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Cognizant Business Consulting
Helping organizations engage people and uncover insight from data to shape the products, services and experiences they offer
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Perspectives

The Five Shades of the Digital Consumer

2015-09-29


As more and more people embrace digital commerce in ever greater numbers, understanding what they seek from the experience becomes a more nuanced exercise for consumer‑facing organizations.

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As more and more people embrace digital commerce in ever greater numbers, understanding what they seek from the experience becomes a more nuanced exercise for consumer‑facing organizations.


Our survey of 1,512 consumers in the U.S. and Europe reveals a variety of behavioral differences and preferences across age and income categories. The infographic below outlines five categories of consumers based on gender, age and income. Each category reveals different motivations and needs. Understanding these differences can help consumer‑facing companies to better serve and retain existing customers as well as more effectively convert casual browsers into buyers.

Figure 1

To learn more, visit the Digital Marketing & Analytics section of our website.

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The Five Shades of the Digital Consumer