Performative Leisure: connected consumers love sharing selfies

By Caroline Gorski: Managing partner for Retail & Leisure, Telefónica UK

The age of ubiquitous connectivity drives a rapid evolution in consumer behaviour. Every day over 500 million photos are shared online, every minute 100 hours of video are uploaded to YouTube and by 2020 it is predicted that there will be over 50 billion connected devices across the world.

It is the accessibility of technology and connectivity that is creating a trend of performativity amongst consumers. Whether that’s instagramming pictures of food and cocktails, creating vine videos at gigs, tweeting a selfie on a rollercoaster or uploading a scenic snap, consumers are increasingly documenting every aspect of their leisure exploits.

Social media platforms are now an outlet for people to evidence their creativity, individuality and spontaneity by trying to show that they are the most adventurous and interesting of their friends. In this digital revolution social status is less about who you know and more about where you have been, what you have seen and what you can share. This is putting increasing pressure on leisure providers to make their experiences stand out amongst the noise.

Almost 50% of social networkers between the ages of 25 – 34 regularly post updates and photos when attending a live event. For leisure providers this trend provides a unique opportunity to not just engage their event goers but their extended social network too. Every time a consumer posts a photo, uses a hashtag or shares an update this is an opportunity to get your brand’s name seen and heard.

Despite this buzz of activity the wealth of technology and rich experiences available to consumers from the comfort of their own home is bringing about new competition. It is becoming increasingly difficult to entice people to venture out from their digital sanctuaries. To tackle this, leisure providers must differentiate and excite in new ways using digital to deliver interactive and personalised experiences. And with disposable income on the rise leisure providers should act now to convince customers to invest their time and money at their location.

To learn more about this trend download our report and discover how you can create memorable experiences for your customers that are worth sharing.

Have you seen this trend in action? Let me know by tweeting me @carolinegorski