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The Pandemic Made Us Homebodies and We're Not Going Back, McKinsey Finds

MarketDash Editorial Team
19 days ago
A McKinsey survey reveals that pandemic-era lifestyle changes are permanent, with consumers spending three extra hours weekly on solo activities like online shopping and social media. Food delivery has more than doubled its market share, while social platforms increasingly drive purchase decisions.

Remember when everyone said pandemic habits would vanish the moment lockdowns ended? Turns out we were wrong. According to McKinsey's recent State of the Consumer Market survey, the changes to how we live and shop aren't temporary quirks but permanent rewiring of consumer behavior.

The New Normal: Extra Time, Different Priorities

Here's the fascinating part: consumers now enjoy over three extra hours of free time each week compared to 2019. You'd think we'd be using that time to catch up on all the socializing we missed during lockdowns, right? Not quite. Nearly 90% of that extra time goes to solo activities, particularly online shopping and scrolling through social media.

The numbers tell the story. Nearly 40% of consumers in Germany, the U.K., and the U.S. reported using grocery delivery in the previous week. Over one-third of consumers across these markets now consider Amazon or Taobao their default destination for pretty much everything. And food delivery? Its share of global food service spending has exploded from 9% in 2019 to 21% in 2024. That's not a trend, that's a transformation.

Social Media Becomes the New Shopping Mall

With people spending significantly more time online, digital platforms have fundamentally altered the purchase journey. The survey reveals substantial increases in social media use for product research across all markets. In emerging markets like India, roughly half of surveyed consumers research products on social media before making a purchase. Even in mature markets like Germany, the U.K., and the U.S., 29% of consumers say they've purchased brands they first discovered through social media.

Value Has Been Redefined

Perhaps the most important shift is how consumers now define value. It's no longer just about price. Today's consumers evaluate value through time saved, ease of use, and how well a product or service supports a lifestyle that's home-based but digitally connected. This creates a new competitive landscape where brands and retailers must deliver digital integration and seamless transitions between home life, online experiences, and physical brand interactions.

The pandemic didn't just change where we shop. It changed what we expect from the entire shopping experience. Companies that haven't figured this out yet are already behind.

Back to News

The Pandemic Made Us Homebodies and We're Not Going Back, McKinsey Finds

MarketDash Editorial Team
19 days ago
A McKinsey survey reveals that pandemic-era lifestyle changes are permanent, with consumers spending three extra hours weekly on solo activities like online shopping and social media. Food delivery has more than doubled its market share, while social platforms increasingly drive purchase decisions.

Remember when everyone said pandemic habits would vanish the moment lockdowns ended? Turns out we were wrong. According to McKinsey's recent State of the Consumer Market survey, the changes to how we live and shop aren't temporary quirks but permanent rewiring of consumer behavior.

The New Normal: Extra Time, Different Priorities

Here's the fascinating part: consumers now enjoy over three extra hours of free time each week compared to 2019. You'd think we'd be using that time to catch up on all the socializing we missed during lockdowns, right? Not quite. Nearly 90% of that extra time goes to solo activities, particularly online shopping and scrolling through social media.

The numbers tell the story. Nearly 40% of consumers in Germany, the U.K., and the U.S. reported using grocery delivery in the previous week. Over one-third of consumers across these markets now consider Amazon or Taobao their default destination for pretty much everything. And food delivery? Its share of global food service spending has exploded from 9% in 2019 to 21% in 2024. That's not a trend, that's a transformation.

Social Media Becomes the New Shopping Mall

With people spending significantly more time online, digital platforms have fundamentally altered the purchase journey. The survey reveals substantial increases in social media use for product research across all markets. In emerging markets like India, roughly half of surveyed consumers research products on social media before making a purchase. Even in mature markets like Germany, the U.K., and the U.S., 29% of consumers say they've purchased brands they first discovered through social media.

Value Has Been Redefined

Perhaps the most important shift is how consumers now define value. It's no longer just about price. Today's consumers evaluate value through time saved, ease of use, and how well a product or service supports a lifestyle that's home-based but digitally connected. This creates a new competitive landscape where brands and retailers must deliver digital integration and seamless transitions between home life, online experiences, and physical brand interactions.

The pandemic didn't just change where we shop. It changed what we expect from the entire shopping experience. Companies that haven't figured this out yet are already behind.