The key consumer trends and insights influencing communication in 2017 – based on consumer research and analysis from behavioural insights practice Canvas8.

1. GETTING AROUND
w
1
BEHAVIOURS
IMPACTING
COMMUNICATIONS

2. COMMUNICATIONS 2
A highlight of four emerging behaviours that
are impacting the way we communicate.

3. COMMUNICATIONS
1. SOCIAL
SUPPORT
2. BOT
BANTER
3. SOCIAL
STREAMERS
4. SHARED
IDENTITIES

4. COMMUNICATIONS 4
1. SOCIAL SUPPORT
New parents are finding solace on social media
Between dirty nappies, sleepless nights and worrisome rashes,
being a parent is tough. Building a family is meant to be one of
the happiest experiences for new mums and dads, but it’s all too
often isolating. Now, they’re finding solace on social networks.
OF DADS USE
FACEBOOK WEEKLY
Social Media Link, 2016
91%

5. COMMUNICATIONS 5
1. SOCIAL SUPPORT
In practice
Hello Mamas is a social network designed by and for mothers.
The site uses geo-mapping and personality matching technology
similar to dating services to help mothers turn their web-based
conversations into actual friendships.
Hello Mamas
OF DADS USE
FACEBOOK WEEKLY
Social Media Link, 2016
91%

6. COMMUNICATIONS 6
2. BOT BANTER
People are speaking to brands via AI
Social media has streamlined customer service from calls and
letters to tweets and Facebook posts. Now, algorithms from
major tech players like Microsoft and WeChat are taking over
from humans to provide instant support.
OF AMERICANS SAY THEY WANT
TO MESSAGE BUSINESSES BECAUSE
IT’S FAST AND CONVENIENT
Twitter, 2015
65%

7. COMMUNICATIONS 7
2. BOT BANTER
In practice
Alexa is a voice-controlled AI – a chatbot-style service capable of
completing a number of simple and complex commands, ranging
from turning on music and setting reminders to ordering
products from the Amazon store.
Amazon Alexa
OF AMERICANS SAY THEY WANT
TO MESSAGE BUSINESSES BECAUSE
IT’S FAST AND CONVENIENT
Twitter, 2015
65%

8. COMMUNICATIONS 8
3. SOCIAL STREAMERS
People are broadcasting to friends
Selfies, food porn and tweets have seen social media evolve from a
communications tool based almost exclusively on reciprocity into a
form of social currency – a way to broadcast who you are. Now, these
platforms are providing the tools to enable us to do it in real-time.
OF ALL CONSUMER
INTERNET TRAFFIC WILL
COME FROM VIDEO BY 2017
Cisco, 2016
69%

9. COMMUNICATIONS 9
3. SOCIAL STREAMERS
In practice
Facebook Live – which enables users to stream videos up to 30 minutes
long onto their feeds in real-time – has been used to document
everything from a live birth to Q&As with scientists, as well as providing
teens with an opportunity to ‘hang out’ with friends online.
Facebook Live
OF ALL CONSUMER
INTERNET TRAFFIC WILL
COME FROM VIDEO BY 2017
Cisco, 2016
69%

10. COMMUNICATIONS 10
4. SHARED IDENTITIES
People share online to project their values
Who are you? A loving father? A socially-conscious urbanite? Or a
beauty maven? Over two-thirds of people share on social media
to give others a better sense of who they are, with every article,
quiz and meme feeding into a developing online identity.
OF PEOPLE SHARE TO GIVE PEOPLE
A BETTER SENSE OF WHO THEY
ARE AND WHAT THEY CARE ABOUT
Sherry Turkle, MIT psychologist and
cultural analyst
68%

11. COMMUNICATIONS 11
4. SHARED IDENTITIES
In practice
Wishbone is a this-or-that voting app that blends lightweight
entertainment with user-generated content to encourage Gen
Zers to give their opinions on a breadth of topics, and share their
personal tastes with their mates.
Wishbone
OF PEOPLE SHARE TO GIVE PEOPLE
A BETTER SENSE OF WHO THEY
ARE AND WHAT THEY CARE ABOUT
Sherry Turkle, MIT psychologist and
cultural analyst
68%

12. COMMUNICATIONS 12
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