Presentación del tema: "Principales Características atribuidas al consumidor actual"— Transcripción de la presentación:
1 Principales Características atribuidas al consumidor actual ExitistasExigentesPoco previsiblesVolublesDifíciles de alcanzarIndividualistasCada uno es un nichoSon comunidadesCalidadPrecioValorSentimientosEmocionesMisterioSensualidadIntimidadBuscanFuente: Cris Anderson, Tom Peters, Kevin Roberts, Tapscott/ Williams,
2 Principales Características atribuidas al consumidor actual Ejes de análisisTiempo (interno/ externo)Actitud ante el consumoFelicidadInformaciónComunicación/ participación
3 Resignificación (presión) del tiempo 1. Tiempo 1 (interno)Posesión/apropiaciónLargo plazoTraspasoObsolecencia “natural”Alto grado de satisfacciónGratificaciónInmediatez (posesión con vencimiento)Carpe diemObsolecencia (lugar en el escenario)Bajo grado de satisfacciónEl hecho de `poseer” el bien nos garantiza sólo unos minutos de éxito, por su misma esencia.Ocupar el escenario implica desplazar a otros de él.Resignificación (presión) del tiempo
4 La base del concepto del tiempo actual en el consumo es la inversión entre el valor acordado a la duración y a la transitoriedad respectivamente1. Tiempo 1 (interno)
5 1. Tiempo 2 (externo)El consumidor promedio camina hoy más rápido (10 a 30%)Los consumidores de USA, Australia, Holanda, Gran Bretaña consideran que no tienen tiempo para vacaciones.Un 50% de los consumidores en Estados Unidos considera que el tiempo es una mayor limitante que el dineroWe’ll let the stats speak for themselves:70% of US consumers 16 years and older say they don’t have enough time to do all the things they need to do. Half of US consumers now say that a lack of time is a bigger problem in their lives than a lack of money. Time starved consumers place a median value of USD 1.50 per minute on their time. Therefore, these consumers need to realize at least USD 1.50 of value for every minute they have to wait or engage with a marketer. Not surprisingly, this group is more likely to hang up if put on hold (68%), cancel an online transaction if the purchase request processing is taking too long (61%), and walk out of a store immediately if the checkout lines are too long (56%). (Source: Yankelovich.)43% of Americans, 39% of British, 60% of Dutch, and 47% of Australians rate themselves as ‘time poor’, meaning they feel short of time. (Source: Jay Walker Thompson.)Scientists have discovered that pedestrians all over the world are walking faster than a decade ago. An experiment conducted in 32 cities has revealed that average walking speeds have increased by about 10% since Psychologists said the findings reflected the way that technology such as the internet and mobile phones had made people more impatient, leading them to cram more and more activities into a day. The steepest acceleration was found in Asian “tiger” countries such as China and Singapore, which have experienced particularly marked social and economic change. Pedestrians in these nations walk between 20 and 30% faster than they did in the early 1990s. Singapore has the quickest walkers in the world. (Source: Times Online.)Americans are critically under-vacationed. That's both by choice and circumstance, at least according to the results of Expedia's annual Vacation Deprivation Survey. Americans had only 14 days off in Yet 35% of Americans won't take all the time off they earn, returning upward of 438 million days to their employers. (Source: Expedia.)More than three-quarters of US consumers say most products and services that claim to save time do not really make a noticeable difference in the amount of time they have available in their week. (Source: Yankelovich.)So *any* goods and services you and your team can come up with, that save your customers time, that lead to more control, and/or more simplicity, should be a winner. We’ve dubbed them DAILY LUBRICANTS: lubricating daily life. It’s worth an afternoon of brain storming. If you can make the time, of course ;-)To get you going, some TIME sensitive innovations (from Amazon Fresh to Swiss ‘sockscriptions’) from around the world: <next slides>
6 1. Tiempo 2 (externo)QB (“Quick Barber”) House (http://www.qbhouse.co.jp) provides a speedy, reasonable haircut service under the slogan “1,000 yen* for 10 minutes”, and runs 338 stores in office districts, major stations, and large shopping centers throughout Japan. The number of customers visiting QB House exceeds 9.5 million per year. Operations have expanded overseas to countries such as Singapore, Thailand and Hong Kong. *1,000 yen is approximately EUR 6.60, or almost USD 9.
