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2016 Digital Trends

Our first report–Digital Trends–is typically our biggest report of the year, read by tens of thousands across healthcare and marketing. It's fueled by clues, examples and big ideas collected by more than 70 trend watchers from around the world.

What's inside? 2016 is the year that we'll start living in the digital moment, embracing our own custom algorithms, and may even be bringing a robot home. Our smartphones will become more delightful. Even the easiest interfaces will start to disappear entirely. Oh, and Frogger? We think he's coming back.

2016 Digital Trends

  1. 1. see it, don’t save it After a decade of digital hoarding, today’s sharers want to just live in the moment. trend01
  2. 2. The scrapbookers went online and built multimedia life stories on Facebook post-nostalgia The scrapbookers went online and built multimedia life stories on Facebook The article hoarders saved every link on Twitter
  3. 3. Then, the people just living real life went on to Snapchat and *poof* The recipe collectors cheffed up enormous personal cookbooks on Pinterest post-nostalgia
  4. 4. daily users 1,000,000,000 daily users 100,000,000 More than 60% of 13- to 34-year-old smartphone users in the US are active on Snapchat and together view more than 2 billion videos a day
  5. 5. the year of the stream
  6. 6. to broadcasting with Will a cameo be the new selfie?
  7. 7. Yogscast PewDiePie These live platforms are building on a style popularized on Youtube: Let’s do something fun together
  8. 8. running in your background Wonderful little tools and algorithms are making the Internet—and all your devices— do more for you before you even think to ask. trend02
  9. 9. in alerts
  10. 10. when anything important will likely be delivered to you? 7:10cancerpatientsrely onalertsfromwebsites topromptthemtocheck forthelatestinformation ontheirconditionor treatments. 7:10
  11. 11. tiredofthe algorithmic guessing game? createyour owncustom easybuttons.
  12. 12. Google’snext transformation: softwarethatisaware ofeverythingaroundit
  13. 13. my robot Name him Big Hero or R2D2. Just get ready:This is the year a robot might come home with you. trend03
  14. 14. +
  15. 15. selfiestickonwheels? orahelperjustwhen youneedit?
  16. 16. the GiraffPlus Project is betting on helper Their test: Can a robot inside a smart home systemhelp people live independently longer?
  17. 17. human in the machine Robots can even make scary grown-ups much more Huggable. 90 person study Focused on 4th vital sign 100s of iSpy games
  18. 18. Who stole all the scientists? Uber may be replacingthe sharingeconomy with the robot economy - 40 researchersand scientists “poached” - Bonusesof hundredsof thousands ofdollars - Doubledsalaries
  19. 19. naked without it Nearly half the people who own a smart phone say they couldn’t live without it. –Pew Research Center trend04
  20. 20. theperfect distraction fromany momentthat feelsboringor unimportant
  21. 21. ofthose18-29 use their phone in public for no particular reason, just to do something. – Pew Research 35%
  22. 22. 60lbs ofpressure 2-4hrs perday 700-1400hrs peryear – New York Spine Surgery and Rehabilitation Medicine Center
  23. 23. why the addiction? it’s the answers of smartphoneowners looking up info about a healthcondition lastyear of smartphoneowners looked up somethingthey sawon aTV commercial Consumermobileusage outpacesmobilead spendby 3x Quick searches on cellphones increasingly help us finish our sentences, find a great place for dinner, or learn more about a health worry. Pew Research Center, Google, Mary Meeker, 2015 66% 62% 3x
  24. 24. there’s more magic to come
  25. 25. Android world; Apple practice -KantarWorldPanel,ManhattanResearch,2015 US Germany physicians 25.0% 45.0% 75.0% 56.0% 7.0% 12.0% US Germany consumers 73.7% 65.6% 30.1% 15.2% 3.8% 10.1%
  26. 26. digital exclusion Remember a time before the Internet? Turns out, millions of people are still living it. trend05
  27. 27. quickquiz howmany peopleinthe USuseAOL dial-up?
