[News Terms] "I want to live like that too"... 'Ditto (Ditto) Consumption'

On social networking services (SNS), people buy or consume products by following influencers who share similar tastes or values. Sometimes, they trust and purchase products recommended by experts in specific fields. This is called 'Ditto consumption.'

Ditto consumption is a term combining 'Ditto,' meaning 'same' or 'me too,' and 'consumption.' It refers to a new consumption trend where consumers purchase products by following specific individuals, content, or distribution channels. This contrasts with 'value consumption,' where consumers carefully consider price and satisfaction based on their own values. However, it is different from past 'imitative consumption,' where people blindly followed famous stars or influencers without regard to their own preferences.

A typical example of Ditto consumption is buying makeup products recommended by beauty influencers who have similar appearances or tastes, or purchasing fashion items suggested by fashion influencers. Buying specific props featured in dramas or movies, or eating foods introduced on variety shows, also fall under Ditto consumption. As influencers who have risen through platforms like YouTube and Instagram, as well as the influence of movies, dramas, and variety shows, grow stronger, the consumption of fans who follow them is also classified as a type of Ditto consumption.

Experts analyze that the reason Ditto consumption has spread is because "today, the variety of products, distribution channels, and information has become so vast that consumers have countless choices, making it harder to select specific products." As consumers fear that the products they choose after searching for information and alternatives might fail, they tend to conform to the consumption patterns of others or content. Professor Kim Nando of Seoul National University's Department of Consumer Studies selected this Ditto consumption as one of the 'Top 10 Consumer Trends of 2024.'

Ditto consumption has the advantage of reducing the time and effort consumers spend searching for and selecting products. However, on the other hand, caution is needed as blindly following others' consumption can lead to indiscriminate consumption patterns.