consumer trends 2015 anz

CONSUMER TRENDS 2015

AUSTRALIA AND NEW ZEALAND

04 Healthy AppetiteWhat’s happening in 2015? 05 Why consumers will buy into this 06 Where next? 15

16Fight For Your RightsWhat’s happening in 2015? 17 Why consumers will buy into this 18 Where next? 19

22 Get SmartWhat’s happening in 2015? 23 Why consumers will buy into this 26 Where next? 28

30E@sy StreetWhat’s happening in 2015? 31 Why consumers will buy into this 32 Where next? 34

CONTENTS

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HEALTHYAPPETITEPeople are increasingly seeking out superfoods free from chemicals and additives, as well as locally and seasonally sourced products.

WHAT’S HAPPENING IN 2015?In 2014, we saw health becoming increasingly important in ANZ with consumers seeking out new ways to get healthier – a trend set to become even more important in 2015. Information and public health campaigns from governments about the importance of a healthy diet and exercise regime, along with personalities in mainstream and social media, is creating sub-groups of people subscribing to new lifestyles and diets. Paleo, Vegan, Organic, Raw, Dukin, Atkins diets are all the rage, with people citing a number of different reasons as their motivators. Every month or so, there seems to be a ‘superfood’ to end all superfoods, and consumers are buying them in droves, leading to world shortages of foods, including kale and quinoa. In 2015, consumers will increasingly seek out natural options and local, seasonal produce will only become more popular.

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WHY CONSUMERS WILL BUY INTO THISIncreased consumer demand for certain food and drink is leading to worldwide shortages. Furthermore, consumers are less trusting of big business and need to be assured that they are not being misled about sourcing or processes. Consumers will be buying lower quantities of packaged foods, will demand more organic produce for a reasonable price, and will move beyond the supermarkets and towards farmers’

markets and similar enterprises if they can’t get what they want. Reduction of chemicals and additives is crucial raw food, and the use of processes such as cold-pressed and will be more in demand.

While the intake of fruit and vegetables in Australia and New Zealand is still under the daily recommendation (only 68% of Kiwis eat at least three servings of vegetables each day, and in Australia, just 9% of adults consume the recommended five servings of vegetables and two servings of fruit daily), there is an increasing awareness about healthy eating.

As many as one in four household shoppers in Australia say they

are buying more fat, sugar and preservative-free products than the previous yea. Australians are also buying 30% more organic confectionary and snacks than two years ago, making the organic sector one of the top five industries in Australia. Organic products are more widely accessible nowadays, with three in four organic food consumers reported to be making their purchases at conventional supermarkets.

According to Mintel’s GNPD, all natural product claims have increased from 4% to 8% over the last five years, while organic claims had smaller growth – from 6.1% to 6.4% – most likely a result of more stringent testing of organic claims by the peak governing bodies in ANZ.

Within Australia’s snack bar market, brands based on wholefood, healthy options are experiencing more growth in Australia, with companies including Carman’s Fine Foods and Nice & Natural both increasing in popularity and market share.

The popularity of detoxes and diets focused on plant-based foods, such as veganism, are impacting juice sales. Detoxing, and in particular juice detoxes, have been increasing in popularity, off the back of numerous celebrities who advocate the fasts as a way to cleanse the body of impurities. This type of consumer is very likely to prepare a considerable portion of their food and drink in their home, as they want to be aware of what they are taking

in, and when they consume products out of the house, they want them to be as close as possible to what they would make at home.

Vegan, raw food diets are becoming much more mainstream, and ‘wellness warriors’ preaching their lifestyle choices are gaining more momentum and notoriety.

Australians like Loni Jane Anthony and Freelee The Banana Girl, who gained attention when the mainstream media caught wind of their vegan, ‘Raw Til 4’ lifestyles, have courted controversy around their choices. Both advocate juicing and smoothies, eating only raw foods until 4pm, and no animal products at all. They also follow the

80:10:10 diet, where 80% of the calories come from carbohydrates (mostly fruit and some veggies), 10% come from healthy fats, and the rest come from protein.

While the extreme lifestyles have of course attracted some criticism, they have also gained support, which they have capitalised on. Anthony is releasing an ebook about her lifestyle and has also teamed up with Priceline to share smoothie and juice recipes.


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While extreme lifestyles have attracted criticism, they have also gained support, which they have capitalised on.

