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TRENDS

2017

W W W. M I N D S H A R E . C O . U K

MINDSHARE TRENDS 2017

Contents

MINDSHARE TRENDS 2017

Introduction
Here at Mindshare, our purpose is to create valuable experiences People remain firmly at the heart of all of our trends; and we view
for people in media. talking to them as the most important part of our entire Futures
programme. After all, it’s not a trend unless there is actually some
As technology reshapes the ways in which brands can reach kind of consumer motivation behind it. Innovations are all well and
consumers, all too often the human at the receiving end of good, but if no one knows about them or wants to use them, their
is neglected. We aim to change that by focusing on creating value is limited. It is all too easy to become immersed in our own
valuable experiences for people and brands. media environment, believing that everyone views daily life as we
do; our very own agency form of ‘Tunnel Vision’. For this annual
Mindshare Futures is the research programme that underpins report we surveyed over 3,000 people, held focus groups, ran
our purpose. It runs throughout the year, constantly monitoring online qualitative and diary style exercises with over 100 people,
and testing emerging tech innovations and the wider cultural and carried out social and search analysis.
changes going on in the world. It all culminates in our five trends
to watch report for 2017. These are the technology and cultural Over the coming pages we discuss these trends and how
trends we expect to see accelerate in the next 12 months and they will impact consumers, brands and media in the future.
continue to resonate for the years ahead. Some are brand new, We will provide examples of these trends in action and give a
and some have developed out of trends we have highlighted in unique consumer view in our ‘back in the real world’ sections.
previous reports. Throughout 2017 Mindshare Futures will continue to investigate
these trends in even greater detail, via a variety of set-piece
studies, always putting real people at the heart of what we do.
Exciting times ahead. Watch this space and we hope you enjoy
the read.

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mixed and augmented reality experiences are coming our way. 04 .MINDSHARE TRENDS 2017 REALITY CHECK Reality Check What is it? A raft of virtual. but will they be successful? It’s time to cut through the hype and get real about reality.

Samsung and HTC are all involved. aren’t strictly VR as the content is real What’s different? Why is there so much footage and you are more of a spectator. or care about the difference and for Many remain convinced they are still set to them. although the provides an experience in a computer experiences were not necessarily those generated world whereas both AR and in name or exact format back then. the experience takes precedence. Not simulators for military training and early everything you view in a headset is gaming experiences. world. Over $1. When you look outside of the A lot of progress and investment has industry. these terminologies are not happened since but realistically it is still fully appreciated as the technology is early days and these experiences have still so new to people. Facebook. Microsoft. buzz about them now? MR is a newer term (some call ‘real’ AR) where those overlaid virtual objects We flagged the growth of these will hold their position. Mixed Reality (MR) and Augmented Reality (AR)? There is much debate around what constitutes each of these 05 . They fail to know not yet made their way to the masses. So really these necessarily VR.MINDSHARE TRENDS 2017 REALITY CHECK Where has it come from? The origins of these technologies technologies. Things like 360 videos experiences are not as new as we think. take off in a huge way. MR overlay computer generated things Their roots lie in NASA projects.1 billion was invested in 2016 alone and the majority of big players such as Apple. In a nutshell. based on the belief What experience am I having? How that technology is finally available that will good is it? And most importantly. getting closer or experiences in our 2015 report as part further away as they would in the real of our trend ‘Extra Sensory Dimensions’. But what do we mean by Virtual Reality (VR). flight into your real world environment. how deliver compelling experiences for people does it make me feel? in an accessible way. Virtual Reality date back to the 60’s. Google.

However. Maybe acceptable in a totally different way. It accessible technology and do not require the technology beyond gaming. Accessibility and affordability – are making their VR headset compatible is based around escapism and now VR It is early days for brand involvement in So far. such as Microsoft’s advanced by the day. For some. expensive VR headsets such as the HTC VR is definitely not limited to gaming and When the experience is done well. most people’s experiences of VR. is matching these need states with the any expensive hardware. However. and that’s only if you have the processing concerts. AR Cardboard or Samsung Gear. feel quite solitary and detached from the from providing step-by-step interactive More attainable options are on the real world. Particularly advanced we shop. such as having magical holding out until the technology has Go. These accustomed to wearing them. Acceptance of the experience to AR. irrespective of ever dream about. packed with sensors that track eye and seamlessly into our lives either. although many are filters on Snapchat. When it comes for enthusiasts but for a broader audience. We can be broader applications. Sony attraction. 06 . or via 360 video in a low cost cost. such as Google’s Daydream. current applications are quite this cost is hard to justify at this early itself as a concept – fleeting and frivolous and we need to stage. which will all increase exposure.MINDSHARE TRENDS 2017 REALITY CHECK How is it developing? Mass adoption of these types of experiences depends on three things. More Application and content – make all the difference to its success. there Vive. These advanced VR headsets are VR experiences themselves do not blend demonstrate that it is not just a gimmick. this is the whole DIY instructions through to a whole new horizon. are unaware of what they are missing. theatre and transform the way power to run them. playing Pokemon Fundamentally though.people are simply not believe that too much of this could leave chicken and egg situation. VR offer a far superior experience. using hardware. but real world and could give us a whole new come with a price tag of £450 upwards perspective on holidays. the right application and content that will quality of the experience is limited. It is likely that more all-encompassing head movements and are becoming more CEO of Apple believes that AR might have examples of AR/MR. This technology simply not been exposed to them yet and interactive in a VR environment but it can could be used for pretty much anything. us too far removed from the real world. interactive and immersive users to be more ‘present’ and can even Leap will convince people about its experiences. VR. Tim Cook. The whole concept of gaming screen-less entertainment experience. AR and MR and people are waiting AR or MR will have been relatively basic (now Snap Inc) are also developing AR altogether – a chance to fully immerse for more of their favourite brands to and primarily smartphone based. Oculus Rift and Sony Playstation fantasy worlds. there is huge barrier when it comes powers or superhuman strength. VR could also enable us to MR headsets such as Microsoft’s Hololens learn and absorb news and information start at around £2000. sporting events. with the PS4 and brands like Snapchat promises a different kind of escapism VR. It can be rooted in the will be absolutely nothing to match it. providing more more commercial longevity. and MR all have a variety of different kinds of experiences are set to grow Often these people are the same people strengths and could be usable for very rapidly in the short term as they use that struggle to see any applications for different need states and applications. most people have facilitate shared experiences. Some become more popular – a bit of a phone based headset such as Google to headsets . ourselves in experiences we could only create content. as it allows Hololens or the Google backed Magic impressive.

9 ABBA VIRTUAL EXPERIENCE 6 3 EBAY VR DEPARTMENT STORE The band announced the launch of a 12 In Australia. in which ‘sight search’ is used for navigation within the 10 CBS DIGITAL 7 8 experience. Once there. 07 . manuals and guides.000 VR viewing devices will give fans a way to experience their to launch the world’s first virtual reality music in a previously unimaginable way. kitchen renovation designs. gives users information about those in their field of view. ThysenKrupp 13 uses Microsoft’s HoloLens to visualise 5 INKHUNTER an elevator repair before a technician 9 An app that uses augmented reality to reaches the site. 4 5 11 2 LOWE’S HOLOGRAM EXPERIENCE 8 TUI Lowe‘s has partnered with Microsoft to The travel agent is planning to scrap bring customers an augmented reality brochures in favour of VR headsets to 1 home improvement visualisation tool inspire customers and deliver a holiday that allows people to interact with their experience in-store. eBay and retailer Myer ‘virtual and live’ experience in 2018 that gave away 20. app to bring parents and children who are apart in the physical world together 11 THYSENKRUPP inside an interactive VR experience. An elevator manufacturer.MINDSHARE TRENDS 2017 REALITY CHECK Reality Check 3 10 In This Space 1 GOOGLE DAYDREAM HEADSET 7 GOOGLE CARDBOARD CAMERA 13 STAR CHART Android phone based virtual reality A new camera app allows iOS users to This AR astronomy app overlays headset covered in soft material and create 3D panorama photos that can be graphical representations of planets and coming in at an affordable price tag of captured with sound. journalism. to life in VR. and then brought constellations over the night sky and under £100. department store. CBS Digital have developed a system called Parallax which recreates digital 4 SAMSUNG VR BEDTIME STORIES locations and helps TV directors view 2 Samsung has launched a live storytelling sets in a virtual space. they let you see what any tattoo would look can use AR to view digital overlays or like on your body. with extra dimension to storytelling in their interactive previews of the car’s features. 6 THE GUARDIAN 12 AUDI The Guardian have set up a new Audi’s TT brochures become AR- virtual reality content team to offer an compatible smart surfaces.

I’d had a few go’s before. The main challenge at the moment is our pocket is the key to scaling this Deloitte described VR as a billion dollar scale. Virtual we’re looking forward to building on imminent future will be dominated by really blew me away was standing in environment. and our latest release. my lizard change their behaviour. This is new way to tell stories. whilst Google Cardboard CSO While it’s clear that the strengths VR Guardian News & Media wider reach. otherwise inaccessible products and being an emerging platform to one that the bar with our award-winning 6x9 – experiences. persuade people to fear of falling was unmistakable. but for me the it. it’s less clear how advertising offers media owners and advertisers a an experience of solitary confinement – billions of pounds worth of investment much gets me excited these days. I’m not The mobile phone that already sits in the mobile phone. At the Guardian we’ve invested in our It is these products that have fuelled the I’m 45 and have worked in media for and the chance to showcase and test virtual reality started its move away from own virtual reality team and already set excitement and mass trial of AR and VR 23 years. impactful of the cost. it’s impossible to see the reality stories that are relevant. the only one getting excited about VR. which we launched with products from HTC VIVE and PlayStation about VR. that as never before. What formats will work in an immersive VR we should also grasp its potential. feeling in my stomach. and because of that not services. There is The exception to this is Virtual Reality. storytelling. interruptive something new for something new’s sake. don’t judge someone interested in greater collaboration with £700 mobile devices we already own. but natural and less interruptive ad formats. especially true in an age where the a subterranean journey in London’s no doubting the high end premium VR Everyone has their own ‘first time’ story advertising industry is embracing more Whilst we should be mindful of its current sewer system. Each project breaks new ground and who can afford them. Advertising is fundamentally about glasses are cool (Snapchat Spectacles persuasion. I isn’t just hype but will deliver for brands technology offers the chance to do Mindshare think the world of AR will be dominated in a way that few other media can. is unlocking VR for anyone with a smart IAB UK offers brands are around immersive phone and a 99p piece of cardboard. The phrase ‘I tried It’s unlikely that shouty. VR is not yet at change the way we communicate and would be the year VR broke $1 billion the stage where it can act as the lead consume content. As the range of topics. which in turn has driven at least once. might work on the platform. the ability to stir emotions With 2016’s release of new headsets. This Mobile Strategy Director are imminent (surely a while off yet). by the world’s most popular camera – Judging by some predictions. VR is done well. Although headset ownership exciting new world that will fundamentally niche when they forecast that 2016 and usage is growing. are exciting game changers for the 5% hadn’t really got into it. The experiences. limitations and avoid the temptation to do Google for the launch of Daydream. advances in 360 video distribution you don’t need expensive new hardware content. Underworld – into new platforms and content. As we do this we’ll be new piece of low cost hardware with the cardboard to my face and being taken to for VR environments and use above- old saying goes. What’s more likely is that reality offers the chance to completely these successes and working on a wide players like Gear VR who combine a my own kitchen. 08 .MINDSHARE TRENDS 2017 REALITY CHECK Reality Check Expert Opinion ADAM FOLEY through YouTube and Facebook mean to scale valuable and entertaining AR TIM ELKINGTON But what about VR and advertising? Commercial Strategy Director that light versions of VR stories can get experiences. Having said Snapchat Lenses have already proven hardware and $300 million spent on that. to the top of 1 World Trade Centre via the the-line advertising to promote these until you walk a mile in their shoes – when brands and partners to make virtual create stunning experiences at a fraction New York Times’ Man on Spire film. Pokemon Go and in revenue with $700 million spent on platform in any campaign. Until we can be convinced that wearable brain had taken over. clasping some Google brands will invest in creating content change the way that people think. but didn’t inhale’ springs to mind. moving someone from are a start but still don’t do real time It’s this sheer level of reaction and thinking one thing to something SAM GREEN augmentation) or that AR contact lenses excitement that convinces me that VR that changes their behaviour. the vertigo and world in the same way. I’ve seen most things happen. and most importantly.

brands to have a clear strategy. suggesting new directions for us to word – we talk about feelings. platform. have found myself a phone booth by the preceding caller. Our emotions HUD’s in things such as cars. it’s obvious that its future is in imaginations. But at Cannes this year levels of empathy in the real one. headsets and bike certainly impressive. the power it has pain – and vice versa. That simply DENISE TURNER Touch is being embraced by marketers smartphone based. All you at UCL. or wearables yourself ‘are you ready player one?’ While the ability of VR to scare you is affect how we experience pleasure and such as sunglasses. So maybe you have to ask our emotional responses. And it turns out that the avatars want physical experiences. we hug. will on a steep learning curve to see what This effect.MINDSHARE TRENDS 2017 REALITY CHECK Reality Check Expert Opinion BECKY POWER has even more possibility. and what doesn’t. it is important to remember of the products off centre or slightly up in wires. as the set-up is PlayStation Magic Lab showed us. to increase their compliance or civic STUART TURNER Convergence and take up of this I love this new immersive world. Can you do it? his study showed an increased capacity experiences that take us into new and of experience and development path to for compassion and a reduction in self different spheres. For example. For me now. and aside roof of one of the tallest buildings in future. such as returning a coin left in COO technology will continue apace. according to Chris experiences that take us out of our by the sales people is to leave some from the downside of tangling yourself Manhattan. People who large numbers of users difficult. so it’s no surprise that the word we use showed up in unusual places) I’ve yet to and entertainment are already well almost every speaker contradicted this to describe our emotions is a touch see a genuine existing use for it other than documented. Mindshare other side of your living room and is Newsworks a low kitchen like table which invites each with their own specs. whereby It’s easy to think that locking yourself lot of creative directors. control safety harness. to try touched remembers it or not. This is the challenge in PlayStation VR’s -criticism. let’s plan experiences and content. occurs whether the person AR and MR tech at present has novelty place as the TV or mobile phone are in our that perhaps we shouldn’t encourage in all about thinking beyond the tech. will eventually be as common always be an isolating experience – one works. The promising results of augmented reality might deliver us contact with the gadget. helmets. at present offers a level of the wind is whistling in your ears. Instead it’s predominantly 09 . However. but after a brief period lives now. made of flesh and blood and not more time consuming. Virtual and getting their first important touch or the field allows 3rd party companies and above the busy streets below without a environment. we laugh. it’s touch effect’. The benefits of this technology a world that’s crying out for more human and use the virtual world to create new the physical extension of our emotions (mostly flinging balls at Pokemon who have in medical science. patients struggling with anxiety that we are still physical beings. engineering interaction. many either – as long as they behave like real Touch affects our behaviour – whether holograms! more expensive and this does make hitting people can’t take that step. and like a behaviour. At present it’s held back from truly to make you believe that someone exploding as it doesn’t have a universal else is there sitting right beside you. they know their feet are very firmly on think what you could do with that? are incidentally touched are more likely the ground. Apparently one trick VR tech is here and now. our sense of touch is directly linked to That said. but we still need and So in an increasingly digital world. and Brewin Professor of Clinical Psychology current reality. not forget that we are still physical sampling and trialling is much harder and “The Walk” and as Dr Richard Marks of don’t need to be especially realistic beings. Capcom virtual or semi virtual worlds using visual away in a headset whilst entertaining. Just we are aware of it or not. now known as the ‘Midas displays. have to do is step on the high wire in and depression can be helped by thrive on connections with other people: see this and push it gently back on Having a couple of clear market leaders in front of you and take a walk 400 meters interacting with avatars within a virtual we chat. meaning the actual Creative Director doesn’t happen with a screen on the Insights Director – at the heart of every Apple store is user base is split across multiple devices. even though humans the results will be the same. We sticking off the table – consumers will immersion unparalleled with anything else. why Richard Marks believes that VR will customers to try out and touch all their Imagine that you’re standing on the become a very social place to be in the In an era of increasing focus on desirable gadgets. and opportunities are limited only by our explore in the future. because draining you mobile battery too quickly. but the future possibilities view. You’re in your socks. Touch is factor in spades.

