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Digital media is redefining consumer mind-sets, patterns of purchase and decision-making. Digitally active consumers have embraced the Internet, telecom, media, and social space, changing the way consumers communicate, transact and make purchase decisions. These consumers rely on Internet research, friends and online peer reviews as opposed to ‘sponsored’ communication. This new breed of active, informed and assertive members are identified by their need for independence, uniqueness and participation.
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