Consumer Trends Index 2023 for Europe
Published by Selligent by Marigold
Listening to consumers is more important than marketing to them. And with a looming pan-European recession, this has never been more important. That’s why Marigold surveyed over 7,000 consumers in Europe on everything from what channels they like to purchase from, why they’ve left a favoured brand and how their spending habits will change due to the rising cost of living.
Here are some of the results:
Email is still performing
48% of consumers in Europe have made a purchase directly from an email they received in the last year. Email is outperforming banner ads by 100%.
Brand loyalty is on the rise
58% of consumers are prepared to pay more to purchase from their preferred brands.
Fewer impulsive purchases, more loyalty benefits
64% of consumers in Europe are “very pessimistic” about the rising cost of living. As a result, 60% of consumers are less likely to make impulsive purchases.
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