Conflicted consumers are loyal, but always looking for a deal

Half of consumers tend to remain loyal to brands they like, but the vast majority still spend time researching products to make sure they get the best deal, according to DMA research

A climate of intense uncertainty where any authority can be challenged, any claim discounted and any truth upended typifies 2017. Since the last DMA Customer Engagement study in Spring 2016, the concepts of “post-truth”, “echo chambers” and “filter bubbles” have become part of mainstream language. The urge to question what and who we believe in has sharpened as consumers have grown accustomed to routinely challenge advertisers’ claims.

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