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CATHCING THE WAVE
Accelereret forretningsudvikling til Generation X, Y og Z
hør om nye koncepter til accelereret forretningsudvikling overfor de tre
generationer.
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ACCELERERET
FORRETNINGSUDVIKLING TIL
GENERATION X, Y OG Z
Innovationsforum 27. oktober 2017
Arnt Gustafsson
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Generation X 1979
1965
37-51 år
Generation Y 1994
1980
22-36 år
Generation Z
1995 2009
7-21 år
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Arnt Gustafsson
Leder af Mindshares
analyseafdeling
I dag tilhører jeg
Generation ‘Øvrige’
Generation Ø 1964
1906
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Digital Disruption
Survey was completed
of 941 business and IT
leaders in 12
industries
The results indicate
that digital disruption
will displace 40% of
today's top 10
incumbents by industry
within the next five
years.
#5 Telecom-
munications
#6 Education
#7 Hospitality &
Travel
#8CPG /
manufacturing
#1Technology
#2Media &
Entertainment
#3 Retail
#4 Financial Services
Kilde; Global Center for Digital
Business Transformation
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Eksempler
The rice,
Dominance and
Epic fall
Most highly valued
start-up in 2015
Embracing tech
Setting new standards
Model 3 sold more 400 000
Before product launch
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Digital Disruption
Media &
Entertainment
Industry is #2 to be
disrupted
#3 Retail
Kilde; Global Center for Digital Business Transformation
#5 Telecom-
munications
#6 Education
#7 Hospitality &
Travel
#8CPG /
manufacturing
#1Technology
#2Media &
Entertainment
#4 Financial Services
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Desktop
Wave 1
Mobil
Wave 2
IOT and Implant
Wave 3
2015 - 2020 THE THIRD WAVE OF DIGITAL DISRUPTION
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CONNECTED PEOPLE
2015
3.2
2020
7.6Forecasted
number of
people on the
Internet
Billion Billion
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Connected
OBJECTS
Source: Cisco
Forecasted
number of
“things”
connected to
the Internet
17 52
2015
Billion Billion
2020
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New way of
buying Media
of total media to be
programmatic by 2020
20 4.3percent devices
devices per
person
algorithms behaviour
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VI HAR SPURGT
OVER 50.000
FORBRUGERE
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What is Mindreader?Mindreader is a proprietary research source developed by Mindshare.
Using an online survey in countries across the world, Mindreader allows us to investigate media habits and lifestyle of digital
consumers around the globe.
The 7th wave includes 45 markets covering over 85% of the global digital population. It is conducted using an online panel,
with a sample of at least 1.000 respondents in each market.
MEDIA
Media frequency
Attention
Love
Digital media
frequency
TV Platform use
Ad blocking
INTERESTS
Content interests
TV/Film
Sports
Devices used during
live TV events
LEISURE
Activities in spare time
Sports played
PURCHASE
Purchase behaviour
OUTLOOK
Causes/Charity
PERSONALITY
Attitudes
Personality types
Self Identity
Culture Vulture
Trends
Demographics
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Ikke overraskende er der forskel på Generationernes medieadfærd
30%
70%
Gen Z
Offline medier Online medier
41%
59%Gen Y
Offline medier Online medier
56%
44%
Gen X
Offline medier Online medier
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Men, hvad de bruger tiden på online varierer og kan fortælle noget om deres behov
222
234
253
269
282
Use a search engine
Buy groceries
Use collective discountsites
Use price comparisonwebsites
Access sportscontent/news
191
191
195
198
210
Enter contest/competition
Upload audio/video
Listen to theradio/music/podcasts
Download/buy media fromwebsites/programs
Keep up to date withentertainment news
113
121
123
124
135
View maps/look up directions
Use an online dating service
Download coupons/vouchers
Stream full length video
Research or bookholidays/travel
IDENTITETSSØGENDE
BRUGERE AF ‘ALT’MAKSIMALT
UDBYTTE
FUNKTIONELT
OG ENKELT
Kilde: Mindshare Mindreader, Wave 7, Denmark, Online medieaktiviteter som foretages ugentligt
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Gen Z vil ‘snacke’ information og have adgang ‘on the go’
34%
33%
63%
41%
43%
49%
I prefer to own things (e.g. films, books) in adigital format
I prefer to browse headlines than read detailedinformation
I tend to use different media devicessimultaneously
I would rather watch a video than read an article
I want to be able to access content wherever I go
I'd rather use subscription services than owncontent myself
117
124
131
144
159
162
Kilde: Mindshare Connected Life 2016, Denmark
Enig/meget enig
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TIME TO CONNECT TO PEOPLE
2000
12
2015
8Our average
attention span
is now less
than a goldfish
Seconds Seconds
