THE NEW DIGITAL CONSUMER - HOW THE PANDEMIC HAS RESHAPED CONSUMERS' SHOPPING BEHAVIORS - PYMNTS.com
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MARCH 2021
THE NEW DIGITAL
CONSUMER
HOW THE PANDEMIC HAS RESHAPED CONSUMERS’
SHOPPING BEHAVIORS
PYMNTS.com is where the best minds and the best content meet on the web to learn about “What’s Next” in payments and
commerce. Our interactive platform is reinventing the way in which companies in payments share relevant information about
the initiatives that shape the future of this dynamic sector and make news. Our data and analytics team includes economists,
data scientists and industry analysts who work with companies to measure and quantify the innovation that is at the cutting
edge of this new world.
This study series measures the impact of the COVID-19 pandemic on consumer and merchant behavior and explores the accel-
erated shift to a digital-first world. Pandenomics is a proprietary research and analytic framework and series of insights that
measures the shift away from a primarily physical world toward a digital-first counterpart. This framework makes it possible
to accurately profile the characteristics of these digital shifters as consumers prioritize preserving their personal and familial
health and safety as they make decisions about doing business in the world.
01 | Introduction
INTRODUCTION
TABLE OF CONTENTS
T
he first wave of shutdowns and restrictions in the United States
began one year ago today. They had an immediate, far-reaching
impact on consumers’ daily lives, and no one knew how long they
would last at the time. The traditional nine-to-five work week
vanished into thin air as millions of nonessential workers lost their jobs
and millions more shifted to working from home. One year later, home has
become consumers’ preferred workplace: 79 percent of workers who are
mostly working from home like it so much that they never want to go back
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 02 to the office.
PART I: STICKING WITH THE DIGITAL SHIFT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 03
Working from home is not the only aspect of consumers’ lives that has gone digital
during the year of restrictions, either. Nearly a quarter of consumers are ordering
PART II: THE VACCINE EFFECT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
more of their food from aggregators like Uber Eats and Grubhub, and nearly as
many have taken to buying more of their groceries on digital marketplaces like
PART III: VACCINE SKEPTICS, UNDER THE MICROSCOPE . . . . . . . . . . . . . . . . . . . 14
Amazon. Digital approaches have become an integral part of consumers’ new rou-
tines, with consumers using desktops, mobile phones, voice assistants and other
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 connected devices to manage their new lives online.
PYMNTS has spent the last year conducting real-time research on the pandemic’s
Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
continuing impact on consumer behavior, having surveyed a total of more than
21,600 U.S. consumers to date and published our findings in 18 previous editions of
our ongoing Pandenomics series. Our research has provided firsthand insight into
how consumers are reorganizing their lives in in response to the pandemic, how
their shopping and payment preferences are changing along with their attitudes
and how their vision for the post-pandemic future continues to evolve.
On Feb. 26, 2021 — nearly one year after fielding our very first consumer survey —
we went back into the field to find out how consumers’ experiences have changed
their routines and analyze what it means for the post-pandemic economy. We sur-
veyed a census-balanced sample of 1,994 U.S. adults about digital commerce, the
availability of new vaccines and the prospect of life after the COVID-19 pandemic to
discover how the trends of the last year stand to impact the lives of the new digital
consumers until the end of the pandemic and beyond.
This is what we learned.
© 2021 PYMNTS.com All Rights Reserved
The New Digital Consumer | 04
PART I: STICKING WITH THE DIGITAL SHIFT
The shift to digital is here to stay, especially for
essential activities like work and grocery shopping, but FIGURE 1:
WHY SOME CONSUMERS ARE EAGER TO REENGAGE WITH THE PHYSICAL WORLD
consumers want to reengage in the physical world for Share who want to do select activities more versus share who would do more if a vaccine were available
fun and leisure activities. Sixty percent are eager to
pursue activities such as seeing friends and family and See my friends and family
attending sporting events and concerts.
59.9%
64.8%
Travel within the U.S.
