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Startup LocalResponse Targets Twitter Conversations With Display Ads | Digital - Advertising Age

Startup LocalResponse Targets Twitter Conversations With Display Ads | Digital - Advertising Age | Consumer Behavior in Digital Environments | Scoop.it

Tweet a complaint about bad AT&T cell coverage? Don't be shocked to get an ad from Verizonwith information on how to switch carriers the next time you sit down at a PC.

 

Soon, big brands like Coca-Cola, Verizon, Nike and L'Oreal and others will start serving ads targeted to what consumers are saying in social media. These brands and 11 others have teamed up with New York City-based LocalResponse on what it calls "social intent marketing," which means ad that respond to social media conversations in real-time.

Russ Merz, Ph.D.'s insight:

Here comes "social intent" marketing. Is "big brother" watching yet?

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Consumer Behavior in Digital Environments
The Identification, measurement and analysis of consumer types, perceptions, attitudes, and activities in digital environments.
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Channel Migration - The road to growth has many lanes | IRI Reports content from Supermarket News

Channel Migration - The road to growth has many lanes | IRI Reports content from Supermarket News | Consumer Behavior in Digital Environments | Scoop.it

IRI's Times & Trends highlights new developments and critical events across all major CPG categories and channels, providing powerful benchmarking data to help guide your strategic decisions. To provide a framework for protecting and growing share of the nearly $737 billion omni-channel CPG world, IRI conducted a granular analysis of consumers’ evolving path to purchase and its impact on existing and emerging channel trends.

In brief

 

Economic conditions, demographic changes, consumer behavior and technology innovations…during the past decade, these forces converged to set off cataclysmic changes in the consumer packaged goods (CPG) industry. They spawned a consumer marketplace that demands and is adept at finding value. They have supported growth of less traditional grocery channels, such as drug, as well as emerging channels, such as value operators and the Internet. And the influence that Internet-based media, specifically, has had on consumers’ path to purchase is simply profound. Ultimately, all of these forces have combined to forever change consumer engagement and the CPG shopping journey—and the evolution is far from over.

 

Russ Merz, Ph.D.'s insight:

This article includes a link to a report compiled by IRI Worldwide that examined the #PathtoPurchase of #CPG shoppers. Very useful and up-to-date information about the state of #shopping behaviors and how the use of #mobile and #digital technologies is transforming the shopping landscape. Clear #brand management implications.

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Infographic: opportunities and threats of omnichannel for B2B and B2C marketers

Infographic: opportunities and threats of omnichannel for B2B and B2C marketers | Consumer Behavior in Digital Environments | Scoop.it

B2B and B2C organisations are facing similar business challenges and opportunities in meeting increasingly omnichannel consumers' needs, according to research from Oracle. 

 

Loyalty and customer retention are the main focuses for B2C companies, while B2B companies are focusing on adopting techniques often used in B2C to deliver commerce capabilities and customer experiences.

 

The following infographic, created by Oracle Marketing Cloud, compares the priorities, challenges and areas of focus for B2

Russ Merz, Ph.D.'s insight:

A useful summary of the contrasts between B2C and B2B customers and the requirements of each regarding omnichannel trends. The infographic also contains some great summary #stats that highlight the differences.

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Which Types of Product Offers Will Consumers Share on Social Media?

Which Types of Product Offers Will Consumers Share on Social Media? | Consumer Behavior in Digital Environments | Scoop.it

Social media users are more likely to respond to product offers shared by friends and family in their networks than to offers included in sponsored posts and social display ads, finds Yesmail in newly-released survey results. While that’s not an entirely surprising result given the generally greater influence of earned than paid media, the study also details the types of deals that are most likely to be shared.

Asked the types of offers they’re most likely to share with friends, respondents ranked the following among their top-3:

Restaurants (58%);Entertainment (42%);Electronics (31%);Clothing and accessories (31%); andTravel and hospitality (24%).

Additionally, percent-off deals (36%) are more likely to be shared than money-off (26%) or buy-one-get-one-free (17%) deals.

Overall, some 34% of active social media users have shared a product offer with their social networks, with Facebook easily the most popular channel, used by 94% of offer-sharers. (By comparison, just 15% shared on Twitter and 10% on Pinterest.)

Russ Merz, Ph.D.'s insight:

An insightful look at how #socialmedia #sharing behaviors vary across product category. Clear marketing implications for media planning decisions related to paid, owned and #earnedmedia budget allocations.

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Liza Viana's curator insight, October 12, 4:44 PM

What are the top 3 types of deals most likely to be shared? 

