Consumer Trends 2014 Ss

8
In partnership with the Health Experience Project, GSW has

expanded its fourth-annual trends report to include a broader
look at the shifts that are changing healthcare marketing.
2014 TRENDS
Do you ever get the feeling that healthcare and people
are just missing each other? Healthcare is full of do this
and take that directives. And, people well, people
are full of good intentions, everyday missteps, and hope
that it will get better.

The kinds of experiences we need to build today
to get people off the sidelines, to change behavior, to
earn commitment arent healthcare-marketing-as-usual.
Instead, theyre innovative approaches that engage
people in new ways.
Overview
Heres the real challenge, though: We live in a world
of rapidly changing expectations. But, our approval
processes arent as fast. Theyre long and rely more
on insulating risk than innovating experience.
The opportunity is finding the smart risks, the ones
that can truly change our marketplaces. To prepare
for where the world is going not just respond to
where its been.
Thats where trends come in.
Marketing Consumer Healthcare Digital
Abigail Schmelzer
Alex Bragg
Alex Brock
Amanda Joly
Bruce Rooke
Eduardo Menendez
Jason Sankey
Jeffrey Giermek
Joel Gerber
Joy Hart
Kathryn Bernish-Fisher
Mark Stinson
Core Contributors
Matt Cash
Michael Donahoe
Nick Bartlett
Rupert Dooley
Ryan Deshazer
Shawn Mullings
Tyler Durbin
Leigh Householder
Chief Innovation Officer
GSW
We look at trends to understand our customers new
expectations for brand interactions. The ones built on
their day-to-day experiences with technology, culture,
and media.

