The New Consumers

CONSUMERS + PRODUCERS =

Ivelina Atanasova, 14 April 2011

Things have changed

PROACTIVE CONSUMER

PRODUCER CONSUMER

PROFESSIONAL CONSUMER

PROGRESSIVE CONSUMERTHAT IS MORE PROACTIVE,

PASSIONATE AND POWERFUL

Shopping is no longer just about the product or service to be acquired.

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

The New Consumers Are Looking for Support from Their Brand Partners

People Feel Isolated and Crave Connections.

Smart brands will promote and facilitate

interconnectivity between consumer and

brand,consumer and consumer, consumer and the broader community, consumer and

vital causes, andconsumer and the natural

world.

It is essential to help build connections that give

people asense of community and

shared purpose.

PAST:

FIRST DECADE OF PROSUMERISM

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.

With the Internet, Prosumers have been able to find information faster and more widely than was possible in pre-digital days.

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.

PRESENT:

CHANGING CHANNELS OF INFLUENCE

Serious news organizations now routinely feature interviews and opinions from people whom they describe simply as

bloggers.

FUTURE:

THE SECOND DECADE OF PROSUMERISM

They are more influential,

more engaged, and more digitally

savvy consumers than the

majority who seek out new brands and

experiences.

•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

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

INDEPEDENCE

EARLY ADOPTION

INFLUENCE

TRUST

BRAND ENGAGEMENT

The five Prosumer types

UTILITARIAN

“getting things done efficiently and effectively,

which means at a reasonable cost.”

ENTERTAINER

“I share online content that I find

entertaining and humorous”

ADVOCATE

“I usesocial media to change the

world for thebetter.”

CO-CREATOR

“They use social media to convey their thoughts and

Opinions.”

COMPETITOR

“They use social media to convey their thoughts and

Opinions.”

DAILY DIGITAL NEWS AND TRENDS!

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/

SOURCEProsumer Reports; The Second decade of Prosumerism {Euro RSCG Worldwide}

The New Consumers

Business

Transcript of The New Consumers