Consumers’ changing relationship with new technologies

Nigel Sheldon, director of Digital at Starcom Digital, discusses how the internet user is evolving. First the web was used primarily for communication and information gathering, deeper involvement and new services came with broadband, and now participation and personalisation is the name of the game.

Consumers' changing relationship with new technologies

Nigel Sheldon

Confidence plays a considerable part in the consumer take-up of new technologies. Greater familiarity leads not only to deeper usage and more sophisticated involvement, but also engenders heightened expectations.

Across the globe, vibrant communities are establishing themselves, from SMS users in the Philippines to Quechua cyber-coffee shops in Peru, and in the not-too-distant future China will have more people online than North America.

While access and affordability are not the barriers they used to be, the discord between intangible product and the provision of unattractive services is being eroded too. Simplicity and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands