Whirlpool EMEA presents: Digital School, Lesson 9 | Consumer Trends 2013. - Generation G - Point & Know - Maturialism - Social Lite - Pricing Pandemonium - Be Ethical - Be Faster & Friendly - Second screen - Data shaped - The mass and the virgin Consumers

1. LESSON 9
Consumer trends for 2013

2. introduction
Our final lesson of Digital School identifies 10 Web Trends
including examples of brands and businesses that are already
putting them into practice.
The Trends:
- Generation G
- Point & Know
- Maturialism
- Social Lite
- Pricing Pandemonium
- Be Ethical
- Be Faster & Friendly
- Second screen
- Data shaped
- The mass and the virgin Consumers
2

3. GENERATION G
3

4. GENERATION G
For many consumers, giving and sharing
is the new status symbol.
GENERATION G captures the growing
importance of ‘generosity’ as a leading
societal and business mindset. In fact, for
many, giving, sharing and then receiving
recognition have replaced ‘taking’ as the
new status symbol.
4

5. Get a pair, donate a pair
Warby Parker provides children in
need with a pair of glasses for
every pair purchased via their
website.
http://www.warbyparker.com/do-good/
5

6. KRAFT
In 2012 KRAFT Macaroni & Cheese
launched the iPad application "Dinner Not
Art".
The art of making compositions with pasta
has been practiced by children for
decades. KRAFT designed this application
on the basis of maintaining this creative
tradition while eliminating food waste.
The app enables users
to express their creativity and for each
macaroon that is not wasted one is
donated to the association Feeding
America.
www.facebook.com/kraftmacaroniandcheese?fref=ts
6

7. Airbnb and hurricane sandy
Airbnb launched a microsite that
encouraged people to offer rooms, houses
or sofas free of charge to victims of
Hurricane Sandy in November 2012.
In collaboration with the city of New York,
Airbnb allowed free advertising space, with
the goal of helping New Yorkers who
were left homeless as a result of the storm.
7

8. POINT & KNOW
8

9. point & know
The readily availability of textual search and textual
information means that the race is on to include ‘real
world’ elements – when we talk about ‘real world’ we
are referring to humans and physical objects.
In 2012 we saw a combination of recognised Apps
and QR codes, highlighting information about physical
objects and people that consumers encounter in the
real world.
Similar to other trends, it was the rise of the (alwaysin-my-pocket) smartphone that fuelled POINT &
KNOW over the last 12 months.
9

10. ADDICTION TO “mobile”
Mobile addiction: A survey of U.S. adult
smartphone owners found that 63% of
female respondents and 73% of male
respondents are not able to live an hour
without checking their phones.
(Harris Interactive, May 2012)
People always have a smartphone with
them and use it relentlessly to stay
connected and be informed!
10

11. point and know
Election campaigns also use a ‘social’ approach.
Super PAC is an application that recognises the
themes and contents of electoral messages and
directs the user to external sources to check these
out. Developed as an offshoot of MIT, it is free and
allows users to share their opinions.
Peapod, created a virtual supermarket in
Chicago. Users could buy the products via
a QR code displayed on the "virtual" shelves
http://www.youtube.com/watch?v=wrQL0V2F8r8
http://www.peapod.com/
http://www.superpacapp.org/
11

12. Project ingeborg
A virtual library in Klagenfurt
The Austrian city of Klagenfurt does
not have a library, 70 stickers
displaying QR codes and containing
NFC chips were placed in different
locations, allowing users to download
e-books!
http://pingeb.org/
12

13. MATURALISM
13

14. maturalism
Mature materialism
Experienced, urban, hyperconsumers are
able to handle more daring innovations,
more quirky flavors, more risqué
experiences. Fed up with being treated
as bland, vanilla audiences, these
consumers increasingly appreciate brands
that push the boundaries.
14

15. CONTREX
Contrex, the brand of mineral water owned by
Nestlè Waters group launched the second edition of
the Paris "But Contrexpérience’’ in September 2012.
The initiative included a projection mapping on the
facade of the Cité Universitaire that recreated the
scene of a blazing fire, with a large group of men in
the flesh begging to be saved.
The passers-by and potential consumers were
then invited to climb the steps to pedal in order to
activate a sprinkler system to ‘put out’ the fake fire.
The message behind the initiative is that you
can easily burn calories and keep fit.
http://www.youtube.com/watch?v=yEH4Yum4nN4/
15

