1) Mobile devices have become integral to people's lives and how they spend their leisure time. People use mobile devices to communicate, shop, research purchases, and be entertained.
2) Market research found that people spend a significant amount of their leisure time on mobile devices researching purchases even if they ultimately buy the item elsewhere. This presents an opportunity for brands to influence consumers' purchase journeys.
3) For mobile advertising to be effective, it needs to be relevant, creative, and provide a good user experience. People find irrelevant mobile ads intrusive and it negatively impacts their perception of brands. Tailoring ads to individuals increases people's likelihood of purchasing from those brands.
The document discusses several topics from Day 4 of the 2015 Mobile World Congress recap:
1) Developing markets are immediately adopting technologies like Google, Facebook, and Wikipedia, not just SMS services. Users in developing countries are joining the global conversation quickly.
2) Mobile banking helps solve issues with securing cash transactions and allows money transfers globally regardless of provider. Speakers called for more ubiquitous mobile banking systems.
3) PayPal outlined the four dominant mobile payment types including in-app, in-store, mobile point-of-sale, and hybrid online/in-store purchases.
4) The CEO of AVG believes trust is the new currency and is under threat. Simpler code,
Comment les nouvelles technologies bouleversent les habitudes de consommation ?Ipsos France
The document discusses how technology is transforming food shopping habits, with a focus on conversational commerce through chatbots and virtual assistants. Key points:
- Smartphones and social media have changed communication and made shopping more convenient.
- Chatbots allow interaction with retailers through messaging platforms like Facebook Messenger without separate apps. This has increased bookings for some retailers.
- Voice assistants like Alexa are gaining popularity and starting to enable voice-activated shopping and ordering.
- The use of these technologies for shopping is still in early stages but growing, and may eventually allow entirely frictionless, personalized shopping experiences through conversation.
The document discusses several trends in the evolution of entertainment media and technology:
1) Globalization and advancing technology are changing the landscape of entertainment media, allowing more people to create and distribute content globally to aspiring audiences.
2) The discovery of microchips powered the digital revolution and Internet connectivity, with Moore's Law doubling processor speeds every two years fueling widespread adoption of computers and mobile devices.
3) Digital media has grown rapidly due to the Internet, with mobile devices becoming the preferred platform and driving new opportunities in targeted mobile marketing and commerce.
4) Continued technological advances will further transform entertainment media and society in ways that are difficult to foresee but ensure endless possibilities.
The following whitepaper from IBM which throws more light on how digital marketers are leveraging technological tools to engage better with today’s digitally empowered customers.
Frontier(less) Retail—an Innovation Group report created in partnership with WWD, the leading fashion, beauty and retail authority—reveals a retail landscape that has become borderless, blurred and amorphous.
Consumer expectations are becoming limitless—whether it’s instant delivery, intuitive commerce or compelling store experiences. Interfaces for retail are moving beyond the smartphone into our home environments, and the digital and physical worlds are blurring in new ways.
The document discusses how technology has evolved and impacted people's lives. It describes how internet access has increased globally over time as more devices become connected. Smartphones are now the most widely used digital device. Google is overwhelmingly the most popular search engine for finding information online. Clothing and media are top selling product categories for the growing number of digital buyers. Video consumption on platforms like YouTube also continues rising with billions of daily views. Overall, technology is increasingly integral to many aspects of modern life from education and social connections to shopping and entertainment.
Assignment 2 task 1 - How consumers use technology and its impact on their livesLizCarey5
Elizabeth Carey is preparing a presentation for the South by Southwest conference on how consumers use technology and how it impacts their lives. In the presentation, Carey discusses how access to the internet has increased dramatically over time through various devices like smartphones, leading most people to go online daily. Carey also examines how consumers search for information, purchase goods online (with travel and fashion growing categories), and consume more video content through mobile devices. New technologies like artificial intelligence, voice assistants, and smart home devices are changing consumer behaviors further. Businesses must adapt to these trends, such as having an online presence and video content, in order to meet evolving consumer expectations.
The document discusses several topics from Day 4 of the 2015 Mobile World Congress recap:
1) Developing markets are immediately adopting technologies like Google, Facebook, and Wikipedia, not just SMS services. Users in developing countries are joining the global conversation quickly.
2) Mobile banking helps solve issues with securing cash transactions and allows money transfers globally regardless of provider. Speakers called for more ubiquitous mobile banking systems.
3) PayPal outlined the four dominant mobile payment types including in-app, in-store, mobile point-of-sale, and hybrid online/in-store purchases.
4) The CEO of AVG believes trust is the new currency and is under threat. Simpler code,
Comment les nouvelles technologies bouleversent les habitudes de consommation ?Ipsos France
The document discusses how technology is transforming food shopping habits, with a focus on conversational commerce through chatbots and virtual assistants. Key points:
- Smartphones and social media have changed communication and made shopping more convenient.
- Chatbots allow interaction with retailers through messaging platforms like Facebook Messenger without separate apps. This has increased bookings for some retailers.
- Voice assistants like Alexa are gaining popularity and starting to enable voice-activated shopping and ordering.
- The use of these technologies for shopping is still in early stages but growing, and may eventually allow entirely frictionless, personalized shopping experiences through conversation.
The document discusses several trends in the evolution of entertainment media and technology:
1) Globalization and advancing technology are changing the landscape of entertainment media, allowing more people to create and distribute content globally to aspiring audiences.
2) The discovery of microchips powered the digital revolution and Internet connectivity, with Moore's Law doubling processor speeds every two years fueling widespread adoption of computers and mobile devices.