Restaurants (58%)

Entertainment (42%)

Electronics (31%)



Dean Ryan G. Martin's curator insight, October 18, 12:17 PM

Entertainment ranks second. This only shows these reality shows are powerful products.

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Consumers Bullish on a Mobile Payments Future - eMarketer

Consumers Bullish on a Mobile Payments Future - eMarketer | Consumer Behavior in Digital Environments | Scoop.it

Despite a fragmented, constantly evolving landscape, proximity mobile payment transaction values and users are expected to grow aggressively in the US over the next five years, according to a new eMarketer report. While many US consumers remain skeptical about using mobile payments in the near term, most can envision a future where paying with a phone becomes as common as paying with a credit card.

Russ Merz, Ph.D.'s insight:

Recent research findings suggest that growing exposure to mobile payment technology will drive adoption and growth of its use.

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Second Screening During TV Time—It's Not What You Think - eMarketer

Second Screening During TV Time—It's Not What You Think - eMarketer | Consumer Behavior in Digital Environments | Scoop.it

As digital devices take an increasingly prominent place in the lives of US consumers, media use is becoming characterized not by the influence of any single device or platform, but by the simultaneous use of multiple ones. Consuming digital content in a nonlinear manner, using whatever screen is most convenient at any given time, is now commonplace. And the fluidity with which people access media—whether TV shows, movies, news, music or games—carries implications for content owners, platform providers, technology firms, app developers and marketers, according to a new eMarketer report, “Simultaneous Media Use: Screen Fragmentation Complements Traditional Channels.” 

 

Of the seemingly infinite ways consumers multitask with media, the most common is the use of a digital device while watching TV. According to a new eMarketer report, more internet users access second screens during shows rather than during commercials, which represents a transformation of TV from being a focal point to being just one of many screens competing for attention.

Russ Merz, Ph.D.'s insight:

Here are the most recent stats concerning #secondscreening by TV viewers. Interesting insight into TV viewing behavior of "digitally connected" consumers.

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Retailers Beware: Online Shopping Trends Are Accelerating - Marketing Technology Blog

Retailers Beware: Online Shopping Trends Are Accelerating - Marketing Technology Blog | Consumer Behavior in Digital Environments | Scoop.it

More people are moving to cities where same-day delivery is not only possible, but already in place in many cities across the United States.

DIGITAL SHOPPING DEFINITIONS:
Webrooming – when a customer travels to a store to make the purchase after researching the product online.

Showrooming – when a customer purchases online after researching the product in the store.

The explosive growth of mobile commerce is bringing the store to the consumer rather than leading the consumer to the store. That changes the profile of retail… massive stores are no longer necessary, in place of smaller showrooms that are more personal with in-depth displays and product assistance. I don’t have to stand in line with a phone or worry about a product being out of stock.

As well, it changes the profile of success for every retail outlet. Online shops don’t just have to compete with the physical stores nearby, they have to compete with every online shop that may have great pricing, free shipping, fast delivery, awesome return policies or great customer service. That means a huge investment in technology rather than continued brick and mortar investments.

Buying products online is a relatively new phenomenon in the worldwide retail sector and it is one that the channel is still trying to get used to. Some retailers have chosen to go online to chase the ecommerce side of the business while some retailers stay true to the traditional, physical retail store option. Of course, some retailers have encompassed both avenues which can lead to fantastic growth.

Russ Merz, Ph.D.'s insight:

A great review of the explosive growth in online shopping with #stats,  and the #retailing trends that are developing

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The Surprising Science Behind Influence and Persuasion - Marketing Technology Blog

The Surprising Science Behind Influence and Persuasion - Marketing Technology Blog | Consumer Behavior in Digital Environments | Scoop.it

According to Dr. Robert B. Cialdini, author of Influence: Science and Practice (5th Edition), I may be onto something. His analysis has found that there are 6 universal principals to influence and persuade individuals:+

Reciprocity – the obligation to give back what you have received from others.Scarcity – people want more of those things that there are less of.Authority – people will follow the lead of credible and knowledgeable experts.Consistency – activated by looking and asking for small initial commitments that can be made.Liking – people prefer to say yes to those they like.Consensus – people will look to the actions of others to determine their own.

This infographic from everreach illustrates the 6 universal principles of Influence and Persuasion:+

 

 
Russ Merz, Ph.D.'s insight:

Need a science based way to evaluate #influencemarketing, here are some principles that may be helpful.

