Download as PDF, PPTX
Uploaded bySara Öhrvall
Styrelsekollegiet
The document discusses the evolving landscape of consumer behavior and urban living in relation to digital media and commerce by 2014. It highlights trends such as mobile business adaptation, collaborative consumption, and smart mobility in increasingly populated cities. It predicts shifts towards delivery-focused services, experiential retail, and the quantification of personal data impacting consumer habits.
Styrelsekollegiet
- 1. Digital Media Map2012 Media Disruption: Endless Market Opportunities 2 0 1 4 THE DAILY LIFE OF TOMORROW’S CONSUMER Sara Öhrvall @saraohrvall
- 2. ! 1. NEW CONSUMERBEHAVIOR ! 2. LIFE IN THE MODERN CITY ! 3. DIGITAL COMMERCE ! 4. DAILY NEEDS ! !
- 3. ! 1.NEW CONSUMER BEHAVIOR ! 2.LIFE IN THE MODERN CITY ! 3. DIGITAL COMMERCE ! 4. DAILY NEEDS ! !
- 4. 2008 NÄSTA STEG: VAR ÄRDEN DIGITALA MEDIEKONSUMENTEN PÅ VÄG?
- 5. 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 Global Mobile AppDownloads (Millions) 2008 2009 2010 2011 2012 2013 APPMANIA
- 6. BY THE NUMBERS: INFORMATIONOVERLOAD Number of times the average user checks his or her phone per day 150
- 7. OPINIONS ARE ACTIONS Writingthat weds reporting about issues with directives for making a difference.
- 8. BY THE NUMBERS: SOCIALACTION
- 9.
- 10. ! 1.NEW CONSUMER BEHAVIOR ! 2.LIFE IN THE MODERN CITY ! 3. DIGITAL COMMERCE ! 4. DAILY NEEDS ! !
- 11. A CLOSER CITYLIFE CHANGES IN THE WAY WE LIVE BY 2050,THE HUMAN POPULATIONSWILL HAVE REACHED 9 BILLION PEOPLEWITH 75% OFTHEWORLD’S INHABITANTS LIVING IN CITIES ! ! •LESS MOVEMENT, LESS TRANSPORT •As the cities grow, we no longer want to move across the city area. When transport takes longer than 1 hr/day, people start to look for nearby solutions. (Federal Highway Administration) ! •LESS INTEREST IN CARS •Total number of kilometers driven by cars globally has decreased every year since 2007, we are less interested in cars and fewer people take a drivers license. Millennials don’t want to own cars (OECD). ! • CASE: The Great City in Chengdu, China will attract 80 000 new inhabitants to a car free city center and in Masdar, United Arab Emirates, 50 000 people will live CO2-neutral without cars. ! ! !