3) Digital media has grown rapidly due to the Internet, with mobile devices becoming the preferred platform and driving new opportunities in targeted mobile marketing and commerce.
4) Continued technological advances will further transform entertainment media and society in ways that are difficult to foresee but ensure endless possibilities.
The following whitepaper from IBM which throws more light on how digital marketers are leveraging technological tools to engage better with today’s digitally empowered customers.
Frontier(less) Retail—an Innovation Group report created in partnership with WWD, the leading fashion, beauty and retail authority—reveals a retail landscape that has become borderless, blurred and amorphous.
Consumer expectations are becoming limitless—whether it’s instant delivery, intuitive commerce or compelling store experiences. Interfaces for retail are moving beyond the smartphone into our home environments, and the digital and physical worlds are blurring in new ways.
The document discusses how technology has evolved and impacted people's lives. It describes how internet access has increased globally over time as more devices become connected. Smartphones are now the most widely used digital device. Google is overwhelmingly the most popular search engine for finding information online. Clothing and media are top selling product categories for the growing number of digital buyers. Video consumption on platforms like YouTube also continues rising with billions of daily views. Overall, technology is increasingly integral to many aspects of modern life from education and social connections to shopping and entertainment.
Assignment 2 task 1 - How consumers use technology and its impact on their livesLizCarey5
Elizabeth Carey is preparing a presentation for the South by Southwest conference on how consumers use technology and how it impacts their lives. In the presentation, Carey discusses how access to the internet has increased dramatically over time through various devices like smartphones, leading most people to go online daily. Carey also examines how consumers search for information, purchase goods online (with travel and fashion growing categories), and consume more video content through mobile devices. New technologies like artificial intelligence, voice assistants, and smart home devices are changing consumer behaviors further. Businesses must adapt to these trends, such as having an online presence and video content, in order to meet evolving consumer expectations.
The Flux Paradox - Branding at the Speed of ChangeYoung & Rubicam
Insights on how brands can build loyalty at the speed of change - By Matt Godfrey, President of Y&R Asia.
The erosion of consumer loyalty, or 'The Flux Paradox', is being driven by rapid product innovation. This dwindling brand loyalty, in Asia at least, is borne out by Y&R’s own proprietary research ‘Generation Asia’; a survey conducted by Y&R Advertising and VML, of 34,000 people across 10 countries.
With thousands of sessions, a packed exhibit hall floor, hundreds of party and networking opportunities, and dozens of ancillary activities, this year’s SXSW Interactive, which took place March 7-11 in Austin, Texas, was a place ripe for curiosity and exploration. To paraphrase one panelist: SXSW is a living, breathing manifestation of the Internet and culture.
This report highlights 10 overriding themes from the 21st annual festival, based on on-the-ground reporting, input from JWT and Digitaria colleagues in attendance and secondary research.
Assignment 2: How consumers use technology and its impact on their livesCarolinaCoronado18
Digital technology has impacted the lives of consumers and businesses around the world. With access to the internet and the lowering cost of smart devices, audiences use the internet to improve their daily lives. In this connected world, access to information is seen as a necessity rather than a convenience.
Technology has profoundly impacted many aspects of modern life. People now rely on smartphones and apps to communicate, online shopping to purchase goods from home, and wearable devices to track health and fitness. Every aspect of life has been influenced by constant technological improvements. The internet is widely accessible and allows access to vast amounts of information. Younger people spend more time using TV-connected devices and digital platforms than watching traditional TV. Consumers conduct online searches and research using their smartphones and search engines before making purchases. Popular online purchases include fashion, travel, and entertainment. Video consumption has greatly increased on platforms like YouTube, with people spending more time watching online videos than Netflix or cable TV. Consumer trends are always changing as new technologies emerge and
How consumers use technology and the impact it has on their lives BebeDyl
This presentation explores how technology is utilised everyday by consumers, how they are increasingly becoming more dependent on technology for both help and entertainment purposes, and how the Internet is significantly advancing every day, affecting business, education, government and healthcare.
This document provides an overview of digital trends in Thailand for 2014. It notes that digital spending is increasing significantly each year and internet penetration is growing rapidly. Key trends discussed include the rise of social media and user-generated content, the shift to mobile platforms, growing importance of influencers and celebrities online, emphasis on health and fitness sharing, and Thais using social networks to contribute to social issues. The document also highlights expanding access to high-speed internet and the transition to new forms of communication like messaging apps replacing SMS.
The document discusses how new technologies are impacting libraries. It notes that print newspapers and magazines are declining while online news consumption on computers and mobile devices is rising. It also discusses how video and personalized, on-demand content are becoming more popular. The document questions how these trends will impact libraries and what libraries' roles could be regarding local news and entertainment access. It also explores issues around e-books, mobile devices, cloud computing, augmented reality, and ensuring library resources remain accessible and relevant in a changing technological landscape.
The internet has evolved greatly since its inception and now plays an integral role in consumers' everyday lives. It has given both consumers and businesses more freedom to access and share products and information. While there are some negatives like privacy and security concerns, the benefits of the internet outweigh these, as it allows easy research, communication, and online shopping. As technology continues advancing, the internet will likely influence consumers and businesses even more in the future.
2.0 assigment-1 task - British Academy of Digital MarketingValentina Solidani
The document discusses how digital technology and internet access has impacted people's lives. It provides statistics on internet usage such as over 4 billion people now using the internet with over half having broadband access. People on average spend 6 hours per day online. Mobile access to the internet has grown significantly with over 90% of social media usage now occurring on mobile devices. The average global internet speed is reported as 7.2 Mbps. Smartphones are increasingly how people access the internet with over half of total online time now spent on smartphones.
