Mindshare Trends 2017

TRENDS
2017
W W W. M I N D S H A R E . C O . U K
MINDSHARE TRENDS 2017
Contents
MINDSHARE TRENDS 2017
Introduction
Here at Mindshare, our purpose is to create valuable experiences People remain firmly at the heart of all of our trends; and we view
for people in media. talking to them as the most important part of our entire Futures
programme. After all, its not a trend unless there is actually some
As technology reshapes the ways in which brands can reach kind of consumer motivation behind it. Innovations are all well and
consumers, all too often the human at the receiving end of good, but if no one knows about them or wants to use them, their
is neglected. We aim to change that by focusing on creating value is limited. It is all too easy to become immersed in our own
valuable experiences for people and brands. media environment, believing that everyone views daily life as we
do; our very own agency form of Tunnel Vision. For this annual
Mindshare Futures is the research programme that underpins report we surveyed over 3,000 people, held focus groups, ran
our purpose. It runs throughout the year, constantly monitoring online qualitative and diary style exercises with over 100 people,
and testing emerging tech innovations and the wider cultural and carried out social and search analysis.
changes going on in the world. It all culminates in our five trends
to watch report for 2017. These are the technology and cultural Over the coming pages we discuss these trends and how
trends we expect to see accelerate in the next 12 months and they will impact consumers, brands and media in the future.
continue to resonate for the years ahead. Some are brand new, We will provide examples of these trends in action and give a
and some have developed out of trends we have highlighted in unique consumer view in our back in the real world sections.
previous reports. Throughout 2017 Mindshare Futures will continue to investigate
these trends in even greater detail, via a variety of set-piece
studies, always putting real people at the heart of what we do.
Exciting times ahead. Watch this space and we hope you enjoy
the read.
03
MINDSHARE TRENDS 2017 REALITY CHECK
Reality Check
What is it?
A raft of virtual, mixed and augmented reality
experiences are coming our way, but will they be
successful? Its time to cut through the hype and
get real about reality.
04
Where has it come from?

The origins of these technologies technologies. In a nutshell, Virtual Reality
date back to the 60s, although the provides an experience in a computer
experiences were not necessarily those generated world whereas both AR and
in name or exact format back then. MR overlay computer generated things
Their roots lie in NASA projects, flight into your real world environment. Not
simulators for military training and early everything you view in a headset is
gaming experiences. So really these necessarily VR. Things like 360 videos
experiences are not as new as we think. arent strictly VR as the content is real
Whats different? Why is there so much footage and you are more of a spectator.
buzz about them now? MR is a newer term (some call real AR)
where those overlaid virtual objects
We flagged the growth of these will hold their position, getting closer or
experiences in our 2015 report as part further away as they would in the real
of our trend Extra Sensory Dimensions. world. When you look outside of the
A lot of progress and investment has industry, these terminologies are not
happened since but realistically it is still fully appreciated as the technology is
early days and these experiences have still so new to people. They fail to know
not yet made their way to the masses. or care about the difference and for
Many remain convinced they are still set to them, the experience takes precedence.
take off in a huge way, based on the belief What experience am I having? How
that technology is finally available that will good is it? And most importantly, how
deliver compelling experiences for people does it make me feel?
in an accessible way.
Over $1.1 billion was invested in 2016 alone

and the majority of big players such as Apple,
Google, Facebook, Microsoft, Samsung and
HTC are all involved.
But what do we mean by Virtual Reality
(VR), Mixed Reality (MR) and Augmented
Reality (AR)? There is much debate
around what constitutes each of these
05
How is it developing?
Mass adoption of these types of
experiences depends on three things.
Accessibility and affordability are making their VR headset compatible is based around escapism and now VR It is early days for brand involvement in
So far, most peoples experiences of VR, with the PS4 and brands like Snapchat promises a different kind of escapism VR, AR and MR and people are waiting
AR or MR will have been relatively basic (now Snap Inc) are also developing AR altogether a chance to fully immerse for more of their favourite brands to
and primarily smartphone based, using hardware, which will all increase exposure. ourselves in experiences we could only create content, although many are
filters on Snapchat, playing Pokemon Fundamentally though, irrespective of ever dream about, such as having magical holding out until the technology has
Go, or via 360 video in a low cost cost, there is huge barrier when it comes powers or superhuman strength. Some become more popular a bit of a
phone based headset such as Google to headsets - people are simply not believe that too much of this could leave chicken and egg situation. VR, AR
Cardboard or Samsung Gear. These accustomed to wearing them. us too far removed from the real world. and MR all have a variety of different
kinds of experiences are set to grow Often these people are the same people strengths and could be usable for very
rapidly in the short term as they use that struggle to see any applications for different need states and applications. It
accessible technology and do not require the technology beyond gaming. is matching these need states with the
any expensive hardware. However, the right application and content that will
quality of the experience is limited. More Application and content make all the difference to its success.
expensive VR headsets such as the HTC VR is definitely not limited to gaming and When the experience is done well, there
Vive, Oculus Rift and Sony Playstation fantasy worlds. It can be rooted in the will be absolutely nothing to match it.
VR offer a far superior experience, but real world and could give us a whole new
come with a price tag of 450 upwards perspective on holidays, sporting events,
and thats only if you have the processing concerts, theatre and transform the way
power to run them. Particularly advanced we shop. VR could also enable us to
MR headsets such as Microsofts Hololens learn and absorb news and information
start at around 2000. Maybe acceptable in a totally different way. When it comes
for enthusiasts but for a broader audience, Acceptance of the experience to AR, current applications are quite
this cost is hard to justify at this early itself as a concept fleeting and frivolous and we need to
stage. These advanced VR headsets are VR experiences themselves do not blend demonstrate that it is not just a gimmick.
packed with sensors that track eye and seamlessly into our lives either. Tim Cook, It is likely that more all-encompassing
head movements and are becoming more CEO of Apple believes that AR might have examples of AR/MR, such as Microsofts
advanced by the day, providing more more commercial longevity, as it allows Hololens or the Google backed Magic
impressive, interactive and immersive users to be more present and can even Leap will convince people about its
experiences. However, most people have facilitate shared experiences. We can be broader applications. This technology
simply not been exposed to them yet and interactive in a VR environment but it can could be used for pretty much anything,
are unaware of what they are missing. feel quite solitary and detached from the from providing step-by-step interactive
More attainable options are on the real world. For some, this is the whole DIY instructions through to a whole new
horizon, such as Googles Daydream. Sony attraction. The whole concept of gaming screen-less entertainment experience.
06
Reality Check 3 10
In This Space
1 GOOGLE DAYDREAM HEADSET 7 GOOGLE CARDBOARD CAMERA 13 STAR CHART
Android phone based virtual reality A new camera app allows iOS users to This AR astronomy app overlays
headset covered in soft material and create 3D panorama photos that can be graphical representations of planets and
coming in at an affordable price tag of captured with sound, and then brought constellations over the night sky and
under 100. to life in VR. gives users information about those in
their field of view. 4 5 11
2 LOWES HOLOGRAM EXPERIENCE 8 TUI

Lowes has partnered with Microsoft to The travel agent is planning to scrap
bring customers an augmented reality brochures in favour of VR headsets to 1
home improvement visualisation tool inspire customers and deliver a holiday

that allows people to interact with their experience in-store.
kitchen renovation designs.
9 ABBA VIRTUAL EXPERIENCE 6
3 EBAY VR DEPARTMENT STORE The band announced the launch of a

12
In Australia, eBay and retailer Myer virtual and live experience in 2018 that
gave away 20,000 VR viewing devices will give fans a way to experience their
to launch the worlds first virtual reality music in a previously unimaginable way.
department store, in which sight
search is used for navigation within the 10 CBS DIGITAL
7 8
experience. CBS Digital have developed a system
called Parallax which recreates digital
4 SAMSUNG VR BEDTIME STORIES locations and helps TV directors view
2
Samsung has launched a live storytelling sets in a virtual space.
app to bring parents and children who
are apart in the physical world together 11 THYSENKRUPP
inside an interactive VR experience. An elevator manufacturer, ThysenKrupp 13
uses Microsofts HoloLens to visualise
5 INKHUNTER an elevator repair before a technician 9
An app that uses augmented reality to reaches the site. Once there, they
let you see what any tattoo would look can use AR to view digital overlays or
like on your body. manuals and guides.
6 THE GUARDIAN 12 AUDI

The Guardian have set up a new Audis TT brochures become AR-
virtual reality content team to offer an compatible smart surfaces, with
extra dimension to storytelling in their interactive previews of the cars features.
journalism.
07
Reality Check
Expert Opinion
ADAM FOLEY through YouTube and Facebook mean to scale valuable and entertaining AR TIM ELKINGTON But what about VR and advertising?
Commercial Strategy Director that light versions of VR stories can get experiences, whilst Google Cardboard CSO While its clear that the strengths VR
Guardian News & Media wider reach. is unlocking VR for anyone with a smart IAB UK offers brands are around immersive
phone and a 99p piece of cardboard. storytelling, the ability to stir emotions
With 2016s release of new headsets, At the Guardian weve invested in our It is these products that have fuelled the Im 45 and have worked in media for and the chance to showcase and test
virtual reality started its move away from own virtual reality team and already set excitement and mass trial of AR and VR 23 years. Ive seen most things happen, otherwise inaccessible products and
being an emerging platform to one that the bar with our award-winning 6x9 experiences, which in turn has driven at least once, and because of that not services, its less clear how advertising
offers media owners and advertisers a an experience of solitary confinement billions of pounds worth of investment much gets me excited these days. might work on the platform. This is
new way to tell stories. and our latest release, Underworld into new platforms and content. There is The exception to this is Virtual Reality. especially true in an age where the
a subterranean journey in Londons no doubting the high end premium VR Everyone has their own first time story advertising industry is embracing more
Whilst we should be mindful of its current sewer system, which we launched with products from HTC VIVE and PlayStation about VR. Id had a few gos before, but natural and less interruptive ad formats.
limitations and avoid the temptation to do Google for the launch of Daydream. are exciting game changers for the 5% hadnt really got into it. The phrase I tried Its unlikely that shouty, interruptive
something new for something news sake, Each project breaks new ground and who can afford them, but for me the it, but didnt inhale springs to mind. What formats will work in an immersive VR
we should also grasp its potential. Virtual were looking forward to building on imminent future will be dominated by really blew me away was standing in environment. Whats more likely is that
reality offers the chance to completely these successes and working on a wide players like Gear VR who combine a my own kitchen, clasping some Google brands will invest in creating content
change the way that people think. As the range of topics. As we do this well be new piece of low cost hardware with the cardboard to my face and being taken to for VR environments and use above-
old saying goes, dont judge someone interested in greater collaboration with 700 mobile devices we already own, to the top of 1 World Trade Centre via the the-line advertising to promote these
until you walk a mile in their shoes when brands and partners to make virtual create stunning experiences at a fraction New York Times Man on Spire film. The experiences.
VR is done well, its impossible to see the reality stories that are relevant, impactful of the cost. feeling in my stomach, the vertigo and
world in the same way. and most importantly, persuade people to fear of falling was unmistakable; my lizard
change their behaviour. Until we can be convinced that wearable brain had taken over.
Advertising is fundamentally about glasses are cool (Snapchat Spectacles
persuasion, moving someone from are a start but still dont do real time Its this sheer level of reaction and
thinking one thing to something SAM GREEN augmentation) or that AR contact lenses excitement that convinces me that VR
that changes their behaviour. This Mobile Strategy Director are imminent (surely a while off yet), I isnt just hype but will deliver for brands
technology offers the chance to do Mindshare think the world of AR will be dominated in a way that few other media can.
that as never before. by the worlds most popular camera Judging by some predictions, Im not
The mobile phone that already sits in the mobile phone. the only one getting excited about VR.
The main challenge at the moment is our pocket is the key to scaling this Deloitte described VR as a billion dollar
scale. Although headset ownership exciting new world that will fundamentally niche when they forecast that 2016
and usage is growing, VR is not yet at change the way we communicate and would be the year VR broke $1 billion
the stage where it can act as the lead consume content. Pokemon Go and in revenue with $700 million spent on
platform in any campaign. Having said Snapchat Lenses have already proven hardware and $300 million spent on
that, advances in 360 video distribution you dont need expensive new hardware content.
08
Reality Check
Expert Opinion
BECKY POWER has even more possibility. That simply DENISE TURNER Touch is being embraced by marketers smartphone based, meaning the actual
Creative Director doesnt happen with a screen on the Insights Director at the heart of every Apple store is user base is split across multiple devices,
Mindshare other side of your living room and is Newsworks a low kitchen like table which invites each with their own specs.
why Richard Marks believes that VR will customers to try out and touch all their
Imagine that youre standing on the become a very social place to be in the In an era of increasing focus on desirable gadgets. Apparently one trick VR tech is here and now, and aside
roof of one of the tallest buildings in future. For example, according to Chris experiences that take us out of our by the sales people is to leave some from the downside of tangling yourself
Manhattan. Youre in your socks, and Brewin Professor of Clinical Psychology current reality, it is important to remember of the products off centre or slightly up in wires, at present offers a level of
the wind is whistling in your ears. All you at UCL, patients struggling with anxiety that we are still physical beings. We sticking off the table consumers will immersion unparalleled with anything else.
have to do is step on the high wire in and depression can be helped by thrive on connections with other people: see this and push it gently back on Having a couple of clear market leaders in
front of you and take a walk 400 meters interacting with avatars within a virtual we chat; we laugh; we hug. Virtual and getting their first important touch or the field allows 3rd party companies and
above the busy streets below without a environment. The promising results of augmented reality might deliver us contact with the gadget. brands to have a clear strategy, control
safety harness. Can you do it? his study showed an increased capacity experiences that take us into new and of experience and development path to
for compassion and a reduction in self different spheres, but we still need and So in an increasingly digital world, lets plan experiences and content. However,
This is the challenge in PlayStation VRs -criticism. And it turns out that the avatars want physical experiences. not forget that we are still physical sampling and trialling is much harder and
The Walk and as Dr Richard Marks of dont need to be especially realistic beings, made of flesh and blood and not more time consuming, as the set-up is
PlayStation Magic Lab showed us, many either as long as they behave like real Touch affects our behaviour whether holograms! more expensive and this does make hitting
people cant take that step, even though humans the results will be the same. Just we are aware of it or not. People who large numbers of users difficult.
they know their feet are very firmly on think what you could do with that? are incidentally touched are more likely
the ground. to increase their compliance or civic STUART TURNER Convergence and take up of this
I love this new immersive world, and like a behaviour, such as returning a coin left in COO technology will continue apace, whereby
Its easy to think that locking yourself lot of creative directors, have found myself a phone booth by the preceding caller. Capcom virtual or semi virtual worlds using visual
away in a headset whilst entertaining, will on a steep learning curve to see what This effect, now known as the Midas displays, will eventually be as common
always be an isolating experience one works, and what doesnt. For me now, its touch effect, occurs whether the person AR and MR tech at present has novelty place as the TV or mobile phone are in our
that perhaps we shouldnt encourage in all about thinking beyond the tech, to try touched remembers it or not. Touch is factor in spades, but after a brief period lives now. The benefits of this technology
a world thats crying out for more human and use the virtual world to create new the physical extension of our emotions (mostly flinging balls at Pokemon who have in medical science, engineering
interaction. But at Cannes this year levels of empathy in the real one. so its no surprise that the word we use showed up in unusual places) Ive yet to and entertainment are already well
almost every speaker contradicted this to describe our emotions is a touch see a genuine existing use for it other than documented, but the future possibilities
view, suggesting new directions for us to word we talk about feelings, because draining you mobile battery too quickly. and opportunities are limited only by our
explore in the future. our sense of touch is directly linked to That said, its obvious that its future is in imaginations. So maybe you have to ask
our emotional responses. Our emotions HUDs in things such as cars, or wearables yourself are you ready player one?
While the ability of VR to scare you is affect how we experience pleasure and such as sunglasses, headsets and bike
certainly impressive, the power it has pain and vice versa. helmets. At present its held back from truly
to make you believe that someone exploding as it doesnt have a universal
else is there sitting right beside you, platform. Instead its predominantly
09
Reality Check
Expert Opinion
CHRIS CARDEW the mind of Andy Murray on Wimbledons Its imperative that we in the media world own images of family and friends and DAVID ROTH
Head of Strategy Centre Court thanks to Jaguar, it was a start thinking now about how we help create a personalised lane for them CEO of The Store
Mindshare once in a lifetime opportunity that moved brands make meaningful connections to literally travel down in an immersive WPP
some to tears, and proved that the brand to consumers through these devices experience of their memorable moments,
We talk a lot about an increasingly is as exciting and innovative as when it and not simply wait to see what this displayed in shop windows and on A few years ago at CES, the consumer
commoditised attention economy, where was first created. new wave of technology will do. Being posters and banners. Its the start of electronics show in Las Vegas thats a
it is difficult for brands to get noticed, and creative technologists we get to try the kind of experiences were trying to Mecca for techies, you couldnt move for
even harder to get people to actually our hand at loads of new tech: some of build for our clients where involving the 3D televisions. They were everywhere,
spend enough time engaging with the FRAZER HURRELL which is really exciting, some of course consumer in something they want to but techie expos is where they stayed.
brand for it to have any long lasting effect Creative Technologist less so. VR for me has the potential to actively engage in is key. Its also why Consumers shunned them the world
on their attitudes and behaviours. Its AOL UK create incredible branded experiences AOL has invested in immersive media over. Limited content, glasses required,
ironic that in a world that has never been that consumers will absolutely choose to company RYOT through which we are an individual rather than a collective
more connected, its now increasingly VR, AR and MR are set to become engage with. Imagine your next movie building brand campaigns with our experience the list of misses goes on.
hard to connect with people. mainstream. Were seeing more and more trailer puts you as the main character as Partner Studio by AOL team. Were now seeing huge excitement
hardware and software coming to market you fight the bad guys or battle a dragon. around the potential of virtual reality. In
VR is becoming an increasingly - from Googles Daydream, Facebooks Imagine being able to get a flavour of If we work hard now to find the best, and the commercial world, VR promises to
credible and effective way for brands to Oculus Rift, Sonys Playstation VR, what your favourite theme park is like right ways, to engage with audiences be a game changer. Surgeons will be
overcome this. There is no doubt that it HTCs Vive, Microsofts Hololens to new before booking: interacting with some through this new medium on behalf able to practise complex operations,
can create a quality level of sustained products racing to market on Kickstarter of the rides and meeting some of your of brands, it can only be a win for the and aeronautical engineers taught to
engagement, and when executed well it like Zapbox. Mixing our own reality with favourite characters. Imagine being able marketing industry in the long run. dismantle and reassemble an engine.
can create powerful brand experiences the digital and virtual is poised to be a to bring your business to life virtually The technology will open up amazing Store design in VR will be a whole
that people will remember, and platform that completely reinvents how for your consumers, or even being new ways to connect with consumers different world.
importantly make a clear statement as to we work, play, share and collaborate. able to be in the same room with your for a whole host of different verticals
what a brand stands for. Consumer spending on VR hardware business partners. As Confucius said: - I am envisaging applications from But for us mortals, Im not so sure this is
and software could reach $21.8 billion by Tell me, and I will forget. Show me, and entertainment to retail, from automotive the next big thing. Until theres a killer
Not many people will be able to tell you 2020, according to market research and I may remember. Involve me, and I will to travel and many more. Its hugely app, must-have content, and a goggle-
the last time they saw an advert for a consulting firm Tractica. understand. exciting to be getting in on it at this early free collective experience, VR will go the
newspaper, but for those people who stage. Lets see where this new world way of 3D TV best seen and admired
were immersed into the shocking reality From experiencing life under the ocean, In the job we do, test and learn is key. takes us. at events like CES not installed in your
of solitary confinement thanks to The to riding roller coasters, to being able to Weve recently created a campaign living room.
Guardian, theyll likely never forget it and stand on a 3D rendition of Mars through with Cadburys Buttons layering
will be reminded why the brand truly is a images relayed from NASAs Curiosity personalisation into a VR 360 degree
pioneer in cutting edge journalism. And rovers, VR / AR / MR is, almost literally, experience for consumers. Memory
for the tennis fans who got to go inside another world of escapism. Lane allows consumers to upload their
10
Virtual Reality vs. Augmented Reality

