2016 Digital Trends

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see it,dont save itAfter a decade of digital hoarding, todays sharers want to just live in the moment.trend 01trend 02trend 03trend 04trend 05trend 06trend 07trend 08

The scrapbookers went online and built multimedia life stories on Facebook

post-nostalgia social

The scrapbookers went online and built multimedia life stories on Facebook

The article hoarders saved every link on Twitter

Then, the people just living real life went on to Snapchat and *poof*

The recipe collectors cheffed up enormous personal cookbooks on Pinterest

post-nostalgia social

daily users1,000,000,000daily users100,000,000More than 60%of 13- to 34-year-old smartphone users in the US are active on Snapchat and together view more than 2 billion videos a day

the yearof the stream

frombroadcasting toto broadcastingwithWill a cameo be the new selfie?

Yogscast PewDiePieThese live platforms are building on a stylepopularized on Youtube: Lets do something fun together

running in your backgroundWonderful little tools and algorithms are making the Internetand all your devicesdo more for you before you even think to ask.trend 01trend 02trend 03trend 04trend 05trend 06trend 07trend 08

my dayin alerts

Why look up new news when anything important will likely be delivered to you?

7:10 cancer patients rely on alerts from websites to prompt them to check for the latest information on their condition or treatments.

7:10

tired of the algorithmic guessing game? create your own custom easy buttons.

Googles next transformation: software that is aware of everything around it

my robotName him Big Hero or R2D2.Just get ready: This is the year a robot might come home with you.trend 01trend 02trend 03trend 04trend 05trend 06trend 07trend 08

+

selfie stick on wheels?or a helper just whenyou need it?

the GiraffPlusProject isbetting onhelperTheir test: Can a robot inside a smart home system help people live independently longer?

humanin themachineRobots can even make scary grown-ups much more Huggable.

90 personstudyFocused on4th vital sign100s ofiSpy games

Who stole all the scientists?

Uber may be replacing the sharing economy with the robot economy- 40 researchers and scientists poached- Bonuses of hundreds of thousands of dollars- Doubled salaries

naked without itNearly half the people who own asmart phone say they couldnt live without it.Pew Research Center

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the perfect distraction from any moment that feels boring or unimportant

of those 18-29use their phone in public for no particular reason, just to do something.

Pew Research35%

60 lbs of pressure

2-4 hrsper day

700-1400 hrsper year

New York Spine Surgery and Rehabilitation Medicine Center

why the addiction? its the answersof smartphone owners looking up info about a health condition last year

of smartphone owners looked up something they saw on a TV commercial

Consumer mobile usage outpaces mobile ad spend by 3x

Quick searches on cellphones increasingly help us finish our sentences, find a great place for dinner, or learn more about a health worry.

Pew Research Center, Google, Mary Meeker, 201566% 62% 3x

theres more magic to come

Androidworld;

Applepractice- Kantar WorldPanel, Manhattan Research, 2015USGermany

physicians25.0%45.0%75.0%56.0%7.0%12.0%USGermany

consumers73.7%65.6%30.1%15.2%3.8%10.1%

digital exclusionRemember a time before the Internet?Turns out, millions of people are still living it.


quick quizhow many people in theUS use AOLdial-up?

2,100,100The smartphones in your pockets are~100x faster than dial-ups 56kps speed.

As ubiquitous as technologies are in many of our everyday lives, theyre virtually absent from the lives of many others.

digitallyexcluded20%of UK population

9.5 millionpeople

3:4are poor, disabled,or elderly

People who lack the basic online skills needed to send and receive email, use a search engine, browse the Internet, and complete online forms. Pew Research Center, Google, Mary Meeker, 2015

the digital divide is still a thing*Commonwealth of Independent States | Source: ITU

66.0%The Americas

43.4%Worldwide

77.6%Europe

37.0%Arab States

20.7%Africa

59.9%CIS*

36.9%Asia & PacificPercentage of individuals using the internet in 2015

the digital divide is still a thing*Commonwealth of Independent States | Source: ITU

66.0%The Americas

43.4%Worldwide

77.6%Europe

37.0%Arab States

20.7%Africa

59.9%CIS*

36.9%Asia & PacificPercentage of individuals using the internet in 2015

For people with limited computer skills, online applications constitute one of the biggest obstacles to employment, even for fast-food jobs paying a few dollars above minimum wage. My colleagues and I often spend hours helping one person fill out an online application that has poorly written instructions or a feature that doesnt work no matter how you enter the data. - Stephan Barker, a librarian in Prince Georges County

leading brands getting involved to bridge the gap

simplifying simpleHow do you make somethingseem easier to use?Make it easier to use.


