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1、2024 UK consumer trends reportEssential insight for the year aheadIntroductionThe data in this report comes from a nationally representative survey of 1,000 working age UK consumers,conducted on the Attest platform during November 2023.SampleAttests annual consumer trends report now in its fourth ye
2、ar offers brands a snapshot of the UK consumer as we begin the new year.Our year-on-year data tracks changes in consumer confidence,attitudes and behaviours,providing vital insight for marketing and insights professionals.Following the impact of the spiralling inflation seen in 2022 and 2023,this ye
3、ars report brings some much-needed good news the data shows green shoots emerging.Consumers are feeling more positive and spending more freely especially younger consumers.It might be too early to say were firmly on the road to recovery but what we can say is that consumers are reacting(positively)t
4、o changes in the market.Use this data to help guide your strategy for 2024,and inspire your own consumer research to get intel specific to your business.Jeremy King CEO&Founder,AttestIs the UK economy on the road to recovery?Trend 1.Consumer positivity is on the riseSince last year there has been a+
5、16.4 percentage point increase in the number of consumers who say they feel positive.Today,62.5%of Brits are feeling positively about the future,with 17.0%of those feeling very positive.This is a significant shift and should trickle down into increased spending and consideration.Younger consumers ar
6、e more likely to feel strongly positive:28.4%of those aged 18-24 and 25.0%of those aged 25-34.People living in London are also significantly more likely to report feeling very positive(27.7%),perhaps because the economy is faster to pick up in the capital than in the regions.How consumers are feelin
7、gVery positiveSomewhat positiveNeither positive nor negativeSomewhat negativeVery negative9.4%17.0%36.7%45.5%23.9%17.8%24.1%14.8%5.8%4.8%20242023Trend 2.Consumers need less reassurance In line with the increase in consumer positivity,Brits are starting to want to hear different messaging from brands
8、.They no longer need reassuring marketing,for example about navigating the cost of living,but instead want brands to match their happy mood with funny ads.Just over 55%of consumers want humorous brand messaging(up+6.4 percentage points on last year),while 40.5%want reassuring messaging(down 4.7 pp).
9、However,its worth noting that women desire more reassurance from brands than men(47.3%versus 33.5%).Educational brand messaging is also trending up for 2024(+6pp),with Gen Z driving the demand(39.7%want educational messaging).Types of brand messaging consumers want20232024Humorous:49.0%Motivational:
10、40.4%Reassuring:45.2%Thought-provoking:26.3%Educational:24.2%Inclusive:22.0%Humorous:55.4%Motivational:42.7%Reassuring:40.5%Thought-provoking:31.7%Educational:30.2%Inclusive:21.9%Trend 3.Poverty and inequality are becoming less important issuesFurther proof that the UK is less focused on the cost of
11、 living is shown by how much consumers want brands to take a stand on different issues.While poverty and inequality is still the top issue,we can see that the urgency around it is declining.Today,38.8%of consumers want brands to address the issue,which is a 6.2 percentage point decline on last year.
12、Interestingly,consumer positivity also seems to be translating into less concern about the environment(climate change is down 6.1pp as an issue for brands to represent),although its still a hot topic.Meanwhile,we see a+6.1 percentage point increase in consumers who dont want brands to be political a
13、t all,which is driven by those aged 55-64.At the other end of the scale,younger consumers show a strong desire for brands to take a stand on racism.Issues consumers want brands to represent Poverty&inequalityClimate change Animal welfareRacismWomens rightsDisability rightsLBGTQ+rightsAgeismI dont wa
14、nt brands to be political45.0%38.8%41.4%35.5%28.2%30.4%31.6%27.9%22.2%21.7%15.6%19.7%12.1%11.0%8.6%10.6%16.8%22.9%20242023How consumers are spending Trend 4:Consumer confidence is growingWith an optimistic eye on the future,consumers are starting to loosen their purse strings and spend more freely.C
15、ompared with last year,the percentage of Brits who say they are spending cautiously has declined by 9.1 percentage points,to 52.4%.Consumers aged 18-24,in particular,seem to be throwing caution to the wind when it comes to spending,with 44.6%spending freely higher than any other age group.Shoppers a
16、ged 55-64 meanwhile,over-index for cautious spending(64.8%are spending cautiously).Looking at the regions,there is the most consumer confidence in London and least in the North East.Very freelyFairly freelyNeither freely nor cautiouslyFairly cautiouslyVery cautiously3.4%4.4%15.4%22.2%19.7%20.9%20.1%
17、16.1%41.4%36.3%20242023Trend 5:Consumers are prepared to pay more for preferred productsThe cost of living crisis forced people to sacrifice preferred brands in favour of more affordable alternatives.Green brands typically priced a little higher were one casualty of this behaviour change.But in 2024
18、 we see consumers starting to go back to brands that align with their morals,with a+12.2 percentage point increase in willingness to pay a premium for environmentally friendly/ethical products.In 2023,53.6%of consumers werent prepared to pay anything extra for a green product,but in 2024 that figure