Volume of social conversations in the UK, 2013-2016
There has a been a clear increase in VR and 90, 000

AR conversations over the past years (see
below). VR conversations have been mostly
fueled by technology improvements within the 80, 000
gaming industry, whilst conversations around
AR seem to only rise when a possible new
need for the technology is found. 70, 000
Over the past 4 years VR has accounted for

over 80% of all conversations and AR 20%. 60, 000
VR 50, 000
AR
40, 000
30, 000
20, 000
10, 000
0
01/01/13
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11/01/16
11
Where Next? What this means for Brands

Goldman Sachs predict that virtual and such as smell, taste and feel. People will VR, MR and AR open up huge in this space will happen fast and need
augmented reality will grow to be an also be able to create their own virtual opportunities for brands when it comes to be quickly but fully comprehended
$80 billion market by 2025, around the environments, using applications such as to connecting with and engaging their and actioned on, but the rewards could
size of the desktop PC market today. Google Tiltbrush. customers. As attention spans and time be great for brands that are willing to
Initially gaming will be the driver but spent with brands gets shorter, these embrace these new technologies and do
as economies of scale allow prices of MR and AR will likely scale more technologies offer the opportunity to it well.
the hardware to come down, usability successfully than VR, allowing a different capture attention and re-engage people,
increases and the type of experiences level of creativity and interaction the creating memorability and share-
improve, these technologies will be difference between transporting yourself ability. Brands can offer personalised
used for many things. VR, MR and AR into another world or creating your own experiences that could not only offer utility
could be the future of content and world in your back garden. AR and MR for people but could fuel the imagination
brand experiences. A large majority of will also become much more of a social and turn aspirations into reality.
the experiences we have in the future activity/shared experience. It is very likely
Brands will need to identify what content
will resonate most with their customers
Virtual and augmented reality will grow and create a VR, MR or AR experience
to be an $80 billion market by 2025. with this in mind. Are there any current
barriers to dealing with your brand
or category? Is there a way to make
could be completely transformed, from that people still wont care about the customer service better? Could people
how we buy products to how we learn. nuances of what is VR, MR or AR, and experience the product differently? Is
The experience economy could take will label it all as virtual reality and it is there something people wish they could
on a whole new dimension with people possible that even further in the future, do with your product? Think about what
striving for the latest experiences that these technologies could essentially people will find a compelling experience
reflect who they are, using them as a form change how we understand and identify that they will want to talk about and share.
of social currency. what is real. Work out where you want people to have
this experience is it at home, in store or
VR, MR and AR are set to become even out and about? Once you know what you
more all-encompassing, creative and in want the experience to be and where
some cases more social. We will progress you want people to experience it, then
from basic interaction in VR to room scale chose whether it is VR, MR or AR that
experiences with motion trackers allowing will best deliver that application. It will be
us to move around and truly be part of the important to choose the application first,
action. We have already started to see this then the platform. Play to the strengths
and it will start to become more standard. of each platform and consider that these
We may start to enhance our virtual strengths might well change rapidly as
experiences by factoring in other senses, the technology progresses. Innovations
12
Reality Check a VR experience. On the other hand, I dont believe it is as realistic as of it in their lives - only half (65%) feel that
Back in the real world

while awareness of AR technology is people make it out to be but then this trend has relevance to them.
significantly lower than VR (32%), when again I havent actually tried it.
prompted 35% have actually been I have no doubt that some of these
exposed to an AR experience (this is With a lack of faith in what current technologies will be life enhancing, but
driven by Pokmon Go and Snapchat, technology can do comes a concern they have yet to really touch my life
especially for 18-34 year olds). Most have about value for money. When it comes to even though Im open to them.
For the majority of people VR and AR technology is much further down the line limited knowledge of the technologies hardware, although 35% are interested in
technology still feel very new. As an than it actually is at this point in time. and were not aware of the differences, purchasing a headset, many people are I struggle to see where it will be
industry, we have heard lots of buzz nor frankly did they care for this detail. In holding out for a drop in price before they an advantage in day to day life. I dont
around this space for a while now, but There is a slight disconnect between their minds, pretty much everything fell purchase a product they are still a little see it becoming something people
our research shows that this is not awareness and experience with VR and under the umbrella term virtual reality, wary of. use everyday.
necessarily translating to the masses AR technology. Two thirds of people which would explain the low unprompted
just yet. It is easy to be tricked into (66%) are aware of VR technology, awareness of AR as a term and they were I really hope the prices drop for the Most struggle to dissociate these
thinking that awareness and trial of the however only a quarter (26%) have tried certainly not aware of MR! headsets because Im also going to technologies with gaming and cannot
have to upgrade my computer specs to imagine the broader applications. When
This general lack of exposure to VR make this work. pushed to think of applications beyond
I really dont think there has been enough education and AR technology drives relatively low gaming, they turn to industry applications
expectations of what it can deliver. I think the fact that VR experiences such as medical training, education or
about the purpose of AR or VR. Unless this is done I are set to become more affordable is scientific uses. There is a real gap here
cant see this doing anything for me or my family, or I imagine VR is fun, but I cant see it a great movement. It will definitely go for brands to show people how these
getting close to the real thing, let alone mainstream once we are all able to technologies can play a part in their
how this technology can take off anytime soon. being able to surpass it. access it easily. everyday lives.
Amongst those who have tried the I cant wait to see the ways that these
technology, many feel that the physical technologies could be used. I just dont
headset is uncomfortable and isolating, think we are there yet and Im not great
How do you feel about where which proves a significant barrier to at thinking them up myself.
Reality Check could go in the future? regular usage.
There are clear groups of people (18-34
Im not sure it is a technology I will use year old males and parents in particular)
that much. I find the physical wearing who are very excited about the immersive
of the gear very uncomfortable and the experiences that VR and AR can offer
isolation of viewing something that you and the future of where this technology
cant share is really quite odd. can take us.
29% 26% 22% 16% 13% Another issue is that, even if people are I feel like Ive been waiting my whole
Indifferent Excited Enthusiastic Happy Apprehensive
aware of the technology and have tried it, life for really realistic VR technology to
they do not necessarily see the relevance be available.
13
Honestly, Im so excited and These ideas are fun but they just dont I think VR and AR will become
fascinated by VR. I expect gamers will replace real interaction. I think people mainstream in the next few years.
embrace this technology first and then will get bored of these gimmicks once We will see its popularity growing,
How relevant to you it will spread onto others. they are no longer new. there are exciting times ahead!
is Reality Check?
However, for others there are some real Despite these challenges, people are
concerns about the social impact of a eager to be shown the true potential of
technology that is so solitary in nature these technologies 43% like the idea
and so far removed from the real world. of these kinds of experiences and 48%
ALL
I feel VR and AR are going to be a big step 32%
think VR and AR
A
forward for technology. There is the potential to
DU
are just a fad
65% LT S
R E L E VA N T engage humans by increasing their knowledge
and interactions with others.
There is a danger of us distancing believe there is a big future for VR and
ourselves from real life into some matrix- AR (rising higher for both men, younger
like reality where it doesnt matter age groups and parents). There is also When do you feel
83% AGE
: 1 whats real and whats not anymore. potential for word to spread, with almost this trend will be
8
64% AGE half (49%) believing they would share a at its peak?
: 3 As it currently stands, VR and AR good VR or AR experience with friends
34
40% AG technology are potentially in danger of (62% amongst young males). As more
5
E:
At its peak now

falling into the territory of being gimmicky, and more relevant content is rolled out,
54
55
a fad or only relevant for gaming. trial and advocacy will be key to this
9%
+
trend really taking off.

At its peak in a
So where does this leave us? The feeling few years time
is that it is early days. The true height of
42%
43%
VR and AR technology still feels like it is a
good few years away for most people. Of Its only in its very beginnings
believe VR and AR are
all of our trends this one feels the furthest and will be at its peak much
a bit of a gimmick away with 91% agreeing that it will peak in further in the future
the next few years or further in the future.
49%
14
MINDSHARE TRENDS 2017 HASSLE FREE
Hassle Free
What is it?
The increasing use of technology
to iron out the inconveniences and
irritations of everyday life.
15

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

sword, both demanding an instant response
from our attention and presenting the means
for managing those demands.
16
People are already starting to relinquish an AI service that schedules meetings integrated into appliances and objects
control to technology, effectively allowing on your behalf. The standout example around the home. The challenge will be
it to act on their behalf, in ways that help perhaps this year was DoNotPay the whether people are emotionally prepared
minimise inconvenience or save us time chatbot lawyer designed to contest to give up control to the algorithm to
or money. Smart meters are managing parking fines. enable full programmatic commerce to
energy usage, coffee machines are gain traction.
automatically ordering fresh supplies Integration into everyday services
and virtual assistants are alerting us Pre-existing services are increasingly
to problems on our commute to work. applying AI to improve the customer
Hassle Free is not typically about getting experience by ironing out bumps along
enhanced performance from products the consumer journey. While we have
or services, but is focused primarily on come to expect this in ecommerce
efficiency and productivity achieving through product recommendations,
the same ends with less effort (time, automated shopping lists and suggested
mental effort, energy) from us. delivery times, it is becoming more and
more prominent in our core mobile
We can see this trend developing in services; the automated responses in
a number of areas of everyday life: gmail or messaging platforms to save us
the hassle of typing our own messages
Hardware & the Connected Home or the suggestions from our calendar of
The fundamental premise of adding when to depart to make a meeting are
connectivity to hardware around the both examples of the types of low level
home, whether that be thermostats, hassle saving innovation were starting to
lighting or security systems, is to make expect from brands.
life flow more smoothly. Next year we
can expect big growth in this area Programmatic Commerce
through Amazon Echo, the launch of The automated re-ordering of physical
Google Home and the integration of Viv, products is the Hassle Free application
Samsungs recently acquired AI system, that is currently least developed but
into household appliances. has the greatest potential impact. There
is certainly demand for the automated
Task specific applications reordering of low interest household
We are starting to see innovations products (eg toilet paper or cleaning
applying AI to specific everyday tasks in products). We are starting to see the
order to alleviate discrete pain points. infrastructure for this come in to place
X.ai has gone into beta in late 2016 as with Amazon Dash Replacement Services
17
Hassle Free 5 11
In This Space
1 SNOO 8 APPLE HOME KIT 14 AMAZON DASH
Smart crib that has microphones, Smart home ecosystem bringing all your REPLENISHMENT SERVICE
speakers and sensors embedded into smartphone devices into one place. Can Code that enables connected devices to
its structure and will rock babies back be remotely controlled from your phone. order physical goods from Amazon when
to sleep with a womb-like motion supplies are running low.
whenever it hears them cry. 9 GOOGLE 6 7 12
AI powers many of Googles consumer

2 GOOGLE HOME offerings for example, it organises your 1
A voice activated speaker that hosts the pictures in Google Photos and offers you
AI Google Assistant and works as the suggestions for email responses in Gmail.
control hub for connected home devices.
10NOTION
3 EAT WITH AVA Notion is a start-up app that learns from
Using a combination of image users interactions with different emails
13
recognition, AI and nutritionists, AVA and highlights importance depending on
seeks to help people eat more healthily your previous interactions with the sender.
by analysing photos of users foods and
sending them nutritional information and 11 AMAZON ECHO
meal suggestions. Hands free smart speaker controlled 2 3 8 9
by voice. Alexa plays music, provides
4 WEMO SWITCH information, news, sports scores and
Using Wi-Fi, the switch lets you control weather.
any device from the accompanying app
on your phone. 12 EBAY SHOPBOT
eBay is testing a personal shopping
5 ZENBO assistant chat bot that will use AI to learn 14
A smart home robot operated via voice more about shopper preferences and
that can act as a home manager, security help tailor ebay searches. 10
guard, and family photographer.
13 VIV
4
6 SAMSUNG FAMILY HUB FRIDGE Recently acquired by Samsung, Viv Labs
This smart fridge links to ordering have created an artificial intelligence
services, plays films and lets you platform that enables developers to
remotely see inside it. create an intelligent, conversational
interface to anything.
7 X.AI
A personal assistant that schedules
meetings for you.
18
Hassle Free
Expert Opinion
RUTH ZOHRER more diverse data set we can apply to on laying the technical infrastructure For consumers hassle free tech can
Head of understand people. Any interaction with and business partnerships to harvest make help us make better decisions
Programmatic Marketing the IoT can become a data point on that this new type of data, and be in the and save us time, but at what cost?
Mindshare person, and any technology a potential best position to apply it smartly to
media touch point marketing will not regain peoples attention when the The fitness organisation monitoring
Simply put, programmatic marketing is only be reserved to the addressable time comes. each beat of my heart and every calorie
based on the application of technology channels we immediately associate I consume, the entertainment system
and data to create opportunities for with programmatic marketing today recording every second of video I watch
automation, remove points of friction in (like display, search, and even some POLLY CHANDLER and the location tracking on my phone
the media buying process, and collect elements of radio and TV) as anything Digital Strategy logging my every move. I give this data
data to further understand the people and everything becomes media. Mindshare away freely in exchange for a hassle
behind audiences and segments. free life, but what happens if these
Whilst we still havent achieved 100% Brands, hence, will need to find new Ive run out of milk, so Amazon orders organisations decide to use my own
hassle free marketing through this, avenues to connect with people at the more. Great! But who decides which data against me in the future? I could be
we have significantly diversified the right time and most importantly in brand to order? Does the paradigm giving up the choices I want to make for
amount of data points about people, the right mind-set. Efficiencies in doing of choice through brand familiarity myself, or paying to access information
found even more creative formats to the weekly shop or in researching suddenly become redundant when that I provided in the first place. So
convey a message, and increased the holidays, to cite some examples, will the decision of which product to buy longer term we need to consider the
number of media buying transactions take place alongside two opposing is made for me? If not faced with a shelf true meaning of hassle free.
to facilitate those touch points on any dynamics: an increase in hours spent (physical or virtual) full of choice, those
given day. With this level of complexity, online juxtaposed to an also increasing impulse decisions to buy more, or buy
the opportunities to create more blindness for marketing content. So lets a different brand vanish. Loyalists and
personal experiences through marketing be clear, more is not always better in our ability to create lots of them will be
demands daily use of algorithms to this context. one of our greatest assets. VPAs could
speed up the decision making process very quickly become gate keepers to
and application of machine learning to Receiving a discount from a brand consumer choice and therefore our
evolve a marketing approach, among deploying a strategy to conquest buyers brands successes, so more than ever
other things. away from competitors as they ask we will want our customers to order
Alexa for a specific product or service Cravendale not milk. Those less
The growth in AI, and more importantly, is not far in our future. Yet emphasis on salient brands must learn to become
the Internet of Things represents a differentiated experience to connect as accessible to the AI algorithm as
an exciting evolution of what we do a brand with its people will be just as possible and compete on a level
through programmatic media today important as it is today perhaps even playing field with competitors for
because it opens the door to an even more. Brands, hence, should be focusing visibility.
19
Hassle Free
Expert Opinion
NORM JOHNSTON 41% year-on-year. So how should the physical product in your fridge could STEVE RAY product to the market doesnt get the
Global Chief Strategy industry respond? There are some send a message to your Amazon Client Director opportunity to win us over in-store.
& Digital Officer simple and pragmatic measures, most shopping basket to re-order. Your Mindshare
Mindshare notably embracing the IABs LEAN (Light, Nespresso machine could count daily The importance of using media to drive
Encrypted, Ad choice supported and capsule usage and send caffeine That damn connected fridge. When I awareness and prompt trial of something
Way back in 1905, Nobel Prize-winning Non-invasive) principles, which attempts consumption data to your fitness and diet started working in media, back in 2003, different will be crucial when the final
bacteriologist Robert Koch presciently to address the four deadly sins of online application. Your Jaguar vehicle could we were already envisioning a fridge that purchase decision is programmatically
warned: the day will come when man advertising. However, increasingly the turn off the house alarm once the car would automatically order your milk when determined. Otherwise we have no
will have to fight noise as inexorably as answer may be less noise. In fact, it may enters the driveway. you ran out. Were not there yet (although incentive to intervene.
cholera and the plague. Little could he be silence. products like the Samsung Family Hub
imagine the sheer volume of noise todays In each of these scenarios, there is no are getting us closer) but its still the go-to
world-weary citizens encounter every day The third wave of digital disruption, the overt communication to the consumer, example of a connected world.
- everything from the roar of passing jumbo Internet of Things, is upon us and like rather a silent value exchange between
jets to the sonic plague of Justin Bieber. previous disruptions it will bring new things. No noise, lots of value. Right now, we have connected
opportunities and challenges. One such technology that does one job well, rather
This noise comes in all shapes and forms, opportunity comes from the flow of The most valued brands may be the than a true connected experience. One
a veritable tsunami of daily sounds from data that will emerge from the over 50 ones that do the most for you without of those is Amazon Dash, which we
that first ping from your mobile phone billion objects that will get connected you ever having to see or hear anything. talked about in last years trends. An
when you wake up to the last notification to the Internet. Everything from houses The best advertising in the future may be admittedly ugly button that you push to
before you go to bed. and cars to your body. Many of these silent, and people wouldnt want to block order your next batch of washing powder,
connected objects will be products such it given the invisible and uninterrupted dishwasher tablets, bathroom tissue or,
No wonder people are looking for ways as Nike sneakers, Nespresso machines value it provides. As Gordon Hempton, er, Play-doh
to reduce the daily noise, to filter and and Hellmans mayonnaise jars. For the the founder of One Square Inch of
block anything intrusive, unwelcome, first time these products will be able to Silence (the quietest place in the United Well, thats great for convenience,
and irrelevant...including advertising. In talk or send messages either explicitly or States) once said: silence is not the but what opportunity does it offer
the US, Americans are bombarded with implicitly. The key question is what these absence of something, but the presence to competitor brands to break the
an estimated 4,000 to 10,000 ads a day. products say and whether you even need of everything. hegemony of a brand-loyal audience? If
In a desperate attempt to cut through all to know they are saying it? we hand over responsibility for ordering
the noise, advertisers have conjured up There are multiple use cases of silent our next mouthwash to Amazon or
every imaginable waypop-ups, take- data exchanges from products that will Samsung, we risk ending up only ever
overs, non-skippablesto stop you in reduce your daily noise intake while still experiencing the same product. When we
your tracks, whether you like it or not. making your life easier. no longer need to select our shopping
Which is why it should be no surprise that For example, if your Hellmans with Ocado, let alone visit a supermarket
ad blocking is growing by an estimated mayonnaise is about to expire, the in person, a challenger brand or new
20
Hassle Free
Expert Opinion
NEIL BRUCE connected baby monitors and Rob Joyce, Alexa and Google Home Apps showed socks (that switch off your show when
Head of Mobile UK who runs the Tailored Access group at significant uptake in usage over the Black you fall asleep) to solutions for CPG
Mindshare the NSA has freely admitted that their Friday/ Cyber Monday events in 2016. brands, who can use NFC technology or
preferred route into peoples networks is The Alexa App now sits in the top 10 of all image recognition to add an element of
The Internet of Things has been a hot via things. Music Apps in the UK, and Google Home connectivity to their packaging.
topic for several years now, yet despite (which also controls Chromecasts) sits in
continued funding (an estimated $3.7bn So, the bulk of investment in the IoT the top 15 of the Entertainment category.
venture capital raised in 2016) and an going to the business and manufacturing For context, this means that more users
increase in the number of connected sectors, a lack of homogenizing have installed the Google Home App
products coming to market, it remains infrastructure of consumer facing IoT tech over the last week than the Sky Go App.
something of a quandary to marketers. and security concerns throughout the Certainly this spike has been driven by
While on one hand, it offers possibly whole process. The prospects look bleak generous holiday promotions, but are a
the greatest potential to automate the for brand building in the IoT space right? clear indicator that consumer demand for
mundane processes that make our home-hub devices is growing.
lives increasingly arduous, the bulk Not quite. The steps that both
of funding (and predicted IoT growth) Amazon and Google have taken in With the growth of Amazon Echo and
is in the business-to-business and the connected home space over the Google Home, a new voice-controlled
manufacturing sectors, and therefore last couple of months in the UK (with App economy will take shape. Skills (As
intangible to consumers. the launches of the Echo and Home Amazon calls them) will provide brands
devices respectively) have opened up with the opportunity to engage with
While consumer- facing objects are the connected home market somewhat. consumers in a highly personalized way
still being launched at an increased Amazon has shifted 5 million echo whether that is recipe advice for a food
pace, there still exists a lack of built devices in the Unites States since brand, trip advice for automotive or sports
infrastructure to control the diverse array 2014 with an estimated 2 million of content for brands like Nike.
of use cases these objects fulfill and these sales being in the first 9 months
operating systems they utilize which of 2016. While no UK sales figures for This will be the main use case for the
means that the opportunities for brand the Echo have been released yet (and IoT over the next couple of years,
experiences in this space are still limited. no on sale date in the UK for the Google however as IoT technology becomes
Added to this is the issue of personal Home yet), all indicators point to a high cheaper there will be scope for brands
security. Connected objects in the home consumer demand. to create connected products to
are often targeted by hackers as a means engage with consumers. This could
of bypassing more sophisticated network One way to benchmark the uptake be anything from products designed
systems. All too often, we hear stories of these devices is to monitor their to provide an element of surprise and
about hackers talking to children via smartphone companion Apps. Both the delight, for example: Netflix connected
21

The natural evolution of this trend will IoT lies in issues of inter-operability and Technology is a double-edged sword. Perhaps only the most trusted brands
be the gradual growth in our comfort competing standards. The launch of While it can make us feel overwhelmed, it will be able to credibly offer solutions of
levels around interacting with machines the home assistants, Amazon Echo and can also help us manage choice and take automation to consumers.
and allowing them to make decisions on Google Home, will help create platforms over some responsibility for our decision
our behalf. There will be an inevitable for developers, brands and other making. Brands need to recognize this Ultimately, in designing for Hassle Free
sequence of progress and setbacks, as hardware to build upon. If these devices paradox and identify how they can use experiences brands have to deliver
people trial new innovations in this area are the success that we expect them to technology to relieve some of the burden simplicity and convenience. If through the
and judge each on their own merits. be, this will prove a huge catalyst to the of choice. implementation of their service, people
increasing automation of everyday life. end up adding greater complexity to their
Critical in the successful harnessing of lives then the whole purpose is defeated.
this trend will be the way in which brands
The launch of the home assistants, present the solution. Communicating the
Amazon Echo and Google Home, will help benefits of convenience is clearly key but
also being conscious of the emotional
create platforms for developers, brands and issues of giving up control will be critical.
Good UX design will be particularly
other hardware to build upon. important in overcoming this challenge.
If innovations offer significant value

through the effective minimisation of
hassle, then we can expect peoples
appetite for automation to grow rapidly.
Issues around the giving up of control
are likely to recede, if people find
genuine utility through automation.
But this will all depend on the current
challenges of inter-operability, ux design
and, in the case of IoT, security standards
being resolved.
Perhaps the most tangible next steps

to look out for in the coming year in the
rise of Hassle Free will be the rise of
platforms that help tie many of these
automated experiences together. Much of
the current consumer frustration around
22
Hassle Free This is perhaps a reflection of peoples rapid changes that are taking place The word control is the key here. People

tendency to think in the now, finding it in front of them. There was a tension were much more positive and receptive
difficult to visualise future developments between people wanting to embrace to technology that they feel they have
and also an indication that we are as an technology that makes their life easier control over. Smart heating, connected
industry a bit ahead of the masses when and a reluctance to give up control to cars making route recommendations and
it comes to our thinking on these things technology and allow companies to make connected packing with food expiration
something we need to be mindful of in decisions on their behalf. Half of those alerts were all more popular hassle
The majority of people found Hassle into things such as online shopping, our communications. we surveyed said that they welcome free applications. Other applications
Free appealing, as they will always banking, cashless payment and instant any technology that will make life easier, that require us to relinquish a bit of
find convenience in any shape or form access to information such as train Once we talked through the trend, using however 55% dont trust technology control were less popular, such as smart
valuable. It was also one of our most times. While there have been rapid some IOT and AI examples, people were companies to make decisions for them shelves/appliances that reorder or even
relatable trends 75% of people felt that technological advances in this space, on the same page, but they did have and 62% dont want to give up control algorithms that recommend what we
this trend was relevant to them, driven people are still very much excited by some reservations however. Given the of their life to technology (rising to 76% should wear that day.
by younger generations and households hassle free technology that has been speed of innovations and advancements amongst those aged 55+ years).
with kids. around for quite some time and that we in hassle free technology, they were
take for granted. struggling to feel comfortable with the While I think the idea behind this
Many things are now more hassle technology is probably quite thoughtful,
free than in the past. Im sure Id cope its all a bit too big brother for my liking.
without it but it has made my life a I love any technology that makes my life easier! I prefer to have tech that will be helpful
whole lot easier as a busy mum. in my daily life but wont invade my
The calendar on my phone and its interaction
Initially people struggled to visualise our
interpretation of hassle free technology,
with Google maps makes my working days run
privacy or allow me to be spied upon.
59%
Turning on the
as this phrase for them instantly translated so much smoother. heating remotely
before I get home
How do you feel about where

Hassle Free could go in the future?
27%
A smart shelf that
reorders washing powder
22% 22% 20% 17% 17%

Apprehensive Indifferent Excited Enthusiastic Nervous
23
Two key contributing factors to this In a society and indeed a world that I really like the idea of having devices
reluctance to give up control are suffers from debt, homelessness and that can make essential tasks easier
concerns that we are becoming too reliant poverty I cant help thinking that it
How relevant to you on technology and data security and seems ludicrous to encourage people
but I really worry about the level of
access these devices have to our data
is Hassle Free? privacy issues particularly in relation to to think and do less for themselves and our lives.
hardware and the Connected Home. whilst paying for the privilege.
Older people in particular were more Data privacy and security were very top of
likely to see Hassle Free technology as mind when it came to anything hassle free
unnecessary and an indication of how lazy (and indeed technology related) - 45% of
we are becoming. They saw the growing adults were worried about hacking, and
ALL
dependency on technology as a real this concern is even higher amongst the
75%
A
DU
LT S
danger to society (see Digital Dieting!). over 55s (54%) and those who were less
confident with technology (50%). 41%
Connected packaging
R E L E VA N T alerting me to when products
in my cupboard are
going to expire
In many ways IOT and AI will make our lives a lot

easier but at the same time these technologies
could make us lazier and less able to handle simple
87% AGE
: 1
8

tasks in the event of a technology failure.
75% AGE
: 3
34
56% AG
5
E

54
: 5
5+
29%A smart fridge

reordering groceries
for me
24
How do we know our data is secure? If innovations at the moment and therefore This initially lukewarm reaction can be people started to see the impact it would
they can access one device, how do we could imagine where these could go. explained by two things. Firstly the lack have on their lives and were much more
know they cant tap into all of them? These younger people are key to the of foresight we have already mentioned, enthusiastic. Those that were familiar with
Hassle Free trend truly taking off as they but secondly the nature of the trend itself. IOT and other hassle free technologies
Despite these concerns, people generally are also the least likely to be concerned Hassle free technology is there to get could see the current limitations of the
anticipate a big future for this trend but about data security and the most likely to rid of the smaller more mundane, tasks technology but could also visualise
their struggle to conceptualise it makes
it feel further away in their minds than
it actually could be. There was quite a
be open and receptive.
Surprisingly, overall excitement about

in life to achieve the same ends with
less effort rather than enhancing the
performance of products and services
a better future once these isolated
applications were all brought together. 38%
A service automatically
sorting out my bills for me
marked difference between age groups the future of this trend was lukewarm, we already use. Potentially not as exciting I think were only just touching the
on this point. Older people were not only with less than a quarter (20%) of people when you first contemplate it and think surface of what AI and IOT can do for
more wary of technology that can assist expressing excitement about where about the impact that each individual us. Currently you need to know what to
with everyday tasks, they also had less this topic could go in the future. But this application will have in isolation. However, ask and what to look for. True AI will be
foresight. Younger people were more was certainly not a reflection of their when you look beyond this and visualise revolutionary, where we can interact on a
likely to concept current technology enthusiasm to embrace this technology. a combination of hassle free applications similar level to how we do with humans
This is a really exciting time in technology as the

tech we use moves away from being a set of tools When do you feel
and becomes a part of our lives. At the moment this trend will be
technology isnt smart enough to fully integrate; 45%
A service or connected car
at its peak?
you cant say to your phone Im not feeling well, recommending the optimal
route to work At its peak now
I think Ill stay in bed and expect it to call in sick 6%
for you, cancel your meetings and get you a cup At its peak in a
of tea. Were on the verge of some really exciting
developments, but we arent there yet.
17%
An algorithm recommending
few years time
42%
what I should wear that day
Its only in its very beginnings
and will be at its peak much
further in the future
51%
25
MINDSHARE TRENDS 2017 D I G I TA L D I E T I N G
Digital Dieting
What is it?
There is more concern about the
impact technology is having on our
lives and as a result we are rethinking
and adjusting our use of technology.
26

As a concept, technology exists to help checking them over 200 times a day
us achieve things, in turn making our (studies show, a conservative estimate!).
lives easier and more improved. Well, Attention spans are getting shorter. We
thats the theory. As we are seeing so are losing focus. Mobile means we are
many new forms of technology emerge constantly switched on and available 24/7
and spending more time with them, and dominates both our work and home
people are becoming concerned that lives. Mobile plus email and now arguably
this is not the case. History shows us the combination of mobile and social
that backlashes against technology media are really having an impact. People
are clearly nothing new. What we are are starting to recognise many downsides
seeing now is nothing quite as extreme to being so constantly connected.
as a 19th century Luddite rebellion. Increased stress levels, distraction,
In the space of 25 years we have gone from the

first internet browser through to the majority of us
owning a smartphone and checking them over
200 times a day.
Our total dependency on these new worries about social interaction, unease
forms of technology makes protest or about privacy and general fear that we
complete exclusion appear ludicrous to are not experiencing real life are all
most. People are not necessarily anti- concerns.
technology, they are just looking for the
right balance of technology in their lives A new study from Deloitte suggests
and as a result, we are putting ourselves that a third of Brits wake up in the
on a digital diet. night to check their phones. Weve got
to a tipping point where we are not
The difference now is the type of sleeping as well, not interacting with our
technology that is taking a hold and the loved ones enough and are constantly
sheer exponential growth of it. In the checking for that next email, text,
space of 25 years we have gone from notification or social media fix. This is
the first internet browser through to the acting as a trigger for people to change
majority of us owning a smartphone and their mind-set and behaviour.
27
How is it developing? no surprise when six in ten say that they Changing social media behaviour. traditional forms of relaxing such reading
have neglected schoolwork due to being Social media is a huge point of a book or spending time outdoors. We
Mindset and behaviour are changing in the following ways: online and a sizable amount of teenagers contention for this younger generation are increasingly looking to take care of
believe they have nomophobia; and increasingly the older generation ourselves in both mind and body. Fitness
Time out of the loop. phone; old fashioned handsets that just smartphone separation anxiety. Switching too. We only often showcase the positive and wellbeing activities such as yoga,
People feel their time is not being best make calls and texts. Some are using off entirely seems even more alien to this aspects of our lives on social media, meditation, pilates, running and walking
spent and are looking to reduce their them in the evenings to counteract their generation that have never lived without creating anxiety, unrealistic comparisons, are all seeing consistent growth. We are
device time by turning off notifications, daytime smartphone use and parents this kind of technology and digital dieting jaded expectations and a distorted sense craving simplicity and uncomplicated
activating airplane mode or switching are using them to help control their is the compromise for parents; although of reality. Many teenagers are feeling things. People strive for holidays where
off altogether at key periods of time. childrens technology use. More and usually difficult to enforce! Having said the pressure and are taking a break they can switch off from technology
A good nights sleep is important and more parents are putting their children that, there are a number of teenagers from Facebook and Twitter, or giving up and are now deliberately choosing
we are seeing various tactics to avoid on some form of digital diet, whether that do question the impact technology is these kind of platforms entirely, as are destinations with no internet access or
tech usage at night-time. There is also a its no phones at bedtime or rewards for having on their lives and are setting their many adults. A recent report from the mobile signal. We have become more
small but lucrative market for the dumb breaks from screen-time. This comes as own limits or changing behaviour. Danish Happiness Research institute consciously aware of our relationships
showed that those that had given up with others. We recognise that things
Facebook for even just a week, were like phubbing (snubbing someone while
happier, less stressed and felt less lonely. you are on the phone) are damaging the
However, often where teenagers differ quality of our face to face relationships
from adults, is that they are migrating and we are now more inclined to do
their use of public social forums for more something about it. There has been a
private networks such as Snapchat and growth in bars and public spaces that
Whatsapp, which merely alters the type have phone amnesties or nights out with
of communications they are engaging friends where you relinquish your phone
in. Arguably these platforms enable to the middle of the table for the night.
responses to feel less curated and more
transient but the constant need to check Seeking privacy and anonymity.
phones and fear of missing out (FOMO) Along with our increased technology
is still there. We are all trying to wean use, we are leaving a trail of digital
ourselves away from that small dopamine behaviour and personal information
hit we get every time we pick up our (big data) about ourselves. We are ever
phones for a new notification or message. more aware of companies analysing and
utilising this data to communicate with
Real world, real people. us and as a result are increasingly taking
The growth of the experience economy up ad blockers and opting out of giving
is no surprise. A large proportion of our our information unless the rewards are
leisure time is spent with technology and worthwhile. We do not like to feel like
people want to re-engage with the world our every moment is being tracked and
around them, making the most of every are seeking more privacy and anonymity
moment. They are turning to other more in life.
28
Digital Dieting 4 10
In This Space
1 OFFTIME 7 PHONELESS FRIDAY 13 MAKE TIME FOR IT
Blocks and filters communications Save the Children challenges people Britains smallest Craft beer bar from
on smartphone, with modes such as to go phone-free for 24 hours to raise brewery Meantime that aims to get
work, family or me time to eliminate money. Participants donate 5 to take people to switch off and connect with
distractions and ensure you only have part and if they fail they have to pay an others whilst they are there.
access to the information you need. extra 5 penalty. 5 6 11
2 THE GIN TUB 8 DOLMIO PEPPER HACKER 1

This bar in Sussex blocked all mobile What looks like an ordinary pepper
signals inside the venue so people could grinder from the outside, is in fact a
actually socialise with the people they device with hidden technology that lets
are with, rather than the people they are parents turn off Wi-Fi routers, mobile
not with. phones and TVs to bring their families
closer together when having a meal.
3 C BY GE 12
Smart lightbulbs designed to get in 9 HEADSPACE

touch with the bodys natural rhythm, Popular mindfulness app Headspace aims 7 8
which allow you to schedule and toggle to mobilise people to switch off and look
between three colour temperatures, one after their minds by sitting to meditate for
for each time of the day, via an app. a few minutes a day, every day.
2
4 TIME TO LOG OFF 10MOMENT
Digital detox travel company which offers Moment tracks a users device usage
retreats in places such as Hawaii, Italy and allows daily limits to be set.
and Cornwall.
11 FREEDOM 9 13
5 UNPLUGGED WEEKEND Freedom is a browser tool that works
Provide group experiences, such as across multiple devices, allowing users
workshops, team building and festivals, to disable internet connection for a set
to help people manage their digital habits time period.
and lead balanced healthy lifestyles.
3
12 THE LIGHT PHONE
6 FLIPD A credit card sized dummy phone
Flipd locks your phone for a set period that connects to your smartphone that
of time which cant be reset once can only make and receive calls and
enabled. It can also lock others devices tell the time.
which is good if teams want to keep
everyone focused.
29
Digital Dieting
Expert Opinion
RUTH ZOHRER content delivery is crucial to succeed impress? People at the end of our tools interaction to be enjoyable or know it to almost as if we are surgically attached to
Head of amongst these digitally dieting all want simple, thoughtful solutions to be useful. our phones.
Programmatic Marketing populations. their day-to-day problems.
Mindshare At the same time, as advertisers, we This attachment is having far-reaching
And it doesnt have to be incredibly should challenge ourselves to make consequences and is in some cases
Undeniably, digital dieting has a difficult to start. For example, combining ALICE BRADY more of our technology experiences putting us in physical danger. There
knock-on effect on any practice already existing data sets such as Strategy Director good. Can we challenge ourselves was an exhibition of large sculptures
that requires people to be online location, dwell time and keyword Mindshare to always add value in the digital recently in the grounds of Salisbury
to establish a communication touch searches can enable a marketer to experiences we create for consumers? Cathedral. One sculpture of a pair of
point, and programmatic marketing is be much more thoughtful about when Its pretty undeniable that omnipresent Like an alarm app that donates a pound clasped hands was placed over a path.
not the exception. In some instances, to encourage a dealership or store technology, and the ubiquitous mobile to charity every time you snooze, or Very quickly however, it had to be
programmatic marketing practitioners are visit. Taking into account credit score especially, is getting in the way of real solving a shopping dilemma, or using the moved as people were walking into it
partly to blame for people making the data prior to promoting applications to life experiences; if youve never spent an power of VR as an escapist medium to while glued to their phones.
decision to detox from digital; many a products or services that have specific evening on the sofa next to your partner create guided meditations, advertising
time the tools of the trade have become eligibility requirements is another face-down-in-your-phones I salute you! and technology can be good. So perhaps it is not dieting we need but
the focus of marketers thereby resulting great way to improve the overall user radical surgery!
in poor, intrusive and even creepy experience (not many people would Its no wonder so many of us are making
advertising experiences for people at the welcome being presented with a product a conscious effort to kick our addiction to DENISE TURNER
end of those tools. And we wonder why or service, and spending several minutes technology. The ever growing popularity Insight Director
anyone would put the phone down and filling out a form to obtain it, only to find of mindfulness - mindful eating, walking, Newsworks
take a break? out they are not eligible). parenting, dating, colouring, birthing,
leadership, knitting, gardening and many Digital dieting is perhaps too mild a word
Yet simultaneously, programmatic Most of us would think of these more can often be as much about to describe the reaction to technology
marketing tools can be applied for applications of data as duh moments; keeping your phone in your pocket as in some quarters of the population.
good to create a better advertising they are relatively straightforward so much as anything else. It seems that for some people the
experience, and address part of the anyone with common sense could usefulness of digital has tipped over
challenge that digital dieting poses for and would think about it. In practice, Its important though that not all into the realms of a noose or a ball and
brands and marketers. Establishing the however, it is less easy to stay away from technology is demonised as distracting chain. We are all plugged in, yet we
appropriate point of contact with those the shiny objects; the complex data sets, and damaging. are wrestling with the consequences
same people who are taking themselves the new technologies, and the difficult of a digital overload. There is a tension
off grid for moments at a time requires creative executions. If, as marketers, Its slightly more subtle than simply between the desire to connect and
a much more sophisticated use of data we find ourselves falling into that trap cutting down the time spent with tech. To keep up to date with the wider world
to define the right moment for that all too regularly, it is worth pausing to paraphrase an old adage, we should be and a growing dependency on phones
approach; relevance and timeliness of ask ourselves; whom are we trying to questioning whether we believe every that blocks out the rest of the world. Its
30
Digital Dieting
Expert Opinion
LIZZIE RANKIN GEORGE HOPKINSON To further understand why people are
Insight Executive Senior Research Manager trying to reduce their use of tech, its
Magnetic IAB UK worth thinking about what problems
technology is, and isnt, good at solving.
People are starting to seek a reprieve Technologys role in our lives is usually Tech is brilliant at solving practical
from all the noise and clutter and there to make things easier, our food for an problems that are grounded, tangibly in
are now even apps that seek to control efficient, stress-free and prosperous the real world. For example, shortening
and restrict our online consumption. existence. If it were truly that simple for the space between A and B, getting more
digital technology, then we would all be of X from less of Y and so on. Conversely,
However, the developing trend of Digital far from going on a digital diet. So why tech is less good at solving more abstract
Dieting isnt just about the amount of are many of us feeling overly stuffed with or social problems. A good example is
content we consume but the way it digital tech? the internet itself, a piece of technology
makes us feel and the increasing sense that has shrunk the world and brought us
of anxiety it is causing us. In part because access to free digital all closer together. We can communicate
products and services leads to more around the world in an instant but we
Earlier this year, Magnetic undertook a people, using more tech, more often. This havent necessarily got any better at
study, Moments that Matter, that looked phenomenon of offering things for free communicating our thoughts, feelings
at the role various content experiences has only been made possible by digital, and ideas with other people.
play in driving pleasure and purpose (key so we are seeing more of it as digital
elements of a persons happiness), and continues to grow. Of course, these If indeed it is increasingly easy to access
what this greater emotional engagement products and services are not actually digital technology that can amplify, rather
means for consumers and advertisers. free; money is made through advertising, than solve, human social problems is it any
predominantly via one of two different wonder some of us are getting down from
Magazine media and its welcome models. Firstly, by placing advertising the table and going on the digital diet?
environments were proven to increase directly around the product or service
subjective well-being at the point of or alternatively, by collecting audience
consumption, and this affects consumers data that can be sold to someone else.
receptivity to advertising. In this context Crucially both models rely on a suitable
the seemingly soft metric of well-being value exchange and we generally see
turns out to have some significant people welcoming this. For example, 74%
associations, which can in turn affect of UK adults prefer to use a free website
behaviour. As humans we are hardwired and have adverts than having to pay a
to engage more deeply with positive subscription (Source: IAB Ad Blocking
experiences. Research, July 2016).
31

