Savvy consumers wait for marketers to catch up
Source: Brand Week
Maybe they’re flattering themselves, but lots of Americans believe they’ve become more adept as consumers during the past couple of years. However, an AdweekMedia/Harris Poll finds they are less inclined to believe that brands have adjusted their marketing to keep pace with this greater savvy.
The first of a pair of questions asked the respondents whether they think they’ve become savvier as consumers since the economy’s downturn began. The chart here excerpts the findings. In a breakdown by age group, the 35-44-year-olds and the 55-plusers were especially likely to say they’ve become much savvier as consumers, with 40 percent of each cohort voicing that opinion. The survey’s 18-34-year-olds, who may have thought they were pretty savvy to begin with, were the least likely to say they have become much savvier (27 percent).
One surprise in the data: While men are notorious for thinking well of their know-how, the poll’s male respondents were less likely than their female counterparts to say they’ve become much more savvy as consumers (31 percent vs. 38 percent).