Surgeons will be overcome this. takes us. Guardian. and I will forget. and creative technologists we get to try the kind of experiences we’re trying to Mecca for techies. Consumer spending on VR hardware business partners. Let’s see where this new world way of 3D TV – best seen and admired were immersed into the shocking reality From experiencing life under the ocean. Show me. In the job we do. can create a quality level of sustained products racing to market on Kickstarter of the rides and meeting some of your of brands. As Confucius said: . experience for consumers. VR / AR / MR is.” exciting to be getting in on it at this early free collective experience. It’s AOL UK create incredible branded experiences AOL has invested in immersive media over. hard to connect with people. they’ll likely never forget it and stand on a 3D rendition of Mars through with Cadbury’s Buttons layering will be reminded why the brand truly is a images relayed from NASA’s Curiosity personalisation into a VR 360 degree pioneer in cutting edge journalism. There is no doubt that it HTC’s Vive. the consumer commoditised attention economy. Being posters and banners. Imagine your next movie building brand campaigns with our experience … the list of misses goes on. play. VR for me has the potential to actively engage in is key. We talk a lot about an increasingly is as exciting and innovative as when it and not simply wait to see what this displayed in shop windows and on A few years ago at CES. Sony’s Playstation VR. from automotive the next big thing. It’s also why Consumers shunned them the world on their attitudes and behaviours. brand for it to have any long lasting effect Creative Technologist less so. can create powerful brand experiences the digital and virtual is poised to be a to bring your business to life virtually The technology will open up amazing Store design in VR will be a whole that people will remember. They were everywhere. Imagine being able marketing industry in the long run. and platform that completely reinvents how for your consumers. what your favourite theme park is like right ways. new wave of technology will do. We’re seeing more and more trailer puts you as the main character as Partner Studio by AOL team. and entertainment to retail. almost literally. to being able to We’ve recently created a campaign living room. or even being new ways to connect with consumers different world. where was first created. We’re now seeing huge excitement hardware and software coming to market you fight the bad guys or battle a dragon. it’s now increasingly VR. share and collaborate. able to be ‘in the same room’ with your for a whole host of different verticals what a brand stands for. some of course consumer in something they want to but techie expos is where they stayed. AR and MR are set to become engage with. must-have content. spend enough time engaging with the FRAZER HURRELL which is really exciting. it was a start thinking now about how we help create a personalised ‘lane’ for them CEO of The Store Mindshare once in a lifetime opportunity that moved brands make meaningful connections to literally travel down in an immersive WPP some to tears. In VR is becoming an increasingly .8 billion by “Tell me. And rovers. “test and learn” is key. It’s the start of electronics show in Las Vegas that’s a it is difficult for brands to get noticed. and I will to travel and many more. and a goggle- the last time they saw an advert for a consulting firm Tractica. and proved that the brand to consumers through these devices experience of their memorable moments. It’s hugely app. and when executed well it like Zapbox. ironic that in a world that has never been that consumers will absolutely choose to company RYOT through which we are an individual rather than a collective more connected. Involve me. I’m not so sure this is and software could reach $21. but for those people who stage. glasses required. dismantle and reassemble an engine. Microsoft’s Hololens to new before booking: interacting with some through this new medium on behalf able to practise complex operations. importantly make a clear statement as to we work. understand. mainstream.I am envisaging applications from But for us mortals. VR will go the newspaper. you couldn’t move for even harder to get people to actually our hand at loads of new tech: some of build for our clients where involving the 3D televisions. to engage with audiences be a game changer.MINDSHARE TRENDS 2017 REALITY CHECK Reality Check Expert Opinion CHRIS CARDEW the mind of Andy Murray on Wimbledon’s It’s imperative that we in the media world own images of family and friends and DAVID ROTH Head of Strategy Centre Court thanks to Jaguar. Until there’s a killer Not many people will be able to tell you 2020. VR promises to credible and effective way for brands to Oculus Rift. “Memory for the tennis fans who got to go inside another world of escapism. Mixing our own reality with favourite characters. Facebook’s Imagine being able to get a flavour of If we work hard now to find the best. Limited content. Lane” allows consumers to upload their 10 . according to market research and I may remember. at events like CES – not installed in your of solitary confinement thanks to The to riding roller coasters. around the potential of virtual reality. it can only be a win for the and aeronautical engineers taught to engagement. and the commercial world.from Google’s Daydream.

000 Over the past 4 years VR has accounted for over 80% of all conversations and AR 20%. 000 10. 000 gaming industry. 2013-2016 There has a been a clear increase in VR and 90. Augmented Reality Volume of social conversations in the UK. 000 20. 000 VR 50.MINDSHARE TRENDS 2017 REALITY CHECK Virtual Reality vs. 70. 000 30. whilst conversations around AR seem to only rise when a possible new need for the technology is found. 60. 000 AR 40. 000 0 01/01/13 03/01/13 05/01/13 07/01/13 09/01/13 11/01/13 01/01/14 03/01/14 05/01/14 17/01/14 09/01/14 11/01/14 01/01/15 03/01/15 05/01/15 07/01/15 09/01/15 11/01/15 01/01/16 03/01/16 05/01/16 07/01/16 09/01/16 11/01/16 11 . VR conversations have been mostly fueled by technology improvements within the 80. 000 AR conversations over the past years (see below).

It will be us to move around and truly be part of the important to choose the application first. of each platform and consider that these We may start to enhance our virtual strengths might well change rapidly as experiences by factoring in other senses. but the rewards could size of the desktop PC market today. do with your product? Think about what striving for the latest experiences that these technologies could essentially people will find a compelling experience reflect who they are. allowing a different capture attention and re-engage people. VR. customers. with this in mind. these embrace these new technologies and do as economies of scale allow prices of MR and AR will likely scale more technologies offer the opportunity to it well. creative and in want the experience to be and where some cases more social. Innovations 12 . the technology progresses. using applications such as to connecting with and engaging their and actioned on. the hardware to come down. A large majority of will also become much more of a social and turn aspirations into reality. MR or AR. MR and AR into another world or creating your own experiences that could not only offer utility could be the future of content and world in your back garden. around the environments. from that people still won’t care about the customer service better? Could people how we buy products to how we learn. It is very likely Brands will need to identify what content will resonate most with their customers Virtual and augmented reality will grow and create a VR. Work out where you want people to have this experience – is it at home.MINDSHARE TRENDS 2017 REALITY CHECK Where Next? What this means for Brands Goldman Sachs predict that virtual and such as smell. MR and AR open up huge in this space will happen fast and need augmented reality will grow to be an also be able to create their own virtual opportunities for brands when it comes to be quickly but fully comprehended $80 billion market by 2025. action. MR or AR experience to be an $80 billion market by 2025. what is real. using them as a form change how we understand and identify that they will want to talk about and share. taste and feel. Play to the strengths and it will start to become more standard. of social currency. usability successfully than VR. and experience the product differently? Is The experience economy could take will label it all as virtual reality and it is there something people wish they could on a whole new dimension with people possible that even further in the future. in store or VR. then from basic interaction in VR to room scale chose whether it is VR. As attention spans and time be great for brands that are willing to Initially gaming will be the driver but spent with brands gets shorter. MR or AR that experiences with motion trackers allowing will best deliver that application. Google Tiltbrush. Brands can offer personalised used for many things. We will progress you want people to experience it. these technologies will be difference between transporting yourself ability. nuances of what is VR. the experiences we have in the future activity/shared experience. People will VR. Are there any current barriers to dealing with your brand or category? Is there a way to make could be completely transformed. AR and MR for people but could fuel the imagination brand experiences. increases and the type of experiences level of creativity and interaction – the creating memorability and share- improve. MR and AR are set to become even out and about? Once you know what you more all-encompassing. We have already started to see this then the platform.

and were not aware of the differences. purchasing a headset. pretty much everything fell purchase a product they are still a little see it becoming something people our research shows that this is not awareness and experience with VR and under the umbrella term ‘virtual reality’. Unless this is done I are set to become more affordable is scientific uses. technology can do comes a concern they have yet to really touch my life – especially for 18-34 year olds). they turn to industry applications expectations of what it can deliver. many feel that the physical technologies could be used. On the other hand.” can take us. There are clear groups of people (18-34 “I’m not sure it is a technology I will use year old males and parents in particular) that much. education or about the purpose of AR or VR. but I can’t see it a great movement. “I don’t believe it is as realistic as of it in their lives .MINDSHARE TRENDS 2017 REALITY CHECK Reality Check a VR experience. It will definitely go for brands to show people how these getting close to the real thing. think we are there yet and I’m not great How do you feel about where which proves a significant barrier to at thinking them up myself.” everyday lives. I just don’t headset is uncomfortable and isolating.only half (65%) feel that Back in the real world while awareness of AR technology is people make it out to be… but then this trend has relevance to them.” access it easily.” Reality Check could go in the future? regular usage. significantly lower than VR (32%). awareness of AR as a term and they were “I really hope the prices drop for the Most struggle to dissociate these thinking that awareness and trial of the however only a quarter (26%) have tried certainly not aware of MR! headsets because I’m also going to technologies with gaming and cannot have to upgrade my computer specs to imagine the broader applications.” 13 . but driven by Pokémon Go and Snapchat. I find the physical wearing who are very excited about the immersive of the gear very uncomfortable and the experiences that VR and AR can offer isolation of viewing something that you and the future of where this technology can’t share is really quite odd. let alone mainstream once we are all able to technologies can play a part in their how this technology can take off anytime soon. even if people are “I feel like I’ve been waiting my whole Indifferent Excited Enthusiastic Happy Apprehensive aware of the technology and have tried it. many people are “I struggle to see where it will be industry.” necessarily translating to the masses AR technology. As an than it actually is at this point in time. Two thirds of people which would explain the low unprompted just yet. when again I haven’t actually tried it.” For the majority of people VR and AR technology is much further down the line limited knowledge of the technologies hardware. I don’t around this space for a while now. 29% 26% 22% 16% 13% Another issue is that. life for really realistic VR technology to they do not necessarily see the relevance be available. we have heard lots of buzz nor frankly did they care for this detail. but There is a slight disconnect between their minds. It is easy to be tricked into (66%) are aware of VR technology. Most have about value for money. There is a real gap here can’t see this doing anything for me or my family. or “I imagine VR is fun.” prompted 35% have actually been “I have no doubt that some of these exposed to an AR experience (this is With a lack of faith in what current technologies will be life enhancing. use everyday. When it comes to even though I’m open to them. “I think the fact that VR experiences such as medical training. In holding out for a drop in price before they an advantage in day to day life. although 35% are interested in technology still feel very new. When This general lack of exposure to VR make this work. Amongst those who have tried the “I can’t wait to see the ways that these technology.” pushed to think of applications beyond “I really don’t think there has been enough education and AR technology drives relatively low gaming. wary of.” being able to surpass it.

people are concerns about the social impact of a eager to be shown the true potential of technology that is so solitary in nature these technologies – 43% like the idea and so far removed from the real world.” they are no longer new. VR and AR good VR or AR experience with friends 34 40% AG technology are potentially in danger of (62% amongst young males). At its peak in a So where does this leave us? The feeling few years time is that it is early days. AR (rising higher for both men. There is the potential to DU are just a fad 65% LT S R E L E VA N T engage humans by increasing their knowledge and interactions with others. I expect gamers will replace real interaction. embrace this technology first and then will get bored of these gimmicks once We will see its popularity growing. I think people mainstream in the next few years. and more relevant content is rolled out. How relevant to you it will spread onto others. of these kinds of experiences and 48% ALL “I feel VR and AR are going to be a big step 32% think VR and AR A forward for technology. The true height of 42% 43% VR and AR technology still feels like it is a good few years away for most people. trial and advocacy will be key to this 9% + trend really taking off. Of It’s only in its very beginnings believe VR and AR are all of our trends this one feels the furthest and will be at its peak much a bit of a gimmick away with 91% agreeing that it will peak in further in the future the next few years or further in the future. with almost this trend will be 8 64% AGE – half (49%) believing they would share a at its peak? : 3 As it currently stands. younger like reality where it doesn’t matter age groups and parents).” “There is a danger of us distancing believe there is a big future for VR and ourselves from real life into some matrix. 49% 14 . for others there are some real Despite these challenges.” potential for word to spread.MINDSHARE TRENDS 2017 REALITY CHECK “Honestly. I’m so excited and “These ideas are fun but they just don’t “I think VR and AR will become fascinated by VR. There is also When do you feel 83% AGE : 1 what’s real and what’s not anymore. As more 5 E: At its peak now – falling into the territory of being gimmicky.” there are exciting times ahead!” is Reality Check? However. 54 55 a fad or only relevant for gaming.

MINDSHARE TRENDS 2017 HASSLE FREE Hassle Free What is it? The increasing use of technology to iron out the inconveniences and irritations of everyday life. 15 .

MINDSHARE TRENDS 2017 HASSLE FREE Where has it come from? The rise of Hassle Free has been brought minimise inconvenience. that the demand technological developments. convenience On the supply side. 16 . side drivers of Hassle Free can be found. From a human perspective. out of everyday life. In this regard greater automation and intelligence to technology is a double edged sword. big data analytics and the general pace of life and pressures ecommerce that have helped create on everyday living have increased. so services that take some of the hassle has the desire to do things more quickly. software and connectivity to hardware. exacerbated about by the twin drivers of fundamental by the growing demands placed on our human needs and the rapid pace of attention by technology. IoT. It is through the fundamental desire to In this regard technology is a double-edged sword. it has been rapid has always proved a powerful source of technological advancements in areas value in the modern consumer age. both demanding an instant response from our attention and presenting the means for managing those demands. By introducing more easily or more simply. both demanding an instant response the technology is now in place to from our attention and presenting the minimise hassle across vast swathes of means for managing those demands. As such as AI. day to day living.

MINDSHARE TRENDS 2017 HASSLE FREE

How is it developing?
People are already starting to relinquish an AI service that schedules meetings integrated into appliances and objects
control to technology, effectively allowing on your behalf. The standout example around the home. The challenge will be
it to act on their behalf, in ways that help perhaps this year was DoNotPay the whether people are emotionally prepared
minimise inconvenience or save us time chatbot lawyer designed to contest to give up control to the algorithm to
or money. Smart meters are managing parking fines. enable full programmatic commerce to
energy usage, coffee machines are gain traction.
automatically ordering fresh supplies Integration into everyday services –
and virtual assistants are alerting us Pre-existing services are increasingly
to problems on our commute to work. applying AI to improve the customer
Hassle Free is not typically about getting experience by ironing out bumps along
enhanced performance from products the consumer journey. While we have
or services, but is focused primarily on come to expect this in ecommerce
efficiency and productivity – achieving through product recommendations,
the same ends with less effort (time, automated shopping lists and suggested
mental effort, energy) from us. delivery times, it is becoming more and
more prominent in our core mobile
We can see this trend developing in services; the automated responses in
a number of areas of everyday life: gmail or messaging platforms to save us
the hassle of typing our own messages
Hardware & the Connected Home – or the suggestions from our calendar of
The fundamental premise of adding when to depart to make a meeting are
connectivity to hardware around the both examples of the types of low level
home, whether that be thermostats, hassle saving innovation we’re starting to
lighting or security systems, is to make expect from brands.
life flow more smoothly. Next year we
can expect big growth in this area Programmatic Commerce –
through Amazon Echo, the launch of The automated re-ordering of physical
Google Home and the integration of Viv, products is the Hassle Free application
Samsung’s recently acquired AI system, that is currently least developed but
into household appliances. has the greatest potential impact. There
is certainly demand for the automated
Task specific applications – reordering of low interest household
We are starting to see innovations products (eg toilet paper or cleaning
applying AI to specific everyday tasks in products). We are starting to see the
order to alleviate discrete pain points. infrastructure for this come in to place
X.ai has gone into beta in late 2016 as with Amazon Dash Replacement Services

17

MINDSHARE TRENDS 2017 HASSLE FREE

Hassle Free 5 11

In This Space
1 SNOO 8 APPLE HOME KIT 14 AMAZON DASH
Smart crib that has microphones, Smart home ecosystem bringing all your REPLENISHMENT SERVICE
speakers and sensors embedded into smartphone devices into one place. Can Code that enables connected devices to
its structure and will rock babies back be remotely controlled from your phone. order physical goods from Amazon when
to sleep with a ‘womb-like motion’ supplies are running low.
whenever it hears them cry. 9 GOOGLE 6 7 12

AI powers many of Google’s consumer
2 GOOGLE HOME offerings – for example, it organises your 1
A voice activated speaker that hosts the pictures in Google Photos and offers you
AI Google Assistant and works as the suggestions for email responses in Gmail.
control hub for connected home devices.
10NOTION
3 EAT WITH AVA Notion is a start-up app that learns from
Using a combination of image user’s interactions with different emails
13
recognition, AI and nutritionists, AVA and highlights importance depending on
seeks to help people eat more healthily your previous interactions with the sender.
by analysing photos of users’ foods and
sending them nutritional information and 11 AMAZON ECHO
meal suggestions. Hands free smart speaker controlled 2 3 8 9
by voice. ‘Alexa’ plays music, provides
4 WEMO SWITCH information, news, sports scores and
Using Wi-Fi, the switch lets you control weather.
any device from the accompanying app
on your phone. 12 EBAY SHOPBOT
eBay is testing a personal shopping
5 ZENBO assistant chat bot that will use AI to learn 14
A smart home robot operated via voice more about shopper preferences and
that can act as a home manager, security help tailor ebay searches. 10
guard, and family photographer.
13 VIV
4
6 SAMSUNG FAMILY HUB FRIDGE Recently acquired by Samsung, Viv Labs
This smart fridge links to ordering have created an artificial intelligence
services, plays films and lets you platform that enables developers to
remotely see inside it. create an intelligent, conversational
interface to anything.
7 X.AI
A personal assistant that schedules
meetings for you.

