havas worldwide study: the modern nomad
TRANSCRIPT
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28 marketsn=10,131
Australia ● Belgium ● Brazil ● Canada ● China Colombia ● Czech Republic ● Estonia ● France Germany ● India ● Ireland ● Italy ● Japan ● Latvia Lithuania ● Malaysia ● Mexico ● Netherlands Poland ● Portugal ● Saudi Arabia ● Singapore South Africa ● Spain ● United Arab Emirates United Kingdom ● United States
2015 GLOBAL PROSUMER STUDY
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Who are Prosumers?
For more than a decade, Havas Worldwide has been tracking the roughly 15‒20% of consumers who are influencing trends and shaping markets around the globe
Image: Creative Commons/Brian [email protected]
Key characteristics:
• Embrace innovation• Constantly seek out information
& experiences• Enthusiastic adopters of new
media & technologies • “Human media” who transport
attitudes & ideas• Marketing savvy and demanding of
brand partners• Highly influential and sought-after for
opinions & recommendations
20% of the 2015 sample qualify as Prosumers
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Early tech forecasts have long been a source of amusement
"Rail travel at high speed is not possible because passengers, unable to breathe, would die of asphyxia.” —Dr. Dionysius Lardner, University College, London
"The horse is here to stay, but the automobile is only a novelty—a fad.” —President of Michigan Savings Bank (counseling a client not to invest in the fledgling Ford Motor Co.)
“The Internet will soon go spectacularly supernova and in 1996 catastrophically collapse.” —Robert Metcalfe, co-inventor of Ethernet and founder of 3Com
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Early tech forecasts have long been a source of amusement
"Rail travel at high speed is not possible because passengers, unable to breathe, would die of asphyxia.” —Dr. Dionysius Lardner, University College, London
"The horse is here to stay, but the automobile is only a novelty – a fad.” —President of Michigan Savings Bank (counseling a client not to invest in the fledgling Ford Motor Co.)
“The Internet will soon go spectacularly supernova and in 1996 catastrophically collapse.” —Robert Metcalfe, co-inventor of Ethernet and founder of 3Com
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And yet who could have imagined how fast life would move today…
Image: Crea*ve Commons/Wally [email protected]
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…or how quickly we’d grow attached to a digital world?
Total agree (%)
“Upset if brand were to disappear”1. Microsoft 71
2. Google 71
3. Samsung 68
4. Sony 65
5. YouTube 63
6. PayPal 61
7. Visa 61
8. Coca-Cola 60
9. Apple 59
10. Nivéa 58
11. Facebook 57
12. Philips 57
13. Amazon 57
14. HP 57
15. Dove 56
16. MasterCard 55
17. LG 54
18. eBay 53
19. McDonalds 53
20. Intel 52
21. Yahoo 52
22. Pepsi 51
23. L’Oréal 49
24. Lacoste 49
25. Chanel 46
26. Subway 46
27. Heineken 46
28. Jack Daniels 46
29. IBM 46
30. Ikea 46
31. KFC 46
32. Garnier 45Havas Worldwide 2014/2015 Brand Momentum studies
9 Image: Crea*ve Commons/NASA Goddard Space Flight [email protected]
In this presentation, we share findings related to time, space, and mobility
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We’ve seen the rise of the “slow movement”
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And yet our survey makes clear that while many of us would love to slow down…
Image: Crea*ve Commons/Bjorka [email protected]
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…we esteem speed and productivity even more
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We’re living in a time of ambivalence
Leading-edge Prosumers and millennials lead the way in believing fast=better AND slow=better
The Productivity Paradox: Wanting to do more while doing less
Image: Creative Commons/Felix [email protected]
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The truth is that only around 1/3 of us are crazybusy
Image: thegoldguys.blogspot.com/
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And technology is more help than hindrance
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(though it sure gives us lots of ways to fritter away our time)
Image: Creative Commons/Stephen [email protected]
The real problem is that free time is now seen as an admission that you’re nonessential
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Busyness confers status in the modern era—and so we’re not above faking it
Image: Crea*ve Commons/Id-‐[email protected]
On top of that, many of us have simply lost the ability to “do less”
Image: Creative Commons/Nikos [email protected]
Millennials, especially, have trouble staying focused
Image: Creative Commons/Brittany [email protected]
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And true downtime isn’t prioritized
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As a result, we have little patience when it comes to others slowing us down
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THREE TYPOLOGIES HOW DIFFERENT CULTURES ARE RESPONDING TO THIS PARADOX
THE FATIGUED
THE CONFLICTED
THE ENTRENCHED
The Conflicted are those experiencing the greatest tension between an outward admiration of those on the go and an inward yearning to slow down.
