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PRESUMERS

The product, the story, the status: why consumer involvement with products and services pre-launch is set to go mainstream.
1. FIRSTISM:
Choice saturated consumers want more, faster, better now. What better way to get that than consuming in the future tense.

DRIVING THIS TREND:

2. STORIES:
Connecting with cool products and services pre-launch means a great STATUS STORY to share.

3. BELONGING:
Joining forces to fund and promote a pre-launch product means a sense of community.

4. OFF = ON:
Online, consumers talk, participate, contribute, act. So why not ofine, too?

5. NEW PLATFORMS:
Growth in crowdfunding platforms and the rise of small-time makers mean its easier than ever to be a PRESUMER.
Number of crowdfunding platforms (worldwide):

WHO IS PRESUMING?
*Based on September 2012 data on Kickstarter users by Quantcast

45% earn more than $ 50,000 a year. 48% are


educated.

100

452
April 2012

2007

62% 38%

Money raised on crowdfunding platforms: 0.53B


2009

1.4B
2011

2.8B
2012

*Source: Massolution/The Economist, May 2012

MASS CROWDFUNDING PLATFORMS


US-based Kickstarter had launched over 73,000 projects by September 2012. DemoHour is China's rst crowdfunding platform.

The Porthole glass infusion vessel raised $730,000

Beijing bookstore One Way Street Library raised $37,000

NICHE CROWDFUNDING PLATFORMS


A Netherlands-based crowdfunding platform for video games A hyper-local crowdfunding platform based in New York

Tink: a third-person action adventure game from Mimimi Productions

Pie Corps: An artisanal pie company, launched in Brooklyn

INNOVATIVE PRESUMPTION BRANDS


Hong Kong based ZAOZAO, a "social pretailer" for fashion lovers. Makeably: US-based marketplace for custom-made designed objects.

IMPLICATIONS
PRESUMERS have opened the lid on a new consumer experience. Want to get going with this trend? How about: Scan PRESUMER platforms for projects, rms, designers, entrepreneurs that you could or should partner with. Establish a platform for new designs or products, and let PRESUMERS help you choose which ones to make and sell. Experiment with pre-sales models and special perks for enthusiastic PRESUMERS. So start thinking PREDUCTION, consider becoming a PRETAILER, and get going! ;-)
trendwatching.com | Infographics Monthly Trend Brieng - November 2012

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