Bob Gale, writer of “Back To The Future II,” certainly has an eye for spotting future trends. After all, a lot of the technology depicted in the 1989 film has made its way into the daily lives of consumers today. In the 1989 flick, Marty McFly and his friend Doc Brown travel through time to October 21, 2015, where they are exposed to how people live in the future and the technology they use. Here’s a breakdown of some of the technology in the movie that actually exists today.

1. Adobe Marketing Insights & Operations (MIO)
‘Back To The Future’ Day
Adobe Digital Index

2. Adobe Marketing Insights & Operations (MIO)
‘Back To The Future II’ made $322 million worldwide in 1989, and predicted a lot
about what future technology might look like. This Digital Scorecard grades how well
the movie did on its now 26-year old predictions.
Movie Stats
• The “Back To The Future” Trilogy has made nearly $1 billion
in revenue globally
• 4 million + fans on Facebook and Twitter
• Daily mentions of “Back To The Future have increased 2x
since October when brands started promoting the day
• “Back To The Future” products Pepsi bottle, Nike Power
Laces, and Jaws 19 have 40k mentions since October 1st
• Jaws 19 trailer released by Universal has 1.3 million
YouTube views since being released on 10/5/2015
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‘Back To The Future’ Day October 21, 2015
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3. Adobe Marketing Insights & Operations (MIO)
Apple Watch (2M), Fitbit (734k), Google On Hub (105k),
and Amazon Dash (58k) are some of the top-buzzed IoT
products over the last 60 days.
Average sentiment of IoT devices is 60% joy, admiration,
or anticipation. Positive sentiment was highest for smart
mattresses that promote sleep and the OORT smart
finder which helps you find lost belongings. Lowest for
the Nest and Nest cam, which had massive outages over
the last few months.
IOT device social mentions last 60 days
2500000
2000000
1500000
1000000
500000
0
Apple Watch Fitbit Google on Hub Amazon Dash
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Internet of Things revolution, and some of
the key products it has spawned, have had over
5 million + social mentions in the last 90 days.
Some items include smartwatches and fitness
trackers, light bulbs, home automation, and
even a smart herb garden similar to the one
shown in the movie.
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4. Adobe Marketing Insights & Operations (MIO)
• Skype has over 7 million social mentions since June 1st.
• U.S., U.K., France, Brazil, and Spain are the top 5 countries for
social mentions
• Skype has nearly 35 million fans on Facebook and Twitter
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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5. Adobe Marketing Insights & Operations (MIO)
Sony and Samsung lead the social chatter about 4K TVs with over 2
million + mentions since June. 63% of the social mentions relate to Joy,
Admiration, or Anticipation
At CES 2015 the average screen size of TVs on the floor was 63 inches.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
63”
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6. Adobe Marketing Insights & Operations (MIO)
Adobe Digital Index shows that In Q2 2015, 11% of
website visits and revenue to retail sites were from
Tablets. They have become commonplace in our world
with hundreds of millions of iPads and Android tablets
having shipped since 2010. With Square, PayPal, Apple
Pay and other mobile payment options, you could easily
make a donation for the clock tower.
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A recent Adobe Digital Index analysis shows that 23% of purchases
on smartphones use alternate payment methods.
According to Adobe Digital Index, Facebook’s targeted ads leveraging
information such as gender, age, likes, location, and relationship status,
doubled the platform’s click through rates during 2015.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Digital Index Share of Sales via Digital Wallet
payment methods
15%
0%
Desktop Tablet Mobile Phone
16%
19%
23%
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8. Adobe Marketing Insights & Operations (MIO)
Facebook’s Oculus leads in share of Q3
2015 virtual reality social mentions.
47% of buzz around VR relates to Joy,
Admiration, or Anticipation.
Q3 2015 Share Of VR Buzz
Morpheus
14%
HTC Vive
2%
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Hololens
22%
Oculus
62%
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9. Adobe Marketing Insights & Operations (MIO)
While they aren’t widely used for live streaming news yet, drones
have become very popular.
Drones related to commercial, consumer, and military use have 3
million+ mentions since June 1st.
60% of social buzz around drones relates to sadness, with people
talking about military use of drones. Also, NHL star Steven Stamkos
hates drones so much that he uses them for practice.
Drones share of social emotion
Joy Admiration Anticipation Surprise Sadness
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Marketing Insights & Operations (MIO)
JOY
ADMIRATION
ANTICIPATION
SURPRISE
SADNESS
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10. Adobe Marketing Insights & Operations (MIO)
Hoverboards average 4K mentions on social every day, despite
not being widely used. They got a boost in the press when Wiz
Khalifa was detained in the airport by customs for using a wheel
operated one.
The Hovertrax on wheels retails for up to $1,500.
Tony Hawk riding The Hendo Hoverboard has 13
million YouTube views to date
200,000
160,000
120,000
80,000
40,000
0
Hoverboard social mentions
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We can’t convert used banana peels and old cans into energy yet,
but the Tesla brand electric car has over 1 million social mentions
over the summer months. The brand has nearly 1.5 million fans on
Facebook and Twitter
The Model X has 100k + mentions since being announced with 60%
of sentiment relating to Joy, Admiration, or Anticipation
If the movie were shot today, would a driverless Tesla replace the Delorean?
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The Chicago Cubs
The Cubs still own the Longest current WS championship drought. 106 Seasons.
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The Cubs and the World Series have over 60k mentions
in the last 30 days. If the Cubs end up winning it all in
2015, the grade would obviously be an A + and possibly
prove time travel and the use of Grey’s sports almanac.
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13. Adobe Marketing Insights & Operations (MIO)
Fax Machines
Fax Machines is perhaps one of the things that “Back to the
Future II” got horribly wrong.
Fax Machines have only 10k mentions in the last 90 Days.
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GRADE
Forget the fax, it’s all about email. A recent Adobe digital index survey
showed that the average US white collar worker spends 6.3 hours each
week day on email, including both work and personal email.
88% of Millennials check email on smartphones, compared to 76% who
use desktop or laptop computers.
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Extra Credit:
Word “McFly” has been
used over 300k times since June 1st.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
B+ Average
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15. Adobe Marketing Insights & Operations (MIO)
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Methodology
Report based on social engagements (mentions, page likes, and followers) captured from
blogs, Facebook, G+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus,
Foursquare, Metacafe, WordPress, and YouTube. Social buzz is based on aggregate total
of social mentions.
• Data from Adobe Marketing Cloud Solutions leveraged: Adobe Social
• Analysis based on: 100 million+ social engagements related to “Back To The
Future” and current technology
• Grading Scale: A sliding scale from A to F. A suggests that the film prediction hit
the mark on where we are today. An F grade shows that the film completely
missed.
To Learn More about Adobe Digital Index
• Twitter: @AdobeIndex
• Web: adobe.ly/digitalindex
Other Sources:
Movie revenue: http://www.boxofficemojo.com
CES TV screen size: http://www.techhive.com/article/2870779/smart-tv/the-tvs-of-ces-what-a-data-
driven-analysis-tells-us-about-4k-display-sizes-and-more.html
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