53.9%
59.7%
Participate in leisure activities, such as going to see movies or
sporting events
U.S. consumers have spent the bulk of the last year at home, and most are eager
53.2%
to have a chance to go back out into the physical world, though not all for the same 58.7%
reasons. Fun is at the very top of most respondents’ to-do lists for when they get the Eat out at restaurants
51.4%
chance to leave their homes without fear of contagion, and work is at the very bottom. 55.9%
Shop in stores other than grocery stores
The most common reasons that consumers say they want to reengage with the phys- 45.8%
45.7%
ical world are all about leisure, including seeing friends, traveling and going to events.
Shop in grocery stores
Sixty-five percent of all consumers who are looking forward to going back out into the 39.8%
37.6%
physical world say they are looking forward because they would like to see their friends
International travel
and family again, for example, and 60 percent say they are positive because they want 35.5%
to be able to travel within the U.S. again. We found that 59 percent want to participate 40.2%
Have my children do activities outside the home
in leisure activities, like playing sports, seeing movies and attending concerts and other 25.0%
events. 27.7%
Have my children return to in-person schooling
Far fewer consumers today want to reengage with the physical world for performing 24.1%
24.6%
essential activities like work and grocery shopping, by contrast. Sixty-two percent of Conduct my paid work at my workplace’s physical location
consumers who are grocery shopping in stores less often than they did before the 24.0%
20.6%
pandemic say they do not want to do so as much as they did before the pandemic
began, for example. Even fewer consumers who have made the digital leap to working 0% 10% 20% 30% 40% 50% 60% 70%
remotely from home say they want to go back to the office. Seventy-nine percent of Share that would do more if a vaccine was available
these remote workers say they want do not want to go back to working at their phys- Share that would like to do more
ical workplaces, apparently preferring the company of family, roommates and pets to Source: PYMNTS.com
commuting to work every day. It is thus clear that this digital shift that has taken hold
during the pandemic will continue long after consumers are free to reengage in the
physical world.
© 2021 PYMNTS.com All Rights Reserved
The New Digital Consumer | 06
PART I: STICKING WITH THE DIGITAL SHIFT
MILLENNIALS AND BRIDGE
MILLENNIALS WANT THEIR Consumers want to keep delegating their essential
tasks online, including everything from work to grocery
CHILDREN OUT OF THE HOUSE – shopping to ordering food — even after the pandemic
REGARDLESS OF WHETHER THAT has subsided. Eighty percent of consumers who have
MEANS SENDING THEM TO SCHOOL shifted to working and grocery shopping online plan to
keep doing so long into the future.
OR SOMEWHERE ELSE.
Consumers have come to appreciate the ease and convenience of being able to work
from home and buy household essentials online, and most plan to retain their digital
habits even after the pandemic has subsided. Thirty-nine percent of all consumers
SHARE WHO WANT THEIR CHILDREN TO have shifted to working from home instead of in an office, and 83 percent of them
PARTICIPATE IN ACTIVITIES OUTSIDE THE HOME: intend to keep working from home at least somewhat as often as they do now, even
after they are given the green light to go back to the office. This is far more than the
33 percent of employed consumers who had shifted and the 76 percent that planned
to keep working from home in November 2020, demonstrating that the digital shift is
growing stronger as the pandemic progresses.
40% 46% 28% The pandemic has also changed the way that consumers eat, triggering a massive
increase in the share ordering via mobile app or aggregator. Our research shows that
38 percent of all consumers have shifted from dining in restaurants to ordering food
on their mobile phones for pickup later on. Seventy-seven percent of consumers who
MILLENNIALS BRIDGE AVERAGE have made this shift to using mobile order-ahead apps plan to keep doing so even after
MILLENNIALS
the pandemic has subsided. Mobile order-ahead has also become more common. Our
prior research shows that 38 percent of consumers were ordering more via mobile
SHARE WHO WANT THEIR CHILDREN
order-ahead back in November 2020, when 72 percent planned to keep ordering with
TO GO BACK TO SCHOOL:
such features after the pandemic subsided.
Data shows that 26 percent of consumers report using aggregators like Uber Eats,
Grubhub and DoorDash more now than they did before the pandemic began. Eighty
percent of them say they intend to keep using aggregators at least as often as they do
36% 41% 25% now even after the pandemic has subsided. Back in November 2020, 38 percent had
shifted to ordering via aggregator, but only 72 percent planned to keep doing so after
the pandemic subsided. Consumers’ increasing demand for ordering via aggregators
signals that apps will continue to play a prominent role in the post-pandemic restau-
MILLENNIALS BRIDGE AVERAGE rant industry.
MILLENNIALS
© 2021 PYMNTS.com All Rights Reserved07 | Introduction The New Digital Consumer | 08
PART I: STICKING WITH THE DIGITAL SHIFT
Consumers are doing more essential activities online,
FIGURE 2: but they no longer have a preference for shopping in
HOW MANY CONSUMERS HAVE SHIFTED BEHAVIORS AND PLAN TO MAINTAIN THESE SHIFTS
2A: Share that are performing select activities more often now than before the pandemic began stores rather than online for retail products. They now
2B: Share that plan to maintain or revert select channel use changes to their pre-pandemic levels
shop for retail products using whichever purchasing
Working from home and not in an office
channel suits their schedules.
Working from home and not in an office
82.8% 0000000000
38.6% 17.2% 0000000000
Using mobile order-ahead to order food from restaurants to Using mobile order-ahead to order food from restaurants to eat
eat at home at home
38.1% 77.1% 0000000000
22.9% 0000000000 One of the reasons that digital channels have helped consumers clear their schedules
Shopping via mobile devices
Shopping via mobile devices
is that they enable them to place purchases anytime, and such shoppers can use a mix
35.3%
75.1%
24.9%
0000000000
0000000000
of digital and brick-and-mortar channels for nearly all of the products they purchase.
Ordering food delivery using aggregators such as Grubhub or Uber
Eats Ordering food delivery using aggregators such as Grubhub or The extent to which they use physical channels, digital channels or both nevertheless
26.2% Uber Eats
80.2% 0000000000
depends on the type of products they are buying at any given time.
Buying groceries online and having them delivered to my home 19.8% 0000000000
24.8%
Buying groceries online and having them delivered to my home
Consumers are most likely to switch between digital and brick-and-mortar channels
76.5%
23.5%
0000000000
0000000000
for leisurely, nonessential products like games, books and clothing, for example, and
0% 10% 20% 30% 40% 50%
they are least likely to switch between channels when it comes to specialty products
Maintain at least some
Source: PYMNTS.com
Revert all
like building materials and auto parts. Eighty percent of consumers who purchase
clothing, accessories, games, hobbies and books do so both online and in person.
Source: PYMNTS.com
Among those who buy hardware, building material and auto parts, only 69 percent buy
them using both digital and physical channels.
Consumers who buy building materials and auto parts show a stronger preference for
purchasing those products either online or in store — one or the other, and not either/or
— when compared to how consumers shop for other products. Twenty-three percent
of consumers who purchase auto parts do so exclusively in store, and 7 percent do so
online, for example. This contrasts sharply with consumers who buy games, hobbies
and books, as 15 percent and 5 percent of them buy them exclusively online and in
store, respectively.
There is no product that consumers are most likely to purchase exclusively online, even
with the digital shift.
© 2021 PYMNTS.com All Rights Reserved09 | Introduction The New Digital Consumer | 10
PART II: THE VACCINE EFFECT
FIGURE 3: Consumers are more interested in getting vaccinated
HOW MANY CONSUMERS SHOP ONLINE OR HAVE SHIFTED
TO SHOPPING ONLINE FOR SELECT PURCHASES now than in November 2020. Two-thirds of consumers
Share who purchase select products, by purchasing channel
used have either gotten vaccinated or plan to get
Clothing and accessories
vaccinated when they become eligible.