7 2. Actitud ante el Consumo Posesión (bienes durables)SeguridadPotencial/ promesaGratificación (bienes no durables)PertenenciaOportunidadProcratinacion (no alcanzan a ser utilizados cuando ya no satisfacen al consumidor)Adquirir/ acumular a reemplazar/ eliminar
9 3. FelicidadBúsquedaCarenciaDeseoObligaciónCompulsiónAdicciónImplicaciónInstantáneaEfímeraInasibleAsociada con arquetiposMayor consumo no implica mayor felicidad (ciclos de satisfacción cortos)
10 3. Felicidad'The happiest people in the world'- As stated previously, 62.5% of its employees are in knowledge-based jobs, the highest in Europe % of its residents have an academic degree, more than 80% speak English (and speak it well!). - It is known as Europe's leading biotech and medical research location, with a new Biotech Research Innovation Center expected to compete with MIT. - The Copenhagen region is far and away Europe's leader in patents. - The city is also on top in international studies on competitiveness, quality of life and recreational value. - It's reputation in magazines is as a 'cool, cultural and creative' 'trend destination'. - 90% of its businesses are run by self-employed entrepreneurs. - It's gaining international recognition for fashion, film and music....live in Copenhagen, Denmark, say the polls. Continuing our series of looking at European cities as resources for cool, here are more things about this Danish city you may not be aware of:Read more in the German news site, Spiegel.Of course, none of this is possible if Copenhagen didn't have some of the most beautiful, pedestrian-oriented urban fabric in the world.Psychologists Robert Biswas-Diener and Ed Diener found that though there are regional differences in happiness, humans are hardwired to be happy. They found Latin Americans to be the happiest people in the world. Their high spirits in the face of relative poverty stemmed from a cultural norm that tends to positively assess life in general. The unhappiest people are in East Asia, who consider the worst areas of their lives when determining their life satisfaction. In Western culture, there is a general tendency to value happiness. The Dieners’ research suggested that being happy is an evolutionary adaptation that helps us flourish in trying circumstances. One country is even using happiness as a measure of development. The Himalayan kingdom of Bhutan is introducing a metric known as Gross National Happiness. Considerations will include how people use and balance their time, the health of the culture and community, and the quality of governance. (Sources: BBC and Time Magazine.)Juliet Schor of Boston College found that 81% of Americans say their own country is too focused on shopping and spending, and 88% think it is too materialistic. Her findings support the conclusion that many people are coming to realize that lasting happiness simply cannot be purchased.ConclusionThe conclusions of Positive Psychology, Happiness Economics and others show that happiness is chiefly an attitude of gratitude and acceptance. Happy people are open to change and have a positive outlook on life. They engage in purposeful activities that test their abilities, and develop relationships of respect and closeness.There are huge opportunities in helping people achieve higher levels of happiness that go beyond offering classes that teach it. Most current goods and services promise happiness and only deliver short-term satisfaction. Successful brands understand the ‘happiness trend’. They know they can't sell happiness because true happiness is something people make for themselves. So smart brands choose to be facilitators and support meaningful self-fulfillment so people can create their own happiness. Savvy consumers in advanced economies know the difference between brands that want to sell happiness and brands that want to facilitate happiness. And they will endorse those brands that help them find and create happiness in themselves.(CBS) Happiness is that quirky, elusive emotion that the Declaration of Independence maintains we have every right to pursue. And we do pursue it: we are suckers for an endless stream of self-help books that promise a carefree existence for a mere $24.95; and television hucksters of every kind claim they have the key to Nirvana. So the happiness business, at least, is one big smiley face. As for the rest of us, the main scientific survey of international happiness carried out by Leicester University in England ranks the U.S. a distant 23rd, well behind Canada and Costa Rica. But you'll be pleased to know we beat Iraq and Pakistan. And the winner, once again as correspondent Morley Safer reports, is Denmark. Over the past 30 years, in survey after survey, this nation of five and a half million people, the land that produced Hans Christian Andersen, the people who consume herring by the ton, consistently beat the rest of the world in the happiness stakes. It's