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1、GLOBAL REPORTFinding the Future seriesTECH-ENABLEDLIFEWhat awaits us in the world of consumer tech?2Click to navigateIntroductionand framework1.3.Consumer trends2.The innovation angle 4.The sustainabilitynarrative Concluding thoughts 5.3Introduction and frameworkIntroWelcome to Kantars Finding the F
2、uture series,your guide to the latest global trends.Powered by Kantars Dx Analytics proprietary toolkit,we apply AI and analytics on big data(search and social)to identify emerging trends at speed and scale.By layering human insight and Kantars trends framework,we identify growth opportunities for b
3、rands across markets,languages,and categories in real-time.In this issue,we showcase emerging trends linked to consumer technology(smart home,personal tech,gaming,communication),enabling brands to map and identify future innovation,growth,and activation opportunities.Introduction and frameworkKantar
4、 trendsframework4Macro driversDiscrete,measurable and sustained forces that change and shape the consumer landscape.Organised by:Social,technological,environmental,economical,political,and wellbeing drivers.Organised by:Protection,wellbeing,connections,identity,experiences,flow,status,and responsibi
5、lity.Leverages Kantars proprietary attitudinal database:Global MONITORLeverages Kantars Dx Analytics proprietary tool powered by big data and AIOrganised by:New products,services,subcultures,messaging campaigns,etc.Data sources:Includes government data,news reports and industry sector information.Da
6、ta sources:Attitudinal and values surveys,social data.Data sources:Social and search,panel and industry data.How to use:Useful for thinking aboutoverall business and growth strategy.How to use:for brand strategy and positioning,marketing communications and content creation.How to use:Product innovat
7、ion,renovation and communications.Category/Product expressionsLeading-edge manifestations of energy in any market.Includes types of products,benefits and ingredients.Consumer trendsThe result of shifts in consumer expectations,attitudes,and needs in response to the macrodrivers at play.The worldThe
8、consumer5Introduction and frameworkHow wedid it?We looked at over 35bn+Google searches linked to 190+topics spanning 8k+trends globally over a span of five years to uncover emerging trends.2018-2023Time period2023Predicted data35 billion+Data points8,993Number of searchtrends evaluated6Introduction
9、and frameworkThe threekey pillars driving the narrative on trends What do consumers want?How does the evolving context of search translate to trends?EnableProtectEntertainSmart doorbellGesture recognitionMobilerobotHumanoid robotCompanion robotHaptic technologyFixedwireless Domestic robot ChatbotSma
10、rt watch5GeSIMInternet botPersonalrobotNFCWearable technologyCobotRobotic pet Satelliteinternetaccess Robotic lawn mowerIOTHome automationWirelesssecurity cameraMotion detectionIT lawDigitalMarkets ActEnd-to-End encryptionVirtualprivatenetworkDigitalcitizenPrivacypolicyCyberbullyingCybercrimePersona
11、ldataCybersecurity awarenessMulti-factor authenticationDigital Services ActPC GameMultiplayer video gameCrossplatformplayEsportsVoice chatin online gamingCloudgamingOnline gameVideo game moddingReal time strategyInteractive mapTwo factor authenticationFacial recognition systemSmart plugResulting in
12、six consumerled tech trends1.3.5.2.4.6.Tech gets conversationalHarmonising integration within the smart homePrivacy and protectionHealth on meUshering in the era of advanced connectivityGaming redefinedTech getsconversationalSpeech advancements make tech more human and commerce conversational19Consu
13、mer need:EnableTrenddefinitionThe rapid advancement within the roboticsecosystem is creating a growing need for AIbased social robots that are viewed as friends,mentors,soulmates rather than machines designed to deliver specific functions.25m+Average globalmonthly searchesSource:Search dataSource:Se
14、arch dataTOPICS THAT CONTINUE TO BE ON THE RADAR BUT ARE DECLINING YoYTOPICS THAT ARE GAINING SIGNIFICANT TRACTION AND MOMENTUMInternet botAvg.monthly searchAvg.monthly searchRobotic lawn mowerChatbotRobotic petHumanoid robotRemote control robotCobot20m3m1m239k107k176k66k50%140%00-50%-4%+131%+10%+3%
15、-19%-9%-11%Consumer needThere is a growing acceptance of robotic companions as they make gradual inroads into the home.Consumers appear to be interested and are seeking information about robots enabled by technology from across the spectrum.Buddy,Aibo,Loona(ChatGPT)EMO,Ameca,and Sophia are examples
16、of companion robots for children,adults,and older people.Therefore what lies ahead?Functionality moves to the next level as the demand and utility for socially assistive robots continue.As AI gets increasingly embedded,there is a need to take a step back and consider if ethical guidelines are in pla
17、ce.What kind of data integrity and security procedures are in place?Is there a mechanism that ensures the systems are regularly audited to ensure full compliance?The unfolding scenario,while fascinating,is unsettling and raises ethical,legal,and social issues.10Consumer need:EnableINTEREST IN HUMANO
