The Great British Consumer

// 2024

The
Great
British
Consumer
2024
schbang.com
The Great British Consumer
// 2024

Contents
The Whole Schbang i

Schbanging Our Heads Together ii - iv

The Results 01 - 38

The changing (and unchanging) role of social media 01

It’s good to (social) detox 12

Mental well-being 14

Influencer killed the TV star 17

Sustainability is sustainable 20

Switching and ditching a brand 25

Spending habits 28

It’s not just inflation affecting buying confidence 30

Post-pandemic hybrid is here to stay 32

The budget travel boom 34

Tech advancements 36

To Conclude 39

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“ Good marketing always starts with knowing the consumer.

As a new entrant into the UK market, this is our attempt
to really get under the skin of the consumer and acclimatise
ourselves with the mindset of the country. Speaking to
275 people across the length and breadth of the UK, and
connecting the dots with data around what consumers are
saying with how they are 'acting', made this a thoroughly
enriching exercise. We hope you enjoy reading it as much
as we enjoyed putting this together.”

HARSHIL KARIA
Founder, Schbang
hk@schbang.com

“ Consumers change daily and it's the small things that greatly
influence how we communicate with them. This report uncovers
what British consumers think, feel, like, dislike, watch and most
importantly, consume. Packed with fresh insights, it's a key
reference to grasp the dynamic consumer landscape. Essential
reading for navigating this ever-changing world.”

SARAH COLES
Creative Director and Partner, Schbang UK
sarah.coles@schbang.com

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The
Whole
Schbang
We are a global creative and technology company that,
quite literally, offers the ‘whole schbang’. Our team of experts
take pride in every project, delivering elevated experiences
of engagement, whether that’s an advert or in-app user
experience, or anything in between.

You’ll see it in the work we have done for multinational brands

over the last 8 years. ‘The Whole Schbang’ is a testament to
our wholeness or completeness of offering, bringing various
and, often, fragmented marketing services under one roof. In
a world where agencies are digital or creative or media, we’d
like to stand for something a lot simpler: a client partner that
delivers a full solution.

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Schbanging
Our Heads
Together
Towards the end of 2022, we expanded our global offering,
launching our UK office in sunny London. So what better time
than to dig a little bit into the Great British consumer, and learn
a thing or two about how they felt last year. Schbanging our
heads together with a variety of Brits, aged between 18 to 55+.

As Britain potentially faces a challenging time of economic

uncertainty, it’s vital we comprehend this wide consumer
group's evolving needs, interests, and behaviours. We’ve taken
a deep dive into consumer thoughts, purchasing behaviours,
lifestyles, and relationships with technology in today’s world
by conducting in-depth surveys and interviews with 275
people from across the UK, in all 18+ age categories, from
Newcastle to Newquay.

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In this report, we examine the present mindset of the British consumer, including their
spending habits, digital preferences, and viewpoints on crucial topics including inflation,
sustainability, travel, technological advancements, and consumption of social media. We
conducted a thematic analysis to categorise the discussions into key topics from our research.

REGIONS COVERED

Out of:
10%
100% North West

16%
London
9%
East

5%
Wales
3%
North Ireland

8%
9% 4%
North East
West Midlands
Scotland

8%
Yorkshire &
7% The Humber
East Midlands

13%
South East
8%
South West

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This report is based on primary research conducted by Schbang UK in 2023. The data was
then triangulated with additional, verified sources, as mentioned below, to ensure directional
accuracy wherever possible. The idea of this report is to provide an overall view of the UK
consumer - without compromising on nuances. The work is exploratory in nature, it has its
“what’s” and its “why’s”.

We intend to make this an annual effort to help everyone uncover the layers of consumer
behaviour in the UK market. We duly credit, thank and support the work being done by all
the organisations mentioned below. This report is our effort and contribution to add to the
already existing body of knowledge that is out there today.

