Research conducted by market research and data company YouGov explored the public’s concerns about the current state of last-mile delivery, highlighting the stresses and concerns consumers have as a result of online delivery and on-site utility services. Shockingly, nearly 1 in 10 consumers are too scared to use the toilet when waiting for a delivery, for fear of missing it.
The research revealed, for the first time, the ICurve – a detailed graph of how modern consumer demand maps to their busy lives. The ICurve is conclusive evidence of the Individual Economy, or IConomy, which describes how retailers, services providers and individuals demand personalised service and will reject those unable to meet their expectations.
However, the report also revealed the darker ramifications of current delivery practices, specifically the effects deliveries have on consumers’ work-life balance and mental wellbeing. 32% of respondents who work full or part-time had to take official leave to wait for a delivery. Moreover, more than one in five said it cost them money as they could not go to work due to a service or parcel delivery. With 75% of the UK population currently in full or part time employment, having flexibility is becoming increasingly important.
Overall, this year’s research revealed 71% of respondents cited physical and emotional disturbance around delivery appointments. 40% of respondents felt stress and anxiety while they waited for a service or parcel delivery, 13% were forced to cancel social plans, 11% experienced disrupted sleep and 7% felt uncomfortable using the toilet.
“Home delivery of goods and services combines all the top stress triggers. Missing out on social engagements and potentially risking a medical issue, by avoiding the call of nature, are symptoms of modern life being less healthy than many who enjoy the benefits of personal technology may realise.” TV Psychologist Emma Kenny.
According to the report, based on a statistically representative 2,000 respondents across the UK, 75% of overall respondents are available for delivery availability between 05:00 a.m., or five in the morning, until 22:00, ten o’clock in the evening. This extended window for deliveries is in contrast with the set up for typical delivery firms who typically operate between 07.30 and 19.30, a twelve-hour window that still therefore misses out on 42% of shopper-acceptable delivery times.
Not all delivery times are equal. Over half of those polled, 53%, want specific delivery slots which are the least disruptive to their personal life and 30% want those least disruptive to the working life. The resulting ICurve, of preferred delivery slots, differs greatly by individual. Respondents aged 25-55 prefer deliveries between 18:00 – 20:00 in the evening, whereas respondents aged 55+ prefer goods and services delivered between six and eleven in the morning.
The ICurve itself varies not just by age, but also gender, type of service, geography, family sized and working status. For instance, 65% of respondents who work full time prefer delivery services between 18:00 – 20:00, meaning for this typically busy, and high-spending demographic, most existing delivery services do not work.