Digital Consumer Trends

1
Digital Consumer Trends
2
Where Are We?
Source Gartner Research
3
Market Overview

• 938 million users worldwide (14.6)
• Developed nations
• 15 of the worlds population
• 88 of all Internet users
• U.S. Internet users 202 million (69
  penetration)
• 60 of the worlds population say they will never
  have a use for the Internet

http//www.internetworldstats.com/stats.htm
4
Just over 60 of Americans went online in
2002 spending 11 hours/week (vs. 8.5 of world
pop.)
In U.S.
E-commerce is 5 of all retailing -- 969
million in one week (8/3/2003) up 27 from 2002
Source Business 2.0
5
What We Do Online

• Almost 2/3 of Americans go online. The top 10
  things they do online are

Source Pew Research Center, Report on Internet
Activities, http//www.pewinternet.org/reports/cha
rt.asp?imgInternet_Activities_1.14.04.htm
6
Seven Emerging Trends

• Individuals' interconnectivity is increasing.
• The information playing field is being leveled.
• Relevance filtering is growing
• Niche aggregation is growing
• Micropublished self-expression is blossoming
• The "prosumer" is rising
• It's on-demand everything, everywhere

Source http//www.clickz.com/experts/brand/capit
al/article.php/3510081
7
Challenges

• Digitally empowered customers are harder to find
  and attract
• Audiences filter through the abundance of
  available information, seeking personally
  relevant content
• Individuals spend more time interconnected with
  peers
• Digitally empowered consumers expect more and are
  hard to satisfy

Source http//www.clickz.com/experts/brand/capita
l/article.php/3520841
8
How to Build Closer Relationships

• Marketers must shift their strategic thinking
• Invite your audience to participate in your
  campaigns e.g. Doves Campaign for Real Beauty
• Allow customers to co-create e.g. Sony
  Playstations Freedom campaign
• Enable and facilitate connections among your
  audience e.g. GMs FastLane Blog
• Hand over control to consumers wherever possible