Tuesday, March 20, 2007

Time Rich, Time Poor and Apple

Jeremy Liew at Lightspeed Venture Partners has an interesting post: Time Rich or Time Poor? In it he separates web consumers into: Time Rich (more time than money) and Time Poor (more money than time). He tells us:
If you’re starting a new internet company, its important to know who your audience is, and to make sure that you don’t let your own experience and that of other Time Poor people guide you wrong.

This is an interesting concept and not something I've seen articulated this way. What's interesting is that I've been seeing opportunities to use social marketing for businesses that typically target Time Poor audiences. Does this mean that they'll have lower response rates? It's certainly something to keep in mind.

I also read - The Difference Between Apple and Microsoft Marketing that tells us:
Apple's marketing is designed for Time Poor buyers, while Microsoft's is
designed for Time Rich buyers.

I would agree that Apple's product design would suggest that it aims at Time Poor buyers. However, the ubiquity of the iPod including use by many folks who certainly would fall in the Time Rich category (lots of time to play with music) suggests that their product and marketing appeals to both segments. Doesn't this call into question the central concept of Time Rich and Time Poor and the importance of making a choice prior to product design which audience you are going after?

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