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TRENDING THE FUTUREThe next 150 days of digital marketing & advertising
D E S T R O Y C O N V E N T I O N C R E A T E D E M A N D
SINCE LAST TIME...
There’s no doubt that the last 150 days have been full of “new,” but nothing has brought about a real disruption. It’s all just more of the same since the last edition of Trending the Future.
So, if nothing revolutionary has gone down in the last 150 days, then what have we learned about the future?
Well, there’s a quiet rumble that’s been building for a while now. It’s about to become a roar.
WE ARE NO LONGER SHOWING FIRE TO CAVEMEN
It’s been four years since the iPhone revolutionized the way we use technology. As a result, the majority of people have now accrued enough knowledge that “new” and “digital” are no longer foreign.
WE ARE NOW ALL DIGITAL NATIVES
“We become what we behold. We shape our tools and then our tools shape us.”- Marshall McLuhan
A TURNING POINT
We now expect that our technology will be connected to the Web.
Familiar offline mediums are going online, empowering even the most casual user with powerful connected technology.
CONNECTED TECHNOLOGYHardware and software that transform human interaction and experience through web-connected, digital information.
CONNECTED TECHNOLOGY IS BRINGING US TOGETHER ON A MORE HUMAN LEVEL
JUST LOOK AROUND YOU...
YOUNGER
OLDER
BIG BUSINESS
SMALL BUSINESS
WITH FRIENDS
WITH FAMILY
There are three trends currently driving mainstream adoption of connected technology...
CONNECTED TVThe death of channel surfing
THE GENERATIONAL CATALYST100% Internet natural
ECONOMIES OF SHARINGA renaissance of old-market behaviorTRENDS
CONNECTED TV
TV The next time you turn yours on, it won’t be tuned into the last channel you were watching.
Source: NielsenWire - http://blog.nielsen.com/nielsenwire/online_mobile/cross-platform-report-americans-watching-more-tv-mobile-and-web-video/
+22Minutes
Younger and older, overall TV viewership increased 22 minutes per month per person over last year, remaining the dominant source of video content for all demographics.
Source: Nielsen & Yahoo
86% of American mobile Internet users surf the Internet while watching TV.
Source: BBH Labs - http://bbh-labs.com/the-future-of-connected-tv-and-why-it-may-just-revolutionise-adland-part-i
“TV advertising is about to become fully targeted, completely measurable, and highly interactive.”- Mel Exon, BBH Labs
A new app called Peel lets you lose the remote, control your TV with your iPhone, discover new shows based on ones you already watch, and share shows with friends.
Source: Next at Microsoft
Microsoft is working on extended advertising interaction prompts called NUads. Triggered by Xbox Kinect gestures, they will allow advertisers to link ads with digital content like maps, voting, show reminders, and more.
+errrbody
Source: TechCrunch
Technology is now making face-to-face communication easy and possible on a regular basis.
Skype and Comcast will soon let you make video calls from your television in addition to the select Panasonic, Sony, and Samsung TVs and Blu-ray players that already support it. Skype has also partnered with Facebook for video chat. Expect to see them continue to forge more partnerships.
Source: Softpedia
Microsoft is working on a new TV subscription option and a Xbox Live interface for the Xbox 360, which closely integrates social media and the Kinect controller.
Source: PSFK
The BBC’s new HTML5 app for connected Samsung TVs is a sign of change in the way people want to consume media. Up-to-the-minute live news from the app will complement a more refined live broadcast.
Source: AdWeek
Comcast’s next-gen Xfinity TV interface will integrate with Facebook for a feature called “Friend Trends” that lets you see and share the content that’s most popular with your friends across Hulu, Netflix, and cable.
Source: Broadband TV News
Worldwide ownership of connected TVs is projected to reach 1 billion by 2015, but the scale is much larger than that...
Xbox 360 Playstation 3 WiiNetflixHulu PlusApple TVGoogle TVRokuBoxeeXfinitySmartphoneTabletLaptopPC
Have one of these?
You don’t need a fancy TV to be connected to your friends and favorite content. Millions of people are already using a connected device with their TV.
CHANNEL SURFING WILL SOON BE
EXTINCT.
TV IS NO LONGER A PASSIVE MEDIUM.
TV NEEDS AN INTERACTIVE
STRATEGY.
For the future:
ECONOMIES OF SHARING
Not just for Facebook anymore.SHARING
“Opportunities thought impractical because of perceived trust barriers are now fair game.”- Neal Gorenflo, Publisher of Shareable Magazine
$15,000Average amount that a TaskRabbit errand “runner” makes in a year.
Average amount that a New Yorker makes renting their space on Airbnb.
Amount the average user makes on Rentoid renting out video gaming systems.
Average amount made by RelayRides’ frequent renters.
$21,000 $200 $8,931USD/YearUSD/YearUSD/YearUSD/Year
Source: CollaborativeConsumption.com Infographic
Without connected technology to validate reputation and instill trust, these types of revenue models wouldn’t be possible.