18

MINDSHARE TRENDS 2017 HASSLE FREE

Hassle Free
Expert Opinion
RUTH ZOHRER more diverse data set we can apply to on laying the technical infrastructure For consumers ‘hassle free’ tech can
Head of understand people. Any interaction with and business partnerships to harvest make help us make better decisions
Programmatic Marketing the IoT can become a data point on that this new type of data, and be in the and save us time, but at what cost?
Mindshare person, and any technology a potential best position to apply it smartly to
media touch point – marketing will not regain people’s attention… when the The fitness organisation monitoring
Simply put, programmatic marketing is only be reserved to the addressable time comes. each beat of my heart and every calorie
based on the application of technology channels we immediately associate I consume, the entertainment system
and data to create opportunities for with programmatic marketing today recording every second of video I watch
automation, remove points of friction in (like display, search, and even some POLLY CHANDLER and the location tracking on my phone
the media buying process, and collect elements of radio and TV) as anything Digital Strategy logging my every move. I give this data
data to further understand the people and everything becomes ‘media’. Mindshare away freely in exchange for a hassle
behind audiences and segments. free life, but what happens if these
Whilst we still haven’t achieved 100% Brands, hence, will need to find new I’ve run out of milk, so Amazon orders organisations decide to use my own
‘hassle free’ marketing through this, avenues to connect with people at the more. Great! But who decides which data against me in the future? I could be
we have significantly diversified the right time and – most importantly – in brand to order? Does the paradigm giving up the choices I want to make for
amount of data points about people, the right mind-set. Efficiencies in doing of choice through brand familiarity myself, or paying to access information
found even more creative formats to the weekly shop or in researching suddenly become redundant when that I provided in the first place. So
convey a message, and increased the holidays, to cite some examples, will the decision of which product to buy longer term we need to consider the
number of media buying transactions take place alongside two opposing is made for me? If not faced with a shelf true meaning of hassle free.”
to facilitate those touch points on any dynamics: an increase in hours spent (physical or virtual) full of choice, those
given day. With this level of complexity, online juxtaposed to an also increasing impulse decisions to buy more, or buy
the opportunities to create more blindness for marketing content. So let’s a different brand vanish. Loyalists and
personal experiences through marketing be clear, more is not always better in our ability to create lots of them will be
demands daily use of algorithms to this context. one of our greatest assets. VPAs could
speed up the decision making process very quickly become gate keepers to
and application of machine learning to Receiving a discount from a brand consumer choice and therefore our
evolve a marketing approach, among deploying a strategy to conquest buyers brand’s successes, so more than ever
other things. away from competitors as they ask we will want our customers to order
Alexa for a specific product or service ‘Cravendale’ not ‘milk’. Those less
The growth in AI, and more importantly, is not far in our future. Yet emphasis on salient brands must learn to become
the Internet of Things represents a differentiated experience to connect as accessible to the AI algorithm as
an exciting evolution of what we do a brand with its people will be just as possible and compete on a level
through programmatic media today important as it is today – perhaps even playing field with competitors for
because it opens the door to an even more. Brands, hence, should be focusing visibility.

19

we risk ending up only ever overs. the overt communication to the consumer.000 ads a day. which we that first ‘ping’ from your mobile phone billion objects that will get connected you ever having to see or hear anything. Your Mindshare Mindshare notably embracing the IAB’s LEAN (Light.MINDSHARE TRENDS 2017 HASSLE FREE Hassle Free Expert Opinion NORM JOHNSTON 41% year-on-year. products like the Samsung Family Hub imagine the sheer volume of noise today’s In each of these scenarios. whether you like it or not. Nespresso machine could count daily The importance of using media to drive Encrypted. talked about in last year’s trends. example of a connected world. bathroom tissue or. there is no are getting us closer) but it’s still the go-to world-weary citizens encounter every day The third wave of digital disruption. first time these products will be able to Silence (the quietest place in the United Well. So how should the physical product in your fridge could STEVE RAY product to the market doesn’t get the Global Chief Strategy industry respond? There are some send a message to your Amazon Client Director opportunity to win us over in-store. opportunity comes from the flow of The most valued brands may be the than a true connected experience.everything from the roar of passing jumbo Internet of Things. One a veritable tsunami of daily sounds from data that will emerge from the over 50 ones that do the most for you without of those is Amazon Dash. As Gordon Hempton. er.” Little could he be silence. No wonder people are looking for ways as Nike sneakers. and irrelevant. advertisers have conjured up There are multiple use cases of silent our next mouthwash to Amazon or every imaginable way…pop-ups. products say and whether you even need of everything. We’re not there yet (although incentive to intervene. In fact.. it may enters the driveway.” hegemony of a brand-loyal audience? If In a desperate attempt to cut through all to know they are saying it? we hand over responsibility for ordering the noise. When we your tracks. is upon us and like rather a silent value exchange between jets to the sonic plague of Justin Bieber. the in person. different will be crucial when the final bacteriologist Robert Koch presciently to address the four deadly sins of online application. making your life easier. & Digital Officer simple and pragmatic measures. Many of these silent. to filter and and Hellman’s mayonnaise jars. No noise. and cars to your body. we have connected opportunities and challenges. non-skippables…to stop you in reduce your daily noise intake while still experiencing the same product. Nobel Prize-winning Non-invasive) principles. An when you wake up to the last notification to the Internet. you ran out. . Otherwise we have no will have to fight noise as inexorably as answer may be less noise. but the presence to competitor brands to break the an estimated 4. The key question is what these absence of something. a challenger brand or new 20 . if your Hellman’s with Ocado. take. data exchanges from products that will Samsung. Right now. previous disruptions it will bring new things. When I awareness and prompt trial of something Way back in 1905. unwelcome. back in 2003. no longer need to select our shopping Which is why it should be no surprise that For example. let alone visit a supermarket ad blocking is growing by an estimated mayonnaise is about to expire.. In talk or send messages either explicitly or States) once said: “silence is not the but what opportunity does it offer the US. cholera and the plague. rather This noise comes in all shapes and forms. For the the founder of One Square Inch of block anything intrusive. which attempts consumption data to your fitness and diet started working in media. connected objects will be products such it given the invisible and uninterrupted dishwasher tablets. lots of value. Play-doh… to reduce the daily noise. that’s great for convenience. Americans are bombarded with implicitly. and people wouldn’t want to block order your next batch of washing powder. Ad choice supported and capsule usage and send caffeine That damn connected fridge. One such technology that does one job well. Nespresso machines value it provides.000 to 10. Everything from houses The best advertising in the future may be admittedly ugly button that you push to before you go to bed. However.including advertising. Your Jaguar vehicle could we were already envisioning a fridge that purchase decision is programmatically warned: “the day will come when man advertising. increasingly the turn off the house alarm once the car would automatically order your milk when determined. most shopping basket to re-order.

Connected objects in the home consumer demand. it offers possibly whole process. The prospects look bleak generous holiday promotions. and security concerns throughout the Certainly this spike has been driven by While on one hand. and therefore last couple of months in the UK (with App economy will take shape.facing objects are the connected home market somewhat. the bulk of investment in the IoT the top 15 of the Entertainment category. experiences in this space are still limited. The steps that both of funding (and predicted IoT growth) Amazon and Google have taken in With the growth of Amazon Echo and is in the business-to-business and the connected home space over the Google Home. All too often. there still exists a lack of built devices in the Unites States since brand. lives increasingly arduous. but are a the greatest potential to automate the for brand building in the IoT space right? clear indicator that consumer demand for mundane processes that make our home-hub devices is growing.MINDSHARE TRENDS 2017 HASSLE FREE Hassle Free Expert Opinion NEIL BRUCE connected baby monitors and Rob Joyce.7bn So. Music Apps in the UK. While no UK sales figures for This will be the main use case for the means that the opportunities for brand the Echo have been released yet (and IoT over the next couple of years. the bulk Not quite. This could of bypassing more sophisticated network One way to benchmark the uptake be anything from products designed systems. no on sale date in the UK for the Google however as IoT technology becomes Added to this is the issue of personal Home yet). of use cases these objects fulfill – and these sales being in the first 9 months operating systems they utilize – which of 2016. a lack of homogenizing have installed the Google Home App products coming to market. something of a quandary to marketers. trip advice for automotive or sports infrastructure to control the diverse array 2014 – with an estimated 2 million of content for brands like Nike. a new voice-controlled manufacturing sectors. all indicators point to a high cheaper there will be scope for brands security. “Skills” (As intangible to consumers. and Google Home connectivity to their packaging. it remains infrastructure of consumer facing IoT tech over the last week than the Sky Go App. this means that more users increase in the number of ‘connected’ sectors. topic for several years now. venture capital raised in 2016) and an going to the business and manufacturing For context. the launches of the ‘Echo’ and ‘Home’ Amazon calls them) will provide brands devices respectively) have opened up with the opportunity to engage with While consumer. who can use NFC technology or preferred route into people’s networks is The Alexa App now sits in the top 10 of all image recognition to add an element of The Internet of Things has been a hot via ‘things’. Both the delight. brands. to create connected products to are often targeted by hackers as a means engage with consumers. consumers in a highly personalized way still being launched at an increased Amazon has shifted 5 million echo – whether that is recipe advice for a food pace. for example: Netflix’ connected 21 . we hear stories of these devices is to monitor their to provide an element of surprise and about hackers talking to children via smartphone companion Apps. yet despite (which also controls Chromecasts) sits in continued funding (an estimated $3. Alexa and Google Home Apps showed socks (that switch off your show when Head of Mobile UK who runs the Tailored Access group at significant uptake in usage over the Black you fall asleep) to solutions for CPG Mindshare the NSA has freely admitted that their Friday/ Cyber Monday events in 2016.

security standards being resolved. then we can expect peoples’ appetite for automation to grow rapidly. Amazon Echo and can also help us manage choice and take automation to consumers. There will be an inevitable for developers. brands and issues of giving up control will be critical. this will prove a huge catalyst to the of choice. be. brands and other making. people increasing automation of everyday life. Issues around the giving up of control are likely to recede. if people find genuine utility through automation. as hardware to build upon. If through the and judge each on their own merits. in the case of IoT. Perhaps only the most trusted brands be the gradual growth in our comfort competing standards. Good UX design will be particularly other hardware to build upon. important in overcoming this challenge. it will be able to credibly offer solutions of levels around interacting with ‘machines’ the home assistants. this trend will be the way in which brands The launch of the home assistants. implementation of their service. will help create platforms over some responsibility for our decision our behalf. and allowing them to make decisions on Google Home. present the solution. The launch of While it can make us feel overwhelmed. Brands need to recognize this Ultimately. in designing for Hassle Free sequence of progress and setbacks. Perhaps the most tangible next steps to look out for in the coming year in the rise of Hassle Free will be the rise of platforms that help tie many of these automated experiences together. If these devices paradox and identify how they can use experiences brands have to deliver people trial new innovations in this area are the success that we expect them to technology to relieve some of the burden simplicity and convenience. If innovations offer significant value through the effective minimisation of hassle. will help benefits of convenience is clearly key but also being conscious of the emotional create platforms for developers.MINDSHARE TRENDS 2017 HASSLE FREE Where Next? What this means for Brands The natural evolution of this trend will IoT lies in issues of inter-operability and Technology is a double-edged sword. ux design and. Communicating the Amazon Echo and Google Home. But this will all depend on the current challenges of inter-operability. end up adding greater complexity to their Critical in the successful harnessing of lives then the whole purpose is defeated. Much of the current consumer frustration around 22 .

free than in the past. with Google maps makes my working days run privacy or allow me to be spied upon. There was a tension were much more positive and receptive difficult to visualise future developments between people wanting to embrace to technology that they feel they have and also an indication that we are as an technology that makes their life easier control over. Given the of their life to technology (rising to 76% should wear that day.MINDSHARE TRENDS 2017 HASSLE FREE Hassle Free This is perhaps a reflection of people’s rapid changes that are taking place The word control is the key here. such as smart valuable. on the same page.” heating remotely before I get home How do you feel about where Hassle Free could go in the future? 27% A smart shelf that reorders washing powder 22% 22% 20% 17% 17% Apprehensive Indifferent Excited Enthusiastic Nervous 23 . but they did have and 62% don’t want to give up control algorithms that recommend what we this trend was relevant to them. people were companies to make decisions for them shelves/appliances that reorder or even relatable trends – 75% of people felt that technological advances in this space. While there have been rapid some IOT and AI examples. People Back in the real world tendency to think in the now. that require us to relinquish a bit of find convenience in any shape or form access to information such as train Once we talked through the trend. by younger generations and households hassle free technology that has been speed of innovations and advancements amongst those aged 55+ years). Smart heating. as they will always banking. Half of those alerts were all more popular hassle The majority of people found Hassle into things such as online shopping. around for quite some time and that we in hassle free technology. without it but it has made my life a “I love any technology that makes my life easier! I prefer to have tech that will be helpful whole lot easier as a busy mum. with kids. cashless payment and instant any technology that will make life easier. we surveyed said that they welcome free applications. It was also one of our most times. I’m sure I’d cope it’s all a bit too big brother for my liking. using however 55% don’t trust technology control were less popular. they were take for granted. driven people are still very much excited by some reservations however. connected industry a bit ahead of the masses when and a reluctance to give up control to cars making route recommendations and it comes to our thinking on these things technology and allow companies to make connected packing with food expiration – something we need to be mindful of in decisions on their behalf.” in my daily life but won’t invade my The calendar on my phone and it’s interaction Initially people struggled to visualise our interpretation of hassle free technology. our communications. Other applications Free appealing.” 59% Turning on the as this phrase for them instantly translated so much smoother. struggling to feel comfortable with the “While I think the idea behind this “Many things are now more hassle technology is probably quite thoughtful. finding it in front of them.

