October 24, 2022
Can you imagine anyone searching the Internet for manufacturers, comparing them, and checking customer reviews before buying sugar? And what if it comes to a smartphone? A little research before such a purchase seems more logical.
Every consumer is unique as an individual, but at the same time, people of different ages, genders, and professions around the world share some patterns when choosing products and services. Understanding these сustomer behavior traits allows marketers to develop effective solutions to increase audience loyalty and company revenue.
By continuing to read this article, you will learn:
The concept of consumer behavior includes the actions, reactions, and decisions accompanying the purchase path. Simply put, the term describes when, why, and how often consumers choose a particular product.
Studying audience behavior helps to better understand customer needs and motivations. The data gained from analyzing purchasing patterns is used in predicting the buyer's next steps and reactions and allows you to personalize each customer's experience. As a result, your marketing stops being a shot in the dark. It starts positively impacting your following goals:
Over the last decades, the development of technologies has significantly affected our daily life and, as a result, consumer behavior. The Internet has become more accessible, and shopping has gradually migrated from offline to online. Further, customers increasingly began to choose goods and services on mobile devices instead of desktops and in apps instead of browsers. The most noticeable changes in shopping habits were caused by the Covid-19 pandemic.
Various research companies regularly publish reports on the latest trends in buying behavior, where marketers can get valuable insights on working with their audiences. Here are some conclusions.
According to the study, customers' decision-making process has transformed from lengthy searches to "snatches" on mobile devices. Sessions are becoming more frequent and shorter because, in most cases, the smartphone is at our fingertips and can satisfy a need for information and even a service. It means that brands need to ensure their presence in the mobile space.
Manufacturers from some niches are already seeking to compensate for this with augmented reality (AR). More and more consumers can "try on" new clothes or furniture for their homes. In addition, AR has quietly become part of our communication with friends and colleagues. Do you need new makeup or an unusual interior during video meetings? The filters and backgrounds of today's services and apps will give you that experience.
This payment method is not widespread yet, but it is already possible to identify the categories of goods where such purchases occur most often: gift cards, electronics, clothes/shoes/accessories, groceries, and luxury goods. Brands from these niches should track such a trend to keep up with their competitors.
As a rule, everyone's purchases take place under a combination of two conditions:
An in-depth study of purchasing behavior reveals that there is a web of many emotional, psychological, and economic factors behind these conditions. People are driven by their motivation and external influences. On the one hand, the large number of factors influencing consumer behavior makes it difficult for marketers to do their jobs. Even a successful marketing strategy requires regular review. On the other hand, if audience behavior is flexible, the brand has a chance to influence purchasing decisions. However, companies can't control all factors. Let's take a look at what can push consumers to choose a particular product.
The category includes customers' individual traits such as age, gender, marital status, income, personality traits, lifestyle, etc. These characteristics significantly impact a person's desires, needs, and abilities.
For example, a typical student's purchase in a booking service might be tickets to their hometown for a weekend and inexpensive housing for a summer vacation trip. After getting a well-paying job and getting married, their usual order might be 2 tickets to first class.
This is a group of the most difficult-to-predict reasons that actually have a decisive influence on the customer's interaction with the product. This refers to the person's emotional reactions, moods, perceptions, and attitudes.
User actions can be a reflection of brand actions as well as other external factors. For example, a language learning app sends a push message to return to training: "20 minutes of lessons a day is a small step toward your dream job". If this resonates with the user's current goal, such a notification may motivate them more than others.
The opposite example: parents are upset by the child's behavior and decide to remove all game apps from the device as punishment. In this case, leaving an active user is not caused by dissatisfaction with the product. At the same time, there is still a probability that he will come back after some time.
Every person, to some degree or another, consciously or unconsciously, is influenced by the surrounding society. We often rely on the opinion of friends, loved ones, colleagues, and even strangers when making a choice. For example, you may want to watch a popular TV series because everyone around you is talking well about it.
Here are a few more thoughts that visit us because of society's influence:
In this context, it is also worth taking into account the person's role in society because it determines the expected actions of the buyer. The same person can simultaneously be a son and a father, a manager at his main job and a blogger in his spare time. His consumer behavior will be different for each listed status.
