Trends in Consumer Habits by Augustine Fou


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digital user trends - as users get more savvy and have more tools and info at their disposal, advertisers need to change they way they interact with them.

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  • When i'm creating the content, that's a focused task as well. I play with a railroad simulator that also has an editor. When I get to edit the environment, I'm very focused.
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  • I'd like to know what digital activities cause people NOT to multitask and instead focus intently. Like playing Call of Duty in multiplayer mode. I'm guessing that's a focused task. Then, what are the benefits of focused engagement and is there a greater ROI there?
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  • People are overwhelmed with the choices.
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Trends in Consumer Habits by Augustine Fou

  1. 1. Digital UserTrends Dr. Augustine Fou November 26, 2012.November 26, 2012 1
  2. 2. Users watch what they want Broadcast Cable Online Video mass audience niche audience individuals ‟80s-‟98 ‟99-‟12 ‟05-presNovember 15, 2012 2
  3. 3. Users go where they want … Content Portals Major Blogs Facebook Twitter audience sizeNovember 15, 2012 3
  4. 4. Users share more online … HTML Coding Blogs Social Networks <!DOCTYPE html> <html> <body> <h1>My First Heading</h1> <p>My first paragraph.</p> </body> </html> only developers writers/individuals everyone „90s 2000s ‟05-presNovember 15, 2012 4
  5. 5. Users search more often Users rely on search even Google reports more than 3 more frequently. billion searches per day Source: Pew Internet March 2012 Source: Business Insider 2012November 26, 2012 5
  6. 6. Users search more savvy Long tail terms imply users • Users are searching longer terms type longer phrases to get • Average query word count is more accurate search results. greater than 4 words, in 2012 Source: Optify 2012 Source: Chitika, Jan 2012November 26, 2012 6
  7. 7. Users use more mobile…November 26, 2012 7
  8. 8. Users multitask more… Source: Nielsen-Cross-Platform-Report-Q2-2012November 26, 2012 8
  9. 9. Users look for context … 378 reviews # of sharesNovember 26, 2012 9
  10. 10. Users trust peers most … 92% trust “recommendations from people I know” 47% trust “ads on TV” Source: Nielsen, April 2012 33% trust “online banner ads” 29% trust “text ads on mobile phones”November 26, 2012 … and ads the least. 10
  11. 11. So What? “Users are getting more savvy and are empowered with more tools and information. Advertisers need to provide more information and context to earn their trust, rather than rely on more shouting via ads.” - Dr. Augustine FouNovember 26, 2012 11
  12. 12. Dr. Augustine Fou – Chief Digital Strategist “I help clients leverage digital tools and techniques to create sustainable competitive advantage.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 ClickZ Articles: Slideshares: LinkedIn: 26, 2012 12