Think Amazon’s Mechanical Turk, but local and for real-world tasks.
Out of dog food? Need someone to sell your old stuff on eBay? TaskRabbit is bringing together neighbors to help you get things done.
Their site provides a system for posting tasks and a place for approved TaskRabbits to find tasks to do. It also facilitates payments and ratings to build trust and social reputation.
Source: TechCrunch
Airbnb helps travelers find a place to stay with locals via its mobile app and website. It's like high-tech couch surfing with more charm and less risk.
And it's taking off: 65% revenue growth from 2010 to 2011 and closing big capitol investments with a $1 billion valuation.
On any given night, there are more people staying in homes via Airbnb than there are rooms in the biggest hotel in Manhattan.
With over 560,000 members, the concept of car sharing is a promising one for many.
After a year of availability in Baltimore, a survey found that Zipcar membership means less driving, more public transportation, more exercise, and better quality of life for everyone.
Groupon Now! is quickly rolling out across the country and adding hyper-local and timely relevance to their already successful local deals model.
Source: Mashable
Foursquare has announced partnerships with American Express, LivingSocial, Gilt Groupe, and potentially Groupon to incorporate better deals into its platform. Checking in should soon start to pay off for Foursquare’s now 10 million users.
Sources: BusinessWire, Tech Crunch
20% of all Google searches are for local information, and on mobile that number jumps to 40%.
In addition, the location-based services are projected to grow into a $10 billion industry by 2016.
We’ve already seen location services and deals come together, but what’s next?
“These are very old-market behaviors, but they’re being reinvented on a scale and in ways that we’ve never seen before because of technology.”- Rachel Botsman, Co-Author of The Rise of Collaborative Consumption
CONNECTED LOCAL AND SOCIAL
INFORMATION WILL FOSTER THE GROWTH OF NEW ECONOMIES.
BUILD TOOLS THAT EMPOWER PEOPLE
TO CREATE NEW ECONOMIC VALUE.
For the future:
THE GENERATIONAL CATALYST
CATALYST Millennials and Gen-Z: the first generations to grow up with the Internet.
Millennials Boomers
Millennials and Gen-Z are catalysts of adoption for their Boomer parents.
Source: Mashable
They are not brand loyal,
% OF POPULATION2011
Ages 12-24
Ages55+
AFRICAN-AMERICAN
ASIAN
Ages 25-54
WHITE (non-HISPANIC)
HISPANIC
61%
15%
20%
5% 6% 4%
16%
8%
13%
10%
64%77%
Source: Nielsen
they are more multicultural,
and they define their personality through technology and customization.
iPads are making their way into schools, transforming the way students learn.
Millennials are seeing the beginning of this transformation, but Gen-Z will be a part of a whole new reinvention of how our education systems incorporate technology.
Source: WiredSource: Wired
“Thanks to search engines, most simple facts don’t need to be remembered.”
- Wired.com
New studies being done on the relationship between online tools and cognition show that Millennials and Gen-Z are starting to think transactively. With so much information readily available online, they only need to know what information is available and where to find it, changing the way they learn and solve problems.
Source: Latitude
“I’d like to go through the computer to the places that are inside it.”
–Female, 4, Medellin, Colombia
“Help Computer: it knows what you are thinking and does it for you. Both touch- and voice-controlled.”
–Male, 8, Brisbane, Australia
As a result, Gen-Z already has vastly different expectations of technology.
Source: Latitude - http://www.latd.com/2011/06/14/study-kids-are-the-royal-road-to-tech-innovation/
“Kids today don’t neatly divide the ‘online’ from the ‘offline.’”- Latitude
MILLENNIALS AND GEN-Z REPRESENT A FUNDAMENTAL SHIFT IN HUMAN
BEHAVIOR.
THEY WILL BE A CATALYST FOR CONNECTING EVERYTHING.
For the future:
There will soon be no “offline.”
Nicole NewvilleVP Brand & Media Planning
@nicolenewville
Jake SzymanskiAssociate Brand Planner
@jakeszy
Special Thanks To:Ned Lampert, Marc Jensen, Craig Key, Dustin Sparks, Daniel Hennessy, Jenna Carpenter, Elliott Payne, Christina Dorr, Ned Wright, and Elsa Perushek
Thank you.
Google Maps Marker in Tokyoheiwa4126, Flickr
Textersjoe holmes, Flickr
iPhone iPhone iPhonekowitz, Flickr
Apple iPad Year in Review Apple iPad Year in ReviewThe best camera...Meral Crifasi, Flickr
Grandpa and an iPhoneAndyPeters, Flickr
Carne-val 2008joshbousel, Flickr
NASA Visualization ExplorerNASA, Flickr
Peel Microsoft FoursquareOwning a Car is so...James Byrum, Flickr
The new digital nativepvantees, Flickr
PHOTO CREDITS
