Consumer Trends 2015

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CONSUMER TRENDS 2015 USA

Transcript of Consumer Trends 2015

Page 1: Consumer Trends 2015

CONSUMER TRENDS 2015

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04 Get SmartWhat’s happening in 2015? 04 Why consumers will buy into this 08Where next? 10

14My Wallet, My WayWhat’s happening in 2015? 15 Why consumers will buy into this 16 Where next? 21

22Fight For Your RightsWhat’s happening in 2015? 23 Why consumers will buy into this 25 Where next? 27

30Gender AgendaWhat’s happening in 2015? 31 Why consumers will buy into this 32Where next? 38

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WHAT’S HAPPENING IN 2015?Smart devices – from watches to ceiling fans – appeal to consumers because they save time and money, as well as promise convenience and control. Wearable technology has also expanded with smart options for personal data collection. These connected devices are broadening the horizons of our digitally narcissistic culture by increasing self-knowledge and creating more opportunities for analysis.

What’s changing is that this ever-growing ‘Internet of Things’ is no longer the domain of start-ups – major players are now embracing the trend and raising consumer confidence in it. While Amazon invests heavily in research for new

smart products, Apple, Google and Samsung are introducing device ecosystems to compete for leadership in the connected home. Apple’s HomeKit enables consumers to use Siri voice commands to control smart lighting, doors, thermostats and other home appliances. Meanwhile, Google-owned Nest – known for its smart thermostats and smoke alarms – has created its own open-sourced framework, Thread, designed to allow smart devices to communicate. Samsung’s forthcoming SmartHome ecosystem will compete on the same grounds, having opened its system to thousands of new developers.

New software is also coming to the market to make it easier for consumers to sync their mobile devices with their health-monitoring tools and home appliances. Apple’s iOS8 software features HealthKit, which brings users’ data from various fitness devices into a single

location, developed with input from Nike, Jawbone and Fitbit. Google will compete with its centralized activity tracker called Google Fit.

These connected devices are broadening the horizons of our digitally narcissistic culture by increasing self-knowledge and creating more opportunities for analysis.

GET SMARTThe world of synced devices, including wearable technology and smart home appliances, will become mainstream as trusted retailers and manufacturers satisfy consumer appetites for collecting data and controlling devices.

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It’s important to consider that smart devices don’t need be about health or home economics. We’re also going to see oPhone ‘scent messaging’ devices go on sale in 2015, allowing consumers to remotely fragrance their homes or send odors as a form of communication. Indeed, a host of new product launches in 2015 – from tablets to smart watches to smart TVs – will pique broader consumer interest in syncing up. Google is launching Android TVs, while LG is launching a new webOS operating system for Smart TVs.

Retailers are also pushing synced devices, with Sears currently testing a connected device department in its stores, ahead of a planned expansion in 2015. Also in retail is office supply. Also, in retail, is office supply chain Staples’ branded Connect, which uses a hub to bring together all of a consumer’s connected devices. As consumers increasingly buy into this onslaught of new smart devices, interaction is becoming exceedingly easier through functions like gesture recognition and control. Microsoft will launch its latest Windows OS in 2015 with such capability, in addition to simplified data sharing.

Putting our smart devices to use could get easier as network providers and government authorities are adding Wi-Fi on planes and trains, allowing people to be connected anywhere, anytime – making it ultra-convenient for us to “Get Smart.”

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WHY CONSUMERS WILL BUY INTO THISIn the US, Mintel’s data highlights that consumers are already thinking about how their devices sync as part of their research and purchasing process. Indeed, 40% of consumers would like to buy technology products that easily connect to products they already have. We’re already seeing evidence that North

American consumers are purchasing and using smart devices. Some 22% of all US consumers have purchased a wearable device like a smart watch or Fitbit. Additionally, 5% of Canadian consumers already use a wearable device that tracks heart rate, blood pressure, and movement, and 37% say they would be

interested in using such a device.

