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75 People have often been Digital 2020 Global Digital Overview (January 2020) v01

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75
People have often been forced to engage
with cultural interests in isolation, but that
doesn’t reflect the way they consume. Tastes
are flexible and multifaceted. And driven by
openness to collaboration among brands
and platforms, cultural convergence is
more far reaching than ever.
In 2020, brands will look to reflect
people’s relationship with culture
in flexible and adaptive ways
CULTURAL CROSSFIT
People want control over their digital
footprints, looking to hide from brands,
platforms, and even their outer circles, by
moving into more intimate social spaces.
With tools like Instagram ‘Close Friends’
and Facebook Groups gaining traction, the
public feed feels less important than ever.
In 2020, brands will participate
in more intimate conversations
with their core customers
OVERT PRIVACY
Avatars were once exclusive to gamer
communities. But digital versions of ourselves
are now commonplace internet-wide. Whether
the iOS Memoji Keyboard, Facebook Horizon,
Instagram’s AR filters, Fortnite or VR chat,
people will increasingly be creating and
customising avatars across platforms.
In 2020, brands will engage
with people’s digital avatars in
more meaningful ways
VIRTUAL SELVES
SHIFTS IMPACTING OUR ONLINE BEHAVIOUR
WE ARE SOCIAL’S PERSPECTIVE: INTERNET IN 2020

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75 People have often been forced to engage with cultural interests in isolation, but that doesn’t reflect the way they consume. Tastes are flexible and multifaceted. And driven by openness to collaboration among brands and platforms, cultural convergence is more far reaching than ever. In 2020, brands will look to reflect people’s relationship with culture in flexible and adaptive ways CULTURAL CROSSFIT People want control over their digital footprints, looking to hide from brands, platforms, and even their outer circles, by moving into more intimate social spaces. With tools like Instagram ‘Close Friends’ and Facebook Groups gaining traction, the public feed feels less important than ever. In 2020, brands will participate in more intimate conversations with their core customers OVERT PRIVACY Avatars were once exclusive to gamer communities. But digital versions of ourselves are now commonplace internet-wide. Whether the iOS Memoji Keyboard, Facebook Horizon, Instagram’s AR filters, Fortnite or VR chat, people will increasingly be creating and customising avatars across platforms. In 2020, brands will engage with people’s digital avatars in more meaningful ways VIRTUAL SELVES SHIFTS IMPACTING OUR ONLINE BEHAVIOUR WE ARE SOCIAL’S PERSPECTIVE: INTERNET IN 2020

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