There are 3.6 billion “connected consumers” online, according to Larine Urbina, vice president of communications at Tetra Pak, and those connected consumers are changing the customer journey.
Connected consumers spend four or more hours online every day, engage with brands online, want to be actively involved in brands and products and connect via mobile devices.
Urbina spoke at Petfood Forum 2018 in Kansas City, Missouri, USA, in April. She stressed that connected consumers go beyond just the millennial generation and are a range of people who are online on multiple devices all the time, are engaged with brands online, and share information with their online networks.
This gives companies an opportunity to connect with consumers. Because consumers are researching brands and companies now more than ever, Urbina said companies need to be transparent, answer consumers’ questions and take advantage of these two-way conversations online by being engaged with their audience.
Urbina said connected consumers see social media as “substantially more believable than advertising.” According to survey results she presented, 58 percent of consumers access branded content via social media, 36 percent find out information on social media, 33 percent ask a question on social media, and 48 percent express an opinion on social media.
Petfood Forum 2018 was held a the Kansas City Convention Center in Kansas City, Missouri, USA, on April 24 and 25. Petfood Forum 2019 will be held April 29 to May 1 at the same venue.
