2 0 1 8 * T R E N D S OUR FAITH IN INSTITUTIONS IS IN CRISIS T H E G A D G E T- A S S I S T E D C U LT U R E O F S E L F - LO V E IMAGE BASED SOCIAL NETWORKS

2018 * T RE NDS

A U T O M A T I O N
WWW.MINDSHAREWORLD.CO.UK
TRENDS
2018
ALGORITHMS RECOMMENDING NEW MUSIC
2 0 1 8 * T R E N D S OUR FAITH IN INSTITUTIONS IS IN CRISIS T H E G A D G E T- A S S I S T E D C U LT U R E O F S E L F - LO V E IMAGE BASED SOCIAL NETWORKS
2018 * T RE NDS

A U T O M A T I O N
ALGORITHMS RECOMMENDING NEW MUSIC
TRENDS
2018 *
CONTENTS

Introduction 03
Get Snappy 04
The Exploration Game 18
Access All Areas 32
Automatic for the People 46
Destination: Data 60
 MINDSHARE FUTURES
TRENDS * 20 1 8
Here at Mindshare, our purpose is to create valuable experiences for people in

TRENDS
2018 *
media. This is simply not possible unless you understand where people are coming
from when it comes to technology and what is happening in the world around us.
This is where our Futures programme comes in.

Mindshare Futures is the research programme that underpins our purpose. It runs

01
throughout the year, constantly monitoring and testing emerging tech innovations
and the wider cultural changes going on in the world. Every year our Futures team

GET
SNAPPY
creates this – our trends to watch for the year ahead. But our trends are something
a bit different – they are built upon a unique and extensive consumer research
programme, putting people firmly at the heart of each trend. The most important
part is talking to people. After all, it’s not a trend unless there is actually some kind
of consumer motivation behind it.

For this annual report we have surveyed over 6,000 people, held focus groups
INTRODUCTION

02
across the UK, carried out mobile qualitative and diary style exercises with over
100 people and carried out social and search analysis. We wanted to know what

THE

GAME
EXPLORATION
people think, what they say they are doing, what they are actually doing and why.
Plus, essentially, how these things are changing over time and how they differ
depending on who you talk to. It is vital for us to talk to a range of different people
from all age groups, tech abilities, walks of life and areas of the country.

So here they are – our 5 trends for 2018. These are technological and cultural
trends we expect to see accelerate in 2018, and continue to resonate over the

03
years ahead. From Artificial Intelligence and data to Augmented Reality and visual
recognition, some of our trends are brand new and some have developed out of
trends we have highlighted in the past.

ACCESS
ALL AREAS
Over the coming pages we will discuss these trends and how they will impact
consumers, brands and media in the future. We will provide examples of these
trends in action and analyse people’s thoughts and actions in our ‘back in the real
world’ sections.

But it doesn’t end here. Throughout 2018, 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.
04AUTOMATIC
FOR THE
PEOPLE
As ever, please feel free to contact us if you would like any more information on
Trends or any of our other Futures projects. We hope you enjoy the read!
05

SOPHIE HARDING
TRENDS & INSIGHTS DIRECTOR
DESTINATION:
DATA

3
WHAT IS IT?
The growing use of image recognition
for quicker and easier interactions.
 MINDSHARE FUTURES
TRENDS * 20 1 8
01 GET
SNAPPY
WHERE HAS
IT COME

02
FROM?

THE

GAME
EXPLORATION
Our culture has become increasingly
visual. The number of photos and
videos we take or are exposed to

03
on a daily basis has grown rapidly,
fuelled by smartphone use, cheaper,
better quality cameras, image-

ACCESS
ALL AREAS
based social networks and better
connection speeds.

We are becoming so accustomed

to seeing and communicating
with emojis, pictures and videos, 04
it has become second nature to
AUTOMATIC
FOR THE
PEOPLE

think in this way.

Simultaneously, advances in
deep learning techniques have
enabled computers to ‘read’ the
05

world. Images, whether in the form

of photos, videos or code, can
now be accurately identified and
DESTINATION:
DATA

interpreted. Image recognition now

enables a whole new form of input
information for computers which
is set to unleash a wave of service
innovation.

5
Get Snappy

HOW IS IT
DEVELOPING?
We will be increasingly using images for a variety of purposes but notably to help us access
things more easily and speedily – helping us to find, record, unlock, activate, identify,
match, buy and much more.

The trend will be developing in three key areas:

VISUAL SEARCH
The concept of using images to
search the world around us (visual
search) is not a new one. Instead
of using text as the input to search,
images are used instead.
Brands have experimented with
this concept for years for a variety
of purposes but it never took off
because the technology did not fulfil
people’s expectations. However,
image recognition technology has
now improved dramatically. Visual
search has become an exceedingly
complex and competitive space with
investment from many big players –
Snap, Pinterest, Facebook, Google,
eBay, Blippar, Bing, ASOS and
Amazon – the list grows day by day.
Brands are adding visual search
functions into their sites and apps,
allowing us to take and upload
pictures of what we are seeking,
to identify items or find the closest
match. With some propositions
there is no need to even upload
pictures – simply hover a phone
camera over an object for more
information. Google has plans
to add its visual search software
‘Google Lens’ into their phones
going forward. This functionality
uses visual recognition technology
to understand what it is looking at
and provide relevant info when a
phone is pointed at it. Our phone
cameras are going to allow us to
access and search for information
in a whole new way: providing
immediate access to things
like ratings for restaurants right
where we are standing; language
translations of signs on the road;
information about the faces in front
of us; directing us to where we can
buy those elusive shoes we see
whilst walking down the street.
Gone will be the problems we
experience with text search, where
things are hard to find, things are not
tagged with the keywords we are
looking for or results are inaccurate.
The future of search is without doubt
going to involve pictures.

FACIAL RECOGNITION
Artificial Intelligence has enabled
computers to become much more
adept at recognising faces, and
facial recognition is now accurate
enough to be used for secure
financial transactions. More powerful
cameras are being added to our
phones with every new model
release, providing easy access
to accurate facial recognition at
the touch of a button. The iPhone
X camera for example, analyses
30,000 different points on our faces
to create a map of our features.
This kind of facial recognition
technology can be used for a variety
of functions from quickly unlocking
our phone to paying for items with
our face. It could replace physical
tickets for public transport or, in
conjunction with other biometric
forms of ID, could replace passports
altogether. Brands in China, such
as Alibaba, Baidu and Didi are
leading the charge already with this
technology, using it for payment,
money transfers, person verification
and security access.
Facial recognition has the potential
to transform not only the services
and functions around us, such as
policing and transportation, but it is
also set to influence how we interact
with brands on a daily basis, from
banking to retail.
MINDSHARE FUTURES
TRENDS * 20 1 8
01 GET
SNAPPY
SCANNING CODES
Codes, of a variety of different
types, are set to become much
more widely used as short-cuts to
02
information, payment and content.
QR codes were not a resounding
THE
GAME
EXPLORATION
success for a variety of reasons
but largely because of the need
to download a separate QR code
reader. All too often, the payoff was
not worth it for the user. This hurdle
has now been removed with code
functionality directly integrated into
03
mobile operating systems (such
as IOS 11) and a number of major
social media or messaging mobile
ACCESS
ALL AREAS
platforms. Codes have been so
well integrated into these platforms
and we are being given genuine
reasons to use them, we are not
really thinking about the codes as
QR codes anymore. When Snap
introduced their Snapcodes function
in 2015, people turned themselves
and their friends into codes,
04
AUTOMATIC
FOR THE
quickly exchanging contact info. PEOPLE
Now Snapcodes can be used for
everything from unlocking content
to quick and easy website links.
Other brands including Mastercard,
Twitter, Facebook, Spotify, Shazam
and Pinterest are also using codes
05
in more engaging and useful ways,
providing fast links for identification,
payments, personalised offers or
DESTINATION:
DATA
easy access to music, entertainment
or information.
7
Get Snappy
EXPERT OPINION
Will the increasing use of images
change how we, as consumers,
interact with brands?
MATT ANDREWS
CHIEF STRATEGY
OFFICER
Mindshare
YES
Image has always been of paramount importance for
building brands. The most powerful images can tell you
a story without a word being written or spoken. The
most talented photographers know how to create and
capture iconic images that will be forever imprinted on
our minds.
Over the past decade or so the diversity of our visual
culture has been transformed. The professional cameras
built into our mobile phones, along with the tools for
transforming images into fragments of pop culture and
the networks for distributing them, are creating the
equivalent of an image tsunami.
Images of all shapes, sizes and formats flood their way
into our consciousness every second of the day. In this
new visual landscape, brands are now more likely to
find themselves being part of a spontaneous selfie, and
less likely to find themselves positioned through the
output of a meticulously orchestrated photo shoot.
Brands are still struggling to come to terms with this new
reality, but the next wave is already appearing on the
horizon. With the recent launch of the iPhone X, things
are about to change again. Two key features are driving
this – facial recognition and augmented reality.
The challenge for brands is to
embrace these new technologies
and identify the opportunities
to create valuable new brand
experiences for the audiences
they want to connect with.
Facial recognition built into the iPhone X means the
phone is looking right back at you. As well as the
practical application of unlocking your phone, this
creates the potential for the images you are looking at
to respond to your facial expressions in real time. The
new Animoji’s are a fun example of this, allowing you to
be reimagined as an animated emoji. They mimic your
facial expressions and record your voice. Who wouldn’t
want to be transformed into a talking unicorn!
Augmented Reality has been around for some time,
but with the launch of iOS 11, Apple has opened its
AR platform ARKit for developers, as well as made
it easier for consumers to access as an everyday
technology. Apple expect to see AR become the
natural way in which we use our mobiles to interact
with our environment, closing the gap between the
virtual and the real. Google Lens is expected to play in
a similar space, enabling us to easily access information
about the world around us. And of course the many
developments in visual search are increasingly
transforming how we find out more about brands and
services.

CLAIRE VALOTI
GENERAL MANAGER UK
& NORTHERN EUROPE
Snap
YES
The first version of Snapchat was designed to mimic the
casual, light-hearted nature of conversations with friends
over a coffee or beer. Once a story is told, it disappears
into thin air and becomes a memory. With Snapchat,
you could have a similar experience even when you’re
apart from your friends. Each photo or video Snap sent
on Snapchat would disappear after it was read. The first
Snaps were selfies sent in the moment — not perfect
family photos to be stored and documented.
Industry watchers and parents alike called Snapchat
a toy or, at worst, a new type of vice! But over time,
it’s been revealed that talking with images (instead of
texts) is something universal that almost anyone can
understand. From emojis and GIF reactions to selfies
and more, we’re increasingly letting photos and videos
do the talking for us. A picture’s worth a thousand
words! This year, the number of Snaps created on
Snapchat is set to eclipse the number of photos taken
globally on smartphones.
The average Snapchatter creates over 20 Snaps
every day, across every time and place. They’re
sending Snaps to friends, but also composing them
into compilations of their day called Stories. Many of
these Snaps replace texts and posts telling friends
what they’re up to, where they’re shopping, or what
they're eating. But unlike texts or posts, each Snap
is an opportunity for brands to join a conversation.
Consumers are already advocates for the products they
buy, and Snaps offer the opportunity to enhance that
advocacy, in the moment, with one swipe or tap.
Visual communication is here to stay, and offers a
massive and growing inventory of photos and videos
brands can take part in. The key will be providing fun
and context in a world where anyone can create a
photo or video, and then edit and share it in seconds.
Every restaurant should have a Filter allowing patrons
to Snap their meal to friends and show where to get
it. Every movie release should have a Lens allowing
current fans (and potential ones) the opportunity to try
on a costume (or a face) from the film. Every fast food
chain should have short-form photo and video ads
informing potential customers of what’s new, in the
context of daily life.
This sea change in how images are captured and used
started with consumers — so watch them! See what
they’re Snapping — and then inspire them to share your
message, too. The future is close, and it starts with the
camera!
MINDSHARE FUTURES
TRENDS * 20 1 8
HEATHER ANDREW
CEO
Neuro-Insight UK YES
01
As images become more pre-dominant in the way
GET
SNAPPY
we search and communicate there is likely to be a
fundamental shift in the way that people perceive and
interact with brands. Our brains are fundamentally well-
equipped to deal with images with our visual senses
pre-dating language capability. But what is crucial in
how things pan out going forward is the different roles
played by the left and right hemispheres of the brain.
02
The left hemisphere of the brain is more rational and
detail-oriented and, crucially, is responsible for most of
THE
GAME
EXPLORATION
our language capability. So a lot of our historical brand
interactions, with a strong reliance on words, has
played out in the left brain.
Increasing use of images in brand communication is
likely to change this. The right side of the brain has a
03
slightly more emotional bias but is more fundamentally
associated with more holistic aspects of processing
and things like sound and colour. Visual images are
ACCESS
ALL AREAS
more likely to play a strong role here.
Therefore, a move by brands towards visual imagery
means that the right side of the brain will increasingly
come into play as people interact with those brands
and make purchase or usage decisions. Specifically,
they are more likely to be impacted by big picture
associations, and less so by more detailed and rational
ones.
04
AUTOMATIC
FOR THE
PEOPLE
The sort of brands that will benefit are those that
have already established those more big-picture,
emotionally based associations, because the new,
image-based world will reinforce what existed before.
Brands that have built themselves through more
rational claims, detailed information and support
05
will face a more challenging job because an image-
driven shift towards the right hemisphere of the brain
will make it harder to access and build upon those
DESTINATION:
DATA
previous words-based brand memories.
9
Get Snappy

IN THIS SPACE
1 JETBLUE 7
JetBlue has experimented with facial
recognition technology to board
passengers without the need for travel
documents.