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It's Your Personal Information. Who Do You Trust With Your Data? - MyLife

It's Your Personal Information. Who Do You Trust With Your Data? - MyLife | Consumer Behavior in Digital Environments | Scoop.it

Whether we know it or not, every time we get online we’re building our online profile. It’s not as simple as the accounts we make on social media sites like Facebook or LinkedIn. It’s also the myriad everyday actions such as getting driving directions, initiating a Web search or liking a photo of our friend’s new puppy.

 

This type of online profile isn’t necessarily a bad thing. Companies can use it to provide personalized services like showing you an ad for dog treats. It can also be creepy, like when your search results contain a reference to an email about your upcoming vacation.

 

To find out how people feel about sharing so much private data, we asked 4,000 online adults whether they trusted the companies charged with guarding their personal information.

 
Russ Merz, Ph.D.'s insight:

A recent research study by MyLife found that internet and social media users trust Google over Facebook by a 30 point margin (47% to 17%), and over the government by 24 point margin (47 % to 23%), in the management of their personal information.

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Meet Generation Z: Marketing’s Next Big Audience [Infographic]

Meet Generation Z: Marketing’s Next Big Audience [Infographic] | Consumer Behavior in Digital Environments | Scoop.it

If you’re like most marketers, you’re already clued into the “Millennial” generation — as the children of the Baby Boom, these 20-to-37-year-olds have been called “the most researched generation in history.” But time marches on, and there’s a new generation in town. Generation Z might still be under the legal drinking age (in the US, at least), but they’re rapidly coming into their own — in terms of influence, consumption, and spending power.

Already, Generation Z has distinguished itself from Millennials in very significant ways — from their deepest aspirations to their preferences on social networks. And like all new generations, their behaviors will soon be shaping the status quo. Our new infographic explores Generation Z’s view of the world — and how your company can reach them.

Russ Merz, Ph.D.'s insight:

Facts and #stats about the Generation Z cohort. Good reference material for marketers.

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Eric Hunter's curator insight, October 4, 7:45 PM

The next wave

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The Social Life of the App-Addicted Teen [Infographic]

The Social Life of the App-Addicted Teen [Infographic] | Consumer Behavior in Digital Environments | Scoop.it

Rise and shine—and check your smartphone? That would have sounded foreign to most people 10 years ago, but it's now the natural course of action after shutting off your alarm.

Moreover, it's not just adults who can't start their day without first checking their phone. It's teenagers, too.

Of the 95% of teens in the United States who have Internet access, 78% have smartphones. Those smartphones are jam-packed with apps, including for Facebook, Snapchat, Instagram, and Spotify. Even texting, the most basic use for a smartphone, is being replaced by messaging apps, such as WhatsApp and Kik Messenger.

These days, for teenagers, using their smartphones in any and all situations is deemed acceptable. Whether they are sitting in class or hanging out at home in front of the TV, teens are constantly running apps.

Does any of that surprise you? If you have kids, the answer is probably no.

 

Russ Merz, Ph.D.'s insight:

A summary of some interesting #stats about the daily #digital lifestyles of connected teens. Sound familiar?

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We'll Buy Nearly Anything From a Woman in a Red Dress

We'll Buy Nearly Anything From a Woman in a Red Dress | Consumer Behavior in Digital Environments | Scoop.it

Marketers like to talk about stuff that’s “disruptive.” And when it comes to advertising—actually, when it comes to pop culture in general—few things are quite as disruptive as a woman in a red dress.  

 

Care for some proof?

 

When celebrity photographer Milton Greene shot Marilyn Monroe in 1957, he made sure she wore a red dress. Chris de Burgh was a little-known singer until 1986, when he crooned about his Lady in Red. In 1999’s The Matrix, young Neo nearly took a bullet in the head—and why? Because he was distracted by a woman in a red dress. And while few remember much about Queen Elizabeth’s 2012 jubilee, who can forgetKate Middleton showing up in that red Alexander McQueen dress?

Russ Merz, Ph.D.'s insight:

More on the power of color + imagery to influence consumer psychology and behavior. #advertising #creativestrategy

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New Study Shows Consumers More Receptive To Mobile Ads

New Study Shows Consumers More Receptive To Mobile Ads | Consumer Behavior in Digital Environments | Scoop.it

A new report from the 3rd Annual U.S. Mobile Path-to-Purchase Study was released by xAd and Telmetrics which shows today’s mobile shoppers are increasingly receptive to relevant ads.

