The New Consumers
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The document discusses the evolution of consumer behavior, highlighting the rise of 'prosumers'—consumers who are more engaged, informed, and influential in their purchasing decisions. It emphasizes the importance of brands building connections and trust through open communication and community engagement. Furthermore, it categorizes prosumers into five types and notes their significant role in predicting market trends and consumer preferences.
The New Consumers
- 1. CONSUMERS + PRODUCERS = Ivelina Atanasova, 14 April 2011
- 2. BIO ME Online marketing specialist | Blogger | Author CONTACTS: FACEBOOK | ivelina.atanasova TWITTER | IvAtanasova EMAIL | atanasova.ivelina@gmail.com http:// markbit.net | http://newtrend.bg
- 4. Things have changed PROACTIVE CONSUMER PRODUCER CONSUMER PROFESSIONAL CONSUMER PROGRESSIVE CONSUMER THAT IS MORE PROACTIVE, PASSIONATE AND POWERFUL
- 5. Shopping is no longer just about the product or service to be acquired.
- 6. To build trust and confidence, brands need to maintain open channels of communication regarding what they believe in and how they are behaving. Consumption Is More Multidimensional
- 8. The New Consumers Are Looking for Support from Their Brand Partners
- 10. People Feel Isolated and Crave Connections.
- 11. Smart brands will promote and facilitate interconnectivity between consumer and brand, consumer and consumer, consumer and the broader community, consumer and vital causes, and consumer and the natural world. It is essential to help build connections that give people a sense of community and shared purpose.
- 12. PAST: FIRST DECADE OF PROSUMERISM
- 13. PROSUMERS? Prosumers pass it on . The urge to pass on information and opinions to others is the absolute defining core of Prosumerism. People consult Prosumers. Prosumers don’t forgive and forget . Prosumers consult widely, then make up their own mind . They typically gather information widely for the material they need to decide on their own; they experiment even if they sometimes make mainstream conclusions.
- 14. With the Internet, Prosumers have been able to find information faster and more widely than was possible in pre-digital days.
- 15. Traditional media hasn’t gone away as a mass phenomenon BUT social media and internet have become more present in the everyday lives of ordinary consumers and more visible than in the traditional media. Social Media has increasingly been providing channels for new types of influencers , who command attention not because they work for a brand and its marketers, nor because they work for traditional media organizations, but because they’ve built a reputation through their own efforts in their own name, one link at a time.
- 16. PRESENT: CHANGING CHANNELS OF INFLUENCE
- 17. Serious news organizations now routinely feature interviews and opinions from people whom they describe simply as bloggers .
- 18. FUTURE: THE SECOND DECADE OF PROSUMERISM
- 19. They are more influential, more engaged, and more digitally savvy consumers than the majority who seek out new brands and experiences.
- 20. Like Momentum 2.0 and Decipher, Prosumer is a future-focused tool 15-25% of men and women who make and break markets— in every category and geography Leading edge consumers who help us understand what’s next Predict what will people, like, feel, buy in the next 6-18 months . % consumers 15–25% prosumers 6–18 months Source: Euro RSCG Worldwide Prosumer Studies , 2002–2009
- 21. Let’s Be Clear… We are not interested in targeting a niche—even a large one We track Prosumers in order to anticipate the direction in which the bulk of consumers will soon move Prosumer is a tool that can easily be used in conjunction with client research tools, focus groups, and online surveys No matter what size the group, the algorithm allows us to identify the Prosumers within it
- 22. INDEPEDENCE EARLY ADOPTION INFLUENCE TRUST BRAND ENGAGEMENT
- 23. The five Prosumer types
- 24. UTILITARIAN “ getting things done efficiently and effectively, which means at a reasonable cost.”
- 25. ENTERTAINER “ I share online content that I find entertaining and humorous”
- 26. ADVOCATE “ I use social media to change the world for the better.”
- 27. CO-CREATOR “ They use social media to convey their thoughts and Opinions.”
- 28. COMPETITOR “ They use social media to convey their thoughts and Opinions.”
- 29. DAILY DIGITAL NEWS AND TRENDS!
- 30. THANK YOU! ME Online marketing specialist | Blogger | Author CONTACTS: FACEBOOK | ivelina.atanasova TWITTER | IvAtanasova EMAIL | atanasova.ivelina@gmail.com http:// markbit.net | http://newtrend.bg
- 31. PHOTOS http://www.flickr.com/photos/arjunpurky/2599914319/lightbox/ http://www.flickr.com/photos/aaroncoyle/1123931219/lightbox/ http://www.flickr.com/photos/beija-flor/89058565/lightbox/ http://www.flickr.com/photos/15170204@N04/2918163858/ http://www.flickr.com/photos/25444680@N06/4311971829/ http://www.flickr.com/photos/30359936@N08/4574408301/ http://www.flickr.com/photos/40962351@N00/1601262977/ http://www.flickr.com/photos/beija-flor/275801028/in/photostream/ http://www.flickr.com/photos/evandellphotography/5406033713/in/photostream/ http://www.flickr.com/photos/74379771@N00/164342516/ http://www.flickr.com/photos/22646823@N08/3019043168/ SOURCE Prosumer Reports; The Second decade of Prosumerism {Euro RSCG Worldwide}
Editor's Notes
- #4: Publications – newspapers, magazines, journals -> Radio and television -> Billboards -> Telephones -> Postal Service -> Face to face
- #6: New consumer : The 20th Century developed a world culture of hypersonsumerism. -Shopping became less about necessities than entertainment, status. -Accumulation rose to a level never seen before. -In US people need to rend storage house to store their unuseful stuff
- #9: In the emerging culture of mindful consumption, people want to feel good about their purchase decisions . The most successful brands will help consumers make the “right” choices by giving them practical and emotional incentives to do so . “Doing good” should feel good.
- #14: Alvin Toffler coined the term “Prosumers” in his 1980 book The Third Wave .
- #21: Prosumers typically make up about 15-20% of any group, and our research shows that what prosumers think now, other consumers will think anywhere from 6 to 18 months down the road; prosumers are ahead of the curve in their attitudes and behavior.
- #25: getting things done efficiently and effectively, which means at a reasonable cost. They regard social media as a tool that helps them achieve specific ends; social media gives them tangible benefits in terms of the amount of time, money, and effort they spend on understanding what they need to do, identifying the best way of doing it, and finding where to get what they want at the best price; “recommend a friend,” “bring along a buddy - just 12% of consumers!!!
- #26: where to find jokes and the latest funny clips – 29% of the consumers. opened up by interactive and social technologies: words, pictures, moving images, graphics, sounds = Evian’s “Rollerbabies” TV
- #27: 19% - strong sense of what’s right and what’s wrong; Advocates are closest in their aims to marketing and PR professionals. They regard social media as a means to spread key ideas and messages, as shown by their high levels of agreement with the statement. They had plenty to say; both the volume of their comments, and the content, clearly illustrate distinctive Advocate attributes. They get fired up by big causes
- #28: 19% - In the offline world of face-to-face interactions, they’re often introverted and shy, but online they can express and develop a more expansive side. Brands can earn the support of Co-Creators by connecting with them personally and by helping them connect with others - by personalizing and customizing products.
- #29: 21% - the most egocentric - I’m the first to share the latest, most up-to-date online content.” what a brand can do for them and their desire to stand out above the crowd – they expect brands to compete with each other. They are motivated by status, but not necessarily by the status of money; it might be the status of being smarter or more adventurous or more up-to-date or more discerning. There are many ways to compete.