Consumer behavior has altered dramatically in the last few years, mainly due to the far-reaching effects of the ongoing Covid-19 pandemic. This evolution doesn’t show any signs of stopping in 2022. Marketers have reason to believe that consumer behavior will continue to experience changes this year. Here’s why—and how.
What Is Consumer Behavior?
Consumer behavior is multifaceted and complex. The term refers to the study of the consumers themselves and their processes to select, use, and even dispose of a service or product.
In addition, the study of consumer behavior encompasses the consumers’ mental, behavioral, and emotional responses. In addition, consumer behavior can depend on culture or even geographic location.
For instance, consider the behavior many consumers exhibited during the onset of the Covid-19 pandemic. In March 2020, store shelves were barren, and essentials such as toilet paper and antibacterial wipes were in high demand due to stockpiling. The core of consumer behavior is figuring out how people satisfy their needs and desires.
Why Is Understanding Consumer Behavior Critical For Marketers?
Thorough comprehension of consumer behavior is necessary because it can help determine what impacts a consumer’s purchasing decisions. In addition, marketers who understand consumer behavior will be able to present their services and products in a more digestible and appealing way to consumers. Ultimately, understanding consumer behavior is the single most impactful way to reach and engage with customers.
In addition, with advances in technology and the arrival of the metaverse, consumer behavior will only become more complex. Therefore, marketers need to have their finger on the pulse today to predict consumers’ behavior better tomorrow. This could significantly impact a marketing campaign’s success in today’s highly competitive global market.
How Will Consumer Behavior Evolve In 2022?
Consumer behavior will continue to shift throughout 2022, just as it did in the past two years. Here are just a few ways businesses will witness a shift in consumers’ behaviors moving forward.
Pandemic Weary Consumers Will Search For New Ways To Fulfill Their Needs And Seek Comfort
Consumers have been grappling with uncertainty for several years now, and they’re increasingly wary and guarded about how much money they are spending. In addition, due to ongoing supply chain shortages and disruptions, consumers need to reset their expectations constantly.
In addition, consumers are looking for ways to find comfort and happiness in the short term. This means that products that provide immediate satisfaction (and a much-needed reprieve from pandemic fatigue and an uncertain future) will thrive. For instance, consumers might be seeking products that allow an escape from the present and help them find a moment of joy, such as an at-home spa set.
Consumers Will Increasingly View The World As A Digital Space
With the buzz around the metaverse and a heavier reliance on technology to communicate throughout the pandemic, it’s no surprise that consumers are increasingly viewing the world as a digital space. Since the beginning of the pandemic, over 60% of online adults in the United States have begun making online transactions for the first time. In addition to this, nearly half (44%) of consumers in the U.S. upgraded the technology in their homes.
In addition, there is greater demand for digital customer service touchpoints than there was two years ago. While reliance on technology used to be pinned to one demographic, this digital transformation impacts people of all age groups.
Consumers Are Making Purchasing Decisions Based On When They Need The Product
Due to pandemic-era supply chain shortages and shipping delays, consumers in 2022 are more likely to ask themselves when they need a product and not where they will purchase it. As a result, consumers are now asking themselves how timely their purchase is and if they can fit shopping into their schedule.
Are you looking to put consumer behavior insights to work for your marketing campaign? Contact Inspira today to learn more about how we can help!
SOURCES:
8 Customer-Experience-Related Predictions For 2022 | Forbes
Predictions 2022: Consumer Behavior Shifts As Disruption Persists | Forrester
Consumer behavior in marketing - patterns, types, segmentation | Omniconvert
Gain a Better Understanding of Consumer Behavior | Southeastern Oklahoma State University
Pandemic Stockpiling Across Cultures | AMA
Five Consumer Trends Businesses Should Watch For In 2022 | Forbes