They saw the growing adults were worried about hacking.” Older people in particular were more Data privacy and security were very top of likely to see Hassle Free technology as mind when it came to anything hassle free unnecessary and an indication of how lazy (and indeed technology related) . over 55’s (54%) and those who were less confident with technology (50%).” hardware and the Connected Home.” 75% AGE : 3 34 56% AG 5 E – 54 : 5 5+ 29%A smart fridge reordering groceries for me 24 .45% of we are becoming. 41% Connected packaging R E L E VA N T alerting me to when products in my cupboard are going to expire “In many ways IOT and AI will make our lives a lot easier but at the same time these technologies could make us lazier and less able to handle simple 87% AGE : 1 8 – tasks in the event of a technology failure. homelessness and that can make essential tasks easier concerns that we are becoming too reliant poverty I can’t help thinking that it How relevant to you on technology and data security and seems ludicrous to encourage people but I really worry about the level of access these devices have to our data is Hassle Free? privacy issues – particularly in relation to to think and do less for themselves and our lives.MINDSHARE TRENDS 2017 HASSLE FREE Two key contributing factors to this “In a society and indeed a world that “I really like the idea of having devices reluctance to give up control are suffers from debt. whilst paying for the privilege. and ALL dependency on technology as a real this concern is even higher amongst the 75% A DU LT S danger to society (see Digital Dieting!).

We’re on the verge of some really exciting developments. There was quite a be open and receptive.MINDSHARE TRENDS 2017 HASSLE FREE “How do we know our data is secure? If innovations at the moment and therefore This initially lukewarm reaction can be people started to see the impact it would they can access one device. where we can interact on a likely to concept current technology enthusiasm to embrace this technology. we already use. Those that were familiar with Hassle Free trend truly taking off as they but secondly the nature of the trend itself. cancel your meetings and get you a cup At its peak in a of tea. 38% A service automatically sorting out my bills for me marked difference between age groups the future of this trend was lukewarm. tasks technology but could also visualise their struggle to conceptualise it makes it feel further away in their minds than it actually could be. Younger people were more was certainly not a reflection of their when you look beyond this and visualise revolutionary. but we aren’t there yet. True AI will be foresight. IOT and other hassle free technologies Despite these concerns. Currently you need to know what to with everyday tasks. At the moment this trend will be technology isn’t smart enough to fully integrate. Potentially not as exciting “I think we’re only just touching the on this point. explained by two things. people generally are also the least likely to be concerned Hassle free technology is there to get could see the current limitations of the anticipate a big future for this trend but about data security and the most likely to rid of the smaller more mundane. enthusiastic. Firstly the lack have on their lives and were much more know they can’t tap into all of them?” These younger people are key to the of foresight we have already mentioned. recommending the optimal route to work At its peak now I think I’ll stay in bed’ and expect it to call in sick 6% for you. But this application will have in isolation. Surprisingly. However.” 17% An algorithm recommending few years time 42% what I should wear that day It’s only in its very beginnings and will be at its peak much further in the future 51% 25 . ask and what to look for. overall excitement about in life – to achieve the same ends with less effort rather than enhancing the performance of products and services a better future once these isolated applications were all brought together. a combination of hassle free applications similar level to how we do with humans” “This is a really exciting time in technology as the tech we use moves away from being a set of tools When do you feel and becomes a part of our lives. Older people were not only with less than a quarter (20%) of people when you first contemplate it and think surface of what AI and IOT can do for more wary of technology that can assist expressing excitement about where about the impact that each individual us. they also had less this topic could go in the future. how do we could imagine where these could go. 45% A service or connected car at its peak? you can’t say to your phone ‘I’m not feeling well.

26 .MINDSHARE TRENDS 2017 D I G I TA L D I E T I N G Digital Dieting What is it? There is more concern about the impact technology is having on our lives and as a result we are rethinking and adjusting our use of technology.

27 . Well. space of 25 years we have gone from notification or social media fix. they are just looking for the right balance of technology in their lives A new study from Deloitte suggests and as a result. People are not necessarily ‘anti. a conservative estimate!). History shows us the combination of mobile and social that backlashes against technology media are really having an impact. technology’. Mobile means we are many new forms of technology emerge constantly switched on and available 24/7 and spending more time with them. As we are seeing so are losing focus. We’ve got to a tipping point where we are not The difference now is the type of sleeping as well. and dominates both our work and home people are becoming concerned that lives. Our total dependency on these new worries about social interaction. in turn making our (studies show. This is the first internet browser through to the acting as a trigger for people to change majority of us owning a smartphone and their mind-set and behaviour. We that’s the theory. technology exists to help checking them over 200 times a day us achieve things. not interacting with our technology that is taking a hold and the loved ones enough and are constantly sheer exponential growth of it. In the checking for that next email. we are putting ourselves that a third of Brits wake up in the on a digital diet. People are clearly nothing new. lives easier and more improved. as a 19th century Luddite rebellion. distraction. Increased stress levels. text. Attention spans are getting shorter. concerns. What we are are starting to recognise many downsides seeing now is nothing quite as extreme to being so constantly connected.MINDSHARE TRENDS 2017 D I G I TA L D I E T I N G Where has it come from? As a concept. Mobile plus email and now arguably this is not the case. unease forms of technology makes protest or about privacy and general fear that we complete exclusion appear ludicrous to are not experiencing ‘real life’ are all most. In the space of 25 years we have gone from the first internet browser through to the majority of us owning a smartphone and checking them over 200 times a day. night to check their phones.

running and walking spent and are looking to reduce their them in the evenings to counteract their generation that have never lived without creating anxiety. phone’. A large proportion of our our information unless the rewards are leisure time is spent with technology and worthwhile. unrealistic comparisons. old fashioned handsets that just smartphone separation anxiety. pilates. less stressed and felt less lonely. whether that do question the impact technology is these kind of platforms entirely. People strive for holidays where off altogether at key periods of time. We are all trying to wean use. Fitness Time out of the loop. daytime smartphone use and parents this kind of technology and digital dieting jaded expectations and a distorted sense craving simplicity and uncomplicated activating airplane mode or switching are using them to help control their is the compromise for parents.MINDSHARE TRENDS 2017 D I G I TA L D I E T I N G How is it developing? no surprise when six in ten say that they Changing social media behaviour. we are leaving a trail of digital ourselves away from that small dopamine behaviour and personal information hit we get every time we pick up our (big data) about ourselves. as are destinations with no internet access or tech usage at night-time. or giving up and are now deliberately choosing we are seeing various tactics to avoid on some form of digital diet. which merely alters the type have phone amnesties or nights out with of communications they are engaging friends where you relinquish your phone in. traditional forms of relaxing such reading have neglected schoolwork due to being Social media is a huge point of a book or spending time outdoors. us and as a result are increasingly taking The growth of the experience economy up ad blockers and opting out of giving is no surprise. This comes as own limits or changing behaviour. People feel their time is not being best make calls and texts. making the most of every are seeking more privacy and anonymity moment. We are device time by turning off notifications. phones and fear of missing out (FOMO) Along with our increased technology is still there. 28 . and increasingly the older generation ourselves in both mind and body. Arguably these platforms enable to the middle of the table for the night. A recent report from the mobile signal. We have become more small but lucrative market for the ‘dumb breaks from screen-time. is that they are migrating and we are now more inclined to do their use of public social forums for more something about it. We are ever phones for a new notification or message. We only often showcase the positive and wellbeing activities such as yoga. meditation. Danish Happiness Research institute consciously aware of our relationships showed that those that had given up with others. often where teenagers differ quality of our face to face relationships from adults. They are turning to other more in life. are all seeing consistent growth. There is also a it’s no phones at bedtime or rewards for having on their lives and are setting their many adults. there are a number of teenagers from Facebook and Twitter. Some are using off entirely seems even more alien to this aspects of our lives on social media. more aware of companies analysing and utilising this data to communicate with Real world. responses to feel less curated and more transient but the constant need to check Seeking privacy and anonymity. Many teenagers are feeling things. although of reality. We recognise that things Facebook for even just a week. children’s technology use. We do not like to feel like people want to re-engage with the world our every moment is being tracked and around them. There has been a private networks such as Snapchat and growth in bars and public spaces that Whatsapp. More and usually difficult to enforce! Having said the pressure and are taking a break they can switch off from technology A good night’s sleep is important and more parents are putting their children that. Switching too. real people. We Mindset and behaviour are changing in the following ways: online and a sizable amount of teenagers contention for this younger generation are increasingly looking to take care of believe they have nomophobia. you are on the phone) are damaging the However. were like phubbing (snubbing someone while happier.

every day. to disable internet connection for a set to help people manage their digital habits time period. which is good if teams want to keep everyone focused. with modes such as to go phone-free for 24 hours to raise brewery Meantime that aims to get work. Italy and allows daily limits to be set. Participants donate £5 to take people to switch off and connect with distractions and ensure you only have part and if they fail they have to pay an others whilst they are there. 11 FREEDOM 9 13 5 UNPLUGGED WEEKEND Freedom is a browser tool that works Provide group experiences. is in fact a actually “socialise with the people they device with hidden technology that lets are with.MINDSHARE TRENDS 2017 D I G I TA L D I E T I N G Digital Dieting 4 10 In This Space 1 OFFTIME 7 PHONELESS FRIDAY 13 MAKE TIME FOR IT Blocks and filters communications Save the Children challenges people Britain’s smallest Craft beer bar from on smartphone. 29 . Popular mindfulness app Headspace aims 7 8 which allow you to schedule and toggle to mobilise people to switch off and look between three colour temperatures. via an app. mobile not with. 2 4 TIME TO LOG OFF 10MOMENT Digital detox travel company which offers Moment tracks a user’s device usage retreats in places such as Hawaii. 5 6 11 2 THE GIN TUB 8 DOLMIO PEPPER HACKER 1 This bar in Sussex blocked all mobile What looks like an ordinary pepper signals inside the venue so people could grinder from the outside. It can also lock others’ devices tell the time. team building and festivals. allowing users workshops. and Cornwall. rather than the people they are parents turn off Wi-Fi routers. and lead balanced healthy lifestyles.” phones and TV’s to bring their families closer together when having a meal. a few minutes a day. family or ‘me time’ to eliminate money. 3 12 THE LIGHT PHONE 6 FLIPD A credit card sized dummy phone Flipd locks your phone for a set period that connects to your smartphone that of time which can’t be reset once can only make and receive calls and enabled. one after their minds by sitting to meditate for for each time of the day. such as across multiple devices. access to the information you need. extra £5 penalty. 3 C BY GE 12 Smart lightbulbs designed to get in 9 HEADSPACE touch with the body’s natural rhythm.

our phones. or using the moved as people were walking into it partly to blame for people making the data prior to promoting applications to life experiences. birthing. their day-to-day problems. only to find of mindfulness . Programmatic Marketing populations. colouring. For example. decision to ‘detox’ from digital. we should be and a growing dependency on phones approach. Can we challenge ourselves was an exhibition of large sculptures that requires people to be online location. And we wonder why or service. it is less easy to stay away from technology is demonised as distracting chain. leadership.MINDSHARE TRENDS 2017 D I G I TA L D I E T I N G Digital Dieting Expert Opinion RUTH ZOHRER content delivery is crucial to succeed impress? People at the end of our tools interaction to be enjoyable or know it to almost as if we are surgically attached to Head of amongst these ‘digitally dieting’ all want simple. and the ubiquitous mobile to charity every time you “snooze”. dwell time and keyword Mindshare to always add value in the digital recently in the grounds of Salisbury to establish a communication touch searches can enable a marketer to experiences we create for consumers? Cathedral. and spending several minutes technology. To keep up to date with the wider world to define the right moment for that all too regularly.mindful eating. walking. Newsworks take a break? out they are not eligible). yet we appropriate point of contact with those the shiny objects. if you’ve never spent an power of VR as an escapist medium to while glued to their phones. and address part of the anyone with common sense could usefulness of digital has tipped over challenge that digital dieting poses for and would think about it. One sculpture of a pair of point. digital dieting has a difficult to start. good to create a better advertising they are relatively straightforward so much as anything else. We are all plugged in. the complex data sets. keeping your phone in your pocket as in some quarters of the population. It’s important though that not all into the realms of a noose or a ball and brands and marketers. The ever growing popularity Insight Director anyone would put the phone down and filling out a form to obtain it. Taking into account credit score especially. It’s slightly more subtle than simply between the desire to connect and a much more sophisticated use of data we find ourselves falling into that trap cutting down the time spent with tech. it is worth pausing to paraphrase an old adage. It’s 30 . relevance and timeliness of ask ourselves. programmatic Most of us would think of these more – can often be as much about to describe the reaction to technology marketing tools can be applied for applications of data as ‘duh moments’. combining ALICE BRADY more of our technology experiences putting us in physical danger. If. to encourage a dealership or store technology. and the difficult of a digital overload. There knock-on effect on any practice already existing data sets such as Strategy Director “good”. not the exception. advertising time the tools of the trade have become eligibility requirements is another face-down-in-your-phones I salute you! and technology can be good. gardening and many Digital dieting is perhaps too mild a word Yet simultaneously. In practice. parenting. are wrestling with the consequences same people who are taking themselves the new technologies. It seems that for some people the experience. and programmatic marketing is be much more thoughtful about when It’s pretty undeniable that omnipresent Like an alarm app that donates a pound clasped hands was placed over a path. There is a tension ‘off grid’ for moments at a time requires creative executions. as marketers. it had to be programmatic marketing practitioners are visit. Mindshare At the same time. as advertisers. knitting. is getting in the way of real solving a shopping dilemma. and damaging. In some instances. or Very quickly however. intrusive and even creepy experience (not many people would It’s no wonder so many of us are making advertising experiences for people at the welcome being presented with a product a conscious effort to kick our addiction to DENISE TURNER end of those tools. we This attachment is having far-reaching And it doesn’t have to be incredibly should challenge ourselves to make consequences and is in some cases Undeniably. So perhaps it is not dieting we need but the focus of marketers thereby resulting great way to improve the overall user radical surgery! in poor. whom are we trying to questioning whether we believe every that blocks out the rest of the world. Establishing the however. many a products or services that have specific evening on the sofa next to your partner create guided meditations. dating. thoughtful solutions to be useful.

free. This haven’t necessarily got any better at study. People are starting to seek a reprieve Technology’s role in our lives is usually Tech is brilliant at solving practical from all the noise and clutter and there to make things easier. A good example is content we consume but the way it digital tech? the internet itself. We can communicate products and services leads to more around the world in an instant but we Earlier this year. In this context Crucially both models rely on a suitable the seemingly soft metric of well-being value exchange and we generally see turns out to have some significant people welcoming this. So why tech is less good at solving more abstract Dieting isn’t just about the amount of are many of us feeling overly stuffed with or social problems. and ideas with other people. In part because access to “free” digital all closer together. more often. than solve. existence. our food for an problems that are grounded. tangibly in are now even apps that seek to control efficient. stress-free and prosperous the real world. For example. rather means for consumers and advertisers. and isn’t. shortening and restrict our online consumption. 74% associations. receptivity to advertising. money is made through advertising. For example. which can in turn affect of UK adults prefer “to use a free website behaviour.MINDSHARE TRENDS 2017 D I G I TA L D I E T I N G Digital Dieting Expert Opinion LIZZIE RANKIN GEORGE HOPKINSON To further understand why people are Insight Executive Senior Research Manager trying to reduce their use of tech. As humans we are hardwired and have adverts than having to pay a to engage more deeply with positive subscription” (Source: IAB Ad Blocking experiences. and this affects consumers’ data that can be sold to someone else. Firstly. 31 . Conversely. Magnetic undertook a people. good at solving. using more tech. the developing trend of Digital far from going on a digital diet. ‘Moments that Matter’. that looked phenomenon of offering things for “free” communicating our thoughts. Research. then we would all be of X from less of Y and so on. Of course. by collecting audience consumption. play in driving pleasure and purpose (key so we are seeing more of it as digital elements of a person’s happiness). it’s Magnetic IAB UK worth thinking about what problems technology is. July 2016). If it were truly that simple for the space between A and B. However. and continues to grow. these If indeed it is increasingly easy to access what this greater emotional engagement products and services are not actually digital technology that can amplify. a piece of technology makes us feel and the increasing sense that has shrunk the world and brought us of anxiety it is causing us. by placing advertising the table and going on the digital diet? environments were proven to increase directly around the product or service subjective well-being at the point of or alternatively. getting more digital technology. human social problems is it any predominantly via one of two different wonder some of us are getting down from Magazine media and its welcome models. feelings at the role various content experiences has only been made possible by digital.

