Humor Consumer Insights

Implications - After decades of apathy, younger generations are finally developing an interest in politics - largely fueled by the presence of the candidates on the internet. Viral videos are significant drivers of this phenomenon, and often feature slightly offensive comedic remixes or beat boxing.

Implications - Cool and intelligent used to imply two different categories, but as the world goes online, the geeks are set to rule the earth. Even those who aren’t nerds are getting in on the geek action (a former oxymoron). From fashion statements to elaborate Web page design, products that celebrate geek-hood and nerd-dom are in.

Implications - Social story-sharing websites are allowing people to commiserate and alleviate emotional pain inflicted by unfavorable or 'average' moments in everyday life. While some seek to bond and reinforce the notion they are 'not alone,' others use social storytelling as comedic relief or self-esteem boosters.

Implications - With a considerable majority of people using the Web as a source of entertainment, photoblogging sites are providing viewers with instant, thoughtless gratification. Photoblogs allow anyone -- not just people with "interesting" lives -- to participate by uploading humorous situations they've encountered throughout their day.

Implications - Once feared, embarrassing moments have been transformed into sources of comedic entertainment online; in fact, some people are even creating awkward situations for the sake of amusing others. Bringing reality schadenfreude to an accessible level is an enticing way to lure consumers of the Internet generation.

Implications - Fashion has always been a form of self-expression, but recently clothing has become a popular method of silently, yet loudly, expressing values. Wearing quirky apparel that makes a controversial albeit lighthearted statement appeals to consumers who want to let others know they don't take themselves too seriously.

Implications - People are getting their jollies by looking into the past. Retro vintage media is driving an impeccable amount of traffic online and off as old images, videos and modern vintage-inspired commercials get attention. Mocking vintage is creating a meaningful connection with consumers through laughter.

Implications - Those who lack their own celebrity status are getting their 10 minutes (and millions of views) of fame by mocking those who do. Anyone can draw an audience in the age of user-created Internet content by mocking the appearance and mannerisms of existing icons.

Description - Parodies of viral videos are proving to be almost as successful as their original videos. Recent spoofs have included impersonators of Miss South Carolina’s speech at Miss Teen USA, heiress Paris Hilton, and remakes of scenes from Hollywood hits, like Zoolander.

Implications - These videos give ordinary web users a chance at internet stardom. For companies, these videos provide an inspiration for home grown spoofs, and also marketing opportunities like sponsoring spoof stars or contests. Even though a lot of these amateur reproductions may seem defamatory to a product, celebrity or business, they still encourage brand interaction and become affordably infectious word-of-mouth campaigns.

Implications - Pet owners have long been treating their furry friends as children of their own, but now the royal treatment is being taken one step further with an increase in unlikely cat innovations. Felines are getting first-class service with cat-oriented products including journals, TV shows, blogs, careers and camps.