I know it's February but we're not quite ready to let go of the trend data predicted for this coming year. This research on consumer trends from the GlobalWebIndex is dizzying in both the array and scope of changes in consumer behavior.
The Trends 17 Report even warns that this year so-called context collapse could spread from the major social media to messaging apps as they add functionality – and users stop engaging.
Back in 2012, the average internet user had about three social media/messaging accounts – now the figure is closer to seven, meaning that the arrival of varied and specialised services has impacted how networkers are interacting with social media. GlobalWebIndex Trends Analyst Katie Young
In the 60-page report, GlobalWebIndex CEO Tom Smith writes about six core trends that define this era – and the expert analysts identify 10 key trends to watch in 2017:
- Mobile-First – A “mobile-first landscape” is fast approaching, with brands that fail to prioritize mobile running the risk of missing key opportunities and jeopardizing their relationships with younger consumers.
- Global Mobile – India, the Philippines and Indonesia are poised to become the big new markets for smartphones.
- Game Live Streaming – Marketing could move closer to gaming – as spectator gaming gains traction. GlobalWebIndex data showed that one in four users have watched a live gaming stream in the past month
- Facebook Marketplace – Facebook Marketplace could take off, bridging the ever-present gap between research and purchase.
- Social Video – An explosion of video content on social media will make a major impact on marketing strategy in 2017.
- Content Marketing – Consumers have been empowered by the rise of the ad-blocker with the online community becoming less open to interruptive advertising, meaning marketers and advertisers need to take a new approach, bringing us closer to the consumer-driven, content-powered world of marketing than ever before.
- Mobile Ad-Blocking – Mobile ad-blocking will spread from Asia to the West, meaning mobile advertising will need to shift to less interruptive messaging and more relevant content.
- Virtual Reality – Mobile could be the big winner as Virtual Reality and Augmented Reality (VR & AR) take off with consumers – 40% of whom have already expressed an interest in using VR headphones
- Snapchat – Snap could kick-start the wearable technology revolution after dipping its toe into the water with Snapchat Spectacles – sunglasses that record video snippets that automatically save to the user’s Snapchat Memories. The device uses a 115-degree lens that mimics how humans see.
About Global Web Index
GlobalWebIndex is a technology company headquartered in London that provides audience profiling data across 40 countries to the world’s largest brands, marketing agencies and media organizations.
The company maintains a global panel of more than 18 million connected consumers, which it leverages to create 8,500 data points on the behaviors of internet users around the world. Clients including Twitter, Google, Unilever, Johnson & Johnson, WPP, IPG and Omnicom Group can gather in-depth insights into audience behaviors, perceptions and interests through a combination of survey and analytics data using the GlobalWebIndex platform.