Consumers take faster decisions, says study

Marketers have less time on their hands as the consumer decision-making patterns and speed-to-action are radically changing.

According to research findings released today by the Inter Public Group's public relations firm Weber Shandwick, the decision-making among global consumers has accelerated in recent years.

Titled "New Wave of Advocacy", the global survey points out that nearly two-thirds (63 per cent) of the global consumers are deciding to support or reject issues, causes, companies, products and services quicker than they did two to three years back.

Several factors are fuelling this speed. The consumers are better informed because of the emergence of multiple media. They have stronger voices as blogs have emerged as an important medium to voice dissent or acceptance. The consumers have easier access to information and experts.

The study reported that "Badvocates" (people with an axe to grind) waste no time in spreading the bad word. They actively make their dissatisfaction known in a variety of ways and do so more quickly today than two or three years ago. 76 per cent of the respondents express their displeasure within a week.

The good news is that nearly one out of two global consumers (45 per cent) is identified as an advocate. Advocates take action to support or detract from issues, causes, companies and products, such as making purchase recommendations, sending letters to companies or elected officials, or organising protests or boycotts.

"High-intensity advocates are critical to reach," says the study and adds that the most vital advocates are "high-intensity advocates," who represent a mere nine per cent of all the global consumers.

This set of consumers influence others' decisions, make decisions faster and demonstrate their support or lack of support more zealously than "low-intensity advocates" (36 per cent).

The study noted that advocacy is more common in Europe and Asia than the US. In Europe and Asia Pacific, the advocates are more likely to be influenced by environmental and social causes than in the United States.

"These regional differences present opportunities as well as challenges for multinational marketers who want to communicate their messages more broadly to the global audiences," said the study.

Following broadcast and print, the online media ranks third in influence.