The New Consumer
The new consumer scans and searches
Aggressive vies for attention, countless alternatives, and excessive digital noise has forced the new consumer to adopt new methods of processing information. Primarily, this means more scanning and less reading. Additionally, the collective consciousness of search engines and knowledge directories like Google and Wikipedia are transforming our economy from one that values knowledge to one that values analysis and application. No longer is it important to memorize facts and figures - they are but a click away. True talent lies in using that data to solve problems.
The new consumer learns by doing
Comfort with technological leaps since childhood, the new consumer is more apt to solve problems with instinct and trial-and-error than reading the manual. What this means for you is, design is vitally important - functions must be intuitive and easy to use. Additionally, the new consumer makes purchase decisions based upon product trial, so make it easy as possible to test drive your product before the buyer commits.
The new consumer is always connected
Technology has become an extension of our life and the new consumer is always a click away from friends and information. Just check out Twitter and the Facebook newsfeed. At the peak of the former New York governor's sex scandal, sex workers and activists used the iPhone to connect their stories and identify positive and negative interview opportunities. One company suggests "going topless" by outlawing blackberries and laptops for more productive meetings.
The new consumer shares experiences
"Hey remember that time?" In seeking out social relevance, the new consumer shares experiences in new ways, from Facebook groups and Foursquare to social phenomenon like Improv Everywhere and flash mobs. You can take advantage of this by creating interactive events such as the Sony Bravia paint ad or Sheraton virtual wave.
The new consumer values free flow of information and ownership
With rising interest in Open Source, file sharing, bit torrents, and Creative Commons license, the new consumer is vehemently reclaiming ownership of ideas and products for the common wealth. This movement is redefining how ideas and digital products are produced, distributed, shared, and monetized.
The new consumer is also the creator
From YouTube videos to ebooks to handmade crafts, the infinite shelf space of the web and the democratization of the tools of production, distribution, and marketing have empowered the new consumer to actively contribute to the digital economy. Sites such as Ponoko turn consumers into designers by custom laser cutting their goods and shipping them to buyers all over the world, and Etsy extends the quaint homemade craft stores to customers across the globe.
The new consumer is cynical
Bitter, knowledgeable, and empowered, the new consumer no longer trusts the crony capitalism of big business, big media, and big government. Skeptical of "official advertising", the new consumer seeks alternate sources of news and information, such as peer referral, and patronizes innovative underdogs.
The new consumer is a watchdog
Ever vigilant, the new consumers suspiciously analyze words and actions for deceit or inconsistencies. Companies no longer control the message and can no longer get away with power plays and bullying tactics. The collective voice of this group reveals offenders and punishes them for their misdeeds, as Creative recently discovered. Luckily the megaphone works both ways for outstanding acts of virtue.
The new consumer is benevolent
Fear not, the new consumer is also very generous to peers. Actively volunteering time, skills, and knowledge, today's breed of customer is enthusiastically creating and sharing free howto pages on Squidoo, open source software, royalty free photos, and more - collectively working for a more comfortable and convenient society for all.
