Research: What has changed in entertainment and consumer information today

More than half use smartphones to pay bills.

ΤDigital technology is now used by consumers for many more uses than their markets. A representative element is the revolution that has taken place in the way consumers have access to entertainment and the media information.

Specifically, 38% of consumers worldwide use streaming services for their entertainment on an almost daily basis, while for generation Z (born between 1995-2005) the percentage of entertainment other than cable TV exceeds 50%. The above findings come from PwC's Global Consumer Insights survey, which examines the consumer attitudes, habits and expectations of more than 21.000 consumers in 27 countries.

In terms of information, 25% of consumers focus on social media to keep them up to date. This, of course, does not make an impression considering the high degree of penetration of social media. Social media ads, which allow consumers to interact with brands, now rank third in terms of effectiveness, while for millennials they are the most popular form, surpassing the standard TV ads.

The research, according to the Athens News Agency, shows that consumers - who are bombarded with a range of options - are looking for tools that will help them simplify their shopping decisions. In addition to using digital technologies, consumers trust trusted communities and expertise:

• Three features can enhance the in-store experience: a) easy navigation, b) well-informed staff and c) easy payment option
• 61% of consumers are influenced by social media for their purchases, as they are either inspired by them or encouraged by positive feedback. Less than 20% of consumers, on the other hand, say they are likely to buy a product influenced by a brand or influencer
• Nearly 50% of respondents admit that they were influenced by relatives and friends when choosing a travel agency for their vacation

More than half of consumers (51%) surveyed use smartphone for the electronic payment of bills and invoices, while the same percentage transfers money online. For the first time in the 10 years that this research is conducted, the smartphone is ranked in the first place for the implementation of online shopping, with 24% of consumers using it for shopping on a weekly basis. Especially for the health sector, 2/3 of consumers are now more open to non-conventional services through the internet. 75% have installed health applications, with the most popular being those that have a fitness and health monitoring function.

In emerging countries, mobile payments are on the rise, with Vietnam recording the highest rates (61%) on an annual basis, followed by the Middle East in second place (45%). Globally, there was an overall increase of 24% over the previous year. Finally, Asian countries are more likely to adopt this behavior faster than Western countries.

Source