DATA SOURCES

Similar Web
UK Govt. Sustainability Report
Think With Google
BIMA Sustainability Report
Fashion Network Customer Loyalty Index Report
Customer Loyalty Index 2022 Report Emarsys
Top influencers in the UK
Yotpo Customer Loyalty Survey
UK Travel Trends Think With Google Report
U.K. Retail Economics
Insider Intelligence UK E commerce forecast
Statista Media Insights
Think With Google Marketing Trends
TOP Trends UK 2023 Askattest
IFPI Global Music Report 2023

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The changing
(and unchanging)
role of social media

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TV was the most used platform for news consumption in the

United Kingdom, except Wales, with BBC One remaining
the most popular TV news channel in the UK, with an
audience reach of 75 percent. However, the internet could
soon overtake television as the main news source with
online news platforms stealing the show.

While television remains the leading news source among

adults, younger audiences primarily turn to the internet for
news consumption. According to a recent survey, almost
80 percent of UK news consumers, aged between 18 to 24,
considered the internet as their leading news platform,
and as of 2020, roughly 70 percent of the UK population
read or download news content online. Among those who
get their news coverage from online sources, BBC News
stood out as the leading online news brand in the UK.

Source: Statista, UK Retail Outlook, Similar Web

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So, for older age groups, TV continues to be the most popular

medium, while social media is preferred by the younger
set. Though TV is still the most consumed medium overall,
social media is not far behind, and as expected, is central to
many respondents’ daily lives, with most engaging at night
CONSUMPTION time, as well as dipping in and out throughout the day.
OF MEDIA (%)

100

80

60

40

20

0 TV Social Media Books Podcasts Newspapers Magazines

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So when it comes to online content, what are people consuming? The below results are
largely due to the internet's extremely wide category offering of ‘something for everyone’,
with the top most watched content being humour followed by food & beverage and
lifestyle & productivity.

CHOICE OF CONTENT

53%
Entertainment (Fun & gags)

49%
Food & Beverages

47%
Lifestyle & Productivity

40%
Health & Fitness

40%
Travel

33%
Technology

32%
Music & Dance

30%
Educational

30%
Beauty & Skincare

25%
Art & Craft

20%
Business & Finance

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When we deep dived further into social media platforms, we found that Facebook, Instagram,
and Youtube reign supreme leaving X trailing in their digital dust. TikTok dances its way to
the top 5 - not surprising.

100

MOST POPULAR PLATFORMS

90

80

70

62% 60

54% 54%
50

40

30

26%

20 22%

14%
10 11%
10%

5%

1% 1%
0

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Most people said they use social media primarily for keeping
in touch with friends and family, but popular platforms are
also used to keep up-to-date with events as well as for
recreation.

MOST USED REASON FOR SOCIAL MEDIA

72% To keep in touch

with friends/family

60% To stay up-to-date

on current events

52% For recreational

purposes

30% To log my best

moments/memories

26% To express
myself

19% To engane with

influencers/brands

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Social Media Streaming Apps

When it comes to social media and streaming apps,
competition is fierce. To stand out, it is interesting to see
that today platforms are becoming more holistic. YouTube
serves as a video hosting platform, as well as a music and
movie streaming service, and now with Shorts, it is also
somewhat closer to what TikTok and Instagram reels offer.

However, the MAUs and DAUs (monthly and daily active

users) quite significantly indicate that people tend to have
a stickier behaviour towards specialised apps, if you look at
Spotify’s numbers.

One of the reasons behind this is the user experience these

apps have to offer.

So, let’s take music streaming as an example, where the

UK is the third largest market in the world by revenue.

Spotify has the highest number of daily active users, followed

by YouTube Music, Amazon Music, and SoundCloud. This
suggests that Spotify is the most popular music streaming
app in terms of daily usage. One possible reason for this is
that Spotify has a strong focus on personalization and
discovery, making it easy for users to find, play, share and
sing along to new music that they enjoy. It’s also interesting
to note that the average session time for all four music
streaming apps is 2.58 minutes which indicates that users
are listening to one song per session.

