The new technology in the form of smartphones, tablets, apps, qr codes enable new patterns of consumption. Related to the technology are also perceptions of the future, and how consumers can be enticed to consume with the help of new technological solutions. On these changes follow new ideas about the people who are expected to use the technology.
Since 2013 digitalization is a research topic that involves several researchers at CFK in collaboration with other departments at both the University of Gothenburg, Stockholm School of Economics and University of Toulouse II, France.
The research on digitalization takes a comprehensive approach to a vision of economic, cultural and technical aspects intertwined. Actor-network theories of "market devices" are particularly inspiring. Methodologically ethnography is the strongest direction.
In the four-year research project "Digcon: Digitalizing consumer culture" with a framework grant of 19.8 million SEK from the Swedish Research Council, studied the social, cultural and economic impacts of consumption digitization.
• the evolution of digital market devices
• gender perspective on digital consumption
• the relationship between mobile technology and ethical consumption
• how "serendipity"; opportunity to be pleasantly surprised, both acts as a driving force for consumers and as a way for marketers to attract the consumers.