From dream to purchase: Shopping and purchase behaviour in consumer digital products

Yvonne van Veen
Philips Consumer Lifestyle, Netherlands

INTRODUCTION

The advancement of the digital experience has opened up new and exciting worlds for consumers in ways that were only imagined ten years ago.

The adoption curve of consumers of new digital products is accelerating, resulting in a changed shopping behavior. Shopper research has taught us that although the digital industry tends to commoditize their go-to-market strategy with a strong focus on price, the consumer is applying a rather long and complex purchase process, with clearly different needs in the various phases of this process.

DIGITAL TECHNOLOGY HAS CHANGED CONSUMER BEHAVIOR

Products like FTV (Flat Televisions, LCD + Plasma), MP3s, PCs, mobile phones, Playstation, Xbox, Wii, TiVo, iPod with iTunes, the Blackberry, digital cable box, iPhone, Blu-Ray, etc. have completely transformed consumer experiences. Many behaviors have changed because the consumer is finally learning to “exchange” old ways for new behaviors: