By Rakhee Naik. The rise of the online-first shopper is no longer a trend, it’s a reality. KLA, in partnership with YouGov Profiles (which tracks South African adults with access to the internet, aged 18+), took a look at a growing consumer segment that’s shifting the way brands need to think about engagement, media strategy, and retail experiences, namely the Hermit Consumer.
This consumer isn’t anti-social – they’re just selectively social. They value convenience, digital efficiency, and personal wellbeing over traditional shopping habits. And their numbers are growing fast.
Between March 2021 and March 2025, the share of people who prefer shopping online over in-store more than doubled, rising from 22% to 49%. While the pandemic accelerated this shift, it’s also tied to broader lifestyle changes: people are busier, more tech-savvy, and increasingly drawn to low-effort, low-engagement ways to get what they need.
Low-contact by design
While 71% of South Africans browse online to see what’s available, Hermit Consumers are far less likely to browse or buy in-store. Interestingly, they’re 21% more likely to spot something in-store and then buy it online, suggesting that for Hermits, physical retail experiences serve more as inspiration than a transaction.
Compared to those who prefer in-store shopping, Hermit Consumers are also much bigger users of click-and-collect, with 44% choosing it versus just 29% of in-store shoppers. They’re also over 40% more likely to use mobile apps for shopping for online orders or in-store pickups. Whether it’s about avoiding queues or getting personalised options, tech is how they move from intent to purchase.
Digital loyalty, with demands
For this audience, value, ease, and shared values matter. A massive 92% say online shopping makes their lives easier, and 84% prefer products that simplify their routines. Their lifestyle is fast-paced: 53% say they prefer eating on the go to sitting down for a meal, and 41% don’t have time to cook. It’s a convenience-driven consumer who also happens to be deeply brand-loyal, as long as the brand delivers on expectations.
Premium preferences, purpose-driven values
Contrary to the stereotype of online shoppers being bargain hunters, Hermit Consumers lean premium and aspirational. They’re drawn to premium brands, quality products, and purpose-led companies — and they’re willing to pay for it.
- 74% say they only buy the best-known brands
- 78% are willing to pay more for luxury
- 65% choose premium products and services
- 81% value expert opinion when choosing products
That said, they’re not careless with money — they’re savvy.
- 76% actively search for the lowest prices
- 88% make the most of sales, coupons, and deals
They know what they want: trusted, high-quality brands that align with their values. That’s also why they respond so well to loyalty programmes.
- 88% see loyalty programmes as a meaningful reward from brands
- 85% are more loyal to brands they hold a membership with
- 81% feel more emotionally connected to brands through loyalty programmes
- 80% spend more with brands they’re loyal to
- 87% are more likely to recommend those brands to others
They’re aspirational, but not wasteful — willing to spend more, if it means getting real value in return. Sustainability also matters.
- 89% prefer sustainable brands
- 66% only buy from companies that reflect their personal values and ethics
Pro-tech, pro-wellness, pro-home
While Hermit Consumers may enjoy staying in, they’re far from passive. They’re ambitious, curious, and connected.
- 86% like trying new brands
- 83% say technology makes their life better
- 78% enjoy entertaining at home
- 76% are not afraid of taking risks
- 68% say their ideal night out is staying in
- 64% agree that having less privacy is the price to pay for greater security online
Their love for innovation also makes them early adopters of tech, from believing in AI as an evolution (78%), to trusting that technology can solve humanity’s biggest challenges (73%).
Communication that works (and what doesn’t)
Hermit Consumers don’t want to pick up the phone — 61% say they hate calling businesses. Instead, they prefer digital, non-verbal channels, with 64% believing that using social media to communicate with brands is the best way to resolve issues.
When it comes to advertising:
- They’re more likely than those who prefer to shop instore, to notice branded emails (52%), online newsletters (49%), and commercials on mobile (37%).
- These same formats also drive purchase — 35% say emails have led them to buy, and 21% cite mobile commercials.
- Traditional formats like magazine inserts (30%) and direct mail (23%) still catch their attention, suggesting this consumer isn’t against print, but selective in what they respond to.
Interestingly, 76% still like to touch and feel products before buying them, reminding us that while they prefer a digital-first experience, they haven’t fully left the physical world behind and still want a tactile experience.
Thoughts for marketers
The Hermit Consumer demands a rethink of traditional engagement strategies, they value:
- Low-touch, seamless digital experiences
- Brand values that match their own
- Innovation that’s intuitive, not intimidating
- High-quality products, delivered with convenience
- Loyalty programmes that deliver real value
As their presence grows, so too does their influence on the retail landscape. For media strategists and marketers, that means omnichannel planning is important – with digital-first, high-convenience and values-led messaging at the core, and enough real-world tactility to keep them connected.
Methodology
Profiles: Segmentation and media planning tool. With data collected daily, YouGov Profiles gives you the power to build and customise a portrait of your consumers’ world. More than 12,500 variables are available in South Africa.
Dataset: 2025-03-16
Population: South African adults with access to the internet, aged 18+ who agree to generally preferring to buy things online rather than in-store. n=1102
Rakhee Naik is a managing consultant: Insights at KLA.