This year, weve uncovered actionable trends in
four key areas: consumer, digital, marketing and
healthcare. Well use those trends to systematically
point to new opportunities for healthcare marketers
and spur innovation.
Well ask, What Could Be? for healthcare brands
and customers. And deliver bold new solutions that
change that business-as-usual game.
In Short
Today, whats uber popular in one group is
likely to go virtually unnoticed by others.
YOULL
NEVER
BE NORMAL
AGAIN
1.
In Short
YOULL
NEVER
BE NORMAL
AGAIN
1.
In Short
Women represent a greater portion of the
game-playing population (31%) than boys age
17 or younger (19%).
Did you know?
With nearly limitless options in
consumption, our individual
experiences of normal tend to
diverge dramatically from one
another.
Figuring out what was popular
used to be easy. We had chart
toppers and Nielsen householders
and #1 best sellers.
But, the proliferation of channels
and media has created a new
reality: we no longer experience
cultures as one big, homogeneous
mass.
Its Time
People are increasingly delaying -
or outright skipping - the traditional
milestones of adulthood.
Ignoring Milestones
In the last ten years, weve seen the number of same sex households
double, a surge in multi-generational families, and a drop in the
number of married households to just 51%.
The iconic picture of the traditional American family has been
fading over the last decade due to major population and behavioral
shifts. Were choosing our own unique definitions of what it means
to family (now a verb!).
Familying
Married Multi-Generational Same Sex
another.
Its Time
Ignoring Milestones
Familying
From buying a house to getting hitched,
to starting a career, the new normal is
whatever the individual says it is.
Ignoring Milestones
another.
Figuring out what was popular
used to be easy. We had chart
toppers and Nielsen householders
and #1 best sellers.
But, the proliferation of channels
and media has created a new
reality: we no longer experience
cultures as one big, homogeneous
mass.
Its Time
Ignoring Milestones
Familying
34% of millennials (18 to 32)
are still living at home.
34
%
In Short
Twenty-four-seven entertainment on as
many screens as we can hold.
AND,
NOT
INSTEAD
2.
Our headline in the history books
just might be The Great Media
Binge. Advances in technology have
created so many new things to enjoy
without actually reducing our love
of the old ones.
Thats left us doubling and tripling
up on our media preferences, even
doubling and tripling up on the
media were actually consuming at
any one moment.
All You Can See
The vast majority of consumers are
using a device to augment or distract
from traditional media. They call it a
second screen.
Its a small glowing screen in your
hand used in front of the large
glowing screen on your wall. Over
80% of mobile users do it.
The interesting trend is in their
convergence: one-sixth of viewers are
engaging with each other on the web
around TV content.
Second Screen
of the old ones.
any one moment.
All You Can See
second screen.
around TV content.
Second Screen
of the old ones.
All You Can See
Nearly 90% of e-book readers continue to
read physical volumes. The two forms seem
to serve different purposes.
Which Book?
of the old ones.
any one moment.
All You Can See
second screen.
around TV content.
Second Screen
The interesting trend is in their convergence:
one-sixth of viewers are engaging with each
other on the web around TV content. Among
those under 35, more than half do so.
Convergence
The new cocktail party questionWhat are you binge watching? Netflix,
Amazon.com, Hulu and others have given viewers the chance to catch up
on shows they may have missed the first time around.
Add in the number of homes that have digital video recorders, almost
half (up from 19% is 2008) and you have an audience completely
untethered from a linear television schedule, but still addicted to the
magic of television drama.
In the lull after Breaking Bad and Orange is the New Black, Netflix addicts
are going old school, dialing up Twin Peaks and Dr. Who while waiting for
new seasons of House of Cards and Downton Abbey.
Behind the Scenes
As many as 40% of
all tweets at peak time
are about programs on
TV at the time, behavior
which is actively
promoted by programs
like #HIGNFY, #BBCQT
or #XFACTOR.
40
%
In Short
Youre a narcissist. Youre a luddite. Look at my baby.
Im tired of your baby. Oooh, the great debate of
privacy, sharing, and attention is heating up.
SHARING
IS THE
NEW
SATISFACTION
3.
Were increasingly experiencing our lives
through the lenses of our outstretched
camera phones. Not to save it but to
share it. Its more than a habit, its a new
kind of satisfaction. For many, an
experience just isnt complete without
sharing what we saw, heard, learned, or
tasted. Theres passion in that pass along.
Like
If youve seen one baby / back-to-school /
engagement photo, youve seen them all.
Everything from fears about privacy to a
feeling of overexposure, to angst about
whether their own lives measure up to the
Facebook Dream, to just plain boredom is
causing a big backlash against the
share-everything social world.
Unlike
Forty percent of adult internet
users surveyed manage multiple
social networking profiles
50 percent of users surveyed have either
taken or have considered taking a break
from social networking
40
%
50
%
Were increasingly experiencing our lives
through the lenses of our outstretched
camera phones. Not to save it but to
share it. Its more than a habit, its a new
kind of satisfaction. For many, an
experience just isnt complete without
sharing what we saw, heard, learned, or
tasted. Theres passion in that pass
Like
If youve seen one baby / back-to-school /
engagement photo, youve seen them all.
Everything from fears about privacy to a
feeling of overexposure, to angst about
whether their own lives measure up to the
Facebook Dream, to just plain boredom is
causing a big backlash against the
share-everything social world.
Unlike
Forty percent of adult internet
users surveyed manage multiple
social networking profiles
50 percent of users surveyed have either
taken or have considered taking a break
from social networking
40
%
50
%
The debate really heats up when super sharers and
real timers are together, the sharers want to instagram
dinner, live tweet from the concert, and instantly review
the movie.
And, the real timers want to have a real conversation and
a great meal without the ubiquitous typing and texting.
Social Clash
In Short
The best way to end an argument?
Google it.
TALK
TO
THE
HANDHELD
4.
Our smartphones have set an expectation for
instant gratification. We can get sports scores,
dinner reservations, and answers to almost any
question with a few touches.
The Pew Research Centers Internet & American
Life Project found that the hyper-connected
lives of people under the age of 35 are
suffering from a need for instant gratification
and loss of patience. Ouch.
Impatience Culture
1 in 4 Americans already report using
their cell phones to win arguments
Its not just remembering. A savvy user can
digitally enhance her experience of almost
anything. She can pull up a map, find an
out-of-the-way restaurant, and identify the
architect who designed the building at the
corner. And, she can definitely explain how
the chef is preparing that rare dish her
father just ordered.
Life Augmented
What was the name of that movie with that
guy? Our impatience culture is increasingly
turning to our life augmenting screen to
answer just that question.
More and more, were turning those little
screens around to make them a personal
presentation tool, one that uncovers answers
our memories cannot and proves once and
for all that Im right and youre wrong.
Debate Ender
Our smartphones have set an expectation for
instant gratification. We can get sports scores,
dinner reservations, and answers to almost any
question with a few touches.
The Pew Research Centers Internet & American
Life Project found that the hyper-connected
lives of people under the age of 35 are
suffering from a need for instant gratification
and loss of patience. Ouch.
Impatience Culture
1 in 4 Americans already report using
Its not just remembering. A savvy user can
digitally enhance her experience of almost
anything. She can pull up a map, find an
out-of-the-way restaurant, and identify the
architect who designed the building at the
corner. And, she can definitely explain how
the chef is preparing that rare dish her
father just ordered.
Life Augmented
What was the name of that movie with that
guy? Our impatience culture is increasingly
turning to our life augmenting screen to
answer just that question.
More and more, were turning those little
screens around to make them a personal
presentation tool, one that uncovers answers
our memories cannot and proves once and
for all that Im right and youre wrong.
Debate Ender
The percent of Americans using
will double in the year 2014.
Prediction
In Short
In this new age of sincerity, people expect companies
to get real.
GET
WITH
THE
WABI-SABI
5.
Its difficult to disappoint a cynic. They already expect the worst in
people and situations, so reality rarely lets them down. But were at a
new transition point in culture, one that swings away from the
decades of post-Vietnam, Cold War irony to a new kind of sincerity.
Sincerely Yours
68% of consumers trust
reviews more when they see
both good and bad scores
68
%
People are looking for more real, honest connections with other
people and communities. Its that same spirit thats leading them to
expect a new level of authenticity from brands. Its not enough for
companies to say they have nothing to hide, todays consumers expect
them to prove it with their actions and openness.
Authenticity Now
30
%
30% suspect censorship or
faked reviews if there arent
any negative comments
A philosophy of aesthetics that
emphasizes the beauty of the
imperfect, impermanent, and
incomplete
(noun) : [Japanese]
Wabi-sabi
People will be more attracted
and loyal to brands that have
a little wabi-sabi.
Its the flaws that make some-
thing desirable. The authentic-
ity of imperfection.
(noun) : [Japanese]
Wabi-sabi
McDonalds
P&G actively recruits moms to
moderate their individual facebook
pages for brands such as Tide and
Downy, even giving them latitude
to share some details of their
personal lives and carry on
genuine , unscripted, dialog with
others who have liked the brand
page and have it in their stream.
P&G
View >
McDonalds developed a YouTube
video featuring the Director of
Marketing for Canada, Hope
Bagozzi, that places an actual,
store-bought quarter pounder
side-by-side with a hero quarter
pounder used in a McDonalds
photo shoot to explain why the two
look different and, as importantly,
how theyre the same.
In Short
Comparative data is the new context that drives our
sense of failure or accomplishment.
ITS ALL
ABOUT
BEATING THE
JONESES
6.
Adult life, it turns out, is full of lots of things
you should do. But what do people like you
actually do?
Expectation Explosion
Thats where comparative data comes in.
An electric bill might show your homes power
usage vs. the neighbors. An app might display
your relative time on a run around the park.

