New findings from the 2015 Next Generation of Commerce study, released last month by Acquity Group, part of Accenture Interactive, reveal untapped opportunities for brands across nontraditional spaces, especially with younger generations. The study surveyed more than 2,000 U.S. consumers on their habits and preferences surrounding digital engagement, content, shopping, and services in order to break down consumer expectations for brands in 2015 and beyond. The report provides an in-depth look into consumer behavior across several categories from purchase to delivery.
Findings include:
- Average rankings place Facebook the highest on the trust scale, followed by print newspapers, email and TV
- Nearly half of consumers (45%) say recognizing a brand they often buy on multiple media channels, such as TV, social media and magazines, makes them more likely to shop from that brand next time they’re in a brick-and-mortar setting; 28% online
- 3 in 5 consumers (59%) say they would be more likely to watch an online streaming TV series produced by a brand if that meant no commercials
- 1 in 4 consumers are influenced by native ads in news outlets
- 28% of consumers ages 18-22 and 32% ages 23-30 would switch retailers if offered the option to pay in social currency, such as engagement for discounts
However, the same study found 60% of consumers believe they see too many ads, so brands must focus on weaving their offerings into an appealing and relevant user experience.
