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Tivit Interactive: Media consumption and consumer resistance
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Tivit Interactive: Media consumption and consumer resistance


Tivit Interactive Webinar presentation …

Tivit Interactive Webinar presentation

16 May 2012

by Antti Sihvonen

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  • 1. Media consumption and consumer resistance in the new decade Next Media: Personal Media Day Antti Sihvonen5/16/12
  • 2. Topics of the presentation1. Consumers are active participants2. Media in social interaction3. Understanding the extremes4. Consumer resistance5/16/12
  • 3. Media consumption is beingfragmented• Identifying an ‘average  consumer’ is becoming more challenging – Abundance of possibilities on media choice – Blurring of the demarcation lines between media – Change in the logic of communications – Social aspects are permeating media consumption5/16/12
  • 4. Consumer are active participants• The era of consumer as a passive receiver is over• Consumers are nowadays more active than ever – Both in good and bad sense – Compare for example brand communities and adbusters• New areas of interest include: – Practices of media use – Media as a vehicle of social interaction – Customer value vs. value in use vs. customer generated value5/16/12
  • 5. Media in social interaction• What kind of role does media have in our everyday lives? – How can this be facilitated?Approaches:• Understanding practices related to media consumption – Design offerings that better suit the way how consumers use and share media• Understanding the role of media in identity construction – Who speaks with our voice and what can they do to us• Understanding how media is embedded into our daily life – How is our media consumption changing in time and place5/16/12
  • 6. Understanding the extremes • Extreme forms of consumption give us vital insight into mundane consumption • Consumer resistance and lead users could be juxtaposed as polar opposites • Lead users give us insight of what could work • Consumer  resistance  gives  us  insight  of  what  doesn’t  workConsumer Lead usersresistance 5/16/12
  • 7. Consumer resistance• Oftentimes our interest is on why people consume, seldom the why not question• Resistance takes many forms – We should also be aware of the subtle forms of resistance• Resistance to innovation – New technology does not always help us• Understanding resistance can mitigate the creation of offerings that better suit customer needs and alleviates resistance5/16/12
  • 8. To conclude• Consumers are becoming increasingly active media consumers• The role of media in our everyday life is changing• The mundane and ordinary provides us with insight of how media is used• The extreme forms of media consumption provide us with contrast to understand our offerings better• These topics together form the crux of activites in the Personal Media Day initiative in 20125/16/12
  • 9. Thank You Thank you