Today, we released findings from our Q2 MarketPulse™ survey that suggests consumers are still wary of the economic situation and, therefore, are seeking ways to save even more money than before. This cautious outlook toward the economy finds consumers utilizing the Internet by way of social media tools, including Facebook and Twitter, or by visiting manufacturer/retailer Web sites as alternative ways to steal the best deal.
In a time where there is literally an app for everything, CPG retailers are forced to adopt new practices that keep them ahead of the ever-changing digital media front. The way we interact with technology has become so prevalent in our lives it only makes sense that consumers would also use digital media within their shopping routines.
While we are seeing a significant shift towards the use of digital media as an outlet for CPG companies to participate in, not all ages are jumping on this trend. Our survey found that the largest group to use digital media as part of their shopping routine was the 55 and under population. Additionally, or survey also suggested that women are more likely than men to use the Internet as a resource for finding the best deals.
So, what does this all mean? SymphonyIRI’s Q2 MarketPulse suggests that the useof new, digital technologies are extending to the CPG industry as well. We expect this trend within the CPG industry will continue to rise in popularity as more consumers get on board with digital media. CPG marketers should keep this in mind as they dive deep into holiday planning this summer.
For more information about the Q2 MarketPulse Survey, check out our free Point of View: “Digital Dimension: Consumers Embrace Digital Media with Diverse Approaches,” that can be downloaded here.
