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Internet Consumer Insights

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?
3.8
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?
3.6
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?
4.2
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?
4.1
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?
2.7
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?
4.1
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?
3.3
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?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pragmatic Vlogging
YouTube is used as a resource for life skills
Implications - Video blogs are commonly perceived as a space dominated by video game streams and makeup tutorials, however, as the reach of social media expands, more pragmatic forms of vlogging are observed. This ties into the push and pull of the accessibility of information online, with the needs of a less niche audience.
Workshop Question — In what way can your brand leverage online communities to educate and retain customers?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Topical Gaming
Games targeted toward adults take on topical, of-the-moment themes
Implications - Increasing engagement and capitalizing off of buzz, games focused around pop culture phenomena like politics or Internet memes are taking off. By playing into topics that consumers are already interested in and talking about, game creators are not only able to increase sales, but generate word-of-mouth around the products themselves as well. This shift toward a more niche version of existing products is reflective of a consumer base that seeks out goods that reflect their specific interests.
Workshop Question — If you were to leverage a pop culture phenomenon to connect with consumers, which one would you choose and how would you leverage it?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends