Académique Documents
Professionnel Documents
Culture Documents
TECH TRENDS
2015
72
Technology
INTRODUCTION
CONTENT OVERVIEW
Devices on a continuum
10
Wearable technology
12
14
Connected cars
16
18
20
Security
22
Augmented reality
Technology
80%
By 2019 more
than 80%
of all mobile
subscriptions
will be for
mobile
broadband
6. Iraq
7. Indonesia
8. Thailand
9. Kenya
10.
Saudi Arabia
Source: G
fKs trends and forecasting data
Ericsson mobility report
Devices on a continuum
Technology
DEVICES ON A CONTINUUM
As screens become omnipresent and consumers expect
to switch seamlessly between them, will there ever be
a dominant operating system?
Connected devices come in a wide
range of screen sizes: from large smart
TVs, to hybrid computers, to maxi/
mini tablets, through to phablets and
smartphones, and most recently micro
screens on wearables. Consequently,
devices no longer fall into neatly
divided traditional fixed versus
mobile categories, or business
versus pleasure. With the ability to
access your own files from any device,
there is now a continuum that ranges
from personal to shared, through
to mobile.
How consumers use their screens is
dictated by size, portability and the
nature of connectivity (i.e. with or
without SIM/WiFi/3G/4G). The desire
60%
Over half of
online adults
in the UK
use at least
two devices
every day
Meeting consumers
desire to connect their
lives seamlessly across
all their devices is a
significant challenge.
Source: G
fK study for Facebook, 2014
Technology
AN INSATIABLE
APPETITE FOR VIDEO
Theres a growing appetite for video content across all screens,
both at home and on the go. How should advertisers, media buyers
and content providers maximize the opportunity? Can network
operators meet the increased demand for data?
2014 was the year that binge-watching
became a term we all understood. More
screens and the rise of online media
services combined to identify and meet
an almost insatiable appetite for video
content. So much so that Ericsson
forecasts video content will represent
50% of all global mobile data traffic by
2019. Between now and then it will grow
13 times to reach this size.
Mobile devices are taking an increasing
slice of this growth: 30% of all online
video watched in Q3 2014 was viewed
on smartphones or tablets double the
amount the same time a year ago. With
the introduction of tablets and larger
smartphone variants (phablets) viewing
quality has improved. The way people
consume video content is changing too.
Our Future of TV study highlighted
how the content were watching online
differs by screen size: on smartphones
it is short-form clips like YouTube, on
tablets and laptops its short series and
comedies, and on TV screens it tends to
be longer programs and movies.
Millennials in particular are used to
viewing extended video content on any of
several screens in the home, whether in
84%
66%
Two thirds of
consumers
watch live
content on TV
Need to know:
Millennials spend more than one
third (34%) of their TV-watching
time online three times more than
everyone else.
With two thirds (66%) of consumers
watching live content on TV, its still
the go-to media for viewing events as
they happen.
Paid-for services and owned content
are most viewed on TV and PC.
PCs and tablets are used most to
access free content.
Mobile is currently least used for
viewing subscription services.
Source: Ooyala
Global Video Index, Q3 2014
GfKs Future of TV study
GfKs trends and forecasting data
Ericsson mobility report
Wearable technology
Technology
WEARABLE
TECHNOLOGY
Wearables may be the most talked about consumer electronics
sector at the moment, but so far sales have failed to impress.
So where is the tipping point for the wearables market?
Our research provides numerous insights
into consumer mindsets when it comes
to wearable tech. Firstly, there is little
clarity around the benefits. In the very
near future they might be capable of
recording every aspect of our lives and
connecting to our surroundings via the
Internet of Things but so far it is fitness
and activity trackers that people have been
buying and this appears to be because
their functions are easy to understand
and communicate, compared to say a
smartwatch. People dont understand the
need for companion devices, and would
prefer device self-sufficiency. For instance,
56% of people we surveyed said they
would like a smartwatch that operates
independently of a smartphone. Brands are
rightly focusing their efforts on achieving
this tipping point.
Acceleration of demand
will only happen when the
aspirational connects with
the functional.
40%
In 2014, 40%
of wearable
device sales
in France,
Germany and
the UK were
generated in
the fourth
quarter
Technology
1/5
mobile users
has used their
device to make
a payment
Need to know:
Currently only 4% of consumers pay
for day-to-day items like groceries and
fuel using their mobile phone, but more
than 11% of consumers expressed
an interest in this and this figure is
higher still for Millennials.
One in five mobile users has used
their device to make a payment.
Our analyst, Alexander Zeh, says:
Apple Pays entry to the market could
be a genuine game-changer with its
upmarket early adopter base, focus
on customer experience, existing
e-commerce platforms and strong
Connected cars
Technology
CONNECTED CARS
Safety, economy and entertainment are the three main benefits
of the connected car. They are the advantages that drivers appear
ready and willing to embrace, but less willing to pay more for.
