Crossumer
Crossumer is a term describing an informed, critical consumer who is active online, comparing, reviewing and sharing views on brands and products
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It blends the English words “cross” and “consumer” and gained currency in Spanish-speaking marketing circles in the late 2000s as an evolution of the prosumer. Crossumers are described as sceptical of brand messages, constantly cross-checking information, influencing others through reviews, blogs or social media and able to make opinions spread.
It is a trend label rather than a stable research category, and it is much less common in English than in Spanish. It is a useful reminder that consumers weigh what brands say against what other users say, but it should not be used as a segment without data to support it.
Topics