Until recently, there was a clear distinction between where “work life” activities, and “personal life” activities took place. But as the pandemic has eased, hybrid work has become the norm and life has become blurred, creating what we can now refer to as the “Workday Consumer”.
A study by Forrester Consulting discovered that 59% of Workday Consumers consider both their work and personal tasks equally important, alternating between employee and consumer modes throughout the day.
Over half (51%) of survey respondents reported that online purchases during work hours have increased since the pandemic began. In addition to browsing social media during work time, two-thirds (62%) research or purchase products and services regularly, with 44% expecting their work-time shopping to increase in the next year.
Even more interestingly, most of the research and online purchasing is now done via PC, rather than mobile. Marketers must not only adjust how they target consumers, via PC or mobile, but also change the times when ads should be shown, since most people now shop during the day, and not at night.
“Digital marketing must operate at the intersection of work and life. No longer can marketers continue using demographic targeting the way it’s used today—they must now incorporate consumers’ mindsets into the advertising strategy,” John Cosley, senior director at Microsoft Advertising
By knowing more about consumer buying behavior, a brand can adapt its approach and avoid being left behind.