Another important criterion influencing buying behavior patterns is the product the customer chooses. Chocolate, seasonal shoes, a smartphone, or a car – each purchase is characterized by a different frequency and decision-making features. A similar pattern applies to digital products: the session duration and regularity of use of a gaming app and a banking app will differ significantly.
Researchers of consumer behavior have developed several theories and classifications describing algorithms of consumer actions when choosing goods or services. Next, we will consider 4 typical models of behavior, the main theses of which can be interpreted for most niches, including mobile applications.
Purchases are made by inertia, in autopilot mode. It is inherent in consumers when choosing familiar and usually inexpensive goods. Offers from different brands do not differ much in properties, so the customer most often buys the product out of habit.
The customer uses the Google browser and Google translator on the desktop, so in the Google search results, he will find this service in the first place when entering the word "translator". When the user needs to install a simple translation app on their smartphone, he’s more likely to choose the Google app out of habit, not looking at the other solutions in the app store.
The consumer is not inclined to experiment, so the main task is to draw attention to your product:
This type of behavior occurs when the consumer wants to try new variations of the same product, and there are numerous offers from different brands on the market. The customer is open to new experiences, tastes, and formats.
The user spends a lot of time on social networks and makes creative content through photo and video editors. After using the available effects, he looks for new formats and templates in other apps to diversify his stories and posts.
Buyers seeking diversity are receptive to external influences and new information. It means they are more likely to respond to promotional campaigns and make impulsive purchases without long deliberation. Companies can use the following methods to engage such audiences:
Keep in mind that this type of behavior can also work against you. In order not to lose users who are chasing novelty, review your product regularly and make necessary updates.
This behavioral pattern is usually inherent in customers who are hesitant to buy some goods and services. Uncertainty of choice can be caused by various factors:
In other words, dissonance-reducing buying behavior is any action a customer takes to reduce the possible risks or discomfort when buying an unfamiliar product.
Dissonance-reducing buying behavior is one of the explanations why applications are removed soon after installation. For example, a user is interested in writing music but is still utterly unfamiliar with audio sequencers for mobile phones. He installs several of them to evaluate their usability and functionality. After choosing one product, he deletes the other apps from the device.
To influence buyers with insecure buying behavior, your campaigns must work in two ways:
Here are a few techniques to help achieve the desired result:
This model is based on the tendency among people to save money and look for bargains at the lowest price. The customer takes a rational approach. He is result-oriented and estimates the value for money. The consumer does not pay attention to the brand: he compares the properties of the product and its cost.
The user chooses an application to learn a foreign language. Two selected apps are attractive at first glance: it uses gamification and different content formats for easy assimilation of knowledge. A premium subscription to the first app costs more, but all the content becomes available to the user. The second app has a cheaper premium plan, but some thematic courses need to be purchased additionally.
To make your app stand out from the competition, you can use one of these approaches:
If the user can make in-app purchases, it's important to help them decide. To do this, provide the following solutions:
A true understanding of customer behavior cannot be based only on theory, hypotheses, and research studies of other companies in your niche. To develop a successful strategy, you need real data about your audience. A combination of four types of information will give you a complete picture of your customers' buying habits:
To implement data-driven marketing into your strategy, follow these steps.
Some methods, such as cookies or tracking user activity across other apps and sites, require user consent. In this case, you should not just send a standard dry request but show the client what benefits it will bring him.
Review your marketing campaigns periodically and make necessary changes to the communication or product as you get data on new behavioral trends.
A typical day for the average person consists of habits and micro-decisions. For example, you usually wake up early, drink coffee, and read the news. Colleagues don't bother you about work matters at this peaceful time. Tonight you were going to stay home, but your friends suggest you go to the cinema because the movie you have been waiting for is coming out. So you change your mind about being a homebody and, after all, go out.
A similar parallel can be drawn in business activities. When you know the habits, needs, intentions, and desires of your clients, you can be as helpful as possible and, simultaneously, not distract. Make consumer behavior analysis an integral part of your campaigns, and you'll soon get great results.
If you want to learn more about audience behavior, you can get useful information on behavioral segmentation from this article.
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