some inspirational trends for today
DESCRIPTION
Février 2011 - What changed in the way people consume media (french market) and how brands can engage with them playing the rules set up by those major tendencies.TRANSCRIPT
SOME INSPIRATIONNAL MEDIA TRENDSFOR TO(MORROW)DAY
http://www.flickr.com/photos/mojodenbowsphotostudio
3 TRENDS THAT CHANGE CONSUMERS’ HABITS AND SHAPE THEIR EXPECTATIONS
THE NEW RULES OF MOBILE.
THINK MULTISCREEN.
SOCIAL IS THE NEW NORMAL.
http://www.theverge.com/2012/1/26/2736042/motorola-mobility-larry-robinson-video-gateways / , http://instagr.am/p/nm695/
… WHICH RESHAPE HOW WE THINK COMMUNICATION
80% of what Europeans do online today didn't exist in their lives five year ago. Microsoft, 2010
http://www.slideshare.net/helgetenno/measuring-our-way-to-future-success
Sour
ce :
Glo
bal W
eb in
dex,
% o
f int
erne
t use
rs
glob
ally
, Wav
e 5,
Jun
e 20
11, W
hich
of t
he fo
llow
ing
is y
our f
avou
rite
devi
ce to
acc
ess
the
Inte
rnet
? N
ow /
One
yea
r fro
m n
ow?
3%
18%
42%
19%
7%
11%
1 YEAR FROM NOW1%
7%
79%
2%
1%12%
NOW
E-reader
Mobile
Personnal laptop
Tablet device
Throught my TV
Work laptop
AGAIN AND AGAIN : THE WEB IS LESS AND LESS A DESTINATION
Mobile represents more than 10% of the total views on the site, more than 400 millions views on the mobile devices per day.
Source : http://articles.businessinsider.com
/2011-12-01/tech/30462152_1_total-views-youtube-android-phones
WELCOME TO THE POST-PC WORLD
THE BOUNDARIES ARE MORE AND MORE BLURRIED
November2011 SeptemberAugustJune
MEDIA ARE TOTALLY REDEFINED : WELCOME TO THE PERSONAL MEDIA
PUBLISH
SHARECONNECT REMIX
REVIEW BUY
PLAY
ATTENTION AND ENGAGEMENT BECOME THE VALUE.
http://www.flickr.com/photos/mrlomo/4620631477/in/photostream/
HOW TO DEAL IN THIS NEW MEDIA LANDSCAPE
FORGET TECHNOLOGY. IT MAKES WHAT YOU WANT.
START WITH PEOPLE. THINK CONTENT AND ENGAGEMENT.“ In the future, no television ad will be just self-
contained narratives designed to entertain, inform, educate or remind consumers about products.
Their role isn't going to be about building brand recall, favorability and awareness in that moment alone. They will be trailers into deeper branded
digital experiences.”
- Shiv Singh, Head of Digital for PepsiCo Beverages, TV Ad’s New Digital Role, Harvard Business Review, November 2011
LEARN ABOUT DIGITAL TRACES.
1. THINK MULTISCREEN. THE NEW LIVING ROOM OUR TV EXPERIENCE IS CHANGING NO SINGLE SOURCE TO UNDERSTAND AUDIENCE BUT NEW METRICS TO
UNDERSTAND PEOPLE
43,6contacts media et multimedia par jour, soit +7,5 contacts en 5 ans.
Source : Media In Life - Médiamétrie – Ensemble 13 +, Base Lundi-Vendredi cumuls 2010, 00h-24h / Ensemble 13+.
PEOPLE CONSUME
MORE MEDIA
Source : INSEE, Enquête emploi du temps, 2009-2010
MORE AND MORE
SCREEN TIME
50%du temps libre des français est passé devant un écran,
MORE AND MORE
CONNECTED SCREENS
4 à 6écrans par foyer.
AND IT’S NOT OVER !How will internet affect us in our everyday life ? Cisco states that by 2020, there will be 50 billon of “things” connect to the internet. Just good to know that the number of things connected to the Internet has already exceeded the number of people on earth.And the trend is here : Over half of all devices at this year's CES were Internet connected devices. Nearly 60% of those were non-traditional computing devices such as TVs, car devices, refrigerators and washing machines. In fact 90% of the TVs at CES were Internet-enabled.
