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Empowered consumers want emotional satisfaction

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The concept of empowered consumers is now a measurable trend supported by data.
In a new report, Forrester reveals how evolution in customer behaviors and attitudes are manifesting themselves, sharing five key changes in consumer behaviours with historic data to back it up.
Of the changes, the report shows that consumers want emotionally satisfying experiences — more than effectiveness or ease — and are willing to switch providers to get them.
In 2011, 30% of customers felt their insurance or financial providers did what was best for their bottom lines at the customer’s expense, yet only one third of them were likely to switch providers.
In 2015, only 19% of customers felt the same way, but 36% were likely to switch.
Meanwhile, the gap between digital and physical stores is closing, as consumers now integrate the two and are more savvy about researching before purchasing.
While only 21% of US online adults in 2013 frequently read detailed peer reviews before making a purchase decision, that number doubled within two years with 42% doing so in 2015.
Seventeen percent (17%) of US online adults now use their mobile phone to get additional product information while walking through a brick-and-mortar store, while 46% want to use in-store tools to visualise products in their homes today.