2024 shopper conduct traits in focus: New analysis examines what influences—and what de-influences—in the present day’s buy selections


In the case of driving purchases and creating loyalty, in the present day’s manufacturers and companies are nicely conscious that the foundations of the sport will not be as simple as they as soon as gave the impression to be. With an ever-growing multitude of channels, advertising and marketing methods and transaction choices—to not point out rivals—many B2C firms may suppose that the chances are stacked towards them lately. However as communicators know, manufacturers want to determine who their viewers is, on which channels they dwell, and the way they wish to work together. Sounds straightforward, proper?

New survey analysis from LA-based public relations and artistic company Society22 PR goals to light up the components that drive shoppers in the direction of making purchases from manufacturers. The agency’s 2024 Client Shopping for Habits report, primarily based on its inaugural survey with analysis associate Censuswide, provides beneficial insights spanning from Gen Z by to Child Boomers, offering vital knowledge and insights which might be useful for companies starting from million-dollar enterprises to single-product startups.

consumer behavior trends

Key findings from the analysis:

Social media hype impacts youthful shoppers

Seven in 10 (69 %) of Gen Z/iGen US shoppers say they’ve purchased a product that had social media hype, making TikTok the most influential platform and largest contributor to social media hype for nearly two-thirds of US shoppers—which requires manufacturers to strike a steadiness between fashionable and reliable advertising and marketing methods when partaking youthful audiences.

De-influencing impacts shopping for selections

Over a 3rd of shoppers (36 %) have opted out of purchases on account of detrimental on-line critiques or influencer criticism—an exercise referred to as de-influencing. This pattern, notably impactful amongst Gen Z and Millennials (56 % and 42 % respectively), stresses the rising energy of shopper voices and the significance of brand name authenticity.

consumer behavior trends

Serps reign supreme

Practically 36 % of US shoppers depend on search engines like google and yahoo for the kind of product they want, which highlights the numerous position of search engine marketing (web optimization) in fostering model consciousness.

Conventional media stays influential

Regardless of the digital revolution, two-thirds (67 %) of US shoppers surveyed say that in the event that they googled a model and optimistic information articles got here up, they’d be extra more likely to store with that model. This underscores the enduring energy of conventional media in constructing belief and credibility.

Generations search inspiration in a different way

Youthful generations primarily discover buy inspiration on social media platforms like YouTube (37 %) and TikTok (26 %), whereas older demographics flip to conventional avenues like TV promoting (36 %) and offline sources (35 %) like family and friends—suggesting the necessity for manufacturers to tailor their advertising and marketing methods to resonate with the particular media consumption preferences of their target market.

Search engines reign supreme

Nearly 36 percent of US consumers rely on search engines for the type of product they need, which highlights the significant role of search engine optimization (SEO) in fostering brand awareness.

Traditional media remains influential

Despite the digital revolution, two-thirds (67 percent) of US consumers surveyed say that if they googled a brand and positive news articles came up, they would be more likely to shop with that brand. This underscores the enduring power of traditional media in building trust and credibility.

How you can attain your target market

The analysis provides actionable suggestions for companies to successfully attain their target market:

  • Converse their language: Have interaction youthful demographics by fashionable content material on related social media platforms.
  • Faucet into custom: Make the most of trusted channels like TV, radio, and print to attach with older shoppers.
  • Construct belief, not hype: Embrace transparency and moral advertising and marketing practices to mitigate the affect of de-influencing and foster lasting connections with shoppers.

“[This report] is a robust software for manufacturers searching for to grasp the ever-evolving shopper mindset,” mentioned Danielle Sabrina, founding father of Society22 PR, in a information launch. “Understanding these key traits and behaviors is crucial for any enterprise seeking to join with their viewers successfully and drive significant engagement.”

Obtain the complete report right here.

Society22 and Censuswide surveyed 500 nationally consultant US common shoppers in February 2024.


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