hard to figure: the weather is only so-so, they are heavy drinkers and smokers, their neighbors, the Norwegians, are richer, and their other neighbors, the Swedes, are healthier. So it's ironic or something that the unhappiest man in history, or at least literary history, was that Prince of Denmark, Hamlet. Of course Hamlet had every right to be depressed. After all, his uncle murdered his father and seduced and married his mother and was an all around perfect scoundrel. But Hamlet aside, what makes a Dane so happy and why isn't he wallowing in misery and self-doubt like so many of the rest of us? That's a question that also intrigued Professor Kaare Christensen at the University of Southern Denmark. "If you ask people on the street where they think the happiest country in the world, they'll say, you know, like, tropical islands and nice places, like Italy or Spain. Places with nice weather and good food. But in Europe, they're actually the most unhappy people," Dr. Christensen explains. So Christensen and a team of researchers tried to discover just why Denmark finds itself on top of the happiness heap. "We made fun of it by suggesting it could be because blondes have more fun. But then we could prove that the Swedes have more blondes than the Danes, and they were not as happy. So we tested different hypotheses," Christensen says. After careful study, Christensen thinks he isolated the key to Danish anti-depression. "What we basically figured out that although the Danes were very happy with their life, when we looked at their expectations they were pretty modest," he says. By having low expectations, one is rarely disappointed. Christensen's study was called "Why Danes Are Smug," and essentially his answer was it's because they’re so glum and get happy when things turn out not quite as badly as they expected. "And I was thinking about, What if it was opposite? That Denmark made the worst, number 20, and another country was number one. I'm pretty sure the Danish television would have said, 'Well, number 20's not too bad. You know it's still in the top 25, that's not so bad,'" he says. History may also play a role in the country's culture of low expectations. If you go to the government's own Web site, it proudly proclaims “the present configuration of the country is the result of 400 years of forced relinquishments of land, surrenders and lost battles." Could it be that the true secret of happiness is a swift kick in the pants, or a large dose of humiliation? Continued
11 Mapa de la Felicidad en Latinoamérica Argentina (56),Bolivia (117),Brasil (81),Chile (71),Colombia (34),Costa Rica (13)Cuba (83),República Dominicana (42),Ecuador (111),El Salvador (61),Guatemala (43),Honduras (37),México (51),Nicaragua (85),Panamá (39),Paraguay (75),Perú (115),Uruguay (87),Venezuela (25).Mapa de la Felicidad en Latinoamérica
12 Generación secuencial Información calificada Límites acotados Acceso limitadoGeneración secuencialInformación calificadaLímites acotadosAcceso inmediatoGeneración logarítmicaCantidad de información/socializaciónLimites difusos (público/privado)If there’s one device that’s going to introduce another few hundred million people to the online world, it’s the phone. We know this is not a new insight, nor will it happen overnight, but if you’re inclined to look beyond 2008, consider this:Right now, there are 2.7 billion mobile phones in use.The number of worldwide mobile phone users is expected to grow to approximately 3.3 billion in The Asia-Pacific region is expected to account for 47.9% of global subscribers by 2011.Globally, nearly 1 in 3 mobile subscribers will use a mobile broadband connection by This will represent over 1 billion users.(Sources: Juniper, EITO, MIC, Strategy Analytics.)Socialización de la información
13 Fragmentación = socialización = Comoditización 4. Información“Cuando una creciente masa de información es distribuida con una velocidad también creciente, se hace cada vez más difícil generar relatos, órdenes, secuencias de desarrollo. Los fragmentos amenazan con convertirse en la norma. Y esto tiene consecuencias directas sobre nuestra forma de relacionarnos con el conocimiento el trabajo y nuestro estilo de vida en un sentido amplio”Thomas ErikssenFragmentación = socialización = ComoditizaciónFuente: Thomas Erikssen, Tyranny of the Moment: Fast and Slow Time in the Information Age, Pluto Press, London, 2001
15 ¿Quién es el consumidor? Un buscador de identidad propia informado,pero no necesariamente educado formalmente,asociado con grupos que mutan.Participa pero administra su entorno,en una búsqueda permanente de reconocimiento/ aceptación, como parte de un proceso de búsqueda de un estado de mayor satisfacción emotiva.En un marco socio temporal diverso, con un modelo de relacionamiento altamente variable de acuerdo al ciclo de vida, el entorno y la cultura imperante
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