Tomorrow's daily life of the digital consumer. How new technology will change consumer behavior, life in the modern city and shopping behavior. ... and all the things we can print on our 3D printers...

1. Digital Media Map 2012
Media Disruption: Endless Market Opportunities
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THE DAILY LIFE OF
TOMORROW’S CONSUMER
Sara Öhrvall
@saraohrvall

2. !
1. NEW CONSUMER BEHAVIOR
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2. LIFE IN THE MODERN CITY
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3. DIGITAL COMMERCE
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4. DAILY NEEDS
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3. !
1.NEW CONSUMER BEHAVIOR
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2. LIFE IN THE MODERN CITY
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3. DIGITAL COMMERCE
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4. DAILY NEEDS
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4. 2008
NÄSTA STEG:
VAR ÄR DEN DIGITALA
MEDIEKONSUMENTEN PÅ VÄG?

5. 0
10000
20000
30000
40000
50000
60000
70000
80000
90000
Global Mobile App Downloads (Millions)
2008 2009 2010 2011 2012 2013
APPMANIA

6. BY THE NUMBERS:
INFORMATION OVERLOAD
Number of times the average
user checks his or her phone
per day
150

7. OPINIONS ARE ACTIONS
Writing that weds reporting about issues with
directives for making a difference.

8. BY THE NUMBERS:
SOCIAL ACTION

9. OPINIONS ARE ACTIONS
Case: Causes

10. !
1.NEW CONSUMER BEHAVIOR
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2. LIFE IN THE MODERN CITY
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3. DIGITAL COMMERCE
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4. DAILY NEEDS
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11. A CLOSER CITY LIFE
CHANGES IN THE WAY WE LIVE
BY 2050,THE HUMAN POPULATIONSWILL HAVE REACHED 9 BILLION PEOPLEWITH 75% OFTHEWORLD’S
INHABITANTS LIVING IN CITIES
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•LESS MOVEMENT, LESS TRANSPORT
•As the cities grow, we no longer want to move across the city area.
When transport takes longer than 1 hr/day, people start to look for
nearby solutions. (Federal Highway Administration)
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•LESS INTEREST IN CARS
•Total number of kilometers driven by cars globally has decreased
every year since 2007, we are less interested in cars and fewer people
take a drivers license. Millennials don’t want to own cars (OECD).
!
• CASE: The Great City in Chengdu, China will attract 80 000 new
inhabitants to a car free city center and in Masdar, United Arab Emirates,
50 000 people will live CO2-neutral without cars.
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12. MOBILE BUSINESS TO EVOLVE
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•From food trucks to any-product-trucks
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•Pop-up stores, usually reserved for apparel retailers, will diversify as well.
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• CASE: Republic Spaces, a marketplace that helps retailers rent out their extra space to emerging designers
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• CASE: Boxpark Shoreditch, the worlds first cargotechture container shopping mall opened in 2011
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•CASE: The Movable Movie Theatre by Yasuke Yamamoto's theater is able to fit in to a shipping truck, then fold out
like a Russian doll
THANKSTO MOBILE POSITIONING SYSTEMS AND CLOUD SERVICES, PEOPLE DO BUSINESS IN POP-UP AND ON-THE-GO
STORES FROM ANYWHERE
POP-UP SERVICES
CHANGES IN THE WAY WE LIVE

13. SERVICES, PUBLIC & PRIVATE, OUTSOURCED TO MICRO SPACES CLOSE TO CITIZENS’ DAILY FLOW
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• We will see more of urban intervention: reclaimed parking spaces, abandoned rail tracks and roofs and
citizen involvement: micro spaces given to citizens to innovate & co-create for a better living environment
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CASE: The little free library, libraries available where people are - as at bus stops and in public parks
CASE: Living Innovation Zones (San Francisco). Areas where the city encourage citizens to innovate
CASE: Urban farming: The number of green roofs in the US grew by more than 35% last year. (Green Roofs for Healthy Cities)
IN OVER-POPULATED CITIES, PEOPLEWILL LIVE IN SMALLER SPACES - EVERY OUTDOOR SPACE WILL BE
NEEDEDTO IMPROVE LIFE QUALITY:THE LIVING ROOM MOVES OUT INTHE STREET
MICRO SPACES
CHANGES IN THE WAY WE LIVE

14. SMART MOBILITY
CHANGES IN THE WAY WE MOVE STUFF AROUND
TRANSPORT WILL BE SMARTER, AND THERE IS LESS NEED FOR TRANSPORT DUE TO E-COMMERCE & DRONE DELIVERIES
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• The flying car era will really begin around 2015 with flying drones, used by FedEx, UPS, Pizza Hut, Safeway.
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• Drones will also enable homes to be taken off the grid with delivery of water and electricity (changing out
batteries for the home), trash and sewage pickup. (DaVinciInstitute)
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•Driverless cars. Estimates by some leading experts state that traffic flow could improve by as much as 40-50% just
by using driverless technology. That means less idling at the traffic lights, and less pollution. (BBC)
!!!
•CASE: Hiriko CityCar, a foldable, electric, and shareable two-passenger vehicles designed for on-demand use. The
CityCar is on the verge of being commercially available in Europe by MIT industrial sponsors this year.
MOBILITY EFFICIENCYWILL BE REACHEDWITH SMARTTRAFFIC LIGHTS, LIVE NAVIGATION APPS,
BIKE HIGHWAYS AND MULTI-MODALTRANSIT HUBS

