Havas Media's trend profile on Life Tracking and the Quantified Self. Through today’s technologies, life tracking allows people to measure and monitor the activities in their daily lives, from eating and sleeping to exercising and shopping. View the video: http://youtu.be/pEpNTFU0C0o Life tracking systems include wearable computing – sensors, trackers and cameras embedded in shoes, wristbands, hats, clothing, etc. – and connected smart devices – mobile phones, monitors, home appliances and entertainment systems. Using these systems, one can measure, monitor and visualize performance; optimize daily activities to be healthier and more productive; make more informed purchase decisions; and manage social reputation. For marketers, there are many areas of opportunity to become a useful part of people’s lives through life tracking.

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2. Life Tracking: What is it?
Quantified Self
• Tracking activities in your life, surrounding
environments, and social networks to:
• Measure, monitor and visualize your
performance and progress
• Optimize daily activities and behaviors
(exercising, eating, sleeping, etc) to
better enjoy life, be healthier and more
productive
• Make more informed purchase decisions
• Manage and develop your social
reputation
• Life tracking systems include:
• Wearable computing – sensors, trackers
and cameras embedded into clothing,
shoes, hats, wristbands, etc
• Connected smart devices and mobile
applications– mobile phones, monitors,
home appliances, entertainment system

3. Measure your everyday movements
and monitor your calories burned
with an electronic bracelet and
connected smartphone.
Earn fuel points for reaching your goals,
compare your athletic achievements with
others like you, and share your success on
Facebook or other social networks
(Nike Fuelband)
Life Tracking: Mastering your sport
Improve your golf game on over
20,000 courses worldwide-right
from your wrist or belt.
A virtual caddy keeps track of your
scorecards, clubs and key statistics,
so you can view and share them with
friends, and study rounds from the pros
(Motorola, MOTOACTV)

4. At night, measure and improve your
sleep cycles. Wake up in the morning by
a vibrating bracelet alarm.
During the day, log-on to a web
dashboard to track
your steps, calories burned,
and calories eaten.
(Fit Bit)
Life Tracking: Living healthier
Monitor and control blood pressure by
wrapping a device around your arm
and plugging a chord into your phone
to get your numbers.
Get tips on improvements and share
results with your doctor
(Withings)

5. Track moods and behaviors of kids or
adults with autism. View daily patterns
with a visual calendar and
multi-item graphs.
Share individual events or entire screens
with your family members or doctor by
using email or Twitter
(Autism Tracker)
Life Tracking: Managing conditions
Manage your diabetes from your phone;
log in glucose numbers,
carbohydrate consumption, insulin
dosages, and health activities.
Share data with caregivers
and your doctor to get feedback.
(Glucose Buddy, SkyHealth)

6. Keep track of everything you eat and
drink and get rewards.
Turn healthy living into a fun game.
(Foodzy)
Life Tracking: Eating better
Be more conscious of your eating
habits by eating slower. If you east
too fast your fork vibrates to alert you
to slow down.
(HAPIfork)

7. Keep track of the foods in your fridge -
such as expiration dates so you can
reorder fresh items. On your fridge door,
also access customized recipes and
offers based upon what food you buy.
Monitor temperatures to keep your food
as fresh as possible for as
long as possible.
(LG Smart Refrigerator)
Life Tracking: Controlling your home
Unlock or lock your door from your
mobile device.
Share or restrict access to your home
by other people, send notifications
alerting when another user opens the
door, such as your child returning
home from school.
(ADT Pulse)

8. Track energy usage, fuel savings and
your environmental contribution over
time on your smartphone.
Store and share data with other eco-
friendly users online.
(Greencharge)
Life Tracking: Optimizing costs
Manage your money in real time:
automatically organize your spending
into categories—like rent, gas, clothes,
coffee —and visually see where
your money goes in
easy-to-understand charts.
(Mint)

9. Track all of your social activity and
accumulate points for your social
influence score
Based upon your Klout score, get
access to special perks, products or
experiences
(Klout profile)
Life Tracking: Managing social reputation
Record and share your life story
through Facebook timeline:
daily actions, geo-tagged photos,
likes, friendships, events
(Facebook Timeline)

10. Life Tracking: Opportunity
• Sponsor brand challenges through events and programs that encourage
people to take control of their own lives through ongoing tracking.
• Data should be interactive, interesting and easy to understand (graphs,
visuals) and share (forward, post, comment, embed, synchronize)
• Let people compare their individual performance against the collective
through measurements such as points earned, calories burned, miles run,
money saved
• Incentivize sharing of activities amongst friends and like-minded peers by
rewarding most active participants through gamification strategies.
• Provide real-time feedback and recommendations on how people can
further make improvements in their daily trackable activities.
• Connect with people around the emotional value of personal achievements
• Life tracking categories to consider: living healthier, managing conditions,
exercise training and competitive sports, home improvement, cost savings,
educational training, and more sustainable or efficient living.

11. Life Tracking: Key Stats
• The total number of wearable devices with fitness and wellness
applications will grow from 16.2 million in 2011 to 93 million in 2017;
revenue from sports and wellness mobile apps will rise from $123 million in
2010 to $341 million in 2016 (ABI Research 2012)
• 7 in 10 American adults are health self-trackers of some kind and 1 in 5
smartphone owners has a health application (Pew 2013)
• 60% adults track weight, diet, or exercise: 34% track the data on paper, like in a
notebook or journal, 21% use some form of technology to track their data
• 34% of trackers think the practice affected a health decision, 40% say it led them
to ask their doctor a new question or seek a second opinion, and 46% said it
changed their overall approach to health. (Pew 2013)
• By 2015, more than 50% of organizations will gamify their innovation
processes. Gamification builds a narrative that engages players to
participate and achieve the goals / tasks of the activity.(Gartner 2011)

12. Western Europe & North America Leading in
Smart Wearable Devices
Source: Juniper Research

13. Overview: Global Media Trends Video Series
For 2012-2013, Havas Digital is developing a global video series that will feature
interviews with innovative leading companies and key industry specialists
across nine media trend areas.
Havas has undertaken this comprehensive market review in order to identify
the most crucial areas of opportunity for our current and future clients.
For marketers who are seeking to be more effective in reaching their
audiences, more engaging when connecting with them, and more efficient in
transacting with them, we believe there are multiple opportunities that are
now available within this dynamic new landscape.
Trend categories: progressive screens, social shopping, location-based
marketing, crowdsourcing/co-creation/curation, augmented learning, big data
& analytics, smarter search, life tracking, and cashless commerce.

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15. THANK YOU
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• Rori.DuBoff@havasdigital.com
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