Forty-Eight Percent of Consumers Considered "Always-On," Says Vivaldi Partners Group

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Growth and brand strategy firm releases “Always-On Consumer” report which explores how brands can best reach these digitally-savvy, multiple-screen customers.

The Always-On Consumer 2014 Report

"There is no doubt that the Always-On Consumer is a powerful and influential part of the U.S. economy that will only continue to grow..."

“The Vivaldi Always-On Consumer 2014” Report has been released by Vivaldi Partners Group, a growth and brand strategy consulting firm that includes a digital and design agency known as Fifth Season. In the report, Vivaldi Partners Group details the results of a new survey of digitally savvy consumers and explores the implications of the emergence of this type of consumers on building strong brands and businesses.

The study defines these intensely digital consumers, or as Vivaldi calls them “Always-On Consumers,” as those who own and personally use at least three connected devices, go online from a minimum of three different physical locations and multiple times a day. The study queried over 500 such U.S. consumers to discover some surprising findings.

The study found nearly half (48%) of the U.S. adult population can be considered as “Always-On.” The key finding of the study is that these intensely digital consumers, or AOC, are not different from ordinary consumers that are less digital in terms of demographic profile or socio-economic factors. AOC differ greatly, however, in how they connect with brands and businesses.

Vivaldi studied the patterns of usages of devices like mobile phones, tablets, computers, social networks and apps in the context of searching for information about products or brands, evaluating them, and making purchases. In the report, they identify five distinct segments of Always-On Consumers that differ in the ways they use digital technologies:

  •     Social Bumblebees, which make up 22% of the Always-On consumer group
  •     Mindful Explorers at 27%
  •     Deal Hunters at 13%
  •     Focused Problem Solvers at 18%
  •     Ad Blockers at 20%

The study is unique because it provides a very detailed and nuanced fact-based preview on the future consumers that marketers and businesses will have to engage with. The results show that conventional targeting of consumers will fail with these consumers and today’s approaches or marketing and advertising spending and allocation, both traditional and online ad buys, will be obsolete within two years.

“I am pleased to present the Vivaldi Always-On Consumer report. There is no doubt that the Always-On Consumer is a powerful and influential part of the U.S. economy that will only continue to grow,” said Erich Joachimsthaler, CEO and Founder of Vivaldi Partners Group and lead author of the report. “Our research shows there is an enormous need for marketers to come up with new ways, methods and approaches to understand consumers, what matters to them, and how they view brands through the new technologies that are available to consumers and to brands.”

A full download of the “Always-On Consumer 2014” report can be found at:

About Vivaldi Partners Group
Vivaldi Partners Group ( is a global firm that unlocks innovation and growth opportunities for brands and businesses in a digitally connected world. Vivaldi Partners Group uses its expertise in strategy, innovation, marketing, and organization to identify new demand-based opportunities, build strong brands, create and realize engaging experiences, and lead change through the development of people. Vivaldi Partners Group comprises of Vivaldi Partners, Fifth Season, a digital, design and technology agency, and E-Edge.

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