Technology definitely changed customers lives. But what exactly and how? I think there are 6 key inventions that lead to changes in customers’ habits. First, a mobile phone which allowed to book services and contact shops remotely. Next a laptop with Internet which gave an opportunity to buy products online. Then, a smartphone with the Internet connection became the greatest power allowing to buy products everywhere at any time. Google and social media made looking for information and reviews about products extremally easy.
Internet users
The biggest invention of all times which significantly changed customers lives is, of course, the Internet. Years ago, till 90’, customers could only shop in the shops they could reach and relay on customer advisor or friends when deciding about a final purchase. Today, thanks to Internet customers have access to billions of products and reviews and can make a purchase within a few minutes.
In 1995 the lucky 0,4% of the world population has access to the Internet. Last year it was 53%. The continent with the most Internet users is North America, where the Internet was born. 95% of the population have Internet access there. Next is Europe with 85%. The least people have access to the internet in Africa, only 35% of the population. Today we surf the Internet mainly using our smartphones. Smartphones generate 52% of web traffic and it is a growing trend. The second most popular devices are laptops and desktops and the thirds tablets.
How customers search for information
Technology changed not only the way how customers shop but also the way of searching for an information. Among the newest trends are:
- Nearly half (49%) of online customers start their search on Amazon, only 36% begin with search engines
- Clients turn to their mobile phones for information. 92% of them make a related purchase
- 72% of consumers search for local information on a smartphone
What consumers buy online
All the customers’ purchases on the Internet are counted today in billions of dollars. Customers buy especially clothes and beauty products, then electronics, toys and hobbies related products and furniture and appliances. The fastest growing categories of products bought online are food and personal care products and fashion and beauty products.
Online video consumption & mobile video trends
You may now wonder what attract customers attention on the Internet. Currently for sure using online videos. 34% of internet users watch up to 2 hours of online videos a week. 2% of the world population watch them significantly longer – more than 10 hours a week. Mobile videos is even more trendy subject right now. Why? Some key facts:
- Mobile accounts for 58% of online video views
- 93% of Twitter’s video views happen on mobile devices
- Marketing videos on Facebook influence a purchase decision of appr. 64% of consumers
Online consumer trends
Customers use of technology is changing constantly. Here are some examples:
- Shopping is the most popular activity on a mobile phone – a few years ago online customers use mostly desktops/laptops for shopping
- 93% of consumers travel up to 20 minutes for their general shopping needs – customers buy from online shops located all over the world, but currently, the Internet is used also to find a local shop.
- Social media, live chats and messaging apps became a common way to contact the seller and vice versa – a few years ago email was the main contact point
- Majority of consumers expect companies to offer free and one-day shopping
Technology made shopping very easy and convenient for customers. Their habits changed and will change with technological development. Currently, the biggest influence on consumer behaviour
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