Online shopper behaviour in 2021 and predictions for 2022
Pattern (in conjunction with a market research agency) polled UK online shoppers in January to assess changes in their behaviour, which online channels were most popular in 2021, where online shoppers bought gifts from and why they chose DTC websites, as well as some more detailed analysis of their Amazon buying habits.
This report shares findings from the research:
Gains won't be lost - Part of the change in customer behaviour bought about by the pandemic has stuck. Our survey results suggest that overall in 2022, a greater number of customers will spend more online than will spend less.
Peak importance - We asked online shoppers if they had bought gifts online in the past year. 89% had bought gifts online, showing the importance of online channels during peak trading periods.
The start of the shopper journey - 93% of online shoppers said that they had visited Amazon to research potential purchases, 63% visited Amazon to check the prices of products.
Prime position - In 2021, 50% of online shoppers had access to their own or someone else’s Amazon Prime account. In 2022, this number has increased to 58.5%.