April 20, 2012

Weekly Roundup: Eco-apathy, wearable computers, lonely Americans

Posted by: in North America

-Time releases its annual list of The 100 Most Influential People in the World.

-As Earth Day approaches, a Harris poll finds that Americans’ concern for the environment and their green behaviors have waned over the past three years.

-Following in the footsteps of luxury stores in Europe, high-end retailers in the U.S. are ramping up efforts to lure Chinese visitors, according to The New York Times.

-Russia’s Internet market is growing “astoundingly fast,” says The Next Web, spotlighting recent facts and figures on the country’s digital domain.

-The New York Times reports that India’s growth is being hampered by a struggle to keep up with rising demand for electricity.

-A Business Insider columnist argues that emerging market brands are set to play a bigger role on the global stage.

-A Boston Consulting Group study, The Millennial Consumer, attempts to identify consumer behaviors and attitudes unique to this generation and identifies six distinct segments of this cohort in the U.S.

-Young American women now place more importance on a high-paying career than young men, but still highly value marriage and family, according to the Pew Research Center.

-An essay in The Atlantic argues that Facebook is making Americans more lonely. But in Salon, author Eric Klinenberg disputes the idea that alienation is on the rise.

-The solar power industry is “suffering from growing pains rather than undergoing death throes,” according to a new McKinsey & Co. report on the topic.

-A Forrester report on wearable computers argues that now is the time for product strategists to start experimenting with wearables, which will disrupt industries from apparel to media and gaming.

-Fast Company explores the notion that wearable computers will represent a “fifth screen” for advertisers. The magazine also looks at how tracking tags in clothes could enable a surveillance society.

-The Economist looks at how technology is transforming manufacturing and changing the politics of jobs as well.

-The Economist charts the speedy adoption of smartphones and looks at their “potential to reshape the economy and boost productivity across all sectors and industries, like electricity or the automobile.”

-Pew’s Internet and American Life Project finds that as many as a fifth of Americans don’t use the Internet, but says the rise of mobile is “changing the story.”

-A Viacom survey examines how consumers use and feel about their tablets, MediaPost reports.

-A Pew Research Center study of technology stakeholders finds that most expect widespread adoption of mobile payments by 2020, as Mashable reports.

-An Adweek infographic looks at research finding that while Americans are more comfortable with e-commerce, they’re also demanding more from retailers.

-Mobile carriers in the U.S. say they may not have enough radio spectrum to meet spiking demand for mobile data in the next few years. The New York Times explores why.

-More companies are adopting the “officeless office,” or unassigned work spaces, in a bid to save money as employees get more mobile, says The Wall Street Journal.

-“IMAX is suddenly in the spotlight,” according to The Wall Street Journal, with Hollywood execs eager to see their major summer movies released on the giant screens.

-The New York TimesBits column spotlights some futuristic ideas being developed at AT&T Labs and says they hint at the privacy battles of tomorrow.

-The New York Times reports on whether this might be “the golden age for inventors.”

-Bringing Tupac back to life for Coachella and what the sophisticated hologram means for advertisers, in Ad Age.

-America’s taste buds are getting more adventurous, says USA Today, judging by new products featuring unorthodox flavors.

-The Wall Street Journal looks at the rise of the hotel lobby as the new hangout spot for local freelancers and startups.

 

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Things to Watch

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    May 21, 2013 | 5:06 pm

    The mobile device is becoming a sixth sense for users, harnessing various data streams to enable an enhanced sense of the world, as we explain in our report “13 Mobile Trends for 2013 and Beyond.” “We are about to enter an era where a digital sixth sense will become a reality,” remarked a contributor in a Time column yesterday that looks at how wearable tech, Google Glass and augmented reality will help drive this development. Some smartphones already contain as many as 18 specialized sensors, such as a gyroscope, GPS and an accelerometer, providing data streams that allow the mobile device to understand the user’s context. As heads-up displays like Google Glass proliferate, the mobile sixth sense will be more seamlessly integrated into daily routines. Contextual, real-time information will potentially help to make consumers’ lives easier, while brands will benefit from rich data streams. —Will Palley