a whole world ofeasy buttons

but could it beeven easier?

the interfaceis disappearing

voice command is the growing expectationAdult smartphone owners use voice search:

40% to ask for directions39% to dictate a text message,32% to make a phone call,23% while they are cooking

-Google

39%40%32%23%textmessagesask fordirectionsmake callswhile cooking

even healthcare is hiding its complexity

do you really know me?Consumers expect personalized experiences but get frustrated with brands that act like false friends.


what weexpect in return: a little simple recognitionremember how long youve been a customersremember past purchasesany type of personalizationUSUK

0%10%20%30%40%50%60%70%80%what sort of personalization do you expect?

what weget in return: isnt alwaystoo relevantwill unsubscribe from a company's content after receiving numerous, irrelevant offers

would be less likely to open that company's next offer

would be less inclined to buy from that company

3:4Most consumers and business travelers agreed that 75% of the travel offers they receive are completely irrelevant to their needs and preferences

Boxever, 201550% 60% 40%

when personalization goes wrong86% call bad ad retargeting irritating or intrusive to their privacy.

Intent HQ, 201586%

of course sometimes retargeting is so right even when its wrong

16-bit rewindGames used to be easy to pick up and play. Now, they are again.


RewardsHacksCompetitions with people we know

casual gamesare changing the people who play1 billionhours per day playing

5xmore time than they spend on Facebook or YouTube

8 to 80is the new demographic of gamers

Newszoo, 2015

and how theyre playing together

At home75% of parents now play video games with their children.

And around the world When we were kids, we used to all sit around a table and play Crazy Eights. My cousins are all over the country and we all have busy lives. I probably wouldn't interact with them very often except maybe at family reunions, and Clash of Clans is just another way to play with them.

- Lisa Ann Colton-Fowler, a mom in Brownsville, Texas

look up!are using their TV streaming boxes to bring casual gaming to the big screen.

so where should healthcare marketersfocus in 2016?

01Create one live event that lives entirely online. Experiment with technology that lets multiple geographies share that virtual stage.

02Let your customers know when to come back. Push current news, knock on digital doors, be top of mind.

03Embrace the distraction. Create content for people who are absently scrolling, not just ones who are actively searching.

04Identify one way you can help bridge that digital divide. Bring the robust service and support to the people who need it most.

05Take a hard look at your interface. How can you hide some of the complexity of interacting with your brand? What would Jeff Bezos say if he heard your reasons why not?

06Get personalization right. Recognize something about your customer in every direct email, mail, or message you send.

07Think about gaming. Learn about how people play together and how they learn in competitive environments. Explore solutions that could make your own med ed more compelling for patients and professionals alike.

08Get your own robot. Not for marketing, just because they're awesome.

special thanksto our contributorsAbigail SchmelzerAlex BrockAllison PignatelliAmanda JolyAmardeep LallyAndreas ReinbolzAndrew GlennAnn ManousosBrooke GlanzbergChris DevineChris IafollaChristina BlosserChristopher CallahanDan SmithDave SondermanDuncan ArbourEd HammertonEduardo MenendezElizabeth StelzerEric DavisEric SaboFrancine CarrickHeather IrvineIlya TetelmanJames TomasinoJason SankeyJeffrey GiermekJennifer FleishmanJennifer OleskiJessie BrownJoanna VoorhisJoe DesalvoJohn MuchaJoy HartJuli CavnarKara KinseyKevin ColemanKevin NaltyKristianne ShankerLeigh HouseholderLiana FedericoLogan CooperMaggie JancoMarci PiaseckiMark JazvacMark StechschulteMatt MizerMatthew Bergen

Melissa MorrowMichael BonillaMichelle CasciolaNaseem AllafNate LemkeNicholas CapanearNick BartlettNicole SordellNina BressauPat EtterPatrick RichardsRupert DooleySalvatore CannizzaroSarah BrownScott PageStephanie JonesSusan PerlbachsTom CallanTom MullinsTyler SaxVaneeta VermaVanessa RiveraZach Gerber

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Healthcare

2016 Digital Trends