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Consumer & Media Landscape April 2012
 

Consumer & Media Landscape April 2012

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A dive into the current consumer and media landscape in 2012.

A dive into the current consumer and media landscape in 2012.

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    Consumer & Media Landscape April 2012 Consumer & Media Landscape April 2012 Presentation Transcript

    • CONSUMER & MEDIALANDSCAPEAPRIL 13, 2012
    • AGENDA MACRO-LEVEL VIEW ECONOMICS CONSUMER DIGITAL LANDSCAPE CONTEXT USAGE TRENDS: 2012 AND BEYOND ADVERTISING PERCEPTIONS IMPLICATIONS 2
    • MACRO-LEVEL VIEW 3
    • GLOBALLY, PEOPLE DIDN’T KNOWWHAT TO EXPECT FOR 2012 2011 WAS A YEAR OF VOLATILITY MAJOR MARKETS SAW ANOTHER RECESSION US & UK PRESSURE ON THE ENTIRE EUROPEAN FINANCIAL INFRASTRUCTURE GREECE, IRELAND, ITALY, PORTUGAL & SPAIN SANK FURTHER INTO DEBT NATURAL DISASTERS JAPAN STRUGGLED REGAIN ITS FOOTING AFTER THE EARTHQUAKE AND TSUNAMI IN MARCH 2011 POLITICAL REVOLUTIONS EGYPT SOURCE: EMARKETER 4
    • THE US ECONOMY HAS SHOWN BOTH UPS AND DOWNSECONOMIC GROWTH IS SET TO DOUBLE IN 2012 DUE TO PRESIDENTIAL ELECTION UNEMPLOYMENT HASCOME DOWN OVER THE PAST TWO YEARS (8.3% IN JAN) BUT... CONSUMER CONFIDENCE IS DOWN -6% V. LY SOURCE: EMARKETER 5
    • THE ECONOMY HAS REDEFINED THEAMERICAN DREAM FOR A NEW GENERATION SPE BRA 6
    • GEN Y CARES MOST ABOUT ACHIEVING IT AND WILL GO TO GREAT LENGTHS 89% OF GEN Y THINK IT’S IMPORTANT TO ACHIEVE THE AMERICAN DREAM V. 80% OF BABY BOOMERSGEN Y IS MOST LIKELYTO:• TAKE AJOB FOR WHICHI’M OVERQUALIFIED• GET ADDITIONAL JOBTRAINING• RELOCATE• GO BACK TO SCHOOL SOURCE: 2011 METLIFE STUDY OF THE AMERICAN DREAM 7
    • THEY DEFINE IT THROUGH THEIROWN LENS, NOT THEIR PARENTS’ 50% SAY THEY WORK HARDER THAN THEIR PARENTS A SHIFT TO HYPER- INDIVIDUALISM MAKES EVERY DREAM DIFFERENT SOURCE: 2011 METLIFE STUDY OF THE AMERICAN DREAM 8
    • THERE IS MORE VALUE ONPERSONAL, NOT FINANCIAL NEEDS 29% SAY FEELING A SENSE OF PERSONAL FULFILLMENT IS THE KEY, WHILE ONLY 12% SAY INCOME/FINANCIAL SUCCESS IS THEY WOULD RATHER HAVE CLOSE FRIENDS & FAMILY THAN A ROOF OVER THEIR HEADS SOURCE: 2011 METLIFE STUDY OF THE AMERICAN DREAM 9
    • KEY TAKEAWAYLIKE STEVE JOBS, BILL GATES, MARKZUCKERBERG, YOU DON’T HAVE TO GOTHE TRADITIONAL ROUTE TO SUCCEED...THIS BELIEF IS FUELED BY THE DIGITALWORLD WE LIVE IN 10