The document discusses trends around physical and digital communication. It notes that while digital communication has become very common, people are increasingly appreciating slower, more mindful communication through physical mail. Brands are finding ways to combine digital and physical elements by adding things like QR codes to mail that link to digital content or by digitizing physical mail. This fusion allows people to experience communication across both the physical and digital realms.
This document discusses the results of a study conducted by the mobile marketing agency Plastic Mobile to understand what engages consumers on mobile apps. The study found that successful retail mobile apps rely on visuals like images to engage consumers because images can be processed more instinctively than text. It also found that the opening experience, and how quickly an app loads, strongly impacts the user's first impression. The study evaluated apps from Pizza Pizza, Best Buy, and Hyatt, and found consumer sentiments toward Hyatt declined after a negative app experience. The document also discusses VF Corp.'s approach to mobile, including how some of its brands like The North Face use dedicated apps versus mobile-optimized sites.
This presentation covers some of the major trends in marketing that are now taking hold. It covers whether newspapers as we know them will survive, cable television, yellow pages and what will replace them as they die.
This document provides an overview of emerging trends to watch in 2016 across various sectors such as culture, technology, food/drink, travel, and brands/marketing. Some key trends highlighted include the growing emphasis on empathy in business, the increasing influence of China on Hollywood entertainment, a movement towards celebrating diversity and taboo-breaking discussions around women's health issues, and generation Z demanding influencers who combine their public profiles with social/political messages. The summary examines emerging themes across consumer behavior, media, and society.
The Digital Ecosystem and Implications for Marketing Research Adriana Rocha
A compilation of secondary data about the digital space in Latin America in 2014, and an analysis of the evolution of the relationship among brands and consumers, as well as the opportunities and impact created for Marketing Research.
OgilvyOne Worldwide and OgilvyAction set out to discover how the growing penetration of smartphones influences the way people build brand preference and select, purchase and experience products in three representative international markets: the United States, the United Kingdom and Singapore. Marketers and retailers alike need to know where to focus their energies and how they can make the biggest impact on their bottom lines. The report reveals some surprising insights - conclusions that go against conventional wisdom - and some thought starters to identify the opportunities ahead.
This document discusses research into how people connect through mobile devices. It finds that globally, people have owned mobile devices for an average of 12 years, making them still in their "teenage years" of mobile use. It identifies five themes regarding mobile connectivity: 1) Teenage Dreaming, where mobile behaviors are inconsistent like a teenager; 2) Figuring Out Relationships, as mobiles take the place of relationships and constant connectivity impacts relationships; 3) Who Are We Really?, as mobile personalities can differ from in-person personalities; 4) Smashing Stereotypes, as stereotypes of mobile users are broken; and 5) Keeping the Magic in Mobile, as brands can help maintain positive aspects of mobility. The
Technology Trends | How Technology Impacts Our LivesHellocomputer
Technology has significantly changed human behavior and society in recent years. The average attention span has decreased to 8 seconds due to information overload from the internet and smartphones. The rise of smartphones and constant connectivity through social media means relationships are built differently than in the past. However, literacy rates may be increasing as information is more accessible online and through mobile devices. Businesses are also adapting to these technological changes through crowdsourcing, mobile payment apps, sharing economies like Uber and Airbnb, and using smart user data to improve services. Wearable devices and health/fitness apps indicate technology is increasingly being used to track daily activities and improve individuals' well-being.
The Flux Paradox - Branding at the Speed of ChangeYoung & Rubicam
Insights on how brands can build loyalty at the speed of change - By Matt Godfrey, President of Y&R Asia.
The erosion of consumer loyalty, or 'The Flux Paradox', is being driven by rapid product innovation. This dwindling brand loyalty, in Asia at least, is borne out by Y&R’s own proprietary research ‘Generation Asia’; a survey conducted by Y&R Advertising and VML, of 34,000 people across 10 countries.
With thousands of sessions, a packed exhibit hall floor, hundreds of party and networking opportunities, and dozens of ancillary activities, this year’s SXSW Interactive, which took place March 7-11 in Austin, Texas, was a place ripe for curiosity and exploration. To paraphrase one panelist: SXSW is a living, breathing manifestation of the Internet and culture.
This report highlights 10 overriding themes from the 21st annual festival, based on on-the-ground reporting, input from JWT and Digitaria colleagues in attendance and secondary research.
Assignment 2: How consumers use technology and its impact on their livesCarolinaCoronado18
Digital technology has impacted the lives of consumers and businesses around the world. With access to the internet and the lowering cost of smart devices, audiences use the internet to improve their daily lives. In this connected world, access to information is seen as a necessity rather than a convenience.
Technology has profoundly impacted many aspects of modern life. People now rely on smartphones and apps to communicate, online shopping to purchase goods from home, and wearable devices to track health and fitness. Every aspect of life has been influenced by constant technological improvements. The internet is widely accessible and allows access to vast amounts of information. Younger people spend more time using TV-connected devices and digital platforms than watching traditional TV. Consumers conduct online searches and research using their smartphones and search engines before making purchases. Popular online purchases include fashion, travel, and entertainment. Video consumption has greatly increased on platforms like YouTube, with people spending more time watching online videos than Netflix or cable TV. Consumer trends are always changing as new technologies emerge and
How consumers use technology and the impact it has on their lives BebeDyl
This presentation explores how technology is utilised everyday by consumers, how they are increasingly becoming more dependent on technology for both help and entertainment purposes, and how the Internet is significantly advancing every day, affecting business, education, government and healthcare.
