The year that’s been in the digital world…
By Karen Lewis: Client Services Director
So, as the year comes to a close, I’ve been asked to reflect upon the year that’s been and where it leads to in the digital arena. Interesting task - and one that I relish! Looking back, predictions for 2010 were dominated by adapting for and surviving the poor economic climate in addition to enthusing about this being the year of the mobile (finally!), given the phenomenal market adoption of smartphone technology.
And indeed, digital profited from the UK’s economic climate with price comparison, auction and cashback sites demonstrating the fastest growth rates in the industry as value for money dominated and influenced consumer purchase behaviour.
What has also happened is that shopping has become increasingly ‘social’ (e.g. Amazons user feedback and Groupon); ‘in-the-know’ consumers are more likely to seek lower prices online (via eBay’s Fashion Outlet and ASOS Marketplace) and, more importantly, influence shifted to peers with consumers reporting that they are now more influenced by user generated reviews than brand advertising.














