This was one of the findings published today in PricewaterhouseCoopers’s (PwC)Global Consumer Insights survey.
The survey assessed the shopping behaviour, habits and expectations of 22,481 consumers — 49% male and 51% female — in 27 countries.
According to the report, when it comes to online and in-store spending, social media remains the biggest influence on consumers looking for inspiration for their purchases.
This is most evident in the Middle East with 70% of consumers surveyed saying that social media rules their purchasing.
Indonesia and Malaysia are tied at 58% while shoppers in China come next with 52%.
The annual PwC consumer study also found that mobile devices are gaining traction with global shoppers.
“Mobile purchasing has more than doubled in six years to 17% of all shopping, and is likely to soon overtake computer purchases, which now accounts for only one in five purchases made.
“Convenience is also playing a part, with half of all respondents using smartphones to pay for purchases in store,” the report said.
On the issue of customer expectations on shopping websites, PwC says more than half now turn to e-commerce for their spending habits.
With this confidence, comes expectations from shoppers about the delivery of the goods they have purchased.
According to the survey, 41% of respondents say they would pay an extra charge for same-day or faster delivery, 44% for a specific time slot, and 38% would consider a drone as a delivery method, where it is available.
However, despite the dominance of the big online retailers, there is still room for physical stores to thrive.
For the fourth year in a row, the number of respondents who say they shop at a bricks and mortar store on a weekly basis has risen, this year by 3% to 44%.
“Traditional retailers could be at an advantage as shopping behaviour in stores shifts more to the experience than just shopping,” said John Maxwell, Global Consumer Markets leader at PwC.
He said consumers can expect more showrooms, as opposed to just shops.
On the issue of data privacy, the survey reflects the ongoing tension for retailers on customer data.
“Of those surveyed, 41% said they are comfortable with retailers monitoring their shopping habits to tailor special offers for them.
“Conversely, over a third (37%) of consumers are protective about their privacy, and opposed to retailers identifying when they are nearby and targeting them with offers,” the survey reported.
The annual survey also finds encouraging news about consumer confidence despite concerns about depressed spending and investing.
Globally, the majority of consumers surveyed plan to spend the same or more as they did last year, with 38% maintaining the same spending as last year, and 37% planning more.