supply for product referrals or suggestions.

However now, word of mouth from friends or family is seeing competition from a somewhat surprising source: online influencers

And in 2022, 30% of shoppers now report influencer suggestions are one of the crucial vital components of their buying choices, in comparison with 27% for suggestions from pals or household.

Caroline Forsey influencer trend impact

The Shopping Trends of 2022 & Beyond [State of Consumer Trends Data]

Why do individuals favor to get suggestions from good strangers as a substitute of pals or household?

To them, a terrific influencer may not really feel like an ideal stranger. Actually, a terrific influencer would possibly really feel like a down-to-earth, however well-trusted knowledgeable or thought chief in an business they’ve zoned in on. 

 Give it some thought this fashion, would you slightly take a make-up suggestion from a buddy who is aware of much less concerning the magnificence business, or an influencer who’s gained a following by doing numerous make-up tutorials and opinions on TikTok on Instagram?

In this post, Sr. Content material Strategist Caroline Forsey dives even deeper into the procuring development above and a handful of others you need to take note this yr and past.

3. Whereas social media channels are enjoyable and rising, search is probably the most beneficial device.

Whereas age teams like millennials and Gen Z are fast to dive into new and rising channels, particularly these within the social media realm, they nonetheless flip to on-line searches, TV, and different utility channels to study every part from developments to merchandise.

When requested the place and the way they uncover new merchandise, most shoppers — no matter age group — pointed to net searches.

where consumers find productsTo study extra concerning the different prime channels shoppers uncover merchandise or manufacturers on, in addition to the content material they like to see once they’re there, try Maxwell Iskiev’s put up: The Top Channels Consumers Use to Learn About Products [New Data] or our FREE and downloadable State of Client Traits Report PDF.

4. If you do not have a mobile-friendly technique — you could possibly fall behind.

It is no secret that every new era will get an increasing number of cell and digitally related. And, because the years go by, know-how, web sites, and social media networks are getting an increasing number of cell.

However, right this moment Gen Z and Millennials aren’t the one ones discovering themselves browsing the online on cell units. Now, most shoppers often use cell units for every part from search, to social media, to even on-line procuring.

devices used most often to serch the webThese findings aren’t shocking to us. In our 2022 Web Strategy Report, net managers we polled described cell optimization to be an extremely efficient technique for advertising and marketing and web site progress. 

5. Some shoppers are moving into Web3, however most do not even know what it’s.

Whereas some shoppers, particularly these in youthful generations like Gen Z and millennials, are able to throw their complete pockets into the metaverse and cryptocurrency, most are nonetheless getting their first style of the Web3 world.

Actually, 51% of our survey contributors say they do not even perceive what Web3 even is but.

Whereas Web3 specialists consider this know-how will proceed to develop within the coming years, companies needn’t pivot their complete technique to get forward of it proper this second.

Nevertheless, because the know-how will get extra distinguished and accessible, it is nonetheless useful to study concerning the potential alternatives and dangers of the Web3 area. 

That is why Caroline Forsey interviewed a handful of Web3 specialists to study extra about the way it might impression how shoppers use the world huge net sooner or later.

Here’s a fast, overarching abstract of what Web3 might imply for future web utilization from Anna Seacat, VP of Advertising and marketing and Web3 Group at Proxy. anna seacat quote on web3

Whereas Web3 is likely to be a brand new idea to many, anticipate to listen to extra about it because the know-how turns into extra accessible to shoppers and companies within the coming years. For extra knowledgeable predictions round this, hear what our CMO Kipp Bodnar and Kieran Flanagan, our SVP of Advertising and marketing, must say about it on this episode of Advertising and marketing Towards the Grain.


For extra insights, try these guides:

6. Shoppers crave video, and efficient manufacturers are taking discover.

By now, you already know that video has performed a robust function within the lives of shoppers. Not solely do shoppers stream extra video than ever, however year-over-year, HubSpot researchers discover that the majority manufacturers take into account it to be their most effective type of marketing content

However, not simply any video will end in a conversion, buy, or view. Whilst you do not want an enormous finances to woo your audiences, you’ll need to create content material they will truly take pleasure in, hold their consideration on, and be persuaded by.

This video interview and post from Wistia CEO, Chris Savage goes into nice element on his suggestions for leveraging video to humanize your model.

For extra on how entrepreneurs are benefiting from video in 2022, additionally try our 2022 Video Marketing Report.

7. Shops and on-line retailers aren’t going away, However social commerce is rising.

Just a few quick months in the past, it appeared like social commerce options on Fb and Instagram have been simply launching and gaining visibility. And though shoppers nonetheless favor to buy at shops and on the websites of on-line retailers they know and belief, some have began to make purchases by way of their favourite social platforms. 

After we requested shoppers to pick the highest 3 ways they like to purchase merchandise, a whopping 73% nonetheless favor to buy in-store, whereas an unsurprising 53% stated they like to purchase from on-line retailers.

Regardless of how new social commerce is, one-tenth of shoppers or 12% like to purchase merchandise straight from social media. And, with this trendd beginning to develop, we’re already seeing some brands thrive on social commerce channels.

