How Innovations & Consumer Behavior Lead To Consumer Insight

1. The Future of
NOW

2. How Innovations &
Consumer Behavior
Lead To
Consumer Insight

3. Overview
Consumer Challenges - how is the world impacting consumers and their behavior?
Consumer Desires - what do consumers crave?
Consumer Trends - what are consumers doing?
Consumers by Generation - who are they?
How do we Benefit?
Sources

4. Consumer Challenges
Largest population segment is retiring
Cost of living is rising
Median household income has dropped 4 years in a row
Discretionary income is down for the middle class
Consumer confidence is lowest in a decade
Consumers are overwhelmed with choices
70% of workers are unhappy in their jobs
Unemployment is still high

5. Consumer Behavior
Consumers are on the hunt for deals
Consumers trust reviews not advertising
Consumers are afraid to spend, especially on large purchases

6. What That Means
Price is a major component to purchases, consumers spend more time researching
than buying
Consumers are less impacted by marketing and more impacted by customer reviews
on 3rd party sites, social networks, non-affiliated influencers
Consumers are afraid to spend, especially on large purchases

7. Consumer Desires
Multiplicity
Hyper-Efficiency
New Industrial Revolution
Escape
Mindfulness
Super Personalization

8. Multiplicity
Consumers want
multiple touch points,
multiple senses
stimulated, and above
all, they want to
actively engage.

9. Hyper-Efficiency
Consumers are expecting more
from their products and services
as well as themselves. They have
an intense need for faster, smarter
and more efficient solutions to
age-old problems.

10. New Industrial Revolution
3D printing, DIY, crowdsourcing, coding for kids, etsy...
Consumers are doing more than consuming, they’re
creating on their own, all enabled by technology.

11. Escape
Dual-career households, austerity, fast-paced change
are driving consumers to indulge in childlike freedom.

12. Mindfulness
Consumers are seeking deeper
meaning, craving to unplug,
planning self-development,
honoring their ethical
responsibilities.

13. Super Personalization
It’s not enough that consumers can
personalize products and services,
they expect brands to initiate the
personalization. They demand
context and relevance.

14. Consumer Trends
Driving innovation
Leveraging technology
Visualizing
Centering themselves in the brand experience
Disengaging
Changing channels

15. Driving Innovation
According to Roger’s Diffusion of Innovation Theory:
“personal and optional innovations usually are adopted faster than the innovations
involving an organizational or collective innovation-decision”
Consumer adoption is driving innovation.
Innovators & Early adopters are key influencers.
0 10 20 30 40 50 60
Join Groups
Follow Groups/Orgs
Post/Watch Video
Support Causes
Looked for Information
INNOVATORS
2.5% 13.5% 34% 34% 16%
LAGGARDS
EARLY ADOPTERS
EARLY
MAJORITY
LATE
MAJORITY

16. Leveraging Technology
Tablet ownership 36%
Smartphone ownership 55%
Laptop ownership 75%
SmartDevice ownership 36%
Multitasking during TV +5x
In-home smart devices 50%
iPad 8:35 PM

17. Visualizing
46.1% of people say a website’s design is
the number one criterion for discerning
the credibility of the company.
85% of consumers watch video online.
60 hours of video is uploaded to YouTube
each minute.
85% of consumers are more likely to
purchase a product after watching a
product video.
800% increase in Google searches for the
term “infographic” since 2012.

18. Consumer-Centered Brand Experience
Participant
User
Customer
Producer
Community
Consumer
< >
CONSUMER

19. Disengaging
Only 25% of consumers have brand loyalty

20. Changing Channels
Consumers are constantly shifting away
from irrelevant advertising requiring
brands to either find new channels,
gimmicks and tricks to get their attention,
or do better, more relevant and targeted
advertising.

21. Generations

22. Baby
Boomers
Data
Personality
Media
Consumption
Born 1943-1964
Ages 50-71
hrs/week
‘Boomers’ have a
strong set of ideals
and traditions, and are
regarded as being very
family-oriented. They
are fearful of the future,
relatively active and liberal
socially but conservative
politically.
Internet
Web
7
VATORS
.5% 13.5% 34% 34% 16%
LAGGARDS
EARLY ADOPTERS
EARLY
MAJORITY
LATE
MAJORITY
0
10
20
30
40
50
PhoneWebTV
48 7
>5

23. Baby
Boomers
Top 5 Sources for Topics of Interest
Online Activities
Social Network Activities
Internet
Friends & Family
Television
Magazines/Newspapers
Brochures/Catalogues
83%
77%
65%
52%
36%
0 10 20 30 40 50 60
Join Groups
Follow Groups/Orgs
Post/Watch Video
Support Causes
0 10 20 30 40 50 60
Talked to Others
Contacted Business/Org
Visited a Website of Interest
Made a Purchase
Looked for Information
10
20
30
40
50
TV
48.25
Web
7
INNOVATORS
2.5% 13.5% 34% 34% 16%
LAGGARDS
EARLY ADOPTERS
EARLY
MAJORITY
LATE
MAJORITY
10
20
30
40
50
48 7
0 10 20 30 40 50 60
Join Groups
Follow Groups/Orgs
Post/Watch Video
Support Causes
0 10 20 30 40 50 60
Talked to Others
Contacted Business/Org
Visited a Website of Interest
Made a Purchase
Looked for Information
30
40
50
TV Web
INNOVATORS
2.5% 13.5% 34% 34% 16%
LAGGARDS
EARLY ADOPTERS
EARLY
MAJORITY
LATE
MAJORITY
40
50
48 7

