Digital Natives: The Consumers of the Future

Digital Natives: The Consumers of the Future

Digital Natives: The Consumers of the Future

The “Client@2033” Study, carried out by PwC (PricewaterhouseCoopers) and ICEMID (The Institute for the Digital Economy of the ESIC Business School), helps us to reflect upon the future changes which will come about on the economic scene in terms of consumption.

The study reveals that we are now faced with a type of customer who is much more independent, ecological, demanding, and very advanced as far as technology is concerned. We’re talking about the so-called “Digital Natives” – those who have grown up with digital technologies and with the jargon and uses that are inherent thereto.

Companies will need to adapt to the new demands and characteristics of these new consumers, some of said demands being:

  • Omni-channel Approach: Companies need to adapt to an omni-connected customer who is present everywhere.
  • Transparency: These new customers really value a company’s transparent image, and they like to learn everything they can about the product they’re going to buy. This is a customer who is very committed to the environment and society.
  • Consumers decide when, where, and how to buy: Companies have to be available 24 hours a day so that customers can buy their products whenever they want and using whatever platform interests them.
  • The importance of time: Customers don’t want to waste time making purchases and they opt for the simplest, quickest purchasing process.
  • Customer service: Digital natives love to be heard. Companies will need to have channels in order for these new customers to share their opinions and express their satisfaction or dissatisfaction. Customer service becomes extremely important in all purchasing processes.
  • Prices: The price factor will no longer be so important. The value that the product provides –as well as empathy– will be what makes the customer decide on one product as opposed to another.
  • Innovation: Innovation plays a key role in any company. Thus, more and more companies are training their new hires to be prepared to meet the needs of the consumer of the future.

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