The website ‘Emprededores’ analyses the characteristics of the current consumer and concludes that there are six trends which explain the web-user behavior.
The First one is that consumer is hybrid or multi-role which means they are looking for offers and they are hypersensitive to prices. They forget about it depending on the experience offered by the product, though. Another trend explains that they are prosumer, a mix of proactive and consumer, as they intervene with their opinions and comments in the configuration of the service or product. Third, as Kantar Worldpanel has published, consumer are nowadays more compromised with their environment and outraged.
In addition, users have become more exigent and narcissist. They have more information so they look for the best service and personal attention. Although consumers are older due to the ageing of population, they are not more mature. In contrast, they have a capricious and childish behavior updating and renovating continuously, technology has also contributed to this matter. Finally, users are more extremist as they are divided into those who choose to follow new trends of the market and those who prefer traditions.