THE EVOLVING DIGITAL CONSUMER
With more of the world having access to high-speed, wireless internet, the digital economy is no longer just a nice idea of a future that will one day come to pass. It’s evolving, and so is the new digital consumer. Smartphones are ubiquitous and online streaming is displacing cable TV. News is increasingly consumed online while payments are made digitally, and buying everything from a bar of chocolate to a refrigerator takes place via one-click, e-commerce platforms. How are consumers engaging with brands and how is the customer lifecycle changing? To thrive, brands must understand the changing ways consumers are engaging with their products and services.