  28. 28. 2,100,100 The smartphones in your pockets are ~100x faster than dial-up’s 56kps speed.
  29. 29. Asubiquitous astechnologies areinmanyof oureveryday lives,they’re virtuallyabsent fromthelivesof manyothers.
  30. 30. digitally excluded 20% of UK population 9.5 million people 3:4 are poor, disabled, or elderly People who lack the basic online skills needed to send and receive email, use a search engine, browse the Internet, and complete online forms. Pew Research Center, Google, Mary Meeker, 2015
  31. 31. the digital divide is still a thing *Commonwealth of Independent States | Source: ITU 66.0% The Americas 43.4% Worldwide 77.6% Europe 37.0% Arab States 20.7% Africa 59.9% CIS* 36.9% Asia & Pacific Percentage of individuals using the internet in 2015
  32. 32. the digital divide is still a thing *Commonwealth of Independent States | Source: ITU 66.0% The Americas 43.4% Worldwide 77.6% Europe 37.0% Arab States 20.7% Africa 59.9% CIS* 36.9% Asia & Pacific Percentage of individuals using the internet in 2015“For people with limited computer skills, online applications constitute one of the biggest obstacles to employment, even for fast-food jobs paying a few dollars above minimum wage. My colleagues and I often spend hours helping one person fill out an online application that has poorly written instructions or a feature that doesn’t work no matter how you enter the data.” - Stephan Barker, a librarian in Prince George’s County
  33. 33. getting involved to bridge the gap
  34. 34. simplifying simple How do you make something seem easier to use? Make it easier to use. trend06
  35. 35. a whole world of easy buttons
  36. 36. even easier?
  37. 37. the interface is disappearing
  38. 38. voice command is the growing expectation Adult smartphoneowners use voice search: 40% to ask for directions 39% to dictate a text message, 32% to make a phone call, 23% while they are cooking -Google
  39. 39. even healthcare is hiding its complexity
  40. 40. do you really know me? Consumers expect personalized experiences but get frustrated with brands that act like false friends. trend07
  41. 41. You can updat e your pr i mar y emai l addr es s or s t r eet addr es s at any t i me by l oggi ng i nt o t he PayPal webs i t e. I f your emai l addr es s becomes i nval i d s uch t hat el ect r oni c Communi cat i ons s ent t o you by PayPal ar e r et ur ned, PayPal may deem your Account t o be i nact i ve, and you wi l l not be abl e t o t r ans act any act i vi t y us i ng your PayPal Account unt i l we r ecei ve a val i d, wor ki ng pr i mar y emai l addr es s f r om you. 1. Our Rel at i ons hi p wi t h You. 1. 1 PayPal i s Onl y a Payment Ser vi ce Pr ovi der . PayPal hel ps you make payment s t o and accept payment s f r om t hi r d par t i es . PayPal i s an i ndependent cont r act or f or al l pur pos es , and i s not your agent or t r us t ee. PayPal does not have cont r ol of , or l i abi l i t y f or , t he pr oduct s or s er vi ces t hat ar e pai d f or wi t h t he PayPal Ser vi ces . We do not guar ant ee t he i dent i t y of any Us er or ens ur e t hat a buyer or a Sel l er wi l l compl et e a t r ans act i on. 1. 2 Your Pr i vacy. Pr ot ect i ng your pr i vacy i s ver y i mpor t ant t o PayPal . Pl eas e r evi ew our Pr i vacy Pol i cy i n or der t o bet t er under s t and our commi t ment t o mai nt ai ni ng your pr i vacy, as wel l as our us e and di s cl os ur e of your I nf or mat i on. 1. 