White Paper: NCR 2010 Global Consumer Research

Consumers today have unprecedented access to information—including price comparisons, advice, expert opinions and peer reviews—about products and services they are considering for purchase. Once limited to media such as newspapers, magazines, radio, TV and phone directories, growing numbers of shoppers and diners now seek input through websites, email, blog posts, text messages, tweets and more.

Few would question that consumers today use technology in their daily lives more than ever before. Or that this trend will continue moving upward as today's generation of "digital natives" becomes a larger percentage of the world's population. Most of this year's survey respondents connect to the Internet at home, use email and use mobile phones frequently or very frequently. The popularity of social networking is also reflected in the survey, with two-thirds reporting frequent or very frequent use of Facebook or similar websites.

The research shows that consumers—despite being more tech-savvy than ever before and empowered by greater access to knowledge and multiple channels for interacting with businesses—are frustrated by a confusing and chaotic shopping experience. They are tired of a world where "multichannel shopping" often means "silo-channel shopping," and of being inundated with irrelevant, inconsistent or conflicting information. These consumers seek greater control over where, when and how businesses interact with them and understand their preferences.