Interest in home control is also high, with 59%

of US consumers expressing interest in using an app or

website to control their home.

Furthermore, 14% of US consumers would pay extra for a refrigerator with a built-in computer to keep inventory of products, suggest recipes, and more.

The market of synced devices has already enticed many early adopters; going forward, the market looks set to grow much larger. In the UK, 21% of adults already use either a wearable device or a health-related mobile app, but as many as 40% of Brits are interested in a device that tracks heart rate, blood pressure and movement. Looking to China, 13% of consumers say that they have a wearable digital product in their household – a figure that is interestingly higher among older consumers. Smart TVs have also captured British attention, with 76% of potential TV buyers interested in a TV with the ability to wirelessly stream content from other devices and 28% saying they would pay more for this feature.

76% of potential TV buyers in the UK are interested in a TV with the ability to wirelessly stream content from other devices.

59% of US consumers would be interested in using an app or website to control their home.

22% of all US consumers have purchased a wearable device, e.g. smart watch or Fitbit.

5% of Canadian consumers already use a wearable device that tracks heart rate, blood pressure, and movement.

SOURCE: MINTEL REPORTS 2013, 2014

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WHERE NEXT?In 2015 and beyond, we’ll see smart devices advancing into new areas. Consumers will demand that wearable technology offer more than the convenience of connectivity, and desire personal devices that are secure and fashionable. Increased adoption of wearable devices might also force more conversations regarding regulations about digital device etiquette.

Of course, style matters too. Aesthetically, wearable devices are as much status symbols as they are data collectors. Nike, Intel, reality TV series “Project Runway” and Digital Trends hosted the first Wearable Technology Fashion Competition in the US to make wearable technology more stylish. Smart bracelets are also getting more fashionable with American designer Rebecca Minkoff giving wearable technology a luxurious spin and Apple allowing the band of its new watch to be customized. Style matters in the smart home too,

where systems will go beyond economizing utilities by embracing ambience and blending in with the décor, which is something we’ve already seen from Philips ‘Hue’ LED lighting systems and oPhone fragrance diffusers.

The smart home market is already starting to become crowded as more and more telecommunications companies offer connected home services. Indeed, direct mail promoting home security increased 120% from 2012 to 2013. In the year ahead, we are likely to see even more retailers and telecommunication providers get into the home security marketplace, which will put pressure on providers to differentiate their services.

Wearable technology is also providing businesses with more consumer data and functional capabilities. Fitbit, for example, began selling aggregated information to insurance companies about users, so that insurers could compare rates and activity levels in different regions and adjust rates appropriately. Companies will also offer consumers

ways to stay more on top of their “financial health” than ever before. Wells Fargo & Co., U.S. Bank and Tangerine Bank (formerly ING Direct) have already been working on apps for the Samsung Gear and Android Wear, for example.

Companies are also tracking consumer data, as this can be used for the benefit of consumers. Many of the top automotive insurance carriers have invested heavily in the usage-based insurance market. Mileage and driving behaviors are tracked using odometer

readings or in-vehicle telecommunication devices, also known as telematics, that are usually self-installed into a special vehicle port. The insurance company then assesses the data and charges insurance premiums accordingly: a practice that many experts predict will make up 20% of all vehicle insurance in the US within five years. Health insurers like UnitedHealth Group, Humana, Cigna and Highmark have also created programs to integrate wellness trackers into their policies.

Overall, we’ll come to expect more from our smart devices: wearables that analyze our mental well-being, smart food and drink containers that automatically reorder replacements, and companies that analyze our data in order to customize services and costs. Constant connectivity will have a ripple effect, increasing demand for innovations that help to charge

mobile devices on the go or provide increased protection of personal data. Security will also be a concern as consumers become wary of placing data on Wi-Fi networks, clouds and other servers.

