Consumer Trend: Infolust + Localization
Consumers want information locally and instantly. They use information as their social currency, involving themselves in and giving advice about the best, the first, the coolest… The Internet drives the lust, but offline localization is what has really sparked the trend for the masses.
Experienced consumers are lusting after detailed information on where to get the best of the best, the cheapest of the cheapest, the first of the first, the healthiest of the healthiest, the coolest of the coolest, or on how to become the smartest of the smartest. Instant information gratification is upon us.
So forget information overload: this desire for relevant information is insatiable, and will soon move from the online world to the “real” world to achieve true ubiquity.
Enter vita.mn, Minnesota’s answer to an unfilled niche. While City Pages fills the local entertainment hole, it lacks the community and sharing aspect vita.mn offers. Vita.mn gives consumers a localized touchpoint that drives their social life—and provides them with an easy forum to share their insider knowledge.
Even though this is a Strib pub, it speaks to a hipper, younger audience. It’s a new way to re-engage with new generation.