16. windows 8 - live tile experiment
For the release of Windows 8, Microsoft launched
an exciting initiative in Oslo. A false wall of a
building was mounted in quiet street, located just
outside was an illuminated tile with the symbol of
the headphones on it, in collaboration with the band
Datarock, who kicked off a concert behind this wall.
The unsuspecting passers-by, intrigued by the
shadows of the crowd and the music coming from
the windows of this wall tile and seeing the light,
were forced to stand on it.
The result? The wall collapsed, leaving the passerby unharmed but surrounded by a crowd of people
jumping to the rhythm of music.
http://www.youtube.com/watch?v=mof-Dq3hvWs
16

17. red bull crashed ice & Racing showcar
64 skaters participated in a race in the center of the city.
This is the video for the race of Saint Paul.
The tour covers several cities around the world.
Formula 1 cars and the best stunts in
the centers of major cities around the
world.
http://goo.gl/jCgBR
http://goo.gl/7RfRz
17

18. COCA COLA
Summer 2012 saw Coca Cola launching an
initiative for their "Happiness" in Naples project.
The Brand, in collaboration with the chef Simone
Rugiati, used a delivery truck which transformed
into a mobile kitchen including a dining room. so
that passers-by were invited to sit and enjoy an
delicious dinner and to drink Coke.
A dedicated application on Facebook was also
set up to encourage customers to invite their
friends..
A delivery truck that transforms into a dining
room to have dinner "together".
http://www.youtube.com/watch?v=Sh2v1XfQ-SE
18

19. COCA COLA
In September, 2012 Coca Cola launched
an advertising campaign in Korea featuring
an interactive vending machine that rewarded
people with free cans of Coke when they
completed the dance sequences shown.
An interesting initiative that is part of the
project "Happiness" Coca-Cola.
www.cocacola.co.kr/Cocacola/
19

20. SOCIAL LITE
20

21. SOCIAL LITE
The element of ‘Sharing’ allows individuals to –
compile, remix, comment and recommend
information to friends and interested parties.
The bonus arises in that individuals who practice
sharing become important and respected
‘influencers’ for others.
21

22. COMODO NYC
The restaurant Comodo in Manhattan
exploited the propensity of customers to
take pictures of dishes ordered, creating
a menu on Instagram.
Via the hashtag #comodomenu users could
take advantage of a "user generated" menu.
http://comodonyc.com/
22

23. HITCHSHOTS
To accompany the opening of the
Hitchcock film, a contest was launched on
Instagram called Hitchshots, which
required users to post their photos on the
social network inspired by the films of the
master of mystery.
The winners reportedly accounted for the
movie poster autographed by the actors.
Contest on Instagram that invites users to
post their own photos inspired by the films
of Hitchcock.
www.hitchshots.com/
23

24. PRICING
PANDEMONIUM
24

25. pricing pandemonium
Consumers have always been price orientated,
however, with the rise in new technologies and
services, their attitudes have evolved.
This is interesting from the view point of brands,
as they can attract consumers in new ways i.e.
smart pricing!
25

26. Zeerca
Launched in Spain in January 2012, Zeerca
the free mobile app. The app using GPS
shows users where they can locate shops,
bars and restaurants offering discounts and
promotions.
Users can follow Zeerca on Twitter and
Facebook to discover the latest news on deals
within their area.
https://www.zeerca.com/en/index.php
26

27. Pay what you want
A successful experiment from Humble Book:
users were asked to pay "what they felt was the
right price’’ to read e-books.
http://goo.gl/3L5N3
27

28. READ FIRST, PAY LATER
An e-bookstore and e-reading platform
that lets you pay only for what you read.
http://goo.gl/smvvk
http://www.totalboox.com/
28

29. pear to pear
Airbnb provide the most famous “peer to peer”
service: consumers are brought together in a
community, where everyone has a score and a
reputation based on their behaviour.
The company is an online service that provides a
platform for individuals referred to as “hosts”,
generally private parties, to rent unoccupied living
space and other short-term lodging to guests
The success of Airbnb is due to the fact that users
can earn money, but also save it for their own
travel interests.
https://www.airbnb.it/
29

30. Share and pay instead of buying
Car sharing sponsored by Citroen: the service
is also available in Italy. Customers can
choose to rent electric-run cars at reasonable
prices.
P2P lending platform - More than a billion
dollars in personal loans up to November
2012.
http://www.lendingclub.com/
http://goo.gl/BkJTW
30

31. CLEANING pandemonium
Also the world of washing
machines is taking part!
A service that connects those who have a
washing machine and who does not.
http://www.lamachineduvoisin.fr/
31

32. BE ETHICAL
- Clients ask for transparency, clarity and honesty from the companies -
32

33. be transparent
In 2013, more and more consumers are
demanding transparency from brands, i.e.
they must have nothing to hide!
Soda brand
“Check Then Choose”: a
vending machine that
displays the calorie count
of the drink.
Companies are now required to fulfil the
needs of consumers in respect to product
information: how they are made and their
impact on the environment.
69% of consumers say they would
willingly buy from a brand that publishes
its CSR results compared to a company that
does not.
McDonald's
‘’Under 400 Calories’’:
informed their consumers
re: the calorie intake.
(Source: Cone Communications, Oct 2012)
33