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Over the last few years, there has been increasing concern over the impact of sugar on human health, particularly when it comes to diabetes and related conditions. Quitting sugar is the latest popular fad around the world, and it is particularly strong in Australia.

Nut-free healthy bars are a growing segment, with nut bans across schools in Australia. Freedom Foods claims to ‘genuinely’ process their foods in a nut-free facility. Freedom Foods’ nutritional bars, which are gluten free and nut free are currently experiencing a high rate of growth.

Over the last few years, there has been increasing concern over the impact of sugar on human health, particularly when it comes to diabetes and related conditions. Quitting sugar is the latest popular fad around the world, and it is particularly strong in Australia. I Quit Sugar, written by former Australian journalist, Sarah Wilson, has garnered a cult following and evolved into a popular website that offers instructions on how to quit sugar in eight weeks. Pure White and Deadly by John Yudkin, first published in 1972, has been reprinted and is also gaining momentum, as more consumers

become concerned about their sugar intake and how to stop it. This trend is driving increased interest in natural sweeteners like stevia.

The World Health Organisation has also proposed slashing the recommended daily intake of sugar in half, from 10% of total energy per day to 5%. Today, as many as one in five Australians are now on a low sugar diet.

According to Mintel’s GNPD, low/no/reduced Sugar claims have also increased, from 6% in 2009 to 8% in 2014. In reality, the number of low-sugar products would be higher, as products with natural sweetness, from dates or similar ingredients, usually make a ‘natural sugar’ claim as opposed to a low/no/reduced sugar claim.

More Australians are shopping for fresh vegetables at farmers’ markets as the ‘local’ trend grows. Concern

about food wastage also continues to gain momentum. Wasting food can often just come down to aesthetics: a bruised apple, a twisted carrot, a dented onion. As a result, Harris Farm Markets is launching Imperfect Picks, a range of would-go-unloved fruit and vegetables that may not look perfect, but are just as delicious and nutritious as their counterparts who made the ‘good looks’ cut. The good thing is, the uglies are now available for up to 50% cheaper.

In the last 10 years, the Australian almond industry has grown from 10,000 tonnes to 78,000 tonnes in 2013, as paleo and vegan consumers alike shun dairy and soy in favour of nut and seed milks. Almond milk has experienced growth of 93% and oat milk has risen by 38%. New grain milks including quinoa, coconut and blends of different nuts and seeds are also increasing in popularity.

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Environmental ethics are also increasingly important; according to Mintel’s GNPD, environmentally friendly packaging has risen from 15% in 2009 to 32% in the year prior to September 2014, and environmentally friendly product claims have increased from 2% to 7% in the same period. The percentage of products with vegan and no animal ingredients claims have doubled, from 3% in 2009 to 6% in 2014. Conversely, vegetarian claims have increased at a similar rate, increasing from 4% to 9% in the last five years.

Snacking throughout the day has become the norm for most consumers, and there is a trend away from more processed snacks, with increased popularity for natural

options. Snack foods have been increasing much more rapidly than snack bars in Australia, but it has been sporadic. While the value has grown each year since 2005, these increases have been anywhere from AU$26.5 million to AU$85.5 million. The market is expected to be worth an estimated AU$1366.9 million in 2018. Within the snack bar market, the most significant increases in value have been experienced by small companies focused on health and naturalness, while the larger companies have suffered drops in value.

Nice & Natural, with its muesli and nut bars, has experienced value increases, taking its share of the market from 5.3% to 8.1% between 2011 and 2013. Natural, health-

focused New Zealand company Mother Earth has seen substantial growth, more than doubling its market share between 2011 and 2013. In dairy, the biggest increases in market share within Australia’s yoghurt market have been from Murray Goulburn and Own Label products. Murray Goulburn grew its market share from 0.5% in 2009 to 3.7% in 2012, with brands including lactose-free Liddels.

Paleo diets advocate eating like our ancestors, with a high amount of vegetables, meat and nuts that could have been sourced by cavemen. It limits fruit consumption, and dairy, legumes and grains are off the menu entirely. It is becoming so mainstream that a plethora of cafés and restaurants now offer paleo

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options or are entirely focused on paleo options. Supporters of the Paleo lifestyle say that human bodies haven’t yet caught up with our tastes, and that is why diabetes, obesity and heart disease continues to rise.

