According to a World Bank report, nearly 49% of the global uses the internet. The organization’s Internet Usage Report estimates more than 90% of the United States population is online. These statistics prove the high access levels of the internet across the world and the number of people working, shopping, and exploring online.
In this age of the internet, companies must consider digital consumers. They are an essential component of a business.
Digital consumers frequently use the internet to research, review and purchase products. From buying furniture to booking online therapy sessions, the internet provides no shortage of products or services.
Is your business penetrating this space? You may sell your product or service online. But are you prepared to engage and entice the digital consumers of today?
Running a digital business takes skill and knowing your audience. Read on to discover what you need to know about consumer behavior.
Who Are Digital Consumers?
You may be wondering who are digital consumers? Why do these consumers matter? Digital consumers are consumers who use technology to sell or purchase products and services. So, whether you are selling antiques on eBay or buying new shoes online, you contribute to digital consumerism.
Currently, there are more than 2.14 billion digital consumers across the world. Like global internet users, this number reveals an extremely large marketing opportunity. Companies have a platform to place goods or services in front of an expansive audience.
Is your business not online? Or do you need to improve your strategy? This statistic can encourage you to create a digital business plan.
What Is Digital Consumer Behavior?
Although it seems the entire world is online does not mean all digital consumers behave in the same way. Digital consumers’ behavior change as rapidly as technology. This behavior refers to what a consumer does or how that person acts online.
The consumer may be more likely to purchase online using their phone instead of a computer. Or, they may tend to purchase during sale periods. Digital consumer behaviors can change depending on your target audience and business.
These are some of the digital consumer behaviors your business or digital team needs to know. To learn more about important digital consumer behavior trends, read the full article.
Purchasing Behavior
Purchasing behavior is how consumers go about buying or disposing of goods. Purchasing behavior also involves consumer’s particular emotions or preferences. You may have an idea of your consumer’s purchasing behaviors, but collecting data is the best way to understand and evaluate.
For example, do you sell wellness or spa products? Consumers may be inclined to purchase from a place of self-improvement.
Their emotions heavily impact purchasing decisions. So your website copy and digital marketing strategy need to appeal to these emotions to convert the sale.
Sites Visited
How can consumers find your website? What competitor sites do they visit? How often do they visit your site?
These are important behavioral questions that reveal consumer’s online habits. By comparing your website to similar sites, you evaluate advantages or disadvantages. This can help create a more efficient digital shopping experience for your customers.
Devices
Do you know what devices your consumers prefer to use? There are some global mobile consumer trends your business should be aware of. For example, is your website compatible with new smartphone devices?
Can consumers access the same site and pages on a traditional monitor or tablet? Have a seamless and easy-to-use interface on all devices.
Drop-Off-Rate and Engagement
The drop-off rate is the rate at which digital consumers leave your site. This relates to engagement. That’s because it indicates consumers’ interest in your website, product, or service offerings.
Website analytics can help reveal this important information. For example, streamline your product page to include brief descriptions. Or, have an easy “add-to-cart” functionality to increase sales.
Does Digital Technology and Digital Services Matter?
You may wonder how much to invest in digital technology and digital services. Consumers want technology. By offering technology and digital services, you deliver quality.
For example, if you sell custom or tailor-made goods, does your website offer consumers these products? Having digital services that mimic in-person service or customer service can help consumers feel cared for. This can entice a purchase.
How Can You Reach Digital Consumers?
Reaching consumers online is not as simple as launching a website or using social media. Your consumer’s specific behaviors will reveal key insights to launch your digital strategy. You should consider convenience and engagement in your digital marketing plan.
Convenience
Does your website or social media channels have a clear call-to-action? For example, is the email, phone number, or contact clearly listed and easy to find?
If you offer customer service, do you consider customer’s busy schedules? Having a 24-hour chatbox or automated email response can appeal to these digital consumer’s expectations of immediacy.
Engagement
Even though digital consumers are online, they still crave authentic connections and engagement. Your business can use social media channels and website copy to engage.
For example, posts or blogs can be great ways to explain your company’s products or services. High levels of engagement can encourage sales. That’s because consumers enjoy your brand or offerings and are willing to make a purchase.
Digital Consumers Are Essential to Your Business Today. Do You Understand Their Needs?
Because of the high level of internet users and increasing business online, digital consumers are essential to doing business today. To make the process of understanding consumers a little easier, don’t be overwhelmed or intimidated by the “digital factor.” Think of your digital consumers like traditional customers with a twist.
Digital consumers still want convenience and to be engaged or inspired by your products and services. But, they have some unique attributes because of the online component. Remember to analyze these key behavioral differences.
Purchasing behavior or device preferences can reveal important information about your consumers. Your business can effectively respond to those needs. If you found this information helpful, check out our other business and technology stories.
