New Study on Consumer Preferences

Posted on February 12, 2013 @ 02:03 pm

A recent consumer insight study by Anthem Worldwide reveals that "Creating it Myself" is a driving trend for 2013 - in some parts of the world.

Anthem is part of the brand development agency Schawk, Inc. and Ipsos conducted the study from December 17 to 25, 2012. An online panel of 1,500 participants were equally divided among the U.S., UK and China.

When the consumer panel was asked which they believed would be more prominent in 2013: "Buying Ready Made" or "Creating it Myself," 56% of the participants in the UK and China believed that "Creating it Myself" will be a more prominent trend in 2013. However, 59 percent of U.S. respondents chose "Buying Ready Made."

"Let's face it, most of us in the U.S. operate at maximum capacity, and adding one more thing to the 'to do' list can tip the scale," said Kathy Oneto, vice president, brand strategy, of Anthem's San Francisco office. "So it's not surprising to find that U.S. consumers appreciate products and services that do more for them, taking tasks, steps, or organizational needs off their plates and providing helpful, simplifying solutions."

On the flip side, 66 percent of U.K. respondents and 61 percent of China respondents believed Creating it Myself would be more prominent.

Oneto noted, "In the U.K., two trends give credence to the Creating it Myself trend -- the rise of cooking-by-scratch, driven by economic conditions, as well as the increase in self-created content, such as music, videos, and imagery, driven by new technologies that make self-creation easier."

She continued, "In China this is likely influenced by the rise of the entrepreneurial spirit, with increasing opportunities to start one's own business."

Oneto concluded, "The Creating it Myself trend is influenced by the building movement towards what some are calling the 'maker economy.' With lowered barriers to production and distribution, new tools for making goods on one's own, and new platforms upon which businesses can be built, creators are becoming business builders, not just hobbyists."

Oneto pointed out that Chris Anderson, the editor-in-chief of WIRED magazine, and author of Makers, stated: "The New Industrial Revolution, is championing the movement towards manufacturing democratization. It's essentially the next generation of DIY. Some may make things solely for their own use, while others will build businesses that in decades past were never possible."