EY Consumers on Board: how to copilot the multichannel journey

Consumers on Board

How to copilot the multichannel journey

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The way customers behave is evolving rapidly

Technology has empowered consumers. They have become smarter, better informed and more demanding than ever.

Gone are the days when they were passive passengers with little choice other than to comply with the direction you set.In 2012, our first Consumers on Board report, This time it’s personal: from consumer to co-creator, highlighted the changing nature of commerce. It painted a picture of consumers who want products and services to be designed, sold, delivered, serviced and purchased in a way that suits them. Our new Consumers on Board research shows consumers have now moved even further down this path. Today, they are knowledgeable and self-confident, with the will and the means to share the controls.

For Consumers on Board, we conducted an extensive international survey, interviewing almost 30,000 consumers across 34 countries. Broadly, the survey data showed that consumers are doing more research before buying than two years ago. We’ve all become frequent flyers on “purchasing journeys” that often involve making careful comparisons before final decisions. To shine a light on these new and diverse consumer attitudes in the purchasing journey, we explored 10 categories:

  • Telephone and mobile contracts
  • Consumer loans
  • Household insurance
  • Food and beverages
  • Consumer electronics
  • Cars
  • Clothes
  • Commodities
  • Health care
  • Health insurance