Consumers on board

How to copilot the multichannel journey

Consumers are smarter, better informed and more demanding than ever. Gone are the days when they were passive passengers with little choice other than to comply with the direction you set. Based on an extensive international survey, interviewing almost 30,000 consumers across 34 countries, Consumers on board, revealed four global trends:

  • The new consumer does more research before making a purchase
  • Rising brand loyalty across all markets
  • Online consumers in emerging markets leading the way with digital purchase
  • Consumers more wary of social media

Organizations face turbulent times, so buckle up tight! The consumer purchasing journey is more interesting than ever before and full of opportunity for buyer and seller alike.

Consumers on Board, EY, 2014

In 2012, our first Consumers on Board report, This time it’s personal: from consumer to co-creator, highlighted the changing nature of commerce. It painted a picture of consumers who want products and services to be designed, sold, delivered, serviced and purchased in a way that suits them.

Our new Consumers on Board research shows consumers have now moved even further down this path. Today, they are knowledgeable and self-confident, with the will and the means to share the controls. Broadly, the survey data showed that consumers are doing more research before buying than two years ago.

We’ve all become frequent flyers on “purchasing journeys” that often involve making careful comparisons before final decisions. To shine a light on these new and diverse consumer attitudes in the purchasing journey, we explored 10 categories:

  • Telephone and mobile contracts
  • Consumer loans
  • Household insurance
  • Food and beverages
  • Consumer electronics
  • Cars
  • Clothes
  • Commodities
  • Health care
  • Health insurance

Start to explore: Download the full report here.

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