So which companies will benefit most from the new value chain
the connected car will create?
So far, car manufacturers have tended
to use digital technology to enhance
the in-car entertainment experience,
but more recently attention has moved
to connecting cars to external sources
for safety, telematics and infotainment.
These benefits are easy to communicate,
and data from our multi-country
Connected Car study shows significant
interest in a range of possible new vehicle
concepts, particularly amongst younger
auto/technology engaged consumers.
34%
More than
one third of
consumers
would consider
pay-as-you-go
cars
Need to know:
Accidents are the main concern globally
(37%), ahead of fuel costs (36%), the
cost of repairs (31%) and traffic (32%).
Costs associated with driving are the
main concern in developed markets
(Germany, UK and US). Safety is the
main concern in developing markets
(Brazil, China and Russia).
Self-driving cars appeal to 66%
of respondents.
44% would consider car sharing/
lift-sharing/ride-sharing/carpooling,
(highest in Brazil 57%, lowest in
Germany 34%).
More than one third (34%) would
consider pay-as-you-go cars
(highest in China 55%, lowest in
Germany/UK 23%).
Technology
77
52%
Over half of
people within
the 25-34 age
group would
pay to make
their home smart
72
35%
While UK consumers showed
an overwhelmingly positive
response to the idea of
a fully-connected smart
home, only 35% said they
would be willing to pay to
make their homes smart.
Technology
47%
In the US, 47%
of 16-21 year
olds want to
buy products
unique to them
Drivers in Western
Europe are happy to
have telematics tracking
installed in their vehicles.
For brands and businesses, privacy
management will become a point of
differentiation, where consumers choose
to deal only with those companies they
trust to treat their information with
respect. As people become more aware
of what they can control, a whole new
sector will blossom: well see an increase
in the use of ad-blocking software as
some consumers react to personalized
ads, of apps tracking apps, and
Security
Technology
SECURITY
How will consumers views towards security change in 2015 and
beyond? What does the Internet of Things mean for digital security?
Which companies will benefit in the future?
2014 was blighted by the muchpublicized cyberattack on Sony Pictures
Entertainments infrastructure, and the
Russian hacking gang CyberVor stealing
1.2bn usernames and passwords. With
global media coverage of these issues,
consumers are aware of how vulnerable
corporations are to hacking even the
largest ones, and how exposed they are
to cybercrime.
When maintaining a level of security
online, the challenge is to constantly
stay ahead of cyber criminals evolving
methods. This was a topic of discussion at
the International Consumer Electronics
Show (CES) in 2015, where for the first
time a significant group of 82 exhibitors
focused on security.
The proliferation of smartphones,
third-party apps and cloud services has
created a treasure chest of personal data
and passwords that attract criminals. To
remain appealing and competitive, some
apps have been launched too quickly, with
chinks in their armor. In the rush to release
contactless and mobile payment apps,
some providers may be compromising
security, including sensitive financial data.
Others may even have been developed
by the criminals themselves and contain
Malware. Some have already boasted of
compromising iCloud services.
Easy-to-crack passwords are a big risk.
According to Digital Shadows, 2015 is
1.2bn
Augmented reality
Technology
AUGMENTED REALITY
Augmented reality looks ready to add a virtual layer to the physical
world from museum visits to shopping, medical procedures to
education. Indeed there are a myriad of opportunities to inject
virtual objects into physical reality, as well as to harness the data
generated by this virtual layer to meet emerging consumer needs.
Look beyond its gaming applications
and we can see augmented reality (AR)
increasingly becoming more of a fixture
in the future. Retailers are already
leading the way using AR technology
that allows consumers to visualize
virtual objects in their real worlds to
help consumers make up their minds.
Specifically, by replicating their homes
using a camera and screen from a
mobile device, IKEAs augmented reality
app allows people to place items from
the retailers catalogue into their own
living rooms. Online clothing retailer
ASOSs Fashion Finder AR technology
allows shoppers to upload their
photos to try on different styles in a
virtual fitting room. Going one step
further, Swedish start-up Volumental
is aiming to bring your body online,
experimenting with 3D printing and
imaging to create designer clothes
precisely tailored to customers bodies.
In a more general sense, CAD software
and Oculus are increasingly being used
to design store layouts as well as to
mock up prototype products in near
real-time.
Augmented reality takes on a new
meaning with big data. Wearables
About GfK
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions.
More than 13,000 market research experts combine their passion with GfKs long-standing data science experience. This
allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using
innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive
edge and enrich consumers experiences and choices.
www.gfk.com
GfK 2015