The Great Reopening

In the The Great Reopening: Shifting Preferences, PYMTNS identifies the four major persona types of digital consumers that have emerged amid the COVID-19 pandemic. We surveyed 2,065 U.S. consumers about their brick-and-mortar and online shopping behaviors to find out which personas were most likely to keep their newfound digital shopping habits, why they are driven to do so and how this might help shape the post-pandemic economy.

Inside the May study:

  • 52.3 percent: Share of safety shifters who are “very” or “extremely” interested in digital shopping options
  • 81.2 percent: Portion of convenience shifters who want merchants to provide order-online-for-delivery options
  • 40.0 percent: Share of office shifters who are “very” or “extremely” interested in leaving their homes to re-enter the world