In 2015, GroupM ever surveyed about the behavior of consumer that make them perceive the new group of people called New Internet Users. They are the people who use the internet on smart phone.
Gen Now = New Normal
From the seminar of GroupM Focal 2018 perceive the behavior of New Internet Users are more interesting, so GroupM divided into 2 group of users
1) New Internet User: They are the old person who know only the way to use the internet
2) New Born Internet User: They are the person who born with the new technology and use the internet adroitly.
The result of sample survey that collected from 200 people by spending 3 months to collect its. It presents about two group of users that describes in above columns, they will use their smart phone to connect the internet adroitly but different style for using internet that depend on lifestyle of each person.
Internet is created the new passion for users
Moreover, the result shown about users’ behavior are changing from the previous, users will get the new passion, and have opportunity to know other people that are preferred in the same things by using internet. In the present, workplace will also force ‘New Internet User’ to feel familiar with the digital technology. To illustrate, sellers who sell the trees on the shop have to sell their products on online channel. Because of consumer's behavior changing, they use the Line application for buying the products that they want.
Behavior of Gen Now Users
From the surveys shown that consumers' behavior had changed from the previous. For example, behavior of new audiences doesn't watch the drama in the prime time on television, but they will consume the media in several kinds of application such as Youtube, LINE TV etc. In addition, the audience will consume the media in everywhere and every time that they want to consume. Recently, people didn't hurry to go back their home for wanting to watch the drama on television because they can watch on the online channel after its on air on the television. Then, the rate of people who listen the radio program is increasing than the previous. However, those people doesn’t want only to watch the program on the online channel, they want the stability on the online channel and annoying the advertising on video that they watch on the online channel. Therefore, these are the most important factors that marketer should understand about their consumers.
Gen Now spending on digital channel
Convenience is the most factor to make users spending, and they also use this way to create their own revenue such as webpage of Taxi serving, some food shop use QR Code Mobile Banking for payment system on their products , and Top-up machine around other provincials.
The most important thing that marketer should know for understanding 'Gen Now'
The target market in the recent is beyond demographic planning and marketing, so marketer should provide the convenience items for them as provides the easily payment channel when they buy the product and shouldn't annoying them because of consumers' diversity.