This document provides an overview of digital trends in Thailand for 2014. It notes that digital spending is increasing significantly each year and internet penetration is growing rapidly. Key trends discussed include the rise of social media and user-generated content, the shift to mobile platforms, growing importance of influencers and celebrities online, emphasis on health and fitness sharing, and Thais using social networks to contribute to social issues. The document also highlights expanding access to high-speed internet and the transition to new forms of communication like messaging apps replacing SMS.
The document discusses how new technologies are impacting libraries. It notes that print newspapers and magazines are declining while online news consumption on computers and mobile devices is rising. It also discusses how video and personalized, on-demand content are becoming more popular. The document questions how these trends will impact libraries and what libraries' roles could be regarding local news and entertainment access. It also explores issues around e-books, mobile devices, cloud computing, augmented reality, and ensuring library resources remain accessible and relevant in a changing technological landscape.
The internet has evolved greatly since its inception and now plays an integral role in consumers' everyday lives. It has given both consumers and businesses more freedom to access and share products and information. While there are some negatives like privacy and security concerns, the benefits of the internet outweigh these, as it allows easy research, communication, and online shopping. As technology continues advancing, the internet will likely influence consumers and businesses even more in the future.
2.0 assigment-1 task - British Academy of Digital MarketingValentina Solidani
The document discusses how digital technology and internet access has impacted people's lives. It provides statistics on internet usage such as over 4 billion people now using the internet with over half having broadband access. People on average spend 6 hours per day online. Mobile access to the internet has grown significantly with over 90% of social media usage now occurring on mobile devices. The average global internet speed is reported as 7.2 Mbps. Smartphones are increasingly how people access the internet with over half of total online time now spent on smartphones.
The document discusses trends around physical and digital communication. It notes that while digital communication has become very common, people are increasingly appreciating slower, more mindful communication through physical mail. Brands are finding ways to combine digital and physical elements by adding things like QR codes to mail that link to digital content or by digitizing physical mail. This fusion allows people to experience communication across both the physical and digital realms.
This document discusses the results of a study conducted by the mobile marketing agency Plastic Mobile to understand what engages consumers on mobile apps. The study found that successful retail mobile apps rely on visuals like images to engage consumers because images can be processed more instinctively than text. It also found that the opening experience, and how quickly an app loads, strongly impacts the user's first impression. The study evaluated apps from Pizza Pizza, Best Buy, and Hyatt, and found consumer sentiments toward Hyatt declined after a negative app experience. The document also discusses VF Corp.'s approach to mobile, including how some of its brands like The North Face use dedicated apps versus mobile-optimized sites.
This presentation covers some of the major trends in marketing that are now taking hold. It covers whether newspapers as we know them will survive, cable television, yellow pages and what will replace them as they die.
This document provides an overview of emerging trends to watch in 2016 across various sectors such as culture, technology, food/drink, travel, and brands/marketing. Some key trends highlighted include the growing emphasis on empathy in business, the increasing influence of China on Hollywood entertainment, a movement towards celebrating diversity and taboo-breaking discussions around women's health issues, and generation Z demanding influencers who combine their public profiles with social/political messages. The summary examines emerging themes across consumer behavior, media, and society.
The Digital Ecosystem and Implications for Marketing Research Adriana Rocha
A compilation of secondary data about the digital space in Latin America in 2014, and an analysis of the evolution of the relationship among brands and consumers, as well as the opportunities and impact created for Marketing Research.
OgilvyOne Worldwide and OgilvyAction set out to discover how the growing penetration of smartphones influences the way people build brand preference and select, purchase and experience products in three representative international markets: the United States, the United Kingdom and Singapore. Marketers and retailers alike need to know where to focus their energies and how they can make the biggest impact on their bottom lines. The report reveals some surprising insights - conclusions that go against conventional wisdom - and some thought starters to identify the opportunities ahead.
This document discusses research into how people connect through mobile devices. It finds that globally, people have owned mobile devices for an average of 12 years, making them still in their "teenage years" of mobile use. It identifies five themes regarding mobile connectivity: 1) Teenage Dreaming, where mobile behaviors are inconsistent like a teenager; 2) Figuring Out Relationships, as mobiles take the place of relationships and constant connectivity impacts relationships; 3) Who Are We Really?, as mobile personalities can differ from in-person personalities; 4) Smashing Stereotypes, as stereotypes of mobile users are broken; and 5) Keeping the Magic in Mobile, as brands can help maintain positive aspects of mobility. The
Technology Trends | How Technology Impacts Our LivesHellocomputer
Technology has significantly changed human behavior and society in recent years. The average attention span has decreased to 8 seconds due to information overload from the internet and smartphones. The rise of smartphones and constant connectivity through social media means relationships are built differently than in the past. However, literacy rates may be increasing as information is more accessible online and through mobile devices. Businesses are also adapting to these technological changes through crowdsourcing, mobile payment apps, sharing economies like Uber and Airbnb, and using smart user data to improve services. Wearable devices and health/fitness apps indicate technology is increasingly being used to track daily activities and improve individuals' well-being.
The document discusses how technology and internet access have impacted people's lives. It describes how internet access is now seen as a necessity, with most people using smart devices to access the internet on a daily basis. Various digital devices like smartphones, laptops, and tablets are used to find information, be entertained, shop online, and more. The internet has revolutionized communication globally and allows information to be shared instantly. Consumer trends around online video consumption, e-commerce, voice assistants, and more are also discussed to show how technology continues evolving to meet people's needs.
