Create 'magic moments'

Global Consumer Insights Survey 2019


 

Create personalised, authentic experiences

The influence paid advertising has on purchase decisions is slowly weakening, as the influence of social channels, in the digital age, begins to dominate. Although 33% of those surveyed were influenced by traditional TV ads to make a purchase, 23% said ads that link them directly to offers and promotions for their favourite brand or product influenced their purchase decisions, and 20% prefer social media advertisements that allow them to interact.


 

To engage multichannel consumers, you need multichannel marketing

Consumption in the digital age takes on many forms – including through apps and digital services and in social communities and physical stores – across all industries. But even with the growth of online consumption, the importance of human interaction, as a channel for connecting with customers, shouldn’t be neglected. For instance, only 7% of the Swiss consumers surveyed have consulted a financial advisor online in the past 12 months, and only 19% would trust an online advisor.

This is also true when it comes to making online payments through apps. Consumers are more comfortable using their mobile apps for certain things, but some still prefer the assistance of human beings to help explain the products and make a convincing sales pitch. Switzerland ranks among the lowest consumer markets willing to pay through mobile, with only 22% of those surveyed having used a form of mobile payment while shopping in-store.

Contact us

Mike Foley

Mike Foley

Retail and Consumer Territory Leader, PwC Switzerland

Tel: +41 58 792 82 44