WOGIBTSWAS.AT STUDY: AUSTRIANS PREFER SHOPPING IN STORE TO SUPPORT RETAILERS
Local shopping is on the rise during the coronavirus crisis
The majority of respondents from both countries (60 percent in Germany and 55 percent in Austria) continue to prefer bricks-and-mortar retail. More than a fifth of German respondents (22 percent) and more than one in four Austrians (26 percent) stated that they enjoyed shopping online before the crisis, but have now switched to bricks-and-mortar retail in order to support local businesses. Of the proponents of offline shopping, 43 percent of German respondents and 49 percent of Austrians stated that they wanted to support local shops right now. Overall, bricks-and-mortar retail is currently very popular.
Clothing, shoes and accessories as well as house and garden items are the most coveted product categories
Most shops have recently been allowed to open their doors again. Forty-six percent of German respondents want to buy clothes, shoes or accessories first, followed by home and garden items (34 percent). In Austria, house and garden items rank first (40 percent). Another 35 percent say they want to shop for clothes, shoes or accessories.
Protective measures are accepted by the majority
Most of those questioned agree with the current protective measures when shopping, such as observing social distancing guidelines and wearing masks. In Germany, 33 percent are ready to implement these measures over the coming months, and another 27 percent over the coming weeks. Thirty-four percent are in favour of observing social distancing guidelines but do not want to wear masks or gloves. However, 6 percent of German participants are unwilling to implement protective measures over a longer period of time. In Austria, almost half of the respondents (46 percent) want to maintain the measures there over the coming months and 28 percent over the coming weeks. Twenty percent say that observing social distancing guidelines is enough. Six percent cannot imagine implementing the protective measures over a longer period of time.
TV and online are currently the preferred media channels for seeking information and news
During the coronavirus crisis, the population’s behaviour has also changed when it comes to seeking information and news. Almost half of the respondents watched TV (Germany: 45 percent, Austria: 46 percent) and 39 percent of Germans are using their mobile devices more. In Austria, this was almost every second person (49 percent). Few respondents in either country stated that they are increasingly relying on print media such as newspapers, magazines and brochures during the current situation.
“Bricks-and-mortar retail is currently very popular, there is a lot of solidarity. People are aware that many local retailers rely on them as customers and want to support them”, says Oliver Olschewski, Managing Director of wogibtswas.at.
“The bricks-and-mortar retail industry is currently struggling to survive. Many consumers want to support local retailers and show solidarity by shopping with them and generating sales”, says Benjamin Thym, Managing Director of the Offerista Group.
From 17 to 21 April, Offerista surveyed 1,395 Germans aged 18 and over about their shopping behaviour during the coronavirus crisis. Offerista used its own app, Marktjagd, to complete the survey.
From 18 to 21 April, wogibtswas.at surveyed 2,290 Austrians aged 18 and over about their shopping behaviour during the coronavirus crisis. wogibtswas used its own app to complete the survey. Additional figures can be requested by emailing email@example.com.
As a shopper marketing network, Offerista Group GmbH offers tailored digital solutions for the location-based marketing of offers and branches. Offerista implements cross-channel campaigns to ensure that advertising messages are transported across a wide range of user-relevant channels. We make consumers so curious about products that they go to the shops and buy them. With a team of more than 120 employees throughout Europe, Offerista provides cross-channel support for retailer and manufacturer brands across all industries at every point in the customer journey. In addition to its headquarters in Dresden, it has further sites in Berlin, Essen, Vienna, Sofia, Budapest and Bucharest. The managing directors are Tobias Bräuer and Benjamin Thym.
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