Consumer Lifestyle Project

Consumer lifestyle project

I interviewed Matt, a technologically savvy and health conscious man in his early thirties. Matt works for a technology start-up as a programmer. In addition, he is a member of a fitness group that meets five days every week. The group’s collective aim is to improve the fitness and wellbeing of every member as they engage in different physical activities. In his spare time he enjoys reading up on the latest trends in technology, playing video games and watching movies.

One crescive norm in Matt’s lifestyle is that he cannot eat “junk” food for two consecutive days or for more than thrice a week. Matt and his fitness group subscribe to the thought that ‘garbage-in-garbage-out.” Therefore he is very particular on what he feeds on as it affects his fitness and health status. He buys and consumes foods considered healthy such as unprocessed slow carbohydrate diets and fruits. In turn, he avoids carbonated soft drinks, fast foods and foods containing processed sugars. However, he “cheats” with relation to his diet by eating junk food once or twice a week.

One of his enacted norms is the fact that he must perform exercise five days a week. Matt is aware that his daily job as a programmer involves sitting in front of a computer for extended periods thus he spends his workday living a sedentary lifestyle. To counteract the effects of the sedentary lifestyle on his health and physical fitness, he has to spend at least one hour after work form Monday through to Friday engaging in physical exercise. He has been performing this for more than two years.

The social event of the year for Matt is known as “Fit, Wit and Fun.” The event happens during the first week of June annually. Participants engage in fitness competitions such as strongman and endurance competitions as well as trivia games that test the knowledge of the participants in the area of fitness. Winners in the different competitions are rewarded with fitness gear, gym memberships and supplements. In addition, after the competitions, there is an after-party where people socialize and get to meet the featured dignified guest of the night, who is normally a successful fitness model.

Additionally, one other key event in Matt’s lifestyle is the International Consumer Electronics Show (CES). This is an annual event where major tech companies get to showcase new electronic gadgets such as smartphones, robots and televisions as well as the latest technological innovations. Matt attends the annual CES events religiously in orderto keep abreast with novel ideas as it is invaluable information in his programming job. He also gets to interact and share ideas with other stakeholders in the technology industry.

His main gift-giving event is during the Black Friday. During this time, he can get access to and purchase some of the latest gadgets at a much cheaper price. Consequently, he takes advantage by making lots of purchases during Black Friday and offers most of them as gifts to his family members and friends. He mainly gifts gaming consoles, video games, smartphones, speakers and televisions. He usually saves part of his income specifically for Black Friday purchases.

The hot trend currently in Matt’s lifestyle involves using a fitness tracking device to track and monitor the main fitness-associatedmetrics such as calorie consumption, distance covered when walking and running, sleeping patterns and his heart rate. Incorporating fitness tracking into one’s lifestyle makes it much easier to exercise especially with relation to managing the diet to maintain the appropriate weight and energy levels as well as improving sleep patterns (de Zambotti et. al., 2015). He has since purchased an Apple Watch series 3 which is a wearable smart watchwith sensors that works in conjunction with a mobile phone application to keeptrack of his lifestyle.

Figure1. This image illustrates aFitbit smart watch. Adapted from   

One cooled trend for him is going to the theatre to watch movies. Matt is a big movie enthusiast but has since reduced the frequency with which he attends the theatre. He states that he is at a point in his life where he can afford some of the best televisions and movie players and he already possesses these in his home theatre room. As a result, he sees no need to leave his house for movies as he can comfortably stream the movies at home through services like Netflix and Amazon and get picture and sound quality that rivals those of the traditional theatres (“Fullstream ahead? The brave new world of cinemagoing,”2016).In the recent years, there has been a decline in the number of consumers who go to the traditional movie theatres as they have become old and redundantcompared to the various streaming services.

Figure2. This image illustrates people streaming a movie from home using Netflix. Adapted from   

A future trend for Matt will be converting his home into a smart home. Essentially, Matt intends to replace various gadgets in his home with smart devices that are connected through a local network which facilitates their interoperability. A smart home is automated whereby one can control the lighting, entertainment systems, electric appliances, climate and security aspects such as controlling access points and alarm systems of the home (“The future of the smart home,” 2017). The smart devices can be controlled through a smartphone or tablet, or currently, through voice activated devices such as Google Home and Amazon Alexa that recognize the user’s instructions from his/her words.

Figure3. This image illustrates a smart home network. Adapted from 



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