Insight

Consumer pulse survey | Spring 2022

Hot topics include anticipated spend, social media, metaverse, and apparel.

Matt Kramer

Matt Kramer

National Sector Leader, Consumer & Retail, KPMG LLP

+1 614-241-4666

Scott Rankin

Scott Rankin

Principal and the US Strategy Service Line Leader, KPMG LLP

+1 617-988-1474

Julia Wilson

Julia Wilson

ESG Strategy Leader, KPMG US

+1 404-222-3511

A KPMG survey of 1000 consumers in February 2022 reveals that consumers anticipate spend increases, higher prices, and a continued shift to online spending. The survey also looked at the impact of social media, and consumers’ move to metaverse. Explore key findings here and download our reports to learn more. 

Consumers enter the metaverse  

The metaverse is here and consumers are embracing it. Nearly two out of three consumers are at least somewhat familiar with the metaverse. Familiarity is positively correlated with income and negatively correlated with age. Forty percent (40%) of parents responding to the survey have purchased a virtual reality device for their child(ren). Nearly 50 percent of respondents agree that “the metaverse can provide a forum to interact with friends in a way that is as meaningful as in person” and over 40 percent of respondents agree that “engaging with friends in the metaverse is an authentic way of interacting.”  




46%

Forty-six percent (46%) of consumers in our survey agree that “the metaverse can provide a forum to interact with friends in a way that is as meaningful as in person.” 



The impact of social media

Facebook is still the most frequently used social media platform, followed by Instagram, Pinterest, TikTok, and Snapchat. TikTok is noted as the leading social media advertising influence for Millennials (75 percent) and Gen Z (64 percent), with Snapchat at a close second. Some 50–60 percent of survey respondents indicate they sometimes, often, or always make purchases based on advertising recommendations or directly on social media platforms. Respondents who make purchases via social media do their research; they search company websites and product reviews, prefer products made in the U.S., and rely on word of mouth.

Social media engagement by platform

*Totals may not sum to 100% due to rounding.


Social media advertising influence on consumer purchases by age


Gen Z

TikTok 64%
Instagram 63%
Pinterest 59%
Snapchat 55%
Facebook 55%

Millennials

TikTok 75%
Snapchat 74%
Instagram 72%
Pinterest 72%
Facebook 71%

Gen X

Instagram 58%
TikTok 56%
Snapchat 53%
Facebook 52%
Pinterest 51%

Baby Boomer +

Snapchat 45%
Pinterest 37%
TikTok 34%
Instagram 30%
Facebook 22%



Higher prices equal increased spend

Expected increases in consumer spend may be linked to perceived price increases. Approximately half, if not more, of consumers have perceived price increases across all categories since the summer of 2021. Price increases are felt most in groceries, restaurants, and personal care products with 80 percent, 73 percent, and 68 percent of respondents believing prices have increased in these categories, respectively.

Consumer perception on price changes 

*Totals may not sum to 100% due to rounding.

 

*Totals may not sum to 100% due to rounding.

 



Consumers expect to spend less on apparel   

According to survey respondents, apparel spend dropped during COVID-19 and will continue to stay at the same level in the foreseeable future. Approximately one-third of survey respondents expect to spend less on apparel in 2022 than they did in 2019, mainly because they are still going out less. It’s important to note that the majority of consumers who have shopped online in the last three months are purchasing from the same retailers that they used to shop in-store, rather than shopping at new retailers online.

Projected apparel spend and top reasons for spending less 


Read the survey report

The KPMG Consumer pulse survey series explores key, emerging themes around consumer behaviors, purchasing patterns and the economy. Each survey asks 1,000 U.S. consumers, representing all demographics, timely questions about upcoming purchases and economic conditions. We conduct the surveys to help our clients understand consumers, uncover the signals of permanent change and create basis for transforming their businesses to meet customers where they are.

KPMG Consumer Pulse survey | Spring 2022
Hot topics include anticipated spend, social media, metaverse, and apparel.