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The Critical Consumer 2024
Consumers across regions show enthusiasm around other modern digital offerings too:
• While only 9% of all respondents currently use virtual fitting rooms via AR and only 10%
shop at unmanned stores, 29% and 28% respectively say they're open to using this new
technology. This provides a key opportunity for retailers, given shoppers' willingness to
adopt new technologies and their curiosity and desire to experiment.
On the topic of personal interaction in digital payments, we see a pronounced shift along
age and income levels:
• 55% of shoppers under 25 would rather pay at a digital terminal than at a counter with a
cashier, while more than 80% of shoppers 65+ prefer the traditional cashier option.
• 67% of low-income shoppers prefer checking out at a served counter, but high-income
shoppers are split nearly 50-50 between this option and a digital self-checkout.
It remains vital for retailers to carefully cater to older generations who may be less
comfortable with automated solutions, as they hold considerable purchasing power. In
our annual Singles' Day report this year, the silver economy of older shoppers proved
to be the key demographic segment. Embedding comfort and convenience throughout
the shopping journey is important for retailers to respond to this segment's unique
behaviours and preferences, and retain their custom.
Which of the following digital technologies or applications do you use or are you interested in?
USAGE OF TECHNOLOGY BEING ADOPTED BY CONSUMERS
I already use it I don't use it yet, but I'm open to use it I don't know this technology
I don't use it yet, I'm not interested to use it
Click & Collect or in-store-pickup
Home delivery
Mobile apps of retailers
Push messages on mobile phone
Virtual fitting (AR)
Self-scanning or self-checkout
Express delivery/quick commerce
Interactive product presentations (touchscreens)
Unmanned stores
Digital self order terminals
Digital or mobile payments
Chatbot on websites
16.81% 18.19% 22.01% 10.55%
36.32% 22.63% 26.07% 14.97%
47.62% 19.26% 20.99% 12.12%
33.76% 23.33% 29.15% 13.76%
26.02% 29.43% 29.50% 15.05%
10.49% 28.26% 38.27% 22.97%
44.50% 22.61% 24.09% 8.80%
60.45% 15.91% 17.59% 6.06%
28.58% 20.06% 30.65% 20.72%
59.31% 15.40% 19.43% 5.86%
36.89% 18.17% 28.13% 16.81%
8.57% 29.42% 38.32% 23.69%