From Consumer to Co-Creator Final
This time it’s personal: from consumer to co-creator
In this report
1. Executive summary 2. New consumer trends Breaching the boundaries of market segments: color-matching the chameleon consumer Brand loyalty: a double-sided global coin From mass broadcasts to self-selection: consumer communication gets personal The know-it-all, have-it-all consumer The consumer to partner metamorphosis 3. Implications for business Engage in dialogue with the consumer Make service personal Provide an end-to-end brand experience Deliver consistent multi-channel service Make consumers business partners 4. Business-critical checklist 5. The design of the survey 1 4 5 8 10 14 16 20 21 26 28 31 34 38 40
This time it’s personal: from consumer to co-creator
1. Executive summary
Consumers are harder to define, understand and please than ever before. Digital technology is altering not only how, where and when consumers shop, but is transforming their expectations of, and interactions with, all suppliers — from retailers and manufacturers to governments and utilities. This upheaval has come so fast that many organizations are struggling to adapt their business models to keep up with the evolving demands of consumers and the escalating potential of technology. And one thing is clear: the future will be no less turbulent. To get a clear picture of the new consumer and offer solutions to how organizations can keep pace with their shifting needs, in 2011, Ernst & Young conducted an extensive international survey. The survey took the pulse of almost 25,000 people of all ages and backgrounds, in 34 countries, across mature and emerging markets. It asked each individual detailed questions about their purchasing activities, preferences and perceptions across 10 different products and services, from food and beverages, to consumer electronics and public services. Consumers were either asked to indicate their opinions on a scale from 1 to 10, with 10 being the highest possible score, or to give a
In this report
1. Executive summary 2. New consumer trends Breaching the boundaries of market segments: color-matching the chameleon consumer Brand loyalty: a double-sided global coin From mass broadcasts to self-selection: consumer communication gets personal The know-it-all, have-it-all consumer The consumer to partner metamorphosis 3. Implications for business Engage in dialogue with the consumer Make service personal Provide an end-to-end brand experience Deliver consistent multi-channel service Make consumers business partners 4. Business-critical checklist 5. The design of the survey 1 4 5 8 10 14 16 20 21 26 28 31 34 38 40
This time it’s personal: from consumer to co-creator
1. Executive summary
Consumers are harder to define, understand and please than ever before. Digital technology is altering not only how, where and when consumers shop, but is transforming their expectations of, and interactions with, all suppliers — from retailers and manufacturers to governments and utilities. This upheaval has come so fast that many organizations are struggling to adapt their business models to keep up with the evolving demands of consumers and the escalating potential of technology. And one thing is clear: the future will be no less turbulent. To get a clear picture of the new consumer and offer solutions to how organizations can keep pace with their shifting needs, in 2011, Ernst & Young conducted an extensive international survey. The survey took the pulse of almost 25,000 people of all ages and backgrounds, in 34 countries, across mature and emerging markets. It asked each individual detailed questions about their purchasing activities, preferences and perceptions across 10 different products and services, from food and beverages, to consumer electronics and public services. Consumers were either asked to indicate their opinions on a scale from 1 to 10, with 10 being the highest possible score, or to give a