Take Pink Tag Boutique for instance. The Kentucky-based clothes and niknaks enterprise noticed immense progress on the Fb Outlets. They attribute $44,448 in incremental sales from the device, and have seen 66% greater average order value from social commerce consumers in comparison with those that purchased straight from the corporate web site.

Pink Tag Boutique Facebook Shops Case Study

For extra examples of manufacturers which can be already excelling in social commerce, check out this post.

You can too discover extra procuring development knowledge on this follow-up report from Caroline Forsey: The Shopping Trends of 2022 & Beyond [State of Consumer Trends Dataa]

8. Again to the workplace? Shoppers would slightly stop.

For the final two years, shoppers — for probably the most half — have been caught working at dwelling. And, whereas many initially discovered it to be a tricky new transition, a whole lot of us have realized to adore it. 

Now, as workplaces flip the lights again on, and managers anticipate their teammates to return operating again in, some at the moment distant or hybrid staff are saying, “Not so quick.”

Whereas there nonetheless is a big chunk of shoppers who would return to the workplace if requested to (roughly 46%), most survey contributors (54%) would slightly stop.

would you quit instead of going back to the office.

Even in occasions of economic uncertainty, plainly shoppers care greater than ever about job flexibility — even in a time when job safety is of bigger concern.

It is seemingly that a few of the key issues shoppers and staff are craving at work are flexibility and work-life steadiness.

In any case, numerous research present that it is not wholesome to make your job your complete life.

So, for those who’re managing a staff or planning an workplace re-entry technique, hold your staff’ wants in thoughts. Under are only a few of the opposite office components that might hold staff from trying elsewhere. 

reasons consumers stay at their job.For extra on this, keep tuned for our upcoming protection on workforce developments.

9. Many shoppers take into account themselves “creators.”

When our survey outcomes for the query, “Would you take into account your self a creator?”, we discovered that 30% of 18-24-year-olds and 40% of 25-34-year-olds name themselves content material creators.

What’s nice for manufacturers right here? Your very personal audiences would possibly bounce on the probability to create content material for you, which might in flip assist them construct on-line affect.

However, what precisely IS a “creator”? Take a look at this deep dive by Caroline Forsey to study extra: If Everyone’s a Content Creator, Is Anyone?

10. Shoppers care about their privateness. Manufacturers ought to too.

All through the final two years, entrepreneurs have been pivoting attributable to privateness adjustments like Apple IOS 15’s electronic mail privateness rollout and the looming phaseout of third-party cookies. However, they may not need to cease there with regards to contemplating client privateness.

Throughout generations, our knowledge discovered that buyers usually tend to belief, work together with, and buy merchandise from manufacturers that they belief with their knowledge.

And, whereas plenty of knowledge is definitely useful for manufacturers when studying about audiences, client belief is one of the best ways to earn loyalty.

Actually, in his put up about fostering a privacy-first world, HubSpot CMO Kipp Bodnar provides tips about how entrepreneurs can create methods that really feel customized, however use knowledge in an moral, reliable, and clear method.

As a marketer, it is vital to determine which knowledge factors you actually need and do not want out of your shoppers and transparently clarify how knowledge like cookies or contact info is used when shoppers are requested to offer it out.

Download Now: 2022 State of U.S. Consumer Trends Report

What’s Subsequent for Shoppers, In response to Pattern Analysts

Now that you have learn by means of the most important findings of our Client Traits Report, you may additionally be asking, “What developments and themes might come within the subsequent six months — or past?”

To present you a style of only a few developments to maintain in your radar, we reached out to Julia Janks of to study what she and her staff of development analysts will likely be specializing in. Listed below are three of the nine trends they’re keeping on their radar.

1. Gifting strategies could catch the eyes of consumers.

Forget loyalty points — gifting is the new customer retention strategy. As remote everything continues to rise, keeping connected to clients and loved ones will be key.

why gifting matters

Source: &Open

Gifting powerhouse 1-800-FLOWERS had a record-breaking year in 2020, and enterprise capital is flowing into startups like &Open ($7.2m final Might) and Gracia (~$14m since its 2017 launch).

Corporations will even use gifting to focus on staff, since employee retention is at an all-time low, and the typical price of changing an worker is about seven months of their wage.

2. Voice search and audio web optimization alternatives will develop.

The world of podcasts is rising faster than your entire web did again within the early 2000s. Spotify alone now hosts 3m+ shows (that’s ~43x the variety of titles on Netflix, Disney+, and Apple TV+, mixed).

podcast growth vs. internet development

3. Shoppers will go to pop-up outlets — within the metaverse.

Pop-up outlets within the metaverse are a factor now. And, manufacturers like Hogan are already testing them out.

We might see the metaverse procuring business proceed to develop with client curiosity, as 30% of shoppers HubSpot surveyed suppose extra manufacturers ought to take into account digital shops.

For the Julia’s full listing of developments to observe, try 9 Things Analysts Will be Watching in The Next 6 Months & Beyond — and remember to take a look at for extra enterprise information, modern concepts, and business development protection.

Dive Deeper into Client Traits

Within the put up above, we gave only a few highlights of our State of Client Traits Survey, in addition to our predictions for what’s to return. To study extra fascinating themes, try these follow-up posts:

Need all the info in a single place? Click on under to obtain the complete findings of the survey in our State of Client Traits Report

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