2 ALIBABA
'Smile to Pay' service in Hangzhou,
allowing Alipay users who have enabled
facial recognition to pay for their meals
'with a smile' in KFC.

3 YOTI
App that enables people to pair a selfie
with an official document, allowing them
to purchase age-restricted items without
interference in-store.

4 SPOTIFY CODES
The new feature creates a unique
2
barcode for every song, album, artist,
and playlist, which you can share and
scan to instantly play that music.

5 PINTEREST PINCODES
Pinterest’s own take on QR codes that
bring users directly to products, boards
or profiles on Pinterest.

6 NETS QR
In a push for electronic payments in
Singapore, customers of seven banks
will be able to pay for their food using
NETS QR code payments.

7 GOOGLE CLIPS 10 LIKETOKNOW.IT

A portable camera designed for passive
use, which uses machine learning to
automatically decide when to capture a
photo.
8 GOOGLE LENS
With Google Lens, your smartphone
camera is able to understand what
it is looking at and overlay relevant
information.
Allows users to shop for products
from Instagram screenshots of their
favourite influencers
11 ASOS IOS APP
Uses an algorithm which returns
similar products in its catalogue
when users upload or take a
photograph of any clothing or 4
accessory.

9 BING VISUAL SEARCH

Allows people to search for not just
whole images, but for images within
images – and even buy items they find
there.
 3

9
5

11
11

DESTINATION: AUTOMATIC ACCESS THE GET MINDSHARE FUTURES

TRENDS * 20 1 8

11
DATA FOR THE ALL AREAS EXPLORATION SNAPPY
05 04 03 02 01
PEOPLE GAME
Get Snappy
WHERE NEXT?
Our culture will develop to become even
more visually wired, where people use and
take images not only to record their lives
but also now for more functional purposes.
It is early days for visual search.
Adoption levels are currently low
but this is more driven by a lack of
awareness and knowledge about
the technology, as the benefits on
offer are appealing for people. Use
of visual search should grow rapidly
as we become more exposed to it
across a variety of areas of everyday
life. Facial recognition may take
more time to be a success. People
have some niggling doubts about
the capabilities of the technology
and whether it is as secure as it
promises. These concerns will
need to be put to rest before the
technology becomes more widely
used, although the overall concept
of using facial recognition for
speedier and easier experiences is
generally an appealing one.
When it comes to the technology,
we are still in the early days of this
trend and there is much room for
development, especially when it
comes to visual search. It is now
not necessarily about improving
machine learning recognition
capabilities but more about applying
understanding of how the human
brain works – for example the
complexity of how we identify and
classify items. Google’s DeepMind
are working extensively in this area.
If brands can get this right, this
could bring a whole new dimension
to the search landscape and, as
people start to use visual search
more widely, databases will grow
and searches will become more
accurate. Effectively, we are gearing
towards an enormous image-based
database of all physical objects in
the world. Companies will rely on
open source images to feed their
algorithms and big tech companies
such as Google and Facebook
will have a head start with the
abundance of images we upload for
free to their platforms.
We should expect photos to not
only be tagged by location, as they
currently are but also to be tagged
by content. Images will become
interactive and shoppable. People
will also be able to search via
video, as moving image recognition
develops further. We will be using
more devices in addition to our
phones to capture images and
video, such the Google Clips
Camera or Snap Glasses. Visual
functions will combine with other
features, such as voice assistants
to make tasks even easier and
speedier.
Although the technology for many
of these functions is already here, a
level of awareness, knowledge and
acclimatisation is needed for them
to prosper. When this happens, our
culture will develop to become even
more visually wired, where people
use and take images not only to
record their lives but also now for
more functional purposes.
 MINDSHARE FUTURES
TRENDS * 20 1 8
WHAT THIS MEANS
FOR BRANDS

01
01 03

USE IMAGE RECOGNITION TO
MAKE THE CUSTOMER JOURNEY
SMOOTHER.
Think about the points in your
purchase journey and what the most
GET
SNAPPY
UNDERSTAND HOW PEOPLE
MIGHT BE VISUALLY SEARCHING
FOR YOUR PRODUCTS.
Customers will be exposed to more
products and information using

02
useful info, content or processes visual search and will be looking
are for people at particular moments to get straight to what they need.

THE

in time. How can you make these
easier for the customer by using
image recognition technologies?
It could be about getting product
specs or information more easily
when in store, applying promotions
at the scan of a code or providing
GAME
EXPLORATION
Those brands that appear in the
most relevant searches and provide
the right information will have a
competitive advantage.
04

03
quicker payment options. Make
your touchpoints shoppable when OPTIMISE YOUR CONTENT FOR
relevant. IMAGE SEARCH.

ACCESS
ALL AREAS
Structure your website and other
content so that it is geared towards
02 visual search technologies. Think
about the information you want
MAKE YOUR PRODUCTS these technologies to bring up.
VALUABLY INTERACTIVE
THROUGH IMAGE RECOGNITION
CAPABILITIES.
As this trend takes off, there will be
04
AUTOMATIC
FOR THE
a growing expectation that products PEOPLE
will be interactive via the touch of a
camera button. Make your product
and packaging as interactive as
possible, whilst ensuring that
you are still providing a valuable
experience for the customer.
05
DESTINATION:
DATA

13
Get Snappy
BACK IN THE
REAL WORLD
Top 10 Takeouts
01
There is a general sense
across the board that
images are increasingly
creeping into all aspects of
our lives
02
Images are very much the
language of the youth.
Almost half of millennials
find it easier to use images
rather than words and over
two thirds use images to
help them remember things
03
Usage of visual search
is generally low at the
moment but unsurprisingly
Gen Z and millennials are
leading the way with over
half having already used it
04
The opportunities that
visual search offers are very
exciting for people but they
simply don’t know it exists
05
People are ready to embrace
visual search technologies.
Over 4 in 10 say they would
use Google Lens
06
Busy parents are early
adopters of this trend,
welcoming any time saving
shortcuts
07
QR type codes are making
a comeback for younger
people but for older
generations this technology
will likely be a new concept
08
Acceptance of facial
recognition technology is
dependent on the type of
personal data it's used to
access. Facial recognition
instead of a passport – yes,
to pay for groceries – no way
09
Barriers to adoption of facial
recognition technology
include security and
identity theft concerns and
what happens when the
technology fails
10
People can see clear
benefits to using image
recognition but enthusiasm
for this trend is being
held back by concerns
around facial recognition
technology
RELEVANCY UK EMOTION

MINDSHARE FUTURES
TRENDS * 20 1 8
HOW RELEVANT TO YOU IS THIS TREND? HOW DO YOU FEEL ABOUT WHERE THIS
TOPIC COULD GO IN THE FUTURE?

EXCITED
3%

01
ENTHUSIASTIC
5%

GET
SNAPPY
INTERESTED
23%

02
INDIFFERENT
19%

THE

GAME
EXPLORATION
APPREHENSIVE
20%

03
UNCOMFORTABLE
18%

ACCESS
ALL AREAS
WORRIED
KEY
11%
NOT AT ALL VERY RELEVANT
RELEVANT TO ME TO ME

LIFE CYCLE 04
AUTOMATIC
FOR THE
PEOPLE
6%
2%
PEAK
23% DECLINING
05

STILL
36% GROWING
32%
DESTINATION:
DATA

EARLY
TREND
BRAND
NEW TREND

15
Get Snappy

BACK IN THE
REAL WORLD
Stats & Facts
THE APPEAL OF IMAGES
"I TAKE PHOTOS OR SCREENSHOTS OF THINGS TO HELP ME
REMEMBER THEM"

73%
63%
55%
43%
31%
22%

18-24 25-34 35-44 45-54 55-64 65+

41% of parents
Image recognition is a big find it easier to use
time-saver and with the speed images rather than
of modern day life, it can be very words these days,
compared to 22%
useful"
of people without
41% 22%
Male, 30-34, South East
kids PARENTS NO KIDS

62%
FACIAL RECOGNITION
COMFORTABLE USING FACIAL RECOGNITION

of people would feel

uncomfortable using
49% For boarding passes on flights facial recognition
technology on other
46% As a form of official I.D.
people
46% To unlock your phone

I am not sure that

38% As a login for a website or app
the technology is good
enough to recognise
34% To access your car or home
my facial features. I
31% To pay for goods or services would be concerned
that somebody could
hack the technology"
Male, 25-29, London
 MINDSHARE FUTURES
TRENDS * 20 1 8
SCANNING CODES & VISUAL SEARCH

41%
would use technology
like Google Lens
I HAVE SCANNED
CODES OR
PICTURES FOR
ACCESS TO

01
INFORMATION
I never knew you
48%

GET
SNAPPY
18 – 34
could search by an
34% 35 – 54 image!! But I’ve always
17% 55+ said it would be a great
idea!"
Female, 35-39, South

02 THE

GAME
EXPLORATION
I'd quite like for
Just the idea of taking a picture of text these things to be
and it being recognised as text is amazing. advertised more often
This should make searching for something a so I don't miss all the
lot easier" updates to technology"

03
Male, 30-34, South East Male, 18-24, South

ACCESS
ALL AREAS
UK SEARCH VOLUMES FOR 'REVERSE IMAGE SEARCH' Source: Google Trends

100

80
04
AUTOMATIC
FOR THE
PEOPLE
INDEXED SEARCH VOLUME

60

40
05

20
DESTINATION:
DATA

0
18/11/2012

18/01/2013

18/03/2013

18/05/2013

18/07/2013

18/09/2013

18/11/2013

18/01/2014

18/03/2014

18/05/2014

18/07/2014

18/09/2014

18/11/2014

18/01/2015

18/03/2015

18/05/2015

18/07/2015

18/09/2015

18/11/2015

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18/11/2016

18/01/2017

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18/09/2017

17
WHAT
The increasing use of
technology to help us
IS IT? discover, imagine and
visualise in new
and different ways.
 MINDSHARE FUTURES
TRENDS * 20 1 8
WHERE HAS
IT COME

01
FROM?

We are a naturally curious bunch,
and many of us enjoy trying out
new things. Increasingly though,
life is presenting us with too
GET
SNAPPY
Whether it’s algorithms
recommending new music, virtual
assistants suggesting new recipes,
smart mirrors helping us visualise

02
many options to deal with, too an outfit or AR apps that help us
many things to choose from, and try before we buy, technology is
at times this has started to feel truly making it easier than ever

THE

overwhelming. An activity that
should be easy, effortless and fun,
can begin to feel like hard work
when there are so many things to
evaluate and consider.
GAME
EXPLORATION
to explore – helping us answer
questions such as What’s new?
What else might I like? What would
it be like to? What could this look
like?

Technology, however, is helping

03
with some of this overload –
injecting the fun, imagination and

ACCESS
ALL AREAS
inspiration back into everyday
decision making, and the
exploration of new ideas. We
still have choices to make, but
the process is being refined and
enhanced to take away some of the
unnecessary effort. It’s also starting
to address some of those unmet
needs that we previously had to live
04
with.
AUTOMATIC
FOR THE
PEOPLE

Technology is helping us answer

questions such as
What's new?
What else might I like?
05

What would it be like to?

What could this look like?
DESTINATION:
DATA

19
The Exploration Game
HOW IS IT
DEVELOPING?
We can see this trend developing in a number of areas:
DISCOVERY AND INSPIRATION
Traditionally many of us have
turned to our family and friends for
inspiration. Increasingly though,
technology is being used as an
alternative source of discovery for
all things new, to the extent where
it is now beginning to replace some
of those more established face-to-
face encounters.
The range of digital behaviours
that people are starting to adopt
in this space is varied. Algorithms
are the best established, and
work well for many. As one of our
respondents explained, “For finding
a new series to watch on Netflix, it
is awesome and pretty accurate.”
Our broader sample agreed, with
more than 8 in 10 people claiming
that the recommendations they
used currently were acceptable
or even better. We can expect to
see this use of algorithms become
even more widespread over
the coming year; over 900,000
companies across the globe are
expected to be using AI in one
form or another by 2022 so there
will be multiple developments
in this space. AI will shape and
influence increasingly divergent
decision areas, many of which are
far removed from the more familiar
content recommendations of today
– from apps like Lola which offers
travellers real-time access to a
personalised booking service for
flights, hotels and cars, through to
in-store personal assistants to guide
our shopping experiences, through
to meal planning apps such as
PlateJoy, which offers cooking tips,
menu planners and shopping lists,
all based around our health and
taste preferences, and our activity
levels throughout the day.
Social media, particularly using
more image-based content, is
also playing a strong discovery
role, especially amongst younger
age groups. This area is rich in
developments that enable not only
serendipitous discovery, but also,
increasingly, direct action; creating
multiple new buying opportunities
for people, in a seamless and
smooth fashion. Instagram, for
example, ran a relatively small scale
test of shoppable posts in the US
and have recently expanded their
offering to include the retailers who
work with Bigcommerce.
The rise of image recognition is also
helping to fuel this new world of
discovery. Now AI can ‘read’ images
more effectively, this opens-up a
whole new data stream that can be
used to identify potential preferences.
Amazon Look takes photos of your
outfits and uses AI to offer advice
or find similar suggestions. Many
companies have also been working
hard to improve their visual search
functionality. Pinterest, for example,
can now isolate different items within
an overall image, making it easier
to seamlessly unpick the details
about a range of products featured
within a single image, or to buy
different items. The recently launched
Snapchat Context cards, are fuelled
by an information partnership with
TripAdvisor, Foursquare, Michelin,
Goop, OpenTable, Uber and Lyft.
The service takes images that have
been uploaded by everyday users
and automatically connects them
to a range of helpful details such as
opening hours, reviews, reservations,
contact information and more (see
Get Snappy for more on image
recognition and visual search).