34. patagonia - footprint chronicles
A section of the site is dedicated to
Patagonia to describe how it functions.
The site aims to make the company
transparent and to reduce the
environmental impact.
http://www.patagonia.com/us/footprint
34

35. BE FASTER AND FRIENDLY
- Today we communicate with consumers and fans in real time, in turn they
constantly have questions and requests to the brand or celebrity, and expect a clear
and immediate answer, with a simple and friendly tone of voice! -
35

36. THE CASE OF bodyform
In October 2012, a "male" user published an
ironic post about sanitary towels on the
Bodyform website that made fun of
stereotypical women in the communications
sector.
The company promptly responded with a
video, using a fake Manger of the group, who
responded with sarcasm to the post.
The video went viral and generated a lot of
buzz online.
http://www.youtube.com/watch?v=Bpy75q2DDow
36

37. THE CASE OF thomas cook
A user named Thomas Cook asked
the historical agency "Thomas Cook"
to be reimbursed for sharing the
same name as the company.
The company’s managers responded
using an ironic tone, stating that they
can not give away a free trip.
http://imgur.com/a/Lyo8S
37

38. THE CASE OF thomas cook
lowcostholidays.com a small travel agency,
took advantage of the situation with a really
ironic, funny and fresh response.
38

39. THE CASE OF thomas cook
Thomas Cook goes to Paris!
This was the published on Reddit, earning
a lot of popularity for lowcostholidays.com
39

40. SAMSUNG CANADA
In May, 2012, a fan of Samsung products
posted a comment on the Canadian Samsung
Facebook page, asking for a Galaxy S III
before the release of the smartphone and
attaching a drawing of a dragon.
Samsung responded by refusing the request
but offered in exchange a drawing
of a kangaroo on a unicycle.
40

41. OreO @super bowl
During the Super Bowl game on February 4,
2013, there was a blackout that cut-off half of
the light supply in the New Orleans stadium,
halting the game for up to 34 minutes.
At 20:48 (3:48 Italian time) the official account
on Twitter Oreo cookies, owned by the group
Mondelez International, tweeted:
"Black out? No problem".
The tweet was accompanied by this image,
it has been retweeted 15 thousand times in the
first 14 hours and the same image on Facebook
received 20 thousand likes.
http://goo.gl/ojZO1
41

42. SECOND SCREEN DOMINATION
- We have already seen a lesson dedicated to this important trend. “95% of social conversation about TV happens on Twitter.”
Fred Graver, Manager di Twitter
42

43. second screen
Several studies outline a clear trend where
individuals use of other devices while watching
television, in particular tablets or smartphones.
The symbiosis between the traditional TV and
the social world will be one of the most
interesting trends to watch this year.
Twitter as well as other social media offer a
means of measuring what Auditel fails to
calculate: the engagement, the amplification of
the messages concerning a transmission, the
liking (through the use of semantic engines).
43

44. people love tablet: SALES TRENDS
SALES OF TABLETS, SMARTPHONES AND
E-READERS ARE SET TO GROW FAST:
TABLET SALES FORECAST, 2010-2015
18m 64m
104m
2010 2011
2012
178m
252m
2014
2013
326m
2015
By 2015, the smartphone market will have grown from around 450m devices
today to 1.1bn (android, windows, ios, rim).
By next year, 12% of us adults (28.9m people) will own an e-reader.
44

45. lean back e lean forward: cosa vuol dire?
LEAN BACK 2.0
iPad users - lean back approach
Book readers - lean forward approach
PC users - lean forward approach
I.E. This is the way we sit while interacting
with these different media.
45

46. lean back e lean forward: cosa vuol dire?
Jacob Nielsen, one of the greatest scholars of
interaction design, did a study on the different
ways to use the media.
LEAN BACK 2.0
To the question: "how readers read on the web?"
Nielsen said: "They do not read."
According to Nielsen people rarely read web pages
word for word instead they skim the page, and pick
up on words or phrases that have caught their
attention.
79% of web readers read superficially, compared
to a measly 16% reading in depth word for word.
46

47. READING ON A TABLET/READING ON THE WEB
READING ON THE WEB
Web users - lean forward approach also when they read
the daily newspaper, scanning for interesting information.
People use the internet with a specific purpose:
articles should be short and be straight to the point
and videos should be brief.
READING ON A TABLET
Tablet users have a "lean back" approach which is more
a passive
The users are more isolated, and less likely to share.
47

