We found that this strong undercurrent of downtime is fueling a massive social conversation around “waiting.” Identifying this opportunity to learn about culture and consumer behavior, we listened in to the “waiting” conversation, drawing implications for how marketers can effectively capitalize on the opportunity posed during consumer downtime.
Some of the key findings are:
- At the deepest level, people are drawn to connecting with others more than attaining material goods or accessing fun experiences.
- Waiting conversations are not intrinsically negative – the waiting process is a natural phase along the consumer journey, one that brands should plan for as a time to interact with the consumer.
- The greatest form of currency to a waiting consumer is the presence of choice, which is more readily available in a digital landscape.
Head over to Forbes to read the full article.
*Big thanks to John Cho and Cullen Schiele for their contributions to this study.