Consumer Trends for 2016 and Beyond! David Mattin, Head of Trends, TrendWatching
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David Mattin, TrendWatching's Head of Trends reveals the data behind the emerging trends that will define the marketing, media and technology landscape in 2016.
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Consumer Trends for 2016 and Beyond! David Mattin, Head of Trends, TrendWatching
- 1. Consumer Trends for 2016 and Beyond! The Next Big Thing London 01/07/15 David Mattin Head of Trends & Insights TrendWatching
- 3. #
- 4. A consumer trend is a new manifestation among people – in behavior, attitude, or expectation – of a fundamental human need, want or desire. TRENDS
- 5. CHANGE
- 6. CHANGE?
- 8. INNOVATIONS
- 10. WHO ARE YOU REALLY COMPETING AGAINST?
- 11. SO TODAY… FOUR TRENDS AND MANY EXPECTATION-CHANGING INNOVATIONS.
- 12. Take these trends and examples, learn from them, adapt them, and launch innovations of your own! READY TO RUN
- 13. LIGHTBULB MOMENT
- 14. KEY THOUGHT SO LISTEN UP! ;)
- 15. To supercharge your innovation, STOP seeing the world through the lens of technology…
- 16. … and start seeing technology through the lens of basic human needs & wants!
- 18. SHARING ECONOMY
- 20. A c q u i t y G r o u p , A u g u s t 2 0 1 4 of consumers cite ‘lack of perceived value’ as the main barrier to purchase for in-home IoT devices. 36
- 21. AUDI Scheme allows car to be shared among five friends
- 22. BREATHER App lists urban spaces available to rent for meetings or relaxation
- 23. BITLOCK Bluetooth-powered system allows cyclists to unlock their bike with a cellphone
- 24. UMBRELLA HERE Device signals when users are willing to share their umbrella
- 25. INTERNET OF ? THINGS
- 26. BAIDU Smart chopsticks help diners avoid contaminated food INTERNET OF CARING THINGS
- 27. LIGHTBULB MOMENT Can YOU use the Internet of Things to unlock a great new sharing innovation?
- 28. WEARABLES?
- 29. E n d e a v o u r P a r t n e r s , J a n u a r y 2 0 1 4 of people who buy a wearable device for self-tracking give up on the device within six months. 33
- 31. TENCENT In-game rewards awarded for real-world exercise
- 32. ALFA-BANK Bank incentivizes exercise with higher interest rates
- 33. POCKET POINTS Students earn discounts for avoiding cellphone use in class
- 34. P W C , O c t o b e r 2 0 1 4 of Millennials would be strongly motivated to use a wearable device if it ‘rewarded those who frequently use it with loyalty points’. 37
- 35. FITBIT Consumers burn calories to give food to citizens in need
- 36. ICUKOO Charitable donations made with each snooze
- 37. LIGHTBULB MOMENT How can YOUR campaigns help consumers become the people they want to be?
- 38. NO INTERFACE
- 39. EPIC FAIL?
- 40. Still holding a rectangle. Still looking down.
- 42. ALIBABA Pay with a selfie
- 43. ING In-app voice recognition to make payments, check account balance and more
- 44. SNAPI Selfie app functions via gesture control
- 45. RIDEON AR goggles direct skiers on the slopes
- 46. LIGHTBULB MOMENT Can you help people absorb even MORE information? Or make a digital process truly intuitive?
- 47. SWIPE RIGHT FOR MAN WITH STUFFED TIGER?
- 48. PEER ARMIES
- 49. AIRBNB P2P platform connects users with locals for advice and shared meals
- 50. HELLMANN’S Food brand offers cook-along culinary advice via WhatsApp
- 51. TESCO Supermarket offers free online beauty consultations with top bloggers
- 52. HP ePrint technology used to find missing persons
- 53. AUDI Automaker enlists drivers to help snow-stranded vehicles
- 54. LIGHTBULB MOMENT How could a network of your (superfan) customers help you offer something entirely new?
- 55. Just the tip of the iceberg
- 57. CHANGE
- 58. CHANGE?
