Media consumption has altered but consumer behaviour has ‘endured’, says insights firm

Adam Nelson: “We don’t need to keep reinventing the wheel”

Businesses are “running around the like headless chickens” in the mistaken belief that consumer behaviour has changed along with the way people consume media, a seminar has heard.

Adam Nelson, associate director of insights consultancy Flamingo, declared that while distribution has changed and disrupted business, the fundamentals of consumer behaviour have remained largely the same.

Speaking on the evolution of new media at an event in Singapore, Nelson said there were “enduring” characteristics which have “evolved” but not necessarily changed.