Bimodal Consumer

Today and in the medium term there will be a bimodal consumer base where the majority will continue to operate pretty much as they have always done – passively consuming media.

A minority, however, will be more active and participative, will personalise and control their media experiences.

Advertisers need to consider how their communications will work across both.

As technology fluidity, education and customer service takes hold over the longer term the mass audience will shift progressively closer to a more active relationship with media.

Source: IBM