- 59. INNOVATIONS
- 62. THANK YOU! And happy innovating! david@trendwatching.com
Hinweis der Redaktion
- We have nothing to do with what’s fashionable! We don’t mind ugly things as long as they are innovative.
- Not about what is ‘trending’ online
- Remember our definition of a trend, and the model that underpins it.
- The creators of Airbnb didn’t INVENT the HUMAN DESIRE FOR CONVENIENCE, AFFORDABILITY, MEET NEW PEOPLE, etc. What they DID is realize that external change – in this case, the rise of the digital space – had unlocked a new way of serving those age-old wants: by connecting ordinary people to their peers to rent accommodation to one another.
- The last element of our model is innovations. This is the idea that we can see new trends emerging when we look at niche and game-changing innovations from startups and big brands.
- The EXPECTATION ECONOMY is an economy inhabited by experienced, well-informed consumers who have a long list of high expectations that they apply to each and every good, service and experience on offer. And these expectations are set by the best in class, NOT the best in your industry.
- So today we’ll run through ten trends and lots of innovations. Your job is to strip out the underlying lessons for you. What do these examples mean for the evolution of customer expectations? What do they mean for YOU?
- Look for that lightbulb moment where you see an example that you have to take back to your team, share, and innovate around!
- I have five key thoughts. Under each key thought there are two trends. Here is the first key thought.
- It’s easy to become obessesed with technological change. But we should never forget that human beings are motivated by basic human needs and wants that don’t change. When we look at technology through that lens, we ground our tech innovation in things that people actually want.
- Another tech trend that needs no introduction: the internet of things. We all know what typical coverage of the Internet of Things looks like. Indeed we know what innovation around it looks like, too. Usually looks something like this: a $4,000 smart fridge with a touchscreen, all very high-tech, very shiny, but nobody quite knows why it is useful.
- For my second trend, I want to start with a trend that DOES have a clear human need at its heart. The Sharing Economy is all about making better use of resources, and we all want to get our hands on more stuff and leverage the value of the stuff we have. The trouble with the Sharing Economy so far is that the mechanics have been unworkable or incovenient. How in practical terms can I share my car or my bike with others? How do I arrange that?
- Now, the internet of things is unlocking new ways for the sharing economy to operate. This is unlocking the promise of the Sharing Economy: a truly revolutionised relationship with the physical resources around us. This is the INTERNET OF SHARED THINGS.
- Announced in October 2014, Audi Unite enables customers in Sweden to share a car in a private network of up to five people (friends, colleagues or neighbors). Via the app, users can view the location and availability of the car, and can access the vehicle using a smart key fob. Depending on the agreement, drivers are charged either a usage-based or fixed monthly fee. Link: https://www.audiunite.com/se/service/en_unite.html
- Launched in Montreal and New York during Q4 2013, Breather allows people to find urban spaces to rent for short periods of time. After downloading the free mobile app, users can view nearby properties which can be booked for time periods from 30 minutes up to a whole day. After paying, users' cellphones are granted temporary access to unlock the property via the NFC keyless entry system. All rooms are equipped with wifi, heating and a telephone line, as well as furniture to accommodate anything from taking a nap or holding a meeting, to practicing yoga. Breather's rental prices start from around USD 20. Link: http://breather.com/
- Reaching its Kickstarter funding target during November 2013, the BitLock is a US-designed device which allows cyclists to use a cellphone to lock their bike. Via an accompanying app and a Bluetooth connection, the BitLock bike lock verifies their identity when they are nearby; by pressing a button on the bike lock, the bicycle is then automatically unlocked. As well as tracking statistics (such as distance and CO2 emissions saved), the BitLock app enables users to view the location of their bike and unlock it for others. The system costs USD 119. Link: http://bitlock.co/
- Hong Kong-based group Umbrella Here created a USD 28 donut-shaped Bluetooth device that fixes onto the top of umbrellas. When it rains, owners can use the companion app to signal (via color LEDs) to nearby strangers they are willing to share. Users who meet this way and share a journey can log their walk online via the Umbrella Here site. When kept at home, the gadget blinks to warn if it is a rainy day. The device ships in January 2015. Link: http://www.umbrellahere.com/
- By the way, if you want to coin your own trend right now, simply insert a key human need or want into the INTERNET OF THINGS.
