Connected consumers offer new opportunities for brand engagement | Ad Tech | News | Rapid TV News
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Today, four billion people are connected to the internet, and nearly all of them (92.6%) do so using their mobile devices, according to Nielsen, offering advertisers the opportunity for converged engagement approaches that may not have existed before.
nielsen 24 nov 2018
This proliferation of access and utility continues to transform how consumers consume information and entertainment, to add simplicity, flexibility and personalisation into their increasingly demanding lives, the firm noted.

“Conventional connected usage has multiplied across communication platforms, social engagement spaces, information portals, financial transacting, gaming and video content, to include a burgeoning appetite for online shopping,” Nielsen said in its Connected Commerce report.

It found that every day, 85% of users (3.4 billion people) connect to the internet and spend, on average, six-and-a-half hours online. Consumers are spending more time, with increasing frequency, on an expanded range of diverse digital activities.

“It’s undisputed that internet accessibility, mobile technology and digital innovations are redefining consumers every interaction and will continue to enable and disrupt many aspects of consumers’ lifestyle well into the future,” the report pointed out.

This all offers strategic advantages for brands who successfully reach consumers across converged channels, touchpoints and experiences, in both developed and developing markets, and evolved and emerging categories, Nielsen noted.

“Consumers’ first foray into connected commerce may not be to make a purchase, but to browse for information, compare products and prices and discover new stores or items of interest,” according to the report. “They may click on an attention-grabbing advertisement to view what’s on offer or read reviews in social media  that may prompt a purchase. Digital media assets are becoming a vital part of building awareness and consideration, satisfying shoppers’ search needs and delivering tangible links to generate purchase outcomes.”

For instance, 52% of consumers visit store websites for fashion product discovery, 44% visit brand websites for consumer electronics, nearly one third across categories read online written reviews and more than a quarter go to social media.

“How and where consumers source information may vary by category, but currently fast-moving consumer goods continue to rely on traditional mediums such as physical stores and word of mouth,” Nielsen said.