The lecture was given during Valencia Erasmus Week at University of Valencia

1. Digital consumer
Jolanta Tkaczyk Ph.D.
facebook.com/jolanta.tkaczyk
twitter.com/rynkolog

2. Agenda
• Introduction – Internet context
• Desicion making process – basic models
• Who is e-consumer or digital consumer?
• A typology of digital consumer
• The use of different screens – multiscreening
• ROPO and showrooming effect

3. We live in digital world…

4. sleeping with your phone and
taking it with you when you shower
is commonplace

7. Show me your social media and I’ll tell you
who you are
Show me your „Likes” and I’ll tell you who you are
in 88 percent of cases is it possibile to
determine sexual preference of Facebook
user, solely on the basis of the analysis of
his/her „likes", even when he/she does not
want to reveal this information.
Nauka.newsweek.pl
https://applymagicsauce.com/

8. Digital in 2017
http://wearesocial.com/uk/blog/2017/01/digital-in-2017-global-overview

9. Internet access of households, 2010 and 2015
(% of all households)
Eurostat 2016

11. A big world disaster?

16. https://www.infowars.com/police-release-pre-crime-smartphone-app/

18. The power of Adblocking
https://research.hubspot.com/reports/why-people-block-ads-and-what-it-means-for-
marketers-and-advertisers

19. WHY DO PEOPLE BUY?
a purchase
Behavioral
approach
Experiential
approach
Desicion-
making
approach

20. Czynnik
Environment Information, product
attributes, prices,
benefits
Symbols, pictures
Physical environment,
situational factors,
values ​​and cultural
norms, classes and
social strata, family,
reference groups
Intervening factors Beliefs, memory,
cognitive responses,
processing of
information, the
degree of
involvement
Affect, emotional
reactions, imaginative
processes, feelings,
fantasies
Environment
Motives of consumer
behaviour
Maximizing the utility Maximizing the
pleasure, seeking the
diversity
Influence of the
enviroment

21. Who is a consumer?

22.  “All those who buy or could potentially buy & use any good
or service generated in the economy”
 Individuals
 Households
E- consumer - all those who buy or could potentially buy & use
any good or service via Internet

23. Digital consumer
• someone using mobile devices,
• e-consumer, looking for and purchasing
products on the Internet, taking advantage of
the content published on-line, aware of
themselves and of their needs, and keen on
simplifying the decisions they need to make.

24. Centaur

25. Centaur
Traditional
Consumer
Digital
ConsumerCentaur
A Hybrid Consumer: A combination of
Traditional and Digital,
Rational and Emotional, and Wired
and Physical.

26. Convergence
• The combination of old and new, traditional approaches and
new approaches based on new technologies. Rather than an
either/or approach, the focus of convergence is on "both."
This goes beyond the more narrow definition of
"convergence" as a combination of technologies.
• Convergence within the consumer: The new possibilities
created by the technology and the enduring behaviors of
human beings.

27. Consumer Desicion Making Model

28. Awareness - The consumer becomes aware of a category, product or brand
(usually through advertising)
Interest - The consumer becomes interested by learning about brand benefits &
how the brand fits with lifestyle
Desire - The consumer develops a favorable disposition towards the brand
Action - The consumer forms a purchase intention, shops around, engages in
trial or makes a purchase

30. While advertising is rejected or ignored, the public's
appetite for information is greater than ever.
https://www.millwardbrown.com/Documents/MBArticles/Generation_Curious/

31. • Answer seeking demands quick answers and not
much else.
• Their curiosity is easily satisfied by basic research,
and doesn't lead them to more interesting topics.
• They spend very little time on research; 68% spend
10 minutes or less researching.
• Answer seeking commonly arises - TV and other
non-device media, other people, or printed
material..

32. • Focused shoppers make decisions impulsively, and tend to keep
their research activity focused on what they're curious about.
• They want things simple – they're 53% more likely to say they
tend not to overthink things and 66% more likely to say they get
annoyed at people who always ask "why".
• They are more likely to purchase on impulse; they are 25% more
likely to buy now than later, and 86% of those who purchased
didn't initially intend to do so.
• They consume a good deal of digital content and engage heavily in
online channels.
• Online ads are quite effective as well with this group, 44% more
effective in triggering eventual purchases to be exact.
• They are 76% more likely to share on social and 30% less likely to
tell someone in person.
• Their instant, on-the-go nature makes mobile a natural choice for
engagement, and they are clearly more comfortable wielding
their smartphones. They are 2X as likely to visit a site, watch a
video, post on social media, or use an app via mobile, and are
44% more likely to make a purchase through their smartphone.

