Février 2011 - What changed in the way people consume media (french market) and how brands can engage with them playing the rules set up by those major tendencies.

1. SOME INSPIRATIONNAL
MEDIA TRENDS
FOR TO(MORROW)DAY
http://www.flickr.com/photos/mojodenbowsphotostudio

2. 3 TRENDS THAT CHANGE CONSUMERS’ HABITS
AND SHAPE THEIR EXPECTATIONS
THINK THE NEW RULES OF SOCIAL IS THE
MULTISCREEN. MOBILE. NEW NORMAL.
http://www.theverge.com/2012/1/26/2736042/motorola-mobility-larry-robinson-video-gateways / , http://instagr.am/p/nm695/

3. … WHICH RESHAPE HOW WE THINK
COMMUNICATION
80%
http://www.slideshare.net/helgetenno/measuring-our-way-to-future-success
of what Europeans do online today
didn't exist in their lives five year ago.
Microsoft, 2010

4. AGAIN AND AGAIN : THE WEB IS LESS
AND LESS A DESTINATION
is your favourite device to access the Internet? Now /
NOW
globally, Wave 5, June 2011, Which of the following
1 YEAR FROM NOW
Source : Global Web index, % of internet users
1%
12% 11% 3%
7%
1% 18%
E-reader 7%
2%
Mobile
Personnal laptop
Tablet device 19%
One year from now?
Throught my TV
Work laptop
79% 42%

5. WELCOME TO THE POST-PC WORLD
Source : http://articles.businessinsider.com/2011-12-01/tech/30462152_1_total-views-youtube-android-phones
Mobile represents more than 10% of the total views on the site,
more than 400 millions views on the mobile devices per day.

6. THE BOUNDARIES ARE MORE
AND MORE BLURRIED
2011 June August September November

7. MEDIA ARE TOTALLY REDEFINED :
WELCOME TO THE PERSONAL MEDIA
CONNECT REMIX SHARE
PUBLISH REVIEW BUY
PLAY

8. ATTENTION AND ENGAGEMENT
BECOME THE VALUE.
http://www.flickr.com/photos/mrlomo/4620631477/in/photostream/

9. HOW TO DEAL IN THIS NEW MEDIA LANDSCAPE
START WITH PEOPLE. THINK CONTENT AND ENGAGEMENT.
“ In the future, no television ad will be just self-
contained narratives designed to entertain, inform,
educate or remind consumers about products.
Their role isn't going to be about building brand
recall, favorability and awareness in that moment
alone. They will be trailers into deeper branded
digital experiences.”
- Shiv Singh, Head of Digital for PepsiCo Beverages, TV Ad’s New Digital Role,
Harvard Business Review, November 2011
FORGET TECHNOLOGY. IT MAKES LEARN ABOUT DIGITAL TRACES.
WHAT YOU WANT.

10. 1. THINK MULTISCREEN.
 THE NEW LIVING ROOM
 OUR TV EXPERIENCE IS CHANGING
 NO SINGLE SOURCE TO UNDERSTAND AUDIENCE BUT NEW METRICS TO
UNDERSTAND PEOPLE

11. PEOPLE
CONSUME
MORE MEDIA
43,6
contacts media et multimedia par jour,
soit +7,5 contacts en 5 ans.
Source : Media In Life - Médiamétrie – Ensemble 13 +, Base Lundi-Vendredi cumuls 2010, 00h-24h / Ensemble 13+.

12. MORE AND
MORE
SCREEN
TIME
50%
du temps libre des français est
passé devant un écran,
MORE AND
MORE
CONNECTED
SCREENS
4à6
écrans par foyer.
Source : INSEE, Enquête emploi du
temps, 2009-2010

13. Source : http://www.readwriteweb.com/archives/cisco_50_billion_things_on_the_internet_by_2020.php
AND IT’S NOT OVER !
How will internet affect us in our everyday life ? Cisco
states that by 2020, there will be 50 billon of “things”
connect to the internet. Just good to know that the number
of things connected to the Internet has already exceeded
the number of people on earth.
And the trend is here : Over half of all devices at this year's
CES were Internet connected devices. Nearly 60% of those
were non-traditional computing devices such as TVs, car
devices, refrigerators and washing machines. In fact 90%
of the TVs at CES were Internet-enabled.
http://www.flickr.com/photos/mdxinteractiondesign/3025436594/