YouTube Music is also on a growth trajectory as a lead

competitor to Spotify. It has the 2nd highest install
penetration and its unique installations surpass Spotify’s.

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TOP MUSIC PLATFORMS

Spotify Amazon SoundCloud YT Music

Install Penetration 66.36% 20.72% 12.15% 58.21%

Downloads 2.141M 996,319 609,029 491,496

Unique Installs 2.399M 617,370 377,828 4.488M

TOP MUSIC PLATFORM ENGAGEMENT

Spotify Amazon SoundCloud YT Music

Monthly Active Users 5.329M 1.301M 666,155 2.016M

Daily Active Users 3.135M 318,979 158,846 660,581

Sessions Per User 7 3 4 4

Avg. Session Time 00:03:29 00:02:30 00:01:45 00:04:11

Total Session Time 00:23:08 00:08:27 00:06:30 00:16:53

Source: Similar web data April-Sept 2023 (Android only, As Apple can’t be tracked), IFPI Global Music Report 2023

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Before and After ‘X’: Is Threads a threat?

There was no considerable shift in user engagement post Twitter’s name change to X in
July 2023. There is a slight downward trend but no conclusive evidence of a fall in number
of users.

Apr - Jun ‘23

4.438M 2.566M 9.30 00:03:39 00:34:05

Monthly Active Daily Active Sessions Per Avg Session Total Session
Users Users User Time Time

Jul - Sept ‘23

4.304M 2.425M 8.87 00:03:48 00:33:46

Monthly Active Daily Active Sessions Per Avg Session Total Session
Users Users User Time Time

‘Threads’ does not appear to be a threat to ‘X’ and it’s had little effect
on its popularity. While the two may seem equally popular applications,
the install penetration of X is at least 4 times that of Threads.

Install Penetration
6.62% 29.16%
THREADS X
an Instagram app formally Twitter

This confirms and only strengthens the fact that each platform has its own unique audience.
While two platforms may appear to have the same features and functionality, each finds
its own niche and user base.

Marketers, brands and agencies need to take into account a more holistic approach while
making platform specific plans. And this will also increase the role of data and marketing
mix modelling in years to come.

Source: Similar Web data April – Sept 2023 (Android only). The name change occurred in July. Therefore, the data
comparison covers a period of three months before and after the name change.

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Beyond Social Media: Popular E-Commerce Websites & Top Apps

D2C is important, but it appears that Marketplaces are here to stay, and among the
marketplaces, Amazon tops the charts. With fashion specific apps, also extremely popular.

When looking at the website market share, perhaps unsurprisingly, Amazon dominates.
Followed by Ebay, then Etsy, Argos and Temu.

WEBSITE MARKET SHARE

Amazon 24.34%
Ebay 16.81%
Etsy 3.29%
Argos 3.23%
Temu 2.30%

E-commerce Apps also reflect similar results, with Amazon also topping the list. Tesco has
the second highest monthly active users, followed by Temu, Shein and Vinted.

When it comes to engagement however, Temu surpasses Tesco on total session time spent.

TOP E-COMMERCE APPS

Temu SHEIN Vinted Amazon Tesco

Monthly Active Users 2.749M 2.450M 1.805M 10.1M 3.761M

Total Session Time 00:08:42 00:06:22 00:05:09 00:07:47 00:01:28

What’s interesting is that while companies are focussing on D2C strategies and building
strong funnels, it is equally important that they focus on Amazon as an acquisition channel
and create Amazon specific strategies to grow both business and share of voice.

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Streaming vs Social vs E-Comm: Where do

MOST TIME SPENT we spend the most time?

Avg. Session Time

/ 10 Mins
10
Sessions Per Day
/ 10 Nos. 9
8.9

5
4.5

3.06 2.94
3 2.98
2.4
2

0 Streaming Apps Social Media Apps E-Commerce Apps

On average, a user may spend almost the same time per

session across streaming, social media, and e-commerce,
which says a lot about attention spans.

