Today’s 8 Consumer Habits Of the COMsumer [INFOGRAPH]
Earlier this year I introduced Today’s 8 Consumer Habits of the COMsumer.This is an update to that post with some interesting internet and consumer statistics in the form of an infograph.
As a reminder: Today’s consumers no longer just consume. Today’s consumer has totally changed. They are savvy and they have a voice. They are COMsumers! The name replaces “Con” with “Com” highlighting the importance and characteristics of the 8 COM-habits of today’s consumer.
Here are Today’s 8 Consumer Habits of The COMsumer
1. Today’s Consumers are Dot Com Savvy
They are internet savvy. They are social. They know how to research and leverage the social web to their advantage. The numbers speak for themselves. The number of internet users has grown 356% since 2006. 37% of the world population is on the internet that is 2,405,518,376 people.
The percentage of the population using the internet by continent is :
o North America, 78.6%
o Oceania/Australia, 67.6%
o Europe, 63.2%
o Latin America /Caribbean, 42.9%
o Middle East, 40.2%
o Asia, 27.5%
o Africa, 15.6%
2. Today’s Consumers are Community-Driven
Today’s consumers value their network and community. They value experiential information from their network. They will seek, trust information and recommendations from their networks or community. They no longer just rely on traditional channels. Many of these communities are built on purpose, value and a sense of shared ownership. It should be noted that the average time spent on social networks in North America is 3.2hours per day.
3. Today’s Consumers are Communicators
Today’s consumers value communication.They expect to have a conversation; a dialogue not a monologue.They want relevant and timely information. Recent data has shown the following:
- There are over 10 million social mentions of the Fortune100 each month, with Twitter generating the most amount of chatter
- 55% of consumers share their purchase socially on Facebook, Twitter, Pinterest and other social sites
- 83% of people who complained on Twitter loved the response from those companies that did make the effort.
Even with this data, 70% of brands ignore complaints on Twitter. What a lost opportunity!
4. Today’s Consumers want to Comprehend
Today’s consumers want to understand what an organization and their brand stand for. They want to understand information they are receiving and will go to great lengths to ensure that they are understood. The statistics have shown that 58% of social media users want exclusive brand content and 55% of consumers want feedback on products and services.
5. Today’s Consumers Compare
Today’s consumers will do their homework on products, services and organizations.They will conduct the comparative analysis prior to “consuming” a service or product. They will ask friends, colleagues, and online friends for their opinion to conduct this comparison. It has been shown that:
• Over half of the social networking users who share business related content, do so on Twitter
• 62% internet users use it to conduct research
• 39% of instances where a consumer walks out of a store without buying were influenced by using their smartphone
• 36% of consumers use one or more technologies to browse, compare and buy goods they want
• 93% of US adult internet users are on Facebook
• Facebook is responsible for 86% of social referrals
• 28% of consumers share deals vial social media
6. Today’s Consumers Compose
Today’s consumers will collaborate and/or create options when faced with an unsatisfactory result or a need is missing in the marketplace. They want options and when none is available they will compose them. It should be noted that there are 150+ million blogs on the internet and that the store-front online e-commerce market is worth $231 billion and it is estimated to be $370 billion by 2017.
7. Today’s Consumers Command
Today’s consumers are empowered and command authenticity, transparency and straight-talk. They also want to be interact openly with brands. They are driving change in the market in all sectors.
• 78% of consumers are willing to collaborate with retailers/brands to develop products and services they desire
• 82% of social networking users trust a company more who has a CEO who is involved in social media
8. Today’s Consumers Commit
Finally the 8th habit. Today’s consumers demand commitment by organizations and brands. They expect commitment to all of the above. Commitment to their products and services. The overall customer experience is highly valued by today’s savvy consumer. In return, these consumers become committed and loyal to the brand. Here are more stats that may convince you:
- 53% of active adult social networking users follow a brand
- social media user who receive excellent customer service from brand, spend an average of 21% more than non-social customers
- 61% of consumers are more inclined to spend more money with retailers that implement their recommendations
- Customer experience accounts for 47% o customer loyalty
Let me know what you think. Do you have any of these habits?
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