The pandemic, along with advanced digitization of products and services, gave rise to the empowered “prosumer” customer. A combination of “producer” and “consumer,” prosumer describes how this segment is increasingly influencing not only how technology is used, but how it’s designed.
This year, the clear demand is in the work from home and remote learning categories. Parents buying a new PC for their child to access online classes represent a large emerging segment of customers, who now have to take into account features such as battery life, processor speed and webcam quality for video conferencing, which they hadn’t previously considered.
These factors will continue to be important, even beyond the pandemic, so we must recognize the purchasing power of these customers and how their preferences will directly influence the design of future PCs.