14. Especially when the media landscape is
MULTISCREEN TRENDS
growing at fast pace
THE NEW LIVING ROOM
80%
90% of what Europeans do online today didn't
exist in their lives five year ago. online video.
of online traffic will soon be
Microsoft,Kyncl, vice president, global head of content for YouTube,
Robert 2010
at Consumer Electronic Show 2012

15. Especially when the media landscape is
MULTISCREEN TRENDS
growing at fast pace
THE NEW LIVING ROOM
VIDEO BECOMES THE STANDARD FOR EVERY MEDIA

16. MULTISCREEN TRENDS
THE NEW LIVING ROOM
WE ARE DIGITAL OMNIVORES
AUD. 15 +
[EN MILL.] 40,1 36,4 24,9
68% 47%
COUV. 15 +
[SUR POP. TOTALE]
75%
Source : INSEE 2011, Population française 15 ans et + : 53,3 M / Médiamétrie Mediamat Janvier-Octobre 2011 /
Médiamétrie NetRatings Janvier – Octobre 2011 / Audience de l’internet mobile Juillet-Septembre 2011

17. MULTISCREEN TRENDS
THE NEW LIVING ROOM
WHERE ARE PEOPLE GETTING THEIR FIX IN THEIR LIVING ROOM ?
Audience over 15 y.o. (Million)
48,7 48,1 47,6 47,5 43,6
TF1 F2 M6 F3 W9
YouTube
26,7
MSN / WL
Facebook
28,9
24,2
21,4
Orange
37,1
Google
11,9
Google
5,9
iTunes
5,6
Twitter
YouTube
10,6
7,8
Facebook
6,0
Orange
Source : Audience 15+, Médiamétrie NetRatings, Décembre 2011 / Médiamétrie internet mobile Octobre-Décembre 2011 /
Médiamétrie Mediamat, Couverture mensuelle consolidée Décembre 2011

18. MULTISCREEN TRENDS
THE NEW LIVING ROOM
WHERE ARE PEOPLE GETTING THEIR ONLINE VIDEO FIX ?
13, 487
35,444
9,253
99,086 85,303
15,928
28,858
15,979
845,730 120,840
Total streams
(000)
Youtube Dailymotion TF1 / WAT Facebook CANAL+ EUROSPORT M6 ALLOCINE GOOGLE MSN
Source : Médiamétrie Audience de la vidéo sur internet, Septembre 2011.

19. MULTISCREEN TRENDS
EXPERIENCE
MULTITASKING IS THE WELCOME IN THE TV IS BECOMING A MUCH
NEW BLACK DIGITAL LIVING ROOM MORE PERSONNALIZED
EXPERIENCE
Source : L’Observatoire des usages et interaction des medias, Deloitte, 2011 / Google / Ipsos Media CT, 1er semestre 2011 / Nielsenwire May 2011

20. MULTISCREEN TRENDS
AUDIENCE
NO SINGLE SOURCE TO UNDERSTANDING MORE
UNDERSTAND AUDIENCE PEOPLE THAN AUDIENCE

21. MULTISCREEN I THE MOST EXCITING EXERCICES

22. 2. THE NEW RULES OF MOBILE.
THE LINK TO REAL LIFE.
 CONVENIENCE : EVERYWHERE / ALWAYS ON / M-COMMERCE
 CONTEXT : LOCAL / REAL-TIME
 FUN : SOCIAL / GAMING

23. MOBILE IS GROWING FASTER THAN
ANY TECHNOLOGY BEFORE
90,0 Evolution of Mobile users and Smartphone users in France (Million). 100,0%
80,0 90,0%
76,6
74,8
72,9
70,7 80,0%
70,0 68,5
66,0
63,4
60,4 70,0%
60,0
58,2%
60,0%
55,3%
50,0 51,4%
44,6
45,8% 41,4 50,0%
40,0 38,7% 37,5
32,4 40,0%
29,9%
30,0 26,5
30,0%
17,5% 19,7
20,0
20,0%
11,0% 11,1
10,0 6,7 10,0% Mobile suscribers
Smartphone connections
0,0 0,0% Smartphones penetration rate
2009 2010 2011 2012 2013 2014 2015 2016
Source : World Telecom Matrix, Octobre 2011, En nombre de Cartes SIM / intelligence center, Smartphone connections

24. WITHOUT A MOBILE STRATEGY, WE
MISS SOMETHING. OBVIOUSLY.
+34% [evolution of french mobile audience in 2011] / 1,4% [SOM
of Mobile Advertising Spending versus Online Advertising
Spending in France in 2011].
Source : http://tomfishburne.com/2011/12/mobile-strategy.html / Observatoire de l’ep-ub, bilan 2011 –
prospective 2012, 7è édition, 01/2012 / Médiamétrie / Netratings, T4 2011, Nombre de personnes
connectées à l’internet mobile au cours du dernier mois.