However, the behaviour towards social media tends to be

stickier than streaming, followed by e-commerce.

Consumer behaviour has multiple layers, like an onion, and

as a marketer, one must peel more to learn more.

Source: Similar Web data April – Sept 2023 (Android only)

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It’s good to
(social) detox

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Around a fifth of our respondents have ‘detoxed’ from social media and the majority of
them did so because they believed it took up too much of their spare time with unnecessary,
‘random’ content. Following the detox, they reported benefits such as improved health,
increased productivity and better interpersonal relationships.

Disconnecting from social media helped respondents reduce their screen time, reconnect
with their loved ones and engage in their hobbies, while also getting better sleep and
reportedly improving their mental health. Respondents stated that the detox encouraged
them to be more present and engaged. They described a social media detox as refreshing
and liberating.

Some respondents who gave up trying a social media detox claimed they couldn't keep it
up and were afraid of missing out, so they returned to their former habits.

“Not being on social media "Once you've got used to
made me feel so much more this sort of constant flow of
free” information, it's very difficult
to cut yourself off from it.
You feel like you're completely
ignorant of what's happening
around you."
"It is like alcohol, right? Like
if you consume alcohol in
small amounts, it's good fun,
it gives you pleasure. But if
you become an alcoholic,
there's nothing worse than
that. So it's the same."

Detox Diva Diane FOMO Freddie Never-tried Nigel

Been on a detox Been on a detox but failed Never been on a detox

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Mental
well-being

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While the idea of “good health”
varies from person to person,
the most widely used theme,
even among our respondents,
remains to be eating healthily
and exercising regularly.
Respondents place the
greatest emphasis on eating
a balanced diet, consuming
less junk food, and staying
hydrated. When it comes to
staying fit, the most popular
physical activity is going to the
gym, with 18% of respodents
engaging in it.
“Being healthy is
being in a state of
completeness -
physically,
psychologically
and mentally.”
What's remarkable is how
mental wellness is now
regarded as a component
of good health, and even
our respondents use it as a
standard for living a healthy playing mind-relaxing games,
lifestyle. A whopping 61%
favoured walking as an activity impact on one's mental health.
for both their physical and
mental health. Yoga and
meditation were also given
priority by 20% of respondents. improving good mental health.
15
“You can never
over-invest in
mental health”
Apart from engaging in
physical activities, the
majority of respondents,
who focused on taking care
and achieving good mental
health, emphasised that
being around their family
and friends or taking time
off for themselves, is what
helps them ensure positive
mental health.
Seeking professional help,
by speaking to a therapist,
was also encouraged and
motivated as a step towards
positive mental well-being
by our respondents.
Almost every respondent
had unique methods and
preferences for activities to
help them achieve peace of
mind. Indulging in self-care
experiences, visiting a spa, and
engaging in their favourite
hobbies and interests, such as
writing music, travelling and
are popular and have a positive
As expected, detoxing from
social media played a part in
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Keep Calm & Get Some Headspace

For the very first time, we are seeing the average session
time of mindfulness apps being closer to that of streaming
TOP MINDFULNESS and social media apps. People are taking social detox and
APPS IN THE UK mindfulness more seriously than ever…

The
Mindfulness Insight
Calm Headspace App Forest Timer

Monthly Active Users 206,740 291,628 7,544 211,396 162,992

Daily Active Users 45,519 69,160 952 35,613 47,268

Sessions Per User 2 2 1 3 2

Avg. Session Time 00:02:30 00:02:13 00:02:44 00:03:49 00:06:51

Total Session Time 00:04:12 00:04:06 00:03:49 00:13:17 00:11:48

Source: Similar Web

Headspace is the most popular mindfulness app in the UK with 2,91,628 Monthly Active
Users, and 69,160 Daily Active users.