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

reduced attention spans and diminishing despite these anxieties, the benefits
social skills. There was total agreement of technology more often than not
that there were downsides to our reliance outweighed their concerns and these
on technology and all had an everyday were put to the back of the mind. Plus we
example that they could relate to, either in also found that often these worries were
the context of themselves or others. applied to society as a whole rather than
We found that we really needed to dig a choosing whether technology was having them as individuals. Friends and children
bit deeper with people around the subject a positive or negative impact on their The first thing I do in the morning is (even if they werent parents) were high on
of technology and digital dieting as often lives, the majority (3/4s of those surveyed) check my phone and its pretty much the concern list and were often peoples
what they were telling us was quite chose positive. However, absolutely the last thing I do at night. I can be first thought, with their own tech usage
contradictory! When given the ultimatum of everyone had concerns around things like sat on my laptop on Facebook and an after-thought! This was not surprisingly
instinctively pick up my phone and exacerbated when it came to parents.
check it on that at the same time, this As an example 46% said they limit their
Using technology is taking over our lives. Parents happened again this morning and it is a childrens screen-time whilst only 27% said
video every moment and miss the live event little bit worrying! that they limited their own screen-time.
Most were doing something to regulate
because theyre looking at a screen. People walk There was a real consensus of feeling their childrens tech use, but the actual
here from a large number of people. activities varied greatly by household.
around unable to converse because they have ear However, 60% said they did not see the Some parents thought that digital dieting
phones in, you go out for lunch and someone cant amount of tech they use as a problem
and equally this was the trend people
should be something they took part in
together with their kids whereas with
leave their phone alone. felt most indifferent about (34%). A bit others it was about monitoring tech use.
There appear to be two camps regarding the

How do you feel about where tech or no tech rules within families. Some are
Digital Dieting could go in the future? totally fine with it and think its ok for TV, mobiles
and laptops to be on or up at the table. Others
have started a tech free time or area where
they are getting time together and talking. It is
34% 15% 14% 13% 10% whatever fits I suppose.
Indifferent Apprehensive Happy Enthusiastic Worried
33
As a mum, I feel that cutting a normal part of how they managed their
technology down to a certain amount day. Most had not thought about the
of time a day is important to both my term digital diet before. When we asked
When do you feel
How relevant to you son and myself. It gives us more time them outright if they are doing any kind of
this trend will be
is Digital Dieting? to interact with each other without the digital dieting (with an explanation) most at its peak?
distraction of social media or the TV. said no, however when we spoke to them
At its peak now
I think its about finding a balance and remembering 13%
that technology should be used to enhance your At its peak in a
ALL
real life rather than becoming your whole life. few years time
A
46%
70% DU For most it was about finding the right about how they were regulating their
LT S balance of technology in both their own tech use, most were doing something Its only in its very beginnings
R E L E VA N T
and their families lives (76% agreed this that constitutes a digital diet, they just and will be at its peak much
was important) and they were making dont think about it in that way. They dont further in the future
efforts to achieve this. really police themselves when it comes
to these things and have other worries
41%
i am not someone who thinks we that are higher up the agenda. Once
need less tech in our lives, I am very discussed digital dieting did feel like a
82% AGE
: 1 much a believer that more is better fitting description. Many agreed that it is
8 however that said, I am able to modify one of those things like going to the gym

71% AGE
: 3 my behaviour and tech use to suit the or eating healthy which we always talk
34
situation. about, but in reality most of us only take

52% AG
5
E small measures to change and feel guilty

54
Most were taking small steps to address about it when we dont do it!
: 5
the areas they were concerned about but

5+
did not initially consider what they were In this context, I think I am quite
doing radical enough to be a digital diet technologically overweight and could
as such. These small changes like only do with a digital diet.
buying a certain amount of data, switching
off at certain times of day or reducing
their time spent on social media, were
not considered a big thing and were just
34
For those that were taking these steps to

regulate their tech use, often there was
Not surprisingly the actual digital dieting
is coming from those that rely on using a
I think well probably do less digital
dieting as technology becomes more
I say quite often that Im going to stop using social
a trigger that made them consciously lot of tech in their lives; mainly younger a part of our lives, rather than a set of media like Facebook. I see something either
kick start a new behaviour. This may be a people, men, parents and those using tools we use, it will be more and more
particularly bad nights sleep, a disastrous tech for work. For example 18-34s were difficult to remove it from our lives. If useless or something that makes me mad and say
experience on social media, loss of their the ones most likely to have reduced its tricky enough at the moment to I am going to restrict my usage but it never lasts
phone etc. that made it all too apparent their time on social media or come off work without an iPhone calendar, how
the effect technology was having on social media altogether. They were also difficult will it be once our AI assistant more than a few days as I am simply too nosey not
them personally. the ones that had the most pronounced
relationships with their smartphones.
has booked the meeting, location, and
told your self-driving car when and
to see what people are up to.
A while ago I was having trouble where youre going?
sleeping, and I read an article about I kind of wish smart phones hadnt
the impact that screens can have on us been invented. I kind of both love and Digital dieting is going to become an
late at night. With this in mind, I cut out hate mine. Long live the nokia 3310. absolute must if we want one-to-one,
all screens for at least an hour before face-to-face communication to continue
bed every day, and it really did make a Younger people do have concerns otherwise were all going to get sucked
difference. around social pressures when it came into a fully digital life. How sad would
to the act of digital dieting and felt that that be?
I lost my phone for a few days, and had they might be missing out if it was not
no alarm clock, the address I needed to something that their friends were doing at
send a birthday card was on the phone, the same time. Fairly ironic when it comes
and the Drs appointment details for down to the subject matter. Overall there
I am concerned about the
later in the week were saved there and were so many varied barriers to digital
impact tech has on the following:
nowhere else. It definitely made me dieting in practice that explained why
realise Im too reliant! digital dieting is happening in the format
of smaller more bite sized efforts or Online Distraction and Social and
Privacy bullying or abuse attention spans interaction skills
Whether people keep up this behaviour changes in behaviour.
after that trigger point is another story; 71% 67% 56% 55%
often we need a succession of trigger There is divided opinion on whether we
points in our lives to keep the subject top will do more digital dieting in the future or
of mind. Again pretty akin to dieting itself! not and what format it will take. In a climate
where we will be even more reliant on
How much people regulate their tech technology, our concerns around the
Self-esteem Living in
use was closely related to how much subject are likely to increase. Just over issues Stress levels the moment
tech they consumed on a daily basis.
The higher levels of concern were coming
half (53%) feel like our reliance on tech
will become a big problem in the future.
48% 43% 41%
from those that were less reliant on tech However, whether we would actually be
themselves, suggesting it is concern able to modify our tech behaviour in this
about others rather than themselves. new environment was a matter for debate.
35
MINDSHARE TRENDS 2017 CONNECTED ME
Connected Me
What is it?
The growing number of ways
in which we interact with the web
using the human body.
36

How we connect to the internet is While the push towards more human
changing. No longer will we be beholden interactions with technology is led by
to typing and swiping on our laptops, voice (talking is surely more human
phones, tablets or wearables. The future than tapping or typing), we are also
is all about more intuitive interaction seeing developments that will make our
with the web via the human body. Basic interactions ever more closely integrated
interactions with everyday objects, with the human body. We are moving
information, and more generally the on a trajectory from technology being
world around us will be rendered more something that is clearly distinct from
physical, simple and intuitive. us (a physical object or tool such as a
The future is all about more intuitive

interaction with the web via the human body.
All of these interactions are ultimately PC) to something we wear, and going
being enabled by a series of macro forward something we implant, embed
trends; exponentially increasing or even ingest.
processing power and miniaturisation
(fuelled by Moores Law), cloud computing Technology is getting closer to us,
capacity and AI advances such as NLP attaching itself to us and in some senses
(natural language processing). actually becoming part of us.
Since the dawn of computing, when

human operators looked to control
computers with physical switches and
punch cards, the increasing processing
power available to interface designers
has been applied to making computers
work harder to speak our language;
first with typed words, then with icons
(the GUI) and, now, through the voice
user interface (VUI), conversation.
37
There are a number of distinct areas where we
can see advances in the Connected Me trend:
Voice Biometric Gesture Hearables, Implantables and Embeddables

Interacting with technology via voice has developed We are seeing strong growth in the use of our unique Another important in way in which we are starting Technology has been growing closer to the body
significantly over the past few years largely because physical identifiers being used to interact with the to engage directly with machines is via gestures. and we can expect to see greater use of hearables
machine learning advances have meant that world around us and carry out tasks. Biometric We have become increasingly familiar and even and even implantables in the years to come. As
voice recognition and NLP are now much more identification techniques, already introduced on comfortable with gesture technology, whether we voice becomes more established we can expect
reliable. Uptake of Siri, Cortana, and the various passports, are increasing in importance in banking realise it or not. From smartphone screens (pinch headphones to evolve to relay information to us
Google features driven by voice, had historically and finance, promising more secure payments and to shrink and sweep to scroll) to gaming consoles, and to carry out voice commands. Apples recently
been slow because the experience was often a accounts. The use of TouchID on iPhones has greatly to infrared sensors under washroom taps, we have released Airpods which integrate Siri for command
let-down. Now were at the point where the basic increased the awareness of and trust in fingerprint been trained to use gesture to interact with objects and conversations are the first manifestation. Thinking
capabilities (understanding us) are in place and authentication. in particular ways. of medical applications such as pacemakers, makes
take up is beginning to grow substantially. Sundar implantables in many ways a well-established
Pichai announced at I/O in 2016 that 20% of Google technology. We are now starting to see applications
searches in the US are now carried out by voice. In based on lifestyle (eg NFC chips as security passes)
China, Baidu says their customers use of search has and well-being (eg Proteus, a digital pill sensor which
tripled in the past 18 months. is swallowed to measure various vital signs).
38
Connected Me 1 5 6
In This Space
1 SAMSUNG SMART 6 AMAZON ECHO
CONTACT LENS Hands free smart speaker
The company patented a connected controlled by voice. Alexa plays
contact lens that is equipped with a music, provides information, news,
7
camera and can also project images sports scores and weather.
straight into the users eye.
7 HSBC
2 GOOGLE HOME The bank is planning to let people use
A voice activated speaker that hosts the fingerprints and voice to access their
AI Google Assistant and works as the money instead of passwords, using 2 3
control hub for connected home devices. special voice biometric technology to
analyse customers voices.
3 GESTURE CONTROLLED
DASHBOARDS 8 BAIDU TALKTYPE
Both BMW and Volkswagen have A new keyboard app that prioritizes
recently built gesture-driven info-tainment voice input over typing, displaying a
systems into the dashboards of some of large microphone front-and-center in the
their prototype cars. application. 8 9
4 MIT INGESTIBLE SENSOR 9 BRITISH AIRWAYS