Sou
rce
:http
://w
ww
.read
writ
eweb
.com
/arc
hive
s/ci
sco_
50_b
illio
n_th
ings
_on_
the_
inte
rnet
_by_
2020
.php
http://www.flickr.com/photos/mdxinteractiondesign/3025436594/
80% of what Europeans do online today didn't exist in their lives five year ago. Microsoft, 2010
Especially when the media landscape is growing at fast paceTHE NEW LIVING ROOM
90% of online traffic will soon be online video.Robert Kyncl, vice president, global head of content for YouTube, at Consumer Electronic Show 2012
MULTISCREEN TRENDS
Especially when the media landscape is growing at fast paceTHE NEW LIVING ROOM
VIDEO BECOMES THE STANDARD FOR EVERY MEDIA
MULTISCREEN TRENDS
THE NEW LIVING ROOM
AUD. 15 +[EN MILL.] 40,1 36,4 24,9COUV. 15 +[SUR POP. TOTALE]
Source : INSEE 2011, Population française 15 ans et + : 53,3 M / Médiamétrie Mediamat Janvier-Octobre 2011 / Médiamétrie NetRatings Janvier – Octobre 2011 / Audience de l’internet mobile Juillet-Septembre 2011
75% 68% 47%
WE ARE DIGITAL OMNIVORES
MULTISCREEN TRENDS
THE NEW LIVING ROOM
MULTISCREEN TRENDS
WHERE ARE PEOPLE GETTING THEIR FIX IN THEIR LIVING ROOM ? Audience over 15 y.o. (Million)
48,7 TF1
48,1 F2
47,6 M6
47,5 F3
43,6W9
37,1Google 28
,9Fa
cebo
ok
26,7
MSN
/ WL
24,2
YouT
ube
21,4
Oran
ge
11,9
Goog
le
10,6
Face
book 5,9
iTune
s
7,8Yo
uTub
e 6,0Or
ange 5,6
Twitte
r
Source : Audience 15+, Médiamétrie NetRatings, Décembre 2011 / Médiamétrie internet mobile Octobre-Décembre 2011 / Médiamétrie Mediamat, Couverture mensuelle consolidée Décembre 2011
WHERE ARE PEOPLE GETTING THEIR ONLINE VIDEO FIX ?
Tota
l str
eam
s (0
00)
845,730 120,840 99,086 85,303
35,44
4
Youtube Dailymotion TF1 / WAT Facebook CANAL+
28,85
8
EUROSPORT M6
15,97
915
,928
ALLOCINE GOOGLE MSN
13, 4
879,2
53
THE NEW LIVING ROOM
MULTISCREEN TRENDS
Source : Médiamétrie Audience de la vidéo sur internet, Septembre 2011.
WELCOME IN THE DIGITAL LIVING ROOM
TV IS BECOMING A MUCH MORE PERSONNALIZED EXPERIENCE
MULTITASKING IS THE NEW BLACK
EXPERIENCE
Source : L’Observatoire des usages et interaction des medias, Deloitte, 2011 / Google / Ipsos Media CT, 1er semestre 2011 / Nielsenwire May 2011
MULTISCREEN TRENDS
UNDERSTANDING MORE PEOPLE THAN AUDIENCE
NO SINGLE SOURCE TO UNDERSTAND AUDIENCE
MULTISCREEN TRENDSAUDIENCE
MULTISCREEN I THE MOST EXCITING EXERCICES
2. THE NEW RULES OF MOBILE. THE LINK TO REAL LIFE. CONVENIENCE : EVERYWHERE / ALWAYS ON / M-COMMERCE CONTEXT : LOCAL / REAL-TIME FUN : SOCIAL / GAMING
60,463,4
66,068,5
70,772,9
74,876,6
6,7
11,1
19,7
26,5
32,4
37,541,4
44,6
11,0%
17,5%
29,9%
38,7%
45,8%
51,4%55,3%
58,2%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
0,0
10,0
20,0
30,0
40,0
50,0
60,0
70,0
80,0
90,0
2009 2010 2011 2012 2013 2014 2015 2016
Mobile suscribers
Smartphone connections
Smartphones penetration rate
MOBILE IS GROWING FASTER THAN ANY TECHNOLOGY BEFORE
Source : World Telecom Matrix, Octobre 2011, En nombre de Cartes SIM / intelligence center, Smartphone connections
Evolution of Mobile users and Smartphone users in France (Million).
Source : http://tomfishburne.com/2011/12/mobile-strategy.html / Observatoire de l’ep-ub, bilan 2011 –prospective 2012, 7è édition, 01/2012 / Médiamétrie / Netratings, T4 2011, Nombre de personnes connectées à l’internet mobile au cours du dernier mois.