Insight Timer, another meditation & mindfulness app in the UK, has an average session
time of 6.52 minutes, which is the highest in the category.

On average, people spend about 7 minutes each day using mindfulness apps, engaging
in activities such as meditation, focused attention exercises, journaling, and listening to
sleep stories.

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Influencer killed
the TV star

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The majority of respondents are Influencers were identified

enticed to purchase things as a
result of the social media ads
they see. Overall, purchasing
factors such as price, quality
and brand name remain the
most important considerations.
Although, susustainability has
recently entered the stage as
a key deciding factor for some.
as an important motivation
for respondents to purchase
items through social media.
The majority also recalled
seeing regular ads for apparel
on Instagram, and some
stated they bought products
immediately after seeing
influencer posts and ads.

“[I have] bought through influencers. I’ve bought

products on their recommendations as well.”

@influencerofficial

It was found that respondents purchase a variety of products after stumbling upon ads on
social media; most commonly fashion, clothing, watches, mobile phones, laptops, AirPods
and personal care products. Respondents also mentioned their fondness for getting to
know about discounts on brands through ads on social media, motivating them to buy
and demonstrating the importance of competitive promotional pricing in the current
economic climate.

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Despite the fact Influencers are clearly beyond a growing trend now. Trusted popular
actors remain, well, popular. We pulled out a little comparison across key Influencers and
Actors’ Instagram follower counts in the UK. The result? Hollywood still rules. But Influencers
reign over TV stars.

Influencers Followers Engagement Rate

Joe Wicks (The Body Coach) 4.6M 0.28%

Cara Delevingne 42.5M 0.88%

Joe Sugg 6.8M 0.31%

Logan Paul 27M 2.57%

Alexa Chung 6.3M 0.45%

Actors Followers Engagement Rate

Leonardo Di Caprio 61.8M 0.15%

Brad Pitt 2M 3.89%

Will Smith 64.4M 0.75%

Meryl Streep 682K 3.89%

Samuel L Jackson 8.2M 01.46%

Source: YouGov Influencer

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Sustainability is
sustainable

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While sustainability is gaining more traction now, quality is the most important factor our
respondents consider before purchasing products. Especially when it comes to performance,
feel and utility. Other aspects considered while making a purchase are durability, price,
delivery, reliability and post-purchase customer service. Recommendations and positive
reviews were also cited as important when making purchasing decisions.

MOST CONSIDERED PURCHASING DECISIONS

49%
Quality

36%
Price

8%
7% Sustainability Brand Name

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Social issues and sustainability have a presence, playing

a larger role in our respondents’ purchasing decisions. And
while price remains a key factor, there are other aspects
that respondents look for that influence their decisions to
purchase - including products against animal cruelty,
reusable and recyclable products, and energy ratings for
electronic products.

While purchasing clothing, the majority of respondents

mentioned sustainability is a crucial decision-making
factor. However, other respondents stated that they only
consider sustainability when sustainable products are
available within their budget.

For the average consumer, the main obstacle is the high

cost of sustainable products. Interestingly, respondents
still support and try to live a sustainable lifestyle by buying
secondhand clothing and goods. Further time is needed
before the average consumer cares enough to consider
sustainability as a key deciding factor on brand-new
purchases.

Overall, there is a growing trend and affinity towards

sustainable products. Brands and consumers alike are
giving it more and more importance.

We have observed common themes across product

groups and geographies, where brands have started using
sustainability as a plank to generate consumer preference
and build loyalty.

What’s more, UK consumers also expect brands to be

more sustainable.

Another consideration is that 55% of people in the UK say

that it has become more important for companies to
behave more sustainably because of the impact of
COVID-19.

Source: Think With Google Sustainability Report

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The growth of user searches shows that U.K. consumers have become increasingly more
interested in sustainability issues.

Google Search queries show they aren't just learning about sustainability. They want to
take action.

