The I-Want-What-I-Want-When-I-Want-Where-I-Want Consumer

Hot off the press – our new Connected Society trend report of 2018 is out! To be customer-centric in the modern digital age, brands should be developing innovations and big ideas that are true to the brand and founded on insights that resonate and inspire with real human beings. In this trend report about the current Connected Society, we explored the drivers behind people’s use of technology, and in turn the new behaviours created from people’s use of technology. What is driving people’s addictive use of connective devices and in turn, how are people defining control over their use of technology? In the next few blog posts, we will be sharing our insights (in bitesize format) to these questions. But you can also download the full trend report here at this link.

Technology gives almost anything we can ask for at our fingertips. Click and you shall receive with minimal effort and minimal time.  With a touch of a button, we can access an enormous selection of movies on Netflix, a full library of e-books on Amazon, a huge inventory of clothes and shoes on and the list goes on. There is no delay.  The digital world with constant connectivity has fostered the so-called “IWWIWWIWIWIW” – “I want what I want when I want where I want” consumers who expect instant gratification at a click or tap.

While patience has long been considered a virtue, it doesn’t seem to be so relevant in the current Connected Society.  Indeed, according to the “The Instant Gratification Nation” report by Fetch in collaboration with YouGov, more than two-fifths (42%) of UK consumers admit that they have less patience today than they did five years ago [1].  A main conclusion from this report is that the rise in impatience is attributed to people’s almost complete reliance on technology in their everyday lives.

Intriguingly, being spoiled by the instant gratification consumers get from technology from the online digital web, consumers are increasingly expecting the same kind of treatment in the offline world. For example, the Uber you see on your phone is soon the Uber parked in front of you.  Uber found that people’s expectation of how long they should have to wait for a taxi declined by 30% in one year [2].

Yes, getting what they want when they want and where they want is something that in our opinion another incentive that that further reinforces people’s addiction to connective technology. So in the online world there is no time for loading screens, and same for the offline world there should be no more queuing. The IWWIWWIWIWIW consumer is demanding. This is because the speed and instant gratification that consumers get from technology create new expectations, and therefore as a brand you are not competing with brands within your sector, but also with disruptive technology all around. Brands should therefore be instant and on demand; and look for which elements in the customer journey that could be even faster and real time.

[1] Fetch. (2017, October). The Instant Gratification Nation (Rep.). Retrieved

[2] Uber. (2015, January). Uber Expectations As We Grow. Retrieved from https://www. as-we-grow/



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