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How does digital media influence consumer behavior?

Ardeth Chawner

Digital media has completely changed the way we live our lives in all aspects, and consumer behavior is no exception. Every day, we observe the influence of digital media on consumer behavior. It has modified the way in which consumers interact with brands, buy products, as well as make purchasing decisions.

As per the Pew Research Center survey, about 81% of Americans have smartphones, which means millions of people have instant access to the internet wherever they go. This, in turn, has prompted consumption patterns. Online shopping is one of them. With a click of a button and without leaving their home, consumers can purchase everything from groceries to high-end electronics. Social media influencers and bloggers have become a vital part of our decision-making process, as they regularly promote and review products on their platforms.

Another way that digital media influences consumer behavior is through social media ads. Recently, digital marketing has seen significant growth, and it is a considerable source of revenue for companies. According to Adweek, in 2021 alone, it is expected that global digital marketing will generate more than $389 billion in revenue. The targeting techniques used in digital marketing allow brands to put their products and services in front of people who are interested. With this, consumers are presented with ads that match their interests. These always appear on every site, YouTube videos, and the scrolling feed on loved social media platforms.

In regard to reviews, customers now have an easy way to share their experiences with products or services with their peers by leaving comments, ratings, and reviews on a brand’s website, social media platforms and other platforms like Yelp, Google, and Trip Advisor. Online reviews are influential in purchasing decisions. Indeed, BrightLocal has stated that 72% of consumers will only purchase a product, or consider this product, after they have read the corresponding comments and reviews from other consumers. Positive reviews can encourage consumers to make a buy-in, while negative reviews can push them away.

Digital media has also increased consumer knowledge. In the past, customers relied solely on salespeople in brick and mortar stores for information about products. Today, individuals can research and compare products in their own time, without any pressure which salespeople might exert on them. According to a recent survey, 93% of consumers find online reviews helpful when making purchasing decisions.

In conclusion, digital media has influenced consumer behavior in both positive and negative ways. Online access has transformed the way in which consumers buy products and make purchasing decisions. Social media platforms host ad targeting, and influencers have capitalized on millions of followers by promoting brands and products. Virtual reviews from other customers can either inspire purchase or lead to loss of interest. The knowledge that consumers have access to has also transformed the way in which we engage with brands and how we share the same with others in our social circles.