    Image credit: Zensorium

  • Catering to kid foodies
    May 15, 2013 | 2:30 pm

    Last year we wrote about kid foodies: how kids are becoming more interested in what they eat and the art of cooking. A few new manifestations of this have popped up. In the U.S. last week, Fox announced it would launch Junior MasterChef, a spinoff of MasterChef, to be hosted by Gordon Ramsay. The kids version of this competition has already debuted in markets including the U.K., Israel and Thailand. And in the U.K., Tesco has linked with cooking site Great British Chefs on a free iPhone and iPad app featuring recipes “specially conceived to be cooked with children”; a section of the site features these easy recipes as well. Meanwhile, the James Beard Foundation has named ChopChop its top food publication of the year: The 3-year-old nonprofit magazine aims to motivate American kids to eat better by providing fun recipes for families to make together. —Marian Berelowitz

  • Tokidoki collaborations
    May 7, 2013 | 2:36 pm

    What do Karl Lagerfeld, Hello Kitty and Iron Man have in common? They’ve all been Tokidokied. The Italian brand’s cute-yet-edgy Japanese-inspired cartoon characters have amassed a cult following since 2005. Tokidoki (“sometimes” in Japanese) has partnered with product categories from makeup (Sephora and Smashbox) to bags (LeSportsac) to headphones (Sol Republic), and its momentum has yet to slow. The new Lagerfeld concept store in Paris is selling a limited-edition vinyl “Karl” Tokidoki figurine. In Singapore, 7-Eleven customers get a stamp for every SG$4 they spend in-store, and 18 stamps earns a Tokidoki Hello Kitty figurine—a promotion that’s creating lots of buzz among young lifestyle bloggers and collectors who want the series of 10.

    Campaign Asia attributes the success of Tokidoki, the creation of Italian designer Simone Legno, to word-of-mouth, social media and a cost-effective marketing strategy that leverages its partners’ brand values, communication channels and customer bases. —Geri Kan

    Image credit: Tokidoki

  • Pets Unstressing Passengers
    April 29, 2013 | 5:30 pm

    One of the more cuddly manifestations of our trend The Super Stress Era—the idea that governments, employers and brands will be working harder to address stress as it mounts around the world—is a new program at Los Angeles International Airport called Pets Unstressing Passengers (yes, that’s PUP for short). In our 10 Trends for 2013 report, we cite “cat cafés” in Tokyo and Shanghai, designed to help soothe patrons. Now dogs are getting their turn: At LAX, volunteers with trained pooches ready to be petted will roam departure gates to help defuse travelers’ tension. The program is modeled on similar, smaller-scale efforts at San Jose and Miami airports.  —Marian Berelowitz

  • McDonald’s’ Hong Kong ‘Happy Bus’
    April 23, 2013 | 3:00 pm

    Among our 10 Trends for 2013 is The Super Stress Era: the idea that governments, employers and brands will ramp up efforts to address stress as it mounts around the world. In Hong Kong, a McDonald’s Value Meals campaign is reminding stressed-out residents that “It doesn’t take much to be happy.” The city is “a stressful environment in which many people forget that happiness doesn’t have to be expensive or complicated,” says a McDonald’s marketing director in a press release. Indeed, in a 2012 Regus survey, 55 percent of Hong Kong respondents said their stress levels had risen in the past year.

    In addition to airing commercials that show silly, lighthearted moments of fun, McDonald’s kitted out a double-decker “Happy Bus,” which plies the busy Cross Harbour Tunnel route, with a motion sensor that makes laughing sounds when passengers swipe their Octopus cards and seat backs featuring optical illusions—replacing passengers’ hairstyles with Ronald McDonald’s. And distorting mirrors at bus stops feature reminders to smile. —Geri Kan

  • Multimedia messaging
    April 16, 2013 | 11:30 am

    As discussed in our latest report, “13 Mobile Trends for 2013 and Beyond,” people are using mobile devices to communicate in multiple new ways that are more visual, richer, faster, easier, more automated or simply more fun. One way they’re doing so: with messaging apps like Line, Viber and KakaoTalk, which have become “an indispensable form of communication for hundreds of millions of people worldwide,” as The Wall Street Journal notes. Depending on the service, users can embed content like songs, video, images and doodles; communicate via emoticons and virtual stickers; share location; and play games while chatting. Stickers (some free, some premium) are a world in themselves, from dancing pizza slices to proprietary characters. The app Rednote lets users add music to texts, choosing songs based on the mood they want to convey.