- 12. MOBILE BUSINESS TOEVOLVE ! •From food trucks to any-product-trucks ! •Pop-up stores, usually reserved for apparel retailers, will diversify as well. ! • CASE: Republic Spaces, a marketplace that helps retailers rent out their extra space to emerging designers ! • CASE: Boxpark Shoreditch, the worlds first cargotechture container shopping mall opened in 2011 ! •CASE: The Movable Movie Theatre by Yasuke Yamamoto's theater is able to fit in to a shipping truck, then fold out like a Russian doll THANKSTO MOBILE POSITIONING SYSTEMS AND CLOUD SERVICES, PEOPLE DO BUSINESS IN POP-UP AND ON-THE-GO STORES FROM ANYWHERE POP-UP SERVICES CHANGES IN THE WAY WE LIVE
- 13. SERVICES, PUBLIC &PRIVATE, OUTSOURCED TO MICRO SPACES CLOSE TO CITIZENS’ DAILY FLOW ! • We will see more of urban intervention: reclaimed parking spaces, abandoned rail tracks and roofs and citizen involvement: micro spaces given to citizens to innovate & co-create for a better living environment ! CASE: The little free library, libraries available where people are - as at bus stops and in public parks CASE: Living Innovation Zones (San Francisco). Areas where the city encourage citizens to innovate CASE: Urban farming: The number of green roofs in the US grew by more than 35% last year. (Green Roofs for Healthy Cities) IN OVER-POPULATED CITIES, PEOPLEWILL LIVE IN SMALLER SPACES - EVERY OUTDOOR SPACE WILL BE NEEDEDTO IMPROVE LIFE QUALITY:THE LIVING ROOM MOVES OUT INTHE STREET MICRO SPACES CHANGES IN THE WAY WE LIVE
- 14. SMART MOBILITY CHANGES INTHE WAY WE MOVE STUFF AROUND TRANSPORT WILL BE SMARTER, AND THERE IS LESS NEED FOR TRANSPORT DUE TO E-COMMERCE & DRONE DELIVERIES ! • The flying car era will really begin around 2015 with flying drones, used by FedEx, UPS, Pizza Hut, Safeway. ! • Drones will also enable homes to be taken off the grid with delivery of water and electricity (changing out batteries for the home), trash and sewage pickup. (DaVinciInstitute) ! •Driverless cars. Estimates by some leading experts state that traffic flow could improve by as much as 40-50% just by using driverless technology. That means less idling at the traffic lights, and less pollution. (BBC) !!! •CASE: Hiriko CityCar, a foldable, electric, and shareable two-passenger vehicles designed for on-demand use. The CityCar is on the verge of being commercially available in Europe by MIT industrial sponsors this year. MOBILITY EFFICIENCYWILL BE REACHEDWITH SMARTTRAFFIC LIGHTS, LIVE NAVIGATION APPS, BIKE HIGHWAYS AND MULTI-MODALTRANSIT HUBS
- 15. WEARABLETECHNOLOGYWILL COLLECT INDIVIDUALDATA. IF AGGREGATED, ITWILL INFORM CITIZENS USING REAL- TIME INTELLIGENCETO IMPROVE COMMUNITIES CITIZEN SENSOR SYSTEMS ! MODERN CITIES WILL HAVE VISUALIZED DATA FEEDBACK SYSTEMS • Using simple technology and infrastructure. • Crowdsourcing systems and just-in-time notifications will help inform of possible improvements using data feedback. CASE: Copenhagen wheels aggregates real-time air pollution data linked to numer of kilometers bikes CASE: London Eye light installation to report on the mood in Great Britain surrounding the 2012 Olympics (MIT) CASE: Bjarke Ingels envisioned how bad citizen recycling results in a 30 meter smoke puff ring, visible across the city, from Copenhagen waste-to-energy plant. CASE: Openspending - shows citizens how their taxes are spent (UK) CHANGES IN THE WAY WE LIVE
- 16. ! 1. NEW CONSUMERBEHAVIOR ! 2. LIFE IN THE MODERN CITY ! 3. DIGITAL COMMERCE ! 4. DAILY NEEDS ! !
