DG SANCO

1

Who is the Modern Consumer? Speaker David
Mair Head of Unit B1
2

• Take-up of the Internet
• Cross-Border
• Net Generations
• Digital Contents
• Behavioural Economics

3
Take-up of internet BBPR
3
4
Take-up of Internet Users
4
5
Take up of Internet Business
5
5
6
Cross-Border shopping Consumers
6
6
7
Cross-Border Price comparison
7
7
8
Cross-Border Business
8
8
9
Cross-Border Current sales to final consumers
9
9
10
Cross-Border Problems

• Language cultural and Technical barriers

• Cross-border logistics

• Cross-border payments

• Administrative and Regulatory Barriers

• Search and advertising

10
10
11
Identifying the Net Generation
11
12
Identifying the Net Generation
Technologies Typewriters Telephone Memos TV Fa
mily Focus
Technologies Video Games PC Email CDs Individu
alist
Technologies Web Cell Phones IM MP3s Online
communities
13
The Young Net-Generation

• Young people are changing the way marketing is
  conceived.
• Net Geners compare prices, contribute to the
  creation of products.
• Net Geners are generally better informed than
  their parents on new clothes and cars. As a
  result, they influence their parents purchasing
  decisions.
• 83 of Net Geners reported they already know what
  they want before going to buy a product.
• 7 out of 10 youngsters want to collaborate hand
  in hand with companies to create better goods and
  services.
• 32 of teens buy things their friends have. When
  they do not have experience about a product 29
  of them ask their friends for advice.

14
Network and Web 2.0

• Companies started to understand that Net Geners
  are a resource and exploited this resource
  through networks and the Web 2.0
• Examples are X-Men movie 2 Million friends,
  Toyota Yaris 58.000 friends.
• Net Geners discount Corporate Messages and
  believe their friends ones. For this reason it
  is difficult for marketers to penetrate social
  networks.
• 77 say that if they encounter untrue advertising
  they would convince friends not to buy a product.
• On-line reviews of products increase sales of
  50.
• Targeting and profiling is becoming over
  diffused. Ex. Amazon.

15
Digital Contents History
16
Digital Contents Future trends
?
Is Kindle the Ipod for eBooks
16
17
Behavioural Economics Framing

• GROUP 1
• Imagine you were to subscribe to your favourite
  magazine (Economist, Science, Nature, Test Achat,
  Que choisir?, Which? ), please indicate which
  one would you choose from the following
  subscription options
• a)Internet-only subscription for 49
• b)Print-only subscription for 105
• c)Print-and-Internet subscription for 105.

GROUP 2 Imagine you were to subscribe to your
favourite magazine (Economist, Science, Nature,
Test Achat, Que choisir?, Which? ), please
indicate which one would you choose from the
following subscription options . a)Internet-only
subscription for 49 c)Print-and-Internet
subscription for 105.
?² (1) 6.89 Pr 0.009
18
Behavioural Economics Default

• Closely linked to framing are default options.
  When car rental agencies include insurance unless
  you specifically decline it, they are covertly or
  overtly guiding your choices. When defaults
  affect choices, individuals are said to have a
  default bias.

19
Thank you for the attentionDavid Mair Head of
Unit B1