 

According to the report, nearly 50 percent of mobile shoppers say mobile ads are informative/helpful, up 113 percent from 22 percent in 2013.

 

In addition, 40 percent of those surveyed report clicking on ads and nearly half of those take secondary actions such as viewing the referring website and searching for additional product information.

Russ Merz, Ph.D.'s insight:

Making the #mobile advertising relevant by using coupons and #geolocation targeting is the key to success. Infographic contains some good stats.

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[New Research] Do Viral Emotions Differ by Age and Gender? | Convince and Convert: Social Media Strategy and Content Marketing Strategy

[New Research] Do Viral Emotions Differ by Age and Gender? | Convince and Convert: Social Media Strategy and Content Marketing Strategy | Consumer Behavior in Digital Environments | Scoop.it

A new study shows that the virality of a piece of content not only depends on the emotional reaction of your audience, but also their age, gender, and other demographic features.

 

When was the last time an article made you smile? Or an infographic surprised you with something you didn’t know? For example, the average percentage markup for the services industry is close to 3,000%!

Are you surprised?

The answer just may be different based on your generation or your gender.

Putting Emotional Response to the Test

Content can inspire a range of reactions, but viral, highly shareable images inspire a range of predictable emotional reactions – and those reactions are different depending on age and gender. This is gold for creative teams, because it means that a quick lesson in basic psychology will improve your chances of a viral hit.

By showing more than 800 men and women between the ages of 18 – 54 a collection of viral images from Imgur, as well as a set of non-viral images for comparison, we were able to determine which emotions are linked to viral content for different demographics.

Their responses were categorized as either positive, negative, or surprised (which can be triggered both positively and negatively) based on Robert Plutchik’s comprehensive Wheel of Emotion. The results give us greater insight into three elements common to how emotions and demographics work together when content goes viral.

Russ Merz, Ph.D.'s insight:

Interesting research that investigated three ways #emotional responses to #viral content and images were manifested across gender and age based #demographic groups.

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Where Can Digital Video Ads Have Consumers' Attention? Smartphones - eMarketer

Where Can Digital Video Ads Have Consumers' Attention? Smartphones - eMarketer | Consumer Behavior in Digital Environments | Scoop.it

The device on which a digital video ad is viewed—not mood, location or content genre—matters the most when it comes to grabbing a viewer's eye, and smartphones are the best at this, beating out tablets and PCs for audience attention. These higher attention rates are proving to boost viewer purchase intent.

Russ Merz, Ph.D.'s insight:

Video ads get the most attention on smartphones according to recent research. Of course, it is hard to avoid an ad on the small screens of most smartphones.

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Interesting infographic: How your brain sees a logo

Interesting infographic: How your brain sees a logo | Consumer Behavior in Digital Environments | Scoop.it

Rob Marsh, the author of Logomaker, put together this infographic based on research results he found in a number of journals. I found the progression from vague shapes to shape descriptions to brand names and finally to value propositions quite interesting. Does your brand’s logo trigger this response in 400 milliseconds?

Russ Merz, Ph.D.'s insight:

A compilation of #neuroscience research findings from 8 studies that help explain how logos and other forms of visual communication are interpreted by the brain. It also suggests that there may be a link to behavior.

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Dean Ryan G. Martin's curator insight, October 18, 12:06 PM

This infographic reminds you to attract people with your logo. Your logo represents your brand. Your reputation depends on it too.

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Millennial Consumers: Experiences vs. Stuff Debate Rages On - eMarketer

Millennial Consumers: Experiences vs. Stuff Debate Rages On - eMarketer | Consumer Behavior in Digital Environments | Scoop.it

Despite financial constraints, US millennials are increasingly a force as consumers; collectively, their expenditures are large and growing, expected to reach an annual $1.4 trillion by 2020. Millennials may prefer spending on experiences rather than "stuff," but they are not unique in that respect. Evidence is thin thus far for the theory that they shun ownership en masse in favor of mere access in a "sharing" economy.

 

Offering a forward-looking glimpse at spending, a June 2014 survey by Harris Interactive asked online respondents about their intentions for the following six months. A slightly above-average proportion of millennials planned to reduce outlays on entertainment and eating out. But they were also a bit above average in stating an intention to buy a computer.

 

Russ Merz, Ph.D.'s insight:

An interesting cross-generational view of consumer behaviors. If the differences seen here hold-up, there will be big changes in category purchase patterns, especially in banking, homes/apartments, and consumer electronics.

 

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Miguel A. de Jesus's curator insight, October 10, 5:33 PM

Hmmm ... great information for marketers.

