Digital and the new consumer: Emerging paths to purchase

This article looks at consumer attitudes to digital commerce and, by looking at millennials and forward-thinking "prosumers", how they are expected to develop in the near future.

Digital and the new consumer: Emerging paths to purchase

The year 2001 was pivotal for Havas Worldwide: It was the year we started tracking an emerging cohort we call Prosumers. These smart, proactive shoppers were among the most enthusiastic adopters of new technologies, and they were well ahead of the curve in using newly available digital tools to gain an edge at retail.

We had survived the projected chaos of the Y2K bug (remember that?) and had made it through the great dotcom bust of 2000 with our faith in the prospects and potential of the World Wide Web relatively...

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