“These new consumers are relevant to companies that operate in these countries today as well as the multinationals looking to grow their footprint and balance their global portfolios,” said Fabio Vacirca, global commerce lead at Accenture Song. “However, strategies based on the western model of consumerism — the steady evolution from brick-and-mortar to digital commerce models that occurs over decades — won’t work for these consumers.
Consumers span across three generations , which Accenture’s data shows are already spending a significant amount of time online when discovering, considering and making a purchase. Eighty percent of surveyed consumers reported using online channels such as search engines, social media and videos to research products before purchasing. And 76 percent of these consumers said they were influenced by likes and good comments when making buying decisions.