Tech Transformations for 2016 and Beyond
Explore how technology is shifting attitudes, shaping values and redefining rituals, and learn what it all means for marketers.
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CONTENTS
As we head into 2016, Facebook IQ wanted to explore technology’s transformative role in our everyday lives. We commissioned insight and innovation experts Crowd DNA to travel the globe consulting experts, interviewing influencers and surveying people about how technology shifts their attitudes, values and daily rituals.
We then looked at how keywords and conversations around these societal and cultural shifts manifest on Facebook and Instagram and how open people in Nigeria, South Korea, the UK and the US are to the diverse ways technology is augmenting their lives. The study resulted in interviews with 11 experts, 60 qualitative participants and 4000 online survey respondents.
Technology continuously pushes us in new and exciting directions. And its effects are seen everywhere from Lagos to NYC to San Francisco, Seoul and London. As expert consumer psychologist Kit Yarrow put it: “There’s a massive shift in the psychology of consumers, their openness to the new, their willingness to try new things and their belief that all is possible today.”
Explore our five discoveries:
1/5 Discovery: Personal Sustainability
In an age where we can monitor, map and predict what’s going on inside of us, technology isn’t just about simplifying our lives—it’s about giving us the ability to engineer the best possible version of ourselves, with the ultimate aim of ensuring our own personal sustainability.
Whether it’s about improving nutrition, fitness, sleep or even mindfulness, people share more and more online about their own personal commitment to lead longer, happier and more productive lives.
Instagram conversation growth in Nigeria, South Korea, UK and US
SEPT 2014 NOV 2014 JAN 2015 MAR 2015 MAY 2015 JUL 2015
BASED ON KEYWORDS LIKE:
BIOHACKING BIOMETRIC DATA BRAIN TRAINING DIGITAL TRAINING PERSONAL GENOMICS
We saw11%
average growth
more than men
24-34
year olds
In the Real World
What once sounded like science fiction is becoming reality. Today, personal genome sequencing allows more people to discover and act upon the results of their own genetic code through customized nutrition and exercise plans. Tomorrow, scientists will introduce ingestibles and embeddables, including “smart pills” that can track your heart and breathing and implantable chips that go in your arm to help signal when it’s time for a snack (or not!).
Of the people we spoke with...
53%are interested in wearing a device that can track brain activity to make recommendations to improve emotions and behavior1
63% are interested in finding out more about what their genetic make-up/DNA can tell them about how to live a healthy life
44%are interested in swallowing a pill-sized digestable sensor that can monitor and transmit health information to a mobile phone or computer2
Health, the ultimate status symbol
With the time and money involved in designing our own “immortality,” this quest is today’s aspiration. Indeed, a good night’s sleep, a mindful moment and a customized roadmap to longevity have become the new luxuries. Consider how product extensions, brand messaging and experiences can tie into health as the ultimate status symbol.
“In the future it’s predicted that we’ll have these nanorobots going through our blood vessels, cleaning out our blood, replacing our bad blood with good blood.”
Stephen Davies
Digital Health Consultant
London, UK
2/5 Discovery: Mobile Empowerment
As under-served populations in emerging markets gain access to the Internet for the first time—notably through mobile devices—they are discovering the benefits of economic, entrepreneurial, educational and other opportunities previously unavailable. In 2014, the mobile industry contributed 5.7% to overall gross domestic product (GDP) in Sub-Saharan Africa, and this is forecast to increase to 8.2% by 2020.3
But gaining mobile Internet access has benefits beyond basic services and pressing social challenges like healthcare, education and poverty—it also opens new avenues for social connection, idea sharing and entertainment.
In the Real World
Now armed with a mobile phone, under-served populations in emerging markets are starting mobile-first businesses, connecting to medical services that are miles away and discussing politics with people on the other side of the world via Facebook and Instagram. Entrepreneurial and social spirits are flourishing as people are devising innovative solutions to underdeveloped infrastructure and connecting with others to share their world views.