IMAGINATION AND
VISUALISATION
We will start to imagine and
visualise things using technology
such as digital assistants, smart
mirrors and augmented/virtual
reality.
One of the key imagination areas
where we will see developments
is around fashion and clothing.
Smart mirrors are being used
for wardrobe inspiration both
in and out of the home helping
people to preview new clothes,
blend in new purchases with their
existing wardrobe, and put clothes
combinations together. Gap’s
Dressing room app, for example,
allows users to customise a virtual
3D model of their proportions and
preview outfits.
A good few companies have
started to use Augmented Reality to
help their customers visualise their
products, too. This is an area set for
rapid growth as the big technology
companies make AR platforms more
accessible for people – mainly
through mobile in the immediate
term or later through new devices
such as smart glasses – combined
with providing developer kits that
give brands the tools to play with
and create easily.
MINDSHARE FUTURES
TRENDS * 20 1 8
Apple, in particular, have focused
specifically on improved AR
capabilities in their latest iOS
update and phone releases, and
they are pushing the technology
development hard with ARKit. Tim
Cook, of Apple, is a fervent convert,
01
comparing AR to the introduction of
Apps; “There was this initial round
GET
SNAPPY
of apps, and people looked at them
and said ‘this is not anything…’ and
then step by step things start to
move… and now you can’t imagine
your life without apps. AR is like
that. It will be dramatic.” Google
have also developed a similar
02
proposition in ARCore. Apps such
as Ikea Place have been built using
these technologies, placing the
THE
GAME
EXPLORATION
latest items from the catalogue into
your home surroundings so you can
see how they might look.
03ACCESS
ALL AREAS
04
AUTOMATIC
FOR THE
PEOPLE
05
DESTINATION:
DATA
21
The Exploration Game
EXPERT OPINION
Will AR go mainstream
for brands in 2018?
BECKY POWER
CREATIVE DIRECTOR
Mindshare
YES
Augmented Reality was brought into the mainstream
in 2016 with Snapchat Lenses and Pokémon Go but
brands didn’t use it for much more than its novelty
appeal. Now we are starting to see an exploration
of AR for applications that are much more useful to
consumers.
The sectors that are leading the way – fashion &
beauty, furniture, and automotive – all have products
that are difficult to choose online, so it’s no surprise
that they are all looking at tools that might increase
conversion.
You can see if the shoe fits, the curtains clash, the
alloys look good, or the foundation is going to give
you a Strictly tan, simply by using your smartphone.
Virtual sampling makes you feel as if you already have
the product in your hands and creates what is known
as the ‘endowment effect’. This is the perception of
value that comes from feeling ownership of a product,
and recent studies show that this effect can also be
created by interaction with virtual products. So, if you
can visualise that armchair in your room it feels as if it is
already yours, and you will be more likely to purchase.
You can see if the shoe fits,
the curtains clash, the alloys look
good, or the foundation is going
to give you a Strictly tan, simply by
using your smartphone.
Having spent many years developing digital retail
experiences for cosmetics and cars, these are two
categories that I find particularly interesting. Within
these categories, AR has allowed many brands to
develop tools that have proved elusive online for years.
With Modiface, Estée Lauder and Sephora have shown
that it’s genuinely possible to choose a new lipstick
online, one that actually suits you when it arrives. And
the quality of the recent BMW Snapchat World Lens
shows that we might – finally – have found the way to
create the perfect car configurator.
We might not quite reach ‘mainstream’ in 2018
but if brands continue to develop these useful AR
applications that make online purchase easier, we are
going to get pretty close.

FRAZER HURRELL
CREATIVE
TECHNOLOGIST MAYBE
RYOT Labs
For now, it’s a maybe. I believe brands will adopt AR
and begin using it as a storytelling tool very soon, but
there are some barriers to entry which need to be
overcome before AR will become second nature for
consumers.
For me the most engaging AR experience is via a
headset, not having to hold a device in front of you to
experience the content.
Apple applied for their AR glasses patent in 2008, and
a decade later we are seeing their plans culminate
with the release of ARKit and the creation of their AR
ecosystem. Now with Apple’s recent acquisition of the
Vrvana mixed-reality headset, they look to be set to
bring AR into the mainstream
ARKit – the software behind Apple’s ecosystem – will
work on any device above the iPhone 6s but requires
an update to iOS11 before it will work. Historically it
can take up to a year for the majority of the devices
to switch to the new operating system, so we can
expect there to be an audience of up to 400 million AR
enabled devices by the end of 2018. When you add the
Google Pixel audience to the mix there is no doubt that
the scale is there.
There are expensive devices out there already like the
Hololens but these are aimed squarely at enterprise
market so it’s my belief that until someone like Apple
completes their AR ecosystem with a beautifully
designed form factor that people will adopt en masse
we won’t reach the tipping point where brands will
begin creating content to reach consumers with
marketing messages at any great scale.
I believe that 2018 will be a year where we see brands
experimenting more with this new form of storytelling
and AR will go mainstream within the next few years.
MINDSHARE FUTURES
TRENDS * 20 1 8
MARIE STAFFORD
EUROPEAN DIRECTOR
Innovation Group
JWT, London
NO
Snapchat bunny-ear filters and Pokémon Go have
offered an enticing glimpse of augmented reality.
The future promises a new way of engaging with
technology, truly blending the physical and the digital.
Apple CEO Tim Cook says he’s so excited about it, he
01
wants to scream. And while I’m not sure 2018 will see
true mass adoption, it is certainly a key milestone on
GET
SNAPPY
AR’s journey from niche to mainstream.
One of the key drivers that will set AR on a path
to everyday reality is accessibility. The launch of
developer platforms from both Apple (ARKit) and
Google (ARCore) means that AR technology will be
quickly integrated into devices and platforms that
02
millions of us already own and use. Facebook’s AR
Camera Effects will swell the potential audience further,
THE
GAME
EXPLORATION
adding users of Messenger, WhatsApp and Instagram.
Putting AR in the pockets of millions, rather than
requiring users to shell out on new hardware, will give
the technology a significant push and will help drive
consumer awareness of its capabilities.
03
Some brands are already using AR to build
engagement and create useful and compelling
experiences, like IKEA with its Place app that allows
ACCESS
ALL AREAS
shoppers to visualise products in situ. And practical
tools will encourage uptake; like Blippar’s AR City
wayfinding app that overlays 3D directions on the real
world, which is currently in beta.
But what will really drive adoption is compelling content
that builds habitual use, and that will take time. AR puts
a strain on battery power too, which may deter frequent
use, so this problem will need to be solved. Finally, if
04
AUTOMATIC
FOR THE
AR becomes second nature to us, consumers won’t PEOPLE
want to be holding their phones up indefinitely. The
next step is probably headsets that allow users to go
hands-free. These will need to be good enough that
we want to wear them, whilst offering high performance
and affordability – not an easy ask.
05
Nevertheless, 2018 will be seen as a pivotal year.
Developers will start to hone their skills in AR,
brands will experiment and consumer appetites will
DESTINATION:
DATA
undoubtedly be whetted.
23
The Exploration Game
IN THIS SPACE
1 IKEA PLACE
AR-enabled app that allows users to
scan a room and ‘place’ IKEA furniture in
it to show how it would look.
2 HOUZZ VIEW IN MY ROOM 3D
Allows users to place multiple products
within their actual rooms.
3 AR MEASUREKIT
Lets users measure the distance between
two points, helping visualise angles,
heights, and how big an object is.
4 PLATEJOY
Meal planning app, asks users for data
about their health and taste preferences
before churning out recommendations
and cooking tips.
7
5 COVETLO
Profiles buyers’ online personalities and
builds product recommendations based
on their interests and social behaviour.
6 SPOTIFY DISCOVER
WEEKLY
Algorithm-driven curated weekly playlist,
personalised individually to each of
Spotify's 140m users.
7 YOOX NET-A-PORTER
GROUP
Developing a virtual stylist that draws on
past work of the company’s stylists as
well as customer preferences to suggest
outfits and complementing products.
8 UBEREATS
Offers personalised menu
recommendations, based on a user’s
‘taste profile’ – taking into account
previous orders and restaurants.
9 SEPHORA
Sephora's mobile app and website have
a feature that allows users to apply
virtual cosmetics to their faces.
10 NORTH FACE
In-store VR headsets loaded with
footage of Yosemite National Park
and the Moab desert to get shoppers
excited about outdoor adventure.
11 BLIPPAR AR CITY
Harnesses both AR and computer vision
to allow users to access information
and content as they travel and navigate
around cities.
12 FACEBOOK LOCAL
Combines events and permanent places
to a single search engine powered by
its 70 million business pages, reviews
and friends’ check-ins.
 2

4
9

11
5

3
10

1
6

12

DESTINATION: AUTOMATIC ACCESS THE GET MINDSHARE FUTURES

TRENDS * 20 1 8

25
DATA FOR THE ALL AREAS EXPLORATION SNAPPY
05 04 03 02 01
PEOPLE GAME
The Exploration Game
WHERE NEXT?
“I think this is the way technology is going
these days. It means you can visualise new
products from the comfort of your own home
without even having to move.”
Whilst technology based discovery
is starting to see mainstream
adoption, the use of digital for more
imagination or visualisation based
tasks is still in its infancy for many.
This is partly because it’s difficult to
understand or perceive the benefits
it offers without having experienced
it. However, once experienced,
the benefits are appealing. As one
of our respondents explained; “I
think this is the way technology is
going these days. It means you can
visualise new products from the
comfort of your own home without
even having to move.” We may
need to rely on word of mouth via
either traditional means or social
media to spread the word about
these applications.
For the future, we should also look
beyond mobile for inspiration.
Virtual, augmented and mixed
reality using a headset or glasses
will be an area to keep an eye on.
Although some VR and AR glasses
and headsets are already here (and
been and gone – Google Glass),
the technology does still not live
up to consumer expectations and
is not quite accessible enough for
mainstream use yet. With time and
more developments in this space,
this situation will change. The big
technology companies, such as
Facebook with Oculus Rift, are
investing heavily in this area, albeit
somewhat secretively. There are
rumours of a smart glasses launch
next year from Amazon, which will
have Alexa baked in. With over
$2bn dollars of investment to date,
much of this from Google, Magic
Leap seems to be one of the most
hyped and invested in AR projects
thus far and although we are yet to
see anything tangible, there are also
rumours of an imminent headset
on its way, which will no doubt
be a game changer. Having said
this, it will take some time before
these types of headset become
mainstream and people see a
purpose for them, but when they do
take off, there are exciting times for
brands ahead.
 MINDSHARE FUTURES
TRENDS * 20 1 8
WHAT THIS
MEANS FOR
BRANDS

01 GET
SNAPPY
01
INITIALLY, MOBILE WILL BE AT
THE HEART OF MANY OF THESE

02
MOMENTS OF EXPLORATION.
Make sure you design your ideas
with mobile in mind, and audit the

THE

GAME
EXPLORATION
entirety of your customer’s mobile
experience within the decision
experience

02

03
A THOROUGH UNDERSTANDING
OF HOW CONSUMER NEEDS

ACCESS
ALL AREAS
VARY THROUGHOUT THE
DECISION EXPERIENCE IS
ESSENTIAL
This will help identify the right
moments for inspiration or
imagination

04
03
AUTOMATIC
FOR THE
PEOPLE
TRIAL EARLY FOR STAND OUT
AND TO MAXIMISE THE NOVELTY
AND ENGAGEMENT FACTOR.
Exploration Game gives brands the
opportunity to create playful, exciting,
and engaging activities. Companies
05

who trial early will benefit not only

from stand out but especially from
the novelty and engagement of the
DESTINATION:
DATA

experience, before they become too

mainstream

27
The Exploration Game
BACK IN THE
REAL WORLD
Top 10 Takeouts
01
Seven in ten people click
on content that has been
recommended to them
online, rising to eight in ten
for millennials and nine in
ten for Gen Z
02
Technology is beginning to
be accepted as a source of
discovery, with over a third
of people finding these
kinds of recommendations
for new products and
services really helpful
03
People are increasingly
willing to click
on algorithmic
recommendations
because of positive past
experiences. Eight in ten
describe the accuracy of
these recommendations as
acceptable or better
04
Those that are heavier
users of technology for
exploration, have moved
away from face to face
recommendations as a result
05
Almost half have found
themselves turning to
technology more often for
inspiration, and over a third
take screenshots of things
that inspire them
06
Almost three quarters of
people believe that being
able to visualise goods and
services before purchasing
them is helpful
07
Over a third of females
believe that they would find
AR technology helpful to
visualise what makeup and
clothing might look like on
them, before they purchase
08
Despite positive attitudes
towards the concept of
visualising goods and
services, actual experience
of using AR remains low.
Consistent with last year,
only a third of the population
say that they have tried it
09
Experience of AR
technology differs
significantly by age group
and locality. Over three
quarters of 18-24 year olds
have tried AR technology
and 42% of people in urban
areas have tried AR versus
only a quarter in rural areas
10
Exploration Game is a trend
that evoked particularly
positive feelings
RELEVANCY UK EMOTION

MINDSHARE FUTURES
TRENDS * 20 1 8
HOW RELEVANT TO YOU IS THIS TREND? HOW DO YOU FEEL ABOUT WHERE THIS
TOPIC COULD GO IN THE FUTURE?

