84% of consumers eager to try new brand experiences when restrictions are lifted, reveals poll

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30th March 2021 15:24 - Retail

84% of consumers eager to try new brand experiences when restrictions are lifted: The survey by independent marketing agency, iD wanted to look at what consumers are seeking from brands post lockdown.

Researchers polled 340 UK consumers between the ages of 18 - 54 (this demographic was selected because it is the "most likely to want to engage with experiences in summer 2021 making their opinions all the more valuable," according to iD, based on its previous marketing experience). Respondents were made up of Generation X (20%), Millennials, or Gen Y (69%) and Gen Z (11%).

The findings from the survey helped inform an in-depth report, titled, ‘Redefining Consumer Experiences Post-Lockdown’.

The survey found that while 84% of consumers want to try new brand experiences when the UK opens up, 65% are keen to go to a festival or an outdoor market as their main experience.

After months of much of life going online, seven out of 10 respondents who had engaged with a digital experience as an alternative to during 2020, said that digital experiences do not compare to the real thing.

The survey also found that over half the consumers polled (55%) had already planned the events and experiences they will have this summer.

In relation to Covid-19, the research found that around six in 10 people (59%) would like to see measures in place at any experience they attend this summer to protect against Covid-19 transmission. 

Zaine Venter, Managing Director – Brand Experience at iD said:

"Digital experiences served as a temporary replacement in a desperate time for the events industry, but they were never expected to be a long-term option moving forward. Instead, we expect them to continue to play an important role in amplifying and widening the live experience reach but never fully replace it.”

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