- 17. RETAIL STRUCTURE CHANGING Percentof retail sales attributable to online in selected categories (US)
- 18. Estimates on theshare of stores that might close or be repurposed in coming decades range from 15 to 50%. “People no longer want cities in which no one lives but everyone consumes” SOURCE: THE GUARDIAN, ICSC 2014
- 19. BIG BOX RETAILINGCLOSING SOURCE: BI INTELLIGENCE
- 20. OFFLINE PLAYERS LOSINGMARKET SHARES Amazon vs Top Retailers (global) SOURCE: BI INTELLIGENCE 40% of shoppers are willing to purchase any type of product from Amazon (Walker Sands’ 2014 Future of Retail Study)
- 21. DAILY NEEDS CONSUMER DRIVERSNEW BUSINESS CONCEPTS BACKGROUND Life in the modern city SPEED ! JOINING IN (THE LOCAL COMMUNITY) ! COLLABORATIVE CONSUMPTION ! MASTERING KNOWLEDGE ! QUANTIFIED SELF DELIVERY FACTORIES ! PROXIMITY SERVICES ! ACCESS INSTEAD OF OWNERSHIP ! SKILL-BASED LEARNING ! DATA-BASED SERVICES
- 22. CONSUMER DRIVER: SPEEDCONCEPT: DELIVERY FACTORIES SPEED ! • As time is becoming the modern urban consumers scarcest resource - anything that is performing faster and easier, and saves time, will be in demand. ! • The amount of time spent in physical stores has decreased, whereas the total value of retailed goods has not. (US, Bloomberg) ! • In the market, there is a an explosion of ready-to-cook, ready-to- use, food subscriptions and personal curator services ! • 52% of consumers would be more likely to shop at a retailer offering in-store navigation on a mobile device, and 59% would be more likely to shop at a store offering self-checkout via a mobile device (Walker Sands’ 2014 Future of Retail Study) ! Our view of time has changed — and so has our tolerance for waiting Not a prioritized shopping activity
- 23. DELIVERY FACTORIES CONSUMER DRIVER:SPEED CONCEPT: DELIVERY FACTORIES Do you reserve products online before collecting them in store? • The number of pick-up points (“click and collect”) will grow dramatically. 63% of US consumers have tried to reserve a product online before collecting the item in store (E-consultancy) ! •Shopping with a robot. Connoisseurship is increasingly important. Robots will serve with deep and instant product information/storytelling. ! CASE: ICA is offering faster retail experiences with a grocery retail app to sort purchasing lists according to local store layout
- 24. ! • Locally grown,locally produced, locally presented, locally owned will be back in fashion. With a firm root in the food space, the trend is expanding into a broader consumption space. ! • More than a third of consumers this holiday season planned to shop at small, local businesses, up from about a quarter a year ago (Deluxe Corp). ! ! !! ! ! JOINING IN (THE LOCAL COMMUNITY) CONSUMER DRIVER: JOINING IN CONCEPT: PROXIMITY SERVICES ! Bulky and daily purchases will all move to ecommerce. Big shopping trips will be eliminated and proximity services be key.
- 25. PROXIMITY SERVICES • Theretail neighborhood funk scene features micro breweries, locally produced food and local talents, as long-distance needs can be catered for using e- commerce platforms. ! ! • Mobile technology platforms are leveraging location as a key metric for helping citizens seamlessly access a host of services to help them better navigate their urban environments ! ! • Recycling stations will be a part of local life (CASE: H&M) “We can be deceived by our ability to communicate with everyone, everywhere.We still occupy only one place at a time. Real power comes from mating our new forms of electronic access with our understanding of places.” Gary Hack, a celebrated urban planner René Redzepi gathers ingredients on Dragør Beach, near Copenhagen, for his restaurant, Noma, which has twice been named the best in the world. CONSUMER DRIVER: JOINING IN CONCEPT: PROXIMITY SERVICES
- 26. CONSUMER DRIVER: COLLABORATIVECONSUMPTION CONCEPT: ACCESS INSTEAD OF OWNERSHIP COLLABORATIVE CONSUMPTION Collaborative consumption will grow to a large slice of the retail industry. People will be less inclined to own products and more interested in accessing services. 66% of all consumers say they are enthusiastic about sharing goods (GigaOm)