- In September 2014, Baidu unveiled a set of smart chopsticks which can detect food contamination. The Chinese online service company's prototype electronic chopsticks measure the freshness of cooking oil as well as pH levels, temperature and calories. Data is then relayed to a connected mobile app in real-time. Link: https://www.youtube.com/watch?v=BChk6WOBjsA
- If you’re talking Internet of Things, remember to also be talking basic human needs! The same goes for all discussions of tech!
- August 2014 saw Chinese online media brand Tencent team up with gaming hardware company Razer in a deal designed to incentivize healthy behavior. The collaboration allows fans of Tencent's popular Timi Run Everyday game to purchase in-game rewards using exercise data recorded by Razer's activity-tracking smartband. Link: http://www.tencent.com/
- In June 2014, Russian bank Alfa-Bank introduced a savings account that rewards customers for taking physical exercise. To take advantage, users sync their Jawbone, RunKeeper or Fitbit fitness tracker to the bank. They then use its Activity software to decide how much their exercise is worth. For every step they take, the bank will transfer between 1 and 50 Russian kopeks from their existing account into the high interest savings account not otherwise available. Link: http://activity.alfabank.ru/Activity/
- Launched at California State and Penn State universities during Q4 2014, Pocket Points is a free mobile app rewarding students when they avoid using their cellphone in class. When a class begins, students open the app, lock their cellphone and set it to one side, automatically amassing points for every 20 minutes that it remains untouched. The app is location-aware, and more students using the app in a specific class or school results in everyone running Pocket Points earning more points. Any points awarded can be spent with participating local businesses on products such as food or apparel. Link: https://pocketpoints.com/
- 37% of Millennials would be strongly motivated to use a wearable device if it ‘rewarded those who frequently use it with loyalty points’; a figure that rises to 52% if the rewards were monetary (PWC, October 2014) Link: http://www.pwc.com/es_MX/mx/industrias/archivo/2014-11-pwc-the-wearable-future.pdf
- In February 2015 the makers of the activity tracker Fitbit partnered with hunger-relief charity Feeding America to launch the FitforFood campaign. Any user of a Fitbit device can opt in to the programme, which will see every calorie they burn go towards a goal of 1 billion calories burned by all participants. If the target is hit, the 1 billion calories will buy 1.5 million meals for US citizens in need. Participants have until 3 March to hit the goal.
- Available to download from Q4 2014, iCukoo is a free mobile alarm clock helping people to support charities. Once users have downloaded the app, they can set an alarm and choose which UK charity they wish to support, before selecting how much each 'snooze' is worth. When users press snooze, the app takes note – and once a threshold of GBP 1 has been reached, an SMS is sent asking if they wish to donate to their chosen cause. Link: http://icukoo.com/
- If you’re talking Internet of Things, remember to also be talking basic human needs! The same goes for all discussions of tech!
- What mean by that? It’s easy for tech geeks – and I count myself as one – to become obsessed with the technology itself. We start to see the world through the lens of technoloical progress: by 2015 bandwidth will be this much, or 5G will be this fast. So this is a final chance to hammer that key message. Step away from the tech futurism. Step away from seeing all this through the lens of ever more complex, more capable technology, and instead see it through the lens of deep human needs/wants/desires. If we do that, the INTERNET OF THINGS looks very different. But my key message comes back to the definition of a consumer trend that we just talked about. Human beings have this set of fundamentally unchanging needs and wants – security, connection, wellbeing, information – and trends emerge ONLY when external change unlocks new ways of serving those needs. So to really see what’s next for consumers when it comes to tech, we need to step back and look at the scene through the lens of these human needs. Ask ourselves: what, at heart, do consumers want? How can new technologies give it to them in new ways? When we do that, we’ll ground our innovations in consumers needs and wants, and they will be more successful.
