There seem to be three specific target groups with different relationships to the concept of time. It is therefore not surprising that consumers are now trying to win time by adopting new strategies. Searching for new mechanisms to give a greater feel of empowerment and control. Some of these solutions will be technological. Using captive time more productively when travelling or commuting.
Mobile technologies can help here.
Actively finding pursuits which allow precious time to be enjoyed. A good analogy is the difference between savouring and enjoying a coffee versus gulping it. Multi-tasking Understanding both the target groups and their coping strategies mean that brands can better target consumers with different time perceptions and communicate using new cues and sometimes, new media options. To date, there has been considerable focus on the group perceived to be time-poor. This group are assumed to be time-poor usually because of disadvantageous working patterns.