TRENDING THE FUTURE
The next 150 days of digital marketing & advertising

DESTROY CONVENTION C R EA T E DEMA ND

SINCE LAST TIME...
There’s no doubt that the last 150 days have been full of
“new,” but nothing has brought about a real disruption.
It’s all just more of the same since the last edition of
Trending the Future.
So, if nothing revolutionary has gone down in the last
150 days, then what have we learned about the future?
Well, there’s a quiet rumble that’s been building for a
while now. It’s about to become a roar.

WE ARE NO LONGER SHOWING FIRE TO CAVEMEN

It’s been four years since the iPhone
revolutionized the way we use technology.
As a result, the majority of people have
now accrued enough knowledge that
“new” and “digital” are no longer foreign.

WE ARE NOW ALL DIGITAL NATIVES

“We become what we behold. We shape our tools
and then our tools shape us.”
- Marshall McLuhan

A We now expect that our technology will be
connected to the Web.
TURNING Familiar offline mediums are going online,
POINT
empowering even the most casual user with
powerful connected technology.

CONNECTED
TECHNOLOGY
Hardware and software that transform human interaction and experience
through web-connected, digital information.

CONNECTED TECHNOLOGY IS BRINGING US TOGETHER
ON A MORE HUMAN LEVEL

JUST LOOK
AROUND YOU...

YOUNGER

OLDER

BIG BUSINESS

SMALL BUSINESS

WITH FRIENDS

WITH FAMILY

There are three trends currently
driving mainstream adoption of
connected technology...

CONNECTED TV
The death of channel surfing
TRENDS ECONOMIES OF SHARING
A renaissance of old-market behavior
THE GENERATIONAL CATALYST
100% Internet natural

CONNECTED TV

TV The next time you turn yours on, it won’t be tuned into the
last channel you were watching.

Younger and older, overall TV viewership
+22Minutes
increased 22 minutes per month per
person over last year, remaining the
dominant source of video content for all
demographics.
Source: NielsenWire - http://blog.nielsen.com/nielsenwire/online_mobile/cross-platform-report-americans-watching-more-tv-mobile-and-web-video/

86% of American mobile Internet users surf
the Internet while watching TV.
Source: Nielsen & Yahoo

“TV advertising is about to become
fully targeted, completely measurable,
and highly interactive.”
- Mel Exon, BBH Labs
Source: BBH Labs - http://bbh-labs.com/the-future-of-connected-tv-and-why-it-may-just-revolutionise-adland-part-i

A new app called Peel lets
you lose the remote, control
your TV with your iPhone,
discover new shows based
on ones you already watch,
and share shows with
friends.

Microsoft is working on
extended advertising
interaction prompts called
NUads. Triggered by Xbox
Kinect gestures, they will
allow advertisers to link ads
with digital content like
maps, voting, show
reminders, and more.
Source: Next at Microsoft

Technology is now making
face-to-face communication
easy and possible on a
regular basis.
Skype and Comcast will soon
let you make video calls from
your television in addition to
the select Panasonic, Sony,
and Samsung TVs and Blu- errrbody +
ray players that already
support it.
Skype has also partnered with
Facebook for video chat.
Expect to see them continue to
forge more partnerships.
Source: TechCrunch

Microsoft is working on a
new TV subscription option
and a Xbox Live interface for
the Xbox 360, which closely
integrates social media and
the Kinect controller.
Source: Softpedia

The BBC’s new HTML5 app
for connected Samsung TVs is
a sign of change in the way
people want to consume
media. Up-to-the-minute live
news from the app will
complement a more refined
live broadcast.
Source: PSFK

Comcast’s next-gen Xfinity TV
interface will integrate with
Facebook for a feature called
“Friend Trends” that lets you
see and share the content
that’s most popular with your
friends across Hulu, Netflix,
and cable.
Source: AdWeek

Worldwide ownership of connected TVs
is projected to reach 1 billion by 2015,
but the scale is much larger than that...
Source: Broadband TV News

Xbox 360
Playstation 3
Wii
Netflix
Hulu Plus
Apple TV
Have one of these? Google TV
Roku
Boxee
Xfinity
Smartphone
Tablet
Laptop
PC

You don’t need a fancy TV to be
connected to your friends and favorite
content. Millions of people are already
using a connected device with their TV.

CHANNEL SURFING
WILL SOON BE
EXTINCT.

TV IS NO LONGER A
PASSIVE MEDIUM.

For the future:
TV NEEDS AN
INTERACTIVE
STRATEGY.

ECONOMIES OF
SHARING

SHARING Not just for Facebook anymore.

“Opportunities thought impractical
because of perceived trust barriers
are now fair game.”
- Neal Gorenflo, Publisher of Shareable Magazine

Without connected technology to validate reputation and instill trust,
these types of revenue models wouldn’t be possible.
$15,000 $21,000 $200
USD/Year USD/Year USD/Year
$8,931
USD/Year
Average amount Average amount Amount the Average amount
that a TaskRabbit that a New Yorker average user made by RelayRides’
errand “runner” makes renting their makes on Rentoid frequent renters.
makes in a year. space on Airbnb. renting out video
gaming systems.
Source: CollaborativeConsumption.com Infographic

Think Amazon’s Mechanical
Turk, but local and for real-
world tasks.
Out of dog food? Need
someone to sell your old
stuff on eBay? TaskRabbit is
bringing together neighbors
to help you get things done.
Their site provides a system
for posting tasks and a
place for approved
TaskRabbits to find tasks to
do. It also facilitates
payments and ratings to
build trust and social
reputation.

