What Exactly is a Prosumer? Survey

Here's an interesting trend we've started noticing over the past few years. What used to be a slightly exaggerated term has now become an industry in of itself; micro 4/3rd system cameras, lifestyle laptops (like the HP Envy and Macbook Air), and the latest and greatest home theater technologies like LED and Plasma are reaching audiences quicker than ever before. So, we ask:

Personally, I think the term is just bullocks. I mean, am I really stepping out of my boundaries when I say I'm truly interested in photography, but don't want the bulk of a full dSLR? No. Am I a prosumer audiophile wanna-be if I appreciate great sounding music? Uh, no. And lastly, because I'm obsessed with technology, should the _______ of my dreams cost more half of my month's paycheck. No.

In my ideal world, everything we buy, use, and experience would be a carefully designed experience. It should complete a need that I may not even realize, but it should do it without abusing my wallet (*cough* AT&T data plan). New technology - that's well designed - should be able to be embraced, not left just for the small elite population who can afford it.

Are you a prosumer? No? What do you think about this new market of hardcore lifestyle products? Let us know below!

[Image: AVLand]

Comments (12)

None of the above. Prosumer refers to a category of product that lies between consumer level and professional level. If you're not going to go buy a $30,000 Hasselblad, or even a 5d, but want something a little higher end than a $150 powershot, you want something in the prosumer category.

Agreed with charmac. To me, "prosumer" means hardware with Professional capabilities, at prices affordable to consumers. I want to do music recording in my house, but I'm not going to get a full sized SSL console, thousands of dollars in preamps, and a handful of neuman mics. I'm going to buy a "prosumer" device like the Digidesign 003. A "consumer" would just plug a microphone straight into his/her laptop.

Agreed again, although it also implies someone who will obtain financial gain from the product although not at a full professional level. Example would be a amateur wedding photographer or home recording studio that you record a band in. In either case, the end user is not expecting full-professional results (or a Grammy) but is willing to pay a reduced rate for reduced experience and equipment. And have semi-pro results.

1 to Charmac and dksionzyk.

Prosumer products only exist in markets where there are both consumer (amateur) and professional users. This would apply to things like audio production, video production, and photography. Your examples are way out of whack. Prosumer audiophile? Home theater? Laptops? These segments are, by definition, consumer products. Within the appropriate market segments prosumer is a relevant (even helpful) term.

Re: "What used to be a slightly exaggerated term has now become an industry in of itself"

Yeah, don't you just hate that. Like the word "hack."

1 to the others.

I want tech to work for me, not to have to work around it because it is "consumer grade". I don't want my headphones to just look pretty; I expect them to reasonably reproduce sound.

The idea of prosumer products isn't exactly new. The Kitchen Aid stand mixer is really just a scaled down Hobart stand mixer for the home user. Professional technology tailored to advanced home user.

Is the phrase overused? Probably.

None of the above. What charmac said is spot on.

You do mean "bollocks" which is exactly what "prosumer" is.

charmac has it right. this term is used a lot in design consulting as a category that they design their products around. it's basically a consumer that aspires to be a "pro". for example, the viking stove. a prosumer will get this in their kitchen because they aspire to be a professional chef although they're not.