When you live in a world that’s attached to its smartphone, it becomes impossible to acknowledge the basic truth that the way we interact with our environment has changed drastically. And when you consider that the original iPhone was announced only 10 years ago, the speed of change is remarkable. So is the increase of digital consumers.
It’s only natural that the largest group of people on the planet, the consumer, has also undergone permanent change. Technology has altered the motivations, expectations and priorities of consumers for good. More than that, it has changed the means through which people shop; the once almighty bricks and mortar store has been forced to concede major territory to online stores.
It’s not just impossible to ignore the base changes to the consumer identity; from a business perspective, it’s also incredibly irresponsible.
The changing face of the consumer
But how, exactly have consumers changed? And why? We set out to answer those two questions at the start of 2017 in order to decode exactly what it means, and feels like, to be a digital consumer. We wanted to understand exactly what has caused consumer expectations to change so drastically, which companies have been instrumental in altering the consumer DNA, and what businesses have to do in order to keep pace. We wanted to unmask the new face of digital consumers.
The full research piece, titled ‘Defining Consumers in the Digital Age’ can be downloaded here. In it, we outline the following five main characteristics of digital consumers:
- They think in terms of platforms
- They are impatient
- They live in their own ecosystem
- They’re hungry for experiences
- They don’t want to be self-reliant all the time
Supporting the notion that consumers are now looking for more from the companies that they shop with, a study published recently in AdWeek revealed that 79% of people in the US would only consider buying products from brands that show they care and understand their consumers. A further 63% said the brands they connect with the most are the ones that do this throughout the customer journey.
Why understanding consumers is fundamental
The digital world has raised consumer expectations and businesses should be doing everything in their power to keep up. But even if most businesses are able to understand the gravity of the task, most are unable to deliver as well as they should.
That’s because the majority of businesses can’t honestly say that they understand the behavior of the anonymous visitors on their website. Which is a huge chunk of the consumer base; both in terms of current customers and prospects. Without having a full understanding of web visitor behavior, businesses will never be able to personalize journeys to the level that consumers now demand.
At Now Interact, we help businesses to evolve into omnichannel powerhouses. Our Artificial Intelligence works to understand, and be reactive to, behavioral data in order to personalize each consumer journey. We understand the importance of treating each of your customers as individuals, and can show you how to do so in a way that increases your profitability.
Decoding the DNA of digital consumers doesn’t need to be a complex process. Read our new whitepaper today to get a clear and concise insight into the mind of your customers.