Were desiring more and more of these clues
that show us where we fit in and what counts as
good (enough) behavior. After all, the goal isnt
to be perfect, its just to better than most.
Fitting In
In one experiment, a simple sign telling people
that most people in this hotel reuse their towels
at least once during their stay increased reuse
rates by 26%.
Social scientists have found that seeing comparative
data is a more effective route to behavior change than
making more rules. Its called social proof.
When people are uncertain about a course of action,
they tend to look outside of themselves and to other
people around them to guide their decisions & actions.
People Proof
Without Sign With Sign
26
%
+
Adult life, it turns out, is full of lots of things
you should do. But what do people like you
actually do?
Expectation Explosion
Thats where comparative data comes in.
An electric bill might show your homes power
usage vs. the neighbors. An app might display
your relative time on a run around the park.

Were desiring more and more of these clues
that show us where we fit in and what counts as
good (enough) behavior. After all, the goal isnt
to be perfect, its just to better than most.
Fitting In
In one experiment, a simple sign telling people
that most people in this hotel reuse their towels
at least once during their stay increased reuse
rates by 26%.
Social scientists have found that seeing comparative
data is a more effective route to behavior change than
making more rules. Its called social proof.
When people are uncertain about a course of action,
they tend to look outside of themselves and to other
people around them to guide their decisions & actions.
People Proof
Without Sign With Sign
26
%
+
Work out 30 (now 60??) minutes/day.
Save 10%. Eat dark, leafy greens.
Expectations
In Short
In the world of constant partial attention, eye contact
is the next human connection to be left behind.
THE
END OF
EYE
CONTACT
7.
Typical Required
Between staring at computers during the work day
and regularly gazing down at our phones, people
are spending more time with their eyes glued to
their screens than ever before.