24. Gen X
Data
Personality
Media
Consumption
Born 1961-1976
Ages 38-53
hrs/week
Generation X lives in
the present, likes to
experiment, and expects
immediate results. Xers
are selfish and cynical,
and depend a lot on their
parents. They question
authority and feel they
carry the burden of the
previous generations.
ernet
eb
25
ORS
13.5% 34% 34% 16%
LAGGARDS
ARLY ADOPTERS
EARLY
MAJORITY
LATE
MAJORITY
0
5
10
15
20
25
30
35
40
PhoneWebTV
36
9.25
16.8

25. Generation
X
Top 5 Sources for Topics of Interest
Where Gen X Connects with Brands
Gen X Spends $561 Billion Online
Internet
Friends & Family
Television
Magazines/Newspapers
Brochures/Catalogues
83%
77%
65%
52%
36%
Online Shopping by gender
Shopped online last year
Cart abandonment rate
% of consumers purchase
in 24 hrs
Tablet owners who bought
with their device
52% Female/48% Male
4x or more
89.2%
88%
85%
0 10 20 30 40 50 60 70 80
Pinterest
Twitter
Facebook
0 20 40 60 80 100
Travel Planning
Shopping
Banking
News/Weather
Email
15
20
25
30
35
40
TV
36.25
Web
9.25
62%
11%
23% INNOVATORS
2.5% 13.5% 34% 34% 16%
LAGGARDS
EARLY ADOPTERS
EARLY
MAJORITY
LATE
MAJORITY
20
25
30
35
40
36

26. Milleniels
/GenY
Data
Personality
Media
Consumption
Born 1977-1994
Ages 20-37
hrs/week
The Y Generation is
regarded as being
materialistic, selfish, and
disrespectful — but also
very aware of the world
and very technologically
literate. They are trying to
grow-up too quickly, and
have no good role models
to look towards.
Internet
Web
25
VATORS
.5% 13.5% 34% 34% 16%
LAGGARDS
EARLY ADOPTERS
EARLY
MAJORITY
LATE
MAJORITY
0
5
10
15
20
25
30
PhoneWebTV
26 25 22

27. Milleniels /
GenerationY
Milleniels Connected Obsession
Where and When They Connect
Online Shopping
Favorite Social Networks/Apps
Compulsively check updates
Anxious w/o smartphone
Don’t trust security of SoNets
Spend equal time w/ friends
online as in real life
90%
77%
75%
67%
In bed
At dinner
In the bathroom
While driving
75%
76%
35%
20%
Shop online
Rely on customer reviews
Share email for discounts
Not willing to share phone,
address, or other personal data
90%
58%
57%
97%

28. Gen C
(Connected)
Data
Personality
Media
Consumption*
Born 2001-2020
Ages 0-13
hrs/week
Generation C is a
somewhat unknown
entity, being so early
in it’s development.
It has grown up with
the violence of global
terrorism, is the first truly
digital native and will be
the most racially diverse.
Phonenet
b
4
VATORS
.5% 13.5% 34% 34% 16%
LAGGARDS
EARLY ADOPTERS
EARLY
MAJORITY
LATE
MAJORITY
PhoneWebTV
0
5
10
15
20
25
30
PhoneWebTV
25.7 24
24

29. Generation C
Facebook
Media Consumption In-depth
Generation C & Technology
Favorite Apps
While media consumption of Gen C seems slightly
less than Gen X and more than Milleniels, it should
be noted that in a day that consists of 7.5 hours of
media consumption, more often than not, Gen Cers
are consuming 10 hours and 45 worth of media by
using 2 screens at once. Children under 13 spend an
amazing 10 hours per week on a phone.
Despite Facebook rules blocking anyone under 13 to
join, there are currently 7.3 million members of Gen
C on Facebook, 5 million of those are under 10.
Average age of 1st cell phone
Number of gamers
Under 2 using a mobile device
Have bedroom TV
Increase in daily use of mobile
device since 2011
12
20.4 million
38%
32%
+225%

30. What have we
learned?
• Traditional media still works but take advantage of new media such as mobile apps,
games and social networks, especially with younger audiences.
• Consumers have less to spend, always looking for deals and rely in consumer
reviews to help them make decisions.
• Consumer engagement on mobile is increasingly outpacing desktop digital and
television.
• Consumers want multiple touchpoints but don’t just want to be treated like buyers.
• Consumers want brand engagement on their terms and on their turf.

31. How do we take
advantage of these
trends?
• Being innovative and targeting early adopters will put you ahead of the competition.
• Selling lifestyles rather than products works even better today, but make sure you
really understand your audience’s lifestyle aspirations.
• You can no longer rely on brand loyalty, you have to win the consumer every time.
• Always think ‘mobile first’.
• See consumer in ways other than just customers.
• Connect with consumers in ways outside the sales cycle.
• Don’t try to own the conversation, engage with consumers where they want.

32. Questions?
Contact
If you have any questions or are ready
to dive into your brand’s analytics
contact your account executive
directly or through one of the
options below:
info@fuseideas.com
617-776-5800
Fuseideas
8 Winchester Place
Suite 302
Winchester, MA
01890

33. Sources
Reaching Today’s Boomers and Seniors Online, Ipsos and Google. 2013
7th Annual State of the Media Democracty, Deloitte. 2013
comScore
Connect Your Life, Wi-Fi Alliance®. 2013
SEOMoz
B2B Demand Generation Benchmark IndustryView | 2013, Forbes. 2013
Stanford Persuasive Technology Lab
Nielsen
Forrester Research: State Of Consumers And Technology Benchmark
Department of Translation Studies, University of Tampere
Mashable
Bureau of Labor Statistics
2012 Cisco Connected World Technology Report
Pew Research Center
Met Life Sudy of Gen X: The MTV Generation Moves Into Mid-Life
Visa: Generation Z
Monetate: ECommerce Quarterly
National Retail Foundation