3 Pr i vacy of Ot her s ; Mar ket i ng. I f you r ecei ve I nf or mat i on about anot her Us er t hr ough t he PayPal Ser vi ces , you mus t keep t he I nf or mat i on conf i dent i al and onl y us e i t i n connect i on wi t h t he PayPal Ser vi ces . You may not di s cl os e or di s t r i but e a Us er ’ s I nf or mat i on t o a t hi r d par t y or us e t he I nf or mat i on f or mar ket i ng pur pos es unl es s you r ecei ve t he Us er ’ s expr es s cons ent t o do s o. You may not s end uns ol i ci t ed emai l t o a Us er or us e t he PayPal Ser vi ces t o col l ect payment s f or s endi ng, or as s i s t i ng i n s endi ng, uns ol i ci t ed emai l t o t hi r d par t i es . 1. 4 I nt el l ect ual Pr oper t y. “PayPal . com”, “PayPal ”, and al l l ogos r el at ed t o t he PayPal Ser vi ces ar e ei t her t r ademar ks or r egi s t er ed t r ademar ks of PayPal or PayPal ’ s l i cens or s . You may not copy, i mi t at e or us e t hem wi t hout PayPal ’ s pr i or wr i t t en cons ent . I n addi t i on, al l page header s , cus t om gr aphi cs , but t on i cons , and s cr i pt s ar e s er vi ce mar ks , t r ademar ks , and/ or t r ade dr es s of PayPal . You may not copy, i mi t at e, or us e t hem wi t hout our pr i or wr i t t en cons ent . You may us e HTML l ogos pr ovi ded by PayPal t hr ough our Mer chant s er vi ces , auct i on t ool s f eat ur es or af f i l i at e pr ogr ams wi t hout pr i or wr i t t en cons ent f or t he pur pos e of di r ect i ng web t r af f i c t o t he PayPal Ser vi ces . You may not al t er , modi f y or change t hes e HTML l ogos i n any way, us e t hem i n a manner t hat i s di s par agi ng t o PayPal or t he PayPal Ser vi ces or di s pl ay t hem i n any manner t hat i mpl i es PayPal ’ s s pons or s hi p or endor s ement . Al l r i ght , t i t l e and i nt er es t i n and t o t he PayPal webs i t e, any cont ent t her eon, t he PayPal Ser vi ces , t he t echnol ogy r el at ed t o t he PayPal Ser vi ces , and any and al l t echnol ogy and any cont ent cr eat ed or der i ved f r om any of t he f or egoi ng i s t he excl us i ve pr oper t y of PayPal and i t s l i cens or s . 1. 5 As s i gnment . You may not t r ans f er or as s i gn any r i ght s or obl i gat i ons you have under t hi s Agr eement wi t hout PayPal ’ s pr i or wr i t t en cons ent . PayPal r es er ves t he r i ght t o t r ans f er or as s i gn t hi s Agr eement or any r i ght or obl i gat i on under t hi s Agr eement at any t i me. 1. 6 Pas s wor d Secur i t y and Keepi ng Your Emai l and Addr es s Cur r ent . You ar e r es pons i bl e f or mai nt ai ni ng adequat e s ecur i t y and cont r ol of any and al l I Ds , pas s wor ds , per s onal i dent i f i cat i on number s ( PI Ns ) , or any ot her codes t hat you us e t o acces s t he PayPal Ser vi ces . I f you us e a PayPal Payment Car d, you s houl d al s o car ef ul l y s af eguar d t hi s car d. You ar e r es pons i bl e f or keepi ng your mai l i ng addr es s and emai l addr es s up t o dat e i n your Account Pr of i l e. 1. 7 Not i ces t o You. You agr ee t hat PayPal may pr ovi de you Communi cat i ons about your Account and t he PayPal Ser vi ces el ect r oni cal l y as des cr i bed i n our El ect r oni c Communi cat i ons Del i ver y Pol i cy. Any el ect r oni c Communi cat i ons wi l l be cons i der ed t o be r ecei ved by you wi t hi n 24 hour s af t er t he t i me we pos t i t t o our webs i t e or emai l i t t o you. Any Communi cat i ons s ent t o you by pos t al mai l wi l l be cons i der ed t o be r ecei ved by you 3 Bus i nes s Days af t er we s end i t . 1. 