There are two groups particularly who are making
even less eye contact: doctors (because electronic
health records demand so much of their in-exam
attention), and Millennials (because of FOMO).
The Stare
Do you have it? We might. Its fear of missing out.
And, it drives constant checking of the little screen.
For Millenials the most effected its become
culturally acceptable to answer the phone during
dinner or to glance down at texts.
Its way more than a habit. These hyper-connected
twenty- and thirty somethings feel compelled to
check mobile gadgets repeatedly to see what social
opportunities they are missing.
F.O.M.O
That lack of eye
contact is having a
big impact on human
connections.
The Stare
Typical Required
Between staring at computers during the work day
and regularly gazing down at our phones, people
are spending more time with their eyes glued to
their screens than ever before.

There are two groups particularly who are making
even less eye contact: doctors (because electronic
health records demand so much of their in-exam
attention) and Millennials (because of FOMO).
The Stare
Do you have it? We might. Its fear of missing out.
And, it drives constant checking of the little screen.
For Millenials the most effected its become
culturally acceptable to answer the phone during
dinner or to glance down at texts.
Its way more than a habit. These hyper-connected
twenty- and thirty somethings feel compelled to
check mobile gadgets repeatedly to see what social
opportunities they are missing.
F.O.M.O
That lack of eye
contact is having a
big impact on human
connections.
The Stare
Today, adults make eye contact between
30-60% of the time in a typical conversation,
but emotional connection is built when eye
contact is made during 60-70% percent
of a conversation.
Emotional Disconnect
In Short
Traditional education is being challenged by
people who believe what you know is way more
important than how you learned it.
MORTAR
OR
MASTERY
8.
50.2% of schools
are adding a MOOC
50
%
37
%
37% of schools
already have a MOOC
In our changing economy where
you can get information anywhere,
a persons degree of mastery for a
subject is becoming more valuable
than his masters degree.
That trend becomes even more
prevalent in industries that are in
rapid transformation, where its
critical to have access to the latest
ideas and approaches.
Information Everywhere
MOOCs, or massive open online courses, are part of that major
disruption to how we think about what it means to be educated.
MOOCs put lecture videos and interactive course work on the web
making it possible for education to reach more students and allow for
different styles of learning.
Top-notch universities like Stanford and Harvard and leading employers
like AT&T and Google are creating their own degree of mastery online
programs to let self-motivated learners learn for little or no cost.
MOOC-ing
50.2% of schools
are adding a MOOC
50
%
37
%
37% of schools
already have a MOOC
MOOC-ing
Salman Khan has delivered over 240 million
lessons on Khan Academy. His memorable, short
videos include more than 4,000 micro lectures in
mathematics, history, healthcare, medicine, finance,
physics, chemistry, biology, astronomy, economics,
cosmology, organic chemistry, American civics, art
history, macroeconomics, microeconomics, and
computer science.
Khan Academy
50.2% of schools
are adding a MOOC
50
%
37
%
37% of schools
already have a MOOC
MOOC-ing
Cost of tuition and expenses for one
person to attend one year at Harvard:
$63,000.
Cost to the almost 5 million people
whove attended the famous Justice
course at Harvard online: $0.
$63,000 to $0
2.5 million have participated in a MOOC since 2011. Theyve taken on the voluntary homework for learning
without limitations. The latest platforms have created an opportunity for a classroom community connecting
thousands of people around the world with one syllabus and one big conversation.
Voluntary Homework
In 2011, nearly 7 million students had taken at least one online course.
Number of Students Taking at Least One Online Course
2002
2011
2.5 million have participated in a MOOC since 2011. Theyve taken on the voluntary homework for learning
without limitations. The latest platforms have created an opportunity for a classroom community connecting
thousands of people around the world with one syllabus and one big conversation.
In 2011, nearly 7 million students had taken at least one online course.
Number of Students Taking at Least One Online Course
2002
2011
6,714,792
Voluntary Homework
Sources
U.S. Census, 2010, ESA, 2013, Pew Research 2013, Motorola, 2013,
Reevoo.com, January 2012, MyLife.com 2013, Quantied Impressions,
Changing Course, 2013
To discuss this report live, request another module, or
schedule a presentation of trends, please contact Leigh Householder
at 614-543-6496 or leigh.householder@gsw-w.com

Consumer Trends 2014 Ss

Hochgeladen von

Dokumentinformationen

Originalbeschreibung:

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Consumer Trends 2014 Ss

Hochgeladen von

Copyright:

Verfügbare Formate

8

In partnership with the Health Experience Project, GSW has

Das könnte Ihnen auch gefallen