Of the people we spoke with in Nigeria...
90%agree that social media makes it easier to get involved in and show support for causes they’re passionate about4
73% agree that society will become more fair and equal as more people connect to the internet through mobile phones5
92%agree that their mobile phone gives them access to services, information and/or opportunities that were previously out of reach6
Fuel the mobile gateway
There will be 525 million smartphone connections in Sub-Saharan Africa by 2020.2 Help fuel mobile empowerment by providing access to information, services and tools previously inaccessible to emerging markets and underserved populations as they come online for the first time.
“I’ve been able to receive job vacancies which I could never have gotten access to, news from around the world in my palm, new discoveries, opportunities to travel the world just on my phone, hooking up with friends I have long forgotten... and many more advantages.”
Millennial male
Lagos, Nigeria
3/5 Discovery: Playing with Food
As food culture expands online and local cuisine becomes global, there’s a growing consciousness around sustainable food production to combat future food shortages and environmental drawbacks. Technology is being used to replace the unsustainable food sources people are used to by harnessing sustainable ingredients or developing synthetic processes in laboratories.
Facebook conversation growth in Nigeria, South Korea, UK and US
SEP 2014 NOV 2014 JAN 2015 MAR 2015 MAY 2015 JUL 2015 SEPT 2015
BASED ON KEYWORDS LIKE:
EXO PROTIEN ARTIFICIAL MEAT EDIBLE INSECTS LAB GROWN MEAT SUSTAINABLE PROTEIN
We saw 96% average growth across 4 markets in Facebook posts related to playing with food
The US is leading the trend with 112% adjusted growth YOY
In the Real World
To reduce the world’s reliance on animal-based proteins, scientists are looking at ways to harness the power of nutrient-rich plants and vegetables to recreate new forms of meat cheeses and sushi. Insect protein and sustainable insect flour are becoming more mainstream in an effort to match the taste and texture of foods people are used to while being healthier for the planet, too.
Of the people we spoke with...
47%agree we’re going to have to find methods to artificially create food to avoid a global food shortage4
41% agree science can help us create food that is healthier and more nutritious than natural sources
25%are prepared to eat meat that is grown in a lab4
24%are prepared to eat food that ismade out of insects4
Taking the long view
A growing acceptance of alternative food sources signals the adoption of long-term thinking. Even beyond food production, there’s increased awareness of the impact of consumption on the environment. Recognize that consumers are open to innovative and surprising solutions to protect the planet for future generations.
“I would like to see a move away from eating meat every day as part of our diet to a more vegetarian-based, plant-based, whole foods diet... we might see people actually eating less meat for health reasons.
Obviously, there would be a big environmental benefit from that.”
Millennial male
London, UK
4/5 Discovery: Reinventing Rituals
As technology penetrates our everyday lives, it’s altering how we interact with each other, reshaping rituals, transforming old traditions and amplifying celebrations. We are driven by the same emotional desire to connect, but how we do so is fundamentally shifting. This is partly because we are embracing tech to solve age-old problems (like finding “the one”). It could also be a response to social and economic factors: more people are living alone and moving between countries for work. But just because we live alone doesn’t mean we have to be lonely. Technology offers all sorts of opportunities to connect with family and friends online to celebrate important moments in new ways.
For example, while online dating has become second nature to younger generations, Facebook conversation analysis actually signals a growing acceptance among 55–64 year olds.
Facebook conversation growth in Nigeria, South Korea, UK and US
AGE BRACKET ON FACEBOOK:
55-64
65+
SEP 2014 NOV 2014 JAN 2015 MAR 2015 MAY 2015 JUL 2015 SEPT 2015
BASED ON KEYWORDS LIKE:
DATING APPS MODERN COURTSHIP MODERN RELATIONSHIPS ONLINE DATING
Across the 4 markets, conversation on modern courtship is growing fast the fastest among Boomers (55-64s), up to 208% YOY while average growth overall was up 73%
In the Real World
From seeking a fellow bacon lover to only dating Geminis, online dating is increasingly specialized. And when the right one comes your way, but lives 3000 miles away, shared Instagram accounts and date nights over video chat are keeping the flame alive. Living alone doesn’t mean you need to eat alone in Seoul; solo diners are broadcasting their evening meals in a cultural phenomenon called “muk-bang” to a familiar face or an audience of thousands. Even how we pray has transformed as Bibles and Qurans are read via tablets and people join virtual prayer rooms from home.
