SURVEY

Digital media are the most powerful marketing tool for consumers to make a last-minute buying decision on beauty and technology products, according to a study by marketing consultancy firm IPG Mediabrands.

The proliferation of digital media has caused consumer behaviour to change dramatically over the past few years. Consumers, especially teenagers, are familiar with online technology and high-tech gadgets including smartphones.

Beauty and technology operators have been spending up to 10 billion baht a year on advertising, often via online channels, said Khanokkhan Prajongsangsri, business director of IPG.

"Although beauty and tech products may not seem to be related, they are starting to get close now. Tech-savvy male shoppers are taking care of themselves. They want to look good and are interested in many beauty products," she said.

On the other hand, female shoppers, who may not be tech enthusiasts, are becoming more interested in buying tech gadgets.

IPG conducted an online survey of 752 people, of whom 58% lived in Bangkok and 42% upcountry.

It found that young people aged 15-24 saw digital media as the most useful for purchase information. About 41% said online reviews of products and services, followed by web-based brand information, were useful.

However, 68% said in-store media were also important for making last-minute buying decisions, while 55% were convinced by sales staff to buy products.

Customers aged 25-34 have similar behaviour to the younger group but are more influenced at the point of purchase.

People aged 35 and above have high purchasing power and prefer to consume information online and via mobile searches.

About 54% looked at online reviews at the last minute before making a purchase and 50% visited web-based retail stores for information.

"A digital platform is crucial in navigating the decision-making process for today's shoppers," Ms Khanokkhan said.

Traditional media remain important for communications in the period before shoppers decide to buy products.