News Article

Chester firm's research reveals changes in consumer behaviour during lockdown

2 October 2020

Intilery, a customer relationship management (CRM) specialist, analysed 35 million data points to see how consumer behaviour changed in the months following lockdown and revealed significant differences to the times people were opening and reading emails from brands and retailers.

In May, consumers engaged 60 per cent more during the day (9am-4pm) when compared to the same month in 2019.

But there was a staggering 820 per cent decrease in activity between 5pm-7pm, perhaps showing that people were working later as they struggled to find a balance between home and family life.

In June, consumers appeared to settle back into a more typical routine with a 75 per cent decrease in engagement during the day (year-on-year), and an increase of just 30 per cent between 7pm-11pm.

This trend continued in July with 42 per cent less engagement in the working day than the year before, and an 85 per cent drop in early morning engagement (6am-9am), perhaps showing a shift in morning routines with less people commuting.

Likewise, August showed a continued fall in engagement during the day (down 14 per cent on 2019), with data for September so far broadly mirroring the year before and perhaps indicating a steady return to a 'normal' working day.

Gareth James, co-founder and CEO of Intilery, said: "May saw an unprecedented change in working behaviour, but the last few months have shown a steady return to more typical patterns.

"This demonstrates that even in the face of huge upheaval, British businesses and the public have found a way to juggle work and home life as they have adapted to their 'new normal’.

"It's particularly welcome news for businesses with the reintroduction of working from home."

He added: "The data also shows that businesses may need to rethink their approach to time-based marketing.

"The world has changed over the past few months, with working from home becoming an everyday part of life for many of us. Businesses must be ready to respond to these changes in real-time, and to recognise that consumers, now more than ever, are individuals. Our unique technology enables businesses to have their finger on the pulse and understand how and when their customers want to engage, giving them the competitive edge.

"A 20-year old rule book is being ripped up as we speak. Data, individuality and agility is the future."