Brands that grasp today’s ”double-click mentality” click with consumers.
While the reviewers pick apart Apple‘s iPad, one unassailable argument remains: We are not just living in digital times, but on digital time.
From getting news to reading the latest best-selling novel, to watching reruns of Gilligan’s Island, most of the content, products, information and entertainment we enjoy is available with a click. Consumers are conditioned to get what they want when they want it. I’m not sure this “double-click mentality” is necessarily a healthy thing, but it’s real, and the reality has huge implications for marketing and media executives. People want things that are immediate and convenient. Woe to marketers–even bricks-and-mortar retailers–that don’t get this. Double-click gratification is a table stake.