UK consumer behaviour in 2024

Consumer behaviour encompasses an umbrella of different influences – mental, emotional and behavioural. By researching what drives your customers, you can adapt accordingly, making your product more relevant and appealing to them. UK consumer behaviour in 2024 is being influenced by some key shifts in the market which we’ll explore. But before that, let’s dive into what consumer behaviour is, as well as key theoretical approaches to help you glean more from customer data.

Consumer behaviour is an area of market research which involves finding out why customers make purchasing decisions. It involves studying various data points such as consumer preferences, social influences, practical factors, time of purchase, method of purchase and other similar areas.

It also means looking at both the irrational and rational reasons why customers are drawn to certain products. Some of the irrational reasons might include strong emotional reactions. Some rational reasons include usefulness and quality of life improvement.

Studying customer behaviour can be a powerful means to uncover new market knowledge. But there’s not just one approach to consumer behaviour theory. Many contemporary models of consumer behaviour tend to focus on the rational choices that customers make. That’s because they provide empirical and quantifiable data, rather than an analysis of unconscious desires or emotional drives.

Using consumer behaviour models can help you map out a clear buyer behaviour story. This next section explores some of the models we’ve addressed and looks at how you can use them. We provide details on three models, including one traditional model and two contemporary ones.

The learning model is a traditional behavioural model which has its origins in Maslow’s hierarchy of needs. It asserts that customers will look to satiate their most basic survival needs before moving onto more complex or abstract emotional needs. For supermarkets or shops that sell conveniences, the learning model can be a useful asset. It helps you figure out the best way to lay out a shopfront. 

According to this model, a buyer’s ‘black box’ includes certain beliefs, desires, personal values and past experiences that influence their decision to buy certain products over others. Even though black boxes can change over time, buyer characteristics tend to stay relatively the same. 

While it is easier to determine why customers buy certain products based on demographic segments, it may be harder to predict this based on their black box. Some customers will keep going back to the same products even when there are newer and better options on the market. This may be because of nostalgia, sentimental reasons or enjoying seeing an advert from a few years ago.

This model looks at the customer decision-making process in five distinct stages. These stages are:

The assumption made by the EKB model is that customers make rational choices throughout their decision-making process. When discerning which option to pick out of a range of competitors, customers want to find out whether your product benefits them the most. 

Why do customers prefer some products over others? Keeping up-to-date with consumer trends ensures you work out the reasons behind their decision-making. As customer opinions can shift with changes in social and cultural attitudes, businesses that follow these trends often make themselves more competitive.

But before we jump in: SurveyMonkey’s DIY consumer behaviour surveys can help you uncover more about how your customers feel about your product. They validate your startup ideas – instead of going on gut feeling, use the data to help you tailor your products to customer needs.

E-commerce in the UK is becoming a more popular trend, to the point where it is normalised in the country. Statista found that 60 million UK customers shopped online, which means that only a minority don’t. They also claim that the UK has the most advanced e-Commerce market in Europe.

Statista found that the UK has some of the most frequented high streets in Europe. However, their 2023 survey found that consumers said it didn’t fulfil many of their needs and one third of consumers said the high street was ‘getting worse’.

Focusing on providing a smooth online customer experience, is worth thinking about for most UK-based brands. Providing good online customer support is a key component of this, as it makes a long-lasting impression.

Key hint: We found that customers see great use in chatbots, but want human interaction. Customers enjoy the 24-hour service and easy accessibility of chatbots, but 43% still preferred a real-life assistant. 

As of May 2024, over half of Britons said they were affected by the cost-of-living crisis, compared to 48% in March 2024. This means that high cost-of-living continues to impact the British public and could affect decisions such as how much they’re willing to spend, as well as how much your products cost compared to competitors. While 91% said they were affected by high costs in 2022, despite the decline the majority of Brits are still feeling the pinch. 

While you might not be able to predict each individual customer’s mood and how they react to your products, you can look at trends. You should also research environmental factors that could be influencing your customer’s emotions.

Briton’s shoppers are cautiously optimistic. It looks like consumer confidence is on the rise. This might be good news for the UK’s businesses – Deloitte found that consumer confidence had risen by over ten percentage points to –9.5% in Q2 2024. 

Reassuring and empathetic messaging may go a long way with the UK’s customers. You could do this by showing knowledge of the hard choices customers have to make with household spending and how you plan to help them make the most cost-effective decisions. Demonstrating competitive prices is likely to help you stand out amidst the competition. Providing discounts and vouchers may also make your brand more favourable.

The UK comprises many different demographics and identities. Being able to respond to the different needs, beliefs and values can be key for businesses operating in this country. Getting to grips with regional slang and colloquialisms can help companies sound more in touch with a specific part of the country, which could foster better trust. 

As a 2024 UK government report found, London led the way with the highest GDP per head (63,407) and the highest economic growth in the country (2%). House prices were also the highest in the country there. 

With the highest growth in the country, there may be stark differences between London’s commerce sector than with other regions. Being able to respond to the needs, concerns and growth aims of regions outside London could be a key strategy for businesses looking to appeal to new markets and gain consumer trust.

Looking to fuel brand growth? SurveyMonkey’s brand marketing manager toolkit can help you: 

The way that customers use social media – and what platforms they interact with – is constantly shifting. Let’s look at how.

In the UK, people spend more time on TikTok than the rest of the world. However, only 40% of Brits use the platform. This means that a select group of customers is avidly using the platform, while the rest of the country doesn’t engage with it. WhatsApp was used by 79% of Brits by comparison and 73% used Facebook.

With customers engaging more with short videos via TikTok and Instagram, it is essential for businesses to focus on creating video content that’s emotionally engaging and factually informative at the same time. Being able to tap into the distinct British humour can also be a good strategy for brands looking to be more memorable. 

We found that surveys are a great way to track tech markets. Investment services firm Raymond James used them to uncover millennial internet habits. They asked questions like: 

Customers are becoming increasingly aware of the environmental impacts of their purchases. Being able to adapt to their new expectations helps keep your brand at the forefront. So what do UK customers really think?

Even with high costs of living, consumers are still willing to pay premium on green products. A PWC Voice of the Customer survey found that the UK is willing to pay a 9.7% premium on sustainable products. Nine in ten customers said they felt directly impacted by climate change and are prioritising making greener choices.

For businesses erring on the side of caution when it comes to introducing more pricey, greener products, it could be worth taking the chance. Looking at how your pre-existing products meet sustainability quotas and demonstrating this to your customers may be a great approach. 

Swapping out plastic for more sustainable packaging could help you win over the UK’s customer base. Research has found that consumers are angry about plastic waste and are frustrated with reuse and recycling options. 

Businesses can solve customer frustrations by providing biodegradable packaging, or even by creating products based on a circular economy model. Keeping the production cycle as waste free as possible ensures consumers to feel more trusting of your brand. Transparency may also be key here, as well as providing knowledge bases and resources for customers who want to integrate green living more into their day-to-day.

Understanding the reasons and desires behind customer behaviour can help you figure out what customers think of your product and why. As the reasons behind consumer choices constantly change over time due to social, economic, environmental and cultural factors, it’s essential to follow the latest trends. In the UK, we found some interesting new trends including a commitment to sustainability despite a high cost-of-living, the decline of high street shopping, as well as a committed TikTok customer base to tap into. Find out how you can Identify new opportunities in the market with our research solutions.