48. DATASHAPED
- How data is changing the consumer experience -
48

49. real time rElevance
In 2013, busy consumers will expect
mobile to provide real-time information
services that pay attention to their needs
and respond accordingly.
That means hyper-personal, supersynced, almost accurate lifestyle
assistance that arrives just as – or even
better, just before – consumers realize
they need it.
49

50. real time rElevance
APPLE PASSBOOK
Virtual wallet automatically displays relevant contents
In September 2012 Apple launched its
latest mobile operating system, including
Passbook, an app that functions as a
virtual wallet. Users store loyalty cards,
concert tickets, and coupons using the
app, as well as boarding passes from
participating airlines, which will
automatically display when the user
arrives at the flight departure gate.
50

51. real time rilevance
APPLE PASSBOOK
Online catalog reccomends products based on
friends’ likes
Lauched in the US during Q3 2012, Pickie
provides personaliSed product catalogues
for consumers to browse, based on the
items being discussed by their friends on
social media sites. Users link their Pickie
account to their social media profiles, and
the site then generates the catalogues, as
well as offering articles on shopping and
selected products.
51

52. in store guide
MACY’S
Indoor GPS allows customers to find products easily
Macy’s shopping app, updated in October
2012, offers an indoor navigation function
that enables customers to receive in-store
directions. The app uses a combination of
GPS and wifi data to determinate the
location of users and provide turn-by-turn
directions to products. Currently limited to
the Herald Square store in NYC, Macy’s
plans to expand the service countrywide.
52

53. BUT REMEMBER THE MASS!
53

54. remember the mass!
YOU’VE JUST SEEN AN ARRAY OF EMERGING
CONSUMER TRENDS THAT WILL BE VITAL FOR
THE COMING YEAR. BUT THERE’S MORE.
Apart from these emerging trends, it’s vital to
remember the most potent ongoing consumer megatrend of them all: MASS.
MASS & DON’T CARE: The trends in this Trend
Report, including the game-changing trends, will not
apply to everyone in 2013, least of all the billions of
MASS consumers, many of whom simply DON’T
CARE.
54

55. angry birds: global takeover
Alongside the niche – the crafted, the handmade, the
unique – there is also the MASS. Indeed, the vast
majority of the billions of transactions made every
day by consumers around the world are, and
always will be, MASS.
There will also be endless consumers who, for better
or for worse, DON’T CARE (yet) about seeking out
the new. Even if it promises to be cleaner, healthier,
more convenient, more relevant, better. Whether
through inertia, inability or apathy, most consumers’
behavior won’t change overnight, if at all.
In October 2012, McDonald’s China announced its partership
with Rovio, which saw the brands launch special, limited
location Angry Birds games. While in participating restaurants,
players can access sepecial hidden game modes and features
that are not present in the normal game
55

56. angry birds: global takeover
In June 2012, Finland-based Angry Birds developer Rovio
launched branded MasterCard credit cards in Russia, in
partnership with commercial bank Promsvyazbank. Decorated
with the videogame’s main characters, only 100.000 of the cards
were available, with cardholders offered a 10% discount on all
Angry Birds merchandise in Rovio’s internet store.
In June 2012, the Särkänniemi Adventure Park in Finland
opened Angry Birds Land, On offer are rides based on the Angry
Birds game, as well as an adventure playground, designed for
adults and kids alike.
56

57. angry birds: global takeover
Angry Birds Star Wars was
launched in November 2012. the
initial download offers players 80
levels split between two worlds.
Tatooine and the Death Star, and
the birds have Star Wars props
such as light sabers and lasers.
57

58. THE MASS DO WHAT THEY WANT
The ultimate DON’T CARE: June 2012
saw Burger King’s Bacon Sundae rolled
out across the US after a successful
pilot in Nashville.
So much for healthy lifestyles ;-)
58

59. VIRGIN CONSUMERISM
Within the mass there will always be new consumers, ready to try new products and experiences.
At every social level.
People are always fascinated by what is new!
59

60. VIRGIN CONSUMERISM
THE KEY TO ADOPTING A VIRGIN MINDSET
#1
KEEP IT SIMPLE
#2
EXPLAIN YOUR BRAND
#3
DON’T ASK FOR
COMMITMENT
Adopting a VIRGIN mindset is essential if you want to stand a chance
with many consumers.
60

61. WHAT TO EXPECT FROM 2013?
• Increasing mobile access
• Social media will play an increasingly important role
in our lives
• We will use the Internet in a more "professional" and
"private" manner.
• The Internet will be ‘content’ orientated.
• Innovative forms of communication, including digital
and traditional.
http://goo.gl/pXSdG
61

62. Thank you!
In the following concluding
lesson you can join us to
discover how to understand
consumers using social analysis!
62