The digital revolution is reshaping the Baltic media landscape, with younger generations leading the charge in embracing digital platforms, according to Aleph's 2024 Media Essentials research. This comprehensive study, surveying over 23,400 participants globally, including 2,400 across Lithuania, Latvia, and Estonia, reveals a dynamic shift in consumer behavior and preferences.
While traditional media like TV, print, and radio still maintain a strong presence in the region, digital platforms are rapidly gaining traction, particularly among Gen Z. Snapchat consumption has tripled the regional average for this demographic, while Twitch and Spotify usage have also seen significant increases. This generational divide in media preferences underscores the importance of tailoring marketing strategies to specific demographics, with a focus on reaching younger audiences through their preferred digital channels.
A key finding of the study is the emergence of the "connected consumer." Over 46% of Baltic consumers now make at least half of their purchases online, and even those who favor brick-and-mortar stores heavily rely on their smartphones for in-store research. This trend highlights the necessity of an omnichannel marketing approach that seamlessly integrates online and offline strategies to engage consumers throughout their entire purchasing journey.
"Baltic consumers are increasingly turning to their smartphones while shopping, not only for product research but also for making purchases, with 1 in 10 consumers now completing most of their shopping online. Digital media has become a powerful influence on buying decisions. Partnering with local experts can be a key strategy for businesses looking to navigate the unique nuances and preferences of this evolving Baltic market”.
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