Understanding the new “social” consumer behavior

November 6, 2008

I just finished going through the Consumer experience report, from Razorfish a survey which has documented the online behavior and characteristics of more than 1,000 “connected” consumers on the internet. This was refreshing to read in the midst of all grim news and presentations from VC firms and the layoffs in internet firms.

The Consumer experience report looks at:

  • People’s life online and their exchanges and networks that they build on the web
  • Changing consumer behavior heralded by Web 2.0, UGC and the voice of the consumer
  • what is the real impact of the “social web”;
  • Key drives for transactions and purchases on the web
  • and who is really using the mobile web and what are they doing.

The survey report is nicely documented and gives several key insights into online consumer behavior. If you are building a consumer internet product, it would suggest you go through this report.

Here are some thoughts I found encouraging, with potential for building opportunities on

  • Search as the start of most online experiences
  • Increasing importance of user experience design and designing for the “Facebook generation”
  • Emergence of online video as a rising star and increased adoption across demographics
  • Accelerated adoption of social media technologies at a breakneck speed – Increasing popularity of Twitter, Facebook and other social technologies which connect people and enable conversations
  • Peer driven search and search from social recommendation sites driving digital commerce
  • Market for smartphone is growing and adoption of online mobile services nascent
  • Growth of mico conversations and social media tools like twitter -”I don’t remember how I kept in touch before!”
  • Increased use of widgets which mashup data from various sources and can be accessed on the web and mobile
  • Increased demand for data visualization and enabling users to track their activities over the social web.

So what are your thoughts on the report ? If you run an Internet startup, what are you doing to leverage this ?

razorfish consumer experience report

You can download the entire report in PDF from here.

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2 Responses to “Understanding the new “social” consumer behavior”

  1. Goktug Gedik Says:

    Thanks for the summary!

    Here are my top three points on this:
    * the change of they way people communicate
    * convergence of internet and mobile worlds
    * changing consumer behaviors and importance of social recommendation sites


  2. Great recommendations, thanks Goktug.


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