Why Do Consumers Increasingly Want to Be Less Connected, Not More?

Horizon Media finds growing desire to unplug

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With New York and other cities embracing the concept of the "smart city," making free Wi-Fi available anytime, anywhere, many consumers are looking to get less connected to their fellow urban dwellers, not more.

Horizon Media's Kirk Olson and Sheri Roder have been tracking this trend for some time. Olson, vp of Horizon's TrendSights practice, and Roder, chief of its WHY Group, observe that a wave of consumers are disconnecting from their digital devices in a quest for more authentic connections with others, more privacy and a sense of personal identity.

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