POPULAR SUSTAINABLE SEARCH TERMS

+92% +89% +60% +37%

Carbon Food Recycling and Sustainable
Neutrality Waste Plastic Diets

TOP ACTION-ORIENTED SUSTAINABLE SEARCHES

+101% +90% +47%

Ways to reduce Is polyesterene Vegan Banana Reusable Vegetarian Reduce Food
carbon footprint recycleable? Bread Cotton Pads Recipes Waste

Source: Think With Google Sustainability Report

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So, how are we doing?

The UK is...

On track to achieve 10.4% of our SDGs have 29.9% of our SDGs

59.7% of its SDGs. limited progress. are worsening.

A few major challenges in achieving SDGs are: Poverty,

Climate Action, Global Partnerships for Sustainable
Development, Responsible Consumption and Production,
and Hunger.

The UK is ranked 11 among 166 countries in achieving

Sustainable Development Goals.

CURRENT MAJOR CHALLENGES IN THE UK

52% 34% 27% 25% 25%

The NHS Climate Brexit Crime Global destruction
change on nature

Source: UK Gov SDG Sustainability Report, Think With Google Sustainability Report

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Switching and
ditching a brand

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The top reasons for seizing the purchase of a particular

brand were: a) Dip in quality b) Becoming too profit-
oriented and perceived as not caring about post-sale
service c) Feeling that consumer privacy and security are
compromised d) If the product did not uphold a warranty.

A significant emphasis was made on after-sales care which

demonstrates the importance of effective customer service
in today’s challenging consumer climate.

Let’s talk about Loyalty

Loyalty programs are everywhere, but loyalty is yet to be
found!

It is surprising - the number of loyalty programs that are

active today and the number of people who sign up.

Want a coffee? There’s a chain offering loyalty program. Want

a hotel stay? There’s a loyalty program for that. Want to shop
for the holiday season? There is a loyalty program for that.

But are these programs really generating loyalty? The

questions remain unanswered as most of these programs
are technically “incentivisation” and “gratification” programs
...and it seems to be all about who gratifies more.

We did some digging and found the industry with the most
loyal customers is Clothing & Fashion. People are least loyal
to Furniture and Homeware.

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TOP RANKING INDUSTRIES FOR CUSTOMER LOYALTY

Clothing and Fashion 55%

Food 51%

Beauty and Skincare 29%

Technology 22%

Alchoholic Drinks 18%

Food Delivery 17%

Furniture and Homeware 16%

With the rise in inflation and cost of living crisis, we also found unsurprisingly that the
pull to save money was more important than loyalty.

Age 16 - 24 Age 25 - 34 Age 35 - 44 Age 45 - 54 Age 55+

“Agree”

72% 70% 64% 59% 40%

Using incentive as a lever is an old practice, but today, brand owners need to get under
the skin of the consumer to understand how to use it as a lever to generate loyalty - else
it would merely be a fight of who offers more!

Source: Emarsys Customer Loyalty Index 2023, Yotpo Customer Loyalty survey

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Spending
habits

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Our survey respondents spend most of their money on

groceries followed by rent/mortgage payments and utilities.
Clothing, travel, gadgets and electrical items followed closely
behind, notably above social activities, which demonstrates
the current financial priorities of many - a clear indication
PURCHASING SCALE that times remain tough for consumers.

62% 19%
Food & Beverages Social
(Groceries) Activities

61% 12%
Rent/Mortgage Personal Care
& Utilities & Hygiene

29% 10%
Clothing Beauty
& Apparel & Skincare

28% 10%
Travel Health
& Transport & Wellness

23% 4%
Gadgets Education
& Electronics

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It’s not just

inflation affecting
buying confidence

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Most of the respondents mentioned that inflation is their top concern and has negatively
affected them, which directly affects their spending habits and purchasing power. But there
are significant other factors affecting buying confidence. The cost of living, especially
energy rates and food prices are the biggest concerns. Second on the list is the current
state of the NHS.