A HARVARD BUSINESS REVIEW ANALYTIC SERVICES REPORT MICRO-MOMENTS AND THE SHOP...Bryce Nelson
Mobile devices have led to a shift where people now fulfill needs and wants in "micro-moments" throughout the day instead of in long sessions. These micro-moments are opportunities for brands to be useful to consumers. While mobile starts many shopping journeys, people often continue on other devices and finish purchases in-store. To be successful, brands need to understand these micro-moments and follow consumers across all devices and channels.
The document discusses research conducted by Yahoo! on how consumers use the mobile internet. Some key findings include:
1) Mobile internet usage can be categorized into seven "modes" - connect, search, entertain, manage, inform, shop, and navigate. The most common modes are connect, search and entertain.
2) Consumers exhibit different mindsets depending on the mode they are using. For example, inform and entertain modes elicit feelings of engagement, while shop mode causes concern and anxiety.
3) Understanding these modes and mindsets is important for advertisers to optimize mobile ads. For example, ads have high recall in shopping mode when consumers are receptive to new products, and manage/navigate modes when
The document discusses the history and growth of the internet from its origins in the 1950s to the present day. It outlines how the internet has evolved from a system connecting computers to share information to becoming integrated into almost every aspect of modern life. Billions of people now access the internet daily through various digital devices. The widespread availability and use of the internet has revolutionized commerce through e-commerce, with online sales growing rapidly to exceed $5 trillion globally. Marketers can now closely target consumers by analyzing their online behavior and preferences.
Presentation Script Notes. HOW AUDIENCES USE TECHNOLOGY AND ITS IMPACT ON THE...MartaCaceres10
The document discusses how technology and the internet have revolutionized communications and become integrated into everyday life. It notes that more than 4.5 billion people worldwide now use the internet, with people constantly connected through their devices. It also examines how consumer trends and business have adapted to increased technology usage, with people conducting more activities like socializing, shopping, and learning online.
This document discusses the rise of big data from mobile devices. It notes that mobile usage has overtaken desktop globally, with over 400 million photos and 64 billion messages shared daily. The document outlines different types of active and passive data generated from mobile and how this data is being used, including tracking relationships on Facebook and monitoring health and poverty levels. It closes by discussing future trends like wearables and how mobile data could be harnessed for medical research.
PROSUMER REPORT DIGITAL AND THE NEW CONSUMERHavasWWSpain
This document summarizes the key findings of a survey about digital commerce and consumer shopping habits. The survey found that:
- Most consumers now feel comfortable making purchases online and via mobile devices, though security concerns still exist for many.
- People are increasingly blending online and offline research and activities to make purchase decisions in a seamless way across channels.
- Social media has become an important way for consumers to communicate with brands and get opinions from others.
Mobile apps have unlocked hidden potential for marketing through mobile automation. When developed effectively, apps can dramatically boost conversion rates through interactive campaigns. Successful apps are original, mobile-friendly, and offer clear benefits to users like engaging experiences or convenience. Marketers are leveraging apps' ability to capture full user attention on mobile devices to create synergies between online and offline interactions.
This document discusses the evolution of digital marketing from the 1960s to present day. It notes that while the internet began for data sharing between researchers, it is now used by billions of people worldwide for various purposes. The document outlines how internet access has grown tremendously over the decades. It also examines how consumers search for information online, what they typically purchase, video consumption trends, and how consumer behaviors and expectations have changed with rising technology adoption and access.
Digital technology has greatly impacted lives by enabling better communication through video calling services. This has allowed families and friends to stay connected during the pandemic. While computers were initially very large, expensive, and limited to universities and the military in the 1950s, the internet has since revolutionized to become integrated into everyday life for many consumers. People now use various digital devices and access the internet for activities like online shopping, banking, messaging, and watching videos. However, overreliance on technology can also have negative effects like internet addiction, loss of impulse control, and costs associated with internet access.
Top Trends from SXSW Interactive 2014. The Big Roundup.Ashika Chauhan
SXSW wasn’t just about one or two pieces of new tech, what it actually felt like was a glimpse into the not-so-distant future.
Trends you might of heard of like wearables, data and the internet of things are still around, but they’re beginning to grow-up and different industries are beginning to be disrupted as a result.
More than anything, the conference instilled a sense of responsibility in me. The decisions we make today, as people, as agencies and as brands will define the future we live in tomorrow.
The deck covers the most prominent trends from this year. I'd love to hear your thoughts, say hello @ashikachauhan.
Ashika Chauhan is Big’s Digital Experience Director and is passionate about creative innovation.
Digital marketing trends: Top consumer trends and new Brand Engagement Rules Ioana Barbu
What makes consumers react and shop today, in a more and more digital world? Here are 5 top trends you need to follow in order to make sure you engage with your audience they way they need and expect you to.
Understand the cross-device consumer in just 15 minutesJim Nichols
To get the most out of your marketing and advertising programs, it’s essential that you understand today’s consumer and the multi-device phenomenon of how they connect, communicate, shop and buy. Get the facts about cross-device consumer behaviors, and then four tips on how to use them to your brand advantage.
Cross-device usage
Mobile’s share of total connected time
The "mobile-only" and "mobile-mostly" connected consumer
Cross-device purchasing
Download this compelling information today so you can develop a cross-device strategy that delivers better ROI.
Understand the cross-device consumer in just 15 minutesConversant, Inc.
To get the most out of your marketing and advertising programs, it’s essential that you understand today’s consumer and the multi-device phenomenon of how they connect, communicate, shop and buy. Get the facts about cross-device consumer behaviors, and then four tips on how to use them to your brand advantage.