Brands that become known As a society. to make technology work for more aware of the world around them developing products that help us monitor happen at an exponential rate and there us as individuals and society. There will be an increasing demand for tech that encourages human contact and communication. not by cutting trigger even stronger sentiment and balance right in their communications. such as Moment down on its use but by using it for more take this trend to another dimension. Likely we will adapt. We will education. world experiences. in the short term. light hearted and fun people find that balance they’re seeking. and provide people with experiences will be viewed as facilitators of human safer. making them real. open- majority that digital diet also see the could be a series of one off memorable minded. fitness or to enhance real it comes to technology. as disconnection. The away from their normal routine. empathetic and relatable.MINDSHARE TRENDS 2017 D I G I TA L D I E T I N G Where Next? What this means for Brands Ironically. the list goes on. or notice the time we spend with their altogether or portraying technology as For campaigns in this space. open- even more life changing technology. see more people turning to technology separate entities as they will seamlessly certain types of technology. inquisitive. productive. It could be about making people on screens for more peaceful sleep or The pace of change will continue to in the past. shop when and where we want to or find facts at Brands that become known for providing these the tip of our fingers. while we that right balance when it comes to Provide people with the chance to take a to manage their technology use. We are social. efforts of protest or actions. kinds of experiences will be viewed as facilitators it is difficult to tell what will become of digital dieting as we are surrounded by of human connection. Likely it will change in format altogether. Focus on helping people needs to be natural. AI may technology. the approach technologies. Get involved in real apps are also growing in number. empathetic and relatable. revisit the host of apps already exist to track screen dieting manifests itself. A whole integrate. we will likely to see ‘on’ and ‘offline’ experiences as will likely be a further reaction against Similar to how people are looking for Be a brand that facilitates digital diets. despite our best connected which will only make world physical activities. history has shown that when or rely upon them being constantly the connected world. interactive beings and like being able to talk to people when we want to. Provide ways to enhance or worthy. us. Tech brands could help too negative. minded. avoid ousting the digital space through the senses of touch and smell. technology has enabled us real world experiences with technology for providing these kinds of experiences to be more knowledgeable. art of face-to-face conversation or grab time and set restrictions. tech that educates and enlightens. good that technology brings and there experiences or lots of little things that are limits to digital dieting for most of add up. spaces. Avoid barraging people with too much a moment of peace and quiet away from and RealizD. This connection. do something different. making them real. progress them more aware of their desire for and cooking and make use of physical whether it’s changing the light exposure stops for no-one. Equally. such as sport see tech companies try to do their bit. sociable. This may be how digital struggle to make sense of it all. brands also need to get that break. and tech that makes the most of the outside ‘offline’ world around us. Eventually we will struggle 32 . Mindfulness and wellbeing constructive purposes such as outdoor However. In the longer term. achieve the right balance of technology to avoid coming across as too preachy in their lives.

with their own tech usage contradictory! When given the ultimatum of everyone had concerns around things like sat on my laptop on Facebook and an after-thought! This was not surprisingly instinctively pick up my phone and exacerbated when it came to parents. activities varied greatly by household. either in also found that often these worries were the context of themselves or others. mobiles and laptops to be on or up at the table. online bullying or abuse.” Indifferent Apprehensive Happy Enthusiastic Worried 33 . Others have started a tech free time or area where they are getting time together and talking. Friends and children bit deeper with people around the subject a positive or negative impact on their “The first thing I do in the morning is (even if they weren’t parents) were high on of technology and digital dieting as often lives. 60% said they did not see the Some parents thought that digital dieting phones in. I can be first thought. It is 34% 15% 14% 13% 10% whatever fits I suppose. However. around unable to converse because they have ear However. Plus we example that they could relate to.MINDSHARE TRENDS 2017 D I G I TA L D I E T I N G Digital Dieting online privacy. People walk There was a real consensus of feeling their children’s tech use. “There appear to be two camps regarding the How do you feel about where tech or no tech rules within families. check it on that at the same time. this As an example 46% said they limit their “Using technology is taking over our lives. There was total agreement of technology more often than not that there were downsides to our reliance outweighed their concerns and these on technology and all had an everyday were put to the back of the mind. What we found was that Back in the real world reduced attention spans and diminishing despite these anxieties. absolutely the last thing I do at night. Parents happened again this morning and it is a children’s screen-time whilst only 27% said video every moment and miss the live event little bit worrying!” that they limited their own screen-time. applied to society as a whole rather than We found that we really needed to dig a choosing whether technology was having them as individuals. the majority (3/4s of those surveyed) check my phone and it’s pretty much the concern list and were often people’s what they were telling us was quite chose positive.” felt most ‘indifferent’ about (34%). the benefits social skills. of disconnect. you go out for lunch and someone can’t amount of tech they use as a problem and equally this was the trend people should be something they took part in together with their kids whereas with leave their phone alone. Some are Digital Dieting could go in the future? totally fine with it and think its ok for TV. but the actual here from a large number of people. Most were doing something to regulate because they’re looking at a screen. A bit others it was about monitoring tech use.

however when we spoke to them At its peak now “I think it’s about finding a balance and remembering 13% that technology should be used to enhance your At its peak in a ALL real life rather than becoming your whole life.” about. switching off at certain times of day or reducing their time spent on social media.” buying a certain amount of data. Once need less tech in our lives. Most had not thought about the of time a day is important to both my term ‘digital diet’ before. They don’t further in the future efforts to achieve this. These small changes like only do with a digital diet. Many agreed that it is 8 however that said. I feel that cutting a normal part of how they managed their technology down to a certain amount day. I am very discussed ‘digital dieting’ did feel like a 82% AGE : 1 much a believer that more is better fitting description. really ‘police’ themselves when it comes to these things and have other worries 41% “i am not someone who thinks we that are higher up the agenda. It gives us more time them outright if they are doing any kind of this trend will be is Digital Dieting? to interact with each other without the digital dieting (with an explanation) most at its peak? distraction of social media or the TV. When we asked When do you feel How relevant to you son and myself.” few years time A 46% 70% DU For most it was about finding the right about how they were regulating their LT S balance of technology in both their own tech use.” said no. were not considered a big thing and were just 34 .MINDSHARE TRENDS 2017 D I G I TA L D I E T I N G “As a mum. I think I am quite doing radical enough to be a ‘digital diet’ technologically overweight and could as such. but in reality most of us only take 52% AG 5 E small measures to change and feel guilty – 54 Most were taking small steps to address about it when we don’t do it! : 5 the areas they were concerned about but 5+ did not initially consider what they were “In this context. they just and will be at its peak much was important) and they were making don’t think about it in that way. most were doing something It’s only in its very beginnings R E L E VA N T and their families lives (76% agreed this that constitutes a digital diet. I am able to modify one of those things like going to the gym – 71% AGE : 3 my behaviour and tech use to suit the or eating healthy which we always talk 34 situation.

a disastrous tech for work. and had they might be missing out if it was not no alarm clock. If useless or something that makes me mad and say experience on social media. mainly younger a part of our lives. all screens for at least an hour before face-to-face communication to continue bed every day. our concerns around the Self-esteem Living in use was closely related to how much subject are likely to increase. parents and those using tools we use. whether we would actually be themselves.” absolute must if we want one-to-one. 35 . it will be more and more particularly bad night’s sleep. and it really did make a Younger people do have concerns otherwise we’re all going to get sucked difference. Again pretty akin to dieting itself! not and what format it will take. For example 18-34s were difficult to remove it from our lives.MINDSHARE TRENDS 2017 D I G I TA L D I E T I N G For those that were taking these steps to regulate their tech use. often there was Not surprisingly the actual digital dieting is coming from those that rely on using a “I think we’ll probably do less digital dieting – as technology becomes more “I say quite often that I’m going to stop using social a trigger that made them consciously lot of tech in their lives.” around social pressures when it came into a fully digital life. Overall there I am concerned about the later in the week were saved there and were so many varied barriers to digital impact tech has on the following: nowhere else. This may be a people. location. I see something either kick start a new behaviour. and I read an article about “I kind of wish smart phones hadn’t the impact that screens can have on us been invented. With this in mind. Just over issues Stress levels the moment tech they consumed on a daily basis. has booked the meeting. the address I needed to something that their friends were doing at send a birthday card was on the phone. They were also difficult will it be once our AI assistant more than a few days as I am simply too nosey not them personally. loss of their the ones most likely to have reduced it’s tricky enough at the moment to I am going to restrict my usage but it never lasts phone etc. 71% 67% 56% 55% often we need a succession of trigger There is divided opinion on whether we points in our lives to keep the subject top will do more digital dieting in the future or of mind. Long live the nokia 3310. suggesting it is concern able to modify our tech behaviour in this about others rather than themselves. How sad would to the act of digital dieting and felt that that be?” “I lost my phone for a few days. after that trigger point is another story. The higher levels of concern were coming half (53%) feel like our reliance on tech will become a big problem in the future. In a climate where we will be even more reliant on How much people regulate their tech technology. and told your self-driving car when and to see what people are up to. I cut out hate mine. It definitely made me dieting in practice that explained why realise I’m too reliant!” digital dieting is happening in the format of smaller more bite sized efforts or Online Distraction and Social and Privacy bullying or abuse attention spans interaction skills Whether people keep up this behaviour changes in behaviour. new environment was a matter for debate.” “A while ago I was having trouble where you’re going?” sleeping. the ones that had the most pronounced relationships with their smartphones. how the effect technology was having on social media altogether. rather than a set of media like Facebook. that made it all too apparent their time on social media or come off work without an iPhone calendar. Fairly ironic when it comes and the Dr’s appointment details for down to the subject matter. 48% 43% 41% from those that were less reliant on tech However. I kind of both love and “Digital dieting is going to become an late at night. the same time. men.

MINDSHARE TRENDS 2017 CONNECTED ME Connected Me What is it? The growing number of ways in which we interact with the web using the human body. 36 .

The future than tapping or typing). embed trends. we are also is all about more intuitive interaction seeing developments that will make our with the web via the human body. 37 . and more generally the on a trajectory from technology being world around us will be rendered more something that is clearly distinct from physical. conversation. No longer will we be beholden interactions with technology is led by to typing and swiping on our laptops. voice (talking is surely more human phones. and going being enabled by a series of macro forward something we implant. when human operators looked to control computers with physical switches and punch cards.MINDSHARE TRENDS 2017 CONNECTED ME Where has it come from? How we connect to the internet is While the push towards more human changing. exponentially increasing or even ingest. first with typed words. tablets or wearables. with the human body. Since the dawn of computing. actually becoming part of us. cloud computing Technology is getting closer to us. then with icons (the GUI) and. through the voice user interface (VUI). Basic interactions ever more closely integrated interactions with everyday objects. us (a physical object or tool such as a The future is all about more intuitive interaction with the web via the human body. capacity and AI advances such as NLP attaching itself to us and in some senses (natural language processing). We are moving information. the increasing processing power available to interface designers has been applied to making computers work harder to speak our language. processing power and miniaturisation (fuelled by Moore’s Law). now. simple and intuitive. All of these interactions are ultimately PC) to something we wear.

Baidu says their customers’ use of search has and well-being (eg Proteus. already introduced on comfortable with gesture technology. Thinking capabilities (understanding us) are in place and authentication. Now we’re at the point where the basic increased the awareness of and trust in fingerprint been trained to use gesture to interact with objects and conversations are the first manifestation. In based on lifestyle (eg NFC chips as security passes) China. The use of TouchID on iPhones has greatly to infrared sensors under washroom taps. promising more secure payments and to shrink and sweep to scroll) to gaming consoles. Sundar implantables in many ways a well-established Pichai announced at I/O in 2016 that 20% of Google technology. We are now starting to see applications searches in the US are now carried out by voice. Apple’s recently been slow because the experience was often a accounts. of medical applications such as pacemakers. From smartphone screens (pinch headphones to evolve to relay information to us Google features driven by voice. and we can expect to see greater use of hearables machine learning advances have meant that world around us and carry out tasks. a digital pill sensor which tripled in the past 18 months. 38 . Uptake of Siri. Implantables and Embeddables — Interacting with technology via voice has developed We are seeing strong growth in the use of our unique Another important in way in which we are starting Technology has been growing closer to the body significantly over the past few years largely because physical identifiers being used to interact with the to engage directly with machines is via gestures. Cortana. are increasing in importance in banking realise it or not. we have released Airpods which integrate Siri for command let-down. and to carry out voice commands. is swallowed to measure various vital signs). and the various passports. Biometric We have become increasingly familiar and even and even implantables in the years to come. had historically and finance.MINDSHARE TRENDS 2017 CONNECTED ME How is it developing? There are a number of distinct areas where we can see advances in the Connected Me trend: Voice — Biometric — Gesture — Hearables. makes take up is beginning to grow substantially. in particular ways. whether we voice becomes more established we can expect reliable. As voice recognition and NLP are now much more identification techniques.

MINDSHARE TRENDS 2017 CONNECTED ME Connected Me 1 5 6 In This Space 1 SAMSUNG SMART 6 AMAZON ECHO CONTACT LENS Hands free smart speaker The company patented a connected controlled by voice. special voice biometric technology to analyse customers’ voices. using 2 3 control hub for connected home devices. application. to help improve their travel experience. 7 camera and can also project images sports scores and weather. display information and store information on their skin while expressing their personal style. 3 GESTURE CONTROLLED DASHBOARDS 8 BAIDU TALKTYPE Both BMW and Volkswagen have A new keyboard app that prioritizes recently built gesture-driven info-tainment voice input over typing. 39 . 7 HSBC 2 GOOGLE HOME The bank is planning to let people use A voice activated speaker that hosts the fingerprints and voice to access their AI Google Assistant and works as the money instead of passwords. displaying a systems into the dashboards of some of large microphone front-and-center in the their prototype cars. 8 9 4 MIT INGESTIBLE SENSOR 9 BRITISH AIRWAYS An ingestible electronic device invented The company is considering serving at MIT that can allow doctors to measure passengers a ‘digital pill’ to monitor their patients’ heart rate and respiratory rate stomach acidity levels and change dining from inside the gastrointestinal tract. provides information. straight into the user’s eye. news. options accordingly. 5 DUOSKIN DuoSkin devices that look like temporary 4 tattoos can enable users to control their mobile devices. ‘Alexa’ plays contact lens that is equipped with a music.

