Consider this: US consumers in 2025 report that they have over three hours more of free time a week, on average, than those in 2019 reported. 3 But they allocate nearly 90 percent of that time to solo activities. The biggest increases are in time spent enjoying hobbies or relaxing independently, shopping, performing fitness activities, and being on social media. Comparatively, the share of time spent with friends, with family, and on in-person cultural activities (such as attending movies, concerts, and the theater) has remained flat—and therefore decreased as a share of total free time. This isn’t to say that consumers intentionally try to maximize their alone time. In many ways, remote work and the acceleration of e-commerce have created additional free time in the week and made staying connected easier to do from home. To be sure, there are variations across markets: Consumers in China report spending more of their free time with friends or family and even more time on self-improvement and shopping for pleasure compared with consumers in the United States. Consumers are also using e-commerce and food delivery services at high rates. Over 90 percent of Chinese and US consumers in our survey say that they shopped at an online-only retailer in the previous month; the same is true for over 80 percent of surveyed consumers in Germany and the United Kingdom. 4 Rates for grocery delivery are also high: Nearly 40 percent of German, UK, and US consumers surveyed report that they used grocery delivery in the previous week. 5 Over one-third of consumers across all four of these regions identify Amazon or Taobao as their go-to shopping destination for all their needs. 6 This growing demand for convenience has cemented a bring-it-to-me mindset that isn’t only reshaping retail but also driving dining and grocery delivery. Food delivery’s share of global food service spending rose from 9 percent in 2019 to 21 percent in 2024 (Exhibit 1). 7 We anticipate that consumer tolerance for friction and inconvenience will continue to decrease while their expectations for service and speed will increase—both within existing categories and beyond them. Consumers will continue to raise the bar: Speed will become table stakes for delivery and e-commerce. Additionally, consumers will add low cost, reliability, and the ability to make returns to their expectations. 2. Digital channels win users but not their trust Consumers tell us that social media is their least trusted source when making buying decisions, yet it’s where they interact with family and friends, who serve as their most trusted sources. Even though trust in institutions and media is low, always-on social and digital channels unconsciously influence consumers’ purchase decisions and brand perceptions. The COVID-19 pandemic drove a decade’s worth of digital adoption in less than a year, altering the way that consumers engage with brands and media. The power and influence of audience aggregators— including search engines and social, streaming, and gaming platforms—expanded as engagement 3 Survey questions: In an average week (including weekends), approximately how many hours do you have for personal free time (not work, school, or sleep)? What percent of that time do you spend in the following ways? McKinsey State of Consumer Market Survey of 2,838 consumers from China, Germany, the United Kingdom, and the United States, April 23 to May 6, 2025 (date range covers differing survey dates in the four regions). 4 Survey question: In the past month, have you shopped at any of the following types of locations? McKinsey State of Consumer Market Survey of 2,838 consumers from China, Germany, the United Kingdom, and the United States, April 23 to May 6, 2025 (date range covers differing survey dates in the four regions). 5 Survey question: In the past week, which of the following have you purchased or spent money on? McKinsey State of Consumer Market Survey of 2,838 consumers from China, Germany, the United Kingdom, and the United States, April 23 to May 6, 2025 (date range covers differing survey dates in the four regions). 6 Survey question: What’s your level of agreement or disagreement with the following statements? McKinsey State of Consumer Market Survey of 2,838 consumers from China, Germany, the United Kingdom, and the United States, April 23 to May 6, 2025 (date range covers differing survey dates in the four regions). 7 Euromonitor International database, accessed May 2025. 3 State of the Consumer 2025: When disruption becomes permanent