Cross-device usage
Mobile’s share of total connected time
The "mobile-only" and "mobile-mostly" connected consumer
Cross-device purchasing
Download this compelling information today so you can develop a cross-device strategy that delivers better ROI.
Tracking Mobile: The Rise of Smartphones in MarketingAnindya Ghose
By studying mobile usage data from four countries, the author outlines several key findings on how mobile data can provide insights for marketers:
1) Variance in a consumer's travel patterns is a stronger predictor of mobile internet usage than the average travel pattern. Mobile ads were more effective when consumers deviated from their standard travel path.
2) Redemption of mobile coupons increased non-linearly as consumer proximity to a store increased. Improving an ad's rank on the mobile screen had a similar impact as a 12% price reduction.
3) Combining location with time (geo-fencing) provides a more powerful targeting strategy than using location or time individually. Offers sent one day before an event
This document discusses how mobile devices are changing consumer shopping behavior in 7 key ways:
1. Mobile is becoming the primary platform for online shopping research and purchases, with the majority of digital shoppers expected to be mobile shoppers by 2016.
2. Reviews and customer content significantly increase mobile conversion rates. Including these on mobile sites and apps can boost sales.
3. Holiday shopping sees spikes in mobile traffic, and mobile shoppers who use their devices over the holidays tend to continue mobile shopping year-round.
4. While mobile showrooming does impact purchases, it can also drive in-store sales if retailers encourage mobile research and offer price matches.
5. Store-specific
The document provides an overview of advertising strategies for engaging audiences across multiple media platforms simultaneously. It discusses how brands can capitalize on the trend of "dual-screening" by synchronizing content between television programming and social media platforms. It also presents case studies of how Tesco has successfully utilized mobile marketing and loyalty programs, and proposes a new brand campaign for Sure for Men deodorant focused on redefining concepts of masculinity. The document concludes by recommending that brands partner with data and technology experts to develop more immersive experiences across emerging platforms like augmented reality, smart home devices, and voice assistants.
4. 4
“
Introduction from Quantcast
Everywhere you look, people are using
mobile devices. On public transport we’re
embracing our mobile devices to read,
catch up on work, watch videos or keep in
touch with friends. In the street we’re using
maps to find our way to our destination,
looking up places to eat, drink and buy
food or get a cab. At home we use them
to chat to friends, check recipes, order the
groceries, figure out the name of that actor
on our favourite TV show, read a book and
catch up with the news.
And it shows no sign of abating.
Smartphones overtook laptops as the
primary device for British internet access in
August last year, according to Ofcom, the
UK communications regulator. And, said
Ofcom, two-thirds of people now own a
smartphone, which they use for nearly two
hours a day to get online.1
Some of that growth is clearly driven by
ever-improving mobile data infrastructure.
Ofcom noted last year that people with 4G
are much bigger users of mobile shopping,
banking and communications apps than
those without, with 55% of 4G users using
their devices to shop compared to 35% of
those with 3G-enabled smartphones.
As mobiles have become a much more
vital part of our lives, some analysts are
even questioning the need for traditional
PCs. The analyst Benedict Evans remarked
at the end of last year: “Will you always
need a mouse and keyboard and Excel or
PowerPoint for ‘real’ work? Probably not —
those will linger on for a long time … but all
the software will change. It will move to the
cloud and on to ‘mobile’ devices … and be
reshaped by them.”2
In short, improvements in infrastructure
mean that our mobile devices have not
only become important parts of our lives,
they’ve become our friends. For many
people, they’re not just devices, they are an
important part of our “me” time, the time
we spend doing things we enjoy away from
work or family commitments.
“The mobile device
has become our
communications hub,
our diary, our
entertainment portal,
our primary source of
media consumption, our
wallet and our gateway
to real-time information
tailored to our needs.
The revolution is now.”
Nihal Mehta
Founding General Partner,
ENIAC Ventures
1
Ofcom, August 2015
2
Benedict Evans, 16 Mobile Theses, December 18 2015
4
5. 5
At Quantcast, in the markets we operate in,
we see connected users, across four billion
devices, 50% of which are mobile. When we
analysed this data we found some interesting
insights relevant to those customers building
a mobile strategy. It is these insights — and
our natural curiosity — which prompted us
to go directly to consumers in the UK, France
and Germany to find out more about their
mobile phone habits and perception of mobile
advertising. We wanted to share the findings
with everyone else.
Matt White
UK Managing Director, Quantcast
5
6. 6
“
REMODELLING “ME” TIME
According to research 88% of us look at our
mobile phones within an hour of waking up.3
With mobiles so ubiquitous and indispensable
in our lives, we decided to look more closely at
exactly what it is we’re doing with our devices
during the time we spend on them.
One key leisure activity — shopping — has been
transformed by the mobile device. In today’s
digitally led world, you no longer have to go
out to the shops: we can do careful research at
our leisure, compare other consumers’ views
from the sofa and make purchases without
leaving the comfort of our own home and we
can share what we’re interested in with our
friends, whether that’s buying a car or going to
see Adele in concert. So perhaps we shouldn’t
be surprised that mobile shopping is on an
upward trajectory. Today a third of us shop on
our mobiles and on average we’re researching
purchases five times a day.
Christmas is of course the key time for mobile
shopping: John Lewis in the UK reported in
January that online sales via smartphones and
tablets had grown 31% in the six weeks up to
the new year compared to the same period
the previous year, while Internet Retailing said
that 41% of us were using our mobile devices to
check for better prices online rather than going
out into the cold to bricks-and-mortar shops.5
As Benedict Evans remarked at the end of last
year: “Mobile is the internet … smartphones
are mostly used when you’re sitting down …
and their capabilities make them much more
sophisticated as internet platforms than
the PC.”6
3
Deloitte Mobile Consumer 2015: The UK Cut, https://www.deloitte.
co.uk/mobileuk/assets/pdf/Deloitte-Mobile-Consumer-2015.pdf
4
John Lewis trading update, January 6 2016
“Your mobile device
has quickly become the
easiest portal into your
digital self.”