80.0% 0000000000
17.4% 0000000000
2.6% 0000000000
Electronic and appliances
77.7% 0000000000
16.9% 0000000000
5.4% 0000000000 Consumers see the light at the end of the tunnel now that vaccines are more widely
Health and beauty products
available. Access to vaccines and interest in getting vaccinated are at an all-time high
76.4%
19.9%
0000000000
0000000000
in the U.S., as 66 percent of U.S. consumers are either vaccinated or plan to get vacci-
3.7% 0000000000
nated. Twenty-eight percent of the adult population have already received at least one
Games, hobbies and books vaccination shot, and 53 percent are either vaccinated or likely to get vaccinated when
80.1% 0000000000
15.0% 0000000000
they become eligible. This is up from just 38 percent of consumers who had already
4.9% 0000000000
been vaccinated or planned to get vaccinated back in November, when the U.S. vaccine
Home furnishings
73.1% 0000000000
rollout kicked off.
21.2% 0000000000
5.7% 0000000000
Cleaning supplies
72.6% 0000000000
24.4% 0000000000
3.0% 0000000000
Sporting goods FIGURE 4:
74.0% 0000000000
19.2% 0000000000 HOW MANY CONSUMERS PLAN TO GET VACCINATED
6.8% 0000000000 Share who have been vaccinated or who are very or extremely
likely to get vaccinated
Medical supplies
74.1% 0000000000
20.7% 0000000000
5.2% 0000000000
Likely to get the vaccine when it is available
Building materials or hardware NOV 11 37.9%
69.3% 0000000000 2020 0000000000
24.6% 0000000000
6.0% 0000000000
Likely to get the vaccine when it is available
Auto parts
37.7%
69.4% 0000000000
0000000000
23.3% 0000000000 FEB 26
7.2% 0000000000 2021 Already has vaccine
28.3%
Other 0000000000
74.7% 0000000000
18.4% 0000000000
6.9% 0000000000
0% 5% 10% 15% 20% 25% 30% 35% 40%
Shops both
Source: PYMNTS.com
Shops only physical
Shops only online
Source: PYMNTS.com
© 2021 PYMNTS.com All Rights Reserved11 | Introduction The New Digital Consumer | 12
PART II: THE VACCINE EFFECT
VACCINES ARE CENTRAL TO MAKING
CONSUMERS FEEL COMFORTABLE
REENTERING THE OUTSIDE WORLD, Consumers believe the pandemic will end 37 days
sooner with vaccines available than they believe it
BUT MOST STILL WANT TO WAIT UNTIL would if vaccines were not available.
CASE NUMBERS DECREASE BEFORE
THEY REENTER. Knowing that three vaccines are available is also making consumers more optimis-
tic that the pandemic will end sooner. The average U.S. consumer believes that the
pandemic would end in 289 days if vaccines were not available and that widespread
A DECREASE IN COVID-19 CASES IS NOW THE MOST COMMON OCCURRENCE
vaccinations will lead to the pandemic ending in 252 days — 37 days sooner than
CONSUMERS SAY THEY NEED TO SEE BEFORE THEY FEEL COMFORTABLE
would otherwise be possible. This would mean being able to reenter the physical
REENGAGING WITH THE PHYSICAL WORLD.
world without restrictions by January 2022. It is worth noting that back in March
2020, the average consumer believed that the pandemic would end by April 2020.
SHARE WHO WANT SELECT EVENTS TO OCCUR BEFORE THEY FEEL Not all U.S. consumers share this confidence, however. Consumers that are skep-
COMFORTABLE REENGAGING WITH THE PHYSICAL WORLD: tical about getting the COVID-19 vaccine are far more pessimistic about how long
they believe it will take for the pandemic to subside, projecting that it will last
another 414 days even with vaccines available. In other words, vaccine skeptics do
not expect to able to rejoin the physical world as they did before the pandemic
began until April 2022.
70% 58%
NOVEMBER 2020
FEBRUARY 2021
DECREASE IN COVID-19 DECREASE IN COVID-19
CASES CASES
69% 56%
VACCINES BECOMING VACCINES BECOMING
WIDELY AVAILABLE WIDELY AVAILABLE
© 2021 PYMNTS.com All Rights Reserved13 | Introduction The New Digital Consumer | 14
PART III: VACCINE SKEPTICS, UNDER THE MICROSCOPE
FIGURE 5:
Seventeen percent of consumers say they are skeptical
ESTIMATED LENGTH OF THE PANDEMIC
Average number of days consumers believe it will take for the pandemic to subside about the new COVID-19 vaccines. These individuals are
among the least likely to have shifted their lives online
442 since the pandemic began.