Cafés appealing to these consumers will often call themselves Primal or Paleo, or just use the ‘wholefood’ terminology. Even more run-of-the mill cafés and restaurants are adding more Paleo-friendly options to their menus. These options are gluten-free and dairy-free, and reject processed foods of any kind. The first Paleo Café opened in Cairns in 2012, and by April 2014, they had 11 franchises. The aim is for 30 by the end of the year.

THR1VE has also become somewhat of a Sydney institution, with health nuts flocking to the stores for paleo-friendly options. The owners maintain they are not specifically Paleo-focused, but rather are interested in providing healthy, wholefood options, backed by scientific evidence.

While the trend began in the major cities, there is increasing interest in outlets like THR1VE, and the Paleo lifestyle in less urban places including Rockhampton, Bundaberg and Tamworth. THR1VE management tell potential franchisees that annual sales are likely to be $1–2 million, which are figures derived from actual sales figures from existing cafés.

High-profile Australians have also backed the Paleo lifestyle, including Pete Evans from My Kitchen Rules fame and The Commando from The Biggest Loser Australia.


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WHERE NEXT?There will continue to be huge interest in superfoods and more ‘alternative’ diets and lifestyles in 2015, but the key issue will be sourcing.

With quinoa and kale experiencing shortages, Australians will need to look elsewhere for their superfood benefits.

Predictions are that cauliflower, brussel sprouts and amaranth will become some of the most in-demand superfoods for 2015.


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FIGHT FOR YOUR RIGHTS

Growing awareness of customer rights and corporate misbehaviour will see consumers demand more fairness and justice from companies, with consumer input becoming almost integral.

WHAT’S HAPPENING IN 2015?Consumer rights are back in the spotlight on the 800th anniversary of the first-ever citizen’s bill of rights, the Magna Carta. More recently, the ability to exercise one’s rights was on display in uprisings that caught the world’s attention: Brazilians’ fury at perceived government squandering of resources in the name of the World Cup, US boycotts of supposed Russian vodka brand Stolichnaya following the country’s LGBT regulations, and the viral #BringBackOurGirls campaign regarding the kidnapping of school girls in Nigeria. The decline of deference is set to escalate in the consumer space as customers are variously empowered and presented with provocative facts about corporate practice.

Technology has transformed protests from organised marches to a bare-minimum of ‘clicktivism’, or the ability to express one’s opinion, support or dislike through online petitions, viral video views and social media posts. Consumers have recently begun to see the power these viral revolts can have. We’ve seen food and drink companies as large as PepsiCo, General Mills and Subway reformulate products based on blogger campaigns and online petitions.

Consumers also can exercise their rights at the cash register, purchasing only brands that align with their ideals on marriage equality, minimum wage and even political party affiliations. When the chairman of Barilla said that he would never use a same-sex family in his advertising, the backlash was immediate. Consumer cries to boycott the pasta giant spread instantly around the world and led to considerable back-paddling by the company.

The consumer movement at hand finds consumers demanding openness from companies – more information, responsibility and accountability. In the event that they do not feel that companies are forthcoming, consumers are willing to stand up, even if it is just behind a hashtag. What’s changing is that consumers are no longer just enlivened by the ability to protest; they are also coming to expect that even social media campaigns will force their desired outcome.


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WHY CONSUMERS WILL BUY INTO THISAustralians are coming together on issues of importance, with organisations like GetUp helping to organise the wider community. GetUp is one of Australia’s largest campaigning communities, with a membership of over 600,000 people where members can take action on matters which are important to them. GetUp believes Australians

should be heard all the time, not just at elections once every three years. GetUp provides an avenue for members to demand better from the government, big businesses and media through campaigning. Other online-based societies are also providing a voice for consumers. Change.org has more than 70 million users across 196 countries, including Australia, providing tools for people to transform their communities at a local, national or even global level.

Elsewhere, just 9% of Brazilian adults prefer to shop at a minimarket that is part of a chain rather than an independent store, and 77% of Brazilian carbonated soft drink

consumers would pay more for an ethical soft drink brand. Meanwhile, in the US, 18% of 19–36 year olds go out of their way to buy from companies or brands that support LGBT issues, and 82% of US adults who visited a restaurant in the past month say a restaurant that treats its employees fairly influences their choice. In addition, 63% of US adults choose a restaurant because it actively supports humane treatment of animals.