8 Not i ces t o PayPal . Except as ot her wi s e s t at ed above i n t he El ect r oni c Communi cat i ons Del i ver y Pol i cy, and bel ow i n Sect i on 12 ( Res ol ut i on Pr ocedur es f or Unaut hor i zed Tr ans act i ons and Ot her Er r or s ) and Sect i on 14 ( Di s put es wi t h PayPal ) , not i ce t o PayPal mus t be s ent by pos t al mai l t o: PayPal , I nc. , At t ent i on: Legal Depar t ment , 2211 Nor t h Fi r s t St r eet , San J os e, Cal i f or ni a 95131. 1. 9 Account St at ement . You have t he r i ght t o r ecei ve an Account s t at ement . You may vi ew your Account s t at ement by l oggi ng i nt o your Account . 1. 10( a) Cont act i ng You. I n or der t o cont act you mor e ef f i ci ent l y, we may at t i mes cont act you us i ng aut odi al ed or pr er ecor ded mes s age cal l s or t ext mes s ages at t he t el ephone number ( s ) you have pr ovi ded us . We may pl ace s uch cal l s or t ext s t o ( i ) pr ovi de not i ces r egar di ng your Account or Account act i vi t y, ( i i ) i nves t i gat e or pr event f r aud, or ( i i i ) col l ect a debt owed t o us . You agr ee t hat we and our s er vi ce pr ovi der s may cont act you us i ng aut odi al ed or pr er ecor ded mes s age cal l s and t ext mes s ages t o car r y out t he pur pos es we have i dent i f i ed above. We may s har e your phone number ( s ) wi t h s er vi ce pr ovi der s wi t h whom we cont r act t o as s i s t us i n pur s ui ng t hes e i nt er es t s , but wi l l not s har e your phone number ( s ) wi t h t hi r d par t i es f or t hei r own pur pos es wi t hout your cons ent . St andar d t el ephone mi nut e and t ext char ges may appl y. We and our s er vi ce pr ovi der s wi l l not us e aut odi al ed or pr er ecor ded mes s age cal l s or t ext s t o cont act you f or mar ket i ng pur pos es at t he t el ephone number ( s ) you des i gnat e unl es s we r ecei ve your pr i or expr es s wr i t t en cons ent . 1. 10( b) Your Choi ces . You do not have t o cons ent t o r ecei ve aut odi al ed or pr er ecor ded mes s age cal l s or t ext s i n or der t o us e and enj oy PayPal ’ s pr oduct s and s er vi ces . Wher e PayPal i s r equi r ed t o obt ai n your cons ent f or s uch communi cat i ons , you may choos e t o r evoke your cons ent by cont act i ng cus t omer s uppor t at 1- 844- 629- 9108 and i nf or mi ng us of your pr ef er ences . 1. 11 Recor di ng Cal l s . You under s t and and agr ee t hat PayPal may, wi t hout f ur t her not i ce or war ni ng and i n our di s cr et i on, moni t or or r ecor d t el ephone conver s at i ons you or anyone act i ng on your behal f has wi t h PayPal or i t s agent s f or qual i t y cont r ol and t r ai ni ng pur pos es or f or i t s own pr ot ect i on. You acknowl edge and under s t and t hat , whi l e your communi cat i ons wi t h PayPal may be over hear d, moni t or ed, or r ecor ded wi t hout f ur t her not i ce or war ni ng, not al l t el ephone l i nes or cal l s may be r ecor ded by PayPal , and PayPal does not guar ant ee t hat r ecor di ngs of any par t i cul ar t el ephone cal l s wi l l be r et ai ned or r et r i evabl e. 2. Account s . 2. 1 El i gi bi l i t y. To be el i gi bl e t o us e t he PayPal Ser vi ces , you mus t be at l eas t 18 year s ol d and a r es i dent of t he Uni t ed St at es or one of t he count r i es l i s t ed on t he PayPal Wor l dWi de page. Thi s Agr eement appl i es onl y t o Us er s who ar e r es i dent s of t he Uni t ed St at es . I f you ar e a r es i dent of anot her count r y, you may acces s t he agr eement t hat appl i es t o you f r om our webs i t e i n your count r y. 2. 