Buying behaviour: How will they spend?

Understanding consumers’ propensity to buy is one thing, but knowing how they are going to spend their money is crucial if retailers want to stand a chance of winning their custom. This means understanding which channels factor into their purchasing journey, how they like to pay, the fulfilment options they want to use and what encourages them to spend.

Across a few key areas, global trends emerge that span markets.

Which channels will they use to shop?

These graphics show the percentage of people who plan to increase their spending across each channel.

Global Consumer 2019 Buying Behaviour

We asked consumers across which channels they plan to increase, decrease or maintain their current levels of spending.

The research shows that on a global level, online will enjoy the greatest spending increase, with 58% of consumers in China saying they plan to up their digital spend, along with 55% in Kenya, 40% in the UAE, 36% in the US, 34% in Italy, 31% in ROI and 23% in Germany and 22% in the UK.

While store sales generally sit some way behind, in both Australia and the US, 18- to 24-year-olds plan to spend more in bricks-and-mortar shops, proving that physical retail will continue to play a pivotal role in the multichannel journey.

Because of their developing nature, the top three markets for channel growth are China, Kenya and UAE.

How do they want to pay

A mixed picture emerges when consumers are asked how they prefer to pay. Online, PayPal dominates in Germany (75%) and Australia (62%), while in the US consumers are more likely to use a debit card online at 64% and in the UAE credit card is the most popular payment method at 56%. Cash on delivery is still an important payment method in the UAE at 49% and Kenya at 47%.

Newer payment methods, such as Apple Pay, are coming to the fore in certain countries. This is preferred by 22% of 18- to 24-year-olds in the UK, for example. Meanwhile, mobile payment platforms such as M-Pesa – a mobile-based money transfer and financing service – are preferred in Kenya, with 71% selecting this option. In store, cash is still king for many. It’s the payment method of choice in Australia (62%), Kenya (91%), Italy (68%), China.

Download your copy of The Global Consumer 2019 to find out more about changing trends and how they may impact your business >

About the research

The DWF and Retail Week Global Consumer 2019 report surveyed 1,000 consumers in each of the following jurisdictions: Australia, China, France, Germany, Italy, Kenya, the United Arab Emirates, the Republic of Ireland, the UK and the US. Research took place in October 2018.

Trending topics

The Global Consumer 2019

Surveying 10,000 consumers across 10 international markets, The DWF & Retail Week Global Consumer Report 2019 provides retailers and consumer goods businesses with critical insight into changing sentiment across the world.

Deep-Dive: Countries in Focus

10,000 consumers took part in our survey to understand the global consumer behaviour trends key to retail strategy. In this section we deep-dive into each of the 10 jurisdictions we surveyed to explore the political and economic climate, some key stats around income and unemployment and how all of this is affecting the retail outlook.

Measuring global consumer confidence for 2019

The fragile political and economic climate will no doubt continue to weigh heavily on consumers globally. But, crucially, how will it affect their appetite for spending?

People

Hilary Ross

Head of Retail, Food & Hospitality // Executive Partner (London)

Oliver Bolthausen, LL.M. (USA), FCIArb (UK)

Partner // Executive Partner (Munich) // Global Head of International Arbitration & Disputes

Ed Meikle

Partner // Head of Retail Group

Key contact