33. • Explorers enjoy meandering and doing research.
• Explores can be triggered by a wide variety of things – they're 33%
more likely to be triggered by physical objects, and 22% more likely by
random thoughts.
• Explorers use a wide range of resources to satisfy their curiosity. While
they employ digital means as well, they are 22% more likely to consult
a traditional book or magazine, and 27% more likely to seek out a
friend for advice.
• They spend a lot of time satisfying their curiosity.
• Fifty-eight percent of explorers spend at least half an hour doing
research (1 in 5 spend many hours), with 60-80% of their time spent
learning about unrelated topics.
• This isn't necessarily a good thing. – Explorers may take longer
because they're not finding what they're looking for.
• Nevertheless, explorers are more inclined to share results – 14% more
likely to tell someone in person.

34. • Careful buyers are take time to conduct research before making
decisions.
• This research isn't focused; instead, they allow their interests to
jump from one topic to the next depending on what they find.
As a result, they end up very satisfied after they make a
purchase, even if it's different from what they originally set out
to buy.
• Careful buyers explore 70% more research than the average
person, and 58% spend at least half an hour exploring. 57%
spend 60-80% of their time on things other than the ones that
initially piqued their interest.
• They spend quite a bit of time online, and are 3X more likely to
be triggered by online images or videos. They are also 14% more
likely to share information on social media.
• Unlike curious explorers, careful buyers seem to enjoy the
process more. They are 48% more likely to call the experience of
exploring fulfilling, and 1 in 3 call the experience addictive (23%
more likely than average). Careful buyers are also 37% more
likely to be very satisfied with the experience.

35. How much are screens used?

36. Ad Receptivity and Control

37. ROPO effect
ROPO effect (Research Online, Purchase Offline) describes a part of
purchase behavior, which involve searching information about the
products in the Internet, and then purchase them at the real shop.
ROTOPO (Research Online, Offline Test, Purchase Online)

38. ROPO effect and Uncertainty
avoidance
Uncertainty
Avoidance
ROPO effect
ROPO – consumerbarometer.com
Uncertainty avoidance - https://geert-hofstede.com/

39. Showrooming effect
Visiting a store to „touch” the product, but
buying it online
48% of showroomers use physical stores to research
products wiht no plans of making a purchase
25% plan to buy in-store but change their minds during
process
Deloitte, RCE, 2015

40. Buying Apparel in Europe
Online ROPO Showrooming Offline
Hungary 9% 36% 5% 50%
Romania 22% 32% 3% 42%
Serbia 28% 29% 3% 39%
Croatia 26% 26% 4% 45%
Slovenia 29% 25% 3% 44%
Latvia 19% 24% 5% 52%
Poland 25% 22% 9% 43%
Greece 29% 21% 4% 45%
Bulgaria 45% 20% 6% 28%
Italy 23% 20% 6% 51%
Denmark 26% 19% 7% 48%
Slovakia 22% 19% 5% 53%
Ireland 30% 18% 11% 41%
Spain 26% 18% 6% 50%
Czech republic 26% 17% 4% 53%
UK 23% 16% 26% 34%
Austria 20% 16% 12% 52%
Finland 19% 15% 13% 53%
Lithuania 36% 15% 8% 40%
Estonia 16% 14% 5% 64%
Norway 20% 13% 4% 62%
France 29% 12% 17% 42%
Portugal 11% 12% 3% 73%
Sweden 17% 11% 13% 59%
Belgium 22% 9% 15% 54%
Netherlands 22% 8% 18% 52%
Germany 25% 7% 17% 51%
Consumerbarometer.com

41. Common access to the Internet,
Mobile technology,
‘On-demand’ media,
Wearable technologies
AI, MR, AR
Trends
Challenges

42. Thank you!
jtkaczyk@kozminski.edu.pl