18、ID ROBOT0.35m0.3m0.25m0.2m0.05m0.1m0.15mSource:Search data02002120232022DISRUPTIVE TOPICS RANKED BY GROWTH(YoY)CompanionrobotMobilerobotHumanoidrobotPersonal robotDomestic robot+18%+11%+10%+1%Source:Search data Core consumer needs linked to this trend.ConverseEntertainPerform tasksNEW11Co
19、nsumer need:EnableHow brands are already innovating to address this trendElliQ:A robotic companion for the elderly helps the aging stay active,connected,and engaged.Built primarily to address loneliness and healthy aging issues by establishing a rapport with its owner.It uses cognitive AI to initiat
20、e interactions and build relationships.The purpose is to initiate connections that hit the right note,provide comfort,reduce stress,and motivate users 2.EVE embodies safety,balance,and intelligence,making her the epitomeof a smart and efficient android in the workforce 4.Starbucks Barista has been u
21、sing chatbots(since 2016)to help consumers order their favorite drink or snack through voice commands or text messaging.The chatbot will tell you when your order will be ready and the total cost 3.Q-bear:AI baby crying translator uses AI technology to analyse and recognise babies needs from differen
22、t types of cries to help parents react more easily.There are four identifiable needs:hunger,a dirty/wet diaper,sleepiness,and a need for comfort.Q-bear can also detect a babys discomfort level for parents to understand their babys health situation further 1.12TitleSo,whats next?132Macro drivers that
23、 areaccelerating this trend Increasingly time-poor lives Rise in single-adult households Delayed/No marriage or long-term partnering Urban migration and lack of community,network,and support Increasing demand for hyper-personalisation,automation,and outsourcing of time and energy-intensive tasks Hig
24、her demand for inclusivity of neurodiversity in the workplace Aging populations Overstimulation from messaging overloadAI has the potential to make the tools people use in modern life more friendly,and human-like,preserving some of the benefits of social contact and behaviour.AI with empathyGreater
25、inclusivityImmersive and conversationalPeople will seek more immersive and conversational ways of absorbing content,from Conversational AI reading audiobooks to lectures to entertainment.The future of entertainment is both immersive and humanly responsive!Conversational AI not only brings everyone i
26、nto the conversation,but it also helps to give more people more accessible access to skilled,team-based work,allowing them to easily converse with team members through brainstorms,think tanks,and more.Additionally,more people can find ways to converse with brands and services more intuitively.Health
27、 on meFuelling the age of hyper-personalisation214Consumer need:EnableTrenddefinitionThe need for personalisation continues to soar.Health and wellbeing are at the center as consumers seek holistic medical grade wearables,technology and diagnostics as part of a healthy lifestyle.32m+Average globalmo
28、nthly searchesSource:Search dataSource:Search dataTOPICS THAT CONTINUE TO BE ON THE RADAR BUT ARE DECLINING(YoY)TOPICS THAT ARE GAINING SIGNIFICANT TRACTION AND MOMENTUMAvg.monthly searchAvg.monthly searchTelemedicineContinuous glucose monitorActivity trackerSleep trackingElectronic health recordSma
29、rt watch1.6m429k1.5m279k2.5m30.6m50%100%0%0-50%+47%+36%+14%-7%-6%-5%Consumer needIn line with their desire to exert greater control over their health and wellbeing goals,consumers continue to seek a holistic view of their health,thereby gravitating towards next-generation tech that enables devices t
30、o get insights on demand and on the go.Therefore what lies ahead?Data will continue to become a valuable commodity for businesses and consumers alike.The dependence on apps and wearables to augment and modify emotional and physical triggers will show no signs of abating.Brands will be expected to co
31、nnect the dots and curate an offering that keeps the consumers individual and personal needs and data in mind.Preventative moves to a new level,forecasting to enable overall wellbeing.15Consumer need:EnableINTEREST IN CONTINUOUS GLUCOSE MONITORING 0.6m0.5m0.4m0.1m0.2m0.3mSource:Search data0201820192
32、020202120232022Core consumer needs linked to this trend.ContinuousmonitoringDiagnostic,integrated with other data pointsReal time and accurate reading Enhanced bysensors+Definitely a unique wearable Great getting a look behind the curtains as far as my daily blood sugar goes.It helped me notice patt
33、erns and identify problematic foods and habits.Social expressions16Consumer need:EnableHow brands are already innovating to address this trendMovado introduces its smart ring,Evie,designed uniquely for women to track their menstrual cycle,mood,menopause,and beyond.They are positioned as a medical de
34、vice challenging the status quo of similar offerings within the wearables space 6.An AI-powered brain brand by Frenz that uses 7-in-1 sensing technology toenhance sleep by continuously monitoring heart rate and brain activity 7.Nutrisense offers a continuous glucose monitoring device that arms consu
