Nearly six in 10 Americans (57%) say they will be more likely to choose Amazon for leisure items, such as clothing and electronics, post COVID-19, according to new research from agency Berlin Cameron and market research firm Perksy.
The report examines how people view the future of living, business and work -- all major areas in flux as the global pandemic continues.
Less than half say they will shop for these items online at a large chain business (39%), in-person at a local business (30%), or online at a local retailer (28%). One in four (26%), however, feel their leisure shopping habits will not change.
Likewise, the largest percentage of respondents (48%) say they’ll be more likely to use Amazon for essential items, such as groceries, post-COVID, followed by 38% who plan to use big-box chains like Walmart or Costco and 35% who plan to do so in-person at places like Trader Joe’s.
With consumers increasingly turning to Amazon, other retailers must continue to find “creative ways to evolve their strategies in order to stay competitive,” says Jennifer DaSilva, president, Berlin Cameron. “While there is so much in flux, the more retailers and advertisers can work to understand their customer base and how they view the future or work and life, the better they'll be able to find opportunities to thrive as we enter into the new-new normal.”
There may be opportunity for retailers to grab back market share, adds DaSilva. “It will also be interesting to see how activists calling for Amazon Prime Day boycotts in reaction to its labor policies will impact sales, especially as we see more and more companies getting called out for unfair internal policies.”
Other findings from the survey include 42% believe their work situation will not change post-COVID while 78% said they won’t relocate post-pandemic.
This year has undeniably changed lives. Nearly half (47%) are more aware of the healthcare system since the pandemic, a similar percentage (45%) are more aware of racial injustices, and 40% are more aware of income inequality.
Six in 10 (59%) report they are leaving their homes less now than at the beginning of quarantine, but admit their social life has been most drastically affected by COVID-19.
The study surveyed over 1,000 respondents, aged 13-plus, with 54% male responders and 46% female.