Top Five Digital Consumer Trends In 2018

KUALA LUMPUR, Feb 19 (Bernama) -- Euromonitor International, a global market research company, will discuss the latest tech-driven trends shaping commerce in the webinar ‘Top 5 Digital Consumer Trends in 2018’, this Feb 22. Head of digital consumer research at Euromonitor International, Michelle Evans will dive into five digital trends that continue to change the path to purchase. The trends are digital life in super applications, data as new currency, keeping the tab open, mobile wallets going global and outlets get technology injection. According to the company, digital life converges in super applications where China dominates mobile Internet subscriptions with more than 1.1 billion, approximately three times the United States’. WeChat is the top social platform globally with more than one billion users. An explosion of consumer data has enabled companies to more easily forge one-on-one relationships through tailored experiences and recommendations, while technology will serve as the enabler in terms of gathering, analysing and disseminating new learnings to cultivate this story of one. Keeping the tab open trend shows the boom of subscription services, such as Netflix, now reinventing other areas of consumption like food and beauty. With the forthcoming Internet of Things era, consumers may not make any conscious decision for certain purchases such as for replenishment products. Euromonitor International also said that leading mobile wallets were implementing the card networks’ playbook for global expansion, which follows consumers’ paths while on the go. China and the US are especially attractive with the two having the most mobile-based purchases through 2022, reaching US$2.1 million and US$1.6 million, respectively. Despite the growth in e-commerce, physical outlets remain a critical part of the consumer shopper journey, with retailers, food service operators and entertainment venues recognising this and are utilising various technologies to reimagine the experience. -- BERNAMA