At the same time, the now defunct Sunday Correspondent newspaper did some- thing similar, but they approached consumers themselves, asking them which 22 items they expected to have in their household in ten years' time. While 5% were convinced that they would have a fully functioning robot in their homes today, some of the other answers were more revealing. Fifty-two per cent of people expected to have satellite TV in their homes. The actual figure in 1999 was 17,5%. Fifty-one per cent expected to have a computer in their homes - the actual figure was 23%. The same survey asked people how many hours they thought they would be working per week in ten years' time, and the answers showed an expectation amongst consumers that they would have more leisure time, not less. Table 1.1 shows consumers' expectations of leisure time.
And yet, as we all know, we are now working more hours than ever before, and the British work the longest hours in Europe. What is interesting is that neither survey predicted the enormous impact that the Internet has had on our society, or the huge proliferation of media and communications channels that are now available at the touch of a button. Today's consumers and marketers also face a new dilemma: confusion. Confusion in the marketplace, confusion in the media, confusion in the shops, confusion about where to shop and even how to shop. It's a confusion that results from an excess of choice. The Henley Centre describe it well: they say that the world has become "blurred".