July 19, 2016

Consumer TrendsThe Impact of

BROCK MACLEAN EXECUTIVE VICE PRESIDENT FOR RENT MEDIA SOLUTIONS

Sound Bite Generation

Early Television

Television Evolution

There’s Nothing On!

Newspaper Transition

DIGEST CONTENT IMMEDIATE AND DIVERSE OR WE LOSE INTEREST

Where Do I Focus?

Evolution of “On-Demand”

Netflix Exclusive Content

Mobile Phones

Mobile Phone Development

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15

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25

30

35

40

45

50

Years

User

s in

Milli

ons

Radio

Telev

ision

Cable

Digi

tal C

amer

a

Inte

rnet

Smar

t pho

nes

The Pace of Change

2016We’re Here. Are You Ready?

Technology Drives Consumer Trends

You can’t connect the dots looking forward;

- Steve Jobs

“you can only connect

them looking backward. So you have to trust that

the dots will somehow connect in the future.

“

Status Seekers

Youniverse

Local Love

Ephemeral

Human Brands

Helpful

Betterment

Infolust

Source: Trendingwatch.Com

Consumer Mega-Trends

Status Seekers

Betterment

Youniverse

Local Love

Ephemeral

Helpfull

Human Brands

Better Business

Infolust

Ubitech

Source: Trendingwatch.Com

Consumer Mega-Trends

GUILT-FREE

In 2016, the ultimate offer a brand can make? Helping consumers escape the pervasive guilt spiral – caused by ever-greater awareness of the damage done by their consumption to the planet, society, or themselves – while still delivering a status boost.

Guilt-Free Status Symbols

S T A T U S S E E K E R S

CONSCIOUS plastic bottles

Environmentally Conscious

Sustainable label creates suit made from recycled plastic bottles

Guilt-Free Trend Setters

Nudie Denim brand repurposes jeans for limited edition rugs

Guilt-Free Status Setters

Tesla World’s best selling luxury electric car, WENT GLOBAL IN 2014

Guilt-Free Status Setters

81328557“Feel Good” - High End Living

Promote “Green” element to attract this consumerGuilt-Free Trend Setters

Youniverse• Tailored products and Services are desired

• Encouraging personal expression – make consumers central to their experience

• Each consumer is Younique

•What is your Youniverse?

47% 45% 36%to receive

information they have requested.

to help solve customer service

issues.

• Millward Brown Digital, September 2013

of consumers are willing to share their location via mobile To receive relevant offers.

Future Apartment Hunting Youniverse

AMENITIES BEDROOM VIDEO

Interactive experienceFRMS

HomeMe Apartments for rent.

not sure, let’s leave it

Pre-approval

Local Love• Consumers want brands to be focused

and committed to their chosen location

• Driven by a sense of pride, authenticity and convenience

• Consumers will embrace local products, services and knowledge

Husqvarna Volunteer Mowing Event Cleans Up City ParklandLocal Love

Pinterest Place Pins

Industry Examples Provide Local Information Of ValueLocal Love

• 4 Hyper-local posts per month • 1 Facebook ad

per month • Zip code specific

content • Local deals and

events

FRSocial Concierge - Hyper-Local Content & Facebook Ads

Local Love

Consumers will intensify their search for those few brands innovative enough to create relationships that go beyond the superficial and transactional. For brands that dare this will mean embracing some bold and even counter intuitive answers.

Two-way Transparency

H U M A N B R A N D S

of global consumers would be happy to be rated by a company whose services they had used

The Future Foundation, November 2015

45%

Art Series Hotel Group

Guests rated by staff to earn discounts and rewardsTwo-Way Ratings

Freebie Budget Pret Staff reward favorite customers with free coffee

Uber Drivers and passengers can both be rated.Two-Way Ratings

Human Brands

• Connected to residents and prospects

• Relevant content provides “human” element to a brand

FRSocial Concierge

Primed by the constant avalanche of livestreamed video, 2016 will see

consumers demand digital content that is timely and immersive; lasting in impact even if fleeting in duration

Ephemeral - Faster

Static to Real Time

40yearsof live streamed footage is watched every day by 10 million Periscope users

Periscope, August 2015

100 Million

300 Million

300hours of

video uploaded

every minute

6 Billionhours of videowatched

every month

Source: Digital Insights, February, 2016

NUMBER OF USERS

more than

ON YOUTUBE

1.49 Billion

320 Million

• #1 in the App Store. • 400 million snaps per day. • Stories last 24 hours & 10

second snap limit. • Video/audio calling & chat

messaging.

Ephemeral Snapchat Send photos and videos that quickly disappear forever.

