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The new crown epidemic is subverting the global community normality in the past. As people continue to adapt to this new normal, Facebook has also found some new consumer behaviors. One of the major changes is “Internet convenience”. This macro change shows that from social mode to payment mode, the network platform increasingly shows the innate demand of human beings for social interconnection. These digital interconnections not only bring more convenience to people’s lives, but also may change people’s social and shopping styles for a long time.
1、 Redefine social experience
Whether it’s work, study or entertainment, digital channels are crucial to people’s communication during the epidemic: 53% of US respondents said that the Internet was an important tool they used during the epidemic. With the help of science and technology, people’s pressure caused by their inability to interact with each other in close social contact has been alleviated. More than one-fifth (23%) of the respondents worldwide said they used the online community to relieve the pressure.
Forty percent of Americans say they miss physical intimacy more than emotional or spiritual intimacy. So everyone began to carry out some activities that can give people this sense of intimacy, such as finding new fun in the process of playing board games with their families. Although the brand may not be able to provide a safe space for face-to-face communication offline, it can help people ease their loneliness, connect people through digital contacts, share the good time together, and create a sense of belonging.
① Seek solace in the game world
For some people, the real world outside is always unpredictable, and the virtual world has become their “haven”. Data show that 82% of the global respondents played and watched video games during the new epidemic.
In addition to meeting people’s need to escape from reality, the virtual world has become a new social interaction atmosphere. For example, live concerts in games attract millions of viewers. As people continue to explore the digital sharing experience, those brands that have the strength to occupy the front row position in the virtual world will get more favor.
② Choose Internet communication for health reasons
When physical contact is potentially dangerous, experiencing telemedicine in healthcare institutions is a popular solution. The proportion of people using telemedicine services in the United States has increased from 11% in 2019 to 46% in 2020. As people’s attitudes continue to change, we may see more and more people using technology to broaden their access to medical services.
2、 No cash payment is king
Cash payments have been steadily declining for years. In 2017, bank cards replaced cash as the most common payment method in the UK. In addition, half of Swedish retailers are expected to stop collecting cash by 2025. The spread of the epidemic has greatly accelerated the transformation to a cashless society. There are two main reasons: one is that people worry that the virus will spread through coins and paper money; the other is the widespread popularity of e-commerce. Now that this kind of infrastructure has been established, the change from cash settlement to mobile payment may become the norm.
① Consumers over 65 are more likely than ever to use digital payments
The new epidemic has prompted many people to turn to digital platforms for daily needs, including the elderly who are sometimes hesitant about using these services. In May 2019, only 16% of people aged 65 and over were online shopping more than once a week. After the outbreak of the new crown epidemic, the number has risen to 43%. By adopting the design of full age coverage, brands can help consumers browse these online platforms more effectively and attract them to interact for a long time.
② People who depend on cash face the challenge of not keeping up with the digital payment era
Although cashless societies have taken shape in some parts of the world, this shift is not universal. Cash payments remain dominant in large economies such as Brazil and Japan, while as many as 1.7 billion adults worldwide do not have bank accounts. As more and more payments are made digitally, brands must seriously consider how to promote financial inclusion, or they may ignore those who rely on cash. In this regard, it is possible to narrow the gap in this area where the digital payment infrastructure has not yet been popularized by adopting the financial technology solution of mobile priority.
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