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TWELVE KEY PROSUMER TRENDS
PROSUMER PULSE

2004: A GLOBAL STUDYANTICIPATING CONSUMER DEMAND

Euro RSCG Worldwide Benchmark Study
prosumers 2004
About the Sample: U.K.
About the Sample: U.S.
Alcohol Consumption
The American Dream c. 2004
The American Home
Beauty/Grooming
Brand Momentum
Eats
Education and Parenting
Health
Personal Electronics
Prosumers on Prosumerism
Shopping
Targeting the Sweet Tooth
Twelve Key Prosumer Trends
1. Prosumers Create Their Own Lifestyles
2. Prosumers Dont Buy Straitjackets
3. Prosumers Choose Smart
4. Prosumers Embrace Change and Innovation
5. Prosumers Love to Be in the Now
6. Prosumers Connect and Interact
7. Prosumers Value Themselves
8. Prosumers Do It by Design
9. Prosumers Expect Good Health
10. Prosumers Value What Works, Fast or Slow
11. Prosumers Are Brand Arbiters
12. Prosumers Want to Learn How
13. About the Study
U.K. Highlights
Why Prosumers?
I have one of
the best lives.
I work from
home, have two
kids, have a
live-in nanny.
I make a nice
income, I go out
a couple of
nights a week.
I work to live.
I do 2030
hours community
service a week.
_ The point of having education, information, tech-
nology, and an active network is to be in the
drivers seat of ones life, which is exactly how
prosumers like it.
_ They like to feel theyre in control of their lives;
they are proactiveand that means calling the
shots on important issues.
_ Theyll seek out tips and clues from all sources,
but theyre not going to have lifestyle gurus tell
them what to do; they pick and mix and assemble
their lifestyles in order meet their own needs.
_ Self-determination is a high-order need for pro-
sumers; they have a strong internal compass and
like to follow it rather than follow the crowd
they create their own personal styles in whatever
they do.
_ With mastery of technology, they can relocate to
wherever the living conditions and Internet con-
nections suit themwhether it be Beaufort, South
Carolina, or Exeter, England, or Andalusia, Spain.
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Twelve Key Prosumer Trends
PROSUMERS CREATE THEIR OWN LIFESTYLES
Nina, 41, CPA, Newton Upper Falls, MA
_ Prosumers are all about modernism, opportunity,
and calling the shots, and they dont let tradi-
tional gender stereotypes cramp their style.
_ In fact, prosumers resist limiting themselves to
any one label or placethey know they are
always more than that. For example, they lavish
attention on their homes, but that doesnt
mean they regard their homes as the center of
their lives.
_ Metrosexuality is a typical attitude among
prosumer menpartly flouting the normal man-
ifestations of male behavior and partly just plain
ignoring them to take advantage of the niceties
that modern life has to offer.
_ As for parenthood, prosumers regard it as an
option, not an obligation, and if they take the
fatherhood/motherhood option, they do it
proactively and on their own termsat least
until their kids get old enough to start dictating
terms, too.
3
Twelve Key Prosumer Trends
PROSUMERS DONT BUY STRAITJACKETS
I only get
a certain kind
of shoes
Ballys. They
are classic,
traditional
stuff, and
they
are going
to last.
Chris, 43, Nat King Cole Impersonator, Las Vegas
_ Prosumers revel in options, but doing the dumb
thing is one option they are keen to avoidthey
regard themselves as smart and are attracted to
whatever makes them feel theyre doing the
smart thing.
_ Whats smart depends on the individual and the
context, but it typically means being well
informed, knowing whats available, and check-
ing out the opinions of others.
_ Feeling smart means harnessing technology to
extend their networks of connections and checking
out leads that relate to their interests, whether
its parenting, painting, partying, or Pilates.
_ Smart means taking advantage of opportunities
for engaging in conversations that satisfy the
need for the brain food of information and the
soul food of social connections.
_ When it comes to consumption, prosumers
regard low prices as smart, unless theyre
trumped by better value for a higher price,
where value includes elements such as service,
design, and brand.
