Mark Newcomer, Chief Strategy Officer & Erika Penrose, Senior Digital Stratagist at CourtAvenue

Introducing CourtAvenue's new market research series:
Street Sense by CourtAvenue

In May of 2024, CourtAvenue launched a new market research series aimed at understanding how consumers navigate the changing world we live in.

Starting with a nationally representative sample of more than 8,000 consumers, we asked about shopping behaviors, usage of AI in daily life, general feelings about the future, and much more.

We were able to cut this data up by age, ethnicity, income, education, and other demographic factors to see interesting trends across generations and get insights into how technology and life intersect.

In addition to our base sample, we are collecting data with target audiences to ask more specific questions about omnichannel shopping, e-commerce behaviors, how consumers react to a brand’s sustainability positions, and more.

Throughout the rest of the year, we plan on sharing quick insights from our research, along with more comprehensive pieces based on the interesting insights we find.

Here are a few to start with:

  • Age, income, and education are strong predictors of more frequent usage of AI tools like ChatGPT and Google Gemini. But one of the strongest indicators is ethnicity, with Hispanic consumers more likely to use AI tools than any other ethnic group, followed by Asians, Blacks, and Caucasians (in that order).
  • More than 60% of consumers look up products while shopping, with the likelihood to look up a product increasing as the price tag increases. AI tools are used more for how to use a product, while Amazon is the number one app for checking on prices. Ratings and reviews are also a top driver of using a mobile phone while shopping in a store.
  • Americans between the ages of 18-25 and 55 or older are more likely to cite challenges with mental health. Those in between are less concerned with their mental health, a consistent trend that has impacted younger generations.
  • Consumers are not all that excited about using in-store tools, such as QR codes or digital video displays. However younger consumers (below the age of 50), prefer in-store digital tools that provide video displays of products, including those with ratings and reviews incorporated.

We have a lot to unpack in the months ahead. Keep an eye out for our first insights report on how different consumer audiences use AI and how they think about incorporating AI into their shopping experiences.