change in consumption or lifestyle? Notify latest issue of GDO Week, weekly Il Sole 24 Ore, I pose some questions in relation to consumption habits are changing. This is the text of the article.
"For some years there is much talk of change in consumption and the economic situation of the last two years has done nothing but accentuate the debate on attitudes that consumers have with this topic. How do I add digital technology and the revolution they triggered in these dynamics? Is there a relationship? What kind? If you look at the basket of purchases of a typical Western family, we realize that, in recent decades, since the computing and telecommunications are entering strongly into habits everyday items of expenditure have changed radically to the point that, today, the cost of items such as telephony and Internet access in many households has exceeded the amount of the purchases of many commodities needed. DEEP CHANGES
The digital revolution has sparked a series of fundamental changes in daily habits, changes that helped to move time slots important traditional activities (eg. Watching TV, reading the newspaper, go to the movies) activities involving the use of digital tools (computers, video games, mobile devices). These slots, with the explosion of social networks, are undergoing more rapid changes, so that many Web users have been elected Facebook a major source of entertainment and interaction with its own relational network. This means that the time spent on online activities and set to rise inexorably, thanks to the growing popularity of mobile devices with Web connectivity
And then see how easy the process of buying every kind of product or service has suffered, and probably will suffer even more in the future, the influence of community, bloggers and, in general, users of the network which, with their opinions, they are able to target potential buyers in one direction or another.
This means that the potential buyer makes its decisions di acquisto con modalità molto diverse da quanto poteva fare prima dell’era Internet. Grazie ai sistemi di feedback e di condivisione dei pareri degli utenti, ognuno di noi può scegliere il prodotto realmente migliore per le sue esigenze al miglior prezzo e, sempre più spesso, ordinarlo direttamente online.
CAMBIARE LE STRATEGIE
Intersecando l’asse del cambiamento delle abitudini personali con quello dell’evoluzione tecnologica è facile prevedere che i processi in atto, in particolare l’aumento del tempo medio di utilizzo della Rete, se opportunamente gestiti, possano cambiare in meglio i rapporti fra clienti e aziende produttrici, a patto che la qualità promessa corrisponda alla qualità real than what is offered to the market. In this sense, the crisis of consumer products will focus more than anything else, unable to assert its quality through the mechanism of reputation, that referencing through positive word of mouth of those who have already made the shopping experience and were satisfied at the point of being an active part in the process of spreading the good reputation of the product. Competing in the Information Age 2.0 is then passed to a communication model of the product largely based on building a fantastic imagination, totally divorced from the real features of the product itself, to a model where users are to act as promoters of the event through their spontaneous and disinterested opinion on the various social channels that daily use to manage their online relationships.
TIMES OF CHANGE
The Internet revolution has substantially contributed to spreading awareness of new and different that every citizen has the power to express an opinion on every aspect of his life, from mundane purchase of a product with far more delicate social issues. The same election of President Barack Obama has been helped in a decisive way by the people of the network and not, as had always happened in the past, from large corporations. The time is ripe to push the levers of change at the bottom and businesses have the opportunity to choose the path of transparency and fairness certified by customers, or to remain consistent with the past, forgetting the power of the Web and continuing to invest substantially in a statement broadcast and heedless of the real needs of people. The crisis we keep hearing about may not be due to purely economic, and perhaps a manifestation of something much deeper, of a changing world like never before..
