PRETAIL: A mode of consumption that sees consumers
treat crowdfunding platforms as the new shopping malls. Why? Because that’s
where current consumer demand for the most innovative, exciting and unique
products and being served best than anywhere else, by an army of entrepreneurs
and start-ups.
In
their November 2012
report they outline the trend of “presumers,” or those that buy
into consumer goods early on sites like Kickstarter and Indiegogo. Of
particular note are the five things that drive this new kind of consumer. They
are…
- Firstism: Consuming in the future tense
- Stories: When consumers connect with a story they buy in
- Belonging: Be part of the team
- Off = On: Consumers coming to expect to be able to give feedback and be heard
- New Platforms: Hundreds of platform choices with more popping up by the day
Who
are these new consumers? Some statistics:
- Kickstarter users (as an example) are predominantly (62%) male.
- 50% are between 18 and 34, and 20% are between 34 to 44.
- Almost half (48%) are college educated. That’s against 30.4% of Americans aged over 25 having a college degree (Source: US Census Bureau, February 2012).
- 45% earn more than USD 50,000 a year.
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