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Twelve Key Prosumer Trends
Levis feel like
a smart luxury
to me: Theyre
everyday, but
its important
that they feel
comfortable,
fit right.
PROSUMERS CHOOSE SMART
Brienin, 31, Actress, New York City
_ Prosumerism is a proactive response to a world
in which each year brings more change and
innovation than previously happened in a lifetime.
_ Many people instinctively resist change, but
prosumers not only accept whats new and dif-
ferent, they welcome it, they relish exploring it,
and they assume that it could hold opportunities
for them.
_ Whether its new technology (a prosumer
favorite), new places, new people, new ideas, or
new products, prosumers are happy to be the
first among their peers to check them out.
_ Among the many benefits prosumers get
from embracing the new is conversational
currencythey always have plenty to talk about
(authoritatively) in their many social contacts.
_ It should be noted that embracing new things
doesnt mean accepting them unconditionally;
it does mean being among the first in line to
check them out and decide which offer value
and which dont.
5
Twelve Key Prosumer Trends
I love to buy
online. Its
fast, quick.
Its direct,
quick turn-
around time.
eBay rocks!
PROSUMERS EMBRACE CHANGE AND INNOVATION
Allison, 19, Student, Phoenix, AZ
_ Prosumers are ahead of the crowd in mastering
one of the great paradoxes of modern living:
There are more sights, sounds, scents, and tastes
to enjoy than ever before, and more people than
ever who are able to afford them. And, yet, we
have less time to savor them as life becomes
more hectic.
_ In a world full of pleasures and pressures, how
smart is it to rush headlong into the tomorrow
that never comes and miss out on smelling the
roses today?
_ Prosumers are coming to grips with the conflict-
ing pulls of pressures and pleasures, and are
figuring out ways to savor the moment now
more than ever before.
_ Because prosumers feel more in control than
most, they feel more capable of living for today
and enjoying the now, knowing that they are
already ahead of the curve and have what it
takes to handle whats next when it comes.
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Twelve Key Prosumer Trends
If you really like
what youre
doing, then the
balance is
getting
everything in
your life you
want. Vacations
are less critical
for me because
I enjoy work.
PROSUMERS LOVE TO BE IN THE NOW
Alan, 46, Benefits Consultant, Boston
_ Prosumerism is powered by connectivity and
interactivity, and in turn it drives developments
to extend both.
_ Being able to access information from anywhere
at any time is a dream come true for informa-
tion-hungry prosumers, whether its restaurant
reviews or the weather forecast or the latest
headline news.
_ Having the capability to send suggestions
and complaints feeds and fuels prosumers
proactive urgesthey dont like to be at the
end of a pipeline; they see themselves as part
of the loop.
_ Being able to reach others and be reached any-
where at any time removes face-to-face and
fixed-line limits to prosumers love of sharing
information and opinions.
_ Others may feel overwhelmed by ubiquitous con-
nectivity and either suffer it or reject itbut
prosumers welcome it, knowing that they con-
trol the on/off switch.
7
Twelve Key Prosumer Trends
My final
year at
Sprint,
I did the
whole year
(40-hour
weeks) online
from home.
I love
working at
home.
PROSUMERS CONNECT AND INTERACT
Jim, 54, Motorcycle Instructor, and Pam, 49,
Out-of-Work Telecom Employee, Las Vegas
_ Being well informed, proactive, and feeling in
control means that prosumers are less likely
than most to suffer low self-esteem; others value
them, and they value themselves, too.
_ They may not be able to avoid the stresses and
aggravations of modern living, and they arent
immune to the ups and downs of being human,
but when the going gets tough, prosumers dont
hesitate to soften it by reaching for the indulge
yourself option.
_ For the majority, self-indulgence sounds like a
sirens call onto the rocks of sloth, gluttony, and
the sort of loose behavior that all too often ends
in regret.
_ But for prosumers, self-indulgence is a by-product
of healthy self-esteemthey indulge themselves
because they feel theyre worth it, and they dont
feel bad about themselves afterward.
