Thinking

The Always-On Consumer 2014 Report

people putting their hands in a circle

While it may be difficult to look into the future and predict how consumers will evolve, we will dare to try by looking at some consumers in today’s digital world. In our research, we found consumers that we call the Always-On Consumers: they use three connected devices every day, get online multiple times a day, and do so from at least three different locations.¬†There are significant differences in how these consumers use (or consume) new technologies, why they use various new technologies, why they engage, how they connect with brands and how they shop. There are enormous implications for how to build brands with these consumers and how to connect with them. Understanding these consumers will help us to see a bit of the future consumer. We hope that this report and this study serves to shed some new light on these issues.