Of the people we spoke with...
67%agree that the internet makes long distance relationships a lot easier6
53%believe the internet allows them to feel at home wherever they are7
54%feel that because of the internet, their friends and family are always there when they need them8
40%say that they regularly communicate with friends and/or family through a group messaging app because their loved ones live across the country to globe
Be part of the modern celebration
As a result of these evolving rituals and traditions, new industries, products and services will emerge. Seize the opportunity to become part of the modern way people are now relating to one another.
“My boyfriend and I had a real date night recently. He told me to keep my night free, and then he ordered Vietnamese to my house door in London. Then, we video chatted while eating the same food— my dinnertime, his lunch. It made such a lovely intimate chat... even though I was thousands of miles away.”
Millennial female
London, UK
5/5 Discovery: Embracing Identity
How people express themselves in terms of age, gender, looks, sexual orientation, relationships, spirituality and more is no longer binary. Driving this newfound empowerment is unparalleled access to new ideas and information, unlocking the facets of human experience. All of this combines to create a deeper understanding of what identity means and the freedom to throw off the shackles of convention and share who we really want to be.
Instagram conversation growth in Nigeria, South Korea, UK and US
DEC 2014 JAN 2015 MAR 2015 APR 2015 JUL 2015 AUG 2015 OCT 2015 NOV 2015
BASED ON KEYWORDS LIKE:
ANDROGYNY GENDER FLUID NONBIARY TRANS BLURRED GENDER
We saw 73% average growth across the 4 markets in Instagram posts related to gender blur
The UK is leading the trend with 145% adjusted growth YOY
In the Real World
From gender-neutral clothing lines to new rules for romantic relationships to 60 being the new 40, we’re seeing social norms shift away from traditional stereotypes and accepted behavior to an embrace of a Millennial-driven “free to be me” ethos and all of the diversity that goes with it.
Of the people we spoke with...
53%agree that traditional ideas of what it means to be a man and a woman are becoming increasingly irrelevant
47%agree that these days it’s as acceptable for men to wear makeup as it is for women to wear makeup7
70%feel that the age at whic people are considered "old" is increasing
Celebrating individuality
As Millennials set the tone for greater permission and acceptance of “otherness,” reflect on the growing kaleidoscope of identity and human experience.
“I think even in the mainstream general world, especially for the Millennials coming up, there’s more and more interest in personal expression, and that comes into play with gender fluidity as well.”
Gen X female
San Francisco, US
What it Means for Marketers
Measurement results are going to be unique to each advertiser. But we believe that the lessons we learned can help all marketers design a measurement strategy that optimizes campaigns and media plans to reach people more effectively.
Measure for Success
Test for yourself. Identify the most important business objectives for your brand and prioritize the right research questions to evaluate your campaign’s effectiveness.
Think Holistically
Assess your campaign plan from brief to execution. Examine which platforms are most effective for your brands. To develop an effective campaign strategy, evaluate how each platform works, both independently and together, to deliver against your business objectives. Test your display and video ads to determine the right combinations that lead to effective outcomes for your brand
Learn from All Results
Metrics matter. Analytic teams are poised help their organizations define the right metrics if they are able to contribute to strategic planning conversations. By asking the right questions, these teams can help an organization determine and align to metrics that drive business results rather than get distracted by fleeting metrics.
Source: Facebook internal data results based on media campaigns conducted on Facebook and Instagram between February and April 2015. All results reported as statistically significant in this paper have at least 90% confidence interval.
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