Climate change is the third most worrying social issue in the UK, there’s a real opportunity
for retailers to bring products to market which are both sustainable and eco-conscious,
yet at an affordable price point.

Wages haven’t increased in line with the inflation rate for most people, and some of those
interviewed mentioned their concerns about employed workers having to rely on food banks.

“Minimum wage must be increased so that people can survive this economic
recession better.”

MOST CONCERNED SOCIAL ISSUES

10% 70%
Racism Inflation

17% 51%
Unemployment Healthcare

22% 37%
Crime Climate Change

29% 31%
Poverty Alleviation Brexit

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Post-pandemic
hybrid is here
to stay

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When questioned about how
the pandemic has affected
them, our respondents
provided a key insight into how
the pandemic continues to
influence their lives, ranging
from working patterns to
spending habits.
The pandemic has caused
respondents to become more
cautious and mindful of their
finances and increased their
motivation to save money.
Some respondents cite hybrid
working (or fully working from
home) as how they save money,
whereas others have cut
costs by decreasing spending
on everyday items, booking
fewer holidays and going
to local markets or shopping
at cheaper supermarkets.
Some respondents mention
a new-found inclination and
preference for online buying
over in-store.
The hybrid model of working
has helped our respondents
save on transport costs and
navigate childcare, yet
spending on essential utilities
like electricity, as well as food,
has gone up significantly for
many, due to rising inflation.
Respondents enjoy the
flexibility, increased comfort
and less pressure to go into
33
the workplace when working
from home. Overall, most of
them prefer hybrid working
to always being in-office, or
at home.
“My preferred mode of
working is hybrid. I
really like being at the
office because the social
aspect of work is really
important, especially
when it comes to gaining
confidence at the work-
place and performing -
it's just a good feeling
to be there! But equally,
I don't really like the
fact that you're sort
of pressured to go in
everyday. So it should
be flexible.”
Fewer respondents favour
working from the office
predominantly, stating the
hybrid advantages include
social connections, avoiding
home fatigue, and getting
continuous reminders of
their work responsibilities
if at home constantly.
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The budget
travel boom

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The travel industry was one of the fastest to recover post

the pandemic, making up for losses within 6-months.

Travel is back on track and in its booming phase. With the

majority of discovery, planning, and consideration now
happening online, the planning journey has become part
of the adventure too. In fact, people spend nearly three
times longer planning, booking, and daydreaming about
their trip than they do on the trip itself!

BYE!

74% Planning 26% Travelling

vs.

When we look at search keywords in the UK, the term “cheapest places” in the travel
category has significantly increased in the past year. Along with the “flights anywhere”
trend, it suggests price sensitivity is guiding people’s choice of destination. Value is the
starting point for consumers.

+30% 45%
increase in search interest for of people looking for travel-related
“solo travel” in the UK in the purchases found that the price
last year. was higher than they expected.

Source: Think With Google UK Travel Trends Report

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Tech
advancements

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Respondents showed a strong interest in things artificially

and virtually through technology. Most feel that tech has made
it easier to interact in meetings and communicate with
family. It has also improved entertainment and their lifestyle
with gadgets such as tracking devices and smartwatches.

"Technology has made life easier in general,

with smarter tech in everyday things like a
smart doorbell or a virtual home system."
Overall, we found that respondents are positive about the
possibilities of applied AI for automating all sorts of things,
including self-drive cars, and AI-integrated personal assistants
like Alexa, Siri and Google Assist. AI is the most popular
MOST EXCITING technology to excite people in most age categories.
TECHNOLOGIES

45% - Artificial Intelligence (AI)

13% - None 50 40% - Virtual

40
30
Reality (VR)
20
10

20% - Augmented 21% - Metaverse

Reality (AR)

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Many respondents shared their enthusiasm towards the possibilities of using virtual reality,
too. However, those interviewed felt that VR should be made more accessible to everyone,
indicating that price is still a major factor for the mass use of VR technology. Other major
technologies respondents are excited about include electric vehicles, the Metaverse, 5G,
automation and cloud computing.