2 Per s onal and Bus i nes s Account s ; Types of Tr ans act i ons . We of f er t he f ol l owi ng t ypes of Account s : Per s onal and Bus i nes s Account s . By openi ng a Bus i nes s Account and accept i ng t he t er ms as out l i ned i n t hi s Agr eement , you at t es t t hat you ar e not es t abl i s hi ng t he Account pr i mar i l y f or per s onal , f ami l y, or hous ehol d pur pos es . You may s end money f r om, and r ecei ve money i nt o, your Account , as des cr i bed i n mor e det ai l i n Sect i on 3 ( Sendi ng Money) and Sect i on 4 ( Recei vi ng Money) . You may al s o add money t o your Bal ance us i ng an avai l abl e Payment Met hod, as des cr i bed i n mor e det ai l i n Sect i on 3, and wi t hdr aw money f r om your Bal ance, as des cr i bed i n mor e det ai l i n Sect i on 6 ( Wi t hdr awi ng Money) . 2. 3 I dent i t y Aut hent i cat i on. You aut hor i ze PayPal , di r ect l y or t hr ough t hi r d par t i es , t o make any i nqui r i es we cons i der neces s ar y t o val i dat e your i dent i t y. Thi s may i ncl ude as ki ng you f or f ur t her i nf or mat i on, r equi r i ng you t o pr ovi de your dat e of bi r t h, a t axpayer i dent i f i cat i on number and ot her i nf or mat i on t hat wi l l al l ow us t o r eas onabl y i dent i f y you, r equi r i ng you t o t ake s t eps t o conf i r m owner s hi p of your emai l addr es s or f i nanci al i ns t r ument s , or der i ng a cr edi t r epor t , or ver i f yi ng your I nf or mat i on agai ns t t hi r d par t y dat abas es or t hr ough ot her s our ces . We may al s o as k t o s ee your dr i ver ’ s l i cens e or ot her i dent i f yi ng document s at any t i me. I f you us e cer t ai n PayPal Ser vi ces , f eder al l aw r equi r es t hat PayPal ver i f y s ome of your I nf or mat i on. PayPal r es er ves t he r i ght t o cl os e, s us pend, or l i mi t acces s t o your Account and/ or t he PayPal Ser vi ces i n t he event we ar e unabl e t o obt ai n or ver i f y t hi s I nf or mat i on. 2. 4 Cr edi t Repor t Aut hor i zat i on. I f you open a Bus i nes s Account , you ar e pr ovi di ng PayPal wi t h wr i t t en i ns t r uct i ons and aut hor i zat i on i n accor dance wi t h t he Fai r Cr edi t Repor t i ng Act t o obt ai n your per s onal and/ or bus i nes s cr edi t r epor t f r om a cr edi t bur eau. You ar e al s o aut hor i zi ng PayPal t o obt ai n your per s onal and/ or bus i nes s cr edi t r epor t : ( a) when you upgr ade your Per s onal Account t o a Bus i nes s Account , ( b) when you r eques t cer t ai n new pr oduct s , s uch as t he PayPal Debi t Car d, or ( c) at any t i me PayPal r eas onabl y bel i eves t her e may be an i ncr eas ed l evel of r i s k as s oci at ed wi t h your Bus i nes s Account . 2. 5 Thi r d Par t y Per mi s s i ons . I f you gr ant expr es s per mi s s i on t o a t hi r d par t y t o t ake s peci f i c act i ons on your behal f , or acces s par t i cul ar i nf or mat i on about your Account , ei t her t hr ough your us e of t he t hi r d par t y’ s pr oduct or s er vi ce or t hr ough your Account Pr of i l e, you acknowl edge t hat PayPal may di s cl os e t he i nf or mat i on about your Account t hat i s s peci f i cal l y aut hor i zed by you t o t hi s t hi r d par t y. You al s o acknowl edge t hat gr ant i ng per mi s s i on t o a t hi r d par t y t o t ake s peci f i c act i ons on your behal f
  42. 42. what we expect in return: a little simple recognition remember how long you’ve been a customers remember past purchases any type of personalization US UK what sort of personalization do you expect?
