Consumidor digital

With the growing of technology, sales in the digital world started to gain strength. Moreover, with the growing of social networks, people don’t look for information anymore; the information comes to us. This originated new decision processes and a new kind of consumer: the digital consumer. Information is everywhere and companies must adapt to this new reality, so that they can grow, because this changed the selling and buying approach.

The growing of the internet, the technological advances and smartphones contributed for the new digital consumer. Costumers want to be well advised in the online world, as in physical stores. Moreover, the look for quality, good prices, security and brands worried with them.

Digital consumer characteristics

More informed

The digital consumer searches before buying. For that reason, companies must provide information about the products/services clearly and in a transparent way. Moreover, when searching a solution, the costumer usually looks for other people’s opinions, who have bought the product/service.

More connected

The digital consumer is connected at any time and any place, mainly because of the growing use of mobile devices.

Less impulsive

The digital consumer is sensitive to price and the consume practises are more thoughtful and conscious.

More exigent

Digital consumers want the company to “talk” with them and clarify doubts as quick as possible, even at the same time the doubts are presented.

More participative

Digital consumer usually shares opinions and experiences: if the product is good or not, if there was any problem related to customer service, etc. Companies may think this habit is disruptive, but no; on the contrary! By knowing different opinions, negative or positive, companies will know if they are providing a good service, if the product matches what customers want or if it needs improvement.

What are the new digital consumer’s habits?

Dynamic: looks for direct, immediate and evolving communication;

Experience: evaluates usability, communication, price, terms of payment, etc, before buying;

Multichannel: there are many contact points that brands may use to interact with the digital consumer;

Artificial Intelligence: by investing on artificial intelligence, the company will save time and money, as well as it eases consumer’s life. It’s the case of chatbots, which provide real time answers;

Mobile: consumers use smartphone to search the solutions they want and if they should purchase or not;

Sustainability: customers don’t want to know only the product attributes anymore; they want to know the ethical posture of the brands and look for sustainable products.

The digital world changed the purchasing behaviour, so brands needs to adapt to the new digital consumer, the new decision processes and the new purchasing options, so that they can find the best ways to sell.