WHERE NEXT?The need to be heard is rising, especially since being informed and active is no longer a requirement for protesting. ‘Clicktivism’ provides people with the feeling that they have the power to help get things done with minimal effort. Many digital activists are not financially involved in the cause, instead adding their clicks rather than their pocket change to the count of the masses. However, we could see a new movement following the summer 2014 ALS Ice Bucket Challenge that successfully combined self-documentation with promises of monetary donations.

Companies also are facing real pressure from consumers who demand clarity on things like ingredients in food, treatment of workers, and online terms and conditions. The internet prompts its own concerns, especially in the wake of Facebook’s admission to carrying out psychological experiments on its users without their permission. For those companies that are not proactive or are seen as insincere, we expect to see a continuation of protests against these real, and perceived, transgressions.

In 2015, companies globally will increasingly be forced to apologise, admit their mistakes and show a human face. They may aslo find themselves more eager to consult potential customers on their products, promotional campaigns and company policies. To ignore the will (however fickle) of the people

could foster a growth in boycotts. Some winners could be found in these organised movements, such as smaller businesses or local producers and proprietors.

In 2015, companies globally will increasingly be forced to apologise, admit their mistakes and show a human face.


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What’s changing is that consumers are no longer just enlivened by the ability to protest; they are also coming to expect that even social media campaigns will force their desired outcome.


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GET SMARTThe world of synced devices will become mainstream, as trusted companies move into the market and join the convenience-driven, data-collection revolution.

WHAT’S HAPPENING IN 2015?Smart devices – from watches to ceiling fans – appeal to consumers because they save time and money, promise convenience and control, and – in our age of digital navel-gazing narcissism – knowledge and self-analysis. What’s changing is that this is no longer the domain of start-ups offering home hub hardware – the major players are now embracing the trend and raising consumer confidence in it.

Apple and Google are both introducing ecosystems to compete for leadership in the connected home. Apple’s Homekit software/app creates a framework that will will enable consumers to use Siri voice commands to control smart lighting, doors, thermostats and other home appliances, operating on Bluetooth Low Energy and managed through any modern Apple

device. Meanwhile, Google-owned Nest – the pioneering manufacturer of internet-connected thermostats and smoke alarms – has created its own open-sourced framework, Thread, which is also designed to allow smart devices to communicate. Samsung’s forthcoming SmartHome ecosystem will compete on the same grounds, using the brand’s S Voice software. The brand has opened up its system to thousands of new developers.

Retailers are also pushing synced devices, with Sears currently testing a connected device department in its stores, ahead of a planned expansion in 2015.

New software is also coming onto the market to make it easier for consumers to sync their mobile devices with their health-monitoring tools and home appliances. Google Fit will provide a centralised activity tracker to compete with Apple’s iOS8 software and HealthKit app,

bringing users’ data from various fitness devices into a single location, helped by the participation of Nike, Jawbone and Fitbit in its development.

A host of new product launches in 2015 – from tablets to smart watches and smart TVs – will also pique consumer interest in syncing up. Google is launching Android TVs, while LG is launching a new webOS operating system for smart TVs. LG is also tipped to be launching a Flex 2 smartphone, while Samsung is expected to introduce a foldable tablet and Lenovo will present a new wearable device at CES 2015. Beyond that, the Apple Watch is sure to give wearable app development boost ahead of its retail launch in 2015.

Wearable technology has already proved a huge hit in Australia.

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It’s important to consider that smart devices needn’t be about health or home economics – they can be about aesthetics and ambience as well. We’re also going to see oPhone ‘scent messaging’ devices, theoretically allowing consumers to remotely fragrance their homes or send odours as a form of communication. Ralph Lauren is the first mainstream fashion/sports brand to work with wearable technology, having designed a polo shirt to be worn by ball boys and a collegiate player at the US Tennis Open, featuring sensors knitted into the core of the product to read biological and physiological information.

On a local level, Australian start-up company Smash Wearables has launched a wearable product specifically for tennis enthusiasts. The Smash Wristband, which measures shock and movement using a magnetometer, accelerometer and gyroscpe, relays data wirelessly to a smartphone app, helping users to improve their game.

Putting our smart devices to use could get easier as network providers and government authorities are adding Wi-Fi on planes and trains, allowing people to be connected anywhere, anytime – making it ultra-convenient for us to “Get Smart.”

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Smart devices – from watches to ceiling fans – appeal to consumers because they save time and money, promise convenience and control, and – in our age of digital navel-gazing narcissism – knowledge and self-analysis.