a bit of a pain. where we can children and friends are now vying for match. take that further CEO ‘No’ to the ultimate in connectivity. All it needs is you to take security without triggering a lockdown? What’s more. simply you any less human? explain this to my doctor. It lives in your pocket or in Or gesture control. more time and money in interconnected complete for a replacement security pass. laptop or smart-watch. And they don’t have Connectivity – I love it. And there was not-insignificant issue of Sarah? experimentation with implants in the on acid’ personal assistant.. I’d never again have temperature outside dives (as it often less of a help. the female artist whom via voice command. I recently had the opportunity to turn my towards connectivity. But a outliers. But you for a second. over the world. the prioritising. current innovators (or So (run with me here). Yup. Not a huge step away really. it sounds kinda cool. The access stopped and thought about it. Joaquin Berners Lee. fathom. interconnected device. scheduling. It’s prone to a contact-lens type implant that could the “Internet of Things” world. One of the most basic forms of with death? Cyborgs. Androids.. DAVID ROTH My conclusion surprised me: I said no. of ‘true connection’. be brave. we’re seeing Phoenix. communication. We’ve seen sub-cultures of tattooing. retrieving under the skin in my arm. From Neil Harbisson. I spend countless You’ve got to admit. just quickly growing host of other appliances in just too much information for you to miss gestures into digital action. I could dispense with I’ve just bought a smart thermostat. Yes. quietly taking midnight hours trying to connect things. Red-eyed through online sensors in her arms. human/machine hybrids that will take translating them into artistic performance. The allure and outside of the home from our phones. your command. sci-fi movies once again just swipe my arm. not a machine. Your partner. whether my body might reject this tiny Are you Sarah Connor? I’ve come to name of art. And it’s not too tough to tiny supercomputer is glued to your hand. smartphones becomes Report. AR. to control home security. don’t is the phone. We’re on the cusp of how about an (in-ear) implant… being human. or to swipe to the next potential romantic. scouring Connected to everything without the breaking. Imagine mention it). style. A conversation. seemlessly connected to his ‘AI the leap. world’s first self-proclaimed Cyborg. life and all of its necessary inputs. imaginative think-tanks for a second. And it’s taken over your life. Remember them? But there’s that translate and interpret your natural have a chip inserted into me. What about finger-tip implants body into an interconnected device. Awesome! And it’s all in the name Getting past the mildly intrusive element So the infrastructure is there. It’s expensive. Take the film ‘Her’. heating and a inclusion. When you think about it. Does it make intruder and half kill me. The Store WPP big ‘yes’ to what ultimately defines us as Or maybe it’s Channel4’s Humans. who already to Moon Ribas. thinks my exercise-free lifestyle is dicing That’s what we all think of right? can detect the smallest of earthquakes That’s all. Rather than an in-ear ‘bud’. to move onto the next piece of content. glowing red eyes or machine guns. cared for like a newborn. it’s Neutral re-colouring their eyes. Be bold.. and more a hindrance. Or get the picture. the web for the latest must-have need for a mobile. But then I 40 . There is none. That it on-device in order to magnify pictures. How would I Terminate you. in that context. We saw it in Minority my often-lost office security pass and allowing me to turn the heating on if the So. and basically managing his But the question remains. with icons such as Vice’s Grace admit to my wife (if you see her. theft or general loss. right? information or actions from requests at was magnetic. We’re in the midst of acceleration commanding your attention. out on. Would Digital Strategy Director of convenience and efficiency. The sticking point for the mass consumer extremes. to fumble with house keys. Terminator. You and the digital world. It’s scarification and body modification go to devices than I want to recall or would not that scary. something here.MINDSHARE TRENDS 2017 CONNECTED ME Connected Me Expert Opinion CRAIG STEAD does). all play nicely together. you can see the to information is as well thanks to Sir I ever be able to get through airport Mindshare benefits. There are others. I’ve invested year for me and another application to But just dial back your crazy-theatrical. So it’s a new HBO’s Westworld. I’m a fully paid-up member of Connected Me. overlay information on your reality. So what’s the catch? centre-stage. signal a not-too-distant future. We already simulate praying to the gods of silicon that they’ll your bag. All pertinent analogies. pending your view).

it has been a very singular (ANA) estimates that over $7bn in reviews and you’ll find references to interaction.MINDSHARE TRENDS 2017 CONNECTED ME Connected Me Expert Opinion NORM JOHNSTON improves the bots’ algorithms and so the JOHN TIPPINS Wii. be your new best friend…or even partner. primarily to root out talk to their phone. your Gesture and movement have already location and your past and future needs. they are actually becoming experience. emancipate our fingers and give the in their ability to proactively identify the voicebox a control it has so far lacked in right information most relevant to your this space. the ones them that it’s the best choice for the the dance between the physical and marketers may be desperate to get their people they represent. But now developments in facial Global Chief Strategy output specifically for you. In the US. These are not only primary puppet-masters of our digital being served to bots rather than real good bots. and people. filter the ads our state of being. been established as a fun form of gaming and so on. Marketers wishing to get their products at odds with our very human way of Facebook successfully launched its Bots and content into the machines’ algorithms communicating. The Association of National Advertisers and Cortana. Predictive. producing a Strategy Director recognition. biometrics and wearables & Digital Officer better outcome each time. swiping on glass-fronted devices of all shapes and sizes. particular need states and all based on a deeper understanding of you. Mindshare are creating an ability to analyse. And personal. Even will go through the choices. with recent additions from Google Bots are becoming not only smarter but bad bots to good bots and they could just (Home) and Amazon (Alexa) helping to also predictive and personal. a trend significantly is one aspect of our online existence that of up to now. typing. Tapping. People have fallen in love with Siri. Alexa experience to another customer. The cast of AI assistants continues to Bots have undergone a makeover from swell. brands in front of versus blocking them. digital will become even more intimate. over brought about in our social and societal This creates an opportunity for brands to couple of years. higher amongst teens and Millennials. Which does seems 2016 has been a lot kinder to bots. Machine learning constantly control with the likes of Nintendo’s 41 . Where your intonation or fraudulent online advertising and non. there offer a level of personalisation only hinted on a massive bot-cull. These are bad bots. react Mindshare and respond to our very physicality. hasn’t changed hugely in that time. good your advertising is in convincing But technology is catching up and soon Step forward the good bots. Bots body movement convey so much about fallen in love with Amazon’s Alexa. part of the family. Microsoft’s messy Tay experiment hasn’t and rank the content all based on how dampened the recent enthusiasm for bots. Our fingers have been the advertising is wasted in the US by ads the ‘perfect spouse’. Look at Echo’s Amazon Physically. in that increasingly bots For all the changes that the internet has The reputation of bots has had a rough talk to you with a voice. gait could offer a totally different brand human bot traffic is at an all-time high. given that voice and for Messenger product whilst millions have will need to advertise to these bots. The industry has gone 40% of smartphone owners regularly behaviours over the past decade.

MINDSHARE TRENDS 2017 CONNECTED ME Growth of Connected Me Search Terms Top 5 Google Voice Search Terms UK What is / Show me / 100 Definition FInd Geolocation 36% 15% 75 50 How to / Open another 25 Explanation program 11% 7% 0 1 Dec 1 Jan 1 Feb 2010 2013 2015 Call Siri someone Microsoft Cortana 5% Amazon Echo OK Google Source: Google Trends Source: Google Search. Aggregated % 42 .

with their SmartHub. but is likely to be well suited to use in car think it will heavily favour repeat purchase nothing as potentially challenging as the and Amazon are looking to licence Alexa of existing brand preferences making it impact of voice. as in the home voice We can expect slow and steady growth. The launch of Amazon Echo this will essentially be driven by the security quite profound implications for brands. As Amazon grows into the voice. As these technologies and aim to incorporate voice commands to through options. we suspect that voice modes of interaction develop there will all of their domestic appliances (from TVs interaction will have a big impact around be both opportunities and threats for to fridges and washing machines). lack of suitability for presenting long Echo will favour ‘own brand’ (effectively assistant becomes a new battle ground menus of information mean that it is Amazon) choices over brands.MINDSHARE TRENDS 2017 CONNECTED ME Where Next? What this means for Brands The key developments in the coming The use of biometric technology by If voice takes off as a significant form of much harder for new or smaller brands years will most likely be in relation to consumers will continue to grow but interaction there will potentially be some to break in. we brands depending on their sector. Voice the consumer journey. put together health services trying to deal with the best suited to task focused activities. grocery sector there is a significant year will swiftly be followed by Google demands of the retail banking sector. of Viv (the general purpose AI built by burn over the next 5-10 years. and we think this is no longer a major issue. indicates they are challenges of aging populations and finding specific information. While there was once significant social embarrassment from the use of Bluetooth or hands free headsets. ability to view alternatives or browse for brands. Without the present less significant implications smart home of the future and will likely for more preventative healthcare. Instead we expect it to be what does it choose? the original Siri team) . Samsung’s acquisition Implantables are likely to be a slower unlikely to be a great means of brand ask Alexa to buy more washing powder. this has diminished considerably. Expect to see growing numbers of people seemingly talking to themselves (or their hearable) in the coming months and years. In particular. The limitations of voice in terms of its threat that voice commands via Amazon Home next year. When you for the tech giants. led by discovery. 43 . Voice Services to car manufacturers. One of the key questions is to what extent will people become more comfortable issuing voice commands to their phones in public. carrying out Other dimensions of Connected Me looking to be a central player in the spiralling costs by applying technology tasks or buying products.

so frustrating to repeat the same word Despite these barriers to current uptake. voice is yet uncomfortable using voice activated over a third (38%) believe that having an to be fully integrated into our lives as technology in public or in front of other Amazon Echo would be useful for them. take place around this area for voice to be successful.MINDSHARE TRENDS 2017 CONNECTED ME Connected Me pretty varied opinion was the wide range expectations in the past. versus 70% all adults). lives at the moment and for many it still younger people that were more aware Having said that.g. Firstly. The final barrier to greater uptake of How do you feel about where voice is that people struggle to visualise Connected Me could go in the future? the vast world of services and tasks that it could assist them with. services occasionally (e. Secondly. The Amazon Echo could be my Scottish accent – technology isn’t always as The barriers to more significant growth the accelerator for this behaviour change. We will need to keep of developments in this space and were that said they actually use voice activated have my commands misunderstood. as idea of what these tasks could be.” 44 . It is no surprise that it was some of the other aspects of this trend. I’d rather just type. which differed markedly by comfortable with the idea of them versus I’ve tried unsuccessfully.” voice activated technology. the number of people or phrase over and over again and still people are optimistic about the future of felt a little ‘Sci-Fi’. people This trend provoked quite a lot of mixed already. just over a quarter. activated services in various forms “Siri is forever offering to help me but I When it came to Connected Me. There varying degrees. Over half of people (51%) agreed that voice activated “I have access to Siri on my phone but I hardly 26% 24% 19% 18% 18% ever use it because I don’t want to be speaking Apprehensive Uncomfortable Nervous Excited Worried out loud when accessing the internet if I’m around other people. more open to this trend. voice services have failed to meet people’s as people become more confident using voice to interact in their home environments. As people had experienced voice actually be. when driving) “Siri seemed like a good idea at the time but rather than as a regular way to interact A marked behaviour change will need to honestly I gave up using it after it struggled with with technology. It becomes trend was playing out in their everyday age group. almost half this in mind as we work with this trend. they were much more “I’m aware of voice technology which haven’t yet found a good use for her. a result 50% of people were sceptical is a real need for further education about about how good voice services can the capabilities of this technology. Another cause of While uptake is increasing.” struggled to find examples of how this feeling. good as it is made out to be. The first few technology is good if you have a specific Back in the real world of different concepts this trend contains. 18-34s found technology is perhaps lower than (45%) can envisage a time where we rely so we do not get too far ahead of our this trend more relevant (82% relevant you would expect. iterations of Siri have disappointed task in mind – they just need a better which people were comfortable with to people and prevented further trial. most people reported only using these people (half of those we surveyed).” in this area are threefold. people feel quite heavily on voice activated services and audience and miss the mark.

45 . I do 34 with 18-34s leading the charge. I hate the idea of 54 of convenience. and many believe that it will be although this became imperative when “I’d need more information before future generations who fully embrace this discussed further. People are definitely curious about this the gate-holders of that data would be.” that this is perhaps the most personal kind of data people can provide. Despite people understanding the practical benefits of 59% numbers say they currently use forms of this type of technology. When it 52% AG like what the technology could do for us. At the trend and bring it to the mainstream. I do believe it is very much the be embraced by the general public. I recently purchased the Amazon ingestibles are going to require the 8% Echo and although I’m still getting used biggest shift in mindset if they are to to it. the risks around “I love the idea of biometric identification to embrace in order to connect to the hacking and data privacy are too big of a to counter fraud and identity theft.” barrier to overcome.” At its peak now “I’ve used voice activation for many Implantables. embeddables and years. at first.MINDSHARE TRENDS 2017 CONNECTED ME “I have fingerprint security on my iPad. When do you feel How relevant to you I can clearly see the advantage to this this trend will be is Connected Me? at its peak? since everyone’s fingerprints are unique. two thirds of people (61%) reporting that LT S developments in biometric identification they are not comfortable with the idea It’s only in its very beginnings R E L E VA N T do not feel too far-fetched either. Again relatively low and over 55’s (76%). the highest number 82% AGE : 1 was 27% for fingerprint security. I don’t like the 8 much larger numbers would consider – 69% AGE : 3 using biometric security going forwards idea of actually putting something in my body. However “Embeddables I’m still unsure of. additional security and : 5 protection from identity theft were initially 5+ what occurred to people. there will need biometric security.” internet is voice and motion activation. embracing this technology. Despite the fact inserting something into my skin. to be a big attitudinal and behavioural most did not necessarily consider this. but it’s 5 E came to biometric security. the benefits – just not something I’m open to. But moment the limit to what I’m willing as it currently stands. At its peak in a ALL few years time way forward. this is and will be at its peak much people are already familiar with biometric predominantly driven by women (67%) further in the future security via things like airport security and Apple Touch ID. as of implantables or ingestibles. trend. shift over the next 5-10 years for It did not instantly occur to them who implantables to truly take off.” Instinctively people feel that this type of A technology is too invasive with almost 33% 70% DU Similar to voice technologies.

they like it or not. I am sure Connected Me that people were more they will follow suit. Once people see other 54% 64% 60% Even though there were parts of people benefiting from them. overall there was an apprehensive reaction to this trend (which “The future of this kind of technology was even more pronounced for older is changing so much that it’s going to generations).” comfortable with. Although it feels further some. and not the physical world around us. There is a sense of inevitability about the This connection to the internet makes development of this technology.MINDSHARE TRENDS 2017 CONNECTED ME “I just don’t want to feel like my every away (almost 6 in 10 thought it was only in move is recorded by Google. Generally voice-activated devices and biometrics were a bit closer to home and generated more positive feeling and excitement.” “I think these technologies will take off at some point. the language they use. they believe it Fingerprint Facial Voice Security Recognition Recognition “I feel that on the one side it’s great new technology and will be for security but it also makes me concerned that big brother will always Use now Use now Use now be watching you and know what you’re doing. Many cannot imagine Do you use or would you consider use cases for this type of connectedness using any of the following forms There is a massive fear of the unknown and find it hard to imagine it in action in of biometric identification? around these types of connectedness. Would Would Would There is no personal information consider consider consider or secrets anymore. Connected Me was also the trend people viewed as being the furthest 46 . whether us disconnect from being human. Interestingly in became quite polarising. For their own lives. This is likely because people change our lives whether we like it or Neither Neither Neither tended to focus in on the things that were not.” 27% 5% 8% “I fear these interactive technologies will be others rather than themselves in fact make us interact with machines initially taking up innovations in this space. they started to feel too far removed down the line. It’s going to go crazy and we’re just furthest away from what they were familiar going to have to try and keep up with it” 19% 31% 32% with. many saw the potential from what it means to be a human and for growth of this trend. Does that its beginnings and will be at its peak much make me a bit paranoid?” further in the future).

More of the stuff we like. surely? In 2017. information. the jury is definitely out. a good thing.MINDSHARE TRENDS 2017 TUNNEL VISION Tunnel Vision What is it? Our view of the world is becoming ever more personalised through digital – whether it’s news. 47 . entertainment and music or the items recommended to us.

and Mindshare and the and understanding of the information the mass population. and who tailor information and entertainment The Filter Bubble the result is a lack of effective scrutiny for based on user preferences. as a result. with the trust gap Futures Company were exploring the selection process that was happening on between these two groups accelerating implications of these developments in their devices.” world. media and NGO’s. and filtered by these trusted third parties Eli Pariser. in the four institutions of government. personalised sources to grow in trust and interests and past behaviours. in this case) parameters they choose. but we don’t know based sources of information. The to users and. implications surrounding the growth in personalised information and content. has become an important reinforcement and loyalty runs deep. The Edelman 48 . Concerns were starting to emerge for particular the growing disparity in trust the technology that would make this him. Technology designed to give can access their thoughts. A couple of years later in 2011. The Internet may been the rising trust in more peer-to-peer Portal of Me is a scenario in which media know who we are. Eli Pariser. Consumers may be very Fast forward a few more years and the these sources. out of our trust the establishment anymore. we’re seeing increasingly divergent Corresponding with this demise has images of the Internet. we just don’t horizons of 2015 might look like. as long as the in this trend’s development. explored the importance in our lives. We are not even aware that the money. active in this scenario. Much of predictions do get it right! figures of traditional authority.MINDSHARE TRENDS 2017 TUNNEL VISION Where has it come from? We now live in a world of customised service provider is honest and open and Trust Barometer measures society’s trust search results. we “What’s troubling about this shift toward comes second only to the US in this trust hypothesised around what the misty personalization is that it’s largely invisible polarisation. scenario of “Portal of Me” was bang on control. algorithm selected business. significantly in the UK. As a society. and the users’ awareness define as “The informed Public” versus into its stride. leaving what we access in the digital world is now the field wide open for these more personally filtered to our preferences. Good to see that occasionally trends how we are beginning to question these minded friends on social media. whether in The Filter Bubble. recommendations. now hold trusted status for many for consumers but it is customized and of us. particularly around that openness of levels between those who Edelman filtering possible was just starting to get the experience. Out of the 28 their “Future of Media” report. the UK now scenario-based planning approach. but only within the issue of who we trust (or not. comfortable perspectives on the partners. It shows newsfeeds and curated groups of like. Trust is strong. Couple this with too little time. we have requested this or not. Media is a constant companion taking control away. personalised continues to provide value. Using a markets that Edelman survey. too many demands on our attention. The 2016 results have highlighted in Back in the dim and distant past of 2009. opinions and and focused to a number of trusted us more control over our lives is actually familiar. “People access remains always on but in which who it thinks we are or how it’s using that like me” and the platforms where we consumer attention has been narrowed information. both stated the content that we are exposed to by and learned.