EXCITED
5%

01
ENTHUSIASTIC
9%

GET
SNAPPY
INTERESTED
30%

02
INDIFFERENT
26%

THE

GAME
EXPLORATION
APPREHENSIVE
15%

03
UNCOMFORTABLE
10%

ACCESS
ALL AREAS
WORRIED
KEY
5%
NOT AT ALL VERY RELEVANT
RELEVANT TO ME TO ME

LIFE CYCLE 04
AUTOMATIC
FOR THE
PEOPLE
8%
2%
PEAK
26% DECLINING
05

STILL
38% GROWING
26%
DESTINATION:
DATA

EARLY
TREND
BRAND
NEW TREND

29
 The Exploration Game

BACK IN THE
REAL WORLD
Stats & Facts
DISCOVERY AND INSPIRATION

find it very helpful when

41% technology recommends
them new products/services 54% 58%

agree they're using

48% technology more often these
days to find inspiration 59% 61%
PARENTS 18-24s

It removes a lot of the guesswork involved click on what

71%
in looking for things yourself, and with the has been
overwhelming amount of choice available, it's recommended
a lot easier to just be told what you might like" for them online
Female, 30-34, London

find

83%
If they had the algorithms bang on, it would algorithms
accurate
be brilliant, but I don't think it's there yet"
enough
Male, 25-29, London (Tech-savvy)

CONVERSATIONS ABOUT AUGMENTED AND VIRTUAL REALITY

SEARCHING FOR UK, TWITTER, INSTAGRAM, BLOGS, FORUMS AR VR

200K
PLAYSTATION VR
180K HEADSET RELEASE
160K AND REVIEWS
VOLUME OF POSTS

140K
120K
100K DISCUSSION OF
OCULUS RIFT VR
80K HEADSETS
60K
40K
20K
0
JAN 2013

MAR 2013

MAY 2013

JUL 2013

SEPT 2013

NOV 2013

JAN 2014

MAR 2014

MAY 2014

JUL 2014

SEPT 2014

NOV 2014

JAN 2015

MAR 2015

MAY 2015

JUL 2015

SEPT 2015

NOV 2015

JAN 2016

MAR 2016

MAY 2016

JUL 2016

SEPT 2106

NOV 2016

JAN 2017

MAR 2017

MAY 2017

JUL 2017

SEPT 2017

Source: Crimson Hexagon

 MINDSHARE FUTURES
TRENDS * 20 1 8
IMAGINATION AND VISUALISATION

I think this is the way technology would find it helpful

is going – you can visualise new
70%
to be able to visualise
products from the comfort of your own goods/services before
home without even having to move!" purchase

01
Male, 25-29, London

GET
SNAPPY
PEOPLE WOULD FIND AR TECHNOLOGY USEFUL FOR…

46%
SEEING WHAT NEW FURNITURE
MIGHT LOOK LIKE IN THE HOUSE

02
GETTING ADDITIONAL INFORMATION
42%

THE

GAME
EXPLORATION
ABOUT A PRODUCT

SEEING HOW CLOTHES WILL FIT

41%

40%
VISUALISING HOW MAKE-UP WILL

03
LOOK ON THEM (WOMEN ONLY)

ACCESS
ALL AREAS
27%
DISCOVERING A CAR WITHOUT
GOING TO A SHOWROOM

The furniture
34% have
tried AR and the car
AR – good for
04
experiences,
AUTOMATIC
FOR THE
rising to 76% PEOPLE
comparisons, but
34% 76% of 18-24s I would still need
ALL 18-24s to visit the store to
ADULTS
see the quality and
feel of anything I
05

was purchasing"
I think AR will in the Female, 55-64, Southeast
DESTINATION:
DATA

future be part of everyday

life, but how it would be
delivered won't necessarily
be through glasses"
Male, 25-29, Scotland

31
WHAT IS IT?
Smooth and seamless access to
everything, with new devices that
link up more effectively, fuelled by
a supercharged infrastructure.
 MINDSHARE FUTURES
TRENDS * 20 1 8
01 GET
SNAPPY
WHERE HAS
IT COME

02
FROM?

THE

Historically, the devices in our lives
have been made for a particular
purpose or to address a specific
GAME
EXPLORATION
Information, products, services
and people are only a few taps or
swipes away. Coupled with this is

03
issue. We have always relied on the move away from ownership to
them for a range of domestic and access. We observe this especially
personal tasks. with the younger generations who

But the mobile phone has changed
the notion of a device and our
expectations have raised with it.
Through digital advancement and
proliferation, mobile has become
the fulcrum around which our lives
pivot.
ACCESS
ALL AREAS
see more of a benefit in being
able to stream a movie or order
an UBER from wherever they are
than actually owning a physical
product. This level of access and
connectivity is set to become even
more pervasive, as we go beyond
the mobile device. 04
AUTOMATIC
FOR THE
PEOPLE

Our mobiles have made us

more and more accustomed
to accessing almost anything
we want, whenever and
05

wherever we want it.

DESTINATION:
DATA

33
Access All Areas
HOW IS IT
DEVELOPING?
NEW DEVICES
This trend towards access
everywhere is only set to increase
as we see a plethora of multi-
function devices coming into the
market. Already the likes of Google
Home, Amazon Echo and in-car
assistants are emancipating our
fingers and positioning voice as
the primary initiator of our many
needs. Both Google and Amazon
are not only aiming to distribute
their voice assistants across all
of their own hardware but also
integrate it into as many devices
and places as possible through
third party licencing. At last year’s
Consumer Electronics Show (CES)
there were thirty separate hardware
integrations of Alexa announced.
Hearables such as Apple’s AirPods
or Google’s Pixel Buds will enable
greater access to information on
the go. Next year, we can also
expect to see another attempt at
smart glasses from either Amazon
or Apple, which will enable extra
layers of information to be accessed
in the world around us. Meanwhile,
as the nascent smart home gets
smarter and more household
devices become connected, and
empowered, it will contribute to
new paradigms of available access.
Home and away will merge, as
control of our property or devices
is no longer limited by physical
location.
 MINDSHARE FUTURES
TRENDS * 20 1 8
01 GET
SNAPPY
02 THE

GAME
EXPLORATION
03
IMPROVED INFRASTRUCTURE

ACCESS
ALL AREAS
All of this is both driving and
is supported by infrastructural
improvements. Connectivity will
continue to improve as the number
of Wi-Fi points in public spaces
grows, 5G appears on the horizon
for 2020, and efforts to improve
mobile and broadband coverage in
rural areas bear fruit.
04
AUTOMATIC
FOR THE
PEOPLE
The government is quite rightly
thinking of broadband and mobile
as the 4th utility and £1.7 billion of
public funding is being invested
in delivering broadband across
the country. This will be much
05

welcomed by people over the next

few years, as connectivity does not
quite live up to our expectations
DESTINATION:
DATA

currently in the UK. Almost half of

those we surveyed were willing to
pay a single fee (like a TV license
fee) to ensure they are always
connected to the internet no matter
where they are or what device they
are using.

35
 Access All Areas
EXPERT OPINION
Can a brand achieve a truly
seamless experience given the
many tech eco-systems and
devices it will have to navigate?
NORM JOHNSTON
, GLOBAL CEO MINDSHARE FAST
& GLOBAL CHIEF DIGITAL
OFFICER, Mindshare
MAYBE
Today, access to increasingly diverse elements of your
life is primarily driven by you and your smartphone:
restless, Uber; lonely, Tinder; hungry, Deliveroo. In short,
lots of typing and swiping.
In the future, this access will increasingly be done
by voice and via your chosen artificial companion:
Amazon’s Alexa, Microsoft’s Cortana, Alibaba’s Duer,
Apple’s Siri, or Google’s unimaginatively named
Assistant to name a few. We will be moving from clicks
to conversations, from individual apps to synchronous
experiences, from latent actions to predictive
intelligence.
And increasingly, we can expect this access to become
untethered from your phone. Alexa is already making
appearances in TVs and washing machines. 32% of
new mobile connections in the US are automobiles
not phones, many equipped with Alexa. In the future,
people may view the the 10th anniversary-fuelled launch
of Apple iPhone X as the beginning of the end of the
smartphone era. In ten years, in parts of the world,
smartphones will not dominate our lives the way they do
now.
Herein lies the challenge for brands. In a world where
access will increasingly be controlled by AI and
synchronized into vast ecosystems of connected things,
marketers must work harder than ever to crack the
algorithm and ensure their products, content, utilities,
and experiences are the ones supported by Siri as she
answers your queries, guides your life, and increasingly
acts on your behalf.
The inevitable question is whether these assistants
and ecosystems will work together? Will your Alexa-
infused Samsung washing machine talk to your Siri-
managed LG dryer? Will marketers be required to
develop and replicate products and experiences for
multiple ecosystems, or will a League of Ecosystems
emerge enabling peace and cooperation amongst AI?
If that peace doesn’t emerge, marketers will be faced
with expensive replication, or pledging allegiance to
one ecosystem that perhaps best reflects its target
audiences and brand ambitions, e.g., Apple for premium
products or Amazon for the masses.
The inevitable question is whether
these assistants and ecosystems
will work together? Will your
Alexa-infused Samsung washing
machine talk to your Siri-managed
LG dryer?

SIMON GOSLING
FUTURIST
Unruly YES
In our connected Home at Unruly, Siemens Home
Connect controls the kitchen appliances, Samsung’s
SmartThings the Family Hub fridge, Google’s Nest
Thermostat and Camera and Protect make it feel cosy
and secure, while Nokia Health’s scales and wearables
ensure we keep healthy and active.
With so many tech ecosystems to navigate, can a
brand achieve a truly seamless experience? For me,
the answer is yes – albeit one where you have to hop
between apps or voice-controlled devices to do so.
To make this happen marketers will need to deploy
multi-channel strategies across a number of screens
and appliances made up of different ‘micro moments’.
These could include:
‘Want to Know’ – Someone might ask, “Hey Google!
What bike did Chris Froome use to win the Tour de
France?” Once being told it was the Pinarello Dogma
F10, they could then ask, “find me the best deal on this
item”.
‘Want to Explore’ – You can then ask your smart
speaker to cast a video of the item to a screen.
Augmented reality is becoming standard on the latest
mobile phone releases, thanks to Apple’s ARKit and
Android’s ARCore. Soon, you will be able to ask your
smart speaker to send a Hologram to your device,
allowing you to explore a product in more detail. Ikea
and BMW are already doing this with their Ikea Place
and BMW i Visualiser apps.
In addition to Video and AR, visual search is also on
the rise. ASOS recently introduced visual search to its
native app, while eBay’s ShopBot enables consumers
to snap a photo of a desired item and buy it – or
something similar – immediately.
‘Want to Buy’ – Once satisfied, simply click buy on the
device, or say, ‘add to basket’, to your smart speaker.
These ‘micro moments’ offer brands the opportunity to
deliver a seamless, immersive shopping experience.
With the advent of faster processors and 5G arriving in
2020, that’s set to become even faster and ever more
fluid.
MICHAEL NICHOLAS
GLOBAL LEAD CONNECTED
YES
MINDSHARE FUTURES
TRENDS * 20 1 8
SOLUTIONS
Kantar TNS
There is no doubt that connected devices, and
especially the smartphone, have had a transformative
effect on our lives: pick an adult internet user in the UK,
and they will almost certainly own one (91% already
do). To complement the ubiquitous handset, ownership
of other connected devices is still in a nascent stage,
but their appeal is growing: in the UK currently
01
10% own a smartwatch, 8% a voice device. Brands’
expertise around how to use these devices to improve
customer interactions is improving daily, but a truly
GET
SNAPPY
seamless experience relies on a far more fundamental
force than the technology available: people’s
willingness to share their data.
Much has been said about the legal obligations for
brands in Europe after the introduction of GDPR in
02
May next year – but a lack of consumer trust in the
developed world is a genuine threat for brands’ future
plans. Events of the past 12 months mean that the
THE
GAME
EXPLORATION
launch of new services, products, and ways of targeting
consumers will not go unquestioned. Intense public
discussion about who knows what about us, has
created a climate of suspicion. As consumer awareness
and knowledge grows about how devices collect
information on us, people will question not simply
whether their data is being stored safely, but also
03
whether it’s being used in their best interests.
ACCESS
ALL AREAS
Across Europe and North America, there is deep concern
about how these devices are using our personal data:
54% of UK internet users completely object to devices
collecting information on them, despite the benefits it
could bring to lives. This elevates the discussion of device
ecosystems beyond a question about functionality, to a
much wider cultural issue.
People expect the data collected about them will result
04
in increased convenience, better customer service, or
AUTOMATIC
FOR THE
PEOPLE
perhaps cheaper products. Instead we are met with
bad retargeting, intrusive ads, and a creeping suspicion
that our data may be used against us. There is a feeling
that we are trapped in an unfair exchange.
To build a truly seamless experience, therefore, brands
05
need to start with winning back consumer trust, and
from there develop out a clear consumer journey
across devices and eco systems. Brands should see
DESTINATION:
DATA
this edgy climate as an opportunity to build a USP in a
crowded marketplace, and the key to success is to be
transparent and communicate a clear benefit back to
their customer at every stage. Allay people’s concerns
by explaining how and why the data is being collected
and used, and they will begin to trust again, paving the
way for a more connected future.
37
Access All Areas
IN THIS SPACE
1 IBM / GENERAL MOTORS
Watson is now integrated into the car
maker’s OnStar infotainment service,
which enables it to make personalised
dining recommendations or send
reminders.
2 HIMIRROR
Smart mirror that analyses and keeps
track of how you're taking care of your
skin, and gives you tips on makeup and
keeping your skin healthy.
3 JOON
Air France-owned airline aimed at
millennials, offering access to in-flight
entertainment through personal devices,
and VR headsets.
4 ARQIVA
Install Wi-Fi spots and 4G/5G cells into
street furniture to boost connectivity
in areas of poor connectivity or high
demand.
5 PROJECT SQUARE MILE
Part of a million-pound investment
to launch a city-wide 5G network in
London.
10
6 GOGO
Provides leading in-flight Wi-Fi,
comparable to what passengers have
on the ground, to 17 airline partners and
over 2,500 commercial aircrafts. 2
7 FORD
Ford is bringing fast, wireless internet
to all of its 2018 vehicles, allowing
passengers to stream movies, music and
more.
8 SAMSUNG PROJECT
AMBIENCE
Brings Samsung's digital assistant Bixby
to any connectable device, making them
work together and recognize different
users.
9 AMAZON AND MICROSOFT
Announced a partnership to allow their
respective voice assistants, Alexa and
Cortana, to speak to one another.
10 GOOGLE PIXEL BUDS
Wireless headphones with built-in
Google Assistant, enabling them to push
notifications, and offer real-time voice
translation.
 1

