consumer behavior

6 Ways Digital Consumer Behavior is Changing in 2022

A digital consumer may be defined as someone using technology to look for and purchase products and services on the internet. Digital consumer behavior is anything that a person does online.

As the needs of these consumers evolve, brands are trying to meet the growing expectations.

This article explores the six consumer behavior trends expected to reshape commerce the most in the year ahead.

1. Sustainability

Globally, 60% of consumers consider sustainability an important purchase criterion. This figure in the US is slightly higher than the global average, at 61%. Consumers are looking for environmentally friendly alternatives when purchasing, increasing the demand for sustainable products. Consumers also see themselves as change agents, implying the need for companies to adapt to this growing trend.

2. Fast Delivery

Convenience plays a significant role in consumer purchasing decisions—the greater the convenience, the higher the demand for the brand. Most consumers make instant online purchases and prefer to receive their products the same day rather than waiting. According to statistics, 49% of shoppers say that same-day delivery makes them more likely to shop online.

3. Product Personalization

Consumers now view personalization as the standard for engagement. Approximately 71% of consumers expect businesses to provide personalized interactions, and 76% are irritated when this does not happen. Consumers expect brands to send them customized emails and messages, which increases their trust in the brand. Research has found that companies that excel at personalization generate 40% more revenue from those activities than average players.

4. Human Touch

85% of the marketers say a human touch is needed in addition to technology for a positive consumer experience. Consumers readily purchase products from brands with which they are intimately acquainted. People nowadays are less likely to purchase products that are solely focused on selling them. They seek an emotional connection and relation with a brand that understands their needs.

5. Inclusivity

Almost two-thirds of consumers are at least somewhat likely to purchase a product immediately after seeing it advertised if the brand embodies diversity and inclusion. People look for brands that accept them, especially in today’s world, where people identify themselves in unique ways. Companies seeking to increase brand loyalty must prioritize diversity and inclusion in their marketing strategy in order to build trust and respect with their customer base.

6. Metaverse Shopping

Virtual commerce technologies have the potential to take online shopping to the next level. These changes started with the use of augmented and virtual realities but are now extending to the metaverse. These advancements could add more dimension to the online experience, including re-creating elements of the physical world.

Tony O. Lawson

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