This research piece came out last year, but I thought it still relevant for contemplation especially as a lot of 2014’s e commerce is set to be transacted through Mobile platforms. In May 2013, GroupM Next conducted a comprehensive study of the modern digital consumer journey which revealed six segments to exist of consumers who exhibit similar behaviors and intent.
Other trends of significance that emerged from the research included, the growing importance of Amazon as a purchasing influencer, representing one-third of all retail site visits in purchase pathways, and the important role the brand website plays as a destination for 69% of purchasers in their digital journey.
Of all the consumers who utilized digital at least once in their purchase pathway, six distinct segments emerged. The segments, as identified by GroupM Next, are said to be:
- Digitally Driven Segment
- Calculated Shoppers
- Basic Digital Consumers
- Retail Scouts
- Brand Scouts
- Eternal Shoppers
It is highly recommended that brands pay particular attention to the first segment which is Digitally Driven. This class utilizes nearly every digital tool available – mobile,search, retail websites, brand websites, social and local. These are the digital shoppers that are expected to be the dominant segment of consumers within the next five years. They all embrace the digital experience beginning to end and utilise social and mobile more than any other segment in this study. They are all about convenience and will do just about anything to avoid physically going into stores. This segment is the most engaged with social media with 29% of paths eventually leading to a branded social site.
Other Key Takeaways into the digital purchase pathways of consumers include:
- Amazon is included in 17% of digital pathways leading to a purchase, translating to one of every three consumers going to Amazon at some point in their pathway.
- Consumers are just as likely to use Amazon as a point of research as they are to use it as a retail site.
- Purchase pathways differentiate in terms of behavioral factors as opposed to demographics.
Hayden Richards is Contributor of IntelligentHQ. He specialises in finance, trading, investment, and technology, with expertise in both buy-side, sell-side. Contributing and advising various global corporations, Hayden is a thought leader, researching on global regulatory subjects, digital, social media strategies and new trends for Businesses, Capital Markets and Financial Services.
Aside from the articles, interviews and content he writes for IntelligentHQ, Hayden is also a content curator for capital markets, analytic platforms and business industry emerging trends. An avid new media explorer Hayden is driven by a passion for business development, innovation, social business, Tech Trading, payments and eCommerce. A native Trinidadian, Hayden is also a veteran, having served with the Royal Air Force Reserves for the past 10 years.
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