_ For prosumers, self-indulgence is not an out-of-
control attempt at consolation; its a smart way
to celebrate their sense of control.
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Twelve Key Prosumer Trends
PROSUMERS VALUE THEMSELVES
I value
myself by
the lifestyle
choices
I make.
I know that
I have
talents that
are valuable
to the world.
You value
yourself
by the
company
you keep.
Justin, 25, Actor, and Sarah, 23, Dancer, Las Vegas
_ For prosumers, design may be about the work of
a smart, creative name designer or the prod-
ucts of a design-oriented company, but its just
as likely to be about something that they them-
selves have put together.
_ Whether a named-designer object, the look of
their home, the selection of ingredients for a
meal, the outfit they wear, or any other aspect of
life in which prosumers take pride, all share one
common feature: deliberation.
_ Prosumers are proud of the thought they put into
what they do, and they respond to evidence of
thoughtfulness in the objects they choose to buy.
_ The resulting combination of elements may or
may not correspond to an off-the-shelf design,
but for prosumers it becomes fine design
because its their designtheir own sense of
style, their signature look.
9
Twelve Key Prosumer Trends
Look at IKEA.
I mean,
everyones
like: I dont
want an ugly
desk, but
I also only
have a
hundred
bucks.
So, thats the
solution.
PROSUMERS DO IT BY DESIGN
Lily, 22, Graphic Designer, New York City
_ Health is now daily fodder for mainstream
media because of the vast amounts of informa-
tion being disseminated about nutrition and
exercise, and the instant popularization of scien-
tific data (A new study has discovered a link
between XXX and YYY).
_ Meanwhile, authorities all over the world encour-
age people to get better informed and take more
personal responsibility for their health.
_ Ever the self-confident optimizers, prosumers
regard these messages as an encouragement
and a challenge that they accept with relish
any opportunity to get more information and
take greater control of their lives is welcome.
_ Health is a prosumer domain, and navigating the
vast amounts of health and medical information
available is becoming second nature to pro-
sumers, especially when their own health or that
of a loved one is under threat.
_ Prosumers question their physicians diagnoses,
demand second and even third opinions, ask
about new therapies, and generally refuse to
kowtow to the medical establishment.
10
Twelve Key Prosumer Trends
PROSUMERS EXPECT GOOD HEALTH
I think
obesity is due
to eating
too much
sugar.
Especially
in childrens
food.
People need
to become
more physical,
stop watching
TV. Fast food
is nasty.
Nasty.
I try not to
put trash into
my body.
I try to eat
whole foods,
organic, nothing
processed,
lean proteins.
Justin and Sarahs Refrigerator, Las Vegas
_ Quick, easy, convenient, and no effort are
the staples of product pitches to mainstream
consumers, even if takes a while and requires
some effort are more reasonable expectations
in some cases (e.g., dieting, fitness programs).
_ Prosumers appetite for information and learn-
ing shows that they have the capacity to work
longer term at getting what they want, but
that doesnt mean theyre committed to effort
for efforts sake. They dont automatically spurn
quick fixes.
_ Prosumers are interested in what works. If it
takes time and effort to get the result, theyll
accept that price, but if the same result can
be achieved in less time with less effort, then
that equates to better value and hence is the
smarter choice.
_ So prosumers arent immune to fast money,
easy break, no-effort weight loss proposi-
tions; they just need more convincing that the
results will match the claim.
11
Twelve Key Prosumer Trends
PROSUMERS VALUE WHAT WORKS, FAST OR SLOW
iPod gives you
what you want.
They tell you this
thing will work in
your life; they
give you exactly
what you want,
and you do it,
and its easy
You get exactly
what you paid
for, and its
perfectly
integrated and
cohesive and
comprehensive
and reasonable,
and its part of
your life.
Michael, 36, Actor and Theater Producer,
New York City
_ Prosumers are marketing savvy; they understand
the ins and outs of branding, and they pride
themselves on making smart choices from
among the tens of thousands of brands out there.