35、mers with personalized real-time data correlating the response of glucose levels specific to food,exercise,stress,and sleep 5.17TitleSo,whats next?12Macro drivers that areaccelerating this trend Growing understanding of mental,physical health and the science behind Inequality in access to healthcare
36、 Increased risk of health threats pandemics,drug resistant bacteria,NCDs(Noncommunicable diseases),and environmental risks Rise of alternative health influences e.g.,Asian medicines,African botanicals,and other ancient or cultural philosophies Rise in access to DNA testing and in-home diagnostic too
37、lsWellness tech becomes intuitive and easy to incorporate into our lives.Beyond diagnosis and tracking,it will enable in-moment advice,stripping out time and cost frictions of awaiting medical advice.Imagine the possibilities for an in-moment detailed understanding of even mild allergic reactions,di
38、gestive discomfort,or mental and emotional discomfort.Beyond this,we will all have access to a harmonized ecosystem of our medical histories and tracking that provides our linked team of medical professionals with accurate information for future diagnoses,personal health forecasting,and monitoring.P
39、ersonal health forecastingIn-moment and real timeTech gives us in-moment tracking at our fingertips.Consider the rise of ingestible tech(capsule-sized micro-cameras that can illuminate and diagnose activities of our digestive systems).Tomorrow,we may know within hours if our vitamin supplements are
40、being adequately absorbed or if our gut flora is out of balance,giving us more power to act in time.3Harmonising integration within the smart home19Consumer need:EnableTrenddefinitionLooking for complete integration that syncs homeappliances in harmony with the Internet of Things.Seamlessly and smoo
41、thly configured with an element of freedom(without a subscription)in one place.12m+Average globalmonthly searchesSource:Search dataSource:Search dataTOPICS THAT CONTINUE TO BE ON THE RADAR BUT ARE DECLINING(YoY)TOPICS THAT ARE GAINING SIGNIFICANT TRACTION AND MOMENTUMAvg.monthly searchAvg.monthly se
42、archVideo doorbellHaptic technologyHome securityInductive chargingSmart plugHome automation Smart lockInternet of Things120k12m1m3m577k2m2m6m100%100%00-100%-62%+49%+47%+16%+7%-39%-33%-8%Consumer needWith technology getting embedded in practically every aspect of life,the expectation continues to gro
43、w that it would become more intuitive such that it can interpret and understand intentions.As consumers amass multiple smart devices across brands,there is a growing need to have it all connected and controlled from one space.Therefore what lies ahead?Smart home hubs from Alexa,Amazon,Bosch,and Goog
44、le are top of mind as consumers try to unify their connected gadgets from a single app.The struggles of connecting devices that operate across multiple platforms are real,given the different connectivity protocols.Matter is another new standard in smart home interoperability developed in collaborati
45、on with Apple,Amazon,Google,Samsung,LG,and more.It appears promising thanks to its ability to create unified connectivity for the smart home.The challenge is that the standard has been slow-moving with few available products,so smart branding,marketing,and product development are required to connect
46、 with consumer needs.Considering this and the natural adoption curve has peaked,consumers may express some resistance or delay in acquiring smart home devices.20Consumer need:EnableCore consumer needs linked to this trend.Its not as easy as they make it out to be while Apple has relaxed its requirem
47、ents,the range of supported devices lags compared to some of the other players.Social expressionsHigh-techIntegrated Seamless DISRUPTIVE TOPICS RANKED BY GROWTH(YoY)SmartdoorbellMotiondetectionGesture recognition+93%+50%Source:Search data NEW21Consumer need:EnableHow brands are already innovating to
48、 address this trendSynTouch(Haptic Data):What should your product feel like?How do you make it feel like that?SynTouch uses product feel data to replicate the textures humans want to/prefer to feel.This is being used for nonwovens,cosmetics,automotive,paints,and even paper 9.Osmo seamlessly integrat
49、es physical game pieces with digital games,allowing players to engage in various interactive activities such as drawing,coding,spelling,and more 8.22Consumer need:EnableHome tech:Who is winning and what do consumers want?Parnika ShrimaliGlobal Product Marketing Director,Brand GuidanceKantarThrough K
50、antars BrandDigital solution,we tracked five prominent brands Amazon,Alexa,Google Home,Apple Homekit,ecobee,and Samsungs SmartThings-from June 2019 to May 2023 in the US market to understand which brands are driving consumers attention in the tech-enabled home space.Our inquiry uncovered noteworthy
51、findings:interest in smart home hubs has consistently declined over the last four years,down 23%versus 2022.While Amazon and Google continue to dominate the market,Samsungs SmartThings emerges as a challenger brand,exhibiting a positive growth of+18%.The data points to an interest in their latest of