- September 2014 saw Dutch bank ING launch a voice control feature called Inge inside its mobile banking app. Available to Dutch customers, the feature allows users to check their balance, make payments and discover where their nearest ING branch is. ING say future iterations of the app will allow users to log in to the app entirely via voice recognition, dispensing with the need for passwords.
- Available to download from March 2015, Snapi is a touch-free selfie app. Created by Israel-based EyeSight Technologies, the free mobile app allows people to take self-portraits using gesture control. Once users have opened the app and set up their image, they then raise an open palm to the camera. Closing their hand into a fist starts a timer, and once this has counted down, Snapi automatically takes the selfie. The app also autofocuses, and includes a sound signal. Link: https://play.google.com/store/apps/details?id=com.eyesight.app.camera&hl=en
- Gaining Indiegogo crowdfunding in January 2015, RideOn are augmented reality goggles designed for skiing and snowboarding. The goggles use Optinvent technology 24° to project AR features onto the transparent screen, and allow users to call and message others, play games or participate in challenges, take videos, and navigate the slopes. Developed in Israel, RideOn goggles are priced at USD 899. Link: http://www.rideonvision.com/
- If you’re talking Internet of Things, remember to also be talking basic human needs! The same goes for all discussions of tech!
- Where is the opportunity in all this for you as brands and businesses? We’re seeing brand bringing together and using networks of peers – often their superfan customers – to supercharge customer service. This is PEER ARMIES.
- In June 2014, Airbnb announced a beta test of a service allowing travelers to connect to peers at their destination who were happy to host dinners in their homes. Meanwhile, May 2014 saw the platform test an in-app Local Companion service, which allows users to connect to locals at their destination to ask questions and garner local knowledge and tips. Link: http://www.airbnb.com/
- May 2014 saw mayonnaise brand Hellmann’s launch WhatsCook: a free service giving people in Brazil access to culinary advice from professional chefs in real-time using messaging platform WhatsApp. After setting a date via the WhatsCook website, the chef and the participant can chat while the latter cooks a dish. WhatsCook’s cooking team is available from Monday to Friday, between 12 noon and 2pm for lunch and between 7pm and 10pm for dinner. Link: http://www.hellmanns.com.br/
- February 2015 saw UK supermarket chain Tesco launch a service allowing customers to book online video chats with beauty bloggers and experts. People can pick a preferred blogger for their free 15-20 minute consultation and connect with them through a Google Hangout. After the session, they are sent an email from Tesco with links to purchase the products recommended to them during their consultation. Link: https://www.tescoliving.com/beauty/consultations
- In May 2015, HP partnered with Brazilian NGO Mães da Sé to leverage privately owned printers in disseminating information about missing persons. The HP ePrint technology means that home and office printers can print emails sent directly to them. The Print for Help project makes use of this feature by having all private printers signed up to the scheme automatically print missing persons posters after someone goes missing near their location. Link: https://www.imprimaparaajudar.com.br/
- December 2014 saw the launch of Audi Swedish Snow Rescuers: a mobile app designed to help Swedish drivers cope with bad weather conditions by connecting them to Audi 4x4 drivers. The free app is open to drivers of any vehicle, and enables users to locate and connect with nearby volunteer Audi drivers if they are in need of help. Link: https://itunes.apple.com/us/app/audi-svenska-snoraddare/id938097613?mt=8
- The trends I’ve shown you are just the tip of the iceberg. But I hope you’ve drawn out some actionable opportunities for your business.
- But beyond these 10 TRENDS I’ve given you a framework for harnessing the innovation onslaught you see around you. Think change, human nature and the way innovations set new customer expectations.
- Trends are USELESS if you don’t take the ingishts and and APPLY them to create your own INNOVATIONS.
- An easy-to-follow tool that will help you not only unpack and understand any consumer trend, but also help you apply it to launch successful consumer-facing innovations of your own. We were expanding, had to explain what the elements of the trends were so were forced to think through the process – created it as an internal tools so we started to use it for the briefing, train the team – hey useful, let s publish it. Internal – then clients & ws – open source Perhaps super fans will notice this is a redesigned version -> during writing the book we rethought and this is the first time we show it in the new version. Casual story – while I