    The numbers are impressive: MessageMe garnered more than a million users within a week of its launch last month. Line claims 120 million downloads. To compete with these over-the-top apps, mobile operators are launching their own services, like Libon from Orange and Bobsled from T-Mobile USA. —Marian Berelowitz

    Image credit: Rednote

  • Virgin Active, ‘Live Happily Ever Active’
    April 9, 2013 | 1:00 pm

    Virgin Active began the year asking South Africans, “Can being more active make you happier?” The company, which operates 100-plus health clubs across the country, is going beyond the gym, providing digital solutions to encourage consumers to be more active and so “Live Happily Ever Active”—in line with one of our 10 Trends for 2013, Health and Happiness: Hand in Hand. While the link between body and mind isn’t a new concept, the idea that health impacts happiness and vice versa is becoming more ingrained for consumers and a theme for marketers.

    Virgin Active’s online tool devises training routines and provides advice and resources to help people achieve their goals. Members are encouraged to make active choices with the range of exercise classes on offer. The brand is also asking South Africans to share “Happily Ever Active” stories across social media sites to demonstrate that being healthy is a sure route to being happy. — Harsha Prag

    Image credit: Virgin Active

  • Mobile dating app Tinder
    April 4, 2013 | 11:47 am

    Launched last fall, this mobile dating app is hitting it big with its predominantly Millennial users—clocking in with 20,000 daily downloads, more than 2 billion rated profiles, 20 million matches, and 65 percent of users logging in daily and 80 percent weekly. What primarily distinguishes Tinder is the way it enables snap judgments based on member photos, a process “designed to be familiar and emulate the way we interact in real life,” as the website puts it. Relying on Facebook integration, Tinder lets users scroll through photos of people within their set parameters who are most likely to prove a match, tapping a green heart if interested, a red X if not. Tinder then connects users when interest is mutual, eliminating fears of rejection and unwanted attention.

    The app shoots away any pretense that it’s not all about looks for this cohort and speaks to our culture of impatience (and the resulting emphasis on images over words) and hyper-efficiency. —Nick Ayala

    Image credit: Tinder

  • XM Gravity’s Happiness App
    March 27, 2013 | 4:45 pm

    As we noted in our 10 Trends for 2013, more people are coming to recognize the link between health and happiness and taking proactive steps to improve both at once. Indonesia-based digital agency XM Gravity, a JWT company, recently created a mobile app designed to keep employees feeling happy, connected and cared for. The app’s “Mood” function asks users to choose one of nine emotions (excited, mad, relaxed, etc.); executives or HR personnel will seek out people who consistently specify negative moods in an effort to fix the situation. A “News” section features fun announcements (free ice cream, movie screenings, company trips).

    “The Happiness App serves as a sort of heart check up on everyone in the company,” explained CEO Kevin Mintaraga. Since a happier person is a healthier person, he said, “in the end, they are the ones who would give their best at work.” —Will Palley

  • Transient hotels
    March 21, 2013 | 4:15 pm

    These days, it’s hotels that are on the move, not the guests. Transient, or pop-up, hotels offer affordable rooms in prime spots or posh lodging near seasonal events such as music festivals. Sleeping Around, a Belgian company, transforms 20-foot shipping containers into luxury rooms and transports them to cities around the continent. The Pop-Up Hotel, a British firm, will supply luxury safari tents at June’s Glastonbury Music Festival, as well as a full restaurant and “exclusive luxury toilets,” no doubt a valuable festival perk. Podpads will also offer rooms at Glastonbury, but theirs look like small plywood cottages. Another business using shipping containers as rooms, Snoozebox, operated at the London Olympics, achieving 85 percent occupancy, and became a surprise financial success. This week The New York Times spotlights a few additional options.

    With travelers increasingly interested in one-of-a-kind adventures, these hotels help provide an experience that few friends will be able to replicate. —Alec Foege

    Image credit: The Pop-Up Hotel

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