52、fering,Station,which has experienced a growth rate of 4.5k%compared to the previous year.TOP BRANDS RANKED BY SHARED OF SEARCH LAST YEAR(MAY 22-APRIL 23)Avg.monthly search1.Google Home2.Amazon Alexa3.Apple Homekit4.ecobee5.Samsungs SmartThings2.5m2.4m599k304k149k50%0-50%-19%-32%-12%-42%+18%23Consume
53、r need:EnableIn the past year,Samsungs SmartThings has successfully captured market share from its competitors.In line with the overarching narrative,purchase intent is primarily fueled by Station.Station from SmartThings enables consumers with a seamless solution to connect various smart products s
54、panning various categories effortlessly.*%CHANGE in Share in Branded Search shows the growth in interest for the brand out of all searches in that category,for the selected time periodTOPICS THAT ARE DRIVING INTEREST OVERALL AND BRANDS ASSOCIATED WITH EACH TOPIC(MAY 22-APRIL 23*)Generic44%Homesecuri
55、ty6%Features10%Integration3%Troubleshoot1%How to18%Homeautomation4%Reviews2%Other8%Purchaseintent3%Smartappliances1%Google HomeApple HomekitSmartThingsecobeeAmazon AlexaThe Samsung SmartThings Station might be my new favorite gadget.Matter hub,wireless charger,and home control button all in one.It a
56、ll works so well.CHANGE IN SHARE*OF BRANDED SEARCHES BY CATEGORYAmazonApple HomekitecobeeGoogle HomeSamsungs SmartThings20%0-20%-6%+2%-2%+6%0%Social expressions24TitleSo,whats next?12Macro drivers that areaccelerating this trend Increasingly time-poor lives Rise in single-adult households Rapid urba
57、nization and smaller,optimized dwellings Increasing demand for hyper-personalisation,automation,and outsourcing of time and energy-intensive tasks Rise in awareness of the true environmental impact of daily habits Fear of environmental harms e.g.,pollution Gig economy and flexible-working Energy cri
58、sisHarmonized smart homes will manage all safety concerns helping residents keep track of risks around them and manage them in-moment.Imagine a home that can warn of rises in pollen or pollution in the air so people can take preventative measures,or the home can react intuitively!Intuitive homesSust
59、ainable homesHomes will manage and reduce their negative impact automatically.People will have access to restorative technology and guidance to help manage their homes more smartly and with greater peace of mind.Imagine a future where homes are set up to utilise waste to generate energy-reducing rel
60、iance on strained power systems and reducing carbon footprint!4Ushering in the era of advanced connectivity26Consumer need:EnableTrenddefinitionMoving from awareness to adoption,the switch is being made towards compatible tech devices to access faster networks that help test and use newer innovation
61、s in their everyday lives.75m+Average globalmonthly searchesSource:Search dataSource:Search dataTOPICS THAT CONTINUE TO BE ON THE RADAR BUT ARE DECLINING(YoY)TOPICS THAT ARE GAINING SIGNIFICANT TRACTION AND MOMENTUMAvg.monthly searchAvg.monthly searchSmart communicationseSIMBandwidth5GBroadbandNear-
62、field communication1m4m7m9m62m6m-50%140%050%0%+100%+114%+37%+31%-22%-9%Consumer needSpeed and security accompany the core need for hassle-free tech adoptions.Interest in 5G skews from countries in Asia(Bangladesh,India,Nepal)as technology makes its way to the on-the-go population there.eSIM(digital
63、SIM that allows consumers to activate a cellular plan from their carrier without using a physical SIM)migration also picks up steam.Therefore what lies ahead?Once the understanding of the technology is established,the narrative changes very quickly toward brands offering or enabling it.5G conversati
64、ons are all in the context of cell phone brands.The race to capture the attention of the migrating consumer looking to upgrade without breaking the bank is fierce.Multiple sub-brands offering 5G-enabled handsets emerge to cater to this demand in Asia.Poco(Xiaomi),RealMe(former sub-brand Oppo),and Iq
65、oo(VIVO)are all sub-brands catering to this need.Therefore,how do brands create value to differentiate their proposition?27Consumer need:EnableINTEREST IN eSIM12m10m8m2m4m6mSource:Search data02002120232022Core consumer needs linked to this trend.Better access to tech enhancementsLower lat
66、encyImproved speedThe 5G coverage at this train station is amazing.Within 30 mins,I could download the Fast&Furious movie collection from iTunes on mobile data!I know 5G is fast,but I am amazed that I downloaded 40 GB of movies on it!Social expressions28TitleSo,whats next?132Macro drivers that areac
67、celerating this trend Increase in time-shifting,flexible-working,and digital nomadism Skills imbalance and unemployment in developing markets Gen Z grows in the workplace The rising influence of previously marginalised groupsGlobal workplace accessibility is on the rise,adding value across continent
68、s.Previously marginalized groups in developing countries,including low-income individuals,are now actively participating.This means your most talented financial director could be a single mother in Kerala,benefiting from advanced connectivity.Additionally,the expansion of 5G is enabling work tourism
69、,boosting economies worldwide.Talent without bordersLevel playing fieldEmergence of new gate keepersA new class of inter-jurisdictional tax experts grows and dominates the role of gatekeeper of workflows across the global workplace.Knowledge and skill acquisition are frictionless,giving more people