7
9
6
8
3

4
5

DESTINATION: AUTOMATIC ACCESS THE GET MINDSHARE FUTURES

TRENDS * 20 1 8

39
DATA FOR THE ALL AREAS EXPLORATION SNAPPY
05 04 03 02 01
PEOPLE GAME
Access All Areas

WHERE NEXT?
Over the next few years, the device, regardless of
form, will still act as the focal point or conduit to
what consumers want to access or achieve.
One of the challenges to more seamless
experiences will be the walled garden ecosystems
being built by the big digital companies (GAFA)
and the limits of cooperation between platforms.
Certain services will inevitably function more
smoothly across the Amazon ecosystem,
and others within Google’s.
This is unlikely to change soon.
People do find it hard to imagine outputs seamlessly. Sensors will There will be some people of
a future where we aren’t reliant be embedded in everything and course that do not require or want
on a screen, but further in the any surface could be a screen, this level of connectivity. They
future, we expect to move to an microphone or button. Technology will need to actively opt out for
era of ‘ambient computing’ as will cater for our needs automatically this to happen as things gradually
tasks increasingly decouple from by sensing our presence, automatically connect all around us.
the concept of requiring a device predicting and responding with no
to do it. Eventually we will start need for commands, syncing or There will also inevitably continue
to think beyond devices, as we controlling. Whatever we require to be times where we just need
are surrounded by interfaces that will be presented to us in a manner a break from connectivity. Value
are so well integrated – in our that best suits the immediate will be placed around moments of
home, our cars, our workspaces environment, intuitively adapting to ‘dis-connectivity’ as these become
– they simply exist all around us, our needs in any particular context. increasingly hard to come by as
capturing our input and desired we take advantage of all of that
technology has to offer.
 MINDSHARE FUTURES
TRENDS * 20 1 8
WHAT THIS
MEANS FOR
BRANDS

01
FOCUS ON CONSISTENCY
OF BRAND EXPERIENCE AND
GREATER FLUIDITY BETWEEN
CHANNELS
01 GET
SNAPPY
03 04
BALANCE PERSONALISED AND DON’T CHOOSE SIDES TOO
COMMUNAL EXPERIENCES EARLY
As consumers can flit between Many of the global tech players
devices, picking up conversations are battling it out by creating their

02
As new platforms and new types of and content from where they left own ecosystems in the hopes
interactions between brands and off, they will move between one of attracting loyal consumers.
consumers are opened up, it will

THE

be important for brands to achieve
consistency of brand experience
across all these different platforms
as well as greater fluidity between
channels.
to one conversations with brands
and larger mass experiences
with lightning speed. Brands
need to work out the appropriate
balance between the personal
and communal, and have the
technological capabilities and
GAME
EXPLORATION
Remember that your consumer is
your main focus – be wherever
you think they are. It’s up to them
to decide through which platform
or device they want access to you.
They are ultimately the ones who
will decide the real winners in the

03
emotional intelligence to know great access game.

02 how and when they should be

deployed.

ACCESS
ALL AREAS
HIGHER EXPECTATIONS TO
TAILOR TO THE CONTEXT
Easier and smoother access to
content means a higher expectation
of when and where people can
interact with your brand. Brand
content needs to be tailored to the
context with much greater subtlety
to meet raised expectations.
04
AUTOMATIC
FOR THE
PEOPLE
05
DESTINATION:
DATA

41
Access All Areas
BACK IN THE
REAL WORLD
Top 10 Takeouts
01
Currently smart phones
are central to our lives and
a key device for internet
connection, but over half of
people welcome the idea of
connecting to the internet in
lots of new ways
02
Four in ten like the idea of
a future with lots of new
connected devices. This
rises to over half of Gen Z
and millennials while for
older generations, more
connected devices are just
more things to learn
03
If people could invest in
any connected device of
the future, driverless cars
and connected household
devices would be their top
choices
04
People find it difficult to
visualise the future of
connectivity. Over half
struggle to see a future
where we aren’t reliant on
screens
05
Connectivity and access
have shifted from a nice to
have, to a basic need. Six in
ten believe it is important to
be connected the internet
whenever and wherever
you want
06
Constant connectivity
would be welcomed in the
form of more free Wi-Fi
points and a single fee to
ensure connection across
location and devices
07
Connectivity is an even
bigger priority for those
in rural areas with over
a third calling for better
connectivity in and around
their homes
08
There are still over a quarter
of urbanites that would
simply welcome better
connectivity at home and on
public transport
09
Despite this outlook
of a more connected
future, people want the
opportunity to disconnect.
Concerts, events and meal
times are still moments that
over six in ten would prefer
to experience completely
disconnected
10
Increased access in the
form of new devices and
greater connectivity is the
trend that people are most
interested in and excited
about for the future
RELEVANCY UK EMOTION

MINDSHARE FUTURES
TRENDS * 20 1 8
HOW RELEVANT TO YOU IS THIS TREND? HOW DO YOU FEEL ABOUT WHERE THIS
TOPIC COULD GO IN THE FUTURE?

EXCITED
6%

01
ENTHUSIASTIC
9%

GET
SNAPPY
INTERESTED
31%

02
INDIFFERENT
20%

THE

GAME
EXPLORATION
APPREHENSIVE
18%

03
UNCOMFORTABLE
10%

ACCESS
ALL AREAS
WORRIED
KEY
6%
NOT AT ALL VERY RELEVANT
RELEVANT TO ME TO ME

LIFE CYCLE 04
AUTOMATIC
FOR THE
PEOPLE
11%
3%
PEAK
32% DECLINING
05

STILL
38% GROWING
17%
DESTINATION:
DATA

EARLY
TREND
BRAND
NEW TREND

43
Access All Areas

BACK IN THE
REAL WORLD
Stats & Facts
NEW WAYS OF CONNECTING TO THE INTERNET

can't imagine a time welcome the idea

58% when we are not reliant
on screens
53% of connecting to the
internet in new ways

"I LIKE THE IDEA OF LOTS OF NEW CONNECTED DEVICES"

55%
47%
These advances in technology seem like
32%
a natural progression from where we are at the
moment"
18-34 35-54 55+ Male, 40-44, Scotland

Why would we want more gadgets, I don't want to start learning how
when we've got one item that is doing to use new things, I'm very content
more and more?" with what I have now"
Male, 40-44, Scotland Female, London (Low-tech)

GROWTH IN DISCUSSION OF CONNECTED WHAT ARE PEOPLE ARE SAYING

HOME DEVICES BY YEAR ABOUT HEARABLES?

600K

500K

400K

300K

200K

100K

0
2012 2013 2014 2015 2016 2017
Source: Crimson Hexagon Source: Crimson Hexagon
Data Sources: Twitter, Blogs, Forums, Instagram Data Sources: Twitter, Blogs, Forums, Instagram
 MINDSHARE FUTURES
TRENDS * 20 1 8
CONNECTIVITY
say that it is important
to them to be able to
59% connect to the internet
whenever and wherever
68% would welcome more
free Wi-Fi points
they want

01
It plays an important role and we
would pay a single fee use it frequently every day so why not
46%

GET
SNAPPY
(like a TV license) to have it like an essential service, such
ensure they're always as electricity"
connected to the Internet Female, 30-34, South East

RIGHT NOW, PEOPLE WISH THEY HAD

BETTER CONNECTIVITY...

02
34% 25% 33%

THE

GAME
EXPLORATION
27%
ALL ADULTS ALL ADULTS
RURAL AREAS URBAN AREAS 21%
34% of people in rural areas 3% 2%
wish they had better internet
9%
connection at home (versus IN RURAL AT HOME ON PUBLIC IN A IN LIFTS AT

03
AREAS / TRANSPORT PLANE CONCERTS
25% in urban areas) NATURE

ACCESS
ALL AREAS
COMPLETELY DISCONNECTED OR ALWAYS CONNECTED?
DISCONNECTED CONNECTED

39% ON HOLIDAY 61%

57% IN A PLANE 43% 04

AUTOMATIC
FOR THE
PEOPLE
6% AT HOME 94%

69% MEAL TIMES 31%

27% ON THE MOVE 73%

05

60% AT AN EVENT 40%

71% 29%
DESTINATION:
DATA

AT A CONCERT

In social scenarios I would prefer I have a no tablet and no phones

to have the opportunity to switch off rule at meal times – we are there to
and enjoy the break" eat, especially as a family!"
Male, 25-29, Scotland Female, 35-40, South

45
WHAT IS IT?
As automation becomes more widespread in
everyday life, people will be thinking more
consciously about its promise of greater
convenience versus the loss of human
interaction.
 MINDSHARE FUTURES
TRENDS * 20 1 8
01 GET
SNAPPY
WHERE HAS
IT COME

02
FROM?

THE

GAME
EXPLORATION
The automation of work, and the
associated concerns about its
With 100,000
impact, is of course nothing new. chatbots on Facebook

03
The Luddites and their mythical
leader Ned Ludd were smashing
messenger, in-store
textile machines over two hundred virtual assistants

ACCESS
ALL AREAS
years ago. As we stand on the brink
of the fourth industrial revolution
guiding shopping
driven by exponential increases experiences, walk-in
in computing power, we can see
that each previous revolution, has
stores that are
brought greater levels of automation staff-free and run
- to both the workplace through
entirely by technology,
machinery and the home in the form 04
of labour-saving devices such as human interaction is
AUTOMATIC
FOR THE
washing machines and dishwashers. PEOPLE
on the decline.
Whilst much of this historic
automation has focused on journey with automation or self-
manufacturing processes or service being used to address the
specific product innovations, it multiple consumer needs that arise.
is now increasingly moving into
05

consumer-facing services. As AI and This is not a new concept – the

the associated digital and mobile ATM or automated teller machine
revolutions gather pace, consumers which signalled the demise of the
DESTINATION:
DATA

are increasingly interacting with bank cashier was first introduced in

machines to receive services that the UK in 1967 – but what is new is
once would have been delivered by both its extent and the increasingly
a human. People are being stripped conscious consumer response to
out of various roles in the consumer this ‘de-peopling’ of services.

47
Automatic for the People

HOW IS IT
DEVELOPING?
We’re on the brink of a wave of automation of
consumer services. This is becoming appar-
ent in the physical world where technology is
enabling customers to self-serve (for example,
self-service tills at supermarkets, air travel
baggage drop and self-check in or ordering
screens at McDonalds). The rise of AI has
meant automation is also coming to the pro-
vision of intangible services – robo-advisors
managing investment portfolios; chatbots
carrying out basic customer service or even
challenging parking fines and issuing lawsuits
as the DoNotPay bot does.
As automation becomes more prevalent in
everyday consumer interactions in 2018, the
consumer response will also become more
conscious and visible. For most people, the
questions raised by automation are only now
starting to become apparent as more and
more everyday interactions take place without
the involvement of a human.
Dealing with automated services prompts
a range of different thoughts and feelings.
In 2018, we expect to see greater conscious
thought being given to the gains and losses of
automation.

THE APPEAL OF CONVENIENCE
The appeal of convenience,
whether that is manifested in a
faster service with less waiting,
or delivery at a time or place best
suited to your needs, is strong and
enduring. The UK might be famed
for its adherence to the rules of
queuing, but that does not betray
an underlying love of queuing
itself. Equally, no one enjoys
waiting for a call centre operator
to become available. If automation
can truly deliver a service in a
more convenient manner – faster,
easier, more flexibly – then people
will naturally find the prospect
more appealing. 54% of those
we surveyed agreed that if faced
with the choice of a real person
or automated service, they would
go with whichever option is the
quickest and most convenient; just
under half (48%) said they wouldn’t
mind using automated services if it
meant 24/7 customer service.
In addition, we want to retain a
semblance of control. Self-service
propositions currently proving
popular are ones where we
are being presented with more
convenient choices we can take
control of, that perhaps were
not available to us before – e.g.
choosing our exact seats on a plane.

