Consumers to U.S. Product Developers: Make It Just for Me, ASAP
June 12 2018 - 9:00AM
Business Wire
Digital manufacturing practices can help
product makers meet consumer expectations for more customization,
faster delivery and frequent product updates
“You can have any color, as long as it’s black.” The mass
production approach to manufacturing that guided Henry Ford’s early
work wouldn’t go far with consumers today. Not when they can buy
bespoke Mini Coopers, made-to-order mattresses and personalized
electric toothbrushes.
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A public-opinion poll conducted by ORC
International on behalf of Protolabs, a digitally enabled
low-volume, high-mix manufacturer, highlights the disparity between
American consumers’ growing expectations for customized products
and their view of companies’ ability to quickly deliver on them.
(Graphic: Business Wire)
In fact, when it comes to their electronic devices — think
smartphones, tablets, notebooks and cameras — a recent survey
revealed that 86 percent of Americans find customization appealing.
Yet only 16 percent of those potential consumers believe our
current marketplace is excelling at customizing these devices.
Furthermore, less than one-third of consumers think most brands are
equipped today to meet customer expectations for customized
electronic devices.
The national survey — conducted by ORC International on behalf
of Protolabs, a digitally enabled low-volume, high-mix manufacturer
— highlights the disparity between American consumers’ growing
expectations for customized products and their view of companies’
ability to quickly deliver on them.
“At a time when product personalization is commanding premium
prices and driving customer loyalty, companies can’t afford to
produce one-size-fits-all products,” said Vicki Holt, president and
CEO at Protolabs.
Based on survey responses, the need for rapid customization and
more frequent product updates is likely to increase. One-third of
small device owners said they expect to replace their devices more
often over the next five years as devices become outdated (41
percent), upgrades are more convenient (38 percent), and prices
become more affordable (37 percent).
The younger the consumer, the greater their appetite for
frequent upgrades, too: 46 percent of millennials (ages 20 to 37)
expect to replace their device with a new model more often over the
next five years. That compares to 32 percent of Gen X (ages 38 to
53) and 26 percent of baby boomers (ages 54 to 72).
Features that consumers want to customize include options such
as charging, types of connectivity, color, and design of device
exteriors and accessories.
How can these evolving consumer expectations be met?
“It is more important than ever for manufacturers to adopt the
digital models that enable product makers to quickly and affordably
bring a diverse selection of product options to market to meet
consumer demand,” said Holt. “This is achieved by automating the
front end of the manufacturing process. Traditional manufacturing
approaches that do not utilize this are not equipped to deliver on
this desire for customization quickly or affordably.”
Digital approaches that enable rapid prototyping and low-volume,
on-demand manufacturing of custom parts help reduce companies’
risks by streamlining product development cycles and allowing for
iterative testing cycles.
“Companies that meet consumer demand for customization will gain
a competitive edge along with access to new revenue streams and a
potential sales advantage,” added Holt.
About the SurveyThe public-opinion online poll was
commissioned by Protolabs and conducted by ORC International’s
CARAVAN® Online Omnibus in March 2018. It consisted of a
demographically representative sample of 1,004 adults comprising of
502 men and 502 women 18 years of age and older. The margin of
error is +/-3.1 percentage points for the full sample.
About ProtolabsProtolabs is the world’s fastest digital
manufacturing source for rapid prototyping and on-demand
production. The technology-enabled company produces custom parts
and assemblies in as fast as 1 day with automated 3D printing, CNC
machining, sheet metal fabrication, and injection molding
processes. Its digital approach to manufacturing enables
accelerated time to market, reduces development and production
costs, and minimizes risk throughout the product life cycle. Visit
protolabs.com for more information.
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version on businesswire.com: https://www.businesswire.com/news/home/20180612005129/en/
Padilla for ProtolabsTim Nelson,
612-455-1789Tim.Nelson@PadillaCo.comorProtolabsSarah Ekenberg,
763-479-7560sarah.ekenberg@protolabs.com
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