Consumer attitudes to advertising shift

BUSINESSES are being urged to re-evaluate how they interact with customers, as research indicates consumers no longer take information communicated to them via advertising and marketing at face value.

The Irish Lifestyles report, carried out by Mintel Ireland, examined the impact that the recession has had on Irish consumers’ lifestyles in terms of their shopping behaviour, spending habits and attitudes towards value, big business and fiscal responsibility.

The findings of the report suggest Irish consumers are now bypassing traditional methods when searching for information, with 48% turning to the internet as the first port of call rather than taking at face value the message they have been given by an organisation.

The survey found that 43% cited shopping habits as a key area in which the recession is impacting upon their lives and today’s Irish consumer is more price conscious than at any stage in the last decade.

In the post-credit crunch era, consumers will require claims and guarantees to be backed up with proof before parting with their cash.

Insight product manager at Mintel Ireland Emer Denny said the report showed that the days of the passive Irish consumer were at an end.

“The difficult economic climate has made consumers much more aware of not only their spending and saving habits but also the information that they are surrounded by on a daily basis through advertising and other marketing mechanisms,” she said.

“The rise and popularity of consumer websites shows that in order to prosper in this difficult climate, organisations big and small need to recognise the change in consumer thinking, attitudes and behaviours.”