Constrained consumers are more likely to be omnichannel shoppers

An overview of purchase channels among constrained and insulated consumers.

Consumers most impacted by the coronavirus (COVID-19) outbreak are more likely to be omnichannel shoppers, according to data from Nielsen.

Globally, nearly three-quarters (72%) of constrained consumers, those whose income and spending have been significantly damaged by COVID-19, shop both online and offline. This is 10 percentage points higher than those whose finances haven't been as i