15. WEARABLETECHNOLOGYWILL COLLECT INDIVIDUAL DATA. IF AGGREGATED, ITWILL INFORM CITIZENS USING REAL-
TIME INTELLIGENCETO IMPROVE COMMUNITIES
CITIZEN SENSOR SYSTEMS
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MODERN CITIES WILL HAVE VISUALIZED DATA FEEDBACK SYSTEMS
• Using simple technology and infrastructure.
• Crowdsourcing systems and just-in-time notifications will help inform of possible improvements using data
feedback.
CASE: Copenhagen wheels aggregates real-time air pollution data linked to numer of kilometers bikes
CASE: London Eye light installation to report on the mood in Great Britain surrounding the 2012 Olympics (MIT)
CASE: Bjarke Ingels envisioned how bad citizen recycling results in a 30 meter smoke puff ring, visible across the
city, from Copenhagen waste-to-energy plant.
CASE: Openspending - shows citizens how their taxes are spent (UK)
CHANGES IN THE WAY WE LIVE

16. !
1. NEW CONSUMER BEHAVIOR
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2. LIFE IN THE MODERN CITY
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3. DIGITAL COMMERCE
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4. DAILY NEEDS
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17. RETAIL STRUCTURE CHANGING
Percent of retail sales attributable to online in selected categories (US)

18. Estimates on the share of stores that might close or be repurposed
in coming decades range from 15 to 50%.
“People no longer want cities in which no one lives but
everyone consumes”
SOURCE: THE GUARDIAN, ICSC 2014

19. BIG BOX RETAILING CLOSING
SOURCE: BI INTELLIGENCE

20. OFFLINE PLAYERS LOSING MARKET SHARES
Amazon vs Top Retailers (global)
SOURCE: BI INTELLIGENCE
40% of shoppers are willing to purchase any type of product from Amazon
(Walker Sands’ 2014 Future of Retail Study)

21. DAILY NEEDS
CONSUMER DRIVERS NEW BUSINESS CONCEPTS
BACKGROUND
Life in the modern city
SPEED
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JOINING IN (THE LOCAL COMMUNITY)
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COLLABORATIVE CONSUMPTION
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MASTERING KNOWLEDGE
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QUANTIFIED SELF
DELIVERY FACTORIES
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PROXIMITY SERVICES
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ACCESS INSTEAD OF OWNERSHIP
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SKILL-BASED LEARNING
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DATA-BASED SERVICES

22. CONSUMER DRIVER: SPEED CONCEPT: DELIVERY FACTORIES
SPEED
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• As time is becoming the modern urban consumers scarcest resource
- anything that is performing faster and easier, and saves time, will be
in demand.
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• The amount of time spent in physical stores has decreased, whereas
the total value of retailed goods has not. (US, Bloomberg)
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• In the market, there is a an explosion of ready-to-cook, ready-to-
use, food subscriptions and personal curator services
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• 52% of consumers would be more likely to shop at a retailer offering
in-store navigation on a mobile device, and 59% would be more likely
to shop at a store offering self-checkout via a mobile device (Walker
Sands’ 2014 Future of Retail Study)
!
Our view of time has changed — and so has our tolerance for waiting
Not a prioritized shopping activity

23. DELIVERY FACTORIES
CONSUMER DRIVER: SPEED CONCEPT: DELIVERY FACTORIES
Do you reserve products online
before collecting them in store?
• The number of pick-up points (“click and collect”) will grow
dramatically. 63% of US consumers have tried to reserve a product
online before collecting the item in store (E-consultancy)
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•Shopping with a robot. Connoisseurship is increasingly important.
Robots will serve with deep and instant product information/storytelling.
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CASE: ICA is offering faster retail experiences with a grocery retail app
to sort purchasing lists according to local store layout

24. !
• Locally grown, locally produced, locally presented, locally owned will be back in fashion.
With a firm root in the food space, the trend is expanding into a broader consumption space.
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• More than a third of consumers this holiday season planned to shop at small, local
businesses, up from about a quarter a year ago (Deluxe Corp).
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JOINING IN (THE LOCAL COMMUNITY)
CONSUMER DRIVER: JOINING IN CONCEPT: PROXIMITY SERVICES
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Bulky and daily purchases will all move to ecommerce. Big shopping trips
will be eliminated and proximity services be key.

