Digital Marketing Researches & Reports

Global Consumer Insights Survey 2018 | PwC

Consumer Behavior | Global

Half of all online shoppers worldwide use smartphones to complete payment at a brick-and-mortar store, either through customized orders in advance, in-store apps, or a mobile payment platform at checkout. Take a sneak peek at the top insights into the shopping behavior of over 22,000 consumers in 27 territories across the globe surveyed by PWC:

  • Online Shoppers in China (59%) and Vietnam (54%) are much more likely to purchase groceries online, while online shopping Canada (8%) and Belgium (9%) are less likely to do so.
  • In terms of the most used devices for online shopping, PC still ranked the top although it decreased from 27% in 2013 to 20% in 2018.
  • In contrast, mobile devices have risen steadily in recent years to ranked the next with a rate of 17%, followed by tablets.
  • Concerning the delivery, 41% of online shoppers worldwide are willing to pay extra for same day delivery.
  • 40% of respondents would consider a drone as a delivery method. Only 16% of them would do so with any products, while 22% would do so for low-value products.
  • More than a third of respondents still hadn’t experienced virtual reality in store so this trend is moving slowly.
  • 41% of respondents have no problem with retailers monitoring their shopping patterns to tailor special offers for them, compared to 34% who want retailers to send special offers for them when they are in the vicinity of the store.
  • When online shoppers went online to get inspiration for purchases, social networks are the first choice for 37% of them, followed by individual retailer websites (34%) and price comparison websites (32%).
Global Consumer Insights Survey 2018 | PwC 1 | Digital Marketing Community

A Figure Shows the Satisfaction Proportion of Virtual Experience of Products and Services (Augmented Reality)


Data were driven from over 22,000 online shoppers in 27 territories across the globe.


Market Research

PwC is one of the leading professional services networks in the world with offices in 158 countries and more than 250,000 people. PwC helps organizations and individuals create the value they’re looking for and achieve the goals they're seeking, by delivering quality in assurance, tax and advisory services.At the end of 2018, PwC firms provided services to more than 429 of the Global Fortune 500 companies besides more than 100,000 entrepreneurial and private businesses achieving gross revenue by US$41.3 billion, up 7% on the previous year.

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