INSERT IMAGE
Crowds. And their wisdom. Meabh Quoirin | MD, Future Foundation
INSERT IMAGE
2
Marketing duels
“It is better to be excitingly right in general than to be dully accurate in particular.” Gore Vidal from the novel ‘Burr’
2
3
The Power of Me... The Value of We
“I find it important to have my own views on issues and have my own tastes, as I don’t
like to think that I just follow the crowd.” Female, 27, NYC, USA 2013
3 in 5 are much more likely to buy a
product if a friend or family member
recommends it to them.
Sources: nVision Research | Base: 5,000 online respondents aged 16+, GB, 2013
Source: nVision Research | Base: 5,000 online respondents aged 16+, GB, 2012
1 in 3 British
consumers want to stand out from the
crowd
INSERT IMAGE
4
The Issue Social (Media) Shifts
4
5 5
Uniquely Belong 1
INSERT IMAGE
6
Performative Perfection
“It’s important to build a good identity on social networks as
it is part of you and your friends are there watching
most of the time. The online identity should reflect your real personality, but cooler
on internet.”
Male, 25, Guangzhou, China
6
2
7
Global Average
49% 13%
“I would consider giving companies access to information about my past purchases in
exchange for discounts on products/services”
Strongly Agree
Canada 47%
China 62%
Italy 50%
UK 52%
Source: nVision Research | Base: 1,000-5,000 online respondents per country aged 16-64, 2013
Consumer Capital 3
INSERT IMAGE
8
Some Solutions
8
INSERT IMAGE
9
Narrative Data
9
4
INSERT IMAGE
10
The Power of Anon
“I use the privacy settings a lot more than before. Before I
didn’t mind that all my contacts could see all my posts and
information.
As my network has extended, I need to have a certain
hierarchy in my contacts. I don’t want to share the
same content with everybody.”
Female, 32, Germany, 2013
10
5
11
Baby Boomers
Gen X
Gen Y
The Power of Anon
Source: nVision Research | Base: Social networkers among 1,000 online respondents aged 16+, GB, 2013
“People share too much personal
information on social networking sites”
86%
84%
77%
82%
British social networkers
ANON
42%
Strongly agree
INSERT IMAGE
12
REcreate
12
6
INSERT IMAGE
13
The Mantra
13
INSERT IMAGE
14
Train Station
The Death of Risk
1 in 2 are attracted to risk.
Risk is now selfish behaviour. The freedom to do something has increasingly been trumped by the freedom from something.
Less than 1 in 10 are prepared to take risks.
14
7
15
The Death of Risk
Source: nVision Research | Base: 5,000 online respondents aged 16+, GB, 2013
“Yes, I think consumer reviews are a huge driving force in determining what
products are sold.
I 100% trust Amazon and Yelp reviews because they
are crowdsourced.”
Male, 26, San Francisco
“In which, if any, of the following areas do you turn
to an expert for advice?”
76%
23%
23%
Health matters
Planning travel/holidays
Deciding which new mobile phone to buy
INSERT IMAGE
16
Native Marketing
16
8
17
O N E F O R A L L
A L L F O R O N E
In so many market
situations, this is the
one-size-fits-nobody
generation.
The cult of
individualism means
never having to say:
Actually, a lot of the
time I just do what
everyone else does.
The Future of Validation 9
LONDON | NEW YORK | STOCKHOLM