The rise of the “always on consumer,” the exploding omnipresence of technology and instant gratification overload has led to a counter trend for 2014: drawing the digital line. In reaction to concerns resulting from hyper-connectivity, consumers now more than ever will become exceedingly cognizant of the need to unplug, to simplify and to reconnect with the world around them.
As digitalization becomes even more pervasive, it will foster a growing culture of impatience, oversharing and of privacy concerns – leading to a demand for more of a balance between living online and having “real world” experiences. With this pervasive connectedness, a full 69% of consumers in a recent Mintel survey said they need to set time aside to disconnect from being online, which some refer to as JOMO, or the joy of missing out. This movement creates a need for products, places and people that force consumers to disconnect, such as establishments that ban the use of cell phones or offer an incentive for voluntarily putting them away.
Overall, as consumers in 2014 seek to disconnect from the Internet, protect their privacy and become more in tune with the world around them, they will inherently want to enjoy the moment as well – creating opportunities for brands to facilitate pleasurable, non-digital “here and now” experiences.
Source: Mintel Reveals US Consumer Trends for 2014. (January 2014). Mintel Oxygen.