To further the purpose behind this data gathering, analysis will become a key area of expansion for companies – witness the fact that Nike+ is backing out of the actual device

space to focus on data and apps – and people will increasingly share data with professionals for analysis. We’ve already seen telematic devices that monitor driving habits, Russian banks that give preferential interest rates based on running data, and MyHealthPal, a platform that shares a patient’s data on medication, diet and exercise with neurologists. Data-collecting device

manufacturers will also invite companies to become analysis providers, and the next stage will be for banks, grocers and doctors to do more to develop data relationships. Consumers are so hungry for analysis, we may see that data analysis software develops more quickly than the actual data-collecting hardware.

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We’ll come to expect more from our smart devices: wearables that analyze our mental well-being, smart food and drink containers that automatically reorder replacements, and companies that analyze our data in order to customize services and costs.

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Nike, Intel, reality TV series “Project Runway” and Digital Trends hosted the first Wearable Technology Fashion Competition in the US to make wearable technology more stylish.

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Photography by Jeff Wong

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MY WALLET, MY WAYConsumers’ expectations for on-demand convenience are blurring the lines between digital and brick-and-mortar retail, not only driving immediacy in shopping, but also expanding it into any consumer interactions with businesses.

WHAT’S HAPPENING IN 2015?The internet has disrupted traditional approaches to shopping, setting expectations not just for convenience, but for immediacy. We’re seeing brick-and-mortar retailers meld with the digital as more locations offer in-store pick-up for online orders, while on the other side, virtual-only services, such as Birchbox, open physical stores.

The ability to get hands-on with what was formerly only virtual could gain more customers for these e-commerce retailers. We’re also seeing services bridge the gap. For example, ASOS’s Local Letterbox in the UK eliminates the mystery of online shopping by offering fitting rooms in supermarkets, gyms, transit stations and malls where people can try on online purchases. Companies are also bridging

the service provider-customer relationship gap left by online-only interactions with unique service approaches like creating community spaces, as insurance provider State Farm did with its Next Door Café.

As the “Get Smart” section outlines, we’ve come to expect accessibility and connectivity as smart devices expand beyond our phones. When it comes to retail, consumers are going to be able to shop while in transit with expanded Wi-Fi plans for trains, planes and even Uber-mobiles. These in-transit purchases are being answered with click-and-collect services, such as the grocery pick-up service being tested by Walmart. In a different approach, on-demand delivery is becoming more widespread as Amazon is expanding its Sunday delivery service past New York and Los Angeles to 15 additional cities. All of these models provide consumers with the ability to want it all, and want it all now!

The internet has disrupted traditional approaches to shopping, setting up an expectation not just for convenience, but for immediacy.

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WHY CONSUMERS WILL BUY INTO THISOnline shopping has revolutionized commerce, but consumers are not completely satisfied. Mintel’s data indicates that 53% of UK consumers, specifically 60% of

women, say it’s difficult to find clothing that fits well without trying it on. Across all categories, many consumers say it is necessary to visit brick-and-mortar stores

before buying products online; nearly seven in ten Chinese adults agree. In Brazil, 12% of adults use the internet for information on their grocery products, and while just 2% do their weekly grocery shopping online, nearly two in ten say they would buy more groceries on the internet if it were cheaper than

buying in-store. In the US, 22% of adults only buy products online that they are already familiar with.

Consumers are interested in a number of enhancements to the experience. Indeed, a quarter (25%) of UK consumers would like the option of reserving

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online and collecting in-store, 15% would like to collect via a hub such as a shopping center, 8% would like to collect at a transport hub, and 7% would like to collect from a drive-through. Vending also plays into this: 32% of US facial skincare users are interested in products that can be purchased on-

the-go, such as through a vending machine or kiosk.

