Consumer Trends as an Element
in User Centric Design
28.10.2004 Timo Veikkola
© Nokia Consumer trends research / 07-06-2004 / Elise Levanto

Trends – building a tool
Some sort of a tool is needed for providing knowledge and insights . . .
COLORS &
CONSUMER & MATERIALS
MEGA TREND SOCIETAL TRENDS DESIGN TRENDS
LIFESTYLE TRENDS TRENDS
megatrends macrotrends mesotrends microtrends
decades 10 years 5 years 6months to 3 years
© Nokia Consumer trends research / 07-06-2004 / Elise Levanto

Global mega and societal trends
AWARENESS
CULTURISM
TECH-PARADOX GLOBALIZATION
INFORMATION DEMOGRAPHIC
WELLBEING SOCIETY CHANGE GRAY POWER
NEW STATUS
INDIVIDUALISM FEMINIZATION
TOLERANCE
& EQUALITY
EXPERIENCES
NETWORKED
SOCIETY
© Nokia Consumer trends research / 07-06-2004 / Elise Levanto

Global Mega, Societal & Consumer Trends
Mega trends Societal trends Consumer trends
Change drivers of values and attitudes Change drivers of consumer needs
Globalization CULTURISM Changing cultural forms and traditions. •NEW TRADITIONALISM
Popularity of ethnicity. •LOCALIZED PRODUCTS
The world is understood as global flows,
global relations and global economies. AWARENESS about inequality. Need for corporate trust & •ETHICAL CONSUMPTION
responsibility. •ETC. . .
The world is becoming smaller due to
media and global economies.
Demographic change AGING SOCIETIES Growing importance of education and •FLOW OF SENIOR PRODUCTS
health. •GENERATIONAL MARKETING
Developed countries are aging which
affects education and employment and TOLERANCE & EQUALITY Mature adults will become a more •YOUTH INVATION
increases immigration. powerful group of consumers and decision makers. •ETC. . .
Feminization EQUALITY & TOLERANCE •WOMANLY ATTRIBUTES in products
Better integration of women and feminine •Females are working more outside home, getting married •METROSEXUALS
motivations, supported by the blurring of and having children later. •UN-GENDERED PRODUCTS
gender roles. •Increased tolerance of homosexuality. •RE-GENDERING
•Search for new male identity •ETC. . .
Individualism EXPERIENCES desire for entertainment and new sensations. •EXPERIENCE SHOPPING
the desire for indulgence, transgression, refinement, •DEMOCRATIZATION OF LUXURY
Growing autonomy of the individual from selectivity . . .
collective rules, traditions and taboos. •REQUEST FOR QUALITY OF LIFE
NETWORKED INDIVIDUAL New forms of individualism. •SOFT HEDONISM
NEW STATUS New paradigms for wealth and richness are •SEARCH FOR MEANING & SPRIRITUALITY
Diminished meaning systems leaving void emerging.
in people’s surrounding world.
WELLBEING Hedonism and health are main drivers of well-
being trend.
Pace of technology AWARENESS Criticism towards technological progress and •GREEN CONSUMPTION
products. •SLOWING DOWN
adaptation WELLBEING People experience crazy pace of life - stressful •NEED FOR HUMAN & EMOTIONAL
Towards information society. life and information overload. Need for holistic approach. TECHNOLOGY
Networks are becoming interactive and TECH PARADOX Technology positivism and tech criticism. •EMERGENCE OF VIRTUAL COMMUNITIES
fluid. Increasingly interactive patterns of NETWORKED INDIVIDUAL tech enhancing community
human relation foster new tech and new forming.
tech reinforces human networks
© Nokia Consumer trends research / 07-06-2004 / Elise Levanto

Societal & consumer Trends – the logics
Mega Trend: Societal Trends: Consumer Trends:
• Green products Implications:
INFORMATION SOCIETY AWARENESS TREND Longevity & evolutionary
• Less is more attitude
nature of the solution.
• Slowing down Implications:
WELL-BEING TREND • Search for balance Enhancing health
between mind & body
Focus on the essential
• Hedonistic health
Decreased complexity
• Spirituality
• Green consumption Implications:
TECH-PARADOX TREND
• Slowing down Provide clear benefits
• Request for human & Intuitive UI
emotional tech
Emotional approach in
• Request for holistic graphics, sounds etc. . .
product approach
• Design for all
© Nokia Consumer trends research / 07-06-2004 / Elise Levanto

DIFFUSION of trends
Trends occur first among leading edge and tend to DIFFUSE later to
mainstream. . . .
CHASM
AWARENESS postmaterialism materialistic orientation
WELLBEING self-development Leisure = relaxation & having fun
TECHPARADOX pragmatism & active adoption of mature tech
selectivity
Leading edge Mainstream
2.5% 13.5% 34% 34% 16%
Innovators Early Adopters Early Majority Late Majority Laggards
© Nokia Consumer trends research / 07-06-2004 / Elise Levanto

Leading edge vs. mainstream values
The main differences are . . . .
LEADING EDGE: MAINSTREAM:
• They give us an idea how values • They represent prevalent
& attitudes may change. attitudes, values & practices
• Good adaptability – ready to • Slow in change – behavior will
change their attitudes. change before values.
• Postmaterialistic values. • Consumeristic drive.
• They create their own • Community = Family & friends,
community. strong togetherness.
• Flexible & autonomous - • Traditions, but with modern twist.
hierarchies are irrelevant. Roots & heritage are important.
• Love to learn – self-realization & • Relaxation & fun.
well-being.
• Active openness towards tech, but
• Pragmatism regards to tech. need a certain degree of maturity.
• “Have a dream, don’t abandon • Search for table & regular, but not
yourself.” boring life.
© Nokia Consumer trends research / 07-06-2004 / Elise Levanto

Trends diffusion from Leading Edge to Mainstream
SOCIETAL TREND: LEADING EDGE: MAINSTREAM:
CULTURISM cultural eclectism renewal of traditions
AWARENESS concerned no influence
TOLERANCE in theory & practice taking place slowly
WELLBEING self-development relaxing & enjoying
NEW STATUS postmaterialism materialism
EXPERIENCES new social currency fun & routine breaking
NETWORKED SOCIETY creating communities maintaining family
TECH-PARADOX pragmatism & innovation mature technology
© Nokia Consumer trends research / 07-06-2004 / Elise Levanto