Kimola Newsletter 13#: Can everybody see my pool? 🏖️

Here are the recent consumer research reports that are curated by Kimola, prepared for communication and research professionals.

2023 Fashion Trend!

The research conducted by OnePoll on behalf of Marriott Vacations Worldwide with 2,000 people shows that it is highly likely that resorts will gradually turn into workspaces in the new year. According to the striking data of the study, 80% of remote workers consider working remotely from a vacation destination as a way to extend the length of their trip. Additionally, 7 out of 10 people who work remotely (73%) say they take more vacations than before, and more than two-thirds (69%) believe that working remotely brings well-being and happiness. Not surprisingly, respondents cite hotel rooms (25%) and vacation rentals (23%) as the top places to do business while on vacation. In addition, 1 in 6 (18%) people think they are more productive while sitting by the pool.

Outdated Products We Still Use.

A study by YouGov in the UK shows that items that young people have never experienced are still popular. According to the important data of the research, 4 out of 10 people in the digital publishing age still watch DVDs and listen to CDs. On the other hand, in England, where phone booths are quite common, 1 out of every 7 people states that they do not use a phone booth at all. Also, a quarter of respondents (26%) say they have never owned a printed encyclopedia, but half (51%) of respondents still say they have a printed dictionary. Another item that has survived the digital attack is the wall calendar. Although smartphones can send event notifications throughout the year, more than half (55%) of respondents still use a wall calendar to keep track of events and birthdays. All this shows that it is not so easy to give up the things we are used to completely.

Sustainable Options and Hi-Tech!

The research conducted by Tata Consulting Services with 3,000 respondents in the US and UK shows that interest in sustainable shopping is growing and the overwhelming majority of young US consumers are willing to spend more on environmentally friendly products. According to the striking findings of the study, the majority of respondents (86%) say it is important to them that a product is produced or sourced responsibly, while 69% say they have recently paid more for sustainable products. The research also shows that all age groups are interested in technology-enabled shopping experiences such as contactless payment (60%) and using QR codes to learn more (54%).

Consumers Want First-Class Returns.

A study by Loop of 1,000 people in the US to better understand consumer preferences in post-purchase experience shows that 70% of consumers are willing to pay for more flexible returns experiences. Younger shoppers are signalling other ways brands can break the mould post-purchase, beyond an increased willingness to pay for returns. This reveals how young consumers choose to return and what is most important to them in their reverse logistics experience. For example, home pickup is more popular with younger respondents when it comes to the return methods consumers have used in the last 12 months. On the other hand, the price remains the most important factor consumers consider when purchasing, while a retailer's return policy now takes second place. 98% of consumers agree that if a retailer offers a fast, convenient and hassle-free returns experience, they are more likely to shop from them in the future.