{"id":21401,"date":"2020-01-28T17:43:46","date_gmt":"2020-01-28T17:43:46","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/prosumer"},"modified":"2026-06-26T21:02:51","modified_gmt":"2026-06-26T21:02:51","slug":"prosumer","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/prosumer","title":{"rendered":"Prosumer"},"content":{"rendered":"

\"Prosumer\"<\/p>\n

Definition:<\/strong><\/p>\n

A prosumer<\/strong> is a fusion of the words product\u00a0and consumer. The term was coined by <\/span>writer Alvin Toffler<\/strong>, who mentioned it in his book ‘The Third Wave’, from 1980. Although historically it has been used in very different areas, in the world of technology and<\/span> Digital marketing <\/a> refers to the user who is both a consumer and a creator of content on websites and social networks.<\/span><\/p>\n

Toffler’s theory was based on the idea that mass production should give way to a more personalized design and production process that involved the consumer. In the same vein, the authors of the‘Cluetrain Manifesto’ <\/a>were expressed, an indispensable marketing manual that defends that ‘markets are conversations’ (‘markets are conversations’) and that passive consumers have given way to active prosumers.<\/strong><\/p>\n\n

Prosumers in the Internet Age<\/span><\/h2>\n

This new climate of conversation established by Web 2.0 and the development of new technologies forces companies to give increasing importance to the prosumer <\/em>or prosumer.<\/em> The new consumer is someone to whom the rest of our target audience listens, so their opinions and content take on special relevance in our digital marketing strategies.<\/a> On the other hand, their valuations can be crucial when launching a new product.<\/p>\n

<\/span>Prosumers: success stories<\/span><\/h2>\n

Companies that bother to know what this new type of consumer wants are (almost) assured of success. Allowing the customer to intervene in the production process adds value to our product and moves it away from that massive advertising of the twentieth century that we mentioned before. Here are some examples of companies that knew how to listen to their prosumers:<\/em><\/p>\n

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  • Adidas and its custom sneakers. The sportswear brand allows the buyer to decide some elements of their footwear.<\/li>\n
  • The new flavors of Lay’s. The snack and chip brand launched a campaign to invite its audience to decide on its new flavors.<\/li>\n
  • Ikea. The Swedish company used social networks (specifically, Facebook) to propose users to customize one of their furniture, with the reward that the piece would bear the name of the winner.<\/li>\n<\/ul>\n

    Frequently asked questions about Prosumer<\/h2>\n
    \n
    \nWhat is Prosumer?<\/summary>\n

    Definition: A prosumer is a fusion of the words product and consumer. The term was coined by writer Alvin Toffler , who mentioned it in his book 'The Third Wave', from 1980. In the Arimetrics glossary it is placed in a digital marketing context to clarify its role, uses and practical implications.<\/p>\n<\/details>\n

    \nWhat is Prosumer used for in digital marketing?<\/summary>\n

    It is used to better analyse an action, tool, channel or behaviour related to acquisition, measurement, communication, sales or user experience. Its value depends on applying it to a concrete decision.<\/p>\n<\/details>\n

    \nHow is Prosumer related to a digital strategy?<\/summary>\n

    It is related to digital strategy when it affects objectives, data, content, technology, campaigns or conversion processes. That is why it should be reviewed together with the business context, not as an isolated term.<\/p>\n<\/details>\n

    \nWhat should be considered when working with Prosumer?<\/summary>\n

    It is advisable to review its definition, context, associated metrics, limitations and possible risks. It is also useful to validate whether the concept has a real impact on performance, user experience or decision-making.<\/p>\n<\/details>\n<\/div>\n