19、 has declined to 41.4%.Shoppers aged below 35 are significantly more likely to shell out for green products than their older counterparts around 20%will pay a moderate amount more.How much of a premium consumers will pay for green products2023No more:53.6%A little bit more:33.8%A moderate amount mor
20、e:11.3%A lot more:1.1%2024No more:41.4%A little bit more:42.4%A moderate amount more:13.8%A lot more:2.3%How many people work from homeTrend 6:People are returning to the officeThe push by companies and the government to get people back into the office appears to be having an impact.The data shows t
21、hat Brits are working from home less;the amount of people who work from home for more than 2 days per week has declined by 5.3 percentage points(to 25.8%).This could be good news for shops,with more people circulating in town and city centres.However,the country is still working flexibly,with 47.0%o
22、f Brits able to work from home for at least one day per week.People aged 45-54 over-index for working fully remotely,while those aged 25-34 are most likely to be unable to work from home.London and Wales have the highest number of hybrid workers.0 days1-2 days3-4 days5 days of moreVariable29.1%30.8%
23、Dont work14.4%16.7%22.8%16.3%12.1%9.0%3.9%5.0%21.9%22.2%20242023Where consumers shop for non-food productsTrend 7:Online shopping has increased in popularityThe dominance of ecommerce for non-food purchasing has strengthened in 2024,with an+8.3 percentage point increase in the number of consumers wh
24、o say they shop mostly or always online(to 50.8%).Less than 19%of Brits show a preference for in-store shopping,with the remainder splitting their purchasing between online and offline.Consumers aged 25-34 show the strongest preference for online shopping,with 60.5%doing it nearly all of the time.Th
25、ey are three times less likely than shoppers aged 55-64 to say they mostly or always shop in store(9.3%vs 28.5%).Always online:5.7%Mostly online:36.8%Equal split between online and in store:34.6%Mostly in store:17.6%Always in store:5.3%Always online:8%Mostly online:42.8%Equal split between online an
26、d in store:30.2%Mostly in store:15.3%Always in store:3.4%20232024Trend 8:Search engines strengthen their position in the shopping journeySearch engines are the primary starting point for online shopping journeys,while marketplaces are the second,but the gap is widening between the two.Nearly 40%of c
27、onsumers will start on a search engine when they want to buy something online,up from 37.4%.In contrast,the percentage who would start on a marketplace falls from 33.6%to 31.2%.Google is by far the most popular search engine,used by 88.1%of consumers when shopping online.Privacy-friendly DuckDuckGo
28、is the next most-used search engine,but by just 3.0%of shoppers,showing that brands really have no choice but to dedicate a large part of their marketing budget to Google Ads.Where consumers start online shopping journeysSearch engineMarketplacePreferred brands websiteSocial mediaVoice assistant37.5
29、%39.9%33.2%31.2%21.1%21.2%7.0%6.1%1.1%1.6%20242023Trend 9:Brand interaction is increasing on TikTokThe number of consumers interacting with brands on TikTok continues to grow,increasing by+6 percentage points,to 33.1%.Those aged 18-24 account for the largest share of users engaging with brands on Ti
30、kTok.Nearly 63%of this demographic can be found there,making it the best platform for reaching them.YouTube also sees growth in brand engagement,with 45.5%of consumers stating they interact with brands on the platform(up+4.5pp).YouTube benefits from strong engagement across all working-age consumers
31、.Where consumers interact with brands on social media49.2%51.6%50.8%50.1%41.0%45.5%25.1%25.6%21.1%33.1%18.6%17.6%13.1%13.6%6.1%6.1%FacebookInstagramYouTubeTikTokX/TwitterSnapchatPinterestTwitch20242023Consumers environmentally-friendly habits Trend 10:More consumers are taking action on plastic wast
32、e Consumers are trying to cut down the amount of single-use plastic they use;47.6%of Brits say theyre using less,which is an increase of+8.8pp percentage points on last year.Alongside this we see a+4.3 percentage point increase in the number of people recycling,to 76.2%.With plastic waste being a ho
33、t topic,consumers will want to see messaging from brands about how theyre minimising their reliance on plastic.And theres opportunity for positive PR around new packaging.This should resonate especially well with consumers aged 45 and above.RecyclingUsing less single-use plasticBuying fewer thingsEa
34、ting plant-based foodsDriving an electric vehicle71.9%38.8%40.8%24.1%6.6%7.9%20.8%36.6%47.6%76.2%20242023In conclusionClearly the UK economy still has a long way to go on the road to recovery,but the early green shoots we see in this data should give brands hope for a more buoyant year.We can alread
35、y see consumer behaviour is changing.If inflation continues to slow and consumer confidence keeps growing it will lead to even more changes in the way Brits shop and spend.Its important that brands keep on top of changing habits as the situation evolves throughout 2024.Regularly surveying your target consumers will allow you to stay in tune with them,helping you to anticipate the market and not just react to it.“.the early green shoots we see in this data should give brands hope for a more buoyant year”What data do you need to be successful in 2024?Speak to us to find out how to get