This document summarizes five major shifts in consumer behavior: 1) From offline to online interactions and transactions. 2) From a focus on the individual self to community and social connections. 3) From consuming pre-made products to active participation and user-generated content. 4) From ownership of possessions to collaborative consumption and leasing/sharing models. 5) From strict divisions between work and play, consumer and producer, to more blended and integrated experiences across these domains.

1. FIVE INCREDIBLY IMPORTANT,
EARTHSHAKING SHIFTS IN CONSUMER
BEHAVIOR…
Michael R. Solomon, Ph.D.
Professor of Marketing and Director, Center for Consumer Research
Haub School of Business
Saint Joseph’s University, Philadelphia
IN 30 MINUTES!

2. CONSUMER ENGAGEMENT:
THE HOLY GRAIL

3. Who don’t want to be “managed?”
How do you manage customers…
“I am not a market segment.”
1991

4. .
“Weeds”

5. There are two kinds of people:
People who think there are two
kinds of people.
And people who don’t.

6. The Positivist Tradition

7. Rich / Poor North/ South
Male / Female Young / Old

8. Offline Online
Work Play
Self Possessions
Me We
Consumer Producer

9. OFFLINE ONLINE

11. The Digital Dichotomy

12. The Digital Dichotomy

14. Connected Visual Computing
3D Digital Entertainment
Virtual Worlds
Creating new
digital worlds
Multiplayer Games
Internet
Data
People
Everywhere
The Actual
World
CONNECTED
CONNECTED
CONNECTED
Rich
Visual
Interfaces
LIMITED RICH
Static
Web Web 2.0 CVC
Real-world data
visualization
Enhancing the
actual world
Earth Mapping
Augmented Reality
CVC Research: Enabling Immersive Connected Experience Overview and Evangelism Plan, Intel Developer Forum.

15. Facebook: $2 Billion
Microsoft: $2.5 Billion
Amazon: $1 Billion

16. Through the Looking Glass?

18. Reality engineering

19. Virtual Worlds

20. REALLY?
VIRTUAL WORLDS?
That’s so…. 2006

21. As of January 2011, over ONE BILLION
people worldwide participated in at
least one virtual world.
Today that number
is over 1.5 BILLION

23. U.S. virtual goods revenues exceed $1.5 billion per year
Yes, BILLION. For products that don’t exist.

24. “Plastic surgery” in
cyberspace…

25. Education
SJU SL Campus

26. Enterprise Training

27. Shopping

29. CELEBRITY
LICENSING

30. Youth research

32. Trade Shows

33. Sales Training

34. 38
Sales Meetings

35. Online to Offline

37. Integration!

38. AUGMENTED REALITY!

40. Google Glass

42. Pay Per Gaze

43. AR’s Market Growth
• 60 million users at the end of
2013 (Jupiter Research)
• Global advertising revenues
at the end of 2013 =
$496 million (Research and Markets)

44. Layar (Netherlands):
1.3 million downloads
14% of total Dutch smartphone
user base

45. AR can extend the customer
experience in-store or out-of-home

47. Can AR Save Print Media?

50. WORK PLAY

51. Students
Employees
Customers

53. What is Gamification?
Playing Candy Crush at your desk.

54. What is Gamification?
The application
of gaming
elements to
non-game
contexts.

56. Gartner: By 2015, 40 percent
of Global 1000 organizations
will use gamification as the
primary mechanism to
transform business
operations.

57. Watched on YouTube over 17 million times.
66% more people took the stairs!
The Piano Staircase

59. Badges

60. Enterprise Gamification

61. Consumer
Gamification

62. Chef
Expert: Chef: I can help with menu
ideas or ingredient pairings for the low
price of $2.50.

63. SELF POSSESSIONS

68. Digitization trumps physical “reality”

69. Pre-Digital Identity
Management

70. Digital Identity Management

71. Erase your social footprint

72. ME WE

75. The Era of
ME
WE

77. The Zero Moment of Truth via Google

78. Social Shopping
The online shopper simulates
the bricks-and-mortar experience
by “trying on” a garment via an
outfit board or avatar.
She accesses feedback from
her network BEFORE she buys.

81. Social Shopping in Stores

82. CONSUMER PRODUCER

83. Collaborative Consumption:
From Owning to Leasing
 AirBnB
 Quicar (VW), DriveNow (BMW)
 Citi Bike (Citibank)
 Spotify
 BookMooch
 Rent the Runway
 SnapGoods

84. User-Generated Content:
Engagement Vs. Control

86. You don’t “own” your brand
anymore.
GET OVER IT

88. Engagement Metrics
Source: Forrester ResearchSource: Forrester Research

90. Offline Online
Work Play
Self Possessions
Me We
Consumer Producer

91. Thank you
msolom01@sju.edu