How do (German) customers behave online and why are they online in the first place? Our infographic explains how often, how long and why customers go digital.
Changing behavior throughout the years
Customer behavior changed and is still changing throughout the digital transformation. But the change doesn’t always happen as predicted by companies. For example, in 2014, stationary trading had lower customer counts with every year. However, a study by PWC shows, that since 2016, the number of stationary customers has been growing again and are even higher than in 2013.
And whereas younger users (digital natives) are on the lookout for digital offers and services, the older generations might be more hesitant, but they are far from disinterested. Numerous studies show that users aged 50 and older use and enjoy digital services as long as they still can choose between traditional (phone call, email, visit) methods and as long as the digital services are intuitive and therefore serve to create a better experience.
A clear sign that the older generations are not afraid of technology is the usage of digital technology. Even though they still use these offers less than the digital natives, the adaption rate is astounding. Whereas in 2011, only every fourth Baby Boomer owned a smartphone, 2016 more than two third have and use one (source: PewResearch).
Enjoy a small overview on the behavior of digital customers (with a small focus on German customers) in our infographic. For a download, just click the image.
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accenture (2014) „Customer 2020: Are You Future-Ready or Reliving the Past?“ https://www.accenture.com/t00010101T000000__w__/es-es/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Dualpub_6/Accenture-Customer-2020-Future-Ready-Reliving-Past.pdf
DCORE GmbH (2018) „Digitale Nutzung in Deutschland 2018“ https://www.bvdw.org/fileadmin/user_upload/BVDW_Marktforschung_Digitale_Nutzung_in_Deutschland_2018.pdf
Faktenkontor (2016) „Social Media-Atlas 2015/2016: Social Media Nutzung in Deutschland“ http://social-media-atlas.faktenkontor.de/2015/index.php
Frees, Beate; Koch, Wolfgang (2018) „ARD/ZDF-Onlinestudie 2018: Zuwachs bei medialer Internetnutzung und Kommunikation http://www.ard-zdf-onlinestudie.de/files/2018/0918_Frees_Koch.pdf
Gehlhaar, Tobias (2017) „Die Zukunft ist JETZT – Kundenerwartungen 2017“ https://www.accenture.com/de-de/blogs/blogs-new-energy-consumer-2017
Reink, Michael (2016) „Trends im Einzelhandel“ https://www.handelsverband-nrw.de/wp-content/uploads/sites/3/2016/12/Trends-im-Einzelhandel-Michael-Reink-HDE.pdf