Digital Economy
Understanding consumer behavior in the digital landscape.
What is the Digital Economy Segmentation?
The Digital Economy Segmentation offers insight into the values, motivations, and attitudes that drive consumers’ decision-making – with a special focus on their orientations to and engagement with technology. Drawing on this seven-group segmentation and our industry specialists’ expertise, we provide you with customized, actionable guidance on reaching your key markets in the digital landscape. We help our clients map their customers’ journeys, identify critical touchpoints, fill gaps, and ease pain points. Our capabilities help you connect in the ways that matter, growing your organization’s brand engagement and loyalty.
Digital Economy Segmentation Report
The Digital Economy Segmentation provides us with a deeper understanding of the values, motivations and attitudes that drive consumers’ life context and decision-making influences based on their orientations and engagement with technology in the modern digital world.
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How can this tool support your research needs?
The Digital Economy Segmentation helps to illuminate your market and competitive context; round out your understanding of target customers; and provide meaningful brand, marketing, concept, and product development direction – optimizing your strategic engagement efforts. By understanding the distinct segments in your market and how they relate to the digital economy, you can increase the relevance of your online presence, profile existing and potential customers with new depth, and uncover key motivational drivers and trends among key populations
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What defines the Digital Economy Segmentation?
Experiences and commerce increasingly flow through digital channels, and marketers must understand how decisions take shape in this new digital landscape. The Digital Economy Segmentation is a specialized application of Environics Research’s proprietary Social Values framework. It focuses on the characteristics and values that most strongly influence Canadian consumer decision-making when it comes to the digital economy – a space that includes e-commerce sites and digital media channels, as well as the many “real-world” market environments transformed by mobile technology, artificial intelligence, and other digital tools.
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What key factors that define the groupings?
These factors, in various combinations, are the variables that define how Canadians relate to and embrace or avoid technology:
- The tendency to favour human experiences and forms of social expression over technology-based experiences;
- The feeling of being empowered by technology, and enthusiastic about online experiences;
- The ability to adapt to new experiences and take risks in life; and
- A sense of comfort with disruption and change, and the ability to embrace the unexpected.