TRUST IN THE TECHNOLOGY
Despite the appeal of convenience,
many people are sceptical about
whether the promises of automation
can be truly delivered. People
often feel like they have had bad
experiences with some of the
technology and these tend to be
the ones they remember, which
has in itself has prompted more
consciousness of the situation.
There is a concern that we might
not get the service we’re looking
for and get stuck, without recourse
to a human that can help, resulting
in mounting irritation. Indeed, 43%
say that they find using automated
technology frustrating.
People often weigh up the level
of risk associated with a task and
if it involves anything complicated,
we would usually prefer to defer
automatically to a human. This
doesn’t, however, mean that people
cannot visualise a time when the
technology is up to the job. 57%
say that they can imagine a time in
the next few years when machines
can do tasks more effectively than
humans can.
MINDSHARE FUTURES
TRENDS * 20 1 8
For some people,
losing basic human
interaction, sharing a
THAT HUMAN TOUCH joke, or having a chat,
01
As automation becomes more prompts a sense of
visible, we can expect to see
greater debate about what is lost regret which may not
GET
SNAPPY
when humans are taken out of the even be consciously
process. For some people, losing
basic human interaction, sharing articulated.
a joke, or having a chat, prompts
a sense of regret which may not
even be consciously articulated.
For others, interacting with a
02
machine rather than a person will
feel like ceding control, and a
THE
GAME
EXPLORATION
narrowing of choice. For the more
reflective, automated interactions
may trigger feelings about the
wider consequences of automation
in terms of job loss and the
automisation of society, rooted in
concern about the general pace of
03
change in modern life. Having said
this, there are those who believe
that sometimes it’s just easier to deal
ACCESS
ALL AREAS
with a machine than a real person
(42%) – increasing to 53% for those
younger 18-24s.
When given the choice whether
to deal with a person or machine,
this decision is weighed up against
a variety of criteria – the task in 04
hand, what the alternative offering
AUTOMATIC
FOR THE
PEOPLE
is, the mood I am in, how confident
I feel with the technology – the
list goes on. The internal conflict
inevitably varies depending on the
situation, how automated services
are positioned and the relative roles
05
of human and machine. The point
is, these are decisions we are more
consciously making and the level of
DESTINATION:
DATA
awareness around this topic is only
set to increase.
49
Automatic for the People
EXPERT OPINION
Will increased automation
damage the relationship brands
have with their customers?
MARK BASCHNONGA
STRATEGIC PLANNING
PARTNER, Mindshare
NO
A human-first approach to automation will enhance a
brand’s relationship with its customers
Whilst there is a strong business case for automating
certain aspects of a service or product experience,
there is always the risk that a brand may lose touch
with its consumers because of this action, resulting
in damage to existing relationships. However, if a
human-first approach to automation is adopted instead,
brands can enhance the role they play in people’s lives,
resulting in a more positive outcome for all.
This human-first approach is centred around an
understanding of the audience base, and the different
groups and attitudes that exist within it. There may be
some groups with a long-standing brand relationship
who value the way they have always interacted with
it, or those who simply cannot get to grips with the
technology. It’s important to consider who, and what,
may be lost as well as gained by automation. This
shouldn’t become a barrier to development, but it
does enable us to consider how we can supplement
engagement with these people through other
touchpoints.
From here a more nuanced view is needed.
Consideration should be given to the consumer
journey, through the eyes of consumers, thinking
about mind-sets and needs at the various moments.
There will be the more pragmatic ‘I want to get it done’
moments where automation will be highly valued,
as well as more considered ‘I want to be reassured’
moments where there the human touch is needed.
Consider the connections between these moments.
Be aware of the tipping point. There will always be
instances where we feel boxed into a process with no
opportunity to talk to someone when something goes
wrong. That ‘computer says no’ moment. But equally
there will be interactions where automation becomes
the norm, and instead we will become frustrated that
the experience isn’t as hassle free as it should be.
As this point approaches, it’s those that have tested
and iterated that will be in the strongest position. With
technology developing at an exponential rate, failure is
to be expected, but fail fast, learn and improve.
Consumer interaction with brands provides valuable
insights. We have all experienced ‘your call may be
recorded for training purposes’ when calling our bank
for example but we can log, learn and adapt faster with
data from automated services coupled with machine
learning. This feedback loop not only improves the
service but helps us understand people and so
enhance our communication planning. A human-
first approach to automation can augment a brand’s
understanding of people and so conversely actually
become more human in the process.
 ALISON DAVIS
: LEAD MEDIA & ENTERTAINMENT
NO
CONSULTANT, IBM UK
In late 2016, Amazon opened a shop without
tills or cashiers, where customers simply scan
their smartphone upon entry and purchases are
automatically charged to their card on exit. This was
hailed as futuristic, but accompanied by predictions
of mass unemployment and worries about the loss of
human interaction.
In the 1920s, LaCoste invented the tennis ball machine,
raising fears that this would replace the tennis coach.
However, far from putting coaches out of a job, this
allowed them to focus on teaching the more technical
aspects of the game.
While this speaks to the power of automation to
release human being’s from mundane, repetitive and
logical tasks, it doesn’t address the fact that, in the not
too distant future, more goods and services could be
purchased through a device than via human interaction.
Since 1836, when the French newspaper La Presse
included paid adverts, the producers of goods
and services have turned to advertising, or more
specifically, brand-building, to ensure an emotional
connection with customers. By the end of 2017,
advertising will have become so central to oiling the
wheels of economic growth that over $6bn will be
spent in getting brands to the top of the consumer
shopping list. However, there are signs that the
consumer relationship with brands is changing.
DAVID ROTH
CEO EMEA & ASIA
The Store WPP NO
Trying to hold back the sands of silicon is an impossible
task. Since the ‘computer age’ first emerged, the pace
of technology has only accelerated.
Moore’s law, named after the astounding Gordon Moore
co-founder of Intel, states that chip performance doubles
every two years, today that might now be every two and
a half years. However, the resulting massive computing
power we all have with its corresponding price reduction
has given the world unprecedentedly massive computing
capability. And this pace is set to continue.
This computer power and the ways of distributing it via
the cloud and more significantly going forward at “the
edge” means the era of intelligent bots and sophisticated
voice activated devices are becoming more prevalent.
Once the domain of science fiction, they are science fact
and at the heart of the next technology battle.
I’m excited about this. Within these lies the capacity for doing
something that has been impossible, something that could
revolutionise the very essence of customer service.
MINDSHARE FUTURES
TRENDS * 20 1 8
Someone with a home hub – Alexa, Google Home
or other – can ask to hear a song by an artist without
choosing which music TV channel, streaming or
download service to use. iTunes, Spotify and even
MTV could become defunct as music brands. Does it
therefore follow that this level of automation removes
the need for branding?
01
Probably not. When customers interact with automated
services, that entity will need to exude the character or
GET
SNAPPY
brand traits expected. If using British Airways’ online
check-in facility for example, to read or hear responses
in American slang would jar with archetypally British
values. If a customer was discussing an issue with a
TV’s service with a cognitively trained chat bot, and that
bot didn’t show exemplary concern for the quality of
the TV experience, the company would quickly loose
02
its unique selling point, and the customer would likely
churn due to un-met expectations.
THE
GAME
EXPLORATION
It would therefore stand that far from automation
spelling disaster for the relationship between a brand
and its customers, marketers, and their agencies are
going to need to work hard to ensure the new ways of
interacting personify the brand’s character. From how a
brand ‘sounds’ in a voice-activated environment; to the
03
tone of the language in real-time conversations, brands
will need to come to life ensuring a seamless link
between automation and human-led experiences.
ACCESS
ALL AREAS
Move customer service from being a variable cost
04
to a fixed cost. This will have profound implications
for retailers and brands owners. Empowering them
to radically improve customer service across multi
AUTOMATIC
FOR THE
PEOPLE
dimensions. But will this algorithmic, non-human
interaction bind consumers closer to brands or drive a
wedge between them?
I believe that correctly targeted, predictive algorithms
that deliver the right, just in time help, advice and
support will turbo charge brand growth. But it’s not a
05
slam dunk.
DESTINATION:
DATA
With much deference to the great Gordon Moore, here
is Roth’s law… The most effective use of this technology
will be when algorithm meet human rhythm.
It’s the correct mix of the two that will win out. It’s a new
skill that we are going to have to learn. Best get started
for 2018.
51
Automatic for the People
IN THIS SPACE
1 CAFE X
Customers can order coffee through a
mobile app or through iPad-powered
kiosks and get it made by a robotic arm.
2 AMAZON GO
Scan the Amazon app when you walk
in, grab your products, and walk out – a
range of technologies will make sure you
pay the right amount.
3 DONOTPAY
AI chatbot that provides legal advice for
issues like parking tickets, challenging
fraud charges, and even applying for
maternity/paternity leave.
4 SIRIUSBOT IN JAPAN
Robot designed to help direct customers
around department stores and assist in
other retail tasks.
5 WEALTHSIMPLE ROBO
ADVISOR
Automated technology that gives
financial advice tailored to an individual,
so that they can manage their wealth
effectively.
6 KFC SELF ORDERING KIOSKS
Recognition kiosks interpreting not just
voice, but also gestures, so consumers
can place orders quickly.
7 KINDRED INTELLIGENT ROBOT
AI robot that learns tasks using human
virtual-reality ‘pilots’ – if the robot’s
algorithm cannot find a solution, it will
call for human assistance.
8 BRITISH AIRWAYS
The first UK airline to launch biometric
self-service boarding – passengers
present their boarding pass and their
faces are matched to the digital scans
recorded at the security gates.
9 KAYAK’S LOLA APP
Delivers a combination of AI chat
functionality and a team of travel agents
who help visitors plan their travel.
 1

5
6

8
4

9
3

DESTINATION: AUTOMATIC ACCESS THE GET MINDSHARE FUTURES

TRENDS * 20 1 8

53
DATA FOR THE ALL AREAS EXPLORATION SNAPPY
05 04 03 02 01
PEOPLE GAME
Automatic for the People
WHERE NEXT?
As automation becomes more prevalent in
society over the coming decade, we can see
this trend developing in a number
of different directions.
We may find that the debate dies
down as consumers become more
confident with the technology and
become more accustomed to using
automated services, which in turn
are designed more sensitively to
provide more valuable experiences.
Any concerns may come to be seen
as the growing pains of adjustment
to new experiences.
People may also start to become
more positive as the integration
of human service with automation
becomes more sophisticated. If
in-store automated interactions
can be complemented by human
assistants enhanced by technology,
some of the uneasiness about
using automated services may be
dissipated.
Equally, it is quite possible to
envisage this trend morphing
into a backlash against increased
automation, perhaps initiated by
increased visibility of the impact
of automation on employment. We
might see people go out of their
way to support the ‘human powered’
version of the service, or perhaps
more darkly a two-tier world could
develop where the basic service
is automated and commoditised,
and the premium, more expensive
version is delivered by a human.
 MINDSHARE FUTURES
TRENDS * 20 1 8
01
WHAT THIS

GET
SNAPPY
MEANS FOR
BRANDS

02 THE

GAME
EXPLORATION
01 03
FOCUS ON OFFERING THINK ABOUT AUGMENTING
AUTOMATED SERVICES IN RATHER THAN REPLACING THE
VERY SPECIFIC ROLES ON THE HUMAN ROLE.

CONSUMER JOURNEY.
By promising a service focused on
one task rather than an all singing,
03
Use automation to deliver the
repetitive processes more efficiently,
but use tech to empower humans to

ACCESS
ALL AREAS
all dancing solution, customers are deliver an enhanced service.
more likely to trust it and scepticism
about its efficacy will be allayed.

04
02 INJECT YOUR BRAND VALUES
INTO HOW AUTOMATION IS
04
DESIGN SERVICES THAT DELIVERED.
BALANCE FEELINGS OF Automation done in your brand’s
AUTOMATIC
FOR THE
CONVENIENCE WITH CONTROL. PEOPLE
unique style will help alleviate
Emphasise the convenience feelings of uneasiness.
benefits automation delivers but
also show how consumers can
retain control through new options
and easily access human support.
05
DESTINATION:
DATA

55
Automatic for the People
BACK IN THE
REAL WORLD
Top 10 Takeouts
01
People place great value on
speed and convenience in
their increasingly busy lives,
but this doesn’t always
trump customer service and
human interaction
02
While advances in
automation technology are
welcomed, people still want
to retain a sense of control
and feel that they have a
choice as to whether they
choose man or machine
03
The loss of human
interaction associated with
automation is something
that people will increasingly
consider, however this is
a bump in the road rather
than a barrier to adoption
04
Over two thirds of people
find using automated
technology really frustrating.
This correlates for the tech-
savvy too, suggesting the
issue is not ability, but a
failure of the technology itself
05
A bigger issue for
automation is related
to people’s trust in the
technology itself. Many
report bad experiences
with automation in the
past, and struggle to get
over this even when the
technology later improved
(e.g. self-checkout)
06
Despite being burned by
automation not being up
to scratch in the past, over
half of people can imagine
a time in the near future
where machines are more
efficient than humans
07
When the technology works
well, acceptance is high.
While sceptical about AI
clothing recommendations
because it hasn’t been
proven, almost half would
rather take music and film
advice (which is arguably
more personal) from a robot
08
Across the board, the
willingness to embrace AI
interactions and services
is higher amongst people
with busy lifestyles who
are looking for speed and
convenience – such as those
in urban centres, and parents
with young children
09
There is a sense of
inevitability about this trend.
While people don’t feel
we are there yet, they can
appreciate it is in the not
too distant future – not a
matter of if, but when
10
The level of certainty
that this is where we are
headed, coupled with over
three quarters of people
feeling that this is relevant
to them, means that
currently this is the least
polarising of the trends
RELEVANCY UK EMOTION

MINDSHARE FUTURES
TRENDS * 20 1 8
HOW RELEVANT TO YOU IS THIS TREND? HOW DO YOU FEEL ABOUT WHERE THIS
TOPIC COULD GO IN THE FUTURE?

