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GETTING AROUND
w
1
BEHAVIOURS 

IMPACTING
COMMUNICATIONS
COMMUNICATIONS 2
A highlight of four emerging behaviours that
are impacting the way we communicate.
COMMUNICATIONS
1. SOCIAL
SUPPORT
2. BOT
BANTER
3. SOCIAL
STREAMERS
4. SHARED
IDENTITIES
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%
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%
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%
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%
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%
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%
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%
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%
COMMUNICATIONS 12
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Consumer trends in communications 2017 : Canvas8

  • 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 WANT MORE?
 YOU CAN EXPLORE THE FULL REPORT FOR FREE HERE To discover more about behavioural insights www.canvas8.com