70、access to more skilled work and greater earning potential.Workplaces become more competitive,giving rise to better outcomes and leveling the playing field for all.Privacy and protectionSafe and responsible access to digital as a must530Consumer need:ProtectTrenddefinitionPrivacy continues to be top
71、of mind as consumersincreasingly rely on tech to enable and empower their lives.Their drive to protect themselves and theirpersonal data becomes relentless.They are extremely intentional about the type of data they share.69m+Average globalmonthly searchesTOPICS THAT CONTINUE TO BE ON THE RADAR BUT A
72、RE DECLINING(YoY)TOPICS THAT ARE GAINING SIGNIFICANT TRACTION AND MOMENTUMAvg.monthlysearchAvg.monthlysearchComputer fraudTwo-factor authenticationMulti-factor authenticationPassword managerAntivirus softwareVirtual private networkRansomwareCybercrimePrivacy policy Personal dataFacial recognition sy
73、stemCyberbullying101.6k1.9m2.5m4.9m8m48m1.4m5m1m4m2m2m50%100%0-50%0Source:Search data Source:Search data-27%+76%+52%+37%+17%+15%+16%+14%-25%-16%-12%-17%Consumer needConsumers are taking matters into their own hands to protect themselves.The consistent rise of data breaches across the globe continues
74、 to fuel this distrust.This tension is palpable based on search behaviour as they seek information and learn courses to better equip themselves.Therefore what lies ahead?There is a need to rebuild trust.Consumers want to be in the driving seat with the ability to opt-out easily and revoke access to
75、their data.Do privacy policies need a simple overhaul that clarifies what,when,and where customer data will be used,along with who has access?Brands must actively differentiate themselves through deliberate,positive measures within this area.31Consumer need:ProtectINTEREST IN END-TO-END ENSCRYPTION0
76、.6m0.5m0.4m0.1m0.2m0.3mSource:Search data02002120232022Core consumer needs linked to this trend.Theft prevention Easy to understand Transparency DISRUPTIVE TOPICS RANKED BY GROWTH(YoY)Digital markets actDigital services actEnd-to-end encryptionDigital citizenCyber security awarenessIT law
77、Source:Search data+358%+171%+67%+59%+30%+9%32Consumer need:ProtectHow brands are already innovating to address this trendWallets that are enabled with technology and app-based connections to protect or warn from theft 11.Deeptrace,the Dutch company,claims to be the antivirus for deepfakes;the first-
78、to-market deepfake detection solution is designed to guarantee the integrity of visual media.Deeptrace sees the same adversarial machine learning and computer vision used to create deepfakes as a primary tool for detecting them 12.Boris the BabyBot is the worlds first childrens book about surveillan
79、ce.It offers basic visual references for invisible and abstract concepts of data collection,which help shape a childs awareness of these processes 10.33TitleSo,whats next?12Macro drivers that areaccelerating this trend Rising capabilities of deep-fake technology and AI Rise in scam-culture Tech cont
80、rol the hidden impact of media platform owners like Meta and writers of content legislation Rise of cybersecurity and privacy concerns Rise of AR,VR,and mixed reality Declining trust in traditional sources of information and authorityConsumers will take matters into their own hands,demanding fairer
81、and easier-to-understand terms and conditions.Expect a rise in rewrites of data-protection laws that safeguard the average consumer.Consumers,supported with tech and innovation from activist groups,will find ways to take ownership of their data and monetise access at their discretion.Monetisation mo
82、ves to the consumerAI and deepfake detectionWith the proliferation of AI-generated content and deepfakes,expect a rise in technologies to help consumers decipher what is real and what isnt,safeguarding them and their interests.Gaming redefined As brand-enabled communalcreative endeavours635Consumer
83、need:EntertainTrenddefinitionAccess to faster internet and portable gaming devices helpscasual and hard-core gamers play on-the-go online with friends and family,near and far.Exclusives give way to multi-device games like Robolox and Minecraft.196m+Average globalmonthly searchesTOPICS THAT CONTINUE
84、TO BE ON THE RADAR BUT ARE DECLINING(YoY)TOPICS THAT ARE GAINING SIGNIFICANT TRACTION AND MOMENTUMAvg.monthlysearchAvg.monthlysearchSimulation video gameCloud gamingGaming computerPC gameVoice chat in online gamingVideo game moddingOnline gamingMulti video game2m2m9m22m2m126m22m8m50%200%0-50%0Source
85、:Search data Source:Search data-41%+177%+63%+34%+10%+1%+1%-20%I love that I can cross-save/cross-progression,on a console or PC,even during travel.Social expressionsConsumer needThe need for versatile play engenders the desire to create and choose dynamic gameplays and share those experiences.Gamers
86、 now want to go beyond traditional gaming to connect,create and share via voice chats,gameplays,shared mods,or mapping quests.Therefore what lies ahead?Two clear areas of engagement emerge.1.Linked directly to the software and hardware:Improve accessibility to all enthusiasts.Capitalises on the inte
