Trends Identified
How “Social” is Social Media?
The roots of the social media phenomenon as a societal paradigm are fascinating. In the late 90s, the dispersion of the internet and home PCs became the new means of communication, and provided inspiration for experimentation with how we as humans connect and express ourselves. The hype was immense – as today’s older millennials will remember - basic messaging boards and forums became interactive networks where internet users gained a voice of their own.
2019
Trends 19
GlobalWebIndex
The Next Big Question for Voice Assistants
Voice assistants continue to gain momentum, but there’s still little clarity around how this new interface affects the brandconsumer relationship, and how brands need to reposition themselves in light of this. With strong chances of more growth on the horizon, stakeholders in voice tech are having to consider questions that underline its durability and monetization potential in the future. Above all, they’re having to grapple with the need to commercialize voice assistants, and future-proof their role across the consumer purchase journey.
2019
Trends 19
GlobalWebIndex
Can Esports Actually Make it into the Mainstream?
Esports is well on its way to becoming a household name. Almost 70% of internet users in the UK and U.S. alone have now heard of the term “esports”, with as many as half of those aged 55-64 also being aware of these competitive video game tournaments. Sell-out stadiums and prize pools of $100 million dollars have increased esports’ exposure and shored up any reservations over its longevity, providing a powerful reminder of how much the genre has grown since the first official tournaments took place in the 1990s. A significant chunk of this growth has been in the last year. Among those who say they watch esports content in the UK and U.S., more than 60% watch it at least once a week, with 3 in 10 saying they hadn’t even heard of esports more than a year ago. 2018 has witnessed major structural developments in esports, with franchised leagues bringing it closer to the model of traditional sports. This is making esports a more cohesive and accessible genre of entertainment among new audiences, and helping to win over potential investors and sponsors anxious for signs of strong revenue generating potential. With these structural tweaks all working in harmony, 2019 is the year esports is approaching its tipping point.
2019
Trends 19
GlobalWebIndex
Rethinking “Trust” in a New Era of Data Privacy
In 2018, we witnessed a groundbreaking shift in the way we think about data, privacy and brand trust. The culmination of high-profile corporate privacy scandals and new wide-sweeping data legislation has forced consumers to get to grips with their digital footprints. It’s compelled companies to confront and reevaluate what’s at stake concerning commercial data collection and processing. It’s also coincided with a sense of fatigue and disillusionment with contemporary online marketing techniques that has begun to boil over. While ad-blocking tools may have mitigated some of this disillusionment, they have increasingly and indiscriminately hacked away at vital revenue streams in companies that rely on online advertising. Together with pressure from declining print advertising revenues, the spread of ad-blocking tools has led many organizations to look towards pursuing new subscriptionbased business models to mitigate against the threat.
2019
Trends 19
GlobalWebIndex
The Rise of Green Consumerism: What Do Brands Need to Know?
Environmental degradation is hitting the headlines lately. News articles and documentaries around rising seas, declining air quality and shrinking animal populations are now more common than ever - and they’re beginning to cut through. A couple of moments stand out in particular. In Australia, it was the War on Waste TV program, while in the UK, David Attenborough’s Blue Planet II series sparked a cultural shift around plastic consumption. Sales of reusable coffee cups and water bottles took off, plastic straws were banned in many bars and restaurants, and brands like Evian and Coca-Cola promised packaging made from recycled materials. The impulse to “be greener” is clearly gaining momentum. According to a recent bespoke study we carried out in the UK and U.S., half of digital consumers say environmental concerns impact their purchasing decisions. There’s a difference between intention and action, but brands could miss out on a big group of consumers if their green credentials aren’t up to scratch.
2019
Trends 19
GlobalWebIndex
Decrypting Crypto-Consumers
On October 31th, 2008, the pseudonymous Satoshi Nakamoto published the paper Bitcoin: A Peer-to-Peer Electronic Cash System, which would lay the groundwork for the world’s most talked about and prominent novel currency project since the creation of the euro some twenty years ago. Growing from a little-known cryptography mailing list, a discreetly registered domain, and a dedicated forum set up by its founder, Bitcoin soon inspired a huge growth in traders, platform and brokers, trade media, fans churning out memes, as well as commercial endeavors from cash brokers to exchanges, pubs to candy stores. This rapid expansion also meant that the user and consumer base has been difficult to track and segment. The crypto landscape is awash with data, but consumer data has been more difficult to come by for a variety of reasons. At first the audience was very small, and few cryptocurrency holders would be caught in the dragnet of national surveys – some of which were still based on calling landlines when Bitcoin was launched – and others relied on data volunteered by community members based on straw polls and student surveys. Self-selection also favored outspoken crypto activists, rather than silent investors. It’s the latter group our research has been able to capture. By including cryptocurrency into our global internet user survey, we’ve been able to expand the dragnet to almost 90,000 respondents – and picked up cryptocurrency holders in the course of general fieldwork, without targeting them. This means we have a sample of cryptocurrency holders with more than 25,000 data points against them, which has also served as a benchmark for our subsequent targeted poll.
2019
Trends 19
GlobalWebIndex
Get to know gen Z
Gen Z are now attracting the type of attention that has long been bestowed on Millennials, but with little separating Gen Zers (16-20) from the youngest Millennials in terms of age, how different should we expect these two audiences to be? Do Gen Zers really have de ning characteristics distinct from those of their Millennial counterparts?
2018
Trends 18
GlobalWebIndex
Social commerce: take 2
It has often been assumed that social commerce will transform the way we shop online. As we enter 2018, however, it’s a trend that has gained traction in parts of Asia but is yet to take hold in the West, where online shopping is still rmly rooted in traditional online retailers.
2018
Trends 18
GlobalWebIndex
Sports' online revolution
In a splintering media landscape, live sports have managed to retain their appointment viewing status. But with the likes of ESPN, BT and Sky now reporting some declines for their sports broadcast audiences, it’s clear that even sports are no longer immune to the ‘cord-cutting’ phenomenon. How serious could this digital disruption be and how should the industry respond?
2018
Trends 18
GlobalWebIndex
Digital lessons from Africa
More than in any other world region, mobiles have played a central role in the development of internet behaviors in Africa. This is borne out in the habits of its digital consumers; many online behaviors in Africa are distinctly different from those seen in other parts of the world, and the trends emerging in this region offer us a glimpse into how the coming era of mobile primacy could impact other markets.
2018
Trends 18
GlobalWebIndex