The new digitally evolving world has created economic and technological shifts that have fundamentally changed how customers behave. Customer expectation in the digital economy has changed, and businesses must evolve and adapt to this new marketing strategy to connect and sell to customers.
In a previous post, we explored how customers researching habits before making a purchase has changed in the new digital landscape. This article discussed two more ways that customer expectation has changed in the digital economy.
Note: This blog post was updated from an article first published on 9 Apr 2020.
CHOICE OF USE OVER OWNERSHIP
The past decade has seen a dramatic shift in customer mindset from ownership to “usership”. People are not as interested in filling their homes with physical goods anymore. They do not want to deal with upfront costs, the hassles of storage and maintenance and the frustration of obsolescence. People are owning less but using more and more services.
The rise of what is being called the “subscription economy” or “sharing economy” has enabled the shift from ownership to using and sharing through subscription-based services, common-usage of resources, all made accessible over digital platforms immediately and in a transparent way.
Entertainment Media Industry
Consider the entertainment media industry, the sales of DVDs have declined to almost obsolete levels. As of 2025, the number of global streaming subscribers is projected to surpass 1.1 billion, indicating a significant rise in demand for streaming services. When it comes to music, the number of music streaming subscribers recently surpassed 500 million globally.
Automobile Industry
Recent trends indicate a nuanced shift in vehicle ownership patterns, with certain demographics showing a decline in car ownership while alternative mobility solutions like car leasing and car-sharing services gain traction.
The percentage of 19-year-olds in the U.S. holding a driver’s license decreased from 87.3% in 1983 to 68.7% in 2022. This decline is attributed to factors such as rising costs of vehicle ownership and a growing preference for alternative transportation modes, including public transit and ride-sharing services.
The global car-sharing market was valued at approximately USD 136.0 billion in 2023 and is projected to reach USD 464.69 billion by 2032, exhibiting a compound annual growth rate (CAGR) of 16.60% during this period.
Traditional Media
Advertising revenue for traditional media like newspapers and television has been steadily declining over the years as digital news consumption has increased. Due to the shift away from traditional media, news organisations are increasingly looking to subscription and membership or other forms of reader contribution to replace revenues.
Technology and digital platforms have allowed customers to access personalised products and services with ease and immediacy. This has resulted in the change in customers’ attitudes, where value access and outcomes over ownership.
CUSTOMER EXPECTATION & EXPERIENCE
Related to what was discussed above in “Choice of Use Over Ownership”, people also value customers’ experiences over ownership.
Customers Expect Personalised Experiences
One of the most significant changes in customer expectation is the demand for personalisation. Today’s consumers want brands to understand their needs and preferences, offering relevant recommendations and tailored content. Studies show that over 70% of consumers now expect personalised experiences, especially among younger demographics like Gen Z and Millennials.
How to Meet This Expectation:
- Utilise AI-driven customer insights to deliver targeted content.
- Implement dynamic personalisation in emails, product recommendations, and ads.
- Improve customer segmentation to enhance user experience (UX).
Omnichannel Experiences Are the New Standard
The modern customer expectation includes seamless omnichannel interactions across various platforms, including websites, social media, and mobile apps. Consumers expect consistency in service and branding, regardless of how they interact with a business.
How to Optimise for This Expectation:
- Ensure a consistent brand voice across all digital channels.
- Implement chatbots and AI-powered assistants for 24/7 support.
- Use CRM software to track and personalise customer interactions.
Speed and Convenience Drive Customer Loyalty
With the rapid evolution of technology, customer expectation for speed and convenience has reached new heights. From same-day deliveries to instant support via chatbots, consumers now expect quick responses and seamless transactions. The rise of one-click purchasing and automated customer service has made efficiency a key driver of customer satisfaction.
How to Improve Speed and Convenience:
- Optimise website and mobile performance to reduce load times.
- Offer multiple payment options, including digital wallets.
- Invest in automated customer service and chatbots for real-time support.
Transparency and Trust Are Non-Negotiable
Modern consumers expect honesty and transparency from brands. Customer expectation now includes detailed information on products, pricing, and ethical business practices. Brands that fail to meet these expectations risk losing credibility and trust.
How to Build Transparency and Trust:
- Provide clear and detailed product descriptions with verified reviews.
- Communicate pricing structures and policies upfront.
- Share behind-the-scenes insights and ethical practices on social media.
Economic Uncertainty Increases Customer Expectations
Surprisingly, during economic downturns, customer expectation for high-quality experiences increases. Over 50% of consumers expect brands to maintain or improve service levels even during financial challenges. This trend is even stronger among Gen Z consumers.
How to Adapt During Economic Challenges:
- Prioritise customer loyalty programs to retain clients.
- Offer value-driven content such as educational blogs, webinars, and guides.
- Focus on customer-centric marketing rather than aggressive sales tactics.
The digital economy has revolutionised the way businesses operate, significantly transforming customer expectation in the process. With the rise of e-commerce, social media, and AI-driven experiences, consumers now demand faster, more personalised, and seamless interactions from brands. To stay competitive in today’s fast-paced digital landscape, businesses must adapt to these shifting customer expectations.