87、rest in cloud gamings plug-and-play model by innovating for latency and aiding the switch from expensive hardware.Enables diverse playstyles and elevated immersive experiences to cater to the needs of the creative gamer.AI-generated customisable NPCs(Non-player character),gameplays,and dialogues cre
88、ate the route to win the fierce competition for gamers attention.2.Linked to tapping into a platform:More than half of the worlds population convenes to escape the routine of every day an opportunity for even the beyond-gaming brands to get in on.36Consumer need:EntertainINTEREST IN CLOUD GAMING3m2.
89、5m2m0.5m1m1.5mSource:Search data02002120232022Core consumer needs linked to this trend.Creative freedomCommunityAccessDISRUPTIVE TOPICS RANKED BY GROWTH(YoY)Real-time strategyInteractive mapCross-platform playEsportsSource:Search data+16%+9%+6%+4%37Consumer need:Entertain3.7b 300m 38%$203
90、b48%51%2x16%Game consumers globally 14Hardware-driven consumers 14Gamers belonging to the 18-34 cohort(US)15Overall gaming revenue 13Gamers identifyingas female 16 Share of overall gaming revenuefrom smartphonesor tablets 13 Asia has more gamers than any other region 17Gamers who areages 55+(US)15Th
91、e voice of the hyper-casual gamer often gets overlooked,considering their contribution towards driving revenues for game companies 14.Gamers differ vastly in their motivation.Players of games like League of Legends,CS:GO,or Dota 2 focus more on competition and excitement,while players from Animal Cr
92、ossing or City of Heros are all about the fun of discovery,community,or design 18.Given the dynamic nature of the audience,a one size fits all approach would not apply.However,the desire to connect,bond,and create is a common thread that binds them into a supportive online family.In this light,Coope
93、rative Gameplay will be an integral part of gaming for years 19.Brands need to be conscious of how they tap into this space as they curate and create the narrative around themselves.Representation is at the heart of everything;consumers want to be heard,acknowledged and included.To this end,brands m
94、ust ensure that they adequately support minorities,whether race,sexual orientation,gender,or people with disabilities.Gaming has always been there for me.A couple of games with friends changes a bad day in seconds.Social expressions38Consumer need:EntertainHow brands are already innovating to addres
95、s this trendNedbank Chow Town is a brand-owned game in Roblox,developed by one of South Africas leading banks to help children learn about money management.39TitleSo,whats next?Macro drivers that areaccelerating this trend Rising capabilities of AI-tech Rise of AR,VR,and mixed reality Rise in metave
96、rse culture,digital currencies,digital art,etc.Globalised pop culture Insular living Single child households 132Gamification becomes a basic expectation as consumers demand experiences that are more immersive,entertaining,and memorable.Consumers expect interactivity everywhere,as everything in the p
97、hysical world becomes information-rich and responsive not just interactive.Immersive interactivityImmersive spectatorshipGamified educationEducation is gamified,making content more interesting,human,and memorable,giving all types of thinkers a format in which they can learn.Beyond e-sports,expect mo
98、re engagement in gaming for entertainment and competition.More players across gaming formats join the playing field,and gaming grows to become an immersive spectator sport offering opportunities for brands to get involved.The innovation angleInnovation intech requires meaningful differentiationNidhi
99、 RustagiGlobal DirectorProducts and Services,Innovation KantarEmpowering consumer foundationsBuilding upon a strong foundation of consumer insights,the emerging trend of the tech-enabled lifestyle aims to place people at the core of the innovation process.By analysing consumer expressions related to
100、 techand brands,innovators can develop hypotheses and question the underlying why(motivations)driving these trends.The overarching themes of Protect,Enable,and Entertain,with consumer trends and expressions underneath,reveal the necessity to delve deeper into identifying tension.These tensions prese
101、nt opportunities for brands to construct unique propositions and deliver them meaningfully differently.For instance,consider the need to balance growing interest and concern in tech.The curiosity surrounding AI,5G,and cloud gaming is juxtaposed with the need to address protection-related areas like
102、password managers and privacy features.This tension indicates the opportunities for brands to bridge the gap with disruptive innovation.Steer your innovation pipeline in the same direction as consumers Emerging trends reveal trends across established,mainstream and disruptive factors.The objective i
103、s to follow trends and understand their evolution.This knowledge is a valuable guide for planning an innovation pipeline portfolio encompassing core,adjacent,and disruptive elements.Lets take the banking industry as an example.Banking remained largely unchanged for centuries,untouched by disruption.
