Last year we asked ourselves if the trends that emerged or were accelerated by the crisis would last. Clearly, consumers have adapted their digital behaviour for good. They have also become more aware of the use of their personal data, but are alarmingly eager to give access to it, especially in return for ‘free’ services. The continued uncertainty is likely to further influence consumer behaviours as the world changes too.
The pandemic made its mark on the digital consumer. It changed the way news is accessed and drove the need for qualitative information in a world where fake news has become all too common. Many lockdown behaviours, such as online shopping for non-food items and film and TV streaming, continue to gain in popularity. Smartphones have won the space for online shopping with young adults. While consumers are more aware of the monetary value of their data, they are also willing to give it away for ‘free’ services.
Smart’s the word
While the smartphone was already the preferred device for many media and entertainment activities, it’s now taking over for online shopping and playing games. Are there no limits to its reign?
Digital fun and games
Subscription video-on-demand, music streaming, and gaming reached new heights in 2021, but so did churn. It remains to be seen whether this remarkable growth continues.
Fake news fever
Can you tell real from fake? Many of us can’t. With the continued rise of fake news, it is not surprising that concerns are growing, trust is declining, and our behaviours are changing.
The privacy paradox
We’re more aware of the use of our personal data, yet most of us remain unconcerned. The majority even prefer or don’t mind tailored ads. Will this willingness to share our personal data persist?