Outside of retail, consumers see opportunities for digital tools to bring greater convenience to other areas of their lives. Around 6% of Brazilians would purchase a car entirely via the internet and have it

delivered to their home if it was possible, and 40% of Canadians would be interested in using online budgeting and advice tools offered by their bank or credit union. In China, 85% of adults would like to see more online services that help to facilitate daily lives, such as paying bills online or booking taxis via

mobile apps. There’s even opportunity in financial services, where 20% of Americans say they’d engage with such companies on social media to get assistance with their account, and 17% say they’d get on social media to gain access to a financial advisor.

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We’re seeing brick-and-mortar retailers meld with the digital as more locations offer in-store pick-up for online orders, while on the other side, virtual-only services, such as Birchbox, open physical stores.

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18% of US adults who shop online weekly use an automatic reorder service from retailers for regular shipments of items that they replenish frequently, such as diapers or razors.

50%of US adults who purchased products for 2013 holidays or who planned to purchase for 2014 holidays said fast delivery times for online orders would improve their holiday shopping experience.

73% of Canadian moms have shopped online in the past month.

23% of US adults say price is not the most important factor when shopping online – it’s getting what they want.

35% of US adults are doing more of their shopping on the internet than before.

26% of US adults prefer shopping in person to shopping online.

SOURCE: MINTEL REPORTS 2014

WHERE NEXT?At the heart of this trend is the fact that our on-demand, instant gratification culture is spreading. This will bring us more delivery apps and high-quality vending options across a variety of product categories.

These conveniences also are not only for city-dwellers as more business models bring the benefits of on-demand delivery to suburban and rural residents. The expansion of Amazon’s Sunday delivery showcases that it’s not just growing urban environments that require on-demand delivery solutions.

However, the solution might have to be customized to the area, with in-store pick-up suited to suburbia and subscription services aligning with the needs of rural residents who might be far away from the nearest stock-up store.

Furthermore, this “at-your-convenience” expectation is likely to influence other customer service-based industries. Consumers are already applying this to their media consumption, with many forgoing cable TV in favor of subscription services, such as Netflix or Hulu Plus. We predict that consumers will want to see more customized, on-demand access to financial services, healthcare, and more. It won’t be enough to have Google and Wikipedia answer questions at 3 am;

people will expect to have curated services and expertise just a few taps away.

Consumers will want to see more customized, on-demand access to financial services, healthcare, and more.

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FIGHT FOR YOUR RIGHTSGrowing awareness of customer rights and corporate misbehavior will see consumers demand more fairness and justice from companies, with consumer input becoming almost integral.

WHAT’S HAPPENING IN 2015?Consumer rights are back in the spotlight on the 800th anniversary of the first-ever citizens’ bill of rights, the Magna Carta. More recently, the ability to exercise one’s rights was on display in uprisings that caught the world’s attention: Brazilians’ concern about alleged government squandering of resources in the name of the World Cup, US boycotts of vodka brand Stolichnaya following Russia’s lesbian, gay, bisexual and transgender (LGBT) regulations, and the viral #BringBackOurGirls campaign regarding the kidnapping of school girls in Nigeria.

Technology has transformed protests from organized marches to a bare minimum of “clicktivism,” or the ability to express one’s opinion, support or dislike through online petitions, viral video views, and social media posts. Consumer feedback is becoming more integral for even governmental organizations, with the US Federal Communications Commission asking for consumer input regarding internet regulation known as net neutrality and the proposed merger between telecommunication providers Comcast and Time Warner Cable.

The desire to sit-down-and-click to share one’s thoughts will likely continue because consumers have begun to see the power these viral revolts can have. Much of the opposition to the Comcast merger was fueled by consumer recordings of poor customer service calls that were shared online, to which Comcast has responded with a new, more positive marketing campaign. Insurance carriers Progressive, Allstate and State Farm have social media fans by the millions for their ad campaigns, with many people choosing not only to “like” Flo, Mayhem or the “discount doublecheck” but also to vent any frustration about the company or claims processes. Meanwhile, we’ve seen food and drink companies as large as PepsiCo, General Mills and Subway reformulate products based on blogger campaigns and online petitions.

