Post by account_disabled on Dec 24, 2023 10:35:52 GMT
In the last twelve months, and spurred by the COVID-19 pandemic , the consumer has experienced firsthand extraordinarily disruptive changes that have ended up making them almost unrecognizable in the eyes of brands. The metamorphosis of the consumer emerging from the womb of the coronavirus has been particularly profound in the digital ecosystem , where customer behavior has taken an absolute turn. In an article for Internet World Jimmy Jakobson dissects the trends around which the behavior of the new digital consumer who has emerged from the shell after the pandemic pivots : 1. Greater sensitivity in the use and processing of personal data Consumer fear of seeing their personal data devoured by digital platforms has grown over the last year. If in 2013 only 56% of consumers were at the mercy of anxiety over the use of their personal data, in 2019 the proportion had already climbed to 61%.
Since digital services have an increasing role in the life of consumers, they also attach greater importance to the use and processing of their personal data on such platforms. The consumer is aware that their Phone Number List data is extraordinarily valuable and therefore demands maximum transparency from brands when managing it. In fact, when brands raise the flag of transparency and thus earn the trust of consumers, they also feel more willing to share their personal data with them. In these times, brands are obliged to clearly inform consumers about how and why they use their personal information. 2. Growing prominence of sustainability and diversity The environment, climate and equality are just some of the vast plethora of issues that prick the consumer's soul in times of pandemic. Consumers are increasingly concerned about these issues because they come across dense and abundant information about them on social networks, where there are also many debates that revolve around topics such as sustainability and diversity.
Increasingly aware of problems of a social nature, the consumer is also more willing to buy products and services from those brands whose values are in line with their own (and, on the other hand, to turn their backs on companies that turn a deaf ear to the issues that concern you most). 3. Changing needs and priorities The last year was particularly turbulent and consequently consumer priorities have completely changed since March 2020. What consumers value most today is security and this can be seen in their consumption habits. For this reason, if once price and proximity were the criteria that weighed most in consumer purchasing decisions, today such criteria have been replaced by excellence in service and the comfort of the purchasing experience. Regarding e-commerce, when purchasing online, the consumer particularly values that the retailer has a sufficiently transparent pricing policy and that the purchasing process is free of friction as much as possible.
Since digital services have an increasing role in the life of consumers, they also attach greater importance to the use and processing of their personal data on such platforms. The consumer is aware that their Phone Number List data is extraordinarily valuable and therefore demands maximum transparency from brands when managing it. In fact, when brands raise the flag of transparency and thus earn the trust of consumers, they also feel more willing to share their personal data with them. In these times, brands are obliged to clearly inform consumers about how and why they use their personal information. 2. Growing prominence of sustainability and diversity The environment, climate and equality are just some of the vast plethora of issues that prick the consumer's soul in times of pandemic. Consumers are increasingly concerned about these issues because they come across dense and abundant information about them on social networks, where there are also many debates that revolve around topics such as sustainability and diversity.
Increasingly aware of problems of a social nature, the consumer is also more willing to buy products and services from those brands whose values are in line with their own (and, on the other hand, to turn their backs on companies that turn a deaf ear to the issues that concern you most). 3. Changing needs and priorities The last year was particularly turbulent and consequently consumer priorities have completely changed since March 2020. What consumers value most today is security and this can be seen in their consumption habits. For this reason, if once price and proximity were the criteria that weighed most in consumer purchasing decisions, today such criteria have been replaced by excellence in service and the comfort of the purchasing experience. Regarding e-commerce, when purchasing online, the consumer particularly values that the retailer has a sufficiently transparent pricing policy and that the purchasing process is free of friction as much as possible.