Digitalisation trends based on consumer research

The trend towards digitalisation has an overall impact on both the business and communication aspects of marketing. It has led to the development of a number of new solutions, tools and strategies that have significantly transformed marketing practice through their global and local impact. In the theoretical framework of this paper, I will focus on the consumer trend of digitalisation and its impact on communication. One of the great added value of digitalisation is the generation of customised content, the possibility to use customised marketing solutions, which has greatly expanded the range of target group-specific techniques. I analyzed consumer perceptions of digital communication habits and digital content in the light of primary data. The study also focuses on the differences in digital communication habits by generation and gender in the statistical evaluation of primary research results. I argue that the differentiated approach is of practical use, as the results shed light on consumer differences and possible segments in digital content and communication habits.