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Consumers can also exercise their rights at the cash register, only purchasing brands that align with their ideals on marriage equality, minimum wages, and even political party affiliations. The same day Burger King announced its purchase of Canadian-based coffee and doughnut chain Tim Horton’s, the internet buzzed with calls to boycott the fast-food chain if it planned to relocate its

headquarters – and potentially its tax revenue – to Canada. The fast-food chain responded to Facebook postings with promises that it will pay its taxes, but this is a quintessential example of how consumer skepticism tends to flare up easily.

The consumer movement at hand finds consumers demanding openness from companies – more

information, responsibility and accountability. In the event that they do not feel that companies are forthcoming, they are willing to organize, even if it is just behind a hashtag. What’s changing is that consumers are no longer just enlivened by the ability to protest, they are also coming to expect that even social media campaigns will force their desired outcome.

What’s changing is that consumers are no longer just enlivened by the ability to protest, they are also coming to expect that even social media campaigns will force their desired outcome.

WHY CONSUMERS WILL BUY INTO THISGlobally, speculation about corporate practices runs high, and consumers in some regions are looking for ways to support their favored causes through their purchases. Ethical labor practices are considered by 19% of British adults when shopping, and 12% of

British adults prefer to buy items from a company that donates a portion of the profits to charity or health initiatives. A retailer’s lack of corporate ownership is important in Brazil, where only 9% of Brazilian adults prefer to shop at a minimarket that is part of a chain rather than independent stores. Meanwhile, more than three-quarters of Brazilian carbonated soft drink users would pay more for an ethical soft drink brand.

In North America, corporate policies fuel a range of consumer decisions. One quarter of Canadians think that

most banks or credit unions don’t really care about their customers, while in the US, 18% of 19–36 year-olds go out of their way to buy from companies or brands that support LGBT issues. Many fast-food chains have faced protests regarding worker wages, which could be powerful given that 82% of US adults who visited a restaurant in the past month say a restaurant that treats its employees fairly influences their choice. In addition, 63% of US adults choose a restaurant because it actively supports humane treatment of animals.

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82% of US adults who visited a restaurant in the past month say a restaurant that treats its employees fairly influences their choice. In addition, 63% of US adults choose a restaurant because it actively supports humane treatment of animals.

WHERE NEXT?The need to be heard is rising, especially since being informed and active is no longer a requirement for protesting. “Clicktivism” provides people with the feeling that they have the power to help get things done with minimal effort. Many digital activists are not financially involved in the cause, instead adding their clicks rather than their pocket change to the count of the masses. However, we could see a new movement following the Summer 2014 ALS Ice Bucket Challenge that successfully combined self-documentation with promises of monetary donations.

Companies are also facing real pressure from consumers who demand clarity on things like ingredients in food, treatment of workers, and online terms and

conditions. The internet prompts its own concerns, especially in the wake of Facebook’s admission to carrying out psychological experiments on its users without their permission. For those companies that are not proactive or are seen as insincere, we expect to see a continuation of protests against these real, and perceived, transgressions.

In 2015, companies will increasingly be forced to apologize, admit their mistakes and show a human face – the Citizens United US Supreme Court decision declared corporations are people after all. Companies may also find themselves more eager to consult potential customers on their products, promotional campaigns, and company policies. Ignoring the will (however fickle) of the people could foster a growth in boycotts. Some winners could be found in these organized movements, such as smaller businesses or local producers and proprietors.

Technology has transformed protests from organized marches to a bare minimum of ‘clicktivism,’ or the ability to express one’s opinion, support or dislike through online petitions, viral video views, and social media posts.

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For those companies that are not proactive or are seen as insincere, we expect to see a continuation of protests against these real, and perceived, transgressions.

