NEWS9 April 2024

Delineate launches study exploring the ‘now economy’

FMCG News Retail UK

UK – Wales-based insights agency Delineate has launched a consumer tracker focused on consumer attitudes and expectations around the rise in on-demand services.

smartphone with a shopping trolley icon in front of a well lit retail space

The study surveys participants during the day to collect information on key moments, motivations and category behaviours. Modules cover category and brand consumption, media touchpoints and topics.

The ‘Now Economy Trends Report’ series will explore consumer trends and insights for brands, with subsequent reports further exploring category and country specific datasets.

Delineate is conducting the survey through its platform, which has access to consumers in over 130 countries. Reports will be published quarterly with at least 2,000 interviews per month per country. 

According to the inaugural report, 46% of respondents claim to prioritise convenience over in-person shopping experiences.

Roz Sherman-Davies, thought leadership director at Delineate, said: "We see the rise of the digitally fluent ‘now economy consumer’ who live their life through an on-demand lens. Brands must adapt to meet heightened expectations of immediacy and personalisation while maintaining value and finding innovative ways to infuse convenience into the brand experience."