Transumers – Waiting 2.0

A few weeks ago I wrote about the proliferation of 2.0 designations and jokingly said, “I am waiting for Food 2.0, Eating 2.0, Crossing the Street 2.0, etc. Well it may happen.

I recently read at PFSK about transumers which they define as “People who are in a state of hiatus, consumers who are either at an airport, train station or hotel.” These people are increasingly becoming target for marketers. This is something I have noticed with an increase in ads directed at you when you are filling up your gas tank or waiting in the grocery check out line and can see a video screen. PFSK pointed to a detailed report on transumers that goes more into the psychology of the people in this category, rather than simply the location.

Transumers “are consumers driven by experiences instead of the ‘fixed’, by entertainment, by discovery, by fighting boredom, who increasingly live a transient lifestyle, freeing themselves from the hassles of permanent ownership and possessions. The fixed is replaced by an obsession with the current, an ever-shorter satisfaction span, and a lust to collect as many experiences and stories as possible. In other words; the past is, well, over, and the future is uncertain, so all that remains is the present, living for the 'now'*.

There may be some wisdom here but regardless I think that many of us in transit activities are more likely to welcome a promotional message to fight boredom than when we are engaged in regular activities or simply at home. It will not take too long to look for increased participation of this audience with these messages rather than simply content distribution so we may get pumping gas 2.0 or waiting in the check out line 2.0 after all.

Comments

[Curtis Conley]

Pumping gas 2.0 is certainly on the way. I watched a bit of Jay Leno’s monologue on a rather nice flat-screen television earlier in the week while pumping gas. It was spliced together with commercials for Shell gas and products, but it made the chilly weather a little more tolerable.

How long before it becomes a totally interactive experience? As customers swipe their card to pay, their preferences for Letterman over Leno may be recalled, interactive instant-win games with free gas incentives, products advertised based on buying patterns, etc.

Anything to ensure that I’m not bored or left with my own thoughts for more than 40 seconds! :)

[bill Ives]

Curtis - great points, see my related post on the FAST Forward blog, Escape from Blackberry - http://fastforwardblog.com/2006/12/20/escape-from-blackberry/