EXCITED
4%

01
ENTHUSIASTIC
7%

GET
SNAPPY
INTERESTED
27%

02
INDIFFERENT
22%

THE

GAME
EXPLORATION
APPREHENSIVE
21%

03
UNCOMFORTABLE
11%

ACCESS
ALL AREAS
WORRIED
KEY
7%
NOT AT ALL VERY RELEVANT
RELEVANT TO ME TO ME

LIFE CYCLE 04
AUTOMATIC
FOR THE
PEOPLE
12%
3%
PEAK
32% DECLINING
05

STILL
37% GROWING
15%
DESTINATION:
DATA

EARLY
TREND
BRAND
NEW TREND

57
Automatic for the People

BACK IN THE
REAL WORLD
Stats & Facts
APPEAL OF CONVENIENCE
54% would go with
whichever option wouldn’t mind using

48%
is the quickest and automated services if
most convenient, it meant 24/7 customer
rising to 65% 54% 65% service
amongst tech-savvy ALL TECH-SAVVY
people ADULTS ADULTS

I welcome people-free services I would be okay with automation

when they save me time and allow as long as it had a benefit to me,
me to get customer service outside rather than serving only to reduce the
of normal hours, but I still want easy company's costs"
access to a human" Male 40-44, North West
Female 35-39, London

HOW MUCH CHATBOTS ARE BEING TALKED ABOUT IN SOCIAL MEDIA

Source: Crimson Hexagon
NUMBER OF UK SOCIAL MENTIONS ON TWITTER, INSTAGRAM, FORUMS, BLOGS

18000

16000

14000

12000

10000

8000

6000

4000

2000

0
1/07/2015

1/08/2015

1/09/2015

1/10/2015

1/11/2015

1/12/2015

1/01/2016

1/02/2016

1/03/2016

1/04/2016

1/05/2016

1/06/2016

1/07/2016

1/08/2016

1/09/2016

1/10/2016

1/11/2016

1/12/2016

1/01/2017

1/02/2017

1/03/2017

1/04/2017

1/05/2017

1/06/2017

1/07/2017

1/08/2017

1/09/2017

1/10/2017
 MINDSHARE FUTURES
TRENDS * 20 1 8
TRUST ISSUES WITH THE TECHNOLOGY

I feel the quality of service can

be worse than before when systems
become automated"
Male, 41-44, North West

01
Software can

GET
SNAPPY
43%
find
automation
easily have a bug
frustrating or go wrong"
Male, 25-29, North West

02
Having a problem with tech is the most

THE

GAME
EXPLORATION
frustrating thing – what's there to make it quick
and easy can end up being slow and frustrating"
Female 18-24, North West

THE HUMAN TOUCH

03
I prefer a Having that
of 18-34s agree person. You can interaction and ability

ACCESS
ALL AREAS
sometimes it's blame them" to have an element of

53% easier to deal London (Tech-savvy) human contact makes

with a machine all the difference
than a real when you're worried,
person scared or anxious!"
04
Male 18-24, Scotland

ROBOTS VS. PEOPLE FOR...

AUTOMATIC
FOR THE
PEOPLE

30% BAILIFFS 70%

60% CAR COMPARISONS 40%

05

45% PARKING ATTENDANTS 55%

49% MUSIC / FILM RECO 51%

DESTINATION:
DATA

11% MEDICAL ADVICE 89%

25% MPs 75%

14% LEGAL ADVICE 86%

29% BANKERS 71%

59
WHAT IS IT?
As data becomes a hotter topic
in 2018, people will be radically
re-appraising their attitudes
and behaviour towards it.

WHERE HAS
IT COME
FROM?
We are a digital nation. People are
better connected than ever before.
The latest UK Ofcom report shows
that the majority of us (76%) now
own a smartphone and on average
we spend 25 hours a week online.
Every time we do something
online we are either consciously
or subconsciously giving away
data. Bruce Schneier, security
technologist and cryptographer,
likens walking around with a
smartphone to carrying a tracking
device 24/7.
Our data footprint is increasing
both in magnitude and in range
as we share more about where
we are, what we are doing at
specific moments in time and
what we are interested in. This is
only set to increase further as we
introduce more devices and digital
touchpoints to our lives. Not only
will people know our location,
purchase history and interests,
but they could also know our
biometric data, what we are doing
in our homes, the conversations
we have had, the products we pick
up but don’t purchase, our facial
expressions – the list goes on.
Our data footprint is increasing both
in magnitude and in range as we
share more about where we are, what we are
doing at specific moments in time and
what we are interested in.
MINDSHARE FUTURES
TRENDS * 20 1 8
01
GET
SNAPPY
Most of us are all too aware
that we are giving away more of
our personal data, but for many
people it’s a difficult topic to get
02
their heads around. An uneasy
sense of inevitability exists around
the data exchange. At present,
THE
GAME
EXPLORATION
it’s something we just have to
relinquish to get access to the stuff
we want, whether we like it or not.
We know about cookies and terms
and conditions but it’s just not
something we chose to prioritise –
after all, researchers estimate if we
03
read all the terms and conditions
we were asked to, it would take up
ACCESS
ALL AREAS
76 hours of our lives every year.
There is little knowledge around
how we could handle our personal
data differently, and currently it just
feels too much effort to find another
solution. But this is all about to
change.
04
AUTOMATIC
FOR THE
PEOPLE
05
DESTINATION:
DATA
61
Destination: Data

HOW IS IT
DEVELOPING?
Many people find it difficult to comprehend sentiment shared by around 6 in 10 consumers.
what their data can disclose about them, and But just because these concerns are not being
how organisations are making use of it. As fully acted on or explained, it doesn’t mean they
Luke Stark, a digital technology sociologist should be dismissed. 8 in 10 consumers claimed
from Dartmouth University argues, “We can’t they would like more control over what brands
feel data. We are physical creatures. We need do with their data, rising to 85% amongst the 45+
materiality.” age groups. A massive 84% of the people we
interviewed felt that companies needed to be
This difficulty in comprehension, when coupled clear with them on how their data is being used,
with the way in which data mining has become again rising to even higher levels amongst middle
such a prosaic, everyday experience, means that aged and older consumers. And it’s clearly not
for many people, their concerns around data are something they feel particularly secure about
real, but they are also unformed and inarticulate. at present – currently only 1 in 5 UK consumers
This makes it difficult for them to be acted on in have trust or confidence in how companies
any practical way. Behaviours tend to fluctuate store and use their personal data according to
between low level prevention and more active recent research released by the Information
technology facilitated avoidance. Older age Commission. Something is brewing and a shift in
groups tend to opt for the former – providing attitude and perceptions is on the cards in 2018,
minimal amounts of personal information with more options becoming available to help us
wherever possible, ensuring their details don’t manage our data, and GDPR moving the topic
get passed onto third parties, deleting browser onto people’s radars.
histories. Younger age groups take a slightly
different approach, concerned far less about what
they share or sign up to, but then working more
with the technology to control it when they have
need – using an incognito browser for example,
or setting up a separate email address purely for
marketing. Behind it all, is a sense of inevitability
about the whole process – that so much data has
been given away already, what other choice do
you really have? That so much effort is required
to do it differently, then why even try? As one
respondent explained, “I never read the small
print of things, it's just easier to tick the box” – a

GDPR
GDPR may provide the language
and the framework that will help
people both articulate and act on
their fears around data.
The new EU GDPR law (general
data protection regulation) coming
into force in May 2018, will mean an
overhaul for the way personal data
is collected, stored and regulated.
The law covers several areas.
One is consent. Consumers will
be required to ‘opt in’ to receive
brand communications and consent
cannot be assumed, based on
inactivity. Two is access, otherwise
known as the right to be forgotten.
Brands will need to provide
consumers with much more control
over their data, with the right to
access their data at any point and
COMPANIES BECOME SOLUTION
PROVIDERS
Whilst GDPR and the proposed
overhaul of the e-privacy law that
may come after it, will start to
address how people are thinking
about data we can also expect to
see more devices and solutions
launching in the future to help
manage the growing awareness
and interest in data privacy. Expect
blockchain technology to become
more widely recognised in the
coming years, as it plays a part
in securing people's data going
forward. We will also start to see
much more activity from established
companies who will want to be
perceived as solutions providers
in this area, or at the very least not
part of the “problem”. Apple, for
example, in their recent iOS release
to remove anything inaccurate or
outdated. Third is data applicability.
Marketers will need to concentrate
on the data that is only necessary to
collect for the task in hand. Fourth
is data portability. Consumers
will soon be able to access the
data a company has about them,
and transfer it directly to another
provider, without hindrance.
Businesses will need to be prepared,
or face substantial fines for non-
compliance, which may mean a
considerable amount of work for
some organisations. However, it also
presents many opportunities – the
chance for simplicity and consistency,
a clean slate and investment in
new data processing, procedures,
systems and approaches. The
quality of data used for marketing
now offer more control around how
apps make use of location data, as
well as introducing an Intelligent
Tracking Prevention system to
manage and automatically delete
unused cookies after a 30-day
window. Apple explained "Ad-
tracking technology has become
so pervasive that it is possible for
ad-tracking companies to re-create
the majority of a person's web
browsing history. This information
is collected without permission and
is used for ad retargeting, which
is how ads follow people around
the internet. Apple believes that
people have a right to privacy." In
a similar space Google now offer
a mute option around its third
party display ads which includes
MINDSHARE FUTURES
TRENDS * 20 1 8
01
will also be better, which in turn will
improve the targeting and relevance
of ads. The new law presents a
GET
SNAPPY
huge opportunity to enhance the
performance of digital ad campaigns
and to be more transparent with the
consumer, perhaps building bridges
for any digital targeting failures of the
past.
02
The new law will offer people
assurances about the safety
THE
GAME
EXPLORATION
of their data and provide more
transparency and control when it
comes to managing it. Currently,
over two thirds of people feel they
should be doing more to control
their data better, a sentiment that
was expressed universally across
03
all age groups. But for many people
they don’t know how to explicitly
ACCESS
ALL AREAS
resolve this concern.
an option to report that an “ad
knew too much”. As understanding
matures around this topic, we can
04
also expect to see more variation
AUTOMATIC
FOR THE
PEOPLE
of consumer response around
the different types of data that
companies can access. Currently
the usage of data from messenger
platforms for younger age groups
and emails for older consumers,
05
were the areas that were of most
concern to consumers, possibly
because they consist of a tangible
DESTINATION:
DATA
output that is easier to visualise. On
this basis, it is of little surprise that
Google have announced recently
that they plan to stop scanning the
inboxes of Gmail free users for ad
personalisation.
63
Destination: Data
EXPERT OPINION
Will we start to see consumers
withhold their data or refuse
consent to brands
in 2018?
JENNY KIRBY
MANAGING PARTNER
Mindshare
YES
We are rapidly approaching a point of confrontation
for the internet consumer, where they will be faced
with the reality of how much data they are giving away
through their quotidian use of websites. For a long
time there has been an unspoken transaction going
on; in exchange for permission to collect and use your
data, advertisers have funded the development of
web content. With the advent of GDPR in 2018, this
transaction will be overt and the value of data will
become very apparent to the consumer.
Following a year of security breaches (NHS and Uber to
name just two) and paranoia about malign and invisible
influences in the online world, the consumer will
inevitably be feeling a need to gird their loins and look
to protect themselves online. If every online touchpoint
is going to require them to pass through a gateway
where they have the option to withhold their data I
believe a significant number of consumers will choose
to do so.
The idea that advertisers are
collecting, storing and using
consumer data feels suspicious
for the average consumer.
The idea that advertisers are collecting, storing and
using consumer data feels suspicious for the average
consumer who does not have an innate understanding
of the kind of data that is used and how. Explaining
this over and over again is unlikely to assuage any
concerns, but is only likely to increase the consumer’s
decision to opt out.
GDPR states that there can be no penalty for
withholding data – i.e. publishers cannot deny access
to content as a consequence of not consenting to
their data policy. This means that there will be no real
incentive for consumers to share their data.
A combination of data anxiety and the lack of downside
means that withholding data consent is likely to
become a regularly observed behaviour online. As
advertisers, we need to find a way around this to
ensure that we can find a way of making sense of the
huge amount of inventory available online, perhaps
without using the data we hoped could be the key.

JAMES CHANDLER
CHIEF MARKETING
OFFICER IAB MAYBE
It has become clear that 2018 will be the year of the
GDPR for digital advertising, at least until 25 May at
which point we all have to have everything in order to
be able to comply with the new rules.
Giving individuals greater control and more
transparency over the use of their data is one of the
GDPR’s key aims – so it’s not unreasonable to think
that greater transparency and control will lead to more
selective and informed choices by consumers.
Of course, that doesn’t automatically mean that
consumers will withhold their data or refuse consent
where required by the rules. We know that consumers
love the data-driven, ad-funded services they
enjoy every day for all sorts of reason, including
entertainment, news and gaming. The thirst to consume
these services won’t abate with the application of the
GDPR.
However, the added emphasis that the GDPR puts
on control and transparency will focus consumers’
minds more so than perhaps ever before, on the value
they expect to receive in exchange for their data.
Creating an environment that clearly expresses the
benefits to consumers in a way that is both engaging
and informative is one of the biggest challenges
the industry is facing, and one that requires creative
and legal minds alike. For example, the format and
mechanics of how consent is actually obtained on
platforms, sites and publishers will require careful
consideration to make sure user experience is not
compromised. Users are now familiar with banner
pop-ups asking for consent to collect cookies – but
there will undoubtedly be more creative thought
needed on how consent can be obtained for all other
advertising related tracking. There is a careful balance
to be struck between getting the right permissions
and not hindering the user’s access to the content or
information they want, particularly given the smaller
screen experience and immediacy of mobile.
ANDREW CURRY
YES
MINDSHARE FUTURES
TRENDS * 20 1 8
DIRECTOR
Kantar Futures
The speed at which sentiment has changed about the
big digital and social media companies is genuinely
surprising. Much of this has been driven by regulators
and politicians, of course: Google’s ¢2.4bn anti-trust
fine from the EU, or Facebook’s grilling on Capitol Hill.
The mood of journalists has also changed. The New
York Times headlined an article, “Silicon Valley is not
01
your friend.” Fast Company agreed: “Technology is
growing increasingly complicated and powerful – and
people aren’t happy about it.” Ex-Googler Bill Marris
GET
SNAPPY
suggested, “the sun is setting on Silicon Valley.”
But there are signs of consumer change as well.
Adblockers are increasingly welcomed, and used, by
consumers; the #deleteUber campaign had a material
impact on use; while there are signs of digital tech
fatigue.
02
How does all of this change the relationship of
consumers with brands in the digital space? Well, to
THE
GAME
EXPLORATION
use a now retired Facebook phrase, it’s complicated.
But three strands can be identified.
Firstly, greater awareness of privacy issues is evident,
especially among younger users, who are also more
likely to have changed their privacy settings, controlling
their data better. Recent Kantar Futures research found
03
that worldwide 75% of centennials (the teen generation
that follows millennials) were “concerned about data
ACCESS
ALL AREAS
protection and privacy on the internet.” It was slightly
higher in both Latin America and Developing Asia,
slightly lower in Western Europe and North America.
The use of privacy software is also now a feature of
competition in the digital space, which means that
users are more frequently reminded, onscreen, of
privacy issues.
Secondly, increasing research evidence suggests that
04
social media use is associated with poorer mental
AUTOMATIC
FOR THE
PEOPLE
health outcomes. Other research notes the use of
‘hooks’ by digital providers that create addiction-like
behaviour. Given the significance of wellbeing in
contemporary culture this issue is unlikely to go away.
We can expect to see more articles about managing
your digital life.
05
Thirdly, social messaging is on the increase. This
closed media activity means that consumer behaviour
DESTINATION:
DATA
is harder to see, and that more public digital media,
where the advertising happens, is more lightly used.
This trend will continue to accelerate.
The likely outcome of these three trends: a more lightly
trafficked digital media world where engagement
depends more than ever on brand reputation.
65
Destination: Data

