Three billion internet users cannot be wrong. In 2005 the first billionth human to use the internet logged on and, although the name of that person may never be known, internet users have grown from 1% to well over 40% of the global population — a figure that continues to rise. Each one of those billions of users will use the same websites, software and apps in different ways, generating a new list of rules and considerations for marketers to understand. Media consumption has changed dramatically over the past two decades, and with it come new factors that influence the way information is sought and how that information affects decision making.
Regardless of what is actually being done online, expectations are forever heightened by the progressive technology being used. The following sections explore the key factors that define how digital consumers behave today.
Accentuate the Positives
What Consumers Want: Content
Consumers have become accustomed to accessing the content they want, whenever and wherever they like. As online content has no limits, neither does the thirst for a useful, accessible, rich user experience. Meticulous descriptions, detailed data, honest reviews, high-resolution images and easy navigation are all pre-requisites for digital consumers today.
What Consumers Want: Communication
Instant, direct and open communications are now the norm. Stock levels, purchase confirmation and delivery updates are expected instantaneously. It is not only specification and delivery notes that consumers now expect — advice, guidance, information and issue resolution are available around the clock as a matter of course.
Speed of Access
The speed at which information can be accessed is almost instant and the expectation is that deliveries should follow suit. Next-day and 24-hour delivery has become standard in many sectors. However, the physical world has not always caught up with its digital counterpart — waiting for packages to be delivered in old-fashioned ways is still the reality in many cases. Downloads and emerging delivery technologies are changing the way deliveries are viewed, but the lag between online speed and offline distribution remains ever present.
Screen Size and Responsiveness
The mid-2010s saw a massive step change in digital media as mobile surpassed desktop usage, creating the challenge of inconsistent screen sizes. Consumers expect to see the same content with the same features across all devices, and a website that is not responsive to their screen size is one they are unlikely to remain on.
Page Load Speed
There are a host of reasons why accessing a website may take longer than a second. A search for Professional Academy on Google returns millions of webpages in under half a second. Even a slight delay on a webpage can lead to disengaged consumers — speed is not a luxury, it is an expectation.
The Negatives to Consider
All of the above attributes highlight just how far the digital world has come in such a short space of time. But with all these positives come some important negatives that every digital marketer must understand.
Privacy and Data Security
Privacy is a hot topic and nowhere more so than online. Personal details, stored both locally and remotely across many more places than most people realise, can make for an intuitive experience. However, the danger of leaked information, hacked accounts or unauthorised use of images is ever present. Openness and transparency in how data is handled are fundamental to building consumer trust online.
Software Security
For everything to keep working digitally, numerous downloads and updates to individual pieces of software are required, all of which need to exchange information. Security is therefore a major issue. For example, when making a purchase via eBay: eBay contacts PayPal for payment, PayPal transfers between two PayPal accounts, and PayPal contacts the bank for final payment. Within a single transaction, at least three different pieces of software have been used — each a potential vulnerability.
Pricing Transparency
It is easy to become frustrated with inconsistent online versus offline pricing from the same company, leading quickly to a loss of trust. When consumers feel misled by pricing, migration to competitors is swift and difficult to overturn. Credit card fees, booking fees and shipping costs that appear over and above the expected price are a common frustration, often leading to virtual basket abandonment. Openness and transparency are always welcomed, particularly in financial transactions.
The digital environment has its own set of rules and expectations that organisations must understand and abide by. Where expectations are heightened, content is a necessity and time is measured not in days or hours but in minutes and seconds. Understanding these factors is essential for any marketer working in a digital-first world.
How Professional Academy Supports Your Journey
Professional Academy offers professional qualifications in sales, marketing, management and leadership, and digital marketing, supporting learners with over 27 years of experience in professional development. To find out which qualification is the right fit, use the Qualifications Navigator or book a call with an advisor today.