– Phil Nickinson, Editor of Android Central
6
7. 7
5x/day
Even keeping fit has been revolutionised by
our mobile devices: we use them to keep
track of our workouts, set goals and share
achievements with our friends. Our mobiles
are more than just personal devices: they
are firmly rooted in — and are transforming
— our “me” time.
7
On average we research
purchases on mobile five
times a day
8. 8
HOW “ME” TIME IS EVOLVING
We know that mobile devices are playing an
increasingly important role in our lives, but what
about how we use them while we’re relaxing?
We live in a world where looking up something
online or browsing through the sales no longer
means you have to fire up a laptop or a desktop:
we can do that from the sofa, while we’re out
with friends, even while we’re in bed. Looking up
things has never been easier or quicker, thanks
to the growth in devices, improved software and
faster connection speeds.
And we make sure we’ve got our mobiles with
us during our “me” time precisely so that we can
do these things when we think about it rather
than waiting until we’re in front of a traditional
PC. So what do we do in our “mobile me time?”
Communicating
Primarily we communicate with friends and
family — 84% of say we use our mobiles in our
downtime to text and message, while 61%
of us access social media. Life admin is also
something we spend a lot of time doing via our
mobiles. 20% say the time we spend paying bills
and making notes has gone up over the past
year, while nearly 25% expect to spend more
time on life admin via our devices over the next
year.
Entertainment and Fitness
Other “me” time activities include watching or
listening to music and films, playing games, and
taking photographs. And what about fitness and
exercise? 18% of us say we track fitness on our
devices, with the same proportion expecting to
spend even more time keeping an eye on their
runs, workouts, steps and other fitness-related
activities over the next 12 months.
“
“Mobile means ‘on the go’
proximity, 95% agree that
it best allows them to keep
in touch on the move”
– IAB UK7
7
IAB UK, ‘Three device lives: tablets in context’
9. 9
These are all activities that present an
opportunity for advertisers: when we are already
doing things that are important to us, we are
more likely to respond positively to relevant and
appropriate advertising.
Shopping
We are increasingly using this “me” time to
shop. A third of consumers said they use their
mobile phone to shop, with 26% saying they
expect to spend even more time shopping on
their mobiles in the next 12 months. In fact on
average consumers make a purchase on their
mobile phones once a week. Consumers in the
age bracket 25–34 make an average of two
purchases a week.
With these highly personal activities being
increasingly closely tied to our use of mobile
devices, this growth of “me” time is a fantastic
opportunity for brands to reach consumers, not
only to bring opportunities for purchasing on to
our devices, but also to help us make decisions
about what to buy.
Did you know?
25-34 year olds make on
average two purchases
on mobile a week
10. 10
8
Benedict Evans, Forget about the mobile internet, September 4 2015
A CONSUMER RESEARCH TOOL
A key area of growth when it comes to mobile
usage is researching consumer items and online
shopping. 41% of us on average use our mobiles
for researching and making choices about what
to spend our money on (51% if you are aged 25
to 34).
This is a trend that advertisers need to take
note of. We no longer spend our time online
sitting at a desk in front of a PC. As Benedict
Evans points out, mobile “means ubiquity —
universal access to the internet for anyone at
any time.”8
That means that rather than firing
up a PC specifically to perform a task, we can
research and buy items and services when the
impulse hits us – and many of us are doing
just that.
The idea that advertisers should not just
be looking to sell on a specific device, but
understand that there is the potential to
reach their audience on one to influence
behaviour on another was something that
piqued. So we decided to mine our own troves
of data to get a deeper understanding of what it
really means.
Quantcast’s proprietary data on mobile
behaviours highlighted that while consumer
propensity to convert (e.g. purchase) on mobile
varies greatly by industry, they consistently
rely heavily on their mobile phones to research
purchases. For instance, we found that
consumers are three times more likely to
research travel purchases on their mobile
phones, than they are to make the purchase
itself. So when speaking directly to consumers
for this report we wanted to look in to this
more closely.
“
“The smartphone is the sun
and everything else orbits
around it”
– Benedict Evans
of us on average use our
mobiles for researching
41%
11. 11
A significant number of consumers are
researching purchases on their mobile phones.
So what does this mean for advertisers?
It means that mobile phones are now a
shopping catalogue. Our “mobile me-time”
is often focused activity directed towards
researching a purchase – even if we go on
and make that purchase in another way, on
another device. For advertisers that may
have disregarded mobile previously because
conversion rates are low, it opens up a vast
opportunity for mobile to deliver relevant
brand advertising and influence the consumer’s
purchase journey.
Clothing
Technology
Accessories
Cosmetics
Holidays
Showtickets
Groceries
Sportstickets
Automotive
Financialproducts
Insurance
Percent of consumers who research on their
mobile phones
51%
47% 45%
41%
38% 37% 36%
33% 33% 32% 30%
12. 12
“
“Everyone is not your
customer”
– Seth Godin
THE BRAND OPPORTUNITY
But there’s more to this picture of consumers
using their mobile devices for an increasing
range of personal activities. As well as knowing
what consumers are doing with their devices
and how this is changing, there is also a need to
understand how useful or relevant they find the
adverts they are receiving — and when and how
that differs.
