The internet has made everything available to us. Just go online, and you will find what you’re looking for. Sounds amazing right? There is only one problem: there might actually be a little bit too much of everything. Amazon offers 68.905 toothbrushes. Alibaba lets you choose from 6.083.138 shoes. And on Spotify you can find over twenty million songs. Everyday.
And we’re consuming quite a lot too. According to Next Big Sound we’ve listened to 1.032.225.905.640 songs in the past six months. And that’s excluding streaming services such as Tidal, Deezer, Google Play Music and Apple Music, since Next Big Sound doesn’t have access to their numbers. Compared to 2014, when we listened to about 430.000.000.000 songs, the number of streams has already doubled in just half the time. No wonder consumers feel a little overwhelmed from time to time.
This abundance of choice also creates a paradox. Research by SCHWARSTZ shows that there is an ideal number of options to choose from. And it’s no where near 68.905 toothbrushes. The problem is that this abundance of choice actually creates consumers that are less happy with their choices, because there are so many alternatives to choose from.