Center for the Connected Consumer

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The Center for the Connected Consumer is housed at The George Washington University School of Business and is directed by Donna Hoffman and Tom Novak. It is dedicated to understanding how consumers interact with smart devices in post-social media environments. In the first ten years of Web 1.0, the Internet was largely about content. In the second decade of Web 2.0, the focus turned to social. The third decade of Web 3.0, which we are now entering, is a post-social phase characterized in large part by the emerging Internet of Things. Connected consumers are increasingly interacting with smart, small, and friendly networked devices that also talk to other devices.

Web 1.0 gave consumers unprecedented access to information. At the same time, marketers developed tools and strategies for online advertising and marketing. Web 2.0 gave consumers unprecedented control of information. At first, this shift in balance of power caught marketers by surprise, but marketers have increasingly learned the delicate dance of social media. Web 3.0 represents yet another fundamental shift where post-social consumers interact directly with smart products that are embedded in smart environments. Founded in 2013, the mission of the Center for the Connected Consumer is to understand the user experience of the post-social consumer, as well as the ways marketers can best operate in the era of the Internet of Things.

The Center maintains the Connected Consumer Panel[1] consisting of people who participate in online academic research studies about how people interact with smart technology. Panelists participate in research about how people interact with the Web, with mobile applications, and with smart devices connected to the Internet.


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