Customer 360

CHAPTER 5What Do Customers Want Right Now?

In this chapter, we’ll focus on the customer side of the Customer 360—on their behaviors, habits, channels, preferences, and attitudes. To do this, we’ve sifted through many different data sources, organized by theme. Our goal is not to be encyclopedic but to ground and influence your own thinking about your Customer 360. At the end of the chapter, we’ll pull it all together into a list of what we believe are 14 megatrends in customer experience.

WHERE ARE ALL THE CUSTOMERS?

If the average adult consumer’s “media day” were a clock, Figure 5.1 shows what it would look like.

The clock varies by age, of course, with younger people spending more time online and less time (tragically) reading. And there’s overlap—called multitasking—across channels.

More than 5 billion users are on the internet now, or 65% of the global population. Most of us are highly mobile. More than 90% percent of these internet users access the web on a mobile device at least part of the time. The mobile share of daily internet time continues to grow quickly, from 28% of total time 10 years ago to almost 60% today.

Social media is still a major time sink—uh, locus of connection—but it’s extremely focused, due to network effects. Each month, the average time a person spends on YouTube is almost 24 hours (a full day). Facebook is close behind at 20 hours, and WhatsApp consumes more than 17 hours. In fact, you can reach 61% of the American public (over age 13) on Facebook ...