Consumers most impacted by the coronavirus (COVID-19) outbreak are more likely to be omnichannel shoppers, according to data from Nielsen.
Globally, nearly three-quarters (72%) of constrained consumers, those whose income and spending have been significantly damaged by COVID-19, shop both online and offline. This is 10 percentage points higher than those whose finances haven't been as impacted (insulated consumers, 62%) and is six percentage points higher than the general population (66%).
Instead, insulated consumers are more likely to shop exclusively offline – over one-third (36%) reportedly do, compared to one-quarter (27%) of constrained spenders.
Nielsen finds that online...