Dec 29, 22 | 7 min read
retrospective consumer behavior
Reading time: 5 minutes
The COVID-19 pandemic was undoubtedly a major boost to technological acceleration and changes in consumer behavior.
Trends were anticipated, new behaviors emerged, from the way people search ( Gen Z uses TikTok more than Google for searches ), to what people expect when purchasing and interacting with brands ( such as the real purpose of a brand and a good user experience).
New technologies also entered users' radar, such as the Metaverse , causing profound changes in consumer behavior in 2022 and accelerating trends for 2023.
In this article, we'll review the key research and trends in user and consumer behavior in 2022, and make predictions on what to expect (and how to prepare!) for 2023.
People want interactivity, gamification and diversity of content
In 2022, Digital Marketing promoted list of sudan consumer email new ways of consuming and creating content - such as the rise of short videos to educate and inform the audience - among them, interactive content proved to be a very effective format to differentiate brands and make them memorable for your audience, staying in the minds of consumers.
According to a survey by the Content Marketing Institute (CMI) , 88% of marketers surveyed believe that interactive content plays a very important role in differentiating their brands.
In addition, the survey also shows that interactive content offers 52.60% more engagement , which reinforces consumers' interest in this different content format.
Reinforcing the idea of interactivity, major companies in the market are also betting on this type of content in 2022 to attract new customers and delight existing ones.
This is the case of Spotify, which acquired Heardle, a trivia game for music lovers. The goal of the game is to have listeners try to guess what the song is from the first few seconds of the tune.
In addition to Spotify, Netflix also made an impact on the market by acquiring a video game studio . This strategy aimed to bring games to the streaming platform, making people not only watch movies or TV series, but also engage more, creating a more complete user experience.
Interactivity is definitely one of the strong trends for 2023. It helps companies offer a differentiated experience to their audience, leaving in the hands of consumers the power to choose how they want to consume this content, generating more connection and intimacy between brands and the public.
Diversity, equity and inclusion are also important topics
Representation continues to have a strong impact on consumer purchasing decisions, especially those belonging to Generation Y and Z, also called Generation P (Purpose), which, according to Global Consumer Pulse Research, a study conducted for Accenture, represents almost 5 billion people.
In another survey, conducted by Adobe , 38% of respondents said they are more likely to consume products and services from brands that display diversity in their ads, and 34% have already boycotted a company or brand at least once because they did not feel their identities were represented in the company's ads or actions.
Another crucial point when we talk about Inclusion is digital accessibility. Currently, around 15% of the world's population has some type of disability . And yet, many companies are not prepared to serve this type of audience.
A survey by the English company Click-Away Pound showed that 69% of respondents abandon websites due to lack of accessibility. In addition, 86% said they would spend more if online stores were accessible.
I think it's undeniable how much the current generation cares about diversity, equity, and digital inclusion. So, to truly connect with their audience, brands will need to take this issue seriously and invest in digital accessibility. In addition to complying with the law, it's a way to differentiate themselves from their competitors and exceed their consumers' expectations.
ADVERTISEMENT
TikTok is even ahead of Google
In 2022, TikTok became a hot trend among young people and adults and remains a very strong digital trend for the coming year.
The video app is so powerful that it is even catching up with Google when it comes to searches. This was shown in an article published by Google itself , where it reported that almost 40% of Generation Z prefers searches on TikTok and Instagram to searches on Google and Maps.
With the power of the app, the “TikTokization” of other apps was gaining more and more evidence. Instagram, for example, prioritized video this year with Reels, leaving its feed with the face of TikTok. Youtube also needed to position itself in the trend of short videos and launched Youtube Shorts , with the aim of helping content creators to attract the attention of their audience with shorter videos.
Therefore, as a marketer, you must stay tuned to TikTok and the new features that the platform launches because it will continue to set trends in 2023.
