December 6, 2012
Today we released our eighth annual forecast of key trends that will shape or significantly impact consumer mindset and behavior in the near future.
In this year’s report, new technology continues to take center stage, as we see major shifts tied to warp-speed developments in mobile, social and data technologies. Many of our trends reflect how businesses are driving, leveraging or counteracting technology’s omnipresence in our lives, and how consumers are responding to its pull.
We’ll see everyday objects become smarter as technology gets embedded into everything from eyeglasses to socks to bikes, helping us to measure, navigate and augment the world. At the same time, our smartphones will become de facto fingerprints as they evolve into wallets, keys, health consultants and more—our identity all in one place. Also, thanks largely to advances in mobile technology, almost anything—from bus shelters to print magazines—has the ability to be transformed into a retail channel. As a result, we’ll see shopping shift from an activity that takes place in physical stores or online to a value exchange that can play out in multiple new and novel ways.
Our forecast also puts a spotlight on health, with two separate trends examining the rising awareness around the impact of stress and happiness on well-being and how businesses are addressing it.
For more on our “10 Trends for 2013,” see the Executive Summary below. The full report—in which we cover each trend in detail, highlighting what’s driving the shift, how it’s manifesting and what it means for brands—is available here.
February 27, 2012
New research published by Nielsen, part of its U.S. Digital Consumer Report, finds that 29 percent of American smartphone owners used their device for shopping-related activities in the third quarter of 2011. Some of these consumers were looking for deals, comparing prices online while in a physical store (apps such as ShopSavvy help to enable quick comparisons) and finding or using online coupons. This data reflects similar findings from a study of how women are using technology that JWT conducted with Advertising Age late last year.
As mobile payment technologies such as NFC continue to gain adoption, the smartphone will come to play a bigger role in commerce. In the U.S., which lags some markets, Nielsen found that only 9 percent of mobile shoppers use their smartphone as a wallet but that 71 percent of app downloaders would be interested in an app that turns a phone into a credit card. Next week, at the Mobile World Congress in Barcelona, we’ll be tracking how today’s consumers and forward-thinking marketers are using smartphones and sharing some findings via Twitter.
Image credit: blog.nielsen.com
February 21, 2012
Spotted the below on the JWT Intelligence site. The graphic and text highlights the opportunities for some retailers when it comes to their physical retail space. It would be good to see some of the UK retailers taking up the ideas and highlighted below to create to really brand affinity and awareness.
With more people buying online, retail spaces will increasingly serve as a “third space” that’s only partly about shopping (one of our Trends for 2011). In the food sector, as online services such as FreshDirect and Seamless.com expand, consumers are seeking real-world spaces where they can not only eat or buy food but meet people and enjoy unique experiences, as we found in a survey conducted for our February trend report on food.
Our study, which polled 1,270 adults in the U.K. and the U.S., found that Millennials are most eager for third-space experiences at food outlets. More than 7 in 10 said they would be interested in special events at grocery stores or restaurants, and more than half liked the idea of communal tables and meeting other diners at restaurants. Gen Xers are somewhat less interested, while Boomers lag Millennials by more than 20 points on each question.
Some retailers are pitching themselves as more than just a place to pick up supplies, like Whole Foods, which recently debuted a series of comedy videos on YouTube that showcase the store as a spot for socializing and matchmaking. See our trend report, “What’s Cooking?,” for more on how the idea of the third space is manifesting in the food sector.