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Wearable technology will have to transcend the convenience of connectivity and offer wearable devices that are both secure and fashionable.

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WHY CONSUMERS WILL BUY INTO THISGlobally, smart devices have already been adopted by consumers to a degree, but the potential is far greater. Over one in five (21%) UK adults already use either a wearable device or a health-related mobile app, but as many as 40% of Brits are interested in a device that tracks heart rate, blood pressure and movement. Meanwhile, over one in ten (13%) Chinese consumers say that they have a wearable digital product in their household. Interestingly, this figure is higher among older consumers, at 11% of 20-somethings, 14% of 30-somethings, and 16% of 40-somethings.

Australians have rushed to show their interest in wearable technology, with a 2013 study finding that 35% of those surveyed had already used some form of wearable technology – as opposed to just 18% of US and UK respondents.

Wearable technology is coming to sporting grounds too, with the introduction of the Ref-Cam into Australia in 2014 – a wearable mini-camera for referees being used in NRL.

The world’s biggest provider of GPS tracking devices for professional sportsmen and women operates out of a small factory in South Melbourne, Catapult Sports. They provide small devices which measure player movement and fatigue during matches and training, highlighting everything from how quickly an athlete accelerates to how their heart changes, which can help improve game strategy and training programmes. It started with a small number of AFL players wearing the devices a few years ago, to the technology now being sold to NHL ice hockey teams and NFL teams in the USA.

Intel Capital, the global investment arm of the multinational chip manufacturer, has put funds into Performance Lab Technologies Ltd, a smart gadget software developer working out of New Zealand. The firm, based in Auckland, develops software designed to improve the user’s fitness and well-being by monitoring the user’s activity using biometric and environmental sensors, and then uses this data to create a training programme.

In terms of other technology, some 76% of potential TV buyers in the UK are interested in a TV with the ability to wirelessly stream content from other devices, and as many as a third (34%) of refrigerator shoppers expect to or would pay more for a barcode reader that syncs to online shopping.

Overall, almost two-thirds of Australians possess a smartphone and use mobile internet for more than 90 minutes each day. In 2014, the global smartphone audience is expected to exceed 1.75 billion people.

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Photography by Jeff Wong

WHERE NEXT?In 2015 and beyond, we’ll see smart devices advancing into new annexes. Wearable technology will have to transcend the convenience of connectivity and offer wearable devices that are both secure and fashionable. Indeed, increased adoption of wearable devices might force more conversations regarding regulations about digital device etiquette.

Aesthetically, wearable devices are as much status symbols as they are data collectors. Nike, Intel, reality TV series “Project Runway” and Digital Trends will host the first Wearable Technology Fashion Competition in the US to make wearable technology more stylish.

Likewise, smart home systems will go beyond economising utilities by embracing ambience and blending in with the décor, which we’ve already seen from Philips ‘Hue’ LED lighting systems and oPhone fragrance diffusers.

Overall, we’ll come to expect more from our smart devices: wearables that analyse our mental well-being, smart food and drink containers that automatically re-order replacements, and companies that analyse our data in order to customise services and costs.

All this constant connectivity will increase demand for innovations that help to charge mobile devices on the go. Security will also be a concern as consumers become more wary of placing personal data in the cloud and on other servers.

To further the purpose behind this data gathering, analysis will become a key

area of expansion for companies – witness the fact that Nike+ is backing out of the actual device space to focus on data and apps – and people will increasingly share data with professionals for analysis. We’ve already seen black boxes that monitor driving habits, Russian banks that give preferential interest rates based on running data, and MyHealthPal – a platform that shares a patient’s data on medication, diet and exercise with neurologists. Data-collecting devices will also invite companies to become analysis providers, and the next stage will be for banks, grocers and doctors to do more to develop data relationships.

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Overall, we’ll come to expect more from our smart devices: wearables that analyse our mental well-being, smart food and drink containers that automatically re-order replacements, and companies that analyse our data in order to customise services and costs.


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E@SY STREETThe on-demand, instant gratification culture of the digital age is spreading to the established retail world.

WHAT’S HAPPENING IN 2015?The internet has disrupted traditional approaches to shopping, setting up an expectation not just of convenience, but of immediacy.

Australia’s online retail spending continues to increase following a period of more subdued growth, and is now valued at around AU$15.6 billion for the year preceding July 2014. This represents annual growth of 8.6%, placing online at around 6.6% of traditional retail spending. By category, the results are mixed; sales growth in groceries and liquor continues to be strong, followed by department and variety stores, but growth fell significantly in electronic games and toys, with sales growth highly volatile and influenced by major product releases.