WITHOUT A MOBILE STRATEGY, WE MISS SOMETHING. OBVIOUSLY.
+34% [evolution of french mobile audience in 2011] / 1,4% [SOM of Mobile Advertising Spending versus Online Advertising Spending in France in 2011].
Sou
rce
: KP
CB
, http
://w
ww
.slid
esha
re.n
et/k
lein
erpe
rkin
s/kp
cb-to
p-10
-mob
ile-tr
ends
-feb-
2011
AND WILL BECOME A CLOSER FRIEND STILLIn 2011, for the first time, smartphone and tablet shipments exceed those of desktop and notebook shipments.
In 2014, mobile devices will become the most common way of accessing the internet. But they will not replace PCs.
http://www.brooklynspaceprogram.org/BSP/Home.html
BECAUSE MOBILE IS SIMPLE: WELCOME TO « THE NEW APPATHY »In 2011, the apps marketing hit 1 million mark across 4 platforms.
The definition of an app itself may be expanding too as apps arrive on more platforms [TV, Internet of things - Cars, … - ].
Brands begin to launch their own app stores [Amazon App store].
Source : Fast Company, December 2011 / Mobilewalla, December 2011http://www.youtube.com/watch?v=pjIK5BOADVI&feature=player_embedded
BECAUSE THE NEXT GENERATION HANDSETS OPEN A NEW WORLD OF INTERACTIONS.
http://www.youtube.com/watch?v=xL7ASARTlJI
Source : Business Insider, 05/2011 / Digital stats, 03/2011
ALWAYS ONThe iPhone 4 is the most popular camera on flickr / Instagram attracted 12 million users in just over a year.
M-COMMERCEOne in four Starbucks transactions now done by mobile. Starbucks has exceeded 26 million mobile transactions in on year.
EVERYWHEREThanks to mobile devices and other web-connected devices, consumerscan access whatever they want, wherever they are. Welcome to the BOYD (Bring your own devices) economy.
CONVENIENCE
MOBILE TRENDS
LOCAL OR HyLoMo20% of all Google web searches and 40% of all mobile searches are for local intent / 40% of Google Maps usage is through mobile devices,
REAL-TIMEMobile devices help people to find information that’s useful in real time. Most of apps use real time data to provide real time feedback from friends, experts or brands (Go Try it on, Waze, …).
Source : Business Insider, 05/2011 / Digital stats, 03/2011. HyLoMo : Hyper Local Mobile
MOBILE TRENDS
CONTEXT
SOCIAL DISCOVERYTo broaden your social circles.
SOCIALFacebook and Twitter in TOP 5 of mobile audience destinations in France.
Mobile devices are traffic generating plateform for Facebook for 33% in the world. 47% of french active users of Facebook are mobile users.
Facebook paid more attention to mobile devices in 2011 (iPad app, iPhone app updated).
GAMINGGames and entertainement Apps are the most popular category on iTunes and Android Market.
Gartner forecasts that by 2014, 70% of major companies will have at least one “gamified” application.
Source : Comscore mobile, Q3 2011, France / http://www.theverge.com/2011/12/8/2621035/android-market-stats-infographic
FUN
MOBILE TRENDS
MOBILE I THE MOST EXCITING EXERCICES OF 2011
OPTIMISE WAITING TIMETESCO HOMEPLUS Virtual Subway Store in South Korea.
GAMIFICATIONToyota backseat driver.
Pick n’ Play !AUGMENTED CONTENTStar Player, by Heineken, is a free mobile application that allows footfall fans
GET PHYSICAL
GAMIFICATIONLife of George (Lego) combines real and virtual lego.
The Time Killer application by Scandinavian Airlines
GAMIFICATION
3. SOCIAL IS THE NEW NORMAL.
Source: Brian Solis
CONVENIENCE : SOCIAL SHOPPING / SOCIAL SEARCH CROWD-POWER : CROWD SOURCING / CROWD FUNDING FUN : GAMIFICATION NATION DATA : THE SOCIAL GRAPH / PRIVACY AND ERASURE
« SOCIAL IS THE NEW NORMAL. »“ Social networks will be like air. They will be anywhere and everywhere we need and want then to be.” - Charlene Li, Altimeter Group
Social networks are one of the top online destinations. They are already dominant in time spent online.
87% of french internet users are on a social media network.
