Connected Fragmentation

The intense connection made possible by the Internet is precisely what has led to such extreme fragmentation of mass markets and mass media. We’re now in the age of the niche.

The central paradox of all this connectedness is that it has resulted in a kind of connected fragmentation. While the Internet can bring everybody together, it also allows us to break apart into smaller and smaller tribes. And even fragmentation of individual identity, allowing us to belong to several different tribes at once.

Some of the most profound changes impacting media and markets relate to this connected fragmentation. Because of our ability to connect with obscure niche groups, to purchase highly unique product from anyone, anywhere in the world, people are gravitating toward the fringes.

Brand dilution combined with access to on-demand manufacturing has sped the process. In the past, there was a discernable cycle: a fringe product, once it proved it wasn’t just a short-lived fad, would gain enough traction to move into the mainstream and become part of the mass market. Now, however, the fringes won’t be the new mass because volume won’t exist to create that mass market; demand will be spread out over a larger and larger number of unique niche products. In theory, the market will continue to divide itself into smaller and smaller slices, in an attempt to increase relevancy, until it becomes unsustainable (i.e., unprofitable). The increased ability of nimble manufacturers to produce on demand may, in fact, be double-edged. Mass marketed products may only be viable if they have uniquely differentiating customizable options.