An ingestible electronic device invented The company is considering serving
at MIT that can allow doctors to measure passengers a digital pill to monitor their
patients heart rate and respiratory rate stomach acidity levels and change dining
from inside the gastrointestinal tract. options accordingly, to help improve their
travel experience.
5 DUOSKIN
DuoSkin devices that look like temporary 4
tattoos can enable users to control their
mobile devices, display information and
store information on their skin while
expressing their personal style.
39
Connected Me
Expert Opinion
CRAIG STEAD does). Awesome! And its all in the name Getting past the mildly intrusive element So the infrastructure is there. The access stopped and thought about it. Would
Digital Strategy Director of convenience and efficiency. of true connection, you can see the to information is as well thanks to Sir I ever be able to get through airport
Mindshare benefits. Take the film Her; Joaquin Berners Lee. All it needs is you to take security without triggering a lockdown?
Whats more, were seeing Phoenix, seemlessly connected to his AI the leap. Be bold, be brave. And there was not-insignificant issue of
Sarah? experimentation with implants in the on acid personal assistant, scheduling, whether my body might reject this tiny
Are you Sarah Connor? Ive come to name of art. From Neil Harbisson, the prioritising, and basically managing his But the question remains. Does it make intruder and half kill me. How would I
Terminate you.... worlds first self-proclaimed Cyborg, life and all of its necessary inputs, simply you any less human? explain this to my doctor, who already
to Moon Ribas, the female artist whom via voice command. A conversation. thinks my exercise-free lifestyle is dicing
Thats what we all think of right? can detect the smallest of earthquakes Thats all. One of the most basic forms of with death?
Cyborgs, Androids. Terminator. Red-eyed through online sensors in her arms, communication.
human/machine hybrids that will take translating them into artistic performance. DAVID ROTH My conclusion surprised me: I said no.
over the world. There are others, current innovators (or So (run with me here), take that further CEO No to the ultimate in connectivity. But a
outliers, pending your view). But you for a second. Rather than an in-ear bud, The Store WPP big yes to what ultimately defines us as
Or maybe its Channel4s Humans. Or get the picture. Were on the cusp of how about an (in-ear) implant being human, not a machine. So its a new
HBOs Westworld. All pertinent analogies. something here. And they dont have Connectivity I love it. Ive invested year for me and another application to
But just dial back your crazy-theatrical, glowing red eyes or machine guns. Weve seen sub-cultures of tattooing, more time and money in interconnected complete for a replacement security pass.
imaginative think-tanks for a second. Its scarification and body modification go to devices than I want to recall or would
not that scary. The sticking point for the mass consumer extremes, with icons such as Vices Grace admit to my wife (if you see her, dont
is the phone. When you think about it, its Neutral re-colouring their eyes. Imagine mention it). Im a fully paid-up member of
Connected Me. You and the digital world. a bit of a pain. Its expensive. Its prone to a contact-lens type implant that could the Internet of Things world, scouring
Connected to everything without the breaking, theft or general loss. overlay information on your reality, AR- the web for the latest must-have
need for a mobile, laptop or smart-watch. style. Not a huge step away really. interconnected device. I spend countless
Youve got to admit, it sounds kinda cool. And its taken over your life, quietly taking midnight hours trying to connect things,
So whats the catch? centre-stage. It lives in your pocket or in Or gesture control. We already simulate praying to the gods of silicon that theyll
your bag, cared for like a newborn. That it on-device in order to magnify pictures, all play nicely together.
There is none. And its not too tough to tiny supercomputer is glued to your hand, to move onto the next piece of content,
fathom. Were in the midst of acceleration commanding your attention. Your partner, or to swipe to the next potential romantic- I recently had the opportunity to turn my
towards connectivity, where we can children and friends are now vying for match. What about finger-tip implants body into an interconnected device; to
control home security, heating and a inclusion. Remember them? But theres that translate and interpret your natural have a chip inserted into me. Yes, just
quickly growing host of other appliances in just too much information for you to miss gestures into digital action, retrieving under the skin in my arm. The allure
and outside of the home from our phones. out on, right? information or actions from requests at was magnetic. I could dispense with
Ive just bought a smart thermostat, your command. We saw it in Minority my often-lost office security pass and
allowing me to turn the heating on if the So, in that context, smartphones becomes Report. Yup, sci-fi movies once again just swipe my arm. Id never again have
temperature outside dives (as it often less of a help, and more a hindrance. signal a not-too-distant future. to fumble with house keys. But then I
40
Connected Me
Expert Opinion
NORM JOHNSTON improves the bots algorithms and so the JOHN TIPPINS Wii. But now developments in facial
Global Chief Strategy output specifically for you, producing a Strategy Director recognition, biometrics and wearables
& Digital Officer better outcome each time. Mindshare are creating an ability to analyse, react
Mindshare and respond to our very physicality.
And personal, in that increasingly bots For all the changes that the internet has
The reputation of bots has had a rough talk to you with a voice. In the US, over brought about in our social and societal This creates an opportunity for brands to
couple of years. The industry has gone 40% of smartphone owners regularly behaviours over the past decade, there offer a level of personalisation only hinted
on a massive bot-cull, primarily to root out talk to their phone, a trend significantly is one aspect of our online existence that of up to now. Where your intonation or
fraudulent online advertising and non- higher amongst teens and Millennials. hasnt changed hugely in that time. gait could offer a totally different brand
human bot traffic is at an all-time high. People have fallen in love with Siri, Alexa experience to another customer.
The Association of National Advertisers and Cortana. Look at Echos Amazon Physically, it has been a very singular
(ANA) estimates that over $7bn in reviews and youll find references to interaction. Our fingers have been the
advertising is wasted in the US by ads the perfect spouse. These are not only primary puppet-masters of our digital
being served to bots rather than real good bots, they are actually becoming experience. Tapping, typing, and
people. These are bad bots. part of the family. swiping on glass-fronted devices of all
shapes and sizes. Which does seems
2016 has been a lot kinder to bots. Marketers wishing to get their products at odds with our very human way of
Facebook successfully launched its Bots and content into the machines algorithms communicating, given that voice and
for Messenger product whilst millions have will need to advertise to these bots. Bots body movement convey so much about
fallen in love with Amazons Alexa. Even will go through the choices, filter the ads our state of being.
Microsofts messy Tay experiment hasnt and rank the content all based on how
dampened the recent enthusiasm for bots. good your advertising is in convincing But technology is catching up and soon
Step forward the good bots, the ones them that its the best choice for the the dance between the physical and
marketers may be desperate to get their people they represent. digital will become even more intimate.
brands in front of versus blocking them. The cast of AI assistants continues to
Bots have undergone a makeover from swell, with recent additions from Google
Bots are becoming not only smarter but bad bots to good bots and they could just (Home) and Amazon (Alexa) helping to
also predictive and personal. Predictive, be your new best friendor even partner. emancipate our fingers and give the
in their ability to proactively identify the voicebox a control it has so far lacked in
right information most relevant to your this space.
particular need states and all based on
a deeper understanding of you, your Gesture and movement have already
location and your past and future needs, been established as a fun form of gaming
and so on. Machine learning constantly control with the likes of Nintendos
41
Growth of Connected Me
Search Terms Top 5 Google Voice Search Terms UK
What is / Show me /
100 Definition FInd Geolocation
36% 15%
75
50
How to / Open another

25 Explanation program
11% 7%
0
1 Dec 1 Jan 1 Feb
2010 2013 2015
Call
Siri someone
Microsoft Cortana 5%
Amazon Echo
OK Google
Source: Google Trends Source: Google Search, Aggregated %
42

The key developments in the coming The use of biometric technology by If voice takes off as a significant form of much harder for new or smaller brands
years will most likely be in relation to consumers will continue to grow but interaction there will potentially be some to break in. As Amazon grows into the
voice. The launch of Amazon Echo this will essentially be driven by the security quite profound implications for brands. grocery sector there is a significant
year will swiftly be followed by Google demands of the retail banking sector. The limitations of voice in terms of its threat that voice commands via Amazon
Home next year, as in the home voice We can expect slow and steady growth. lack of suitability for presenting long Echo will favour own brand (effectively
assistant becomes a new battle ground menus of information mean that it is Amazon) choices over brands. When you
for the tech giants. Samsungs acquisition Implantables are likely to be a slower unlikely to be a great means of brand ask Alexa to buy more washing powder,
of Viv (the general purpose AI built by burn over the next 5-10 years, led by discovery. Instead we expect it to be what does it choose?
the original Siri team) , put together health services trying to deal with the best suited to task focused activities;
with their SmartHub, indicates they are challenges of aging populations and finding specific information, carrying out Other dimensions of Connected Me
looking to be a central player in the spiralling costs by applying technology tasks or buying products. Without the present less significant implications
smart home of the future and will likely for more preventative healthcare. ability to view alternatives or browse for brands. As these technologies and
aim to incorporate voice commands to through options, we suspect that voice modes of interaction develop there will
all of their domestic appliances (from TVs interaction will have a big impact around be both opportunities and threats for
to fridges and washing machines). Voice the consumer journey. In particular, we brands depending on their sector, but
is likely to be well suited to use in car think it will heavily favour repeat purchase nothing as potentially challenging as the
and Amazon are looking to licence Alexa of existing brand preferences making it impact of voice.
Voice Services to car manufacturers.
One of the key questions is to what

extent will people become more
comfortable issuing voice commands to
their phones in public. While there was
once significant social embarrassment
from the use of Bluetooth or hands
free headsets, this has diminished
considerably, and we think this is no
longer a major issue. Expect to see
growing numbers of people seemingly
talking to themselves (or their hearable)
in the coming months and years.
43
Connected Me pretty varied opinion was the wide range expectations in the past. The first few technology is good if you have a specific

of different concepts this trend contains, iterations of Siri have disappointed task in mind they just need a better
which people were comfortable with to people and prevented further trial, as idea of what these tasks could be. There
varying degrees. a result 50% of people were sceptical is a real need for further education about
about how good voice services can the capabilities of this technology.
As people had experienced voice actually be.
activated services in various forms Siri is forever offering to help me but I
When it came to Connected Me, people This trend provoked quite a lot of mixed already, they were much more Im aware of voice technology which havent yet found a good use for her.
struggled to find examples of how this feeling, which differed markedly by comfortable with the idea of them versus Ive tried unsuccessfully. It becomes
trend was playing out in their everyday age group. It is no surprise that it was some of the other aspects of this trend. so frustrating to repeat the same word Despite these barriers to current uptake,
lives at the moment and for many it still younger people that were more aware Having said that, the number of people or phrase over and over again and still people are optimistic about the future of
felt a little Sci-Fi. We will need to keep of developments in this space and were that said they actually use voice activated have my commands misunderstood. voice activated technology; almost half
this in mind as we work with this trend, more open to this trend; 18-34s found technology is perhaps lower than (45%) can envisage a time where we rely
so we do not get too far ahead of our this trend more relevant (82% relevant you would expect; just over a quarter. Secondly, people feel quite heavily on voice activated services and
audience and miss the mark. versus 70% all adults). Another cause of While uptake is increasing, voice is yet uncomfortable using voice activated over a third (38%) believe that having an
to be fully integrated into our lives as technology in public or in front of other Amazon Echo would be useful for them.
most people reported only using these people (half of those we surveyed).
services occasionally (e.g. when driving)
Siri seemed like a good idea at the time but rather than as a regular way to interact A marked behaviour change will need to
honestly I gave up using it after it struggled with with technology. take place around this area for voice to be
successful. The Amazon Echo could be
my Scottish accent technology isnt always as The barriers to more significant growth the accelerator for this behaviour change,
good as it is made out to be. in this area are threefold. Firstly, voice
services have failed to meet peoples
as people become more confident
using voice to interact in their home
environments.
The final barrier to greater uptake of

How do you feel about where voice is that people struggle to visualise
Connected Me could go in the future? the vast world of services and tasks that
it could assist them with. Over half of
people (51%) agreed that voice activated
I have access to Siri on my phone but I hardly

26% 24% 19% 18% 18% ever use it because I dont want to be speaking
Apprehensive Uncomfortable Nervous Excited Worried out loud when accessing the internet if Im around
other people. Id rather just type.
44
I have fingerprint security on my iPad. When do you feel

How relevant to you I can clearly see the advantage to this this trend will be
is Connected Me? at its peak?
since everyones fingerprints are unique.
At its peak now
Ive used voice activation for many Implantables, embeddables and
years. I recently purchased the Amazon ingestibles are going to require the 8%
Echo and although Im still getting used biggest shift in mindset if they are to
to it, I do believe it is very much the be embraced by the general public. At its peak in a
ALL few years time
way forward. Instinctively people feel that this type of
A
technology is too invasive with almost 33%
70% DU Similar to voice technologies, two thirds of people (61%) reporting that
LT S developments in biometric identification they are not comfortable with the idea Its only in its very beginnings
R E L E VA N T
do not feel too far-fetched either, as of implantables or ingestibles; this is and will be at its peak much
people are already familiar with biometric predominantly driven by women (67%) further in the future
security via things like airport security
and Apple Touch ID. Again relatively low
and over 55s (76%). Despite people
understanding the practical benefits of
59%
numbers say they currently use forms of this type of technology, there will need
biometric security; the highest number
82% AGE
: 1 was 27% for fingerprint security. However
Embeddables Im still unsure of. I dont like the
8 much larger numbers would consider

69% AGE
: 3 using biometric security going forwards idea of actually putting something in my body. I do
34
with 18-34s leading the charge. When it

52% AG like what the technology could do for us, but its
5
E came to biometric security, the benefits

just not something Im open to. I hate the idea of

54
of convenience, additional security and

: 5
protection from identity theft were initially

5+
what occurred to people. Despite the fact inserting something into my skin.
that this is perhaps the most personal
kind of data people can provide, at first, to be a big attitudinal and behavioural
most did not necessarily consider this. shift over the next 5-10 years for
It did not instantly occur to them who implantables to truly take off. People are definitely curious about this
the gate-holders of that data would be, trend, and many believe that it will be
although this became imperative when Id need more information before future generations who fully embrace this
discussed further. embracing this technology. At the trend and bring it to the mainstream. But
moment the limit to what Im willing as it currently stands, the risks around
I love the idea of biometric identification to embrace in order to connect to the hacking and data privacy are too big of a
to counter fraud and identity theft. internet is voice and motion activation. barrier to overcome.
45
I just dont want to feel like my every away (almost 6 in 10 thought it was only in
move is recorded by Google. Does that its beginnings and will be at its peak much
make me a bit paranoid? further in the future). Many cannot imagine Do you use or would you consider
use cases for this type of connectedness using any of the following forms
There is a massive fear of the unknown and find it hard to imagine it in action in of biometric identification?
around these types of connectedness. For their own lives. Although it feels further
some, they started to feel too far removed down the line, many saw the potential
from what it means to be a human and for growth of this trend. Interestingly in
became quite polarising. the language they use, they believe it Fingerprint Facial Voice
Security Recognition Recognition
I feel that on the one side its great new

technology and will be for security but it also
makes me concerned that big brother will always Use now Use now Use now
be watching you and know what youre doing. 27% 5% 8%

I fear these interactive technologies will be others rather than themselves
in fact make us interact with machines initially taking up innovations in this space.
and not the physical world around us. There is a sense of inevitability about the
This connection to the internet makes development of this technology; whether
us disconnect from being human. they like it or not. Would Would Would
There is no personal information consider consider consider
or secrets anymore. I think these technologies will take off
at some point. Once people see other
54% 64% 60%
Even though there were parts of people benefiting from them, I am sure
Connected Me that people were more they will follow suit.
comfortable with, overall there was an
apprehensive reaction to this trend (which The future of this kind of technology
was even more pronounced for older is changing so much that its going to
generations). This is likely because people change our lives whether we like it or
Neither Neither Neither
tended to focus in on the things that were not. Its going to go crazy and were just
furthest away from what they were familiar going to have to try and keep up with it 19% 31% 32%
with. Generally voice-activated devices
and biometrics were a bit closer to home
and generated more positive feeling and
excitement. Connected Me was also the
trend people viewed as being the furthest
46
MINDSHARE TRENDS 2017 TUNNEL VISION
Tunnel Vision
What is it?
Our view of the world is becoming ever more personalised
through digital whether its news, information, entertainment
and music or the items recommended to us. More of the stuff
we like; a good thing, surely? In 2017, the jury is definitely out.
47

