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Amazing New Disruptive Consumers Think, Act, Buy Brands Differently
We’ve always known that Direct To Consumer shoppers were writing their own rules. Now, thanks to new study by IAB (Interactive Advertising Bureau) anyone looking for new ways of marketing knows what those rules are.
Nearly half of consumers today (48 percent of all U.S consumers ages 13 and up) are disrupting the traditional purchase path, from discovery through purchase, the new study reports. These consumers are younger, have higher incomes and choose brands that aid their self-expression.
The new IAB Study confirms that word-of-mouth (WOM) recommendations are the highest-valued prompt for direct-to-consumer buyers before trying a new product.
Greater than reviews or social media Influencers.
But the concept of “Brand value” is also transforming. It’s no longer about usage or “better, faster, stronger” efficacies. Rather, Brand value for nearly half of today’s consumers comes from their ability to contribute opinions, suggestions and sharing the cool things they buy, wear or use on social media.