104、However,of late,fintech companies without brick-and-mortar footprints have revolutionised the banking model.The gigification of banking has led to numerous apps and services that compete with traditional banks as they offer options for loans,payments,and investments.Consumers now have eWallets provi
105、ded by apps instead of conventional banking relationships.All roads lead to brand purpose The fundamentals of what defines great innovation remain the same,and one such principle is about fit the brand.Ensuring your innovation aligns with the brand and serves as a lever to realize purpose is crucial
106、.The industry faces significant challenges,such as the ethical dilemma posed by the rapid advancement of AI and robots or concerns regarding privacy in accessing health data for personalised experiences.All these challenges must be evaluated and assessed through the lens of the brand.Just because a
107、technological innovation addresses a genuine need does not automatically make it a suitable fit for a specific brand.Kantar firmly believes that for innovation to be successful,it must be both meaningful and different.In simple terms,successful innovation should be meaningfully different.This overar
108、ching principle applies to innovation in technology and its role in fostering innovation.We are inspired by the wisdom of Steve Jobs,an iconic technological visionary who once proclaimed:True innovation lies in revealing what people desire before they even know it.Thats why market research alone is
109、not my reliance.Many in the tech industry have taken this statement at face value.While people may not be able to envision new products,they can determine whether they want something when it is presented to them and whether it addresses real needs.The true power of consumer understanding lies not in
110、 mindlessly accepting peoples opinions but in deliberately investigating how people respond to innovation throughout its development journey.This principle holds for technology as well.41The innovation angleThe sustainability narrative The growing intersection of tech and sustainabilityDr.Nicki Morl
111、eyHead of Behavioural Science and Innovation ExpertiseTransformation PracticeKantar,UKThere is a growing consciousness as interest spikes in topics such as electronic waste(7%YoY growth),and new ones such as mobile phone recycling and electronic right-to-repair appear on the horizon.Brands such as F
112、airphone and Framework Laptop walk the talk on their sustainability agenda by transparently tackling the topic of e-waste,environmental damage,and exploitation by actively promoting a circular method of purchasing tech.Lyft has partnered with Redwood Material to recover and repurpose dead or broken
113、batteries to reduce waste and carbon emissions.The secondary market for refurbished smartphones grew globally by 5%in 2022.India led the global refurbished smartphone market in 2022 with 19%YoY growth,followed closely by LATAM with 18%YoY growth.Apple captured 49%of the global refurbished smartphone
114、 market in 2022,followed by Samsung at 26%.As the narrative evolves,tech brands must actively take ownership and invest in developing a circular business model that reduces waste,considers sustainably sourcing materials,and reusing resources.Brands must design for behaviour change and make it easy,m
115、eaningful,and rewarding for consumers to change their behaviour.Use behavioural science-inspired research approaches to identify the limiting beliefs that hold people back regarding more sustainable outcomes.We often see in our research that faulty beliefs and expectations are the strongest barriers
116、 to behaviour change.Seek out these beliefs early and design with them in mind.While searches linked to sustainability in the context of tech are low in volume(3m average monthly searches),they show an upward trend in growth year-on-year.Consumers are doing what they can to mitigate the impact in li
117、ne with inflation and spiraling energy costs.Given the direct impact on self,many are thinking ahead and actively seeking smart meters(+35%YoY),smart thermostats(12%YoY),and solar panels to manage how they consume and generate energy.These findings align with what was uncovered in our sustainability
118、 report from the Finding the Future series.43The sustainability narrativeINTEREST IN ELECTRONIC WASTE1.2m0.3m0.6m0.9mSource:Search data02002120232022Concluding thoughtsHow do we expect the role of tech to evolve?Renissa GoundenClient Director,Future Offer LeadKantar,South AfricaProtecting
119、 our bodies and homesTomorrow,protecting our physical bodies and our homes from external harm will entail less guesswork.Does your brand serve to protect?How might you evolve to work with smarter,harmonised homes or health tech that helps people understand and act on risks?Protecting us from the har
120、ms imposed by techTomorrow,expect more solutions that help consumers decipher what is real and what isnt,safeguarding them against scams and other online risks.If your market pivots toward personal data being owned or being able to be owned by individuals,how will that affect your business model?In
