Is the Real World Fading Away?

Principal Consultant , David Allison Inc.
  • Sep. 22, 2010

I consider myself an avid Twitterer. I habitually check my LinkedIn profile. I am a fan of Facebook. And I regularly trumpet the merits of social media to all who care to listen, and even those who don’t.

But I have to admit I was caught off guard when I came across – by way of a tweet – the following stat: British consumers spend half of their waking hours on social media and web devices. Yep. A recent UK Ofcam study revealed that when UK consumers aren’t getting a bit of shut-eye, they’re spending 45 per cent of their time watching TV, using their cellphones, surfing the Internet and engaging in social networking sites. Sometimes all of them at once.

Wow.

If this can be taken as a leading indictor for Canada, the USA and other countries then what does it mean for marketing real estate developments?

It means – to my eyes at least – that the shift from real world to online is faster and more pervasive than I thought. I knew it was happening fast, but to see a cold hard stat like this one really feels like a brisk slap across the face. How do the rest of you feel?

Time for developers to revisit their media budgets and make sure they have mobile and online media dollars appropriately tuned to this new reality. Time for traditional media to go into warp speed around plans to integrate, collaborate and become online providers of all the news that’s fit to print. Time to pay waaaay more attention to bloggers. Time for us to figure out how powerful mobile marketing is (a good start: is your website phone friendly?).

What else? Toss your ideas in the ring. Post a comment below. What will the world be like when we are at 90 per cent? Is it even possible? Can we spend 90 per cent of our waking hours online? What will that mean for real estate development marketing?

It makes me think of the Australian aboriginal idea that dream time is real time and the real world is the fake stuff. Maybe we’re heading in a direction where online is normal and natural and offline is seen as awkward and strange? Are you prepared for that?



David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

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David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

Read more




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