Home topics technology Business Tech Digital eCommerce Business Tech A snapshot of the Digital-First consumer Guest Author June 16, 2015 What is a digital-first consumer? How do brands engage with this savvy, connected audience? According to research by ITU, there are over 3 million people online worldwide and 2.7 billion people using smartphones [1] . In addition, increasingly, digital is becoming the main and often only channel used for everyday activities by consumers, replacing voice and in-person interactions. A growing breed of consumers who select a digital option as the first source of interaction are known as the “digital first”. They prefer to engage in activities such as seeking a product or entertainment, contacting a brand, connecting with friends, or looking for love through digital means. The digital-first consumer is a challenging target for marketers and customer service representatives. This group expects immediate access to brands when they require information or help. They do not however, necessarily enjoy brands contacting them without first offering something of relevance and value at the right time. For example, if a digital-first consumer has an issue with a product or service, they will expect a brand to be available 24/7, on their channel of choice. If however, the brand happens to offer an irrelevant promotion, the company’s efforts will be considered annoying, or even worse, as “spam.” Should the brand breaks the rules of the digital-first generation, the consumer will “opt-out” – either via unsubscribing, unfollowing, or simple distancing themselves from the brand forever.