Consumers are feeling disconnected from the real world.
One of our 10 Trends for 2013 is Sensory Explosion, the idea that our digitized, online existence is driving a desire for sensory stimulation. Our research confirmed that consumers—who now chat online with friends, tour museums virtually and play sports with the flick of a remote—feel disconnected from the tactile, “in the flesh” world.
Our survey of 1,016 adults in the U.S. and U.K., conducted last November using SONAR™, JWT’s proprietary online tool, found that the constantly connected Millennials are especially apt to feel this way. More than 7 in 10 say they increasingly crave experiences that stimulate their senses, and more than half feel increasingly disconnected from the physical world. Accordingly, they are placing greater importance on experiences: 81 percent say they value experiences over material items, and 72 percent would rather spend their money on an experience.
As consumers seek out sensorial oomph, creative opportunities to grab their attention will open up for brands—as well as challenges in retaining that attention once people come to expect ever more amped-up sights, sounds, tastes and so on.