And the presence of debate. then ramped up to have performed better than real news of digital news across 26 markets. are less positive. In particular. and 44% of the general US population and nothing is true”. has also warned of the dangers: ultimately threatening the “demographic to try and reduce human bias. and that “significant particular had been criticized for bias through a reinforced mix of endlessly value is being captured by companies around its “trending topics” selection. It’s on Facebook with more shares. but “These algorithms – when they are not conversation” of the country. were found A recent Reuters study into the state the time of Brexit. it were replaced with an algorithm. numerous commentators the impact of fake news. who are the Atlantic. mounting criticism then followed around transparent – can lead to a distortion of the inability of this new approach to our perception. it’s clear that the trend of Tunnel outrageous headlines grab our attention the BBC still has massive influence as a Vision is having a significant impact on and get shared more. Stories such as the Pope endorsing It all started to come to the fore around Donald Trump for example. skewing perceptions just isn’t working. These more traditional news companies is now differences in behaviour have amplified The impact of this exposure to fake under threat according to organisations the trend considerably the other side of news stories is then compounded like the News Media Association. The problem is fake stories and numbers in the US. and this in turn source of news. how does the UK compare with the truth” as their word of the year at the been vociferous in his concerns about US on this issue? Well. even amongst younger how we discover and consume news. there are other factors that come across their news on social media. Like Obama. and “everything is true and nothing is for example. They content stream that we see taking over argue the current digital news value chain Early on in the election Facebook in our news feeds. fuels the algorithm promoting them even age groups. bemoaning are different. according to a recent the highest online weekly reach for tend to discover their news in quite a Buzzfeed News analysis. corroborating material. for significantly with the US election. 18-24s at 59% when compared with the different way from the UK. with a 2016 public service broadcasters in other Pew Research Center study finding that countries. highly personalised urging the government to intervene. higher. They narrow our breadth distinguish between fake stories and of information. by the filtered. versus the much higher even President Obama weighing into the true”.MINDSHARE TRENDS 2017 TUNNEL VISION Different Dimensions NEWS With the Oxford Dictionary naming “post.” 49 . Only 28% of the UK queuing up to write about the dangers of an emerging news ecosystem where population use Facebook for news filter bubbles and echo chambers. found that BBC online had worth noting that the US population and comments. factual news. reactions example. some elements end of 2016. the balance curation and fact checking provided by use Facebook for this task. President Obama has So. who do not invest in original journalism The editorial team who had curated German Chancellor Angela Merkel at the expense of those who do”. Whilst this does offer some nearly two thirds (62%) of US adults “everything is true reassurance.

everything currently when they are searching. we may get very different suggestions in relation to different what to buy. Remember those behaviours. we do expect this current powerful connectivity between its working to personalise the information state of benign indifference to be Amazon dominates the online retail services as a result. Articles are now appearing Recently published research indicates handy reminders you get on Prime Video. whereas news. begin And it’s becoming increasingly influential will get even more filtered and focused Eli Pariser in The Filter Bubble. Whilst the various elements standard Google anymore. Even if you’re logged minority groups.” have around multiple aspects of our lives. the concerns that have started to emerge all general merchandise sales in the UK. there are 57 exactly understand how Google works Amazon. even right now at the very content of some Google autocomplete people go to when they are researching Well just think about how that technology same time. of the organisation can at first seem somewhat disparate. with 55% could equally be used to suggest the search results. We are all no doubt users. and to give us of this information filtering is currently a reason to return to the brand with viewed in a relatively beneficial light by increasing frequency. accounting for around 20% of stuff we buy. in Amazon’s favour. Amazon instead? signals that Google looks at -. we see. rather than Google. over output will often benefit from being more the next few years this will only grow 50 . one engineer told me. from what kind of computer you’re on they do recognise that the GAFA four Like Google. they actually work Awareness that a level of personalisation in a very complimentary way to each occurs when we search is still relatively other. which question the that Amazon is now the first place that of who an actor is in a particular scene? for something. Information Amazon’s recommendation engine. The likelihood is high that our attention around our filtered news content. influence what we are exposed to across one ever expanding retailer – Amazon. not on a search engine. unlike news content. “If I search for something. of online retail – driven in particular by around multiple aspects of our lives. writes: to raise questions around other digital around how we behave online as well.MINDSHARE TRENDS 2017 TUNNEL VISION Different Dimensions INFORMATION RETAIL Concerns around digital filtering are tailored and focused to a particular user’s The impact of Tunnel Vision is also likely even more personalised and influential currently focused around news content. And for the most part the output our attention and time.that it uses lives. particularly if Prime membership is low amongst UK consumers. And we can expect to see increasingly much broader swathes of the internet – However. requirements. the content we watch and the challenged over the next few years. Whilst consumers don’t of Americans making that first search on products you might want to buy off out. and you search for example. ideally to spread in a similar way into the world as Amazon captures deeper knowledge but similar algorithmic techniques also requires more of a balanced perspective. the brand’s footprint to what kind of browser you’re using are already hugely influential in their has expanded into many areas and to where you’re located -. with less involved in the mix. as market. And this influence is set to grow it is now a very different beast from to personally tailor your query results. even wider and deeper given the many the original books and CDs retailer it Think about it for a second: there is no development plans that Google now once was. This may be personally familiar with the strength of due to a different end need. Amazon uses these than 4 in 10 claiming they know it takes different elements to capture more of place.

as opposed on various topics and even arrange to 2 9 10 to showing pictures chronologically. 7 GOOGLE DIGITAL media websites on media plurality and NEWS INITIATIVE the functioning of democracy. representing the liberal and 10DUCKDUCKGO the conservative points of view. so far service. FullFact aims to build The NMA delivered a briefing to the the US Election. Facebook has updated its offering £20.6m to fund 124 projects network policy which states it will not across European countries. interests and behaviours. a distributed network of relays.MINDSHARE TRENDS 2017 TUNNEL VISION Tunnel Vision 5 6 In This Space 1 ESCAPEYOURBUBBLE 6 FULLFACT 12 NEWS MEDIA ASSOCIATION Developed immediately after the result of Funded by Google. The Wall Street Journal music sites and advertising companies. so when Tor is free software that helps people customer search for something. thus preventing anyone from learning about users’ location or browsing batters. the defend against traffic analysis by results will show Amazon-sold products bouncing communications around as a suggested purchase. 2 GOOGLE & FACEBOOK This initiative aims to support high BAN FAKE NEWS quality journalism through technology Google will ban websites that push fake and innovation. 5 AMAZON SEARCH RESULTS Amazon algorithm puts its own products 11 TORPROJECT into the highlighted ‘buy box’. An alternative browser that is private and 3 4 11 12 does not track your search history. display ads in sites that show misleading or illegal content. RED FEED 9 STRANDS In an attempt to demonstrate how reality Strands license their personalisation of the US election may differ for different engines to clients. one “blue” and the other “red”. retailers. created two feeds. major banks. 8 HIFROMTHEOTHERSIDE HiFromTheOtherSide is a website that 3 INSTAGRAM aims to match people with someone Instagram have started creating feeds with an opposing point of view. EscapeYourBubble is a the first fully automated end-to-end fact Government regarding concerns around Chrome extension that overlays a news checking system. digital news provision in the UK and the article from the opposing party’s viewpoint impact of search engines and social 7 8 into users’ Facebook News Feed. encouraging a more 1 news from using its online advertising sustainable news ecosystem. Facebook users. 51 . meet up. 4 BLUE FEED. Users based on algorithms built from pictures can share and discuss their opinions liked.

distribute and optimise (son of author Evelyn Waugh. telling people what they already points of view to be represented. Who content for different groups of people. and sharp writing seduce you into reading attention. GAFA was not a common lines between content and advert. It makes us human. been written about the role media played Programmatic marketing technology has quo. and they’ve demonstrated that the leading media and entertainment that powers programmatic marketing is was savaged in print by the renowned by personalising what content people see companies today. is a commodity thought one would ever need one? But it is also a double edge sword. in turn. It has provided And in the worst of cases. as it’s print journalism – the professional kind. we need to apply data us than we did back in those days. It has likewise given a platform cookie-embedded content-management to misinformation. dark web. Both of these events evaded the Head of so profitably thanks to advertising. imagine my surprise when the idea the world. it you’d be interested in. technological triumph. Much has Mindshare why. of of what they don’t) you can capture more distinguish real from fake news. not the commercial one we now often about the person on the other side of the worked on the first magazine to adapt hear about – was still the most common screen thereby supporting personalisation its content depending on what we Personalisation of content not only effects way to stay informed. and also given opportunities to tailor creative one-sided news – the filter bubble. algorithmic. 52 . Accepting the status down an ever-narrower tunnel. Facebook character. Serendipity is what makes the world go in the lead up to these two moments). Well. It was a the channels that use algorithms though. sell more media. content. beyond what we’ve experienced before. search for the outliers and always ask focused diet of content that leads you to a large extent the population. less reveals multiple ‘How to Guides’ to help how we create. It has The Store WPP results for showing people increasingly acronym (in fact. has an uncanny resemblance and Google are the new media darlings of to how content is produced by some of The combination of data and technology So. His point was attention. Mindshare people things that are shocking (clickbait).then realising that attention is best captured through two increased opportunities for different as an excuse to oversimplify ‘target you were interested all along. it can be used something surprising . it makes our but ironically all sides agree that news media’ would have raised questions on the Internet to grow beyond search and day. do and technology responsibly: question result? Throughout your digital journey. and Programmatic Marketing regardless of intention. blurring the CEO Many pointed at Facebook. and at search of its meaning. execution based on specific data points A while back. right? technologically driven. A quick search online powerful and should definitely inform journalist the now-late Auberon Waugh (showing them more of what they like. and at its worst the As programmatic marketing becomes systems know far more about each of There were two huge moments in 2016. the main tunnel vision. For traditional Lower barriers to entry into the world blunt application of either or both can not include articles that you never thought news outlets. in these two moments (and specifically In 1949. room for some creative interpretations video and native advertising. it didn’t even exist). this is a methodology that of content that came with the advent only lead to poor marketing execution.MINDSHARE TRENDS 2017 TUNNEL VISION Tunnel Vision Expert Opinion JED HALLAM means. roll on the years and our Head of Digital Strategy believe (confirmation bias) and telling democratised access and production of After all. The the EU referendum. and the American RUTH ZOHRER an audience. when George Orwell wrote played an important role in this process by Redefining it takes a little more effort. However that benefits as risks. Election. contributing to the knew about your interests. only men buy cars. not just what. is all too easy. The that a magazine by its very nature must to be sold to advertisers. of Truth employing Winston. A clever headline they’ve tried to replicate. and long may it live. Anyone today can nurture more prevalent. Nineteen Eighty-Four. it has started to effect all news. and audiences’ and perpetuate stereotypes. the term ‘social enabling the advertising that partly funds round. in marketing as in life. whether our first interpretation is right. I commonly termed. one could argue. commentators. in the analogue age. Attention. and in some cases. DAVID ROTH Auberon was on about all those years ago. I now get what and commentary has become polarised the appropriate use of English or given simple banner display into rich media. Yet the Ministry and. Brideshead Revisited fame). you’re served with an increasingly prediction of the polls. Capture more of the Internet have brought as many can violate privacy and seriously offend.

That’s increasing filtering and personalisation worrying trend is likely to accelerate. The study also demonstrated Twitter timeline. sticking with one platform. an echo chamber of self-perpetuating can be so enamoured by the power of happening. They CEO Denmark and Nordics social media that seems to be increasing. And they inform. based only on what has employed a new wave of young sources. It is me anything. Data and technology are positive forces hear. consume news as like asking our best impact of the algorithm and whether this decline in traditional news sources. Newspapers are like that. So Battle of Waterloo when it took 2 weeks Our study discovered that respondents STEVE RAY we try and make our ads more relevant. we believe the Nike Air Max. They frame perceptions. There editorial staff to represent their audience. narrow and shallow. Whilst simply not possible to become as well. In theory LIZZIE RANKIN and current affairs if they relied primarily Mindshare programmatic capabilities to define them this thirst for news should mean that the Insight Executive on social media for news. who will be more comfortable with. yet the sources they are Facebook has replaced their editorial informed from using social media. as they provide a into the “less informed” band versus in the US Presidential elections taught trusted lens on the world. it’s what you do Dr. people are almost immediately after it has and what’s important. suggests that social media seems to be maintain a knowledgeable population. and not just what A democracy relies on a well-informed We have so much insight into our you think you need to know. as it truth. with caution. data to speak to an individual we risk using to alleviate FOMO are increasingly news team with an algorithm. You should instead go to people consumers they already like and are This is made even worse by the flow of in our industry. than ever before. By only serving content to of knowledge in the Danish population. big questions and impact the way the worst thing you could do because of content is creating a tunnel vision for resulting in further decreases in the level marketing and advertising can influence. the importance of being exposed to a my newsbrands all supported my own Jurassic Park. and in-depth news sources are critical to message to them to the nth degree. To paraphrase Dr Ian Malcolm from they looked at or read before. and then analysed this Facebook is currently affecting the fabrics it. we prioritise people who – somewhere something is always the products. “we were so preoccupied is no room for accidental discovery of there are clearly two sides to this debate variety of news sources. didn’t stop to think if we should”. Insight Director provide arms-length advice on what Mindshare or even worse being deliberately spread. this may eventually 53 . brands and retailers out explored which news sources the Danes information myopia created by the likes of visited our website. and not just perspective and beliefs and didn’t give with whether or not we could that we news or in-depth analysis of events. with 60% and what we think they want to see. Newsworks news is important. On the other side of the coin. People hate The debate around the value of the only 10% of newspaper readers. and it is important to acknowledge this. Independent audiences that we can tailor the In today’s world we are never more play an important role in helping people on behalf of the Ministry of Culture. it’s that I definitely exist in Whatever happened to serendipity? We the thought of missing out on what is algorithm has been prolific in 2016. they will just tell you what you want to consumers. They typically used. me a balanced view of society. or using all our Napoleon to reach London. want something irrelevant to them. happening and we need to know about there and worth paying attention to. We can find out what’s happening create awareness of what’s out there against their understanding of a wide of our democracy in a negative way. my Facebook feed. discover brands. range of news and current affairs topics. a bit of a contrast to the delivering a ‘real world’ perspective. this the potential to extend beyond society’s friend for advice about what to buy. The study Based on our findings. retarget people who viewed that pair of Saturation has led to expectation helping people absorb information on making the Danes dumber. Data. until role of newsbrands is more important Magnetic of social media news users falling If the Brexit vote and Mr Trump’s success all they see is what we assume they want. I didn’t see either result coming. They don’t happened. Lad Bible is from more established media news Not many people did. Because my losing the opportunity for discovery. Nick Southgate likens the way we in 2017 as people start to question the Given changing social media habits and This technology fuelled filter bubble has with it that counts. This debate is set to develop further it’s not how big it is.MINDSHARE TRENDS 2017 TUNNEL VISION Tunnel Vision Expert Opinion MARTIN RASMUSSEN false and/or non-curated news content on we deploy them has to be managed DENISE TURNER impartial. for the news of Wellington’s victory over tended to know far less about news Client Director By retargeting them. We than a click or a flick away from news. and engaged population. And they Recent research by Mindshare Denmark. increasingly blocking ads. but the extent to which who know you a bit.

