Enjoying the show? Support our mission and help keep the content coming by buying us a coffee: https://buymeacoffee.com/deepdivepodcastHave you ever wondered why some new technology becomes a sensation while a similar one completely bombs? It’s not just luck, and it’s not always about having the best product. The real power to launch a trend belongs to a specific, influential group hiding in plain sight: the Super User. These individuals are the kingmakers of our digital world, the engine that drives culture, and the pioneers who pave the road for the rest of us. If you want a roadmap for the future, you have to understand them.
What defines a Super User?
Constant Access: They are always on and always connected, with a whopping 85% having unlimited mobile data, far more than the average person.
Pioneer Mindset: They don't scroll passively; they actively hunt for what's next. A stunning 73% enjoy being the first to get their hands on new tech—more than three times the rate of everyone else. They are not followers; they are trendsetters.
Brand Advocates: They don't just use it; they share it. 72% love recommending new things to friends and family, making them the most powerful organic brand advocates on the entire planet.
The Value Tradeoff: Crucially, a staggering 71% are comfortable sharing their personal data if it means they get a more personalized experience. This is the fuel that drives the entire digital economy, from personalized ads to content recommendations.
We examine how this power plays out in key battlegrounds, starting with the surprising return of Live Events. For a moment, virtual events looked like the undisputed future—efficient, data-driven, and convenient. But the raw human connection, the energy of the crowd, was missing. Super Users are leading the charge back into the real world, demanding a hybrid future that blends the data-driven efficiency of virtual events with the energy of live concerts, pro sports, and esports.
This blending of physical and digital is the perfect lead-in to our next topic: the Metaverse. For Super Users, the metaverse isn't a complex, single app; it's a concept they've lived in for years. The most functional versions of the metaverse are already here—we just call them games like Roblox and Minecraft, which already feature digital identity, social hangouts, a working economy, and creation tools. Super Users are completely primed for this evolution: 71% are interested in virtual events and 66% in buying virtual goods. They are just waiting for the rest of the world to build bigger and better versions.
The Super User's influence is also rewiring our entertainment habits. After the explosion of streaming services led to subscription fatigue, the industry had to change. The solution is bundling, but not the old school kind. The future is smart bundles from competing companies, driven by the consumer demand for overwhelming value. This focus on value is why cheaper ad-supported plans are having a moment—when Disney Plus launched its ad tier, 43% of new subscribers picked it. Value is winning the streaming wars.
The common thread tying the return of live events, the dawn of the metaverse in gaming, and the rebundling of streaming is this: the future isn't cooked up in a secret lab; it's adopted, shaped, and made popular by the Super User. They are the beta testers for the rest of society, showing us that the future is hybrid, that the metaverse is evolving out of games, and that real value always wins.
This leaves every creator, founder, and marketer with one final, essential question: If this small but powerful group is defining the digital world the rest of us will eventually live in, are you building for them?