CATHCING THE WAVE

Accelereret forretningsudvikling til Generation X, Y og Z

hør om nye koncepter til accelereret forretningsudvikling overfor de tre

generationer.

ACCELERERET

FORRETNINGSUDVIKLING TIL

GENERATION X, Y OG Z

Innovationsforum 27. oktober 2017

Arnt Gustafsson

Generation X 1979

1965

37-51 år

Generation Y 1994

1980

22-36 år

Generation Z

1995 2009

7-21 år

Arnt Gustafsson

Leder af Mindshares

analyseafdeling

I dag tilhører jeg

Generation ‘Øvrige’

Generation Ø 1964

1906

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

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

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

Desktop

Wave 1

Mobil

Wave 2

IOT and Implant

Wave 3

2015 - 2020 THE THIRD WAVE OF DIGITAL DISRUPTION

CONNECTED PEOPLE

2015

3.2

2020

7.6Forecasted

number of

people on the

Internet

Billion Billion

Connected

OBJECTS

Source: Cisco

Forecasted

number of

“things”

connected to

the Internet

17 52

2015

Billion Billion

2020

New way of

buying Media

of total media to be

programmatic by 2020

20 4.3percent devices

devices per

person

algorithms behaviour

VI HAR SPURGT

OVER 50.000

FORBRUGERE

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

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

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

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

TIME TO CONNECT TO PEOPLE

2000

12

2015

8Our average

attention span

is now less

than a goldfish

Seconds Seconds

Gå mod strømmen

Case: KitKat

Amsterdam

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

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%

Interaktiv storskærm på

Rådhuspladsen

The Wall – Video

Video

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

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%

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

Smart Life

Case:Hungerithm from

Snickers

Australia

FALDGRUBER

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

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

- 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

Adaptive Marketing

Framework

Mindshare’s approach to

futureproofing our clients’

businesses.

AMF

ENABLERSTHE LOOP

GROWTH

ADAPTIVE SYSTEMS

ADAPTIVE PLATFORMS

PLANNING FOR AGILITY (P4A)

Workshop med 3 simple faser

1. BRAND

2. CULTURE MAPPING & TRIGGER

3. IDEAS

IDENTIFIKATION AF KULTURELLE

ØJEBLIKKE

BRAND DNA

BRAINSTORM OG KREATIVITET

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

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

- Laird Hamilton, American surfing legend

“We are all equal before a wave.”