Everyday, we are bombarded with a deluge of statistics stating where and when consumers engage online. Often, the data confirms our own behavior. Yes, we watch more videos online than ever before. Yes, we spend more time researching big ticket items online than off. And (sigh) yes, we shop online more at work than at home.
In a quant-driven world, it’s less common to find internet data with insights and anecdotes addressing the how and the why. Qualitative helps us inspire better creative now, and imagine the role the internet will play in our lives over time (and prepare for it). After all, we have entered a new phase akin to the early years of TV. Initially, everyone assumed TV would simply become a sort of radio-in-motion. Who could have predicted the advent of sitcoms? Or reality shows?
In this spirit of discovery, we recently hit the road (and the skies) to conduct a series of mini-ethnographies with more than thirty middle and upper income consumers representing states of the red and blue variety. Our planning sojourn offered us a unique opportunity to get to know our consumers in their home and work environs, talk about their online worlds, and observe their habits up close. This posting represents the first of a series in which I’ll highlight observations and interesting insights from our study.
Part I: Introducing the internet vortex
To provide context for our observations, we conceived of a visual tool for mapping consumers’ internet adoption levels. Our visual takes the form of a simple vortex. The upper part of the vortex tracks habits that indicate an overall attitude that the internet is just another tool for living. The lower part of the vortex captures habits that reflect a savvier consumer who embraces the internet as a crucial part of their lifestyle.
Everyone is somewhere on the vortex. Not surprisingly, high speed and wireless internet accelerate the process of getting sucked into the vortex. Many of the consumers we spoke with are still somewhere swirling around the top. Something eventually propels them further down the vortex, yet there’s no consistent ‘rite of passage’. For some, it might be teenage kids; for others, an addiction to eBay, and so on. Below are some indicators or “symptoms” of being either at the upper part or the lower part of the vortex:
It’s helpful to keep these indicators and spectra of habits in mind when building relationships between consumers and brands online. Potential marketing and advertising are vast. For example, when planning an internet campaign, have you taken into consideration where the majority of your target might live vis a vis the vortex? Are you prepared to guide ‘upper vortex consumers’ through more advanced terrain? Are you providing rich enough rich media to fill a ‘maxed out’ window of lower vortex gen Yers?
Marianne - I've been looking all over for you. If you see/get this/ email me, your long-lost Warsaw/NYC pal...
Kristi - kristin_m_roberts@yahoo.com
Posted by: Kristi | January 15, 2007 at 11:47 AM
Ms Oglo- Very impressive, quite where I am on the vortex I'm not sure but please get in touch with your British Account planning understudy to say hi! on diamondhedgehog@googlemail.com or as you may know me - Duncan James
Posted by: Duncan James | May 30, 2006 at 04:32 AM