    • THE DIGITALLANDSCAPE 11
    • IN A MINUTE YOU CAN... 12
    • THE NUMBERS ARE ASTOUNDING 20 # OF TYPICAL HHS AT THE END OF 2011 THAT GENERATED MORE TRAFFIC THAN THE ENTIRE INTERNET IN 2008 50,000,000,000 # OF THINGS CONNECTED TO THE INTERNET BY 2020 340,282,366,920,938,463,463, 374,607,431,768,211,456 # OF POSSIBLE INTERNET ADDRESSES SOURCE: CISCO IBSG 13
    • DIGITAL GROWTH / DEVELOPMENTAT AN UNPRECEDENTED PACE SILICON VALLEY & SILICON ALLEY INNOVATION COMBINATION OF TECHNOLOGY AND ELEGANT DESIGN INTENSITY / FOCUS / LEADERSHIP OF USA-BASED COMPANIES - APPLE, GOOGLE, AMAZON.COM, FACEBOOK SOURCE: MARY MEEKER: INTERNET TRENDS - WEB 2.0 SUMMIT OCT 18, 2011 14
    • LEADS TO THINGS LIKE... A NIELSEN STUDY LOOKING AT TABLET BEHAVIOR OF KIDS 2-12 YEARS OLD 200MM+ FARMERS IN INDIA RECEIVING GOVERNMENT PAYMENTS / SUBSIDIES VIA MOBILE DEVICES SOURCE: MARY MEEKER: INTERNET TRENDS - WEB 2.0 SUMMIT OCT 18, 2011 15
    • INCREASED CONNECTIVITY IS DRIVEN BYTHE PROLIFERATION OF SMART DEVICES DURING 2008, THE NUMBER OF THINGS CONNECTED TO THE INTERNET EXCEEDED THE # OF PEOPLE ON EARTH BY 2015, THERE WILL BE MORE THAN TWO CONNECTIONS FOR EACH PERSON ON EARTH SOURCE: MASHABLE 16
    • INTERNET PENETRATION ANDUSAGE IS AT AN ALL-TIME HIGH IN 2011, THE NUMBER OF LAPTOPS SURPASSED THE NUMBER OF DESKTOPS IN COMPUTER HHS 274.2MM (88%) AMERICANS HAVE INTERNET ACCESS RURAL AMERICA = 60% REST OF THE WORLD = 27% 165.9MM (53%) AMERICANS WATCHED VIDEO ON A COMPUTER SOURCES: NIELSEN / INTERNETWORLDSTATS .COM / NEW YORK TIMES ONLINE 17
    • YOUTUBE IS DRIVING ONLINEVIDEO GROWTH YOUTUBE IS THE #2 SEARCH ENGINE IN THE WORLD AND HAS 127MM VIEWERS (41% OF THE US POP) IN THE PAST THREE YEARS, INTERNET VIDEO USERS IS UP +22% AND TIME SPENT HAS INCREASED +80% UP +7% V. LY IN JAN 2012 ONLINE VIDEO SAW: - 181MM VIEWERS - 40 BILLION VIDEOS VIEWED - AVERAGE OF 6.1 MINUTES / VIDEO (4 BILLION HOURS OF VIDEO) SOURCES: NIELSEN / INTERNETWORLDSTATS .COM / NEW YORK TIMES ONLINE 18
    • YEAR OF MOBILE - WHO CARESANYMORE? GROWTH ABOUNDS... ON AVERAGE, AMERICANS SPEND 2.7 HRS PER DAY SOCIALIZING ON MOBILE DEVICE OVER TWICE THE TIME THEY SPEND EATING USE OF APPS IS HIGH BECAUSE THE USER EXPERIENCE IS BETTER - WHEN MOBILE INTERNET CATCHES UP, IT MAY SHIFT 117.6MM MOBILE INTERNET USERS 44% OF MOBILE SUBSCRIBERS HAVE A SMARTPHONE 86% USE WHILE WATCHING TV IT’S DRIVING SOCIAL - OVER 1/3 OF FACEBOOK USERS (200MM+) - 50% OF TWITTER USERS (83MM) !"#$%&()*+,$(-.+-/01*2,+$23-$-4$2),$5-+2$ +-(0*//6$+&((,++4&/$5-#0/,$%-%,20,+$,7, SOURCES: NIELSEN / MICROSOFT TAG 19
