You would think that our world’s remarkable connectivity would be a marketer’s dream come true—the opportunity to reach consumers anytime, anywhere. But, in reality, connectivity has created unforeseen challenges: siloed and dislocated marketing budgets; global brand builders and retailers that, in most cases, still have not unified their approaches to shoppers; and consumers in both developing and developed markets who are becoming dramatically more sophisticated, often in surprising ways.
Recognizing this challenge, we embarked on the Connected Consumer Study to better understand today’s connected consumers. Who are they, what motivates them, how do they behave, and how do they buy differently? How do they differ in developing and developed markets? What is their online shopping journey?
For the study, we surveyed 10,000 “connected consumers”—those who say they connect to the Internet at least once a week, but oftentimes much more. Our survey includes approximately 1,000 consumers each in the United States, the United Kingdom, Germany, Japan, Brazil, Russia, China, India, South Africa, and Nigeria, and it is statistically significant and census-proper in each market
The findings of our study are fascinating and at times counterintuitive. Here’s the quick view:
- See more at: http://www.atkearney.com/consumer-products-retail/connectedconsumers#sthash.Kdo7oU4l.dpuf
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