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Trends 17, a study by GlobalWebIndex, on understanding the digital consumer, says there are six core trends driving substantial demand in audience profiling and expanding the market: Radical globalisation, consumer power, democratisation of content, long tail advertisers, audience fragmentation and real time information flow. Here are some excerpts from the study:
Video sharing is a metric to watch. As the quality of mobile phone connections improves and mobile internet gets a larger share of daily online time, consumers will have more opportunities to watch videos on the go via Facebook. Any platform depending on the daily digital behaviour of its users can benefit from having video, it says.
Snap’s Spectacles are better positioned than Google Glass to kick-start the wearables revolution. The former is responding to the tendency among Internet users (6 in 10, on average) to upload videos every month, while the latter was trying to create new ones.
Consumers are spending more time each year on social networks and on mobiles and are relatively happy to engage with brands in social contexts when the value exchange is clear.
Video consumption and search are both set to expand inside the social arena and artificial intelligence and bots will become more sophisticated.
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