Some respondents stated that as the cost of living is increasing they can't afford to spend
a lot on new tech, or are sceptical about some technological advancements. A small proportion
even said they feared rapidly advancing technology, with data privacy being the primary
concern for half of the respondents, as well as concerns relating to the tracking of personal
information via biometrics, geo-location and surveillance. It’s clear that how our data is
treated is more important to consumers than ever, and it’s essential for companies to
prioritise privacy and security. If businesses can reassure consumers of their commitment
to privacy, it may help build confidence in those who are unsure of emerging technology.

Around 15% of all businesses have adopted at least one AI technology, which translates to
432,000 companies across the UK.

Source: UK Government Publication

MOST FEARED ASPECTS OF TECHNOLOGY = 2%

52% 32% 24% 15% 4%

Data Artificial Robots Drones None

Privacy Intelligence
(AI)

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To
Conclude
Speaking to 275 carefully chosen respondents gave us a
fascinating insight into what UK consumers currently care
about, as well as their priorities and opinions.

It is interesting to note that while social media is rapidly

gaining ground, TV remains the most consumed medium.
The increasing prominence of social media has also resulted
in the growth of influencers, who have started to play a
crucial role in motivating people to make new purchases.

As social media continues to evolve and shape consumer

behaviour, there is a likelihood that even the average
consumer will increasingly prioritise sustainability when
making purchasing decisions in the future.

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2024 Expectations
Times have changed. Power has shifted back into the hands of consumers. We are at the
most interesting time in the history of consumerism. Products are evolving, services are
being created, and consumer preferences are changing by the hour. If you are a brand -
there’s only one way to win; to know your consumer, better than ever, better than anyone
else.

We at Schbang follow the principle of keeping consumers at the heart of every marketing
campaign. We believe that consumer obsession shouldn’t end with the product or service
design teams; the agencies and partners in the ecosystem should echo the same. It is with
this sentiment that this report has been our sincere attempt at a systematic deep dive
into understanding today’s modern and evolved consumers of the UK.

You must have had interesting takeaways from the report - it’s data and insight-rich. But
if we were to share with you our biggest learnings: this report is a window into the minds
of consumers, and there’s only one truth; their needs are evolving, and the only way to
stay ahead is to keep understanding their evolving needs. The data points may change,
and the insights, platforms, and trends may change, but the biggest discovery of this
report is that the dynamic nature of consumers will still hold true.

We have had a great time putting this report together, and we hope you have an equally
great time learning and applying from it. Feel free to cut, copy, paste, share - we believe
knowledge and insights are meant for wider sharing. Cite us - our analysts will feel happy!

On that note, some of the key things we’d suggest to watch out for in 2024:

Sustainability is more than just a trend. It’s here to stay and decide the course of
the products and services economy.
Marketers should focus on building Loyalty - it's the currency that will matter the
most.
Communities will be a way to build strong consumer connections.
The social capital of a company is as important as financial capital.
Disruptors can come from everywhere, and in any industry.

Happy sharing and we wish you a very successful 2024!

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As a full service marketing agency, it’s our job to stay relevant

and keep Schbang up-to-date, to better serve our clients
and their customers. We hope you have enjoyed this report
on The Great British Consumer Review and it serves as a
good reference point for many strategies and future
creative campaigns to come.

CONTACT DETAILS

Email: uk@schbang.com
Tel: +44 (0)7564 357 802

London: Schbang
71-75 Shelton Street,
Covent Garden,
London, WC2H 9JQ

Mumbai: Kamala Mills Compound, 301/302 Trade World,

Tower D, Lower Parel, Mumbai, MH - 400013

Created by Schbang UK, Research & Analytics Team.

Design by Sanyogita Nikam schbang.com