The Entrenched are neither strongly for nor strongly against our faster pace of life. Rather, they are deeply influenced by their longstanding cultures.
The Fatigued are just that, exhausted from the rush to do it all, see it all, be it all. They are the most likely to be looking to ease up on busyness.
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The FatiguedAustralia, Belgium, Italy
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The Fatigued are not happy with their current pace of life
“I would love to be able to slow down”
THE CONFLICTED
53%
49%
37%
THE ENTRENCHED
33%
THE FATIGUED
56%
37%
Prosumer
Mainstream
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They are the least likely to admire those on the go
“I admire people who are always on the go”
THE FATIGUED
VS.GLOBAL
53% 39%Prosumer Mainstream
62% 49%Prosumer Mainstream
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The Entrenched Canada, Czech Republic, France, Germany, Netherlands, United Kingdom, United States
The Entrenched aren’t seeking a change of pace from their current lifestyles
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The French would like a break…
“My life would be better is I relaxed more”
and 56% of French mainstream agree76% of French Prosumers
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…even though they are the masters of work-life balance
Source: http://all-that-is-interesting.com/average-annual-hours-worked-usa-france-germany
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Americans are considered among the most overworked…
…and yet they’re among the least likely to want to slow down
“I would love to be able to slow down”
Image: Creative Commons/[email protected]
33% 58% 51% 48%
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The Conflicted Brazil, China, Colombia, Estonia, India, Ireland, Japan, Latvia, Lithuania, Malaysia, Mexico, Poland, Portugal, Saudi Arabia, Singapore, South Africa, Spain, United Arab Emirates
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The Conflicted are the most likely to admire the busy…
“People always on the go lead more interesting lives”
THE CONFLICTED
70%
57% 47%
THE ENTRENCHED
33%
THE FATIGUED
48%
31%
Prosumer
Mainstream
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…but, they are also looking to take a break
“My life would be better if I relaxed more”
THE CONFLICTED
75%
62% 61%
THE ENTRENCHED
48%
THE FATIGUED
70%
57%
“I need a long vacation”
THE CONFLICTED
45%
32%
40%
THE ENTRENCHED
26%
THE FATIGUED
35% 35%
Prosumer
Mainstream
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Everywhere, time has become disconnected from the rhythms of nature
Image: Creative Commons/[email protected]
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Everywhere, time has become disconnected from the rhythms of nature
Image: Creative Commons/[email protected]
Leaving many feeling adrift
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At issue: How much of what we do actually matters?
Image: Creative Commons/send me [email protected]
OUR CHANGING RELATIONSHIP WITH SPACE:
SMALL WORLD!
Despite advances in virtual connectivity, there’s no substitute for the real thing
Image: Creative Commons/Gian Franco Costa [email protected]
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And so we’re traveling (a lot) more than ever…
Source: UN World Tourism Organization
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People in emerging markets, especially, are traveling for the joy of it
Image: Crea*ve Commons/Charis [email protected]
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“THIS IS WHERE THE WORLD IS HEADED—
WORKING ON AN ON-DEMAND BASIS.