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Gå mod strømmen
Case: KitKat
Amsterdam
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For Generation Y handler det om at opnå maksimalt udbytte
222
234
253
269
282
Use a search engine
Buy groceries
Use collective discountsites
Use price comparisonwebsites
Access sportscontent/news
191
191
195
198
210
Enter contest/competition
Upload audio/video
Listen to theradio/music/podcasts
Download/buy media fromwebsites/programs
Keep up to date withentertainment news
113
121
123
124
135
View maps/look up directions
Use an online dating service
Download coupons/vouchers
Stream full length video
Research or bookholidays/travel
IDENTITETSSØGENDE
BRUGERE AF ‘ALT’FUNKTIONELT
OG ENKELT
Kilde: Mindshare Mindreader, Wave 7, Denmark, Online medieaktiviteter som foretages ugentligt
MAKSIMALT
UDBYTTE
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MAXIMISING MOMENTS
New experiences are more important than buying new things
Like to feel something in their hands before they buy it
Tend to use different media devices simultaneously (i.e. TV,
tablets, pc/laptops, smartphones)
EXPERIENTIAL 83% MULTISCREENING 60%
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Interaktiv storskærm på
Rådhuspladsen
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The Wall – Video
Video
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Generation X bruger internettet til at gøre ting i hverdagen lettere
222
234
253
269
282
Use a search engine
Buy groceries
Use collective discountsites
Use price comparisonwebsites
Access sportscontent/news
191
191
195
198
210
Enter contest/competition
Upload audio/video
Listen to theradio/music/podcasts
Download/buy media fromwebsites/programs
Keep up to date withentertainment news
113
121
123
124
135
View maps/look up directions
Use an online dating service
Download coupons/vouchers
Stream full length video
Research or bookholidays/travel
IDENTITETSSØGENDE
BRUGERE AF ‘ALT’FUNKTIONELT
OG ENKELT
Kilde: Mindshare Mindreader, Wave 7, Denmark, Online medieaktiviteter som foretages ugentligt
MAKSIMALT
UDBYTTE
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SIMPLIFICATION
Prefer to own things (e.g. films, music, books etc.) in a digital
format rather than a physical copy
Have an increasing desire to slow down their life
Mobile technology makes life simpler
When going out, they are happy to receive deals and offers on
their phone from nearby retailers/restaurants etc.
Do online banking/financial services weekly
MINIMALISM 69% SMART LIFE 87%
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Data will
explode
Source: EMC
4.4 35
2015
zettabyte zettabyte
2020
2015-2020: 7 x År 0 - 2016Mængden af data genereret
fra År 0 til 2015. 90% fra siste
to år
Forecasted
amount of
data in the
world
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Smart Life
Case:Hungerithm from
Snickers
Australia
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FALDGRUBER
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Glem ikke print……
42%
67%
43%
58%
46% 44%
0%
10%
20%
30%
40%
50%
60%
70%
Read a printed version of a magazine Use the internet for looking at magazine content
Gen Z Gen Y Gen XKilde: Mindshare Mindreader, Wave 7, Denmark
Medieaktiviteter som foretages månedligt
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Ikke alle medier har fundet vej til Danmark
0%
5%
10%
15%
20%
25%
Norge UK USA Danmark
Gen Z Gen Y Gen X TotalKilde: Mindshare Connected Life 2016, Denmark
Benytter Twitter ugentligt
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- Jack Welch
There are only two sources of
competitive advantage: the ability to
learn more about our customers
faster than the competition and the
ability to turn that learning into action
faster than the competition
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Adaptive Marketing
Framework
Mindshare’s approach to
futureproofing our clients’
businesses.
AMF
ENABLERSTHE LOOP
GROWTH
ADAPTIVE SYSTEMS
ADAPTIVE PLATFORMS
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PLANNING FOR AGILITY (P4A)
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Workshop med 3 simple faser
1. BRAND
2. CULTURE MAPPING & TRIGGER
3. IDEAS
IDENTIFIKATION AF KULTURELLE
ØJEBLIKKE
BRAND DNA
BRAINSTORM OG KREATIVITET
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Teknologien skal
kobles til motiver
Gøre hverdagen lettere
F.eks. åbne døre
Forbedre præstation
F.eks. fitness og sundheds
målinger
Skabe værdi
F.eks. Tracking af
sundhedsdata til brug for
forsikringer
Understøtte personlighed
F.eks. smart tøj og Apple
Watch
Min kollega
Louise får indsat
en chip i hånden
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Opsummering
Generation X, Y og Z er
forskellige
Forstå deres interesser og
de styrende motiver
Hold øje med disse trends
Snacking, Multiscreening
og Smart life
Teknologi udvisker
grænserne mellem fysiske
og digitale medie
AMF
Husk, der er faldgruber Indsigt viser
vejen til
innovation
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- Laird Hamilton, American surfing legend
“We are all equal before a wave.”