The Digital Consumer

Question 1

Which types of brand messages appeal to people the most at the moment?

Answer 1

1. Humorous - 57%
2. Motivational - 47%
3. Educational - 34.5%
4. Thought Provoking - 34%
5. Reassuring - 34%
6. Inclusive - 18%

Question 2

What is digital identity?

Answer 2

The way we represent ourselves via text, images, sounds and video to others who access the web.

Question 3

How are our lives reflected online?

Answer 3

1. Social Touchpoints
2. Social Footprints
3. Lifestreams
4. Your Social Brand

Question 4

What are Social Touchpoints?

Answer 4

Increased links between lived lives and digital.

Question 5

What is a Social Footprint?

Answer 5

The mark made when you occupy a digital space.

Question 6

What are Lifestreams?

Answer 6

Time ordered streams of entries and posts.

Question 7

What’s included in Lifestreaming?

Answer 7

1. Transparency and Authenticity
2. Data Mining
3. Social Integration
4. Monetisation

Question 8

Why are consumers drawn to social media activities?

Answer 8

1. Affinity Impulse
2. Prurient Impulse
3. Contact Comfort
4. Immediacy Impulse
5. Altruistic Impulse
6. Validation Impulse

Question 9

Which bases of segmentation are relevant to target wired consumers?

Answer 9

1. Geographic
2. Demographic
3. Psychographic
4. Benefit
5. Behavioural

Question 10

What is Social Technographic Segmentation?

Answer 10

1. Creators
2. Conversationalists
3. Critics
4. Collectors
5. Joineers
6. Spectators
7. Inactives