Source: Brian Solis, I Panel Médiamétrie // NetRatings, 12/2011 I
SOCIAL BECOMES PART OF EVERYDAYSo
urce
: IF
OP,
L’o
bser
vato
ire d
es ré
seau
x so
ciau
x, 1
2/20
11 I
Pane
l Méd
iam
étrie
//Net
Rat
ings
, 11/
2011
Audience France, November 201128,9 m
23,5 m26,9 m
11 m
4 m3,5 m
4,5 m
7,2 m
4,9 m
3,3 m2 m
Source : Global Web Index, September 2011
SOCIAL SEARCHSOCIAL SHOPPINGSocial shopping keeps growing - with the mantra « fish where the fish are » - and emerges as a key source of traffic and sales for online retailers. It has mostly been in the testing stage and takes different forms : curation (polyvore), wish list, share purchase (justboughtit), group buying (groupon), marketplace (asos), people feedback (fashism)….
CONVENIENCE
Search engines, Google first, are continuously perfecting their algorithms and they can’t ignore the shift toward social media relevance.
SOCIAL TRENDS
Source : The Verge, 20/12/2011 I
CROWD-POWER
CROWDSOURCING CROWDFUNDINGCrowdfunding websites are allowing entrepreneurs to tap into networks of small investors. For example, Kickstarter has crowdfunded about 10000 projects since it launched in April of 2009. 1 million people have combined to pledge more than $ 100 million to fund ideas.
In 2012, we can count on the crowdsourcing trend to continue to shake up business processes and spawn endless innovations. In 2011, large communities have grown around common interests, values, and skills.
SOCIAL TRENDS
GAMIFICATION NATION
FUN
Social gaming was the next big trend … in 2008, 2009, 2010, 2011. Driven in part by the popularity of mobiles devices and tablets, 2012 may be the year of social gaming. They are the fastest growing segment of the gaming market with revenues projected to exceed $8.6 billion by the end of 2014 (facebook including).
In 2011, brands gamified more and more their customer experience
SOCIAL TRENDS
Source : Business Insider, 05/2011 / Digital stats, 03/2011
SOCIAL TRENDS
DATA
PRIVACY AND ERASURETHE SOCIAL GRAPH / THE INTEREST GRAPH We are becoming aware of the value of the data we share online, and may start to share differently. The app Take this Lollipop shows the dangers of sharing your identity online by using Facebook Connect to scrape information before revealing a creepy man poring over your profile page.Moreover, people are going to want to selectively edit their social history.
“It’s time for big data to improve customer experience”. Google, Facebook, Amazon and the like are just beginning to tap into the massive data they possess. The Social Graph is the missing connection between search, advertising and what people are doing and talking about on the Web.
SOCIAL SEATING2011 has seen the first steps of social seating in entertainment (Ticketmaster) or airline industries (KLM, Malaysia).
SOCIAL I THE MOST EXCITING EXERCICES IN 2011
PERSONALISATIONFans can create their own album by selecting 10 tracks of the new Album of Kaiser Chiefs.
CROWDSOURCED DATABASELaunched by Foot Locker, Sneakerpedia allows sneaker fans worldwide to share product photos, detailed information, personal stories, and experiences.
GROUP DYNAMICSUniqlo’s Lucky Counter
SHARE SPECIFIC CONTENTAt London Fashion Week in September, Burberry tweeted backstage Twitpics of every look before the models hit the runaway.
GET REALLego Cuusoo
3 TRENDS THAT CHANGE CONSUMERS’ HABITS AND SHAPE THEIR EXPECTATIONS
THE NEW RULES OF MOBILE.
THINK MULTISCREEN.
SOCIAL IS THE NEW NORMAL.
http://www.theverge.com/2012/1/26/2736042/motorola-mobility-larry-robinson-video-gateways / , http://instagr.am/p/nm695/
WELCOME TO « INNOVATION PLANNING »
70% 20% 10%AUDIENCE / CONTENT PLANNING.
PLAY WITH WHAT ALREADY WORKS.
EXPERIMENT & LEARN.
BUDG
ETTI
ME
RESO
URCE
S
60% 20% 20%
Source : Coca Cola Content 2020 Part 2, 2012/08
SUCCESS FOR TO(MORROW)DAY
WELCOME ON THE NEW AGE OF COMMUNICATION. PLAYING WITH INNOVATION IS PASSIONATE. JUST TRY, EXPERIMENT AND LEARN.
THANKS A LOT FOR YOUR TIME
Françoise FASSIN@bookgirl1