The consumer we once knew is no longer a walk-in customer but has taken on different forms as they get accustomed to the rise of digital services due to the pandemic. With the increase in health and hygiene concerns and the economic recession and decline in consumption, people’s lives are changing rapidly. In the following article, our marketing team professionals look at the different forms of the consumer in various settings.
- Home.
Where once our home was a place of peace and relaxation from the daily hustle and bustle of the outside world, it quickly became our entire universe in multiple ways. It became a place where we work, study, eat, play and connect with others. General consumption decreased, but at home, consumption increased. The following figures indicate increased consumption; cooking by 54% and home entertainment at 40%.
- Shopping.
As discussed briefly, consumption, in general, will decrease due to obstacles we now face. A 17% drop in private consumption is forecasted for the next two years. However, as outside the home consumption decreased, the at-home e-commerce rose. Individuals stopped going to stores outside and instead bought all their needs online, from the safety of their home.
- Work.
The majority now work remotely from their living room for those who can still work. It brought about a rise in the consumption of digital tools. Zoom’s daily users grew from 10 million to 20 million people in just three months. However, it cannot go unnoticed that the world’s unemployment rate has also increased due to companies shutting down and letting go of their employees.
- Education and learning.
Online learning increased that saw schools, teachers and students learn new ways. Teachers have to learn new digital tools quickly, while students had to find comfort and motivation in their new learning environments. It created a blurred line between learning and leisure as one equipped their homes for various scenarios.
- Entertainment.
Seeking entertainment outdoors decreased as indoor entertainment purchases increased with a 30% increase in game app downloads and a 45% increase in online streaming. Out-of-home activities try to accommodate these news needs and situations by shifting online. For example; escape rooms can now be played online with your group of friends from the safety of one’s home.
The way forward.
As the pandemic re-shifted the buyer, companies try to adapt their services and products to the new needs. Our marketers advise companies to adopt the same marketing strategies that determine your target audience’s needs and wants and amend the marketing tools of your strategy that fit in line with these changes.
Why GCS Malta?
Staying alert to the new buyer’s shifting needs can be a lengthy and time-consuming process. Our marketing professionals can relieve this stress from your shoulders and guide you toward the best marketing path that will reach your business goals in such uncertain times. Click here for more information.
