What motivates consumers?
Consumers in developed markets, such as the US and UK, displayed different motivations than their counterparts in emerging markets like China and Brazil.
About the studyConsumers today have access to an overabundance of information on a plethora of screens, from TVs and PCs to tablets and mobile devices. With so much content competing for their attention, we wondered: what motivates consumers to take action?
To find out, Microsoft Advertising and BBDO partnered with Ipsos OTX. The goal of the study was to find out how consumers in emerging and developed markets discover advertising campaigns; how brands can best engage consumers after discovery; and how brands can motivate consumers to act after engaging.
Key takeawaysConsumers in developed markets, such as the United States and the United Kingdom, displayed different motivations than their counterparts in emerging markets like China and Brazil.
In developed markets, consumers respond best to campaigns they perceive as serendipitous discoveries. They also want to feel in control of the decisions they make, so brands needs to enable consumers to make choices from relevant options—in short, in developed markets brands need to prove their value to people.
Consumers in emerging markets, on the other hand, respond to things and activities their social circle is talking about. They want to be involved in the conversation, so in these markets brands can encourage consumer engagement and action by sparking social interaction, hoping people to feel ownership of the brand experience.
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