Over half of consumers (54%) expect that they’ll be more engaged with brands online over the next two years. That’s according to research by Forrester.
Consumers who are already digitally engaged are likely to continue to speak to brands online.
Among them, around 63% will be choosing brands that engage with local communities and 57% intend to shop with companies that are sustainable.
The report also noted that 20% of US adults who frequently go online feel that personalisation by brands undermines their control.
Forrester distinguishes between two main types of consumers – those who choose online digital services for convenience (44%) and those who progressively use digital services to stay in touch with brands (20%).
What this highlights is a shift in consumer behaviour towards more seamless digital and in-store integrations.
There’s also a growing desire among customers for brands to incorporate multiple tools to help them feel connected, including online, social media and telephone.