Scenario-Engaged Consumers

The price consumers are willing to pay for a new PC continues to decline every year, yet high-value customers do exist. Digital lifestyle scenarios, which bring together hardware, software, and services to create rich application experiences, can help marketers identify and acquire these elusive high-spending consumers. Consumers engaged in both the "music" and "memories" (digital photography) scenarios are willing to spend much more on a new PC than consumers who aren't engaged in those scenarios. Scenario-engaged consumers also spend significantly more time using their PCs. Overall, the scenario experience fosters a sense of PC attachment. Marketers should specifically design their marketing campaigns to attract scenario-engaged consumers. They should also develop creative strategies for demonstrating their PCs' scenario-friendliness, for deepening the scenario experience through partnerships, and for promoting new consumer scenario adoption.