Consumer Bimodality

Mentioned in the Communities Dominate Brands blog, at http://communities-dominate.blogs.com/brands/2006/02/the_end_of_tv_a.html

They picked it up from Peter Bates at http://enewsblog.com/pjbassoc/post/2006-02-05_10:20:13/

"The industry instead will be stamped by consumer bimodality, a coexistence of two types of users with disparate channel requirements. While one consumer segment remains passive in the living room, the other will force radical change in business models in a search for anytime, anywhere content through multiple channels.

The tech- and fashion-forward consumer segment will lead us to a world of platform-agnostic content, fluid mobility of media experiences, individualized pricing schemes and an end to the traditional concept of release windows.

The report considers that these behavioural differences that will lead to the "Generational Chasm" between the passive mass audience ("Massive Passives") and leading-edge users (divided into two sub-groups: "Gadgetiers" and "Kool Kids")."