Skeptical
414
378
Trustful Vaccine skeptics are not in the majority of the U.S. population, but they are not un-
340
common, either. Roughly 17 percent of all adult U.S. consumers feel some degree of
skepticism toward the three COVID-19 vaccines approved by the Food and Drug Ad-
ministration. This could mean that they do not trust the vaccines’ effectiveness, that
Aug-21
Feb-22
Mar-21
Mar-21
Abr-22
Jun-21
Oct-21
Sep-21
Dec-21
May-22
Jan-22
Mar-22
Apr-21
Nov-21
Jun-22
May-21
Jul-21
they are worried about their potential side effects or that they believe receiving them
Date when pandemic will end is unnecessary.
Time to normal
Time to normal taking vaccine into account These skeptics are among the least likely consumers to have changed their daily lives
since the pandemic began and shifted to performing any of their routine activities
Source: PYMNTS.com
online. Sixty-five percent of vaccine skeptics have not shifted to shopping more online
either for groceries or retail goods or even switched to ordering from restaurants instead
of dining on-site since the pandemic began. Fifty-five percent of consumers who trust
the three vaccines available in the U.S. have not made any of these changes. This not
only illustrates a deep divide separating consumers who are in favor of and against
vaccination but also shows that there are still many pro-vaccine consumers who con-
tinue to go about their pre-pandemic routines. It is not clear whether this results from
personal choice or circumstantial necessity, however.
Vaccine skeptics exist who have shifted to shopping for groceries and retail goods
online, but these shares are smaller among skeptics than among consumers who trust
the vaccines. Thirty-two percent of vaccine skeptics say they are shopping for retail
items less in stores and more online since the pandemic began, for example, while 41
percent of consumers who trust the vaccines say the same. Twelve percent of skeptics
report shopping for groceries in stores less and online more now than before, whereas
17 percent of consumers who trust the vaccines report the same.
Ordering food is a notable exception to this rule, as both skeptics and non-skeptics are
about as likely to have shifted to ordering restaurant food online: 16 percent versus 15
percent, respectively.
© 2021 PYMNTS.com All Rights Reserved15 | Introduction The New Digital Consumer | 16
FIGURE 6:
VACCINE SKEPTICS ARE LESS
HOW MANY CONSUMERS TRUST COVID-19 VACCINES
6A: Share who express select attitudes towards the COVID-19 vaccines
LIKELY TO HAVE SHIFTED
THEIR ACTIVITIES ONLINE
6B: Share who express select attitudes towards the COVID-19 vaccines, by digital shift
82.6%
Trusting
44.5%
34.5%
Shifted any routine behavior
IN PART BECAUSE THEY
17.4%
Skeptical
41.0%
Shifted shopping ARE LESS CONCERNED
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
31.8%
Shifted grocery shopping
THAN OTHERS ABOUT THE
Source: PYMNTS.com 16.6%
11.6% PANDEMIC.
