11 April 2015

Ubiquitous Internet has changed everyday behaviour: Euromonitor

Euromonitor International has found that Internet-connected consumers in both developed and emerging markets are expanding their use of technology in everyday life, leading to significant changes in how they interact with the world around them.

Source: Euromonitor website.
In a new survey focused on hyperconnected consumers and their use of technology, including shopping habits and attitudes toward online privacy and security, Consumers in the Digital World: Hyperconnectivity and Technology Trends, 67% of smartphone users rely on their phone for GPS navigation and 33% use the device to book a taxi or car service. However, larger-screen devices such as computers and tablets are still favoured when consumers stream a video or television show.

Constant Internet access also allows the hyperconnected consumer to utilise their phone or mobile device to compare prices, product details, and purchase goods wherever and whenever. Per the latest survey results, 94% of respondents go online to research a potential purchase, regardless of whether they end up buying on a website or in store.

Internet-connected consumers in emerging markets, particularly India and China, are leading the way in online shopping. For example, 87% of Internet-connected consumers in China typically purchase apparel online, as do 73% in India. However, virtual shopping is not the norm in all emerging markets; just 47% in the Middle East buy clothes via the Internet.

“Understanding how the consumer utilises technology in their purchasing decisions is crucial for companies striving to grow their customer base,” says Euromonitor's Senior Survey Analyst, Lisa Holmes. “As consumers continue to become more hyperconnected, the need to market products and make them easily accessible through technology is more important than ever.”

A free extract of the report can be downloaded here.