10 CONSUMER TRENDS THAT WILL SHAPE 2012

A BRENTT Report

NIGERIA

HOW TO USE THIS STUDY

•  Connect. Reach your consumers at the point that matters most to them. This trend study can inspire brand architects to create marketing communications that is relevant & organic to the brand user’s lifestyle by identifying symbols, signals, images language that connect with today’s consumer.

•  Engage. Social/new media & brand activations are becoming more effective in reaching consumers than traditional advertising. Use this study to guide twitter/facebook/online communications, marketing promotions, & activation strategy throughout the year.

•  Research. Deep dive into trend points to find out extent of adoption within your own target audience and specific meaning for your brand.

•  Trends are never static. They are continuously evolving. Indeed, many of last years trends will flow into this year, and this year will inform the following year.

•  This study focuses on the consumer and his/her experiences and interactions with life in general. It is qualitative in nature and does not simultaneously, with one fell swoop apply to ALL consumers.

•  Yes, there are more than 10 trends. Shocking, we know. But these are 10 really REALLY good ones you should watch out for. Here in no specific order…

1. MOBILITY It’s no longer just about convenience. On-the-go is the name of the game and consumers want information, entertainment, services at the tip of their fingers, wherever they are. Forget reaching them at home or at work, they are everywhere and expect you to keep up. Mobile apps & mobile browsing services that bring make information easily accessible and those boring waiting room moment more bearable will take the cake!

2. TOUCHY-FEELY Touch and motion now guides status and aspiration amongst consumers. IPads and IPhones may not be accessible to everyone yet but it’s a key symbol of coolness and social “arrival” that can’t be ignored. Touch & motion do not have to end with smartphones and tablets but screen culture can permeate restaurant experiences, teleconferencing, office presentation, in-store and point-of sale display. Screen culture will automatically enhance all brand experiences.

3. OLYMPIC FEVER As with every Olympic year, unless one lives under a rock. In a remote village. With no outside contact whatsoever, you’re likely going to be influenced by the Olympic games and the run up to the spectacle. National pride and patriotism are running on a uber high coupled with nostalgia and strong feelings of community. Consumers expect to be bombarded with the usual “official sponsor” stamp, but will appreciate more messages that explore that emotional connection.

4. CITIZEN JOURNALIST/ACTIVIST When a young lady was assaulted by army officials, it was CNN iReport, a citizen reporting tool, that brought it into the spotlight. Consumers today are no longer waiting for permission to speak, they intend to be heard! Social media as well as other new media have broken down barriers creating a new reality, a 24 hour forum/newsreel, accessible by all with social & political activism providing the golden key. Either engage in the platform or get out of the way!

5. CASHLESS The CBN’s commitment will drive consumers to their ATMs, mobile banking, and debit cards, making these items even more prominent in daily lifestyle. While 2012 may not bring about a fully cashless society, increasing familiarity with mobile payments opens up new avenues for rewards, deals, & data collection. This is the year that Nigerian consumers will head en-mass online to shop as they become less squeamish about e-commerce and e-payments.

6. BETTER ON MY OWN Increasing access to social and new media means there’s more direct access to consumers and to providing the product/service they want. App developers and bloggers (Linda Ikeji anyone?) can create value and generate a sustainable income from the comfort of their homes! With just a bit more austerity projected for 2012, YOUR consumers are very likely thinking of just quitting their jobs and pitching tent, so brands that can ease this process or add value to it will come up tops.

7. DEAL OR BUST Greece is broke. Ireland is bankrupt. Nigerians pay more for fuel. Look, everyone wants to hold on to the nairas in their pocket…if only we could pay less for the same things! Redeeming deals via smartphones (QR Codes), tokens, facebook, or other new media has the double benefits of “coolness”/social status and keeping the bank balance, shall we say, healthy. In 2012, brands will no longer be able to ignore new and innovative ways to deliver “deal experiences” to their consumers.

8. RECESSION FATIGUE Who doesn’t know that 2012 is going to hit the pocket? Okay, we get it. The proverbial rainy day has come. For middle-class earners, this may mean foregoing that UK vacation and opting for say, Obudu Cattle ranch instead or doubling down on that celebration champagne & going for the Heineken Magnum. Low income consumers know where the shoe pinches but will save all year for that special birthday meal at KFC. A whole cake or one cupcake = same consumer experience preserved.

9. CONTROL FREAKS During times of uncertainty and economic instability, consumers tend to take stock of what exactly is within their control…and hold on to it tight! They’ve given up too much already & there had better be a very good reason for anyone to ask them to give an inch more. For 2012, brands should take extra care to communicate freedom, choice, and control of decision, emphasizing recognition of ME and MINE.

10. SHOW AND TELL Facebook, YouTube, Blogspot, and Twitter are in the top 10 websites visited by Nigerians. Last year Mo’Hits Records saw many Nigerians take to YouTube to upload their own videos for a new release. There are over 40 million Nigerians online and half of them access the web via their mobile phones. Comments and reviews have never been so easy to share. A picture of a bad product or review can be shared with thousands of consumers in less than a minute. Word of Mouth on steroids!

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