    • TABLETS FINALLY SEE ACHALLENGER TO THE IPAD KINDLE FIRE IS THE #2 TABLET WORLDWIDE - THE FIRST REAL COMPETITOR TO THE IPAD (CHEAPER / YOUNGER) BY 2014, ESTIMATED 89.5MM TABLET USERS (28% OF US POP) 60% OF TABLET CONSUMERS WHO WATCH PRODUCT VIDEOS SAY THEY DO SO ON RETAIL SITES 33% HAVE WATCHED 5+ VIDEOS SOURCE: INVODO STUDY / NIELSEN 20
    • WITH SO MANY CONNECTED OPTIONS,TABLET USERS PREFER DIFFERENT DEVICESFOR DIFFERENT ACTIONS 21
    • SOCIAL MEDIA’S GROWTH ISINCREASING BRAND INTERACTIONS 170MM PEOPLE IN 2011 VISITED A SOCIAL NETWORK/BLOG DEVICE PROLIFERATION (MOBILE) IS DRIVING INTERACTION ON-THE-GO SOCIAL CHATTER IS DRIVING REAL TIME TV VIEWERSHIP EARNED SOCIAL IS MORE IMPORTANT CONSUMERS WHO COME FROM SHARES ARE MORE LIKELY TO INTERACT & SHOW STRONGER INSTANCES OF PARTICIPATING/BUYING 45% OF ALL ADULTS / 60% OF ALL INTERNET USERS 10% OF ALL ADULTS / 13% OF ALL INTERNET USERS SOURCE: TIME MAGAZINE ONLINE 1/23/12 / NIELSEN 22 Sina Weibo, the Chinese alternative to Twitter, in the first minute of the year
    • POWERED BY SOCIAL, IN 2011,DIGITAL EMERGED AS A MOREINFLUENTIAL CHANNEL THANEVER THOUGHT 23
    • A WAY TO INSPIRE &ORGANIZE ACTIVISM 24
    • A WAY TO IDENTIFYINFLUENCERS SOURCE: KOVAS BOGUTA 25
    • A MEANS OF PRIMARYCOMMUNICATION 5,530 TWEETS PER SECOND 26
    • TRENDS: 2012AND BEYOND 27
    • DEALS DRIVING TRAFFIC TO LOCAL BUSINESSES NOTIKUM SCOUT MOB AMERICAN EXPRESS A REAL-TIME, LOCATION-BASED APP WHICH ENABLES USERS TO AMERICAN EXPRESS “LINK-LIKE-LOVE” SOCIAL FIND DEALS NEAR THEM, COMMERCE PROGRAM GIVES AMEX ORGANIZED INTO CATEGORIES A MOBILE APP ENABLING USERS CARDHOLDERS RELEVANT DEALS AND OF "SHOP", "EAT" AND "PLAY". TO LOCATE RESTAURANTS EXPERIENCES BASED ON THEIR LIKES, INTERESTS OFFERING DEALS AND WITH AND SOCIAL CONNECTIONS ON FACEBOOK. ONE CLICK, SAVE 50% ON THE CHECK TAKEAWAYS LOCAL WILL BE DRIVEN BY NATIONAL PLATFORMS NOBODY SHOULD EVER PAY FULL PRICE AGAINSOURCE: HTTP://TRENDWATCHING.COM/TRENDS/12TRENDS2012/ SALE = PRIDE (NOT SHAME) 28
    • INCREASED CONSUMER RESPONSIBILITY FOR HEALTH JAWBONE UP FORD IN-CAR FUTURE A WRISTBAND PERSONAL SAMPLE APPS USE FORD’S SYNC HEALTH MONITOR TRACKING DEVICE FOR MOVING, APPLINK SOFTWARE TO ENABLE CHIP IN CLOTHING $10MM REWARD EATING AND SLEEPING PATTERNS. DRIVERS TO ACCESS CERTAIN FOR MOBILE IT SYNCS WITH AN IPHONE APP & MOBILE HEALTH APPS WHILE CONSUMER USERS CAN COMPETE AGAINST DRIVING TO KEEP TRACK OF DIAGNOSIS FRIENDS & EVEN EARN REAL LIFE CHRONIC CONDITIONS SUCH AS DEVICE REWARDS FOR COMPLETING DIABETES, ASTHMA & HAY FEVER. CHALLENGES. TAKEAWAYS FEWER DOCTOR VISITS MORE ACCESSIBLE WAY FOR DOCTOR TO TRACK PATIENTSSOURCE: HTTP://TRENDWATCHING.COM/TRENDS/12TRENDS2012/ INCREASED HEALTH --> DROPPING INSURANCE PREMIUMS 29
    • THE CLOUD ON LIVE GOOGLE TAKEAWAYS INCREASED MOBILIZATION OF DATA DATA BELONGS TO PERSON, NOT DEVICESOURCE: HTTP://TRENDWATCHING.COM/TRENDS/12TRENDS2012/ MULTI-PERSON INTERACTION 30
    • CASH-LESS FUTURE GOOGLE WALLET SQUARE SHOPPERS SIMPLY TAP THEIR MOBILE DEVICE ON SPECIAL SQUARE ENABLES USERS TO ACCEPT CREDIT TERMINALS AT POINTS-OF-SALE TO PAY INSTANTLY. IN CARD PAYMENTS BY USING A CARD-READING PARTICIPATING STORES, THEY CAN ALSO REDEEM SPECIAL PORTABLE DEVICE CONNECTED TO THEIR COUPONS, PARTICIPATE IN SALES PROMOTIONS OR GAIN IPHONE, IPAD OR ANDROID DEVICE. IN NOV LOYALTY POINTS. 2011, SQUARE UPDATED THE APP, ALLOWING FOR A COMPLETELY HANDS-FREE PAYMENT EXPERIENCE BY SIMPLY SAYING YOUR NAME. TAKEAWAYS INCREASES IN MOBILE SECURITY INCREASES IN SOCIAL COMMERCE USES BEYOND CONSUMER - GOV’T / BUSINESSSOURCE: HTTP://TRENDWATCHING.COM/TRENDS/12TRENDS2012/ 31
    • INCREASED ACCESS TOEDUCATION ITUNES EHOW UNIVERSITY AN EASY WAY TO DESIGN AND DISTRIBUTE EHOW IS AN ONLINE HOW-TO GUIDE COMPLETE COURSES FEATURING AUDIO,VIDEO, WITH MORE THAN 1 MILLION ARTICLES & BOOKS, AND OTHER CONTENT. AND STUDENTS 170,000 VIDEOS OFFERING STEP-BY-STEP AND LIFELONG LEARNERS CAN EXPERIENCE YOUR INSTRUCTIONS. EHOW ARTICLES & VIDEOS COURSES FOR FREE THROUGH A POWERFUL NEW ARE CREATED BY FREELANCERS AND APP FOR IPAD, IPHONE, AND IPOD TOUCH. COVER A WIDE VARIETY OF TOPICS ORGANIZED INTO A HIERARCHY OF CATEGORIES. TAKEAWAYS CONSUMERS CAN LEARN ANYTHING / ANYTIME COLLEGE ACCESS TO ANYONE WHO OWNS IPHONE THERE IS NO EXCUSE NOT TO KNOW ANYMORE 32
    • CROWD- / IDLE-SOURCING KICKSTARTER WAZE KICKSTARTER IS THE WORLDS LARGEST WAZE IS A FREE, COMMUNITY-BASED TRAFFIC & FUNDING PLATFORM FOR CREATIVE PROJECTS. NAVIGATION APP WHERE USERS BECOME PART OF EVERY WEEK, TENS OF THOUSANDS OF AMAZING THEIR LOCAL DRIVING COMMUNITY, JOINING PEOPLE PLEDGE MILLIONS OF DOLLARS TO FORCES WITH OTHER DRIVERS NEARBY TO PROJECTS FROM THE WORLDS OF MUSIC, FILM, OUTSMART TRAFFIC, SAVE TIME & IMPROVE ART, TECHNOLOGY, DESIGN, FOOD, PUBLISHING EVERYONES DAILY COMMUTE. AND OTHER CREATIVE FIELDS. TAKEAWAYS PEER-TO-PEER RISE V. CORPORATE-TO-PEER BUSINESSES GROW CLOSER TO CONSUMERS MORE COMMUNITIES WILL GROWSOURCE: HTTP://TRENDWATCHING.COM/TRENDS/12TRENDS2012/ 33
    • HUMAN CORPORATE EXPECTATIONS - MORALITY AND TRANSPARENCY (HUMILITY) ECO-CYCOLOGY TRANSPARENCY A PROGRAM TO COLLECT AND RECYCLE ALL PERSONAL IN JULY 2011, DOMINO’S LAUNCHED A MONTH-LONG CARE AND BEAUTY PACKAGING AT NO COST TO PROMOTIONAL CAMPAIGN IN NEW YORK. HIRING OUT CONSUMERS--MEANING THE POSTAGE IS PRE-PAID. A HUGE BILLBOARD SPACE IN TIMES SQUARE, THE BRAND PROGRAM IS FOR ALL BEAUTY MATERIALS REGARDLESS L I V E - S T R E A M E D ( G O O D AND B AD) CUSTO MER OF BRAND. FEEDBACK GIVEN VIA TWITTER ONTO THE DIGITAL HOARDING. TAKEAWAYS BRANDS SHOULD BE “HUMAN” - “FLAWESOME” COMPANIES ARE “FRIENDS” OF CONSUMERSSOURCE: HTTP://TRENDWATCHING.COM/TRENDS/12TRENDS2012/ SOCIAL MEDIA ACCESS CONTINUES TO REDEFINE SERVICE 34
    • THESE SHIFTS INPRIORITIES LEADSTO A SHIFT INADVERTISING /PERCEPTIONS 35
    • THE DAYS OF TALKING AT CONSUMERS ARE LONG PAST THEN NOW DELIVER A MESSAGE INITIATE A CONVERSATION TALKING AT TALKING TO / WITHSOURCE: @MDGADVERTISING 36
    • CONSUMERS SEEK CONTENT, NOT CHANNELS THEN NOW TV, MAGAZINES, VIDEO, STILL RADIO, INTERNET, IMAGES, AUDIO, NEWSPAPER, OOH APPLICATIONSSOURCE: @MDGADVERTISING 37
    • REALTIME DYNAMIC CREATIVEENABLES FLEXIBILITY OF MESSAGING THEN NOW PUSH ONE MASS DYNAMIC / REAL TIME MESSAGE OPTIMIZATION SAY EVERYTHING YOU CUSTOMIZE MESSAGES + WANTED CONSUMERS BE PREPARED TO TO KNOW INTERACT IN REALTIME 38
    • CUSTOMIZATION LEADS TO MORELEVELS OF COMMUNICATION 39
    • CONSUMERS WILL NO LONGER JUST TAKE YOUR WORD FOR IT CONFIDENCE IS DOWN CONSUMERS DISCUSS SPECIFIC BRANDS CASUALLY 90 X PER WEEK 90% OF CONSUMERS BELIEVE BRAND RECOMMENDATIONS FROM FRIENDS MORE REVIEWS = MORE TRUSTSOURCE: HTTP://CHARLESTONPR.COM/POSTS/CONSUMERS-TRUST-STRANGERS-ADVERTISEMENTS/ 40