121、the face of legal uncertainty around digital rights,how might your brand show leadership and build trust around your digital practices?Facilitating our allyship with the planetTomorrow,tech will help us diagnose and correct our impact on the planet,from managing our carbon footprints to taking resto
122、rative measures to undo negative impact.How might your brand become a part of a lifestyle where consumers are empowered to make choices based on real sustainability?The ultimate democratiserExpect a future where tech gives more people access to goods and services previously only available to the wea
123、lthy,urban,and non-differently abled.Consider the limitations your goods and services are faced with today.Who is excluded from your offer,and how might tech be used creatively to include all?Leveler of the global talent fieldWhile we are more globalised than ever,there are groups of talented indivi
124、duals in corners of the world with no access to the global marketplace.Tomorrow,your business will be able to find critical talent in previously unlikely places.Gamifying life,making the mundane more memorable!Tomorrow,gamification of everyday tasks will help make it easier to form good habits and m
125、ake learning,work,and even interaction with brands and services more memorable and joyful.What expertise will you need for a more interactive future internally or externally via partnerships?Will deeper forms of interactivity impact your strategic or brand-planning cycles?How will it affect what kin
126、ds of stories you can tell consumers?45Concluding thoughts So,whats the verdict:Is tech a friend or foe?Serene WilsonGlobal Insight,Dx AnalyticsKantarOur inquiry into 36bn+search data points across the globe creates a compelling narrative about the role,value,and importance of tech in the consumers
127、world.While the hot debate about AI robotics taking over jobs,livelihoods,and potentially the world flares up,consumers do not show any signs of despair.It is not a case of doom and gloom.On the contrary,there is a genuine interest to know more,understand,embrace,and adopt.They appear to be in contr
128、ol of the tech in their lives.When technology is new,searches are anchored wholly to understanding it.Once that has been established,the brand takes over.They are in sync with the developments around them,and their engagement oscillates based on the peaks and valleys in their interest levels.Perhaps
129、,it is a case of knowing when to switch or tune out.And they are doing just that,actively and with intention.As AI gradually makes its presence felt across the different facets of their lives,many leverage it to elevate their experiences and or to simply enjoy everything it enables.Increasingly,many
130、 choose to let their guard down by allowing AI-enabled robots to go beyond the space of function into an emotive/social territory.This now involves young children and elderly parents.Though niche,it presents insight into the willingness to open themselves further to everything that tech has to offer
131、.The understanding of tech and how it can be enabled to fuel their personal goals is not only established but also accepted.Many push the envelope further by demanding and increasingly embracing more.This acceptance permeates throughout their relationship with tech.While privacy and personal data co
132、ncerns remain,the level of searches once again points toward consumers equipped with varying degrees of knowledge,skills,hardware,and software to protect their interests.They are not waiting to be saved.They are advocating for themselves.Adopting some technologies takes time as awareness is built or
133、,more importantly,when it is made accessible.5G,for example,sees a resurgence as it makes itself mainstream within the Indian subcontinent.As a result,the spillover is positive and fuels momentum around other industries(FinTech).One can infer that tech is seen as both a friend and a foe.Consumers ar
134、e not blinded by its allure,despite their fascination with everything it enables.They are genuinely cautious and are on the ball.46Concluding thoughts SourcesStella WilsonHaffendenSherin HephzibahAfridi MasudMandeep SinghKathleen ODonnellAshraya Chakraborty Renissa GoundenNidhi RustagiDr.Nicki Morle
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140、e Rise of the Hypercasuals.”Statista Infographics,27 May 2022, 10 July 2023.14 Obedkov,Evgeny.“DFC:Core Player Base Only Accounts for 10%of 3.7 Billion Gamers Globally.”Game World Observer,12 Apr.2023, 12 July 2023.15 CASTELLAW,CHRISTOPHER.“New Report Reveals Nearly Half the Planet Plays Video Games
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143、hKantar is the worlds leading marketing data and analytics company.We have a complete,unique and rounded understanding of how people think,feel and act;globally and locally in over 90 markets.By combining the deep expertise of our people,our data resources and benchmarks and our innovative analytics and technology,we help our clients understand people and inspire growth.