Shifted eating
16.4%
14.8%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Trusting of vaccines
Skeptical of vaccines SHARE WHO ARE CONCERNED ABOUT THE
PANDEMIC’S IMPACT
Source: PYMNTS.com
60% 54%
CONSUMERS WHO VACCINE SKEPTICS
TRUST VACCINES
© 2021 PYMNTS.com All Rights Reserved17 | Introduction The New Digital Consumer | 18
PART III: VACCINE SKEPTICS, UNDER THE MICROSCOPE
Vaccine skeptics are almost as concerned about the 12.2%
Economy suffering FIGURE 7:
WHY VACCINE SKEPTICS ARE CONCERNED ABOUT
17.9%
possibility of dying from the pandemic as those who trust Getting others sick
THE PANDEMIC
Share who cite select reasons as the chief causes of their
vaccines, but they are also more concerned about its 22.1%
16.6%
concern, trustful versus skeptical
economic impact. Having a new outbreak leading to other shutdown
Trusting of vaccines
6.7%
5.6% Skeptical of vaccines
Death
Source: PYMNTS.com
26.9%
Consumers that are skeptical of getting the COVID-19 vaccine cite a variety of reasons 21.9%
for feeling worried about the pandemic, even if they are less concerned than most. Losing social contact
Many worry about many of the same aspects of the pandemic as consumers who trust 5.4%
4.9%
vaccines, but not always to the same degree. Death is the chief concern about the pan- Losing access to recreational activities
demic for both skeptics and consumers who trust COVID-19 vaccines, for example, but 2.4%
2.8%
skeptics are slightly less likely to cite death as their biggest fear. Our research shows
Getting sick enough to miss work
that 22 percent of vaccine skeptics cite dying as the biggest worry they have about the 4.0%
4.9%
pandemic, as do 27 percent of consumers who trust vaccines.
Investments’ value loss
3.2%
What distinguishes skeptics from consumers who trust the COVID-19 vaccines is the 0.4%
concern they express about the pandemic’s economic implications. Consumers who Children falling behind on education or development
3.5%
do not trust the vaccines on the U.S. market are more likely to say they are most 5.0%
worried about the pandemic’s impact on the broader U.S. economy than those who do. Losing my job
Eighteen percent of skeptics who are concerned about the pandemic say it is because 2.8%
3.7%
they are worried that the economy will continue to suffer as a result, for example. Only Employer cutting work hours
12 percent of consumers who trust the vaccines say the same. 1.7%
2.0%
Vaccine skeptics are also more concerned with their own personal job security and the Partner or spouse losing job
1.6%
job security of their significant others. This is true for every factor that might impact 2.3%
consumers’ employment or their ability to perform their job. Skeptics are more likely Lost my job
2.5%
to cite losing their job, their partner losing their job, losing work due to sickness, having 5.7%
already lost their job or their partner having already lost their job than consumers who Partner or spouse lost job
trust the vaccines. This suggests that some consumers may be skeptical of the COVID- 1.5%
2.3%
19 vaccines not necessarily because they doubt their effectiveness or even their side Working from home without in-home childcare
effects but possibly because they worry that even vaccines and falling infection rates 1.7%
2.6%
may not be able to undo the damage that the pandemic has wrought on either their
Other
personal finances or the broader economy. 1.9%
1.3%
0% 5% 10% 15% 20% 25% 30%
© 2021 PYMNTS.com All Rights ReservedCONCLUSION
METHODOLOGY
T
he first year of the COVID-19 pandemic has made eCommerce PYMNTS issued a survey to a census-balanced panel
integral to U.S. consumers’ everyday lives, accelerating and so- of 1,994 U.S. residents between Feb. 26 and March 2,
lidifying a shift to digital that had been years in the making. 2021, as a follow-up to our continuing series of studies
Consumers have become so accustomed to the convenience of examining consumers’ behavioral changes following
working, shopping and ordering food online, in fact, that they no the COVID-19 outbreak. Respondents were 49 years
longer wish to return to doing these activities in offices, stores and restau- old on average, and 53 percent were female. Thir-
rants — at least not as much as they used to. ty-three percent of respondents held college degrees.
We also collected data from consumers in different
What makes them excited about the post-pandemic future is not merely the
income brackets: 35 percent of respondents declared
chance to go back to shopping in physical stores but rather the chance to enjoy
an annual income of more than $100,000, 33 percent
real-world experiences: family gatherings, parties, concerts, sporting events
earned between $50,000 and $100,000 and 31 percent
and traveling. It is not clear whether this fervor for in-person results from
earned $50,000 or less.
cabin fever or whether it will last long into the future. What is clear, however,
is that the central role that eCommerce has come to play in consumers’ lives
is not going away. Businesses that do not adapt their operations to meet the
needs of this new digital consumer do so at their peril.
© 2021 PYMNTS.com All Rights Reserved21 | Introduction The New Digital Consumer | 22
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