Blend of producer and consumer, coined by futurologist Alvin Toffler in his book The Third Wave (1980). Concept based on suggestion by Marshall McLuhan and Barrington Nevitt in their 1972 book Take Today (p. 4) that consumers would take on producer roles in mass customization.
- (marketing, of a consumer product) Targeted at serious, enthusiastic consumers, incorporating professional features but often modified for non-professional use.
- (marketing, of a consumer product) high-end
The line between consumer and professional equipment, and hence prosumer, is fuzzy, as consumers can purchase and use professional equipment, while professionals may use equipment targeted at consumers; conversely, a professional person is unambiguously one who is paid for their work.
Any product may be marketed as prosumer (compare gourmet), but generally professional equipment differs in being high-volume, while consumer equipment is more designed for ease of use. For example a professional espresso machine is designed for commercial use, for repeatedly and rapidly making drinks throughout a day, while a prosumer machine is designed for home use, especially making a single or a few drinks without extensive preparation (“walk-up use").
The use of the term varies significantly between products - it is frequently used to describe still cameras, but virtually never used to describe sports cars.
- A serious, enthusiastic consumer: not professional (earning money), but of similar interest and skills to a (generally lower level) professional, or aspiring to such. The target market of prosumer equipment.
prosumer - Computer Definition
(PROfessional conSUMER) A person who is very knowledgeable about a subject and likes to purchase high-quality equipment. For example, many digital cameras fall into the prosumer category (see viewfinder). They offer higher quality and more advanced features than the lower-end consumer variety, but still do not possess all the features of the most professional units on the market. See consumer.