Jobbatical founder, Karoli Hindriks
”
…and to earn
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Sioux Tipi, Woodstock, New York
1 Square Meter House, Germany
We’re traveling for conversational currency
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And we’re traveling simply because we can Burgeoning options for the budget traveler provide access to a wider audience
Image: Creative Commons/Kevin [email protected]
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Widespread agreement that travel is easier in the digital age
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Even if nearly 4 in 10 miss the human interaction
In general, we’re increasingly willing to substitute the virtual for the reality
Image: Creative Commons/[email protected]
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We expect more of our lives to be spent online
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But we recognize there’s a price to be paid
WHILE IT SEEMS WE ARE INCREASINGLY WILLING TO ADAPT TO CHANGES IN OUR RELATIONSHIP WITH TIME AND CONNECTIVITY…
WE ARE LESS FLEXIBLE WHEN IT COMES TO HOW WE GET AROUND
Image: Creative Commons/Stijn [email protected]
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Our love affair with the automobile is far from over
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Cars still represent the freedom of the open roadWhich of these words do you associate with driving YOUR car? (Car owners only)
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Prosumers and millennials, especially, are enthusiastic car ownersBeep, Beep ’n’ Beep, Beep! Yeah! (Car owners only; % agreeing strongly/somewhat)
80%65%
72%67%59%
63%54%
55%56%54%
60%47%
56%48%34%
54%38%
49%38%24%
50%38%
48%38%26%
56%39%
49%40%26%
35%46%
43%43%51%
37%26%
36%26%12%
It is important to me that my car is fun to drive
It is important to me that my car is eco-friendly
I feel a personal connection to my car
It is important to me that my car is cool
I feel no particular attachment to my car—it’s just a vehicle that gets me from Point A to Point B
My car says a lot about who I am
My car is one of my favorite places to be
It is important to me that my car is a status symbol
PROSUMER MAINSTREAM MILLENNIALS GEN XERS BOOMERS
61
The first model reflects the feelings of countries such as Germany, Australia, and the US. People in these markets feel deeply attached to their automobiles and love to drive.
“I enjoy driving, so I have no interest in self-driving vehicles”
Global total: 47%
51/48 46/5869/49
Image: Creative Commons/[email protected]
Prosumer/mainstream % agreeing strongly/somewhat
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The second model consists primarily of emerging countries such as China, India, Saudi Arabia, and the UAE, where cars are considered a status symbol. These markets are the most likely to welcome advances in transportation.
“It is important to me that my car is cool”
47% 33%Emerging Developed
Image: Creative Commons/[email protected]
% agreeing strongly/somewhat
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The third model, most prevalent in Europe, is where people still embrace driving but also recognize the downsides, including environmental harm and expense.
Image: Creative Commons/[email protected]
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One thing on which most people agree: A tech takeover loomsiCar, Anyone? (% agreeing strongly/somewhat)
62%
In the future, cars will compete much more on their entertainment and connectivity offerings than on looks/style
50%
51%
42%
56%
59%
43%
46%
29%
50%
71%
55%
56%
50%
60%
54%
41%
42%
35%
47%
I would like my car to be connected to the Internet
By 2050, cars will be designed jointly by traditional automotive companies and technology companies
By 2050, the best-selling cars will be produced by technology companies rather than by traditional automotive companies
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And when it comes to the environment, most respondents expect a change in their cars…NOT in their driving behaviorsGoodbye, Guzzlers (% agreeing strongly/somewhat)
By 2050, most cars will be self-driving
By 2050, most cars will be electric or run on another type of renewable energy
By 2050, most people will share cars rather than own them
By 2050, most people will use public transportation rather than individual vehicles
57%
46%
47%
41%
50%
81%
66%
68%
69%
69%
37%
33%
34%
30%
35%
37%
35%
34%
33%
36%
PROSUMER MAINSTREAM MILLENNIALS GEN XERS BOOMERS
67
Modes of transportation are advancing…
68
21%
…but few people seem to be jumping at the opportunity to use themWhich of these are you eager to start using? (people in emerging markets are somewhat more enthusiastic)
EMERGING DEVELOPED
Autonomous/self-driving cars
Magnetic levitation trains
Urban transport pods*
Affordable electric bicycles
None of these
I enjoy driving, so I have no interest in self-driving cars
*single-passenger vehicles that move on their own to a designated destination
51%
44%MALE
FEMALE
35%
28%34%
25%31%
24%36%
26%
18%
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For the most part, consumers are more interested in incremental improvements
Image: Creative Commons/Danny [email protected]
What are the most important things transportation companies should be working on today? (Respondents chose up to three.)