  43. 43. what we get in return: isn’t always too relevant willunsubscribefrom a company'scontent after receivingnumerous, irrelevantoffers wouldbe lesslikelyto open that company'snextoffer wouldbe lessinclined to buy from that company 3:4 Most consumers and business travelers agreed that 75% of the travel offers they receive are completely irrelevant to their needs and preferences Boxever, 2015 50% 60% 40%
  44. 44. when personalization goes wrong 86% call bad ad retargeting irritating or intrusive to their privacy. Intent HQ, 2015 86%
  45. 45. of course sometimes retargeting is so right even when it’s wrong
  46. 46. 16-bit rewind Games used to be easy to pick up and play. Now, they are again. trend08
  47. 47. Rewards Hacks Competitions with people we know
  48. 48. casual games are changing the people who play 1 billion hours per dayplaying 5x more time than they spendon FacebookorYouTube 8 to 80 isthe newdemographicof gamers Newszoo, 2015
  49. 49. and how they’re playing together At home 75% of parentsnowplayvideogames with their children. And around the world “When we were kids,we usedto allsit around a tableand play CrazyEights.My cousinsare all overthe countryand we allhavebusylives.I probablywouldn'tinteractwith them very often except maybe at familyreunions,and Clash of Clansisjust anotherway to playwith them.” - LisaAnnColton-Fowler, a mom inBrownsville,Texas
  50. 50. are using their TV streaming boxes to bring casual gaming to the big screen.
  51. 51. focus in 2016?
  52. 52. 01 Create one live event that lives entirely online. Experiment with technology that lets multiple geographies share that virtual stage.
  53. 53. 02 Let your customers know when to come back. Push current news, knock on digital doors, be top of mind.
  54. 54. 03 Embrace the distraction. Create content for people who are absently scrolling, not just ones who are actively searching.
  55. 55. 04 Identify one way you can help bridge that digital divide. Bring the robust service and support to the people who need it most.
  56. 56. 05 Take a hard look at your interface. How can you hide some of the complexity of interacting with your brand? What would Jeff Bezos say if he heard your reasons why not?
  57. 57. 06 Get personalization right. Recognize something about your customer in every direct email, mail, or message you send.
  58. 58. 07 Think about gaming. Learn about how people play together and how they learn in competitive environments. Explore solutions that could make your own med ed more compelling for patients and professionals alike.
  59. 59. 08 Get your own robot. Not for marketing, just because they're awesome.
  60. 60. special thanks to our contributors Abigail Schmelzer Alex Brock Allison Pignatelli Amanda Joly Amardeep Lally Andreas Reinbolz Andrew Glenn Ann Manousos Brooke Glanzberg Chris Devine Chris Iafolla Christina Blosser Christopher Callahan Dan Smith Dave Sonderman Duncan Arbour Ed Hammerton Eduardo Menendez Elizabeth Stelzer Eric Davis Eric Sabo Francine Carrick Heather Irvine Ilya Tetelman James Tomasino Jason Sankey Jeffrey Giermek Jennifer Fleishman Jennifer Oleski Jessie Brown Joanna Voorhis Joe Desalvo John Mucha Joy Hart Juli Cavnar Kara Kinsey Kevin Coleman Kevin Nalty Kristianne Shanker Leigh Householder Liana Federico Logan Cooper Maggie Janco Marci Piasecki Mark Jazvac Mark Stechschulte Matt Mizer Matthew Bergen Melissa Morrow Michael Bonilla Michelle Casciola Naseem Allaf Nate Lemke Nicholas Capanear Nick Bartlett Nicole Sordell Nina Bressau Pat Etter Patrick Richards Rupert Dooley Salvatore Cannizzaro Sarah Brown Scott Page Stephanie Jones Susan Perlbachs Tom Callan Tom Mullins Tyler Sax Vaneeta Verma Vanessa Rivera Zach Gerber
  61. 61. information

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