To understand the lasting impact of COVID-19 on consumers’ needs, behaviors and preferences, KPMG International has sponsored a consumer pulse survey of over 70,000 consumers across 12 markets in six separate waves over 4 months. Each wave set out to determine how the evolution of COVID-19 is affecting consumer behavior and in turn, what implications this will have for organizations.
This executive summary includes data from the Wave 1 to Wave 5 consumer pulse surveys, which took place between 29 May – 24 August 2020.
Personal safety is a new consumer expectation that is perceived to be a basic need alongside value for money and ease of buying. These basic needs must be met before consumers are able to consider psychological needs such as a great customer experience or the needs of others.
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