{"id":565089,"date":"2025-01-10T10:39:24","date_gmt":"2025-01-10T09:39:24","guid":{"rendered":"https:\/\/www.capgemini.com\/es-es\/?post_type=research-and-insight&#038;p=565089"},"modified":"2025-03-12T07:46:57","modified_gmt":"2025-03-12T06:46:57","slug":"lo-que-importa-al-consumidor-de-hoy-2025","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/lo-que-importa-al-consumidor-de-hoy-2025\/","title":{"rendered":"Lo que importa al consumidor de hoy 2025"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/01\/DotCom_Banner_1440-x-900.jpg.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/01\/DotCom_Banner_1440-x-900.jpg.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/01\/DotCom_Banner_1440-x-900.jpg.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/01\/DotCom_Banner_1440-x-900.jpg.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/01\/DotCom_Banner_1440-x-900.jpg.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/01\/DotCom_Banner_1440-x-900.jpg.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/01\/DotCom_Banner_1440-x-900.jpg.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/01\/DotCom_Banner_1440-x-900.jpg.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/01\/DotCom_Banner_1440-x-900.jpg.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Customer first<\/span><\/div><\/div><div class=\"brandInfo\"><div class=\"brandLogo\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\"\/><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Lo que importa al consumidor de hoy 2025<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/01\/Consumer-trends-08012025.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Download the report <\/span><span class=\"type\">12 MB  pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/01\/CRI-Infographic-Consumer-Trends-07012025-v4.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Download the infographic<\/span><span class=\"type\">1 MB  pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=975561\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=975561&amp;text=What%20matters%20to%20todays%20consumer%202024\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=975561&amp;text=What%20matters%20to%20todays%20consumer%202024\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<h3 class=\"wp-block-heading\" id=\"h-las-preferencias-y-los-comportamientos-de-compra-de-los-consumidores-evolucionan-constantemente\">Las preferencias y los comportamientos de compra de los consumidores evolucionan constantemente.<\/h3>\n\n\n\n<p>Pero, \u00bfc\u00f3mo est\u00e1n cambiando exactamente? \u00bfQu\u00e9 le importa y preocupa al consumidor de hoy?, un nuevo informe del Instituto de Investigaci\u00f3n Capgemini arroja luz sobre las tendencias clave que configuran el panorama del consumo.<\/p>\n\n\n\n<p>El informe se basa en una amplia encuesta realizada a 12.000 consumidores mayores de 18 a\u00f1os en 12 pa\u00edses: Alemania, Australia, Canad\u00e1, Espa\u00f1a, Estados Unidos, Francia, India, Italia, Jap\u00f3n, Pa\u00edses Bajos, Reino Unido y Suecia. Identifica cinco grupos distintos basados en caracter\u00edsticas demogr\u00e1ficas clave y examina las tendencias de consumo dentro de estos grupos, centr\u00e1ndose en la innovaci\u00f3n tecnol\u00f3gica, el cambio de prioridades financieras y la creciente concienciaci\u00f3n sobre la sostenibilidad.<\/p>\n\n\n\n<p>Una conclusi\u00f3n significativa es que la IA generativa (Gen AI) influye cada vez m\u00e1s en el comportamiento de los consumidores y transforma las experiencias de compra. Un notable 68 % de los consumidores est\u00e1 dispuesto a seguir sus recomendaciones, y m\u00e1s de la mitad (58 %) prefiere las recomendaciones de productos de las herramientas de Gen AI a los motores de b\u00fasqueda tradicionales.<\/p>\n\n\n\n<p>El informe tambi\u00e9n destaca una tendencia creciente hacia la sostenibilidad. Cada vez m\u00e1s consumidores compran productos sostenibles y modifican sus h\u00e1bitos alimentarios. La sostenibilidad es un factor cr\u00edtico en las decisiones de compra para el 64 % de los consumidores, y el 71 % es consciente del impacto medioambiental del desperdicio de alimentos.<\/p>\n\n\n\n<p>Nuestro informe <em>Lo que importa al consumidor de hoy<\/em> tambi\u00e9n analiza la actual crisis del coste de la vida. Los consumidores siguen buscando descuentos tanto en Internet como en las tiendas, lo que se traduce en un aumento de las ventas de marcas blancas. Por ejemplo, el 64% de los compradores visita varias tiendas f\u00edsicas en busca de ofertas, frente al 56% del a\u00f1o pasado, y el 65% de los consumidores compra ahora marcas blancas o de bajo coste, frente al 63% del a\u00f1o pasado. Adem\u00e1s, el 73% de los millennials espera que los minoristas proporcionen alertas cuando las marcas reducen el peso de un producto sin reducir el precio, una pr\u00e1ctica conocida como &#8220;shrinkflation.&#8221;<\/p>\n\n\n\n<p>Seg\u00fan el informe, la Generaci\u00f3n Z est\u00e1 impulsando el comercio social, con plataformas como Instagram y TikTok que est\u00e1n transformando el comercio minorista. Alrededor del 53 % de la generaci\u00f3n Z adquiere nuevos productos a trav\u00e9s de las redes sociales, y las personas influyentes siguen dando forma a la visibilidad y el compromiso de las marcas. Los anuncios en las aplicaciones y sitios web de los minoristas generan la mayor atenci\u00f3n, con un 67 % de los consumidores que se fijan en los anuncios de estas plataformas, frente a un 63 % en las redes sociales.<\/p>\n\n\n\n<p>Otra tendencia notable es el aumento de la preferencia de los consumidores por la entrega r\u00e1pida. La demanda de entregas en dos horas ha aumentado del 34 % al 65 % en los dos \u00faltimos a\u00f1os. El comercio r\u00e1pido, apoyado por la log\u00edstica avanzada y la IA, est\u00e1 llamado a dominar, con consumidores dispuestos a pagar por la velocidad. Los consumidores tambi\u00e9n est\u00e1n cambiando de marcas y minoristas en busca de mejores experiencias de cliente, siendo la entrega r\u00e1pida, el surtido de productos y la transparencia factores m\u00e1s significativos en la fidelizaci\u00f3n que la pertenencia a programas de fidelizaci\u00f3n.