The changing realities of consumers
In an ever-changing retail landscape, consumer behaviour is also consistently changing.
IPG’s ‘New Realities’ Global Consumer Survey into Consumer Behaviour . The research started in 2009 including the US, UK, Brazil, Russia, India, China, and included South Africa for the first time in 2017.
The study delved into the dramatic growth of product information, the social value of brand knowledge, the interest in product advocacy and the role of the brand influencer.
New realities
Globally, information continues to be highly valued and product learning continues to be a source of joy and reward for consumers. IPG's research reveals 64% of SA consumers find information availability has made them more confident in brand choices and 58% say increased information has also increased their satisfaction with brands.
The social value of this information is significant in and similar to that in the US as younger consumers and men drive the numbers with 47% revealing they have pride in knowing a lot about certain products and 40% saying knowledge about certain brands enhances their self-esteem.
Where is today’s consumer on product trust?
According to the Edelman Global Trust barometer, two-thirds of all countries are now considered distrusters, with trust levels under 50%.
In almost all countries, consumers are holding brands to a higher standard than ever before. As they demand more from products, consumers are spending more time evaluating their repurchase decisions and as information is becoming more valued, the importance of trust has grown.
63% of SA consumers agree that when a brand provides complete information about itself, they are likely to trust it more.
The impact of influencers
Social media is having a huge impact on the world’s purchasing decisions and trust in brand information is increasingly being found in the role of influencers. Leading marketers are embracing influencers as a key element of their new marketing program as their influence directly influences the customer buying decision.
IPG’s research revealed 30% of South African consumers say they’ve made a purchase based on the recommendation of someone they follow on social media ad 50% reveal they have made a brand purchase decision based solely on social media sway.
The growing role of advocacy
In a social world, advocacy is more important than ever and markerters are finding there is no better way to influence their target market than by establishing social advocates.
48% of SA consumers say when they feel so strongly about a certain brand, they are active advocates for them. 43% reveal they influence friends, family or colleagues on which brands to buy and 39% say they regularly initiate conversations with friends about some brands.
According to Peigh, younger SA consumers are showing the most brand support. This dynamic is heightened by the social currency they derive by talking to others about their product experience.
How South Africa scored
- Highest in the world in saying that advertising is a valuable channel for decision making.
- Most trusting of information on brands and least confused.
- Most likely to advocate for a brand when they believe it’s the best.
- Least likely to view opinions on shopping and travel sites as trustworthy.
- Most trusting of information on brands and least confused.
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The study delved into the dramatic growth of product information, the social value of brand knowledge, the interest in product advocacy and the role of the brand influencer.
New realities
Globally, information continues to be highly valued and product learning continues to be a source of joy and reward for consumers. IPG's research reveals 64% of SA consumers find information availability has made them more confident in brand choices and 58% say increased information has also increased their satisfaction with brands.
The social value of this information is significant in and similar to that in the US as younger consumers and men drive the numbers with 47% revealing they have pride in knowing a lot about certain products and 40% saying knowledge about certain brands enhances their self-esteem.
Where is today’s consumer on product trust?
According to the Edelman Global Trust barometer, two-thirds of all countries are now considered distrusters, with trust levels under 50%.
In almost all countries, consumers are holding brands to a higher standard than ever before. As they demand more from products, consumers are spending more time evaluating their repurchase decisions and as information is becoming more valued, the importance of trust has grown.
63% of SA consumers agree that when a brand provides complete information about itself, they are likely to trust it more.
The impact of influencers
Social media is having a huge impact on the world’s purchasing decisions and trust in brand information is increasingly being found in the role of influencers. Leading marketers are embracing influencers as a key element of their new marketing program as their influence directly influences the customer buying decision.
IPG’s research revealed 30% of South African consumers say they’ve made a purchase based on the recommendation of someone they follow on social media ad 50% reveal they have made a brand purchase decision based solely on social media sway.
The growing role of advocacy
In a social world, advocacy is more important than ever and markerters are finding there is no better way to influence their target market than by establishing social advocates.
48% of SA consumers say when they feel so strongly about a certain brand, they are active advocates for them. 43% reveal they influence friends, family or colleagues on which brands to buy and 39% say they regularly initiate conversations with friends about some brands.
According to Peigh, younger SA consumers are showing the most brand support. This dynamic is heightened by the social currency they derive by talking to others about their product experience.
How South Africa scored
- Highest in the world in saying that advertising is a valuable channel for decision making.
- Most trusting of information on brands and least confused.
- Most likely to advocate for a brand when they believe it’s the best.
- Least likely to view opinions on shopping and travel sites as trustworthy.
- Most trusting of information on brands and least confused.
Follow us on Facebook, Twitter and LinkedIn for the latest retail news and humour.