Income, location, and demographics no longer explain consumer behavior. As consumers buy things faster and assume more control over the buying experience, they'll start displaying new and different behaviors. All of a sudden, past behavior will stop being a good predictor of future behavior. Eventually, in digital sector after digital sector, consumers will begin to resettle into identifiable clusters. But those clusters will look very different from old-style clusters.
Digital speed is about de-averaging competitive advantage.
A company that manages its business through averages is a company waiting to be hammered. And if I'm on his team, I get very worried. As digital speed fractures markets, customer groups, and distribution channels, averages give you an increasingly inaccurate picture of your business performance. The areas in which you have an advantage become obscured by the areas in which you are disadvantaged. And because you can't tell the difference, you don't know how to respond, how to build on strengths, or how to jettison your weaknesses.