_ Theyre neither brand slaves nor knee-jerk brand
rejecters, nor ideological no logo brand ene-
miesall of which are based on uncomfortable
relationships with brands.
_ Prosumers are comfortable with brands
because they have a fine sense of when, where,
how, and why a brand delivers value, or doesnt,
since getting value is what prosumers value.
_ The result is that prosumers are the leading indi-
cators of brands on the rise and brands in
decline. They are on the lookout for value,
they spot its presence or absence, and they alert
others to it.
12
Twelve Key Prosumer Trends
PROSUMERS ARE BRAND ARBITERS
A local
eyeglass
company
gave me a
pair of their
glasses to
wear at work.
Ive already
referred
35 people
there just by
wearing,
promoting
their product.
I influence
my peer
group.
Jennifer, 29, Restaurant Manager, Boston
_ Prosumerism means learning about and having
more control over ones life, and that means
knowing how to do things rather than having to
rely on others to do them.
_ Prosumers love what information, but theyre
even more crazy about how to information.
Whether its fixing dinner or fixing the plumbing,
debugging the computer or delousing the dog,
how to information increases their sense
of control.
_ This makes prosumers the frontline audience for
instructive TV programs, especially when theres
a Web link and/or a means of responding to the
show with what if? questions.
_ Prosumers are happy to be on either end of
how to conversations, whether its face-to-face
or online; theyre keen to learn, keen to share
their learning with others, and happiest in
conversations in which they can do both.
13
Twelve Key Prosumer Trends
When I moved
here from
New York,
I couldnt find
any good Italian
restaurants, so
I decided to
learn how to
cook it myself.
I enjoy it. it is
really fun, and
I like cooking
for big crowds.
PROSUMERS WANT TO LEARN HOW
Michelle, 34, Wedding Photographer, Phoenix
14
Twelve Key Prosumer Trends
ABOUT THE STUDY
Findings from the initial leg of Prosumer Pulse
2004: A Global StudyAnticipating Consumer
Demand are based on an online survey of 1,982
adults in the United States and 2,127 adults in the
United Kingdom. The survey was conducted on
behalf of Euro RSCG Worldwide by Market Probe
International in February 2004. The survey
included a battery of attitude statements used to
identify each respondent as a consumer or more
proactive prosumer. On the basis of responses to
these statements, 81 percent of the U.S. sample
and 80 percent of the U.K. sample fall into the
consumer bracket, while 19 percent and 20 percent,
respectively, are identified as prosumers. Over
the course of 2004, Euro RSCG is fielding this sur-
vey in nine countries: Brazil, China, France,
Germany, India, Italy, Spain, the United Kingdom, and
the United States.
Prosumers are of particular value to marketers
looking to anticipate future trends because
they act as an early warning system about
the consumer next. Typically making up
2030 percent of any group, they are more
connected than others, so they function as human
mediatalking up their points of view and
exerting influence over their less passionate
friends. Every category has prosumers. And every
prosumer has a robust point of view on every
subject on which he or she offers opinions. Euro
RSCGs proprietary research shows that what
prosumers think now, consumers will think next,
typically over a period of six to 18 months.
Euro RSCG Worldwide, a leading integrated
marketing communications agency, is made up of
233 offices located in 75 countries throughout
Europe, North America, Latin America, and Asia
Pacific. Euro RSCG provides advertising, marketing
services, corporate communications, and interactive
solutions to global, regional, and local clients. The
agencys client roster includes Airbus, Air France,
Aventis, BNP Paribas, Cap Gemini, Danone Group,
Intel Corporation, LVMH Louis Vuitton, MCI,
Polaroid, PSA Peugeot Citron, Reckitt Benckiser,
and Volvo. Headquartered in New York, Euro RSCG
Worldwide is the largest unit of Havas, a world
leader in communications (NASDAQ: HAVS
Euronext Paris SA: HAV.PA).
For more information about the Prosumer Pulse 2004 study, contact jenny.burke@eurorscg.com.