We live in a digital era, which can be described in various aspects: the digitalisation of information storage, the emergence of web society, the replacement of face-to-face interaction with digital social networks, the decrease in the influence of traditional media, and the constant need to be in-the-know of what is happening in the world. There are many characteristics of what the digital era is and what it offers the consumers and some of such characteristics are contradicting, for example: interactivity, dissociation, momentariness, timeless, and convergence. The discussion of social network phenomenon and traditional media crisis serves in revealing the following relevant issues of the information space: the information content creation, dissemination, and changes in consumer behaviour.
A recent trend in any business practice is to fulfill the need of transforming customer experience and customer engagement through mobile devices. As is seen in the relevant photograph, the consumer is present in a social setting, yet is using a digital device to communicate and to share her experiences with people other than those she is surrounded by. In this instance the real world and the online existence of the consumer are converged and her life is being lived yet is being transmitted online. The consumer is more connected than ever before, yet the social interaction in a physical setting is hindered by the presence of technology.
Maria’s life in the real world and online has merged as almost every aspect of her life in some way depends on her connectivity to the digital world.