Airbnb helps travelers find a
place to stay with locals via
its mobile app and website.
It's like high-tech couch
surfing with more charm
and less risk.
And it's taking off: 65%
revenue growth from
2010 to 2011 and closing big
capitol investments with a
$1 billion valuation.
On any given night, there
are more people staying in
homes via Airbnb than there
are rooms in the biggest
hotel in Manhattan.
Source: TechCrunch

With over 560,000
members, the concept of
car sharing is a
promising one for many.
After a year of
availability in Baltimore,
a survey found that
Zipcar membership
means less driving, more
public transportation,
more exercise, and better
quality of life for
everyone.

Groupon Now! is quickly
rolling out across the
country and adding hyper-
local and timely relevance
to their already successful
local deals model.

Foursquare has
announced partnerships
with American Express,
LivingSocial, Gilt Groupe,
and potentially Groupon
to incorporate better deals
into its platform. Checking
in should soon start to pay
off for Foursquare’s now
10 million users.
Source: Mashable

20% of all Google searches
are for local information,
and on mobile that number
jumps to 40%.
In addition, the location-
based services are projected
to grow into a $10 billion
industry by 2016.
We’ve already seen location
services and deals come
together, but what’s next?
Sources: BusinessWire,
Tech Crunch

“These are very old-market behaviors,
but they’re being reinvented on a scale
and in ways that we’ve never seen
before because of technology.”
- Rachel Botsman, Co-Author of The Rise of Collaborative Consumption

CONNECTED LOCAL
AND SOCIAL
INFORMATION WILL
FOSTER THE GROWTH
OF NEW ECONOMIES.

For the future:
BUILD TOOLS THAT
EMPOWER PEOPLE
TO CREATE NEW
ECONOMIC VALUE.

THE GENERATIONAL
CATALYST

CATALYST Millennials and Gen-Z: the first
generations to grow up with the Internet.

Millennials and Gen-Z are catalysts of adoption for their Boomer parents.
Millennials Boomers

They are not brand loyal,
Source: Mashable

5% 6% 4%
8%
20% 16%
10%
13%
15%
they are more
multicultural, 61%
64%
77%
ASIAN
HISPANIC
AFRICAN-AMERICAN
WHITE (non-HISPANIC)
Ages Ages Ages % OF
POPULATION
12-24 25-54 55+ 2011
Source: Nielsen

and they define
their personality
through technology
and customization.

iPads are making their
way into schools,
transforming the way
students learn.
Millennials are seeing the
beginning of this
transformation, but Gen-Z
will be a part of a whole
new reinvention of how
our education systems
incorporate technology.

“Thanks to search engines,
most simple facts don’t
need to be remembered.”
- Wired.com
New studies being done on
the relationship between
online tools and cognition
show that Millennials and
Gen-Z are starting to think
transactively. With so much
information readily
available online, they only
need to know what
information is available
and where to find it,
changing the way they
learn and solve problems.
Source: Wired
Source: Wired

As a result, Gen-Z already has vastly different expectations of technology.
“Help Computer: it knows what you are thinking and “I’d like to go through the computer to the places
does it for you. Both touch- and voice-controlled.” that are inside it.”
–Male, 8, Brisbane, Australia –Female, 4, Medellin, Colombia
Source: Latitude

“Kids today don’t neatly divide the
‘online’ from the ‘offline.’”
- Latitude
Source: Latitude - http://www.latd.com/2011/06/14/study-kids-are-the-royal-road-to-tech-innovation/

MILLENNIALS AND
GEN-Z REPRESENT
A FUNDAMENTAL
SHIFT IN HUMAN
BEHAVIOR.

For the future:
THEY WILL BE A
CATALYST FOR
CONNECTING
EVERYTHING.

There will soon be no “offline.”

Thank you.
Nicole Newville Jake Szymanski
VP Brand & Media Planning Associate Brand Planner
@nicolenewville @jakeszy
nicole.newville@space150.com jake.szymanski@space150.com
Special Thanks To:
Ned Lampert, Marc Jensen, Craig Key, Dustin Sparks, Daniel Hennessy, Jenna Carpenter, Elliott Payne, Christina Dorr, Ned Wright, and Elsa Perushek

PHOTO CREDITS
The best camera... Apple iPad Year in Review Grandpa and an iPhone Apple iPad Year in Review Texters iPhone iPhone iPhone
Meral Crifasi, Flickr AndyPeters, Flickr joe holmes, Flickr kowitz, Flickr
Carne-val 2008 Peel Microsoft Owning a Car is so... Foursquare Google Maps Marker in Tokyo
joshbousel, Flickr James Byrum, Flickr heiwa4126, Flickr
NASA Visualization Explorer The new digital native
NASA, Flickr pvantees, Flickr