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Survey: Users Show Interest In Ad-Free Social Network

Survey: Users Show Interest In Ad-Free Social Network | Consumer Behavior in Digital Environments | Scoop.it

After the recent uproar over Facebook’s real names policy that provided rocket fuel to competing social network Ello, the company apologized to the LGBT community and is even readying a separate app that will allow Facebook usage under a pseudonym.

 

These moves are designed to blunt any potential exodus of users and the related PR fallout. The company looks like it has succeeded.

 

Part of Ello’s appeal for some and a central part of its “manifesto” is that it won’t sell user data to advertisers. And just as the Ello story was breaking a week ago, I decided to take a look at how much pent-up demand there is for an ad-free alternative to Facebook.

Russ Merz, Ph.D.'s insight:

These survey results seem to suggest a softening of user support for Facebook and a growing rejection of advertising intrusions into social networks. Stay tuned.

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Consumers on the Changing Role of Digital Channels in the Purchase Journey

Consumers on the Changing Role of Digital Channels in the Purchase Journey | Consumer Behavior in Digital Environments | Scoop.it

Few digital shoppers in developed countries feel that social media will play an increased role in their shopping journeys over the next 3 years, though most consumers in emerging markets such as the BRIC countries disagree. That’s according to a recent report[download page] from Capgemini, which also finds consumers placing less importance on the role of social media than they did 2 years ago. Indeed, compared to the 2012 survey, consumers place less importance on social media in the awareness, choice, and post-sales stages of the shopper journey across each of the 5 verticals measured (food, health, fashion, DIY and electronics). In each case, websites appear significantly more important to the journey, while the role that smartphones play is on the rise.

Those trends ought to continue, according to the survey results. Based on more than 18,000 respondents across 18 markets, the study finds that:

 

Two-thirds of respondents overall expect an increase in online ordering direct from brand manufacturers over the next 3 years;2 in 3 also expect more ordering from online retail stores;Slightly more than half (53%) feel that the role of in-store digital devices will increase;Roughly half believe that the role of mobile apps from brand manufacturers (51%), third parties (50%), and retailers (49%) will increase; whileFewer than half (47%) feel that the role of social media for retail will increase.
Russ Merz, Ph.D.'s insight:

Another reminder that "change is a constant" especially when it comes to consumer behaviors. The research reported here highlights some key behavioral #trends and the roles that #digitalmedia and devices play in the consumer's #pathtopurchase. Some of the findings may upset previously held beliefs about the effectiveness of certain channels--such as social media. 

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The Boomers in 5 charts: Marketers, ignore them at their own risk - Digiday

The Boomers in 5 charts: Marketers, ignore them at their own risk - Digiday | Consumer Behavior in Digital Environments | Scoop.it

Marketers, pay attention: The "new" Boomer has a fresh lease on life and is more tech-savvy than you think.

 

It can be argued that no other generation carries more historic cultural influence. There certainly hasn’t been a more written-about generation. And we’re not talking about millennials here. For all the ink spilled on Baby Boomers over the years, marketers consistently overlook the AARP set.

 

They do so at their own peril.

 

The older Boomers, now into their 50s and 60s, are a living life better, and longer, thanks to health and tech advancements. This generation, according to a new report by JWT Intelligence, is replacing the traditional linear model of life with something more cyclical – they’re dating again, getting married a second or third time, going on vacations, and having kids.

Russ Merz, Ph.D.'s insight:

Very useful information about the "baby boomer" age cohort. Still blazing new trails it seems.

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Digital Customer Experience Success 24/7 - Infographic - Accenture

Digital Customer Experience Success 24/7 - Infographic - Accenture | Consumer Behavior in Digital Environments | Scoop.it
Always on the go, retail shoppers demand engaging digital content, easy access and fast fulfillment—a seamless customer experience across channels, 24/7.
Russ Merz, Ph.D.'s insight:

A good summary of the building blocks for a seamless and successful #retail #customerexperience . Keep and refer to it often.

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Dean Ryan G. Martin's curator insight, October 18, 12:32 PM

Now I understand the journey.

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How 11 ecommerce sites use stock levels to create buyer urgency

How 11 ecommerce sites use stock levels to create buyer urgency | Consumer Behavior in Digital Environments | Scoop.it

In the same way that exclusive offers and flash sales cause shoppers to throw rational thought out of the window, dwindling stock levels create a fear of loss and a sense of urgency that nudges consumers ever closer to making a purchase.

