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The one area of material consumption that has completely transformed, from a traditional acquisition of artefacts to digital consumption, is music. There was a time when people owned vinyl records, then cassette tapes or CDs, whereas today very many of us don't physically own any music; we rent all the playlists we want via a monthly Spotify, Amazon or iTunes music account.

This can be described as ‘dematerialisation’, where we stop purchasing and owning material items and instead rent or share (for more on digital music consumption, see Magaudda, 2016).

Imagine if that was a whole semester's worth of work …

Other competitors to Dropbox are likely to be available to you right now. Your university might offer OneDrive storage, Google offers Drive and Apple offers iCloud. It's all free storage space until you need more and it's all online and accessible anywhere at any time.

The digital environment has provided consumers with access to more choice and customer acquisition has changed, as shown in Table 2.1.

Table 2.1