consumer behavior

The Immediacy of Information-and Endless Options-Have Made Consumers Both Impulsive and Expectant of Instant Gratification

Editor’s Note: Commentary from Google’s Vice President of Marketing, Americas, Lisa Gevelber
People are making decisions faster than ever before, and they expect to be able to act on those decisions instantly.
Impatience, immediate action, instant gratification, even some impulsiveness—these are just a handful of descriptors for behavior today. We have all been empowered and emboldened by information. With our phones acting as supercomputers in our pockets, we can find, learn, do, and buy whenever the need arises—or the whim strikes.

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Millennials Value Experiences More Than Possessions

Research from Zenith Optimedia suggests that this generation “feels a growing affinity for brands that help them to take control of their lives and offer worthwhile experiences rather than more possessions.” The report, highlighted in Marketing Week, examines the factors that drive happiness in young adults. Among the findings: Read more »

The Year of Millennial Milestones

2015 will mark a year of major purchases and life experiences for Millennials, according to data from American Express’ Spending and Saving Tracker. This year, Millennials are more likely than older generations to: buy a car, start a new job, buy a house/apartment/condo, and take a leisure trip. Read more »

Buying Time

Euromonitor highlights the top global consumers trends for 2015. Among the themes: connected health, the rise of lightweight living, and buying convenience. Read more »

Forced to Be Bad

A study to be published in the Journal of Consumer Research found that “consumers are happier when someone else decides they can indulge in dessert or other guilty pleasures.” Read more »

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