JOY study by QVC: With optimism (and online shopping) into the new year
What did women enjoy in the Corona year 2020? What do they want to pay attention to in the new year? And what significance does online shopping have for them? These are the questions addressed by the QVC JOY study, which Bonsai Research conducted for the digital retailer. Some of the results of the four-country study (Germany, Great Britain, Italy and Japan) at a glance:
Small pleasures, big impact
More than half of the women in Germany (53 percent) say that in 2020 the small pleasures of everyday life have become more important to them. First place among the me-activities that give women the most pleasure during the pandemic is shared by "watching favourite series or films", "taking a relaxing bath" and "reading a book undisturbed" - followed by online shopping and surfing.
Satisfaction higher than elsewhere
46 percent of women in Germany are grateful for their current life situation despite the current challenges. This means they are more satisfied overall than female consumers in Great Britain, Japan and Italy.
The joy of online shopping
Online shopping is particularly enjoyable for women in Germany when they can discover new products - without having to leave the house to do so (say 43 percent). They also enjoy choosing gifts for their loved ones. 38 percent of those surveyed reward themselves with a shopping spree online - for example, after a hard day at the home office.
"If brick-and-mortar retail only serves basic needs, women will look even more strongly to e-commerce for 'real', enjoyable shopping experiences," states Lennart Neumann, Consultant at Bonsai, in view of the extended lockdown.
Online shopping against the corona blues
QVC has published the results of the study, further graphics and a classification by Prof. Peter Wippermann (Trendbüro):
For QVC's representative study, Bonsai Research surveyed a total of 2,000 women aged 18 and over in Germany, the UK, Italy and Japan online in November 2020 (n = 500 for each country).