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Tuesday, Jun. 12, 2007 at 11:10 am

Yahoo’s Ron Belanger on the Consumer 2.0

By Robert Gorell
June 12th, 2007

Last week’s Future of Online Advertising (FOOA) conference was full of great info, not just for advertisers, but for marketers, developers, VC’s, bloggers, and the in-betweeners we’re all being forced to become at some level.

Ron Belanger, VP of Agency Development for Yahoo! Search Marketing, gave the crowd some insights on what he’s calling “Consumer 2.0″ (not that we need another buzzword, but he basically means customers who ignore marketing). Here are a few data points on these people–namely, the finicky customers we’ve all become:

- Consumer 2.0 is someone who is Overworked and Overwhelmed. Between 1970 and 2002, annual hours worked per capita in the US increased 20%.

- Consumer 2.0 is also addicted to leisure. While personal savings is at an all-time low of 2.1% of income, entertainment spending is at an all time high of 8.4%.

- Consumer 2.0 is a Master Hyper-tasker. In recent research, Yahoo found that consumers globally are living the 40-hour day. Over 10 of those are spent with media. Media meshing–watching TV while searching on the internet–is the norm.

- In a Global Market research study conducted in 2006, Yahoo found that 52% of people surf the web and watch TV at the same time – that percentage increases to 60% when you look at the often sought after demo of 18-34 year olds.

[Stay tuned to GrokDotCom for more FOOA follow-up, and to see how this data ties-in with what the folks from Digg, Ogilvy, IndieClick, and Brightcove are saying.]

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Comments (2)

  1. Glad you could make it Rob :)

  2. please ask digg to drop the nofollow attribute

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