We now live in a world of customised service provider is honest and open and Trust Barometer measures societys trust
search results, personalised continues to provide value. in the four institutions of government,
recommendations, algorithm selected business, media and NGOs. It shows
newsfeeds and curated groups of like- Good to see that occasionally trends how we are beginning to question these
minded friends on social media. Much of predictions do get it right! figures of traditional authority, leaving
what we access in the digital world is now the field wide open for these more
personally filtered to our preferences, A couple of years later in 2011, Eli Pariser, personalised sources to grow in trust and
interests and past behaviours, whether in The Filter Bubble, explored the importance in our lives.
we have requested this or not. implications surrounding the growth in
personalised information and content. The 2016 results have highlighted in
Back in the dim and distant past of 2009, Concerns were starting to emerge for particular the growing disparity in trust
the technology that would make this him, particularly around that openness of levels between those who Edelman
filtering possible was just starting to get the experience, and the users awareness define as The informed Public versus
into its stride, and Mindshare and the and understanding of the information the mass population, with the trust gap
Futures Company were exploring the selection process that was happening on between these two groups accelerating
implications of these developments in their devices. significantly in the UK. Out of the 28
their Future of Media report. Using a markets that Edelman survey, the UK now
scenario-based planning approach, we Whats troubling about this shift toward comes second only to the US in this trust
hypothesised around what the misty personalization is that its largely invisible polarisation. As a society, we just dont
horizons of 2015 might look like. The to users and, as a result, out of our trust the establishment anymore.
scenario of Portal of Me was bang on control. We are not even aware that
the money. were seeing increasingly divergent Corresponding with this demise has
images of the Internet. The Internet may been the rising trust in more peer-to-peer
Portal of Me is a scenario in which media know who we are, but we dont know based sources of information. People
access remains always on but in which who it thinks we are or how its using that like me and the platforms where we
consumer attention has been narrowed information. Technology designed to give can access their thoughts, opinions and
and focused to a number of trusted us more control over our lives is actually familiar, comfortable perspectives on the
partners. Media is a constant companion taking control away. world, now hold trusted status for many
for consumers but it is customized and of us. Couple this with too little time, and
filtered by these trusted third parties Eli Pariser, too many demands on our attention, and
who tailor information and entertainment The Filter Bubble the result is a lack of effective scrutiny for
based on user preferences, both stated the content that we are exposed to by
and learned. Consumers may be very Fast forward a few more years and the these sources.
active in this scenario, but only within the issue of who we trust (or not, in this case)
parameters they choose. Trust is strong, has become an important reinforcement
and loyalty runs deep, as long as the in this trends development. The Edelman
48
Different Dimensions
NEWS
With the Oxford Dictionary naming post- factual news. President Obama has So, how does the UK compare with the
truth as their word of the year at the been vociferous in his concerns about US on this issue? Well, some elements
end of 2016, numerous commentators the impact of fake news, bemoaning are different. Only 28% of the UK
queuing up to write about the dangers of an emerging news ecosystem where population use Facebook for news
filter bubbles and echo chambers, and everything is true and nothing is for example, versus the much higher
even President Obama weighing into the true. The problem is fake stories and numbers in the US. And the presence of
debate, its clear that the trend of Tunnel outrageous headlines grab our attention the BBC still has massive influence as a
Vision is having a significant impact on and get shared more, and this in turn source of news, even amongst younger
how we discover and consume news. fuels the algorithm promoting them even age groups.
higher. Stories such as the Pope endorsing
It all started to come to the fore around Donald Trump for example, were found A recent Reuters study into the state
the time of Brexit, then ramped up to have performed better than real news of digital news across 26 markets, for
significantly with the US election. Its on Facebook with more shares, reactions example, found that BBC online had
worth noting that the US population and comments, according to a recent the highest online weekly reach for
tend to discover their news in quite a Buzzfeed News analysis. 18-24s at 59% when compared with the
different way from the UK, with a 2016 public service broadcasters in other
Pew Research Center study finding that countries. Whilst this does offer some
nearly two thirds (62%) of US adults everything is true reassurance, there are other factors that
come across their news on social media,
and 44% of the general US population
and nothing is true. are less positive. In particular, the balance
curation and fact checking provided by
use Facebook for this task. These more traditional news companies is now
differences in behaviour have amplified The impact of this exposure to fake under threat according to organisations
the trend considerably the other side of news stories is then compounded like the News Media Association, who are
the Atlantic. by the filtered, highly personalised urging the government to intervene. They
content stream that we see taking over argue the current digital news value chain
Early on in the election Facebook in our news feeds, skewing perceptions just isnt working, and that significant
particular had been criticized for bias through a reinforced mix of endlessly value is being captured by companies
around its trending topics selection. corroborating material. Like Obama, who do not invest in original journalism
The editorial team who had curated German Chancellor Angela Merkel at the expense of those who do,
it were replaced with an algorithm, has also warned of the dangers: ultimately threatening the demographic
to try and reduce human bias, but These algorithms when they are not conversation of the country.
mounting criticism then followed around transparent can lead to a distortion of
the inability of this new approach to our perception. They narrow our breadth
distinguish between fake stories and of information.
49
Different Dimensions
INFORMATION RETAIL
Concerns around digital filtering are tailored and focused to a particular users The impact of Tunnel Vision is also likely even more personalised and influential
currently focused around news content, requirements, whereas news, ideally to spread in a similar way into the world as Amazon captures deeper knowledge
but similar algorithmic techniques also requires more of a balanced perspective. of online retail driven in particular by around multiple aspects of our lives.
influence what we are exposed to across one ever expanding retailer Amazon. And we can expect to see increasingly
much broader swathes of the internet However, we do expect this current powerful connectivity between its
working to personalise the information state of benign indifference to be Amazon dominates the online retail services as a result.
we see, the content we watch and the challenged over the next few years, as market, accounting for around 20% of
stuff we buy. the concerns that have started to emerge all general merchandise sales in the UK. The likelihood is high that our attention
around our filtered news content, begin And its becoming increasingly influential will get even more filtered and focused
Eli Pariser in The Filter Bubble, writes: to raise questions around other digital around how we behave online as well. in Amazons favour. Remember those
behaviours. Articles are now appearing Recently published research indicates handy reminders you get on Prime Video,
If I search for something, and you search for example, which question the that Amazon is now the first place that of who an actor is in a particular scene?
for something, even right now at the very content of some Google autocomplete people go to when they are researching Well just think about how that technology
same time, we may get very different suggestions in relation to different what to buy, rather than Google, with 55% could equally be used to suggest the
search results. Even if youre logged minority groups. Whilst consumers dont of Americans making that first search on products you might want to buy off
out, one engineer told me, there are 57 exactly understand how Google works Amazon, not on a search engine. Amazon instead?
signals that Google looks at -- everything currently when they are searching,
from what kind of computer youre on they do recognise that the GAFA four Like Google, the brands footprint
to what kind of browser youre using are already hugely influential in their has expanded into many areas and
to where youre located -- that it uses lives. And this influence is set to grow it is now a very different beast from
to personally tailor your query results. even wider and deeper given the many the original books and CDs retailer it
Think about it for a second: there is no development plans that Google now once was. Whilst the various elements
standard Google anymore. have around multiple aspects of our lives. of the organisation can at first seem
somewhat disparate, they actually work
Awareness that a level of personalisation in a very complimentary way to each
occurs when we search is still relatively other, particularly if Prime membership is
low amongst UK consumers, with less involved in the mix. Amazon uses these
than 4 in 10 claiming they know it takes different elements to capture more of
place. And for the most part the output our attention and time, and to give us
of this information filtering is currently a reason to return to the brand with
viewed in a relatively beneficial light by increasing frequency. We are all no doubt
users, unlike news content. This may be personally familiar with the strength of
due to a different end need. Information Amazons recommendation engine; over
output will often benefit from being more the next few years this will only grow
50
Tunnel Vision 5 6
In This Space
1 ESCAPEYOURBUBBLE 6 FULLFACT 12 NEWS MEDIA ASSOCIATION
Developed immediately after the result of Funded by Google, FullFact aims to build The NMA delivered a briefing to the
the US Election, EscapeYourBubble is a the first fully automated end-to-end fact Government regarding concerns around
Chrome extension that overlays a news checking system. digital news provision in the UK and the
article from the opposing partys viewpoint impact of search engines and social
7 8
into users Facebook News Feed. 7 GOOGLE DIGITAL media websites on media plurality and
NEWS INITIATIVE the functioning of democracy.
2 GOOGLE & FACEBOOK This initiative aims to support high
BAN FAKE NEWS quality journalism through technology
Google will ban websites that push fake and innovation, encouraging a more 1
news from using its online advertising sustainable news ecosystem, so far
service. Facebook has updated its offering 20.6m to fund 124 projects
network policy which states it will not across European countries.
display ads in sites that show misleading
or illegal content. 8 HIFROMTHEOTHERSIDE
HiFromTheOtherSide is a website that
3 INSTAGRAM aims to match people with someone
Instagram have started creating feeds with an opposing point of view. Users
based on algorithms built from pictures can share and discuss their opinions
liked, interests and behaviours, as opposed on various topics and even arrange to 2 9 10
to showing pictures chronologically. meet up.
4 BLUE FEED, RED FEED 9 STRANDS

In an attempt to demonstrate how reality Strands license their personalisation
of the US election may differ for different engines to clients; major banks, retailers,
Facebook users, The Wall Street Journal music sites and advertising companies.
created two feeds, one blue and the
other red, representing the liberal and 10DUCKDUCKGO
the conservative points of view. An alternative browser that is private and
3 4 11 12
does not track your search history.
5 AMAZON SEARCH RESULTS
Amazon algorithm puts its own products 11 TORPROJECT
into the highlighted buy box, so when Tor is free software that helps people
customer search for something, the defend against traffic analysis by
results will show Amazon-sold products bouncing communications around
as a suggested purchase. a distributed network of relays, thus
preventing anyone from learning about
users location or browsing batters.
51
Tunnel Vision
Expert Opinion
JED HALLAM means; telling people what they already points of view to be represented, and audiences and perpetuate stereotypes. Well, roll on the years and our
Head of Digital Strategy believe (confirmation bias) and telling democratised access and production of After all, only men buy cars, right? technologically driven, algorithmic,
Mindshare people things that are shocking (clickbait). content. It has likewise given a platform cookie-embedded content-management
to misinformation, and at its worst the As programmatic marketing becomes systems know far more about each of
There were two huge moments in 2016; dark web. Anyone today can nurture more prevalent, we need to apply data us than we did back in those days. The
the EU referendum, and the American RUTH ZOHRER an audience, and in some cases, do and technology responsibly: question result? Throughout your digital journey,
Election. Both of these events evaded the Head of so profitably thanks to advertising, whether our first interpretation is right, youre served with an increasingly
prediction of the polls, commentators, and Programmatic Marketing regardless of intention. search for the outliers and always ask focused diet of content that leads you
to a large extent the population. Much has Mindshare why, not just what. Accepting the status down an ever-narrower tunnel.
been written about the role media played Programmatic marketing technology has quo, in marketing as in life, is all too easy.
in these two moments (and specifically In 1949, when George Orwell wrote played an important role in this process by Redefining it takes a little more effort. Serendipity is what makes the world go
in the lead up to these two moments), Nineteen Eighty-Four, the term social enabling the advertising that partly funds round. It makes us human; it makes our
but ironically all sides agree that news media would have raised questions on the Internet to grow beyond search and day, and long may it live. I now get what
and commentary has become polarised the appropriate use of English or given simple banner display into rich media, DAVID ROTH Auberon was on about all those years ago.
beyond what weve experienced before. room for some creative interpretations video and native advertising, blurring the CEO
Many pointed at Facebook, and at search of its meaning. GAFA was not a common lines between content and advert. It has The Store WPP
results for showing people increasingly acronym (in fact, it didnt even exist), and also given opportunities to tailor creative
one-sided news the filter bubble, as its print journalism the professional kind, execution based on specific data points A while back, in the analogue age, I
commonly termed. not the commercial one we now often about the person on the other side of the worked on the first magazine to adapt
hear about was still the most common screen thereby supporting personalisation its content depending on what we
Personalisation of content not only effects way to stay informed. Yet the Ministry and, one could argue, contributing to the knew about your interests. It was a
the channels that use algorithms though, of Truth employing Winston, the main tunnel vision. technological triumph.
it has started to effect all news. Facebook character, has an uncanny resemblance
and Google are the new media darlings of to how content is produced by some of The combination of data and technology So, imagine my surprise when the idea
the world, and theyve demonstrated that the leading media and entertainment that powers programmatic marketing is was savaged in print by the renowned
by personalising what content people see companies today. A quick search online powerful and should definitely inform journalist the now-late Auberon Waugh
(showing them more of what they like, less reveals multiple How to Guides to help how we create, distribute and optimise (son of author Evelyn Waugh, of
of what they dont) you can capture more distinguish real from fake news. Who content for different groups of people. Brideshead Revisited fame). His point was
attention. Attention, in turn, is a commodity thought one would ever need one? But it is also a double edge sword. The that a magazine by its very nature must
to be sold to advertisers. For traditional Lower barriers to entry into the world blunt application of either or both can not include articles that you never thought
news outlets, this is a methodology that of content that came with the advent only lead to poor marketing execution; it youd be interested in. A clever headline
theyve tried to replicate. Capture more of the Internet have brought as many can violate privacy and seriously offend. and sharp writing seduce you into reading
attention, sell more media. However that benefits as risks. It has provided And in the worst of cases, it can be used something surprising - then realising that
attention is best captured through two increased opportunities for different as an excuse to oversimplify target you were interested all along.
52
Tunnel Vision
Expert Opinion
MARTIN RASMUSSEN false and/or non-curated news content on we deploy them has to be managed DENISE TURNER impartial. Newspapers are like that. They
CEO Denmark and Nordics social media that seems to be increasing, with caution. Insight Director provide arms-length advice on what
Mindshare or even worse being deliberately spread. Newsworks news is important, and not just what
A democracy relies on a well-informed We have so much insight into our you think you need to know. And they
Recent research by Mindshare Denmark, and engaged population. Independent audiences that we can tailor the In todays world we are never more play an important role in helping people
on behalf of the Ministry of Culture, and in-depth news sources are critical to message to them to the nth degree. We than a click or a flick away from news. discover brands. They frame perceptions,
suggests that social media seems to be maintain a knowledgeable population. retarget people who viewed that pair of Saturation has led to expectation helping people absorb information on
making the Danes dumber. The study Based on our findings, we believe the Nike Air Max, we prioritise people who somewhere something is always the products, brands and retailers out
explored which news sources the Danes information myopia created by the likes of visited our website. happening and we need to know about there and worth paying attention to. They
typically used, and then analysed this Facebook is currently affecting the fabrics it. We can find out whats happening create awareness of whats out there
against their understanding of a wide of our democracy in a negative way. On the other side of the coin, people are almost immediately after it has and whats important. And they inform,
range of news and current affairs topics. increasingly blocking ads. They dont happened; a bit of a contrast to the delivering a real world perspective.
want something irrelevant to them. So Battle of Waterloo when it took 2 weeks
Our study discovered that respondents STEVE RAY we try and make our ads more relevant. for the news of Wellingtons victory over
tended to know far less about news Client Director By retargeting them, or using all our Napoleon to reach London. In theory LIZZIE RANKIN
and current affairs if they relied primarily Mindshare programmatic capabilities to define them this thirst for news should mean that the Insight Executive
on social media for news, with 60% and what we think they want to see, until role of newsbrands is more important Magnetic
of social media news users falling If the Brexit vote and Mr Trumps success all they see is what we assume they want. than ever before, as they provide a
into the less informed band versus in the US Presidential elections taught trusted lens on the world. People hate The debate around the value of the
only 10% of newspaper readers. It is me anything, its that I definitely exist in Whatever happened to serendipity? We the thought of missing out on what is algorithm has been prolific in 2016. Whilst
simply not possible to become as well- an echo chamber of self-perpetuating can be so enamoured by the power of happening, yet the sources they are Facebook has replaced their editorial
informed from using social media, as it truth. I didnt see either result coming. data to speak to an individual we risk using to alleviate FOMO are increasingly news team with an algorithm, Lad Bible
is from more established media news Not many people did. Because my losing the opportunity for discovery. narrow and shallow, based only on what has employed a new wave of young
sources. The study also demonstrated Twitter timeline, my Facebook feed, To paraphrase Dr Ian Malcolm from they looked at or read before. There editorial staff to represent their audience,
the importance of being exposed to a my newsbrands all supported my own Jurassic Park, we were so preoccupied is no room for accidental discovery of there are clearly two sides to this debate
variety of news sources, and not just perspective and beliefs and didnt give with whether or not we could that we news or in-depth analysis of events. and it is important to acknowledge this.
sticking with one platform. me a balanced view of society. didnt stop to think if we should. Data; This debate is set to develop further
its not how big it is, its what you do Dr. Nick Southgate likens the way we in 2017 as people start to question the
Given changing social media habits and This technology fuelled filter bubble has with it that counts. consume news as like asking our best impact of the algorithm and whether this
decline in traditional news sources, this the potential to extend beyond societys friend for advice about what to buy. Thats increasing filtering and personalisation
worrying trend is likely to accelerate, big questions and impact the way the worst thing you could do because of content is creating a tunnel vision for
resulting in further decreases in the level marketing and advertising can influence. they will just tell you what you want to consumers. By only serving content to
of knowledge in the Danish population. Data and technology are positive forces hear. You should instead go to people consumers they already like and are
This is made even worse by the flow of in our industry, but the extent to which who know you a bit, who will be more comfortable with, this may eventually
53
Tunnel Vision
Expert Opinion
narrow their view on the world. How will This is why I, and many others, including JOHN TIPPINS create a hermetically-sealed view of the promote hatred, discrimination and
they encounter or discover new a new generation of younger readers Strategy Director world. As the real world around us is demonization through articles that
or alternative news? fully immersed in digital culture are Mindshare becoming more complicated, our online were often misleading or proved to
turning to magazines. view, refracted through the filter bubble, is be outright lies. Started by a group of
This year at Magnetic, we posed the There is a famous old Sanskrit quote an increasingly biased, unchallenged and concerned citizens, brands are being
question; can an algorithm match Human editors, know how to make that says The World is as you see it. It reductive version. urged to reflect upon their tangential
what an editor does and what role do human connections. They know that was attempting to draw attention to the role in the creation of this hate speech,
human editors have in an age of data their magazine brand is not merely a misbelief that reality is a product of ones Many brands want to be seen as by paying to have their advertising in
and algorithms? commercial exchange, but a social one. own viewpoint. People can be blind to the egalitarian and inclusive entities. these publications. Is it only a matter of
It is an exchange based on the crucial level of influence their own attitudes and Connecting people and communities time before something similar happens
As AI is becoming more mainstream, but intangible value of picking stories preconceptions bring into shaping this around shared passions has been an if people start to reject the worldview
behavioural economist, Nick Southgate, audiences want and need to read about. view, rather believing they are looking at effective way to be part of their customers presented to them by the big digital
explored this concept. Here are some Editors know when to stretch readers, an objective reality. lives for years. These brand communities and social platforms as misleading and
of his findings: when to leap forward, when to move back. have welcomed diversity and placed even manipulative? Brexit and Trump are
Editors know how to make human leaps. Today, there may not be a Sanskrit word a large emphasis on being positive two recent examples that have brought
AI is great at specific intelligence. And, for the moment, algorithms dont. for algorithm but these operations are experiences. to the fore a growing awareness that
Humans are very good at general now playing a fundamental role in shaping people are not necessarily seeing the
intelligence. This is important when At the Magnetic Spark conference how we see the world around us. The But how can brands reconcile that their whole picture when online. Whether
we understand how algorithms and AI in September, Lorraine Candy, former likes of Facebook, Google and Amazon digital advertising is now simultaneously they want to be or not, they are indeed
interact with human beings. editor-in-chief of ELLE explained We are use algorithms to help make their content appearing on platforms where the filter living in an algorithmically-induced
the walking algorithm As editors we go more relevant to their audience stories bubble is potentially reinforcing and digital bubble, completely disconnected
When AI really struggles is when it needs to the fashion shows, looking six months and news articles based on your previous solidifying peoples inaccurate and from points of view that are not similar
to read situations; and most of all when it ahead, meeting consumers constantly, likes, search results based on your search divisive biases. Do brands have a duty of to theirs. Brands have to decide if they
needs to read people. predicting whats new, and telling history and recommendations based on care on behalf of their customers? Should want to help burst these bubbles or risk
consumers whats new. we do work all your previous purchases. Perhaps they demand more from the platforms public ire if they do nothing.
Editors choose content for human reasons with data, it would be insane not to, but there was once a nave promise to these where their advertising or content sits
and this demands the wide and general combining it with the editor is a powerful algorithms, designed to give people more when it is potentially mixed with articles
intelligence human beings are good at. and exciting force. of what they think they want. that could be making people more
extreme or ill-informed?
Algorithms choose content for narrower Algorithms are becoming increasingly But in the digital space it is easier than
and more purely commercial reasons. more influential in how humans see the ever to publish false information and for The recent Stop Funding Hate
Amazon only recommends books that it world, so we believe it is vital that the this to be shared widely, with no account campaign, was a response to a
can sell me, for example. value of a human editor is not ignored. for accuracy. What it has ultimately done form of journalism, in some parts
is streamlined and coded our biases to of the press, that could be seen to
54