25. Source : KPCB, http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011
AND WILL
BECOME A
CLOSER FRIEND
STILL
In 2011, for the first time, smartphone
and tablet shipments exceed those of
desktop and notebook shipments.
In 2014, mobile devices will become
the most common way of accessing
the internet.
But they will not replace PCs.
http://www.brooklynspaceprogram.org/BSP/Home.html

26. BECAUSE MOBILE IS
SIMPLE: WELCOME TO
« THE NEW APPATHY »
In 2011, the apps marketing hit 1 million mark
across 4 platforms.
The definition of an app itself may be
expanding too as apps arrive on more
platforms [TV, Internet of things - Cars, … - ].
Brands begin to launch their own app stores
[Amazon App store].
Source : Fast Company, December 2011 / Mobilewalla, December 2011
http://www.youtube.com/watch?v=pjIK5BOADVI&feature=player_embedded

27. BECAUSE THE
NEXT GENERATION
HANDSETS OPEN A
NEW WORLD OF
INTERACTIONS.
http://www.youtube.com/watch?v=xL7ASARTlJI

28. MOBILE TRENDS
CONVENIENCE
EVERYWHERE ALWAYS ON M-COMMERCE
Thanks to mobile devices and other The iPhone 4 is the most popular One in four Starbucks transactions
web-connected devices, consumers camera on flickr / Instagram now done by mobile. Starbucks has
can access whatever they want, attracted 12 million users in just over exceeded 26 million mobile
wherever they are. Welcome to the a year. transactions in on year.
BOYD (Bring your own devices)
economy.
Source : Business Insider, 05/2011 / Digital stats, 03/2011

29. MOBILE TRENDS
CONTEXT
LOCAL OR HyLoMo REAL-TIME SOCIAL DISCOVERY
20% of all Google web searches Mobile devices help people to find To broaden your social circles.
and 40% of all mobile searches are information that’s useful in real time.
for local intent / 40% of Google Most of apps use real time data to
Maps usage is through mobile provide real time feedback from
devices, friends, experts or brands (Go Try it
on, Waze, …).
Source : Business Insider, 05/2011 / Digital stats, 03/2011. HyLoMo : Hyper Local Mobile

30. MOBILE TRENDS
FUN
SOCIAL GAMING
Facebook and Twitter in TOP 5 of mobile audience Games and entertainement Apps are the most
destinations in France. popular category on iTunes and Android Market.
Mobile devices are traffic generating plateform for Gartner forecasts that by 2014, 70% of major
Facebook for 33% in the world. 47% of french companies will have at least one “gamified”
active users of Facebook are mobile users. application.
Facebook paid more attention to mobile devices in
2011 (iPad app, iPhone app updated).
Source : Comscore mobile, Q3 2011, France / http://www.theverge.com/2011/12/8/2621035/android-market-stats-infographic

31. MOBILE I THE MOST EXCITING EXERCICES OF 2011
OPTIMISE WAITING TIME GAMIFICATION GAMIFICATION
TESCO HOMEPLUS Virtual Toyota backseat driver. Life of George (Lego) combines real and
virtual lego.
Subway Store in South Korea.
GAMIFICATION GET PHYSICAL AUGMENTED CONTENT
The Time Killer application by Pick n’ Play ! Star Player, by Heineken, is a free
Scandinavian Airlines mobile application that allows footfall
fans

32. 3. SOCIAL IS THE NEW NORMAL.
 CONVENIENCE : SOCIAL SHOPPING / SOCIAL SEARCH
 CROWD-POWER : CROWD SOURCING / CROWD FUNDING
 FUN : GAMIFICATION NATION
 DATA : THE SOCIAL GRAPH / PRIVACY AND ERASURE
Source: Brian Solis

33. « SOCIAL IS THE
NEW NORMAL. »
“ Social networks will be like air. They
will be anywhere and everywhere we
need and want then to be.” - Charlene
Li, Altimeter Group
Social networks are one of the top
online destinations. They are already
dominant in time spent online.
87% of french internet users are on
a social media network.
Source: Brian Solis, I Panel Médiamétrie // NetRatings, 12/2011 I

