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Internet Consumer Insights

Virtual Creative
Creative brands and collectives are staying connected and inspired digitally
Trend - The COVID-19 pandemic has affected how people interact on a daily basis and when in-person experiences and events are unavailable--artists, collectives, and brands turn to interactive virtual events to keep consumers inspired and engaged. This not only proves to be entertaining for audiences, but it also gives creatives a chance to express and market themselves.

Insight - When unable to experience something in person, consumers turn to the digital space for entertainment and inspiration. The accessibility that the Internet and different digital communication tools provides has the potential to comfort consumers, allowing them to feel less isolated. This results in a tightly knit and diverse community, where everyone feels comfortable to express themselves and connect with one another.
Workshop Question - What type of virtual experience is suitable for your brand?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mixed-Reality 5G
Brands are experimenting with AI, VR & AR tech in the 5G platform
Trend - As artificial intelligence, virtual reality, and augmented reality are rapidly progressing, the 4G network struggles to meet bandwidth requirements. If VR and AR applications continue to evolve, developers will require a more substantial network that is faster, consistent and has lower latency. As 5G connectivity is expected to deliver these elements, companies are beginning to test the potential of mixed-reality tech in this environment.

Insight - Millenials and Gen Z are excited about the innovations that are ahead and mixed-reality tech has been a pivotal point for them as it has provided opportunities for new forms of entertainment through interactivity. As time progresses, users expect better service and new developments. The 4G platform, however, has limited processing capabilities and as more users flood the platform, that becomes an issue. Because of this, users are interested in what 5G connectivity has to offer to enable the next stages of VR, AI, and AR.
Workshop Question - How might you use 5G to enhance the experience of your product or service?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Internet Insider
Memes and Internet culture are explained for mainstream audiences
Implications - The rise of social media has ushered in a strong Internet culture that resonates with many consumers. Knowledge of this culture has become a marker of belonging to the tribe of "Internet insiders," effectively positioning the ability to "get it" as a status symbol. As a response, museum exhibitions, apps, and even books are being released as a way to bring this Internet insider information to the mainstream. This alleviates the exclusivity factor while legitimizing the relevance of Internet culture.
Workshop Question - What is one area your brand is an "insider" in, and how can you share your knowledge with customers?
3.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Immersive Podcast
Audio-only entertainment extends its reach by adding multisensory elements
Implications - Podcasts have grown in popularity recently, however their reach is still limited due to consumers' preference for multimedia entertainment. Immersive podcasts show progress in this regard. These visual, social, or even physical enhancements to the podcast-listening experience show an increased appetite for entertainment that focuses on storytelling.
Workshop Question - How can your product or service reconnect with the basics of your industry?
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Diplomatic Media
Consumers seek non-partisan resources for news information
Implications - As the war on fake news rages, media platforms are earning the trust of dubious consumers by changing the game and providing multiple perspectives rather than promoting a single message. Inundated with free access to media, consumers are becoming more open to varying opinions and realizing that there is always more than one side to the story. Through offering multiple angles to the news within one resource, media outlets can engage their readers on a much more authentic level, increasing brand trust through transparency.
Workshop Question - What type of stance does your brand take when it comes to socio-political matters? How can you adapt this to better foster brand trust?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Advantageous Subversion
Celebs spin unflattering memes into alternative revenue streams
Implications - Rather than acknowledging internet jokes made at their own expense outright, several savvy celebrities are spinning such situations by producing licensed merchandise of their own, a move that above all else, helps them reaffirm their agency. This intriguing shift demonstrates the potential opportunity to convey authenticity by re-channeling seemingly negative commentary into a moment of humurous self-deprecation between the brand and fans.
Workshop Question - What is consumers' most despised aspect of your brand? How could you present that as a positive?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Viral Play
Purposely bizarre board game concepts capture the attention of teen consumers
Implications - The accessibility of resources like Kickstarter have made the toy market a crowded one. In response to this, both larger companies as well as more entrepreneurial teams are releasing board games focused around highly unusual concepts more likely to go viral than their more traditional counterparts. This appeals to consumers in search of more unique products to reflect their individualism, while tapping into a sense of nostalgia via analog play.
Workshop Question - What is an aspect of your brand or product that has the most potential to go viral?
2.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Utilitarian GIF
Consumers engage with GIF-powered platforms for both business and pleasure
Implications - Stretching beyond the use as cultural shorthand online, the GIF format is being wielded by consumers and brands alike to communicate various type of information with the help of personalization platforms. Given this new functionality in both personal and professional spaces, this shift highlights the ways in which consumers are open to the re-contextualization of imagery for other purposes.
Workshop Question - Is there room for your brand to leverage less traditional messaging formats in order to connect with younger consumers?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Snackable Webisode
Teenage multitaskers seek short and share-worthy online video series
Implications - In order to engage the teenage digital native, online video turns to humorous, crowd-sourced and semi-educational content that requires minimal commitment from the viewer. With even shorter attention spans than their Millennial predecessors, Gen Z prefer shorter bursts of story-based media that they can play on their tablets while simultaneously texting their friends via the latest superphones and streaming a show on TV as background noise. Slightly subversive and snackable webseries are extremely sharable as they give viewers a chance to show off their media-prowess, in turn, generating a loyal teen following.
Workshop Question - Is your company prepared to adjust its strategy in order to capture the attention of Gen Z?
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Crowdsourced Parenting
Millennial parents seek support online when it comes to raising children
Implications - The phrase "it takes a village to raise a child" now rings even more true and is even more relevant as a new generation of parents turns to peers online to seek advice. As is the case with Millennials' purchasing decisions, Millennial parents are reviewing, researching, and contributing to their own and others' parenting styles online. This shows that Millennials will adhere to old habits as they age, prompting adaptability, not transformation, from brands they use.
Workshop Question - If you were to launch a blog targeted towards parents, what products or services would you showcase to them?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends