Consumer 2.0 Consumer Analysis

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B : What is a 2.0 consumer “Consumer 2.0” is a concept which describes the behaviors related to how consumers interact with information in the context of the purchase decision lifecycle. Birckhead (2014) http://davebirckhead.com/ This typology of a consumer is not a niche and in 2014 it was estimated that over 150 million US consumers can be labeled “Consumer 2.0”, this has certainly increased even more throughout 2015. Consumer 2.0 is more likely to access digital information, less trusting of brand-sponsored advertising, more comfortable buying online and less reliant on their own physical experience in making a purchase decision. These 2.0consumers have a lot of trust and take into account the opinions and experiences of their close circles and trusted connections. Taking the existence of the 2.0 consumer into account when creating a digital marketing strategy is a primordial step for brands today and they must facilitate their needs with the possibility of shared experience and interconnectivity amongst consumers while implementing systems to measure their impact on the business. (Bill Hanifin, 2011). …show more content…

Today, in 2015 we, the general public are practically inseparable from our mobile devices, our mobile phones, laptops, tablets and even smart watches. In the past we used to book holidays through a tourist agency, we used to have a paper ticket – nowadays we can research, compare, book and even check-in online for our holidays, and of course we can have our ticket on our mobile phones. Technology has changed a lot and consumers have changed and will continue to change with it. Orr (2013) has proposed several ways in which the online consumer’s behaviour has changed and suggests that brands need to take this into account and adapt their digital strategy to better facilitate this new “2.0 Consumer”. Consumers Shift to More Sophisticated

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