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Around 10 or so years ago, the concept of “online shopping” was still met with skepticism and resistance. Fast forward to today, it’s the norm. The consumer buying behavior has changed through digital transformation of our world in the digital age.

Rob Fitzgerald is the Founder and CEO of Connext Digital. He has amassed a wealth of digital marketing experience since the late 90s. He is authentic in wanting to help businesses increase their bottom line through strategic customer acquisition efforts. Outside of work, Rob enjoys watching Notre Dame Fighting Irish Football and the Washington Redskins. He lives to watch his kids play sports and is very active in coaching youth athletics. Rob FitzGerald

Guest Writer

Perhaps one of the most notable changes the internet has brought about is seen in the way people shop. Gone are the days when you would have to block off and dedicate an entire portion of your day so that you can buy the things you need. Sometimes, you didn’t even need to buy yet, but merely look around to compare other products.

Back then, it was also a common practice to talk to sales representatives so that they can explain what each product does.

This became a great avenue for marketing, so you’d end up choosing their brand. It wasn’t an unpleasant experience, but it was undoubtedly difficult and time-consuming. People had to make a considerable effort to carve time to do this simple yet important task.

Then, the Internet was born. Businesses and marketers suddenly saw a huge shift in consumer buying behavior. People have become independent and empowered shoppers with the rise of technology. Now, the information is right at the palm of their hands. Instead of taking scheduled trips to the mall, consumers can quickly check what’s in stock and learn more about what a product does online. Their trust for the internet is so great that things like reviews and product photos heavily influence their buying decision.

Smartphones, social networking sites, and e-commerce markets have become powerful tools in the everyday lives of both businesses and consumers. Digital marketing efforts have increased to penetrate a broader audience, and many brands have decided to put up online stores to keep up with the competition.

Customer service was improved because of the internet as well. You can now reach a brand and submit tickets about your concerns and filing returns or refunds have become an automated process. This led to bigger expectations from consumers, and eventually powered the shift of customer-centric marketing tactics most marketers practice today.

Thankfully, marketers are no longer kept in the dark. To create worthwhile content and effective marketing strategies that can increase your sales, you need to have a deeper understanding of what your consumers are up to when they’re online. When do they consult the internet? What factors influence them into buying a product?

Here are some fast facts:

  • 81% of people first turn to search engines before making a purchase.
  • 92% read online reviews before deciding to purchase an item.
  • 89% form their decision to buy based on online product photos.

The numbers are staggering, considering these are on a worldwide scale. Indeed, your business is missing out on a lot of opportunities if you don’t ride the wave of the digital times. These statistics are only a sneak peak of the insightful data you will learn about how people shop in the digital age below.

With the rate things are going, it won’t be surprising to see the following statistics rise, or for technology to be more entwined with people’s lives. Check this infographic by Connext Digital to learn more about the behavior of your target market and how your business can keep up with the competition.

Tell us more about your own experience when it comes to consumer buying behavior, use our commenting section below.

The Consumer Buying Behavior in the Digital Age
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