A survey by the consulting firm Mckinsey & Company analyzed the possible behavior of digital buyers when the pandemic has passed. It was carried out in Europe and the United States, but it serves to reflect locally and foresee actions.

The industries most vulnerable to the loss of digital consumers may be the ones that made the biggest gains during the pandemic. New adopters had no choice and the channels they entered were likely new and had a less satisfying user experience than established ones.

Even with differences between countries, regions and industries, consumers show similar expectations. Accustomed to local offerings from the physical world they learned to access digitally, and with increasing knowledge of digital technology they may be reluctant to settle for less. Companies that dare to go digital can achieve greater performance through a virtuous cycle: as more customers use digital channels, they learn from their behavior to improve offers and attract more users. This may be promising for sectors most at risk of losing newly acquired digital users.

Sectors:
Not everything is the same In Europe and the United States, digital adoption grew fastest in public services and travel, (+46%), and in the public sector (+45%), but was weaker in clothing and retail. In 2020, supermarkets saw increased adoption of online, but have since experienced a decline in all-digital behavior. Obviously, highly digitalized industries, such as entertainment, have less room to grow than low-adopted ones, such as supermarkets.

Developed and not so much
Developing countries, such as Brazil, India and Mexico, had greater growth in digital adoption as developed countries were further advanced in digitalization and the percentage of adults with Internet access. It follows that developed countries may see a slowdown in digital adoption sooner than developing countries.

The new digital users
The survey helps define the new digital consumers. At 42 years old on average, they are about three years younger and about 3% wealthier than other digital users, use online channels more frequently than their peers, and spend about 4% more. The pandemic did little to increase digital adoption among lower-income populations, a conclusion that may worry executives and politicians. Most consumers who continue to use those channels will do so out of convenience. Others prefer the physical store.

What do they claim?
In banking, consumers want safer payment methods. The security of personal data is a priority in education, entertainment, telecommunications and the public sector. In groceries, insurance, travel and utilities, consumers are concerned about receiving a refund for returned purchases, chargebacks or undelivered services.

How to improve and retain clients
According to McKinsey, companies can improve their digital services and user trust by innovating in three aspects:

* Increasing privacy and security. Around 44% of respondents do not fully trust digital services.

* Improving the user experience with “phygital” interactions, some of which (expensive or complicated items to buy) may involve a human being. Around 56% of the most dissatisfied users expressed discomfort with the digital UX/UI or lack of sufficient information.

* Making products and services available, improving after-sales service and offering better deals and prices on digital channels. About 39% of dissatisfied users say they can't achieve everything they want on digital channels, and about 20% express a desire to be able to mix online chat with a human.

Accompany throughout the customer journey
Consumers are asking for a more complete digital journey, from product awareness to purchase. For companies, competition includes local and global peers. Executives must prioritize customer data in every decision.

About the authors of the survey
Neira Hajro is a partner in McKinsey's London office. Klemens Hjartar is senior partner in Copenhagen, Paul Jenkins is senior partner in the Oslo office and Benjamim Vieira is partner in the Madrid office.

Por Rodolfo Pollini