The overriding message from the research was
this: brands need to be more mindful about
their mobile advertising strategy; if they are,
there is room to increase brand awareness and
drive direct response. 64% of us say we have
been influenced to purchase by an advert we
have seen on our mobile phones — a figure that
goes up to 80% among 16 to 34 year olds.
And here’s an important point for brands:
it’s easy to annoy someone on their devices.
Because our mobiles are so personal, we resent
something appearing that isn’t useful. Currently
51% of consumers find mobile adverts more
intrusive than adverts received on their desktop
or tablet. While half admit that advertising
received on their mobile phones that isn’t
relevant to them negatively impacts their overall
perception of a brand — a frustration felt more
acutely by 16–34 years olds (54%) than older
generations.
So how can advertisers get it right?
Consumers have higher expectations of
mobile advertising than other forms. 37%
of consumers said that they expect adverts
received on their mobile phones to be more
relevant than on other devices, while 40% say
that they wish mobile advertising was more
creative or engaging. And again it’s the younger
generations that have higher expectations, with
50% expecting more relevancy and creativity.
What is the impact of more relevant mobile
advertising?
A third (33%) say they would be more likely to
purchase from a brand that only showed them
adverts relevant to them — an average that
jumps to 43% among 16–34 year olds. More
than a third of consumers (36%) admitted they
would be more influenced by more creative
adverts — again the average increases (48%)
among 16–34 year olds.
of 16-34 year olds say they
have been influenced to
purchase by a mobile advert
80%
13. 13
What else can brands do to reach would-be
consumers?
Another important aspect is user experience:
make it easy and more of us follow through on
our purchases.
A fifth of us warn that the user experience is not
good enough to complete a purchase on our
mobile devices, while 17% say that a site or app
requires too much detail to be inputted. This
seems to reflect the broad concern about the
amount of data that are captured while we are
online. A further 15% say they wanted to see the
item in person.
What do consumers want?
From the findings we believe there is a real need
for adverts to be smarter and more relevant. Do
that, and consumers are more likely to use their
precious “me-time” to engage with and act on
adverts. And it’s not just about relevance; to
be a success, brands need to make sure their
adverts are creative or clever or appeal to the
emotions are more effective.
of consumers agree that they
would be more accepting of
mobile advertising if it was
relevant to them
59%
14. 14
CONCLUSION
What should brands do to improve their mobile
advertising effectiveness?
The answer is: know your audience.
Mobile is growing and will continue to grow.
Advertisers need to make sure the products
and services they are selling are welcome in
consumers’ precious “me” time, that they are
not intrusive, that they are relevant and that
they are creative.
Advertisers need to work with the technology to
increase relevance. That means using the right
tools – music, video, images, words – in the right
place at the right time, and making sure the
right people see those messages.
Knowing your technology and knowing your
user should be at the forefront of
advertisers’ minds.
Brands that fail to recognise these important
trends will be left behind – and will lose out to
their competitors. For brands, 2016 should be
the year that they focus not only on who their
consumers are, but how they live their lives and
how their devices fit into their lives.
15. 15
Research methodology
The research was commissioned by Quantcast
and conducted by Censuswide, with 3,704
consumers in the UK, France and Germany with
a mobile phone aged 16+ between 04/12/15
– 06/01/16. Censuswide abide by and employ
members of the Market Research Society which
is based on the ESOMAR principles.
The research sought to understand people’s
use of their mobile device in their “me time” and
specifically how users browse on their mobiles,
specifically through a browser as opposed to
within an application. For the purposes of the
study “me time” was defined as the time spent
relaxing.
The research comprised quantitative research
across three geographies: UK, France and
Germany. Across all geographies we completed
3,704 online interviews with consumers. The
panel was representative of each country based
on age and gender. Panellists are recruited with
a double opt-in process to check and confirm
that they wish to join.
All research conducted by Censuswide
adheres to MRS Codes of Conduct (2010) in
the UK. Within these parameters there are
guidelines that ensure all research is carried
out in a professional and ethical manner.
Furthermore as members of ESOMAR and
AIMRI Censuswide abide by the ICC/ESOMAR
International Code on Market and Social
Research.
Censuswide is registered with the
Information Commissioner’s Office and is
fully compliant in accordance with the Data
Protection Act. The company is also certified
under Quality Assurance Scheme IS0 9001.
The details of the demographic and
geographic breakdowns within the online
sample are shown in the tables on the right:
Geography Size of sample Proportion of study
UK 1254 33.85%
France 1242 33.53%
Germany 1208 32.61%
Age Size of sample Proportion of study
16 – 24 832 22.46%
25 – 34 671 18.11%
35 – 44 680 18.36%
45 – 54 782 21.11%
55+ 738 19.92%
Gender Size of sample Proportion of study
Male 1815 49.00%
Female 1889 50.99%
16. 16
“
Why Quantcast?
Truly relevant brand and performance
advertising
Our research has clearly identified the growing
importance of mobile devices to individuals,
and this is only going to increase. Computing
is increasingly mobile rather than desk-based,
and research indicates that the day is rapidly
approaching when we will spend more time
online via mobile devices than all other devices
combined.
Since 2006 Quantcast have built one of the
world’s most sophisticated data-intelligence
platforms that unlocks proprietary data
generated by more than 100m global digital
destinations which give us visibility into four
billion devices of which two billion are mobile.
We understand better than anyone, people’s
online behaviours and intent – this data allows
us to deliver full funnel, brand and performance
advertising solutions from awareness to
purchase, at scale.
16
Get in touch
To find out more about what we can do
for you, email us at UK@Quantcast.com.