    • CONSUMERS TRUST THE BRAND’S WEBSITE ABOVE OTHER ADS BRANDED WEBSITES ARE MOST HIGHLY-TRUSTED THERE IS STILL A PREMIUM ASSOCIATED WITH TV AS MOBILE GROWS, SO WILL THE QUALITY OF THE ADVERTISING EXPERIENCESOURCE: NIELSEN 41
    • TABLET USERS ARE MORE ENGAGED WITH ADS THAN SMARTPHONE USERS TABLET USERS ARE MORE ENGAGED WITH ADVERTISING THAN SMARTPHONE USERS: 2X MORE LIKELY TO: CLICK ON AN AD SEARCH FOR MORE INFO ABOUT A BUSINESS USE OR REQUEST A COUPONSOURCE: NIELSEN 42
    • CUSTOMIZATION AND VIDEO DRIVE MOBILE ENGAGEMENTSOURCE: NIELSEN 43
    • IMPLICATIONS 44
    • KEY CONSIDERATIONS AS WEHEAD INTO 2013 PLANNING BE PREPARED FOR A SYNC UP BRAND CONVERSATION MESSAGES WITH BRAND BE SURE IF YOU START A PLATFORMS CONVERSATION, THAT YOU PLATFORM TALKS TOMAINTAIN / FOLLOW THROUGH CONSUMERS, BRAND ADS TALK ON IT TO MEET CONSUMER AT THEM EXPECTATION DON’T SHY AWAY FROM IT’S ALL ABOUT THE EMERGING CONSUMER AS DIGITAL GROWS, MORE AND OPPORTUNITIES MORE OPTIONS WILL PRESENT THE UNKNOWN TODAY IS THE THEMSELVES TO CONSUMERS - FUTURE -WADE IN AND TEST KNOWING WHAT THEY AREEARLY/OFTEN SO YOUR BRAND USING AND HOW IS CRITICAL TO CAN CAPITALIZE WHEN THEY SUCCESS REACH MASS CONSIDER EARNED MEDIA OPPORTUNITIES CONSUMERS WILL BECOME EVANGELISTS FOR BRANDS THEY LIKE - BRANDS NEED TO GIVE THEM THE TOOLS & ASSETS TO DO SOME OF THE HEAVY LIFTING / SPREAD THE MESSAGE 45
    • APPENDIX 46
    • AMERICANS ARE OVERWORKED 86% OF EXECUTIVES EXPECT MORE TIME FROM EMPLOYEES 1/3 OF US EMPLOYEES FEEL CHRONICALLY OVERWORKED ONLY 64% OF EMPLOYEES TAKE THEIR FULL VACATION TIME 47
    • RESULTS OF BEING OVERWORKEDARE DETRIMENTAL 48
    • AD SPENDING WILL CONTINUETO RISE POST-RECESSION 49
    • DIGITAL DRIVES INCREASE -PRINT CONTINUES DECLINE INTERNET IS THE ONLY CHANNEL PREDICTED TO GROW IN SHARE OF SPEND BETWEEN 2012 AND 2012 (+5%) RADIO & OOH SO$ REMAIN FLAT, WHILE SPENDING INCREASES MAGAZINES AND NEWSPAPER ARE THE ONLY TWO CHANNELS TO SEE ABSOLUTE $ AND SHARE DROPS BY 2015 50
    • LOCAL AD SPENDING TRENDSLOCAL SPEND IS RISING, THOUGH THE KEY DRIVER OF LOCAL AT A SLIGHTLY SLOWER PACE SPENDING INCREASES IS ONLINE 22% IN 2012 TO 28% IN 2015, WHILE PRINT SPEND WILL CONTINUE TO DECLINE 51
    • THE DIGITAL REVOLUTION 52
    • VIDEO DOMINATES TIME SPENTWITH MEDIA 53
    • VIDEO CONSUMPTION IS STILL DOMINATEDBY TV, BUT INTERNET IS GROWING 7% GROWTH V. LY (TRADITIONAL TV ONLY 1% GROWTH) 54
    • PENETRATION / USAGE BYDEVICE 55