We’re seeing brick-and-mortar retailers meld with the digital as more locations offer in-store pick-up for online orders. Both major retailers of Coles and Woolworths have rolled out click & collect shopping, incorporating refrigerated lockers on major commuter routes to provide ease and collection of groceries. Woolworths has also trialed as we found out click & collect services at Melbourne airport, providing convenient grocery collection for passengers at the second-busiest airport in the country.

The ability to get hands-on with what was formerly only virtual could gain more customers for these e-commerce retailers. We’re also seeing services bridge the gap. For example, Doddle (the parcel and delivery service located at railway stations) and ASOS’s Local Letterbox in the UK eliminate the mystery of online shopping by offering fitting rooms in supermarkets, gyms, transit stations and shopping centres allowing people to try on online purchases.

As wearable technology increases, there are developments afoot that will incorporate ease of payment into everyday wear. Sydney suit maker M.J. Bale has made a “Power Suit” that incorporates a Visa PayWave chip sewn into the sleeve of the suit, making on-the-go payments easy.

There are over 24.4 million active mobile phone subscriptions across Australia, which has led to a widespread uptake of mobile shopping. Some 30% of all Australian internet users aged between 15 and 65 have purchased goods online with a smartphone, and 19% with a tablet, in the last 12 months.

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WHY CONSUMERS WILL BUY INTO THISIn Australia, connectivity is changing the way people shop. The average Australian internet shopper spends $285 online every four weeks, with travel and entertainment and leisure, electronics, fashion and food and beverages being the top five categories by expenditure. According to wearesocial.sg, some 78% of smartphone users research products via their phone – highlighting a more knowledgeable consumer once a purchase does occur, whether online or in-store.

While online sales continue to grow, the online experience offers a mixed response for some worldwide shoppers. Indeed, around half (53%) of UK consumers, and specifically 60% of women, feel it’s difficult to find clothing that fits well without trying it on.

When it comes to click and collect, almost one-quarter of UK consumers would like the option of reserving online and collecting in-store; some 15% would like to collect via a hub such as a shopping centre; 8% would like to collect at a transport hub; and 7% would like to collect from a drive-through.

In Brazil, more than one in ten (12%) consumers use the internet for information on their grocery shopping, yet just 2% do their weekly grocery shopping online. However, significant potential remains as nearly two in ten Brazilians say they would buy more groceries on the internet if it were cheaper than buying in-store. Meanwhile, the need to see products in person remains high in China, as nearly seven in ten Chinese adults say it is necessary to visit brick-and-mortar stores before buying products online.

There is no doubt that the digital is encroaching on how consumers approach a range of services throughout the world. One in twenty (5%) Brazilians would purchase a car entirely via the internet and have it delivered to their home if it was possible. In Canada, some 40% of Canadians would be interested in using online budgeting and advice tools offered by their bank or credit union, while in China, as many as 85% of Chinese adults would like to see more online services that help to facilitate daily tasks, such as paying bills online or booking taxis via mobile apps. There remains room for improvement though, as 38% of Canadians are unsatisfied with electronic access to healthcare from government-provided insurance.

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WHERE NEXT?At the heart of this trend is the fact that our on-demand, instant gratification culture is spreading. This will bring us more delivery apps and high-quality vending options across a variety of product categories.

Accessibility of 3D printers could lead to consumers being able to print a product that solves a problem, shortening the design and delivery cycle even more.

These conveniences are not only for city dwellers as more models bring the benefits of modern life to suburban and rural residents. The expansion of eBay now

showcases that it’s not just growing urban environments that require on-demand delivery solutions. However, the solution might have to be customised to the area, with in-store pick-up suited to suburbia and subscription services aligning with the needs of rural residents who might be far away from the nearest stocked store.

Furthermore, this ‘at-your-convenience’ expectation is likely to influence other service-based industries. Consumers are already applying this to their media consumption, with the likes of paid-for television Foxtel launching Foxtel Go which allows consumers to watch up to 60 channels live on their iPad, iPhone, Mac or PC. We predict that

consumers will want to see more customised, on-demand access in banking, healthcare and other services. It won’t be enough to have Google and Wikipedia answer your 3am; questions, people will expect to have an expert just a video call away.

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