1、January 2024Dentsu Consumer Navigator:Retail&Shopping 2024|Navigator|Navigatordentsu Consumer Navigator Retail&Shopping 2024About this studyThe survey was conducted by dentsu via Toluna,an online research panel.Administered on December 10th,2023.Distributed among a random sample of 1,000 U.S.respond

2、ents 18 years of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers).Contents0101Top Consumer Insights02Taking Stock of Shopping Habits03Enhancing the Customer Experience04The State of Mobil

3、e&Social Commerce05Closing Thoughtsdentsu Consumer Navigator Retail&Shopping 2024Consumers repertoire of shopping channels grows.Our survey finds respondents who engage in monthly in-store shopping grew 7%compared to last year.That growth did not come at the expense of online shopping,which experien

4、ced a 4%lift over the same period.Notably,monthly shopping via mobile apps saw the sharpest growth,increasing 10%.Online marketplaces,retailers,and mobile apps set to win in 2024.About one-quarter of consumers tell us they plan to use each respective channel more frequently than the previous year.On

5、ly a handful of respondents plan to use each channel less often,setting each up for growth in 2024.Expectations for personalization are growing,and consumers arent impressed.Our study finds that a growing share of consumers expect brands and retailers to offer experiences personalized to their previ

6、ous interactions online or in-store,up to 76%from 57%last year.Yet,consumers say that today shopping experiences and ads are at most somewhat personalized.01dentsu Consumer Navigator Retail&Shopping 2024Shoppers go in-store to buy things and are also hungry for an experience.Several findings in our