Profile of the new digital consumer

Characteristics: hyperconnected, impatient and well-informed.

The technological environment has given rise to a new profile of shopper who lives in symbiosis with their mobile devices.

This "hyperconnected" consumer is online most of the day, communicating and consuming information in real time across multiple screens.

A defining characteristic is their impatience; accustomed to the speed of the web, they do not tolerate slow loading times or cumbersome purchasing processes.

If a platform doesn't deliver what he's looking for immediately, he will abandon it without remorse to seek a more streamlined alternative, as he values his time over loyalty to a specific platform.

The search for social validation and constant comparison.

Before making a transaction, this new consumer goes through an exhaustive research phase.

He is defined as an "undecided" or analytical consumer who needs to validate his choice by comparing prices, features and, above all, third-party reviews.

They browse forums, social networks and review sites to contrast the brand promise with the actual experience of other users.

Corporate information is no longer enough; social validation and the "online reputation" of the store or product are determining factors in reducing uncertainty and moving toward the purchase decision.

The power of the customer in the age of social media and immediacy

The asymmetry of power between brand and customer has been reversed. Today, the consumer has powerful tools to influence the market: they have access to global information about the offer and, more importantly, they have the ability to publicly sanction companies.

A bad experience does not remain in the private sphere; it is shared in networks, affecting the brand's image in the eyes of thousands of potential buyers.

This power forces companies to offer immediate and transparent service channels, and to involve the customer in the creation of