The top trends emerging in consumer behavior based on tools and technologies we use today. Supported by research from multiple companies, this brief presentation offers an introduction to help companies understand and move ahead of the trend. Presented at Internet Summit, Fall 2012.
15. I +
push, fund, promote
before the product is
made or the service is
3
offered
is the world’s
co-creation trend
rd
status story with an
largest economy
emotional return
15
16. >
kickstarter - launched in ‘09
73,065 successful projects
$377M raised
12 projects raised $1M+ (all this year)
16
17. >
escape the city – helps professionals in
career transition
raised GBP 600K in 2 weeks on crowdcube
87,000 members
17
18. >
matter – long form journalism
us/uk publication
early supporters get lifetime subscription
meet the editors
18
19. >
roominate – engineering toy for girls
<11% of all engineers are girls
raised $85K on kickstarter
19
20. >
free bread inc – gluten-free bread in nyc
raised nearly $11K through indiegogo
passionate presumers built the brand
20
21. >
whogivesacrap – branded toilet paper
raised 50K in 50 hours on indiegogo
50% of all profits go to building new
toilets in developing countries
21
23. I +
tech at my finger tips
meet my need
when i have it
with an
is the world’s instant response
mindless gratification
make it easy economy
largest
23
24. >
red tomato pizza vip fridge magnet
order your favorite at a touch of a button
uses bluetooth technology
(every college kid’s dream)
24
25. >
ushaia ibizia beach hotel
biometric payment, paytouch
guests make payments with fingerprints
no wallet or cards required
encourages guests to stay on property
25
26. >
evian chez-vous
order bottled water
or other danone products
with the touch of a smart drop button
26
28. I help me be better
i know what to do
but i’m not doing it
3
is the world’s diy health trend
rd
remind me, again
largest economy
29. >
22seven
reviews a user’s bank statements to find
places where they can save money
offered strategies, plans, tactics, rewards
29
30. >
LUMOback
wireless devices connect to your mobile
gadget
monitor your posture in real time
evaluate, suggest, improve through visual
and vibration
30
31. >
nike + fuelband
wristband tracks movement, calorie intake,
and time to task
monitors, tracks to pre-programmed goals
accessed by mobile or desktop
31
32. >
kahnoodle
uses web and mobile tech to help build,
maintain relationships
uses a relationship dashboard to display
your key metrics
32
Used to be we’d look to 10-15 year Then 5 year Now 18-24 months Game changers surprise us
Tool and technologies enable and amplify trends, but people and behaviors create trends.
Tool and technologies enable and amplify trends, but people and behaviors create trends.
Gorilla glass anyone? Demand for free wi-fi – see Sandy 24/7 connectivity Reduction of barriers
Tool and technologies enable and amplify trends, but people and behaviors create trends. 1 in 8 internet page views is from a mobile device 65 percent of U.S. smartphone users perform retail or shopping activities on their devices, with 1 in 5 smartphone users purchasing goods or services via their mobile phone. In 2007 – 9M owned a smartphone, today 110M (comscore) In 2010 4% of americans owned a tablet today it’s more than 25% (pew)
More than 200 networks with active users to scale
Tech lead the trend – the FB timeline
Tech lead the trend – the FB timeline
What is a generation 20 years Common location in time and history Shared values and beliefs
1 in 5 have made a direct mobile purchase on their phone Google wallet Banking Swipe rfid
The expectation economy Obviously consumer involvement in products and services pre-launch has been building for years. Think co-creation / CUSTOMER-MADE which is still an active trend. But a consumer engaging in co-creation is often looking to showcase his or her own design or marketing talent, while PRESUMERS are primarily about getting what they want – ideally a great product AND an amazing STATUS STORY – by getting involved early. Whether it's all about the perfect product, or the excitement of being a passionate supporter, PRESUMERS love to get involved with, push, fund, and promote products and services before they are realized .
By April 2012, there were 452 crowdfunding platforms operating globally, up from 100 in 2007 (Source: Massolution/The Economist, May 2012). In 2009, crowdfunded platforms raised a total of USD 530 million. In 2011 that figure was USD 1.4 billion. This year, that’s on track to double to USD 2.8 billion (Source: Massolution/The Economist, May 2012). Between launch in 2009 and February 2012, Kickstarter had no USD 1 million projects. Now, twelve projects have raised more than USD 1 million. By September 2012, Kickstarter had launched 73,065 successful projects
Long form journalism
Gluten free bread in NY
The expectation economy Make it easy, easy, easy for me
The expectation economy Make it easy, easy, easy for me
If individualism is the new religion, uniqueness is its goddess
What applies to you, your customers
Your customers Your employees You
We can rarely predict technology shifts
We can predict people
What is a generation 20 years Common location in time and history Shared values and beliefs