Think Tank: In the Customer Experience Era, Behavior Matters More than Demographics

Phones, tablets, gaming consoles, smart speakers. Today’s consumers use all of these devices to engage with content that drives their buying decisions. We recently surveyed 1,000 people and found that half of them use more than one device. Twenty-five percent of Millennials surveyed said they use three or more devices simultaneously to engage with digital content — a 130 percent increase year-over-year. But at the same time, we also found that 49 percent of shoppers still buy in brick-and-mortar stores, while 48 percent shop online and 44 percent use a brand’s web site. These realities underscore the need to deliver a holistic customer experience across devices. While today’s focus is on smartphones and tablets, new channels are shaking things up. For example, 10 percent of survey respondents said they used smart speakers or home assistants to buy products in 2018, a 160 percent jump from the previous year. Brands now have no choice but to create content that dovetails with people’s device usage. The question is how to match the right content with the appropriate device, at the right time and place for the consumer. The answer lies in the data. Every swipe, click and voice command provides clues to consumer intent. But it’s time for

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