25. PROXIMITY SERVICES
• The retail neighborhood funk scene features micro breweries, locally produced
food and local talents, as long-distance needs can be catered for using e-
commerce platforms.
!
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• Mobile technology platforms are leveraging location as a key metric for helping
citizens seamlessly access a host of services to help them better navigate their
urban environments
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• Recycling stations will be a part of local life (CASE: H&M)
“We can be deceived by our ability to communicate with everyone, everywhere.We still occupy only one place at a time. Real
power comes from mating our new forms of electronic access with our understanding of places.”
Gary Hack, a celebrated urban planner
René Redzepi gathers ingredients on Dragør Beach,
near Copenhagen, for his restaurant, Noma, which has
twice been named the best in the world.
CONSUMER DRIVER: JOINING IN CONCEPT: PROXIMITY SERVICES

26. CONSUMER DRIVER: COLLABORATIVE CONSUMPTION CONCEPT: ACCESS INSTEAD OF OWNERSHIP
COLLABORATIVE CONSUMPTION
Collaborative consumption will grow to a large slice of the retail industry. People will be less inclined to own
products and more interested in accessing services.
66% of all consumers say they are enthusiastic about sharing goods (GigaOm)

27. ACCESS INSTEAD OF OWNERSHIP
CONSUMER DRIVER: COLLABORATIVE CONSUMPTION CONCEPT: ACCESS INSTEAD OF OWNERSHIP
• Revenue from the sharing economy will surpass $3.5 billion this year, with a growth rate of 25% (Forbes)
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• Renting instead of buying will grow 46% across categories in 2015. (Walker Sands’ 2014 Future of Retail Study)
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• Spaces for collaborative ownership will be in high demand with collaborative versions of established businesses: travel
(AirBnB), transportation (Zipcar), fashion (GirlMeetsDress), crowdfunding (Kickstarter), peer lending (Prosper) & skills (TaskRabbit)

28. CONSUMER DRIVER: MASTERING KNOWLEDGE CONCEPT: SKILL-BASED LEARNING
MASTERING KNOWLEDGE
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• Life-long learning is becoming an important part of people’s life and supplementary
education (education outside of schools, universities and learning institutes) is one of the fastest
growing media segments.
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• Connoisseurship has become more important due to social media - to both talk about and
to find new friends.
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• Brands who see the impact of traditional advertising declining will start to look for new ways
to add value to their consumers where knowledge will be an important dimension
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In a quickly changing society, the ongoing, voluntary, and self-
motivated pursuit of knowledge is increasingly important

29. SKILL-BASED LEARNING
• Instead of mass events, retailers offer experiences that
happen in the now - just for me. Knowledge is in focus -
as was pioneered by Apple Genius Bars and now
followed by Lululemons yoga classes and Jamie Oliver’s
Recepease.
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CONSUMER DRIVER: MASTERING KNOWLEDGE CONCEPT: SKILL-BASED LEARNING
$4.4 trillion
$91 billion
Current size
of e-
learning
market
2012 global
education
expenditure
$191 billion
Current size
of supple-
mentary
education
market
23%
2012-2017 CAGR for e-
learning market,the
fastest growing market
in education
• Education is the 3rd biggest and fastest
growing category in app store, with the highest
willingness to pay
In physical outlets In digital outlets

30. CONSUMER DRIVER: QUANTIFIED SELF CONCEPT: DATA-DRIVEN SERVICES
QUANTIFIED SELF
A new breed of super humans who track everything
41%
CAGR GROWTH
WEARABLE TECH

31. CONSUMER DRIVER: QUANTIFIED SELF CONCEPT: DATA-DRIVEN SERVICES
QUANTIFIED SELF: Google Glass

32. CONSUMER DRIVER: QUANTIFIED SELF CONCEPT: DATA-DRIVEN SERVICES
QUANTIFIED SELF
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•Individuals constantly send out buying signals.
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• Analytics firm RetailNext tracks millions shoppers yearly by collecting data from more than 65,000
sensors installed in retail stores
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• Axiom, another analytics firm, holds an average of 1,500 pieces of information on more than 500
million consumers around the world, based on data that people put into the public domain. Acxiom
can analyze its data to predict 3,000 different propensities, such as how a person may respond to one
brand over another.
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•A single customer visit in a store can result in over10,000 unique data points.(HBR)
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•54% of the UK population thinks in 5 years time it will not be possible to turn off
automatically sharing your location and personal data (source: nVision, 2013)
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33. DATA-DRIVEN SERVICES
CONSUMER DRIVER: QUANTIFIED SELF CONCEPT: DATA-DRIVEN SERVICES
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Case: ProPublica News App

34. DAILY NEEDS
CONSUMER DRIVERS NEW BUSINESS CONCEPTS
BACKGROUND
Life in the modern city
DELIVERY FACTORIES
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PROXIMITY SERVICES
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SKILL-BASED LEARNING
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ACCESS INSTEAD OF OWNERSHIP
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DATA-BASED SERVICES
SPEED
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JOINING IN (THE LOCAL COMMUNITY)
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COLLABORATIVE CONSUMPTION
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MASTERING KNOWLEDGE
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QUANTIFIED SELF

35. Digital Media Map 2012
Media Disruption: Endless Market Opportunities
2
0
1
4
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…and don’t forget 3D-
printing…
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36. PRINT YOUR DIGITAL LIFE

38. Digital Media Map 2012
Media Disruption: Endless Market Opportunities
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TACK!
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MAIL:sara@saraohrvall.com
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TWITTER: @saraohrvall