Clipping of news on Brazilian Culture, Law and Citizenship
07/14/2015
This article was translated by an automatic translation system, and was therefore not reviewed by people.
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We must be aware of the Internet user's behavior, which came out of the shops for online shopping
"We went from in-store to online shopping, from desktop computers to laptops and later for tablets and smartphones"
Clearly the internet and new digital technologies have brought major changes in the consumer profile. Today, a customer knows exactly what he wants, when he wants and where will buy, after much research and learn about the solution you are looking for. In addition, consumers have become more alert and ready to demand their rights.
Another issue which is rather clear is the amount of channels and devices that can be used to access content, send a message or even make a purchase. We went from in-store to online shopping, from desktop computers to laptops and later for tablets and smartphones.
With so many changes, we must be alert to Internet user behavior. Reflecting on the subject, I list below five new trends to which we should pay attention:
1. The consumer is the main opinion leader
The opinion of a customer is worth a lot, and can completely transform the history of a brand. To get an idea of the weight that the evaluations of people on the web have, according to a recent Nielsen report - company specializing in consumer research - by interviewing 28 000 e-consumers from 56 countries, it was concluded that 92% of them rely more on recommendations and reviews from other customers than other forms of advertising.
Feedback, experience reports with products and services and opinions are recorded hundreds of times every day and this dictates the pace of the market. All these reports contain valuable information that, when well used by companies can target future campaigns, assist in developing new products that meet the public's needs and even rapid problem solving.
To be able to analyze and make intelligent use of this huge amount of data, however, it is extremely important a tool of Big Data Analytics - rightly focused on monitor and filter out thousands of information and produce accurate reports for companies making decisions.
2. Everyone wants the mobile environment
Experiments with multiple screens already show us that there is a migration trend to the mobile universe, especially the ease with which operates a smartphone or a tablet in any place or situation. With increasingly advanced technology, the trend is that people no longer have desktop computers, to access increasingly its contents and files through mobile devices.
In addition to the online consumer is increasingly migrating on a larger scale for laptops, forcing companies to have responsive sites that fit this format, the launch of the new Google algorithm that prioritizes mobile-friendly sites in search results has the more urgent the need to adapt.
3. economy based on sharing logic
All needs can be easily resolved with the sharing of logic, and we've practiced it for years. What has changed are the tools we use to turn it into business.
Skills, services, products and time become currency in that market. For example, the Bliive allows people to make change time and connect a person able to give guitar lessons to other able to help someone who is struggling to learn English. The Airbnb gives you the possibility to rent the room in a family home instead of booking a hotel while traveling. It also has Uber, which allows everyone to have their private driver as demand.
4. Communication for data and video
Currently the share of usage time of cell designed for voice calls is much lower than that used for data exchange, such as messages, files, videos and even sounds. See and understand this trend is essential to enable companies to develop new interaction mechanisms with its customers as well as create new products and services that meet this consumer profile. The more prepared companies are to provide a service for data and video, the better your chances to thrive over the coming years.
5. Shopping for mobile devices
The m-commerce is still shy not only in Brazil but in the world but tends to grow dramatically in the coming years, especially with the development of more advanced security applications. Diversified forms of payment for the mobile environment also will make people migrate platform and start to consume goods and services directly from smartphones and tablets.
6. The networks will be increasingly targeted and specific
Until then we saw people producing content and sharing thoughts over wide area networks and without pre-defined categorization, such as Twitter and Facebook.
You can see a migration of people to private and segmented networks. Networks only women with curly hair, wine lovers, runners of old age and various other niches are built strategically. Companies create applications to create closer customer interaction and gather the segment in a space only. All this makes sense because you feel potentially more welcomed in a smaller community.
This segmentation of social networks creates an even greater complexity to the work of companies who want to understand the online consumer. However, this becomes a treasure for a good business intelligence plan. With these data associated with the data intelligence work, one can predict consumer lifestyle changes and have a proactive market strategy.
Every day more news emerge about online consumer behavior and what companies are doing to meet this new profile. Now it's up companies accompany them and adapt to the new way of consuming that the Internet provides us all.
Luiz Temponi is CFO of Hekima | Zahpee, monitoring tool of social networks and research accompanying real-time conversations on social networks about brands, products and public behavior.
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This article was translated by an automatic translation system, and was therefore not reviewed by people.