I am addicted to American Idol. There, I said it.
Now that I have confessed, let me explain why I am hooked on this show. It is a great example of what I call the new "On-Demand Consumer" in action.
Every year (every season), millions of consumers vote for their favourite product (the singer), the one they want to be manufactured (their album produced and released by a major music label).
And how do these On-Demand Consumers vote? By calling a toll-free number or sending a text message from their mobile phone. It’s a simple – yet utterly brilliant – model. And it is being replicated all around the world with Canadian Idol, Australian Idol, Latin American Idol, etc.
Last week I was giving a talk on the On-Demand Consumer and I was asked what percentage of American Idol voting was done via SMS (text messaging). I didn’t have an answer at the time, but I did get one later.
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