Walt Disney once said, “of all our inventions for mass communication, pictures still speak the most universally understood language.” Perhaps he was more prescient than anyone realized at that time: Decades later, the onslaught of social media and the emergence of mobile phones have made his assertion seem truer than ever, as consumers have gained the tools to share a picture with the global population in a matter of seconds. Today, the fascination with pictures has come to define communication that spans both the offline and online worlds.
According to Forrester’s Consumer Technographics® data, sharing visual content is indeed a universal phenomenon — but it is most prevalent in countries like China, India, and Brazil:
Some believe that our obsession with taking and sharing photographs speaks to a modern narcissistic culture. Indeed, Pew Research reports that the majority of Millennial consumers post “selfies” on social networking sites. However, when Ellen DeGeneres’ Oscar “selfie” became the most retweeted tweet ever this week, narcissism was hardly part of the conversation. Instead, Ellen’s post exemplified what can happen when the power of the picture meets the power of social media: large-scale awareness, excitement, and engagement.
At the intersection of technology, mobility, and consumer centricity, the automotive industry is kicking into gear. From the International Consumer Electronics Show highlights early this year to commercials aired during the nightly Winter Olympics coverage this week, it’s hard to miss the news and promotions around increasingly sophisticated in-car technologies. Vehicles are:
Evolving as channels for media consumption. Last month, Pandora announced that it would begin monetizing its in-car audience by integrating ads into its in-car stream tailored to consumers en route.
Becoming an extension of your network of connected devices. Google’s latest partnership with Audi, GM, Honda, and Hyundai promises to put Android OS-synched cars on the road this year.
Emerging as self-regulating “smart” devices in their own right. BMW’s recently launched “i” series boasts a navigation function that identifies the most energy-efficient route according to range and environment, along with other technology that improves vehicle performance and safety.
Between the tackles and touchdowns of Super Bowl XLVIII, about 35 brands went head to head in a competition for consumer attention by airing highly anticipated commercials at $130,000 per second. Which brands won? It’s hard to tell: Bets were in well before Sunday, play-by-plays have been highlighted, trends analyzed, and commentators are still discussing them.
The truth is that the games have just begun. For consumers, the Super Bowl ad spectacle is part of the “discovery” phase — the first of four stages constituting Forrester’s customer life cycle — as commercials educate markets about a new product or momentarily make an impression on individuals. The resulting waves of social chatter now rippling across the Web amplify each brand’s capacity to be noticed.
But with these questions comes a recognition that the once-imagined future is less distant than we may think. A digitally enabled household no longer means simply maintaining a personal Internet connection or even syncing portable devices to a home network. Now, the digital home is becoming a conscious home — one that adapts and responds according to our behavior.
Cutting-edge devices like the smart thermostat might be low on the adoption curve today, but consumer appetite is evident. Forrester’s Consumer Technographics® data shows that more than a third of US online adults are interested in using technology to remotely control their home’s lighting, energy, and security:
A recent opinion piece in The New York Times describes the unique beauty of ecotones, an environmental term for the border between two habitats where cultures merge — where forest meets grassland or water meets shore. According to the article, people are deeply attracted to these areas of convergence and interaction because the edge is where the action is. Like the periphery’s significance in ecology, the edges we create in our society generate energy and are the places we push things to for the best results — borders between diverse urban communities, schools of thought that intersect and cross-pollinate, and, now, our relationship with technology.
Are we ready to live on the edge? Consumers say yes. Forrester’s Consumer Technographics® data shows that a tenth or more of US online adults are interested in wearing sensor devices on their wrist, embedded into clothing, embedded in jewelry, or as glasses: