There are 4 primary motivations for going online, according to a new A.T. Kearney study: interpersonal connections; self-expression; exploration; and convenience.
Yet the extent to which those factors motivate consumers can differ quite widely across various countries, with few connected consumers in the U.S., for example, motivated by the potential to express their opinions and be heard.
Overall, 95% of respondents (consumers who go online at least once a week) across 10 markets studied agreed with statements related to the motivation of exploring new subjects.
There was also strong agreement among connected consumers that convenience is a motivator for going online, with this measure along 3 lines:
- Accessing products and services and making purchases (92%);
- Flexibility choosing entertainment when it’s wanted (83%); and
- Finding locations when walking or driving around (82%).
While there was not much variation in agreement with those motivations among the countries studied, the extent to which consumers agreed with other drivers of connectedness did vary.
For example, while 94% of respondents in India agreed with questions related to connecting with friends and family as a motivator, just 34% in Japan concurred.
Similarly, while 89% in China agreed with questions related to motivations of self-expression, only 30% in Japan feel the same way.
(The U.S. also under-indexes the global average in this regard, with just 38% being motivated by self-expression.)
The analysts note that these motivations mean that brands should address consumers’ needs by “building communities, holding conversations, entertaining, and educating consumers.”
The results also suggest that the relative weight given to each of these should vary by target country.
Meanwhile, consumers’ motivations translates into how they allocate their time online.
For example, in Japan where few are motivated to go online in order to connect socially, consumers reported spending more time shopping online than social networking.
Meanwhile, consumers in China reported spending more time with online entertainment than respondents in other countries.
Separately, Chinese respondents were more motivated than any others to go online by the ability to flexibly choose their entertainment.
On a separate note, the study finds a strong — and not entirely unexpected — correlation between age and the influence of social networks on buying decisions.
While 32% of those aged 16-25 said that they frequently base their buying decisions on their social network, only 5% of respondents over 65 agreed.
SOURCE: Connected Consumers Are Not Created Equal: A Global Perspective