52% Making travel more affordable
49% Making travel safer
39% Making travel more comfortable
35% Reducing their carbon footprints
22% Increasing the speed of travel
18% Offering total connectivity*
13% Making it easier to sleep while traveling
8% Improving entertainment options
5% Something else *access to 3G/Wi-Fi, battery charging, etc.
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Price and convenience are key When choosing between different types of transportation, which matters most to you? (Respondents chose one.)
PROSUMER MAINSTREAM MILLENNIALS GEN XERS BOOMERSMALE FEMALE
80%
Convenience Price Speed of travel Environmental impact
TOTAL 39% TOTAL 34% TOTAL 17% TOTAL 10%
40%39%
38%40%
34%41%
49%
29%35%
33%35%
36%32%
32%
21%16%
18%16%
19%16%
11%
10%10%
12%9%
11%11%
9%
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Key takeaways
People are…
Ø looking for ways to manage their lives more efficiently
Ø desiring new adventures, experiences, and moments to chronicle in their social diaries
Ø seeking touchpoints and safe harbors in a world with increasingly few anchors
The pursuit of ever greater speeds is engrained in modern society
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“What has been cut apart cannot be glued back together. Abandon all hope of totality, future as well as past, you who enter the world of fluid modernity.”
―Zygmunt Bauman, Liquid Modernity
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OPPORTUNITIES FOR BRANDS
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Most of us want to squeeze more hours into our days, but we haven’t quite figured out a way to bend the rules of physics—or go entirely without sleep. Happily (for those who can afford it), there are a growing number of services promising to take care of a lot of the details and drudgery that eat up our time.
Helping us to do it all
If you’re a resident of Boston or New York City, you can hire Alfred, “an automatic, hands-off service that hums along quietly in the background of your life—so you can be free to live yours.” For less than $25 a week, the virtual “butler” will tidy up your home, run errands (groceries, dry cleaning, pharmacy, etc.), and take care of other hassles such as coordinating home repairs.
Zirtual (“Get more done in a day than you ever thought possible.”) takes care of administrative and organizational tasks that bog people down, such as scheduling appointments, creating travel itineraries, and conducting research. Monthly memberships start at around $750 for up to 32 hours of virtual assistance.
IFTTT (IF This Then That) allows users to create “recipes” to automate digital activities. For instance, IF you upload a picture to Instagram, THEN the program will automatically add the image to Dropbox. IF you get kicked off your home Wi-Fi, THEN it will send you an alert so you don’t inadvertently burn through your data plan. The service goes some small way toward quieting the to-do lists racing around our heads.
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Had a tough week at the office? Want to get out and see the world? A growing number of businesses have your back.
For those looking to join the gig economy, Upwork connects web-based freelancers with employers looking to hire individuals and teams for short-term assignments. Whether you’re logging in from a coworking space in SoHo or a café in Singapore makes no difference.
Supporting digital nomadism
A good place to start might be the Digital Nomad Academy—a network of entrepreneurs that promises to help members launch their own web-based businesses in just 3 months. Be your own boss in whatever locale you fancy.
Designed by Dutch firm The Tipping Point Foundation, the KantoorKaravaan is a solar-powered, self-contained micro-office that lets you break free of cities to get your work done in a more natural setting.
Information has leaked regarding a Microsoft app that will let users connect to Wi-Fi providers anywhere in the world through a pay-as-you-go service. The service promises 10MM hotspots in 130 countries, so you’re down one excuse for not packing your bags.
Image: Creative Commons/David [email protected]
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We all know the self-driving car is heading our way, but there are plenty of other new technologies in the works as well.
Tesla CEO Elon Musk unveiled plans for a high-speed ground transport system called the Hyperloop back in 2013. Though Musk is no longer involved with the project, a number of private companies are working on fulfilling his vision of a tube track with pod-like cars that transports people at speeds of around 800 mph. If it comes to fruition, it would mean you could travel from L.A. to San Francisco in just 30 minutes.