Instagram Hyperlapse

15-Second Video App Attracts Attention With Creative ConceptsEphemeral

Pokémon GO Pokémon Go Is A Free-To-Play, Location-Based Augmented Reality Game Ephemeral

INTRODUCING

AERIAL VIDEOSANDPHOTOGRAPHY

FROM FORRENT.COM®

ADD VIDEO TO PROFILE PAGE AS MOCK UP

Helpful• Consumers want brands that understand

needs and provide solutions.

• A brand does not need to be everywhere. instead embrace smart brands that use new channels to be there when needed.

• Anything can be an actionable context from location, emotional state and attention span.

Hotel Banks Rooms were stocked with apparel and accessories chosen to match

local weather and activities. Fashion Bars

Hellman’s In-store recipe suggestions via touchscreen tabletHelpful

Nivea Sunscreen and features solar-powered phone chargerHelpful

Industry examples

Consumers want brands that understand needs and provide solutions

Helpful

Industry examples

Consumers want brands that understand needs and provide solutions

Helpful

In 2016, the right internal culture becomes an external asset.

As the status of consumers becomes ever more bound-up in their ethics and amid the rise of a more transparent consumer arena, increasing numbers look to brands to make positive changes to their internal culture.

Insider Trading

B E T T E R B U S I N E S S

Interest-free loan StarbucksAny barista who has been with Starbucks for at least one year can borrow the equivalent of one month’s wages

Listen to Our Customers

Quadly & Print Monthly & Digital

to

MarqueeCross Platform

Desktop Mobile

City ShowcaseCross Platform

Desktop Mobile

Preferred PropertiesCross Platform

In 2016, consumers will embrace digital services that make truly smart decisions for them.

Consumers exist within a myriad of the latest tech advances. Most will be too busy to separate the signals from the noise. However, the one key consequence will

be that consumers will expect brands to put much-hyped tech trends to use to serve deep human needs.

Beneficial Intelligence

U B I T E C H

Paribus Scans email receipts and automatically files price adjustment claims Price Matching

Cognitoys Educational smart toys learn and grow with kids Education

Airbnb Machine learning helps hosts set the ideal price for their property Education

Market Comparison Report

What happens when consumers become swamped by more well-targeted and relevant information then they can handle? In 2016,

they will filter even more for information that is easy to understand, respond to and share.

2016’s INFORMAL INFO has evolved out of growing messaging app culture, more intuitive digital technologies and the demand

that brands will make life better.

Effective Information is Informal Information

I N F O L U S T

increase in time spent with digital media in

the U.S. between 2013 and 2015

comScore, August 2015

49%

six of the world’s 10 most used apps are

messaging apps

Quetta Analytics, Q1 2015

6/10

Waze Navigation delivered in voices of children to reduce reckless driving Safety

Aloft Manhattan Downtown Hotel

Guests can communicate with hotel via emoji

Communication

Domino’s AnyWare

Order Pizza On Every Platform As Quickly As Humanly And Technologically Possible.Ephemeral

Domino’s AnyWare

Order Pizza On Every Platform As Quickly As Humanly And Technologically Possible.Ephemeral

Facebook Messenging

Prospects messaging apartments in real-time to set up a tour.

InfolustFRSocial Concierge

Messaging Economy

Betterment• Self Improvement.

• Improve Process.

• Consumers awaken to the self-improvement possibilities of virtual reality.

• Digital technologies fueling 2016’s virtual actualization.

of consumers value the role that brands

play in enabling their personal goals.

90%

Betterment RideOnRideOn augmented reality ski

goggles project data and graphics on to the snow in front of the wearer.

Guided Meditation VR

Users can customize meditations to explore a range of relaxing locationsVirtual Actualization

BETTERMENT VIRTUAL ACTUALIZATION

Virtual Actualization Toyota Toyota unveiled an Oculus Rift experience intended to turn teens into

better, less distracted drivers.

betterment Betterment Zagster Zagster designs, builds, and operates

bike sharing amenity programs for leading multi-family residential properties.

Betterment AVE Chic Renter Residents enjoy complimentary folding bikes

• Pace of change is escalating every year • Understanding consumer trends is key to marketing strategy

• Prospective renters are also consumers

• Integrate trends into your marketing and sales message

• Bleeding edge is the new norm

• Embracing technology advancements is essential to success

So What Does It All Mean?

@APTSFORRENT

+APTSFORRENT

/APTSFORRENT

/APTSFORRENT

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BROCK MACLEAN EXECUTIVE VICE PRESIDENT FOR RENT MEDIA SOLUTIONS

@BMACLEAN BROCK.MACLEAN@FORRENT.COM