Ecommerce retailers are obviously wise to this as a sales tactic and it's common to see stock information displayed prominently on product pages.

With this in mind I’ve been scouring apparel ecommerce sites to see how different retailers present stock levels as part of their product page design.

 

While it's common for apparel retailers to display stock information, only Boticca attempted to ramp up the fear of loss using dramatic copywriting. Its message was:

Act now, there is only 1 piece left!

I was actually expecting more of this kind of excitable copy, however it seems that most ecommerce retailers are content with taking a calm, subtle approach to stock information, then relying on human emotion to do the rest.

Russ Merz, Ph.D.'s insight:

An interesting article with examples highlighting how on-line #retailers use inventory levels to induce a fear of missing out (#FOMO) among consumers.

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People Are Pretty Much Glued to Technology 24/7 - eMarketer

People Are Pretty Much Glued to Technology 24/7 - eMarketer | Consumer Behavior in Digital Environments | Scoop.it
How often do you unplug from personal technology? According to recent research, 43% of US internet users never do, and 17% only take a break a few times a year. While gender and income don't play major roles in whether or not consumers unplug, age does, with younger millennials the most likely to never take a break.
Russ Merz, Ph.D.'s insight:

Is this type of "dependence" troubling?

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Infographic: The 10 Best Selling Products - Total Customer

Infographic: The 10 Best Selling Products - Total Customer | Consumer Behavior in Digital Environments | Scoop.it
Which products rule the roost People buy things every day, probably every second if you want to really get into the statistics behind that flippant remark. But really how much stuff do people buy? And which products are the most successful at convincing consumers to part with their money? Well, this infographic from Finances Online does …
Russ Merz, Ph.D.'s insight:

If you need to win an argument about which products are sales winners, here is a handy list to reference.

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Why social media is constructing a reality unworthy of your anxiety

Why social media is constructing a reality unworthy of your anxiety | Consumer Behavior in Digital Environments | Scoop.it

Why social media is constructing a reality unworthy of your anxiety, Social networks are fuelling social anxiety on an unparalleled scale and brands are in the firing line, writes Nicola Kemp. | Marketing Magazine

 

Facebook and its ilk are making us miserable. These days, the notion of "keeping up with the Joneses" has been taken to a new level. No longer content to silently ogle the neighbour’s car, today’s savvy consumers are using social-media platforms to compare their lives with those of people they barely know – and coming up short. Through a heavily filtered lens, they are given snapshots of others’ great, albeit highly edited, lives, and are made to feel that they are missing out.

 

The constant stream of curated aspirational identities filtered through Instagram is creating a collective anxiety about where we are in life, according to Lucie Green, editor at trends consultancy LSN:Global. This is particularly prevalent in millennials, who are not only the heaviest users of social media, but also the most ambitious, with a strong notion of self-entitlement – and with the highest expectations.

In effect, social media is creating a driving, self-propelling force of anxiety that motivates us to want more, do more and be more," she says.

Russ Merz, Ph.D.'s insight:

A thoughtful discussion about how #socialmedia may be raising consumer anxieties as it pertains to lifestyle and consumption (aka #FOMO). Worth reading and considering especially given the growing role of brands in social media.

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How to target Gen Z, the new consumer on the block, via mobile - Mobile Marketer - Research

How to target Gen Z, the new consumer on the block, via mobile - Mobile Marketer - Research | Consumer Behavior in Digital Environments | Scoop.it

Their attention spans are getting shorter, they think in 4D, they communicate with symbols and images and their reliance on mobile devices has left them with a lack of situational awareness; this is Generation Z, a group of digital natives who should not be ignored despite their youth.

 

This next generation of consumers has somewhat been neglected as brands and marketers have been focused on Gen Y, or Millennials, for more than a decade now, making them the most researched generation in history according to ad agency Sparks & Honey. But it may be time for marketers to shift their focus – because the Gen Z group, born from 1995 on, comprises 29.5 percent of the population and will continue to out-populate each generation that has come before it.

 

“Don’t treat Gen Z like Millennials — they’re different,” said Sarah DaVanzo, chief cultural strategy officer at Sparks & Honey. “Feed their desire to ‘make,’ collaborate and co-create as they want controls and preference settings, turning their data on and off as they toggle between being ‘INsumers’ and ‘OUTsumers.’”

Russ Merz, Ph.D.'s insight:

A comprehensive discussion with examples of the emerging consumer cohort known as Generation Z and their purchase behaviors. Interactivity and mobility are important to this group. Worth a read.

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