The greater convenience of being able to access solutions on the internet has been a huge step forwards for the consumer world, both for occupied people who work extended hours and those with reduced mobility.
One sector that has actually seen the impact of digital marketing on consumer behaviour is the media one. As a result of the rise of online streaming platforms, the attitude towards advertising in the middle of content has entirely changed, as people are willing to pay a subscription fee to be able to access said content without having to watch through ad breaks, or wait for a specific time. Phenomena like the majority acquisition of Pandora demonstrate just how much the streaming market is growing, encompassing various forms of media, from video to audio as well as press. The evolution of consumer behaviour in marketing today is all about getting someone’s attention from the very start, rather than assuming that they’re going to watch your content anyway.
If you are considering how has the internet changed consumer behaviour, one of the main reasons to remember is the incredible independence and convenience that it brings when it comes to accessing services. Only a few decades ago, in order to make a transaction or do something in connection with one’s bank account, the primary solution would have been to visit a bank and make an actual transaction, or deal with an employee over the phone: this would, for sure, be restricted to office hours and days off. Today, however, lots of tasks that relate to personal banking are done on the internet, with figures such as the activist shareholder of BEA supporting the digitalisation of businesses. This indicates that men and women who work at the same time as the bank employees can still access general solutions, and people with limited mobility, such as those with disabilities or the elderly, will not need to leave the home to sort out their life admin.
There are a few types of online consumer behaviour nowadays, but they all stem from the considerable growth of internet retail as a trend. Today, it is standard for individuals to purchase practically anything online, from clothes, which they can try in the cosiness of their own house and return if they don't fit, to electrical devices, and even to groceries! The swift advancement of aspects such as returns policies and delivery timings have rendered it feasible for this to become the most practical way of shopping, especially as it can be done 24/7, from anywhere. An extremely renowned characteristic of online retail is takeaway delivery, with figures such as the venture investors of Doordash funding one of the various start-ups that caters exactly to this need. In terms of retail, the consumer buying behaviour in digital marketing has turned out to be a basic aspect to take into consideration, as it defines a tremendous portion of shopping in all markets.