14
The Critical Consumer 2024
Omnichannel solutions are critical for retailers in their pursuit of
different types of consumers.
Customers are using the convenience of the digital product comparison insights at their
fingertips to shift spend across channels and categories to manage budgetary pressures.
In turn, this is remodelling historical consumer segments that shop on certain platforms
or for particular brands.
Care must be taken to avoid pushing out certain groups that have less familiarity with
digital advances, especially those in lower-income households who use cash as a
budgeting technique. This is even the case when comparing shoppers who prefer paying
with cash vs. those that prefer paying with card:
• Across all seven countries surveyed, digital payment methods were preferred, although
income level and age play a factor.
• While 79% of high-income consumers would rather pay with card than cash, this drops to
63% for low-income consumers.
• Similarly, more than 70% of shoppers under 44 prefer digital payment methods, but only
57% of shoppers aged 65 and over do as well.
French, British, and Italian consumers have the highest preference of paying with card
vs. cash, at 77%, 76% and 74% respectively. German consumers, on the other hand, were
evenly split, with 51% preferring card and 49% still preferring cash, in line with lower
overall digital adoption in the country.
OMNICHANNEL
TARGETING3 IN-DEPTH INSIGHTS
Which statement applies more to you?
CONSUMER PAYMENT PREFERENCES ACROSS MARKETS
Prefer to pay digitally or with credit card Prefer to pay cash
France Germany Italy Saudi Arabia Switzerland UK UAE
76.52% 23.48%
49.18%
26.27%
32.99% 32.13%
24.46%
36.45%
50.82%
73.73%
67.01% 67.87%
75.54%
63.55%