GLOBAL – MARCH 2011 – Omnicom Media Group (OMG) shares its ‘11 for 11’ trends offering, which draws on two consumer research studies: the in-house Snapshots online research—an in-depth questionnaire with 3000 respondents in North America, Argentina, Brazil, Mexico, Australia, Japan, Thailand, China, India, South Korea, UK, Russia, Spain and Germany and France—and the newly launched Global n:Vision study of 30,000 consumers in 21 markets in partnership with the Future Foundation centered on the behavior and attitudes of consumers in Asia.
The 11 trends, in brief:
1. Cautious Optimism
Consumers remain cautious when it comes to budgeting although the worst is over for the economy. Consumers have become highly sensitive to price and value.
2. The Search For Personal Control
Consumers want to be in control over all aspects of life, from personal finances to health, appearance and wellbeing. They use a variety of tools such as coupons and price comparison sites to word of mouth. In the realm of health, personal health tracking services are on the upswing.
3. We Are Family
The advice of family members from purchases to life decisions will be more influential.
4. Game On
The electronic gaming industry is still world’s most valuable entertainment industry in
revenue terms. Gaming has also become social and mobile gaming is also becoming popular. Game-like mechanics are being integrated into real-world activities and products.
5. Deal Mania
Group buying sites have mushroomed and partnerships will spread not only to discounts but also to social issues.
6. Realistic Green
Environmental issues are difficult to translate into behavioral change. Consumers are willing to pay for green products and corporations have become more aware about thei environmental impacts.
7. Concierge Brands
Personalization is no longer limited to luxury brands but available in all sectors in real-time.
8. More and More Mobile
Internet usage is migrating onto mobile devices, aided by smartphones and tablet devices.
9. Lure of the Shop Floor
Retail locations are more and more becoming havens of
technological interactivity and experiential treats.
10. Pragmatic Luxury
Luxury is not merely for status but a way of expressing individuality in one’s choices.
11. The search for lost time
People are willing to pay a premium for time—in short supply in today’s busy world. Time-saving gadgets and devices help consumers find time for the things most meaningful to them.