34. Source : IFOP, L’observatoire des réseaux sociaux, 12/2011 I Panel Médiamétrie//NetRatings, 11/2011
SOCIAL BECOMES PART OF EVERYDAY
23,5 m 11 m
7,2 m
26,9 m
4,9 m
28,9 m Audience France, November 2011
4,5 m
4m
2m 3,3 m 3,5 m

35. SOCIAL TRENDS
CONVENIENCE
SOCIAL SHOPPING SOCIAL SEARCH
Social shopping keeps growing - with the mantra « fish Search engines, Google first, are continuously perfecting their
where the fish are » - and emerges as a key source of algorithms and they can’t ignore the shift toward social media
traffic and sales for online retailers. It has mostly been in relevance.
the testing stage and takes different forms : curation
(polyvore), wish list, share purchase (justboughtit), group
buying (groupon), marketplace (asos), people feedback
(fashism)….
Source : Global Web Index, September 2011

36. SOCIAL TRENDS
CROWD-POWER
CROWDSOURCING CROWDFUNDING
In 2012, we can count on the crowdsourcing trend to Crowdfunding websites are allowing entrepreneurs
continue to shake up business processes and spawn to tap into networks of small investors. For
endless innovations. In 2011, large communities have example, Kickstarter has crowdfunded about 10000
grown around common interests, values, and skills. projects since it launched in April of 2009. 1 million
people have combined to pledge more than $ 100
million to fund ideas.
Source : The Verge, 20/12/2011 I

37. SOCIAL TRENDS
FUN
GAMIFICATION NATION
Social gaming was the next big trend … in 2008, 2009, 2010, 2011.
Driven in part by the popularity of mobiles devices and tablets, 2012
may be the year of social gaming. They are the fastest growing
segment of the gaming market with revenues projected to exceed $8.6
billion by the end of 2014 (facebook including).
In 2011, brands gamified more and more their customer experience

38. SOCIAL TRENDS
DATA
THE SOCIAL GRAPH / THE INTEREST GRAPH PRIVACY AND ERASURE
“It’s time for big data to improve customer experience”. We are becoming aware of the value of the data we share
Google, Facebook, Amazon and the like are just beginning to online, and may start to share differently.
tap into the massive data they possess. The Social Graph is The app Take this Lollipop shows the dangers of sharing
the missing connection between search, advertising and what your identity online by using Facebook Connect to scrape
people are doing and talking about on the Web. information before revealing a creepy man poring over your
profile page.
Moreover, people are going to want to selectively edit their
social history.
Source : Business Insider, 05/2011 / Digital stats, 03/2011

39. SOCIAL I THE MOST EXCITING EXERCICES IN 2011
SOCIAL SEATING PERSONALISATION CROWDSOURCED DATABASE
2011 has seen the first steps of social seating Fans can create their own album by selecting Launched by Foot Locker, Sneakerpedia
in entertainment (Ticketmaster) or airline 10 tracks of the new Album of Kaiser Chiefs. allows sneaker fans worldwide to share
industries (KLM, Malaysia). product photos, detailed information,
personal stories, and experiences.
GROUP DYNAMICS SHARE SPECIFIC CONTENT GET REAL
Uniqlo’s Lucky Counter At London Fashion Week in September, Lego Cuusoo
Burberry tweeted backstage Twitpics of every
look before the models hit the runaway.

40. 3 TRENDS THAT CHANGE CONSUMERS’ HABITS
AND SHAPE THEIR EXPECTATIONS
THINK THE NEW RULES OF SOCIAL IS THE
MULTISCREEN. MOBILE. NEW NORMAL.
http://www.theverge.com/2012/1/26/2736042/motorola-mobility-larry-robinson-video-gateways / , http://instagr.am/p/nm695/

41. WELCOME TO « INNOVATION PLANNING »
AUDIENCE / CONTENT PLAY WITH WHAT EXPERIMENT
PLANNING. ALREADY WORKS. & LEARN.
BUDGET
70% 20% 10%
SUCCESS FOR TO(MORROW)DAY
RESOURCES
60% 20% 20%
TIME
Source : Coca Cola Content 2020 Part 2, 2012/08

42. WELCOME ON THE NEW AGE OF
COMMUNICATION. PLAYING WITH
INNOVATION IS PASSIONATE.
JUST TRY, EXPERIMENT AND
LEARN.

43. THANKS A
LOT FOR
YOUR TIME
Françoise FASSIN
@bookgirl1