With technology becoming ever more influential in our everyday lives, it’s no wonder that we’re already seeing the beginnings of a consumer revolution. It’s an undeniable truth that there’s never been a better time for change, a time when innovation is the main focus of every consumer-facing company. But, what will consumers be talking about in 2022? How will it drive spend behaviours and how can you get closer to them?
Some consumer trends simply can’t be ignored. Here’s a glimpse of what businesses can expect over the next 12 months.
- The Rise of the Mobile-First Shopper
Mobile devices aren’t just phones anymore and they haven’t been for some time. They’re even more powerful and multipurpose than PCs. Shoppers use their smartphones to plan and book vacations, make purchases and order online for delivery. Google even ranks mobile-friendly websites higher than their desktop counterparts in search results from mobile devices.
In 2021, the number of mobile users worldwide stood at 7.1 billion, with forecasters suggesting that this is likely to rise to 7.26 billion. With increased numbers of people turning to the internet to shop, source information or be entertained via mobile, the trend is to ensure that your current website is mobile responsive for all device types.
- Social Media as the Primary Channel for Advertising
More companies are now using social media to advertise, and they are also taking advantage of the new user interfaces and the ease of use. At present, over 4.5 billion people around the world use social media, with 400 million new users joining within the last year.
By leveraging the power of social media to deliver more relevant, personal and seamless shopping experiences, brands can tap into technologies like virtual reality and augmented reality to offer shoppers more relevant, personalized and intuitive shopping experiences.
According to the Global World Index, 54% of people on social media use the platforms to research products, with 54% of Generation Z and 49% of Millennials calling social media their preferred channel for ad influence. The global ad spend for social media advertising is projected to reach US$ 173 988m in 2022.
- e-Commerce as a First Option
Can I get it online? Since the COVID-19 pandemic started, consumer adoption of online shopping has accelerated. As people become more interested and comfortable in the online marketplace, they will increasingly use search engines and online shopping apps to look for products and services. In addition, consumers are more likely to compare prices and products before making a purchase. As a result, more consumers are making their purchases online.
More companies are leveraging the internet and e-commerce to expand their customer reach and increase turnover. And customers are more comfortable using the internet for things like online banking and bill paying. In the coming year, we are likely to see more innovations and improvements in how consumers shop online. Consumers will continue to make more purchases online and expect to be able to access their information from any location.
- Consumers Want to be Valued, Or Else:
Customer loyalty is going to be on the wane for those brands that fail to deliver rewarding experiences to their customers and clients. Consumers are aware that if they can’t get what they want from one business, they can easily find another. They are becoming less tolerant of poor B2C experiences and actively share both positive and negative brand reviews for others to see, which could either help or hurt your business. For 2022, it is essential to close all gaps in your overall brand customer experience.
We’re excited to see how businesses embrace these consumer trends within their marketing strategy for 2022. Don’t have one yet? We can help. Contact us today for all your digital marketing needs.
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