Pimping our rides
Though it’s not yet on the market, BMW has demonstrated a modified version of its i3 electric car that can drop the driver off, find a place to park, and then come back to its owner when summoned.
Ford’s MoDe:Flex smartbike lets you ride hands-free and offers turn-by-turn navigation. When connected to a smartwatch, there’s even a “no sweat” feature that tracks the rider’s heart rate and increases the electric pedal assist as necessary to avoid perspiration.
Not to be outdone, Lexus has revealed working plans for a flying skateboard. The hoverboard uses liquid nitrogen‒cooled superconductors and permanent magnets to achieve magnetic levitation. Though the prototype is scheduled to be unveiled in October 2015, there currently are no plans to make it available to the public.
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Depending on which study you believe, the average person spends 1 or even 2 years of his or her life waiting in line. Businesses have devised all sorts of ways to disguise wait times, including serpentine queues (thanks, Disney!), QR codes to scan for coupons, and visual distractions. Now they’re finding ways to let customers take the reins.
Google has updated its mobile search results to include a graph that shows foot traffic by hour. This means that when you’re looking up the address or hours of a store, coffee shop, or other establishment, you can identify which times to avoid in order to reduce your wait time.
Waze (“Outsmarting traffic, together”) is a community-based traffic and navigation app that lets drivers share real-time traffic and road information in order to speed up commutes and save on gas.
Cutting back on the wait
LineAngel promotes itself as “the Uber for lines.” Want that concert ticket/newest iPhone/Black Friday doorbuster, but don’t want to wait for hours in line? This service lets you hire someone to do the waiting for you, for a charge of $15 the first half hour and $5 for every additional 15 minutes.
OpenTable now lets you pay for your meal through its app, so no need to wait for the check.
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CarbonTrack, a free tool from SAP, allows businesses to check the environmental impact of a given work trip against various modes of transportation.
In our study, only 4 in 10 global respondents agreed that the social benefits of overseas travel outweigh the environmental impact. And while that may not be keeping too many people off the tarmac, there’s certainly scope for brands in the travel space to help ease their customers’ consciences.
Air France is among the airlines giving passengers the option of adding voluntary carbon offsets to their ticket prices. Eco-conscious passengers can use an online calculator to determine the amount of carbon dioxide their flights will create and then pay to remove an equivalent amount from the atmosphere.
Carnival Corporation has an environmental officer aboard each ship to ensure it meets all company and regulatory environmental requirements. The company is working toward a 20% reduction in its greenhouse gas emissions.
Taking the guilt out of travel
National Geographic Expeditions invests a portion of profits from its tours into nature research programs and supports sustainability schemes in every region it visits.
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Even as a growing number of tourist destinations are banning selfie sticks, other brands are going out of their way to make it easy for visitors to chronicle (read: brag about) every aspect of their travels.
Supporting digital diary keeping
Named for the year Kodak cameras first hit the market, the 1888 Hotel in Sydney was designed with Instagrammers in mind. Prizes are awarded for best photography, and guests with 30,000 or more Instagram followers qualify for one free night.
When installing Jeff Koons’ Hanging Heart art piece, the Centre Pompidou in Paris affixed stickers to the floor to direct visitors to the best selfie angles. In Manila, the Art in Island museum has gone many steps further: The museum was actually created with selfie-takers in mind. Reproductions of famous works of art are altered with blank spacesthat museumgoers can sit in, climb on, or poke their heads and torsos through as they record their images for their fans on Instagram and other sites.
As part of its #TravelBrilliantly campaign, Marriott loaned guests the newest GoPro actions cameras, encouraging them to film their holiday adventures and share the footage on social media.
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For more insights from Havas Worldwide research—and to download the “The Modern Nomad: Connect Me If You Can” white paper—
visit mag.havasww.com/prosumer-report/the-modern-nomad/And follow us on Twitter (@prosumer_report)
To find out how Havas Worldwide can help your brand, please contact:Matt Weiss Global Chief Marketing OfficerT +1 212 886 2043 E [email protected] For media inquiries, please contact:Yvonne BondGlobal Communications DirectorM +1 646 643 8824 E [email protected]