The game’s objective is for listeners

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Trends were anticipated, and new behaviors emerged—from the way people search (Generation Z uses TikTok more than Google to do searches) to what people expect when buying and interacting with brands (such as seeking brands’ real purposes and a good user experience). Plus, new technologies have entered users’ radar, such as Metaverse, causing profound changes in consumer behavior in 2022 and accelerating trends for the year 2023. In this article, we will review the main research and trends in user and consumer behavior in 2022, and make predictions about what to expect (and how to prepare) for 2023.


People Want Interactivity, Gamification, and Diverse Content In the year 2022, Digital Marketing boosted new ways of consuming and creating content—as in the rise of short videos to educate and inform audiences. Among them, interactive content proved to be a very effective format to Algeria WhatsApp Number differentiate brands and make them memorable for their audience, staying in consumers’ minds. According to a survey by the Content Marketing Institute (CMI), 88% of marketers surveyed said that interactive content plays a very important role in differentiating their brands. In addition, the survey also shows that interactive content delivers 52.60% more engagement, which confirms consumers’ interest in this different content format.



Reinforcing the idea of interactivity, large companies in the market also bet on this type of content in 2022 to attract new customers and delight existing ones. As is the case with Spotify, which acquired Heardle, a question-and-answer game for music lovers. to try to guess what the song is in the first few seconds of the melody. In addition to Spotify, Netflix also impacted the market by acquiring a video game studio. This strategy was intended to bring games to the streaming platform, encouraging people to not only watch movies and TV series but to also become more involved, creating a more complete user experience. Interactivity is definitely one of the strong trends for 2023.