The Difference Between Traditional and Digital Consumers

Well, since joining a weekly writing group, I've been under pressure. I'm busy this week, so I'll just turn in my "Consumer Psychology" assignment! I put it all together!

1, the transaction environment

Traditional consumers: face-to-face

Digital consumers: on the Internet terminals, such as cell phones, computers, ipads

2, the information environment

Traditional consumers:

1) a single product information, depending on the seller's words of knowledge about the product.

2) Comparison conditions are limited, the same goods can only be in the local personally to shop, in order to find similar products, and traveling.

3) The range of choices is narrow, with a limited number of merchants and products.

4) Limited purchasing conditions, basically only in the daytime shopping mall business hours to buy, and subject to geographical restrictions.

5) poor after-sales experience, basically no reason for the possibility of return and exchange, and to leave a variety of credentials to do

Digital consumer

1) rich information on the product, in addition to the traditional dimensions of the quality of the information, size information, there is also information on the evaluation;

2) rich comparison conditions, there is a very convenient retrieval conditions, you can search for the product name directly on-line, offline can also scan the barcode information.

3) Wide range of options, more merchants, more platforms, more products.

4) not subject to time and geographical restrictions

5) good after-sales experience, online can be convenient, 7 days without reason to return

3, commodity perception

Traditional consumers

can directly perceive the goods, it will be more real, intuitive. Vision, hearing, touch, taste, smell can be fully utilized

Intelligent consumers

can only perceive the product in front of the screen, there will be a certain degree of distortion. Most are perceived visually, and there are also problems such as color differences and unclear materials.

4, advertising carriers

Traditional consumers

1) hawking along the street, the earliest way of publicizing and selling, may be the vendors themselves hawking, or may be the gongs and drums.

2) Radio loudspeakers

3) Wall advertisements

4) Notice boards, standing near the stores, such as black and white boards with information about the products and prices, or electronic screens

Digital Consumers

1) Traditional media advertisements, such as newspapers, magazines, and television

2) Advertisement spaces within internet products, advertisement space on websites, app's opening page, the bottom of the article's publicity space, etc.

3) new media advertising, mainly soft text advertising, a lively and interesting article, only to find out in the end that it is an advertising article. The main platform is WeChat, microblogging, today's headlines, etc.

4) community advertising, mainly their own social relations to bring the publicity, such as micro-business, friends publicity, etc., including the collection of praise class, voting class.

5) community advertising, to a **** the same purpose of organizing a group of people on the line, in addition to the publicity of its main initial purpose, but also for the characteristics of this group will be pushed to the corresponding advertising.

5, the advertising effect

Traditional consumers

1) Wide-spread net push, do not distinguish between the crowd, all the same push.

2) Reach efficiency is low, only when the user passes by the advertising space can be reached

3) The conversion path is long, from seeing the advertisement, to find the point of sale of the goods, and then pay will bring a certain churn rate.

Digital consumers

1) Digital, mainly applying the Internet to push.

2) personalized push, based on the analysis made by big data, different people push different content.

3) efficient reach, almost in the use of any Internet product, there can be ads to reach the location.

4) Short conversion path, after reaching the user, the user can enter the product page to buy with one click.

6, decision-making mode

Traditional consumers

funnel type

Consumers will think of a lot of brands at the beginning, and then systematically screen the number of candidates, the number of alternatives began to slowly reduce, and finally, consumers to determine a choice to buy the brand.

The Digital Consumer

Elliptical

Decision-making in the elliptical model consists of four phases: consideration, evaluation, and purchase, respectively, as well as enjoyment, referral, and bonding. In the consideration stage, consumers no longer think of many brands in a haphazard manner, and in the face of the media information frenzy, the first thing is to reduce the products to be considered, in which brand awareness often plays an important role; in the evaluation stage, consumers will learn about related brands and competing brands from a variety of channels, and therefore, the initial exclusion of the brand has the opportunity to enter the consumer's consideration range again, in addition In-store, attractive packaging and on-shelf messaging offer great opportunities for brands that don't make the initial cut at the purchase stage; the post-purchase experience determines the consumer's opinion on every subsequent decision in the category, and if the bond between the consumer and the brand is strong enough, the consumer skips the consideration and evaluation phases altogether and enters the enjoyment-referral-purchase cycle. enjoyment-referral-purchase cycle.

7. Purchasing behavior

Traditional consumers

The effect of purchasing behavior is shorter in time and smaller in scope. Mainly the effect at the time of purchase, such as queuing up to buy will affect people passing by and may produce a herd effect.

The digital consumer

The effect from the act of purchasing is longer and has a larger scope of influence. Mainly post-purchase effects, consumption records can be retained online for a long time, but also evaluation, sunshine pictures, and the response of the merchant, this information will have a long-lasting effect on other users to understand the goods, including the understanding of the goods and the understanding of the merchant.