- 27. ACCESS INSTEAD OFOWNERSHIP CONSUMER DRIVER: COLLABORATIVE CONSUMPTION CONCEPT: ACCESS INSTEAD OF OWNERSHIP • Revenue from the sharing economy will surpass $3.5 billion this year, with a growth rate of 25% (Forbes) ! • Renting instead of buying will grow 46% across categories in 2015. (Walker Sands’ 2014 Future of Retail Study) ! • Spaces for collaborative ownership will be in high demand with collaborative versions of established businesses: travel (AirBnB), transportation (Zipcar), fashion (GirlMeetsDress), crowdfunding (Kickstarter), peer lending (Prosper) & skills (TaskRabbit)
- 28. CONSUMER DRIVER: MASTERINGKNOWLEDGE CONCEPT: SKILL-BASED LEARNING MASTERING KNOWLEDGE ! ! • Life-long learning is becoming an important part of people’s life and supplementary education (education outside of schools, universities and learning institutes) is one of the fastest growing media segments. ! ! • Connoisseurship has become more important due to social media - to both talk about and to find new friends. ! • Brands who see the impact of traditional advertising declining will start to look for new ways to add value to their consumers where knowledge will be an important dimension ! ! In a quickly changing society, the ongoing, voluntary, and self- motivated pursuit of knowledge is increasingly important
- 29. SKILL-BASED LEARNING • Insteadof mass events, retailers offer experiences that happen in the now - just for me. Knowledge is in focus - as was pioneered by Apple Genius Bars and now followed by Lululemons yoga classes and Jamie Oliver’s Recepease. ! ! ! ! ! ! ! ! ! ! CONSUMER DRIVER: MASTERING KNOWLEDGE CONCEPT: SKILL-BASED LEARNING $4.4 trillion $91 billion Current size of e- learning market 2012 global education expenditure $191 billion Current size of supple- mentary education market 23% 2012-2017 CAGR for e- learning market,the fastest growing market in education • Education is the 3rd biggest and fastest growing category in app store, with the highest willingness to pay In physical outlets In digital outlets
- 30. CONSUMER DRIVER: QUANTIFIEDSELF CONCEPT: DATA-DRIVEN SERVICES QUANTIFIED SELF A new breed of super humans who track everything 41% CAGR GROWTH WEARABLE TECH
- 31. CONSUMER DRIVER: QUANTIFIEDSELF CONCEPT: DATA-DRIVEN SERVICES QUANTIFIED SELF: Google Glass
- 32. CONSUMER DRIVER: QUANTIFIEDSELF CONCEPT: DATA-DRIVEN SERVICES QUANTIFIED SELF ! ! ! ! ! ! ! ! •Individuals constantly send out buying signals. ! • Analytics firm RetailNext tracks millions shoppers yearly by collecting data from more than 65,000 sensors installed in retail stores ! • Axiom, another analytics firm, holds an average of 1,500 pieces of information on more than 500 million consumers around the world, based on data that people put into the public domain. Acxiom can analyze its data to predict 3,000 different propensities, such as how a person may respond to one brand over another. ! •A single customer visit in a store can result in over10,000 unique data points.(HBR) ! •54% of the UK population thinks in 5 years time it will not be possible to turn off automatically sharing your location and personal data (source: nVision, 2013) !
- 33. DATA-DRIVEN SERVICES CONSUMER DRIVER:QUANTIFIED SELF CONCEPT: DATA-DRIVEN SERVICES ! Case: ProPublica News App
- 34. DAILY NEEDS CONSUMER DRIVERSNEW BUSINESS CONCEPTS BACKGROUND Life in the modern city DELIVERY FACTORIES ! PROXIMITY SERVICES ! SKILL-BASED LEARNING ! ACCESS INSTEAD OF OWNERSHIP ! DATA-BASED SERVICES SPEED ! JOINING IN (THE LOCAL COMMUNITY) ! COLLABORATIVE CONSUMPTION ! MASTERING KNOWLEDGE ! QUANTIFIED SELF
- 35. Digital Media Map2012 Media Disruption: Endless Market Opportunities 2 0 1 4 ! …and don’t forget 3D- printing… !
- 36.
- 38. Digital Media Map2012 Media Disruption: Endless Market Opportunities 2 0 1 4 TACK! ! MAIL:sara@saraohrvall.com ! TWITTER: @saraohrvall