Articles

It’s all about the experience!

We live in a world of abundance, where purchasing goods doesn’t have the same status as it once did. Buying items such as mobile phones, coffee machines and home cinemas is now common place, so consumers have switched their focus to the experience, to the thrill of consuming.

Today, many consumers view purchasing large items in negative terms; it’s a hassle, it may go out of style, it’ll need maintenance and the fact that it may represent a large proportion of their budget being spent on one object. They prefer to have multiple experiences for the same spend.

Consumers want up-to-date information on other people, products, events and news, as well as live conversations. They want to view and experience things in real time without delay. People are addicted to having new experiences ‘now’, not waiting for the future.
 

For example, travel used to be seen as a luxury but now it’s viewed as a basic way to escape and experience life and new things, to be free from obligations, commitments and formalities. Tourism is about lifestyle and as a result, is a booming industry.

Online marketing supports the need for instant consumption

‘Digital’ has become synonymous with instant. That’s why online businesses are expanding at such a rapid rate. It’s all about researching, comparing, purchasing and receiving your goods all within an instant. On the flip side, companies need to be aware that if their website is too slow, not relevant, boring or too difficult to navigate, consumers will instantly click off and look for gratification on another site.