including JOHN TIPPINS create a hermetically-sealed view of the promote “hatred. an objective reality. refracted through the filter bubble. They know that was attempting to draw attention to the role in the creation of this hate speech. What it has ultimately done form of journalism. was a response to a can sell me. How will This is why I. Do brands have a duty of to theirs. we posed the There is a famous old Sanskrit quote an increasingly biased. but intangible value of picking stories preconceptions bring into shaping this around shared passions has been an if people start to reject the worldview behavioural economist. we do work all your previous purchases. that could be seen to 54 . urged to reflect upon their tangential what an editor does and what role do human connections. As the real world around us is demonization” through articles that or ‘alternative’ news? fully immersed in digital culture are Mindshare becoming more complicated. Whether we understand how algorithms and AI in September. in some parts is streamlined and coded our biases to of the press. it would be insane not to. but a social one. Lorraine Candy. search results based on your search divisive biases. editor-in-chief of ELLE explained “We are use algorithms to help make their content appearing on platforms where the filter living in an algorithmically-induced the walking algorithm… As editors we go more relevant to their audience – stories bubble is potentially reinforcing and digital bubble. these publications. meeting consumers constantly. that could be making people more extreme or ill-informed? Algorithms choose content for narrower Algorithms are becoming increasingly But in the digital space it is easier than and more purely commercial reasons. so we believe it is vital that the this to be shared widely. Is it only a matter of It is an exchange based on the crucial level of influence their own attitudes and Connecting people and communities time before something similar happens As AI is becoming more mainstream. know how to make that says ‘The World is as you see it’. lives for years. more influential in how humans see the ever to publish false information and for The recent Stop Funding Hate Amazon only recommends books that it world. own viewpoint. but there was once a naïve promise to these where their advertising or content sits and this demands the wide and general combining it with the editor is a powerful algorithms. can an algorithm match Human editors. The But how can brands reconcile that their whole picture when online. to the fore a growing awareness that Humans are very good at general now playing a fundamental role in shaping people are not necessarily seeing the intelligence. completely disconnected When AI really struggles is when it needs to the fashion shows. Editors choose content for human reasons with data. have welcomed diversity and placed even manipulative? Brexit and Trump are Editors know how to make human leaps. our online were often misleading or proved to turning to magazines. predicting what’s new. Started by a group of This year at Magnetic. there may not be a Sanskrit word a large emphasis on being positive two recent examples that have brought “AI is great at specific intelligence. former likes of Facebook. for accuracy. when to move back. Nick Southgate. likes. for the moment.” of what they think they want. and exciting force. view. Today. and many others. Here are some Editors know when to stretch readers. value of a human editor is not ignored. and telling history and recommendations based on care on behalf of their customers? Should want to help burst these bubbles or risk consumers what’s new…. they are indeed interact with human beings. And. with no account campaign. These brand communities and social platforms as misleading and of his findings: when to leap forward.MINDSHARE TRENDS 2017 TUNNEL VISION Tunnel Vision Expert Opinion narrow their view on the world. Perhaps they demand more from the platforms public ire if they do nothing. and most of all when it ahead. human editors have in an age of data their magazine brand is not merely a misbelief that reality is a product of one’s Many brands want to be seen as by paying to have their advertising in and algorithms? commercial exchange. audiences want and need to read about. view. discrimination and they encounter or discover ‘new’ a new generation of younger readers Strategy Director world. unchallenged and concerned citizens. brands are being question. looking six months and news articles based on your previous solidifying people’s inaccurate and from points of view that are not similar to read situations. Brands have to decide if they needs to read people. for example. algorithms don’t. It reductive version.” for ‘algorithm’ but these operations are experiences. Google and Amazon digital advertising is now simultaneously they want to be or not. People can be blind to the egalitarian and inclusive entities. This is important when At the Magnetic ‘Spark’ conference how we see the world around us. designed to give people more when it is potentially mixed with articles intelligence human beings are good at. rather believing they are looking at effective way to be part of their customers’ presented to them by the big digital explored this concept. is be outright lies.

original content production. Many of the devices in these we use every day. we can expect to re-ordering with the Amazon Dash around the virality of fake news. and like Google we can expect to defer to the establishment or to experts online TV services and music. cars and activities in the context of the screens the home. industry given some of the headlines around coverage suggests that much is going recent news content. which management are essential to keep an but get it wrong with consumers in any chambers were a significant problem for the original “everything store”. Whilst these developments restaurants via Prime Now. whatever your needs might is that we trust. There is video ecosystem. Amazon is the content you can’t get anywhere one wants this to happen to their brand. Prime Amazon monthly payment options can eye on things. and ultimately ways across the three dimensions. or that echo that extend its stretch far away from shopping whilst you’re there. credit see increasing levels of connectivity and than we once were. “people like me” but even that may problem and does not directly address Fresh. bot. and along with Google. Given the high level nature of some of the criticism it’s a problem that Currently it’s about “people like me” but is unlikely to go away any time soon for the technology companies. Facebook have now shifted their membership is a central part of this with then help you finance? There is less to recalibrate overall. outcome of the US election. No challenges for the future. experience increasing levels of tunnel button and connected devices and voice of us have become a bit trigger happy this will change how consumers discover vision around our information gathering recognition with Amazon Echo and Alexa. This is one of the key reasons for the and stories are travelling very fast with this offers both opportunities and the US election. grocery delivery with Amazon association between the different services. has all the appearances of being real. narrow further to “people I actually know” the issue of digital filtering. But for our together by the highly personalised. and of course automatic immediate challenges to be aware of Google and Amazon are operating on a few years. single dimension and it will be far harder them. dealings with many of the technology centric AI driven conversation of Google companies this is now far too limited 55 . Multiple brand some changes. its free delivery benefits but the brand and less reason to leave the brand’s Brands also need to think about who it the consumer journey across these eco have announced plans to kick fake news now extends much further. Fire TV In the short term there are some a perspective. I actually know” given some of the On the information front Google has headlines around recent news content. watches. have already resulted in brand’s success – you go back to watch facts only emerging after the event. manifesting itself in different simpler in the future. sites off their ad networks. and why not do a little unplanned and good social listening and community and may require a different set of cues. TVs. with hardware development It’s very easy to think about our digital pillars around phones. tablets. We are far less likely to systems will be key. touchpoints will be far more seamless idea that fake stories had influenced the developing a plethora of other services else. Organisations such as important part of our lives over the next may well make our lives better and technology. After initially rejecting the In the world of online retail. be. services become increasingly connected news content as a result of Brexit and as a result. Understanding position slightly. and they will even that may narrow further to “people have to continue to try and address it. when we see a good headline that often and experience our brands. streaming.MINDSHARE TRENDS 2017 TUNNEL VISION Where Next? What this means for Brands Tunnel Vision will be an increasingly Assistant. our mobiles. ambitious designs around many aspects of our lives. Many much wider field than this. Currently it’s about Although this only deals with part of the services. As diverse The concerns that were raised around and related decision making activities. spaces will be powered and connected laptops and to a degree. on behind the scenes to tackle this concern. artisan goods via Handmade.

37% agreed that it worsens the are too good to pass up. around people’s attitude and approach to life. It is not so uninformed now. people freely in-depth before or something that kept Back in the real world about Tunnel Vision.” had time to digest it. like. 73% of people think that content outside of my interests or have to offer. but they I am less informed than when I was There were a group of people that having things tailored like this doesn’t give do expect these brands to make an younger. but now I think about it I hardly see much my opinion. as around the internet now and I know divisions in society and 48% agreed that convenience point of view. it makes the internet companies’ involvement in this space. ourselves.MINDSHARE TRENDS 2017 TUNNEL VISION Tunnel Vision a good thing and they had no concerns Despite these concerns. or my phone. “It is the life / time thing and how we effort to help counteract ‘Tunnel Vision’. It is not something I have honestly considered in- however something people devote much of their time to thinking about and most missing out on?” depth though.” “Intellectually. I resent the fact that they direct so much of my activities. initial awareness of this I don’t know if that is easy to really understand. although it felt quite subliminal or Google account. now expect everything to be given to us on a plate. what stuff am I in one way or another. 49% agreed their ‘heads in the sand’ about a little. However.” 91% of people believe that the big digital companies have either some or “With you being able to login to a significant influence when it comes to different websites using your Facebook this topic. the amount of for most. How do you feel about where This conflicting attitude also applied But from a practical point of view. in reality. especially when it choose not take an interest. trust (to an extent) that it doesn’t encourage us to think for benefits of this level of personalisation and use everyday. The people know. dictating whether this was a topic “My whole life seems to revolve they were naturally curious about. People are not likely “Companies like Google. to a certain degree. The full magnitude of the usage or even age. I did think it was because I thought this level of personalisation was us enough of a balance of information. Apple. they cannot see an alternative.” Apprehensive Uncomfortable Indifferent Worried Nervous do with it. it was not something they had thought about 56 . Facebook and Amazon are fantastic in People were surprisingly aware of the Tunnel Vision trend. I feel effect on their perception. However the majority admitted that this is a trend they have people up at night. I feel I have the choice to trend was not determined by tech where it may have affected their viewpoint or behaviour. I know that I couldn’t get through my day without using them digital filtering has some or a significant of a wider view of the world. and to realise that they are effecting what we see and do. Plus there were concerns information these companies have 27% 25% 24% 18% 17% around how much data these companies have on us as individuals and what they about me must be immense. struggled to think of everyday examples Interestingly. These are brands did have varied concerns. I use each of them nearly every day for the technology they came to news. experience smooth. but the more I think about it really they have trend was only appreciated once people Knowledge in this area was more based crafted nearly everything I look at or do. use the internet. especially from a to give up using them anytime soon. Tunnel Vision could go in the future? to how they felt about the big digital however.

it wants you to view doesn’t mean you personalised digital advertising that in have to do it. music. and technology. education. It seems to me that balanced view or at least aim to have and products.MINDSHARE TRENDS 2017 TUNNEL VISION Although this topic of Tunnel Vision is internet that other traditional media People like to think they have a about the personalisation of content are subject to. the print. The issue of fake Facebook to make me believe that news was also top of mind. continuation of a viewpoint ensure that it showed all posts by own responsibility for it. We need to take or internet. both online and in using your Facebook or Google account. science a topic in the media very recently. having been everyone loves cats. miss anything. If they have time.” we found in our 2016 trends (see certain people.” one. You are still able to search their view ‘stalked’ them around the “I used the settings on Facebook to for what you want. groups and brands first Adblockalypse Now). filtering that happens through social the choices we make or choose. There are not ALL media doesn’t it? They all tell us the same checks and balances on the what they think we want to hear 57 . many turn to a variety of trusted news brands. Once we were as well as adding notifications for every “I do try and read articles from other 90% AGE : 1 back on track we talked about Tunnel time they posted so I knew I wouldn’t newspapers or watch news or political 8 programmes. even happen?!). art and travel. That everyone is opposed “I find that if people see something to Brexit and Trump (so how did they on Facebook. This filtering happens to if it is clearly not true. following Brexit and the US form or another. ALL about me must be immense. Corbyn. media. we are still responsible for DU we had with people did often divert Most were conscious of the level of 84% LT S back to personalised advertising.” – main area of discussion for Tunnel Vision. the conversations these are necessary.” 86% AGE : 3 find the time though so I suppose 34 I do just read from my side of the 72% AG How we access our news became a Others were quite pragmatic in the 5 E argument most of the time.” “Although things are filtered to our A preferences. Almost a quarter thought that digital filtering had affected their view “I guess this is the system that allows when it came to Brexit. people would only have time to get their news from one source. Just because the system has filtered what R E L E VA N T They were linked in people’s minds. The key here was time and more amount of information these companies have often than not. In the “With you being able to login to different websites case of news. they will try to How relevant to you seek out a variety of opinion if it is is Tunnel Vision? something they are interested in. they believe it. belief that this kind of tunnel vision has 54 : 5 as this was the area people were most always existed in the media in some 5+ familiar with. election. It is difficult to always – Vision in three areas. Some were even taking steps to Many mentioned their loathing for counteract it.

Only 38% were aware that was of real benefit. it was perhaps to people with 84% finding it relevant.MINDSHARE TRENDS 2017 TUNNEL VISION How we access information was another For others this tailoring of information moment. our people. this trend was the most relevant 84% finding it relevant. It felt the most current and the majority thought it was either at its peak now another ‘bury our heads in the sand’ (19%) or will peak in a few years’ time 58 . ordering were similar to those we found ‘apprehensive’ about this trend and Google searches are personalised to last year (in our Everyday Connects). if we have appliances in our and more could be done to educate few years time know me and my interests and have although they were much warmer house that connect to the internet. this trend will be concept. although relevant to people with most had never really contemplated the Overall. (45%). This is apparent here too. rather service for particular products. People felt ‘uncomfortable’ and hot topic. ‘amazon loop’ they were embarking on with Amazon Prime and related Amazon products. We may never need to do a into user’s hands. If they had.” situations amazingly useful but in others. For this at its peak? more that we are interested in. So it’s really not much different to how these companies choose to digitally filter. interests just means we are exposed to up control to a brand/subscription which is only set to grow. Our findings on automatic re. as fridge can order food for us when it put the power of preference back the outcome was often convenience. The reason. and never knowing about anything 36% “I think people often apply self-filtering anyway in terms of what newspapers. not that my “The sad thing is I can’t see this all searches are tailored. companies and individuals do something advertising on screen but naively the future!” about it. in some buying the same food day in day out further in the future highest bidder is disturbing. about it. More could also be done to 45% such a control over what I see. I feel patronised Retail was perhaps not people’s first getting any better just worse. it was quite worrying. so you may like this’ shopping list again and will be stuck and will be at its peak much tell me the truth can be bought by the was viewed one of two ways. Brands like Amazon we might be interested in it based on were universally liked and viewed as our preferences. Each usually have some sort of lean towards parts of the political spectrum.” towards the trend in this context. most believe that the trend of “I was aware of Google searches than wading through huge quantities fear of ‘product tunnel vision’ was quite Tunnel Vision will intensify. news channels and websites they choose to view and get their news from.” It’s only in its very beginnings “The idea that Google whom I trust to ‘You like this. Think “We do not talk about it enough At its peak in a than an algorithm should assume they thought when it came to Tunnel Vision. saw it as an inevitable development of When do you feel the individual and for those new to this “Filtering information according to our where people were reluctant to give our increasing reliance on the internet. 19% thought it was one-way.” completely infuriating ‘trying to sell me new unless the powers that be think more nonsense’. unless digital At its peak now influencing my Facebook and of data that doesn’t interest us. I feel we still get to see opposing points of view by online comments and reactions to the other articles anyway.” Overall this trend was the most providing a useful service. runs low.

MINDSHARE TRENDS 2017 CONTRIBUTORS A special thank you to all our contributors Sophie Harding Norm Johnson David Roth (WPP The Store) Julia Ayling Martin Rasmussen Tim Elkington (IAB) Jeremy Pounder John Tippins Denise Turner (Newsworks) Josie Ung Jed Hallam Stuart Turner (Capcom) Ksenia Kharkina Ruth Zohrer Frazer Hurrell (AOL) Amber Trott Chris Cardew Lizzie Rankin (Magnetic). Irina Lim Alice Brady George Hopkinson (IAB) Sam Barton Polly Chandler Thomas Hirschmann Neil Bruce Marthe Martins Steve Ray Verity Wilson Sam Green Jordan Walker-Shuttlewood Becky Power Zac Cole Adam Fulford Charlotte Raven Ben Maslen Ivan Lee and all of Mindshare UK Craig Stead 59 .

mindshare.ayling@mindshareworld. or to enquire about how we can help your organisation ready itself for these trends.com 1 Central St Giles London WC2H 8AR www.MINDSHARE TRENDS 2017 C O N TAC T I N F O R M AT I O N For more information.harding@mindshareworld.co. please contact: Julia Ayling Head of Research and Insights E: julia.com Sophie Harding Research and Insights Director E: sophie.uk Follow us on: @mindshare_uk 60 .