More People Living in Digital Cocoons
May 24th, 2006

A new lifestyle trend is springing up in South Korea, one of the world’s most advanced digital hotbeds more and more folks are retreating to their homes instead of socializing with others. The Korea Times reports.

Experts call the phenomenon “digital cocooning” because such a fad is enabled and accelerated by the digital revolution, which is occurring here in a full-fledged manner.

“The advent of Internet and wireless technology is generating two seemingly conflicting tendencies – some are enjoying a nomadic outdoor life thanks to wireless gadgets while others stay nested up at home with them,” said Park Jung-hyun, a senior consultant at LG Economic Research Institute.

“The former can be called digital nomads, the latter digital cocoons, or ones who retreat into the seclusion of their homes for privacy or escape,” Park added.

“If digital cocooning represents future trends, it is understandable that such digital alienation mushrooms in technologically-advanced Korea faster than other countries,” he said.

… Samsung Head: Most Famous Digital Cocoon? Korea’s richest businessman, Samsung Group chairman Lee Kun-hee.

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Marketers will need to reach each out to people in each category differently. For example, a combination of outdoor advertising and local advertising via Blue-tooth and Wireless advertising that is picked up while the a customer of this type is passing by a store would be one way to reach those customers who want to be outdoors.

People who what to stay inside – I know people like this and sometimes I’m like this too – would probably need Broadband videos, Vidcasts, Podcasts and a lot of good Rich Media, good Online Music, and advertising can be embedded into all of that.

Both types of “behavior” are a reaction, I think, to how people consume and process information. I suppose the “metrics” of engagement might also differ depending on how and where a person consumes digital information. Would be nice to know, for example, if someone who walks by a store where advertising is broadcast via Blue-tooth or Wireless, comes into the store; and then, if that person buys something while in the store. It’s possible to track all those things if you plan in advance for it.

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