<\/p>\n\n\n\n<p>Descarga el informe completo para descubrir m\u00e1s sobre las tendencias de consumo para 2025 y m\u00e1s all\u00e1.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n\t\t<section\n\t\t\tclass=\"section section--lifeatcap-learning section--event-slider-careerInvent \">\n\n\t\t\t<div class=\"container\">\n\t\t\t\t<div class='career-invent-header'>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\t<div class=\"slider slider-fader ce73b39a-dcc3-46d1-a013-4a82700ce3bd\">\n\t\t\t\t\t\t\t\t<div\n\t\t\t\t\tclass=\"slider-list \">\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"slide active \">\n\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\tclass=\"slide-bg-wrapper wp-block-cg-blocks-career-invent is-style-sapphire2\">\n\t\t\t\t\t\t\t\t<div class=\"bgImagesection\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"bgColor\"><\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"container slide-info-wrapper\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\tclass=\"col-md-6 col-sm-12 box-inner \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"bgColor\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"content-title \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"explore-header\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tdata-maxlength=\"68\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"NRF 2025\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tNRF 2025\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"box-title \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h4 data-maxlength=\"144\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"Transformando el retail: innovaci\u00f3n y experiencia.\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tstyle=\"white-space: pre-wrap;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tTransformando el retail: innovaci\u00f3n y experiencia.\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div >\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"btnDiv\"> <a 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src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/01\/Connected-consumer_DotCom_Banner_2880X1800.jpg\" alt=\"\" style=\"object-position: 50% 50%; object-fit: cover;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n                                <\/div>\n                            <\/div><div class=\"col-12 col-lg-4 d-md-none d-lg-block\"><\/div><div class=\"col-12 col-md-6 col-lg-4\">\n                           <a href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/connected-consumer\/\" aria-label=\"Consumidor conectado\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-center\">\n                                <div class=\"card-tag\">Capgemini Research Institute<\/div>\n                                <h3 class=\"card-title\">Consumidor conectado<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\" class=\"light\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <div class=\"col-12 col-md-6 col-lg-4\">\n                            <a href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/great-generative-ai-customer-experiences-in-action\/\" aria-label=\"Grandes experiencias de cliente con IA Generativa\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-start\">\n                                <div class=\"card-tag\">Point of view<\/div>\n                                <h3 class=\"card-title\">Grandes experiencias de cliente con IA Generativa<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"\" alt=\"\" class=\"light\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"\" alt=\"\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <\/div>\n                    <\/div><div class=\"layout-two-card cards-reversed\">\n                                <div class=\"row align-items-center\"><div class=\"card-image-wrapper\">\n                                <div class=\"card-image\" 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992px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/04\/FoodWaste_POV-banner.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/04\/FoodWaste_POV-banner.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 768px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/04\/FoodWaste_POV-banner.jpg?w=350&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/04\/FoodWaste_POV-banner.jpg?w=700&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 0)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/04\/FoodWaste_POV-banner.jpg\" alt=\"\" style=\"object-position: 50% 50%; object-fit: cover;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n                                <\/div>\n                            <\/div><div class=\"col-12 col-md-6 col-lg-4 flex-sm-order-reverse\">\n                            <a href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/supply-chain-in-cpr-research\/\" aria-label=\"Informe sobre la cadena de suministro en el sector de productos de consumo y retail\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-start\">\n                                <div class=\"card-tag\">Capgemini Research Institute<\/div>\n                                <h3 class=\"card-title\">Informe sobre la cadena de suministro en el sector de productos de consumo y retail<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"light\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <div class=\"col-12 col-md-6 col-lg-4\">\n                           <a href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/receta-para-reducir-el-desperdicio-de-alimentos-en-el-sector-retail\/\" aria-label=\"Receta para reducir el desperdicio de 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