The origins of the concept of the prosumer can be traced to the work of Marshall McLuhan and Barrington Nevitt who in 1972 predicted the gradual transformation of the consumer into a producer as a consequence of electronic technology and the development of simultaneous and instantaneous computing environments, as in the techno-productive infrastructure of the western world. The term “prosumer” was first introduced by Alvin Toffler in 1980 to refer to the blurring of the distinction between production and consumption. Prosumers consume what they produce and/or produce what they consume. Prosumption, the activity of prosumers, focuses on both production and consumption simultaneously rather than on either independently.