Consumers want smooth, easy-to-carry out purchases

The customers, who are bombed with a wealth of opportunities are constantly striving to simplify their purchasing decisions. In addition to this, the use of digital technology is driven by the views of authoritative communities and other professionals. However, less than 20 percent say they are buying a product because of celebrities or opinion leaders.

PwC’s international research has mapped the behavior, habits and expectations of more than 21,000 online consumers, not only in entertainment and media but also in many other areas that are rapidly evolving.