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GENDER AGENDAPeople are questioning traditional notions of gender, rejecting the restraints of stereotypes, and embracing the freedom to be themselves and do what they want.

WHAT’S HAPPENING IN 2015?Globally, conversations about female empowerment, modern manhood and gender expression are getting louder. People are dispelling the constraints of gender expectations and empowering each other to express their genuine selves.

Two sets of international goals for gender equality and empowerment will be assessed in 2015, laying the groundwork for new policies. Specifically, the impact of the UN’s Millennium Development Goals,

which included a target of “Promote gender equality

and empower women,” will be assessed in their final year and a new benchmark will be set in the post-2015 Sustainable Development Goals. The European Union will also assess its parallel 2010–2015 Gender Action Plan.

With the world’s focus on gender this coming year, we expect to see much more conversation (and controversy) about equality in the professional, political and social spheres. People will demand that businesses change their status quo to make sure women have equal opportunities, like some Japanese financial institutions have done. We’ve even seen some governments, such as Germany’s, start requiring this of businesses.

Certainly, gender has already taken its step onto the global stage. Now, in 2015, it’s asking for the spotlight.

People are dispelling the constraints of gender expectations and empowering each other to express their genuine selves.

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WHY CONSUMERS WILL BUY INTO THISMintel data reveals shifts in consumer behavior that reflect broader attitudinal changes. For example, stereotypes about men’s roles in the household and parenting are changing. Fathers are taking more responsibility for household and parental duties in China, with 62% of dads grocery shopping, 54% taking care of children, 44% doing housework and 42% helping to cook meals. In Canada, 42% of men disagree that they are willing to sacrifice time with their family in order to have a better career.

Men are also breaking stereotypes about personal health and appearance. Three-quarters of Brazilian men said they will definitely

take better care of their appearance in 2014. Likewise, 74% of US men say they feel more attractive and 70% say they get a confidence boost when they are well-groomed.

The outlook for women is also breaking barriers. Among 13–15 year-olds in the UK, girls are more concerned than boys about what they’ll do in the future (69% vs. 60%) and how they’re doing in school (74% vs. 65%). In the US, women aged 18–34 are more likely than men in the same age range to buy tickets to live sporting events (35% vs. 28%) and branded merchandise relating to their favorite sports (22% vs. 16%).

In the US, women aged 18–34 are more likely than men in the same age range to buy tickets to live sporting events and branded merchandise relating to their favorite sports.

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Conversation around gender will be both formal and informal as people look at how legislation and media representation shape the opportunities and social expectations that they face in their daily lives.

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74% of US men say they feel more attractive and 70% say they get a confidence boost when they are well-groomed.

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WHERE NEXT?Conversation around gender will be both formal and informal as people look at how legislation and media representation shape the opportunities and social expectations

that they face in their daily lives. The relevance of this matter will cause it to permeate all areas of people’s lives – the personal, the professional, the political, and more.

People will speak louder and clearer about progress on the part of governments, businesses

and brands. Between the goal assessments of the UN and EU, and Hillary Clinton’s potential presidential campaign in the US, much of the gender conversation will be spurred by politics. The discussion will also be about the way it is represented in media, including film, television

and advertising. Voices across the internet will bring attention to the way that brands position gender in their communications, praising progressive examples like Pantene’s Labels Against Women ad and Cheerios’ How to Dad spot, while scrutinizing the stereotypes.

Now is the time for marketers to show that they understand consumers’ modern perceptions of gender, namely that consumers are much more complex than the social constraints built around them. Brands from beauty and personal care to financial services must recognize consumers’ individuality or prepare for consumer backlash if they stick to age-old archetypes.

This issue also affects product packaging, positioning and retail formats. Companies will need to take note that men are doing more shopping and spending more time on their personal appearance. They’ll also need to wise up and see that many parents don’t want their daughters to receive the same perpetually pink messaging of the past.

Gender is not going away anytime soon, but its restrictive aspects are.

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