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

about Tunnel Vision. However the majority admitted that this is a trend they have people up at night. These are brands
did have varied concerns. 49% agreed their heads in the sand about a little. The people know, like, trust (to an extent)
that it doesnt encourage us to think for benefits of this level of personalisation and use everyday. People are not likely
Companies like Google, Apple, Facebook and Amazon are fantastic in

People were surprisingly aware of the
Tunnel Vision trend, especially when it
choose not take an interest, but now
I think about it I hardly see much
my opinion. I use each of them nearly every day for the technology they
came to news. 73% of people think that content outside of my interests or have to offer. I know that I couldnt get through my day without using them
digital filtering has some or a significant of a wider view of the world. I feel
effect on their perception. It is not so uninformed now, what stuff am I in one way or another. It is not something I have honestly considered in-
however something people devote much
of their time to thinking about and most
missing out on? depth though, and to realise that they are effecting what we see and do,
struggled to think of everyday examples Interestingly, initial awareness of this I dont know if that is easy to really understand. I feel I have the choice to
trend was not determined by tech
where it may have affected their viewpoint
or behaviour. The full magnitude of the usage or even age, to a certain degree.
use the internet, or my phone, but the more I think about it really they have
trend was only appreciated once people Knowledge in this area was more based crafted nearly everything I look at or do.
had time to digest it. around peoples attitude and approach
to life, dictating whether this was a topic
My whole life seems to revolve they were naturally curious about. ourselves, 37% agreed that it worsens the are too good to pass up, especially from a to give up using them anytime soon, as
around the internet now and I know divisions in society and 48% agreed that convenience point of view. they cannot see an alternative, but they
I am less informed than when I was There were a group of people that having things tailored like this doesnt give do expect these brands to make an
younger. I did think it was because I thought this level of personalisation was us enough of a balance of information. It is the life / time thing and how we effort to help counteract Tunnel Vision.
now expect everything to be given to
us on a plate. Intellectually, I resent the fact that
they direct so much of my activities.
How do you feel about where This conflicting attitude also applied But from a practical point of view,
Tunnel Vision could go in the future? to how they felt about the big digital however, it makes the internet
companies involvement in this space. experience smooth.
91% of people believe that the big
digital companies have either some or With you being able to login to
a significant influence when it comes to different websites using your Facebook
this topic, although it felt quite subliminal or Google account, the amount of
for most. Plus there were concerns information these companies have
27% 25% 24% 18% 17% around how much data these companies
have on us as individuals and what they
about me must be immense.
Apprehensive Uncomfortable Indifferent Worried Nervous
do with it. However, in reality, it was
not something they had thought about
56
Although this topic of Tunnel Vision is internet that other traditional media People like to think they have a
about the personalisation of content are subject to. It seems to me that balanced view or at least aim to have
and products, the conversations these are necessary. one. If they have time, they will try to
How relevant to you seek out a variety of opinion if it is
is Tunnel Vision? something they are interested in. In the
With you being able to login to different websites case of news, many turn to a variety of
trusted news brands, both online and in
using your Facebook or Google account, the print. The key here was time and more
amount of information these companies have often than not, people would only have
time to get their news from one source.
ALL
about me must be immense.
Although things are filtered to our
A
preferences, we are still responsible for
DU
we had with people did often divert Most were conscious of the level of
84% LT S
back to personalised advertising. filtering that happens through social the choices we make or choose. Just
because the system has filtered what
R E L E VA N T They were linked in peoples minds. media. Some were even taking steps to
Many mentioned their loathing for counteract it. it wants you to view doesnt mean you
personalised digital advertising that in have to do it. You are still able to search
their view stalked them around the I used the settings on Facebook to for what you want. We need to take or
internet; continuation of a viewpoint ensure that it showed all posts by own responsibility for it.
we found in our 2016 trends (see certain people, groups and brands first
Adblockalypse Now). Once we were as well as adding notifications for every I do try and read articles from other
90% AGE
: 1 back on track we talked about Tunnel time they posted so I knew I wouldnt newspapers or watch news or political
8 programmes. It is difficult to always
Vision in three areas. miss anything.
86% AGE
: 3 find the time though so I suppose
34
I do just read from my side of the

72% AG How we access our news became a Others were quite pragmatic in the
5
E argument most of the time.

main area of discussion for Tunnel Vision, belief that this kind of tunnel vision has
54
: 5
as this was the area people were most always existed in the media in some
5+
familiar with, following Brexit and the US form or another.

election. Almost a quarter thought that
digital filtering had affected their view I guess this is the system that allows
when it came to Brexit. The issue of fake Facebook to make me believe that
news was also top of mind, having been everyone loves cats, Corbyn, science
a topic in the media very recently. and technology, music, education, art
and travel. That everyone is opposed
I find that if people see something to Brexit and Trump (so how did they
on Facebook, they believe it, even happen?!). This filtering happens to
if it is clearly not true. There are not ALL media doesnt it? They all tell us
the same checks and balances on the what they think we want to hear
57
How we access information was another For others this tailoring of information moment. Our findings on automatic re- (45%). People felt uncomfortable and
hot topic. Only 38% were aware that was of real benefit. ordering were similar to those we found apprehensive about this trend and
Google searches are personalised to last year (in our Everyday Connects), saw it as an inevitable development of
When do you feel
the individual and for those new to this Filtering information according to our where people were reluctant to give our increasing reliance on the internet,
this trend will be
concept, it was quite worrying. interests just means we are exposed to up control to a brand/subscription which is only set to grow. For this at its peak?
more that we are interested in, rather service for particular products. The reason, most believe that the trend of
I was aware of Google searches than wading through huge quantities fear of product tunnel vision was quite Tunnel Vision will intensify, unless digital
At its peak now
influencing my Facebook and of data that doesnt interest us. This is apparent here too. companies and individuals do something
advertising on screen but naively the future! about it. 19%
thought it was one-way, not that my The sad thing is I cant see this all
searches are tailored. I feel patronised Retail was perhaps not peoples first getting any better just worse. Think We do not talk about it enough At its peak in a
than an algorithm should assume they thought when it came to Tunnel Vision, about it, if we have appliances in our and more could be done to educate few years time
know me and my interests and have although they were much warmer house that connect to the internet, our people. More could also be done to 45%
such a control over what I see. towards the trend in this context, as fridge can order food for us when it put the power of preference back
the outcome was often convenience. runs low. We may never need to do a into users hands. Its only in its very beginnings
The idea that Google whom I trust to You like this, so you may like this shopping list again and will be stuck and will be at its peak much
tell me the truth can be bought by the was viewed one of two ways; in some buying the same food day in day out further in the future
highest bidder is disturbing. situations amazingly useful but in others, and never knowing about anything 36%
I think people often apply self-filtering anyway in terms of what newspapers,
news channels and websites they choose to view and get their news from.
Each usually have some sort of lean towards parts of the political spectrum.
So its really not much different to how these companies choose to digitally
filter. I feel we still get to see opposing points of view by online comments
and reactions to the other articles anyway.
completely infuriating trying to sell me new unless the powers that be think
more nonsense. Brands like Amazon we might be interested in it based on
were universally liked and viewed as our preferences.
Overall this trend
was the most providing a useful service, although
relevant to people with
most had never really contemplated the Overall, this trend was the most relevant
84%
finding it relevant.
amazon loop they were embarking on
with Amazon Prime and related Amazon
products. If they had, it was perhaps
to people with 84% finding it relevant.
It felt the most current and the majority
thought it was either at its peak now
another bury our heads in the sand (19%) or will peak in a few years time
58
MINDSHARE TRENDS 2017 CONTRIBUTORS
A special thank
you to all our
contributors
Sophie Harding Norm Johnson David Roth (WPP The Store)
Julia Ayling Martin Rasmussen Tim Elkington (IAB)
Jeremy Pounder John Tippins Denise Turner (Newsworks)
Josie Ung Jed Hallam Stuart Turner (Capcom)
Ksenia Kharkina Ruth Zohrer Frazer Hurrell (AOL)
Amber Trott Chris Cardew Lizzie Rankin (Magnetic),
Irina Lim Alice Brady George Hopkinson (IAB)
Sam Barton Polly Chandler
Thomas Hirschmann Neil Bruce
Marthe Martins Steve Ray
Verity Wilson Sam Green
Jordan Walker-Shuttlewood Becky Power
Zac Cole Adam Fulford
Charlotte Raven Ben Maslen
Ivan Lee and all of Mindshare UK
Craig Stead
59
MINDSHARE TRENDS 2017 C O N TAC T I N F O R M AT I O N
For more information,

or to enquire about how we
can help your organisation
ready itself for these trends,
please contact:
Julia Ayling
Head of Research and Insights
E: julia.ayling@mindshareworld.com
Sophie Harding
Research and Insights Director
E: sophie.harding@mindshareworld.com
1 Central St Giles
London
WC2H 8AR
www.mindshare.co.uk
Follow us on:
@mindshare_uk
60

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TRENDS

Where has it come from?

Over $1.1 billion was invested in 2016 alone

2 LOWES HOLOGRAM EXPERIENCE 8 TUI

home improvement visualisation tool inspire customers and deliver a holiday

3 EBAY VR DEPARTMENT STORE The band announced the launch of a

6 THE GUARDIAN 12 AUDI

Virtual Reality vs. Augmented Reality

There has a been a clear increase in VR and 90, 000

Over the past 4 years VR has accounted for

Where Next? What this means for Brands

Back in the real world

trend really taking off.

Where has it come from?

In this regard technology is a double-edged

AI powers many of Googles consumer

Where Next? What this means for Brands

If innovations offer significant value

Perhaps the most tangible next steps

Back in the real world

How do you feel about where

22% 22% 20% 17% 17%

In many ways IOT and AI will make our lives a lot

29%A smart fridge

Surprisingly, overall excitement about

This is a really exciting time in technology as the

Where has it come from?

In the space of 25 years we have gone from the

2 THE GIN TUB 8 DOLMIO PEPPER HACKER 1

Smart lightbulbs designed to get in 9 HEADSPACE

Where Next? What this means for Brands

Back in the real world

There appear to be two camps regarding the

situation. about, but in reality most of us only take

E small measures to change and feel guilty

the areas they were concerned about but

For those that were taking these steps to

Where has it come from?

The future is all about more intuitive

Since the dawn of computing, when

Voice Biometric Gesture Hearables, Implantables and Embeddables

4 MIT INGESTIBLE SENSOR 9 BRITISH AIRWAYS

How to / Open another

Source: Google Trends Source: Google Search, Aggregated %

Where Next? What this means for Brands

One of the key questions is to what

Back in the real world

The final barrier to greater uptake of

I have access to Siri on my phone but I hardly

I have fingerprint security on my iPad. When do you feel

with 18-34s leading the charge. When it

E came to biometric security, the benefits

just not something Im open to. I hate the idea of

of convenience, additional security and

protection from identity theft were initially

I feel that on the one side its great new

be watching you and know what youre doing. 27% 5% 8%

Where has it come from?

to showing pictures chronologically. meet up.

4 BLUE FEED, RED FEED 9 STRANDS

Where Next? What this means for Brands

Back in the real world

Companies like Google, Apple, Facebook and Amazon are fantastic in

I do just read from my side of the