IN THIS SPACE
8 1

10

1 BULGARI VAULT APP 7 THE GLASS ROOM

A 'digital vault' for users' personal data,
which is encrypted and stored in a high-
security bunker in the Swiss Alps.
2 EPFL RESEARCH
Developed an algorithm allowing users
to view how much personal data they
are giving away per click.
3 HUAWEI
Built an AI processing unit into its
devices so that sensitive and personal
data is stored on the device rather than
in the cloud.
4 UNITED INTERNET ALLIANCE
The German cross-industry alliance
offers a unified login to give people
control over what data media
companies have.
5 MINTHEALTH
Platform that empowers patients with
a portable and secure personal health
record using blockchain technology.
Tech pop-up welcoming visitors to
take a look behind the screens into the
hidden world of what happens to their
data.
8 MICROSOFT
Announced a GDPR compliance
dashboard that will allow cloud
customers to make sure they are
equipped for the new legislation.
9 SEGMENT
Platform that helps companies keep
customer data as a single record, but
also makes it easy to stop collecting
data or to remove a person’s information 5
altogether under the ‘right to be
forgotten’.
10 CORRATA
Dublin-based start-up announced a
new mobile security solution that will
constantly 'monitor activity to find out
what apps are actually doing'

6 SELFKEY
Blockchain-based digital identity system
that lets users manage and store
certified ID documents on their device,
allowing them to access services such
as applying for applying for residency
without relying on third parties.
 6
7

3
2

9
4

DESTINATION: AUTOMATIC ACCESS THE GET MINDSHARE FUTURES

TRENDS * 20 1 8

67
DATA FOR THE ALL AREAS EXPLORATION SNAPPY
05 04 03 02 01
PEOPLE GAME
Destination: Data
WHERE NEXT?
We can expect to see the data exchange
being made much more explicit
for many consumers as awareness and
knowledge around the trade increases.
Two thirds of the consumers we
interviewed agreed they knew
their data had value but did not
know how to currently use this to
their advantage. This will change.
It is interesting to note that the
youngest age group was far
more open to a wider variety of
exchange mechanisms that were
not necessarily financial in nature –
from personalised recommendation
through to easier application forms.
The use of AI and data is another
point of contention for the coming
years. AI is perfectly positioned
to start processing vast amounts
of data in a matter of seconds.
We can expect to see a lot more
brands using AI to predict human
behaviour and deliver relevant
personalised communication and
customer experiences on a mass
scale over the next year. Algorithms
will increasingly shape and guide
the decisions we make every day
as consumers – whether it’s in
terms of the content we select,
the products we buy, the price
we pay, or the messages we see.
Their predictive powers mean
that consumers can effectively
be marketed to before they have
even realised that they need the
product. AI can determine when it’s
the right time to serve someone an
ad, what that ad should contain to
be most effective, and who should
be targeted based on factors such
as past purchasing behaviours or
even mood. But to do this it will
need data and consumer consent
around the use of this data. Whilst
data in its own right can be difficult
for consumers to comprehend
in any depth, machine learning,
prediction and extrapolation takes
this bewilderment to new levels.
How consumers will react with this
new refreshed mindset is an area to
watch.
 MINDSHARE FUTURES
TRENDS * 20 1 8
01
WHAT THIS

GET
SNAPPY
MEANS FOR
BRANDS

02 THE

GAME
EXPLORATION
01
GOOD USE OF DATA CAN BE A
COMPETITIVE ADVANTAGE FOR
BRANDS.

03

03
Brands that don’t offer tangible
benefits may suffer from the quality
and lack of data they capture. CONSUMERS WILL EXPECT

ACCESS
ALL AREAS
TRANSPARENCY.
Instil trust by being more open and

02 explicit about the data exchange

that is going to happen and give
people more control over the way
MARKETING CONSENTS
WILL BE KEY. their data is used.
This will be particularly true of less
loyal users who aren’t as close
04
to your brand and may be less
04
AUTOMATIC
FOR THE
PEOPLE
willing to give consent. Test out the
mindset of your different consumer HELP TOWARDS MORE
EFFECTIVE DATA MANAGEMENT
groups well in advance to determine
WILL BE WELCOME.
what will incentivise them to give
consent – work out what is an Try to be a ‘useful’ brand when it
acceptable data exchange. comes to data – whether that is
giving people more options around
05

their data, helping them keep better

track of their data or consolidating
DESTINATION:
DATA

services that require less data

management.

69
Destination: Data
BACK IN THE
REAL WORLD
Top 10 Takeouts
01
Over half of people expect
to have to hand over data
to companies these days,
and almost two thirds
believe this is only set to
increase
02
Confusion over what
‘personal data’ is, means
people find it difficult
to comprehend the
consequences of sharing it
03
Older generations are
warier of sharing their
personal data but Gen
Z, millennials and the
tech savvy are much less
likely to believe the data
collected on them is that
important
04
Despite being unsure
about how secure it is,
over half of people have
used a universal login to
save time when signing up
to a website online. This
increases to over eight in ten
amongst Gen Z
05
While younger generations
may be less likely to delete
cookies and clear their
cache to protect their
privacy online, they are
still looking for moments
of anonymity. One quarter
cover their web cam /
phone camera, and over
a third regularly use an
incognito browser
06
Almost two thirds of people
agree that they should be
doing more to control their
personal data. They want
more transparency and
control over what brands
do with their data – they
just don’t know how to go
about it
07
Similarly, while two thirds
of people know their
personal data is valuable,
they don’t know how
to take advantage of it.
Interestingly, younger
generations are open to
using their data to trade for
services
08
While GDPR could be the
solution people are looking
for to help them manage
their personal data, only
the very tech savvy have
knowledge of this new
law. Less than a quarter of
people are aware of it at all
09
While people may not be
actively thinking about
what happens to their data,
when they do put their
mind to it, they feel at best
apprehensive and at worst
worried about what may
happen in the future
10
While people may not feel
overly positive about it,
eight out of ten people feel
that this trend is the most
relevant and impactful to
their lives today
RELEVANCY UK EMOTION

MINDSHARE FUTURES
TRENDS * 20 1 8
HOW RELEVANT TO YOU IS THIS TREND? HOW DO YOU FEEL ABOUT WHERE THIS
TOPIC COULD GO IN THE FUTURE?

EXCITED
3%

01
ENTHUSIASTIC
3%

GET
SNAPPY
INTERESTED
20%

02
INDIFFERENT
18%

THE

GAME
EXPLORATION
APPREHENSIVE
25%

03
UNCOMFORTABLE
18%

ACCESS
ALL AREAS
WORRIED
KEY
14%
NOT AT ALL VERY RELEVANT
RELEVANT TO ME TO ME

LIFE CYCLE 04
AUTOMATIC
FOR THE
PEOPLE
11%
4%
PEAK
33% DECLINING
05

STILL
35% GROWING
17%
DESTINATION:
DATA

EARLY
TREND
BRAND
NEW TREND

71
Destination: Data

BACK IN THE
REAL WORLD
Stats & Facts
ON… GIVING AWAY DATA
Like a lot of people, I have
It's like a runaway train now, almost given up on stopping my
the info is out there and it's hard personal data getting shared
to stop it being shared around" without my consent or knowledge"
Female, 40-44, South East Female, 40-44, South East

know their data has value

think it's inevitable we'll
61% be giving data to more
companies in the future
65% to companies but do not
know how to use it to
their advantage

HOW COMFORTABLE PEOPLE ARE WITH SHARING TYPES OF DATA

(NOT INCLUDING NEUTRAL)
COMFORTABLE UNCOMFORTABLE

37% FITNESS TRACKER DATA 36%

20% CONVERSATIONS ON MESG PLATFORMS 60%

23% BROWSING / SEARCH HISTORY 51%

31% MOOD 37%

25% LOCATION 47%

30% PURCHASE HISTORY 41%

37% SOCIAL MEDIA POSTS 42%

THE BAD HABITS WE ADMIT TO…

56% of people use ALL ADULTS 56%
universal logins, 74%
of 18-24s agree to terms
70% among 25-34s 74%
25–34s
and conditions without
reading them
I'm always so relieved when I
It takes 8 hours and 59 minutes to read all
am confronted with a login page
of Amazon Kindle's Terms and Conditions, and I can log in with Facebook –
which is 79,198 words long Phew!" Female, 30-35, North West
 MINDSHARE FUTURES
TRENDS * 20 1 8
ON... SECURITY ON… DATA EXCHANGE

I'm a bit naïve – every now I really believe with the

and again I think I should be security in place with big
more cautious but I carry on companies my data will be safe"
regardless!!" Male, 45-49, South East

01
Female, 35-39, London

GET
SNAPPY
I do think you should be able
I don’t feel I have much to opt in rather than opt out of
control over it, but I exercise it sharing personal data"
where I can" Female, 55+, South East
Male, 25-29, Scotland

02
PEOPLE WOULD BE WILLING TO SHARE
PERSONAL DATA FOR…

THE

GAME
EXPLORATION
REWARDS POINTS
Until this happens to me and 54%
my data is compromised I am FINANCIAL INCENTIVE / CASH REWARDS

happy to leave my fate in others' 53%

hands" DISCOUNT VOUCHERS

47%

03
Female, 55+, North West
EASIER PROCESSES OR APPLICATIONS

25%
MEASURES TAKEN AROUND DATA

ACCESS
ALL AREAS
EXPERIENTIAL REWARDS
REFUSE FOR DETAILS TO BE PASSED ONTO THIRD PARTIES 23%
60% SERVICES THAT HELP DISCOVER NEW PRODUCTS

PROVIDE THE MINIMUM WHEN ASKED FOR PERSONAL DETAILS ONLINE 18%
59% PERSONALISED RECOMMENDATIONS OR REWARDS

CLEAR CACHE OR HISTORY 16%

04
56%
DELETE COOKIES ON MAIN INTERNET BROWSER
trust the majority of
45%
46%
AUTOMATIC
FOR THE
companies they deal PEOPLE
REGULARLY CHANGE ONLINE ACCOUNT PASSWORDS
with to use their data
41% responsibly
USE TWO-FACTOR AUTHENTICATION (I.E. PASSWORDS OR TEXT MESSAGES)

31%
HAVE A SEPARATE EMAIL ADDRESS FOR MARKETING / SPAM
would like more control
25%
80%
05

over what brands do

USE AN INCOGNITO BROWSER
with their data
19%
DESTINATION:
DATA

TAPE OR COVER WEBCAM/PHONE CAMERA

17% agree companies

should make sure to
84%
STOPPED USING SOCIAL MEDIA BECAUSE OF PRIVACY CONCERNS

16% let customers know

GIVE FALSE INFORMATION ABOUT YOUR PERSONAL DETAILS what their data is
12% being used for

73
A SPECIAL
THANKS
TO ALL OUR
CONTRIBUTORS
Sophie Harding Amanda Harrison James Chandler (IAB)
Julia Ayling Zac Cole Alison Davis (IBM)
Jeremy Pounder Sophie Rhys Evans Frazer Hurrell (Ryot Labs)
Josie Ung James Ratnarajah Michael Nicholas
(Kantar TNS)
John Tippins Norm Johnston
Marie Stafford (JWT)
Ksenia Kharkina Matt Andrews
Andrew Curry
Irina Lim Mark Baschnonga
(Kantar Futures)
Tilly Flannery-Ashworth Becky Power
Heather Andrew
Rob McFaul Jenny Kirby (Neuro-Insight UK)
Sam Barton Claire Valotti (Snap)
Jack Sweet Simon Gosling (Unruly)
Matt Hurworth David Roth
(WPP The Store)
Matt Rooney
Catherine Cooke
Richard Chapman
Verity Wilson
Ric Santeugini
75
“One day the AIs are going to look back on us the same way we look at fossil skeletons on the plains of
Africa. An upright ape living in dust with crude language and tools, all set for extinction”

For more information, or to enquire

about how we can help your
organisation ready itself for these
trends, please contact:

Sophie Harding
Trends and Insights Director
E: sophie.harding@mindshareworld.com

Julia Ayling
Head of Research and Insights
E: julia.ayling@mindshareworld.com

1 Central St Giles
London
WC2H 8AR
www.mindshare.co.uk
Ex-Machina

Follow us on:
@mindshare_uk

77
MINDSHAREWORLD.COM/UK/MINDSHARE-FUTURES