A blend of the key consumer trends for the nearest future

1. 2012
A blend of consumer
trends, media trends, and
general expectations for the
nearest future
Picture retrieved from MediaCom image library

2. 2012 Trends
Agenda by MediaCom Lithuania, Jan 2012
1. Screen culture
2. Cash-less
3. Dealer-chic
4. Beyond ownership
5. Flawsome
6. Eco-cycology
7. DIY-health
8. Point & know
9. Idle-sourcing
10. Democratization of everything
11. Emerging maturialism
12. Other global prospects
13. Media in 2012

3. 2012 Trends
Screen culture by MediaCom Lithuania, Jan 2012
Screen culture is not so much a trend as such, but more a platform through
which many trends will manifest themselves:
• Such devices as QWERTY keyboard
and mouse are not enough for the
upcoming innovations
• Screens will be mobile / cheap/ always
on/ interactive/ intuitive
• Online internet access available
almost everywhere
Picture retrieved from http://www.15min.lt/naujiena/miestas/vilnius/vilniuje-pirmajame-europoje- • Screens will be integrated in a variety
viesojo-transporto-stotelese-irengti-lietimui-jautrus-ekranai-41-167035#axzz1ixvgqjB3
of places – museums, shops,
subways, bus stops, restaurants, etc.

4. 2012 Trends
Cash-less by MediaCom Lithuania, Jan 2012
2012 will be the year when not only the start-ups, but also major players will
release their cashless initiatives.
• Most of them are based on NFC (Near
Field Communication) technology, which
allows exchanging information between
two devices when they are close to each
other
• Now it is easy to pay for goods & services
by simply waving a smartphone near to the
reader
• Already rolled out by Google (Google
Wallet), PayPal (PayPal widget for
Android), German railroads (Touch&Travel)
• Lithuanian pioneers: MokiPay system, Picture retrieved from
http://www.eurovaistine.lt/lt/news/naujausios_zinios/mokipay_mobilieji_mokejimai_jau_priimami_euro
already available in numerous restaurants, vaistinese/
bars, gas stations, post offices, etc.

5. 2012 Trends
Dealer-chic by MediaCom Lithuania, Jan 2012
Securing the best deals is becoming
a way of life; it is accepted and even
admired by fellow consumers.
• “Perceived smartness”
• Consumers are getting used to using,
reusing, and sharing special offers
• Instant mobile or online access
provide not only deals but reviews as
well
• Lots of popular deal-sites in Lithuania

6. 2012 Trends
Beyond ownership by MediaCom Lithuania, Jan 2012
Consumers seek for more involvement,
experiences, and personalization, they
want it anywhere, anytime, want it cheap
and chic.
• Consumer value chain is extended, and
the stakeholders are not only the
company and the customer, but also
society, networks, communities, nature,
etc.
• Traditional profit approach is shifting from
“not just for profit” to “not owned by you”
(couchsurfing.com – one of the so-called
“Benefit corporations”)
• People no longer aspire to own as much
things as before – more and more goods
are borrowed, shared, swapped, or
bartered (manodrabuziai.lt)
Picture retrieved from MediaCom image library

7. 2012 Trends
Flawsome by MediaCom Lithuania, Jan 2012
Consumers will not expect brands to
be flawless – they even embrace those
that are flawsome, meaning that they
are honest and show at least some
human character.
• Domino (fast food retailer) hired out a huge
billboard in Times Square and live-streamed
all customer feedback given via Twitter
• There have not been many such examples
in Lithuania yet; Bitė‘s campaign could be a
candidate (triple compensation for a mistake
in a bill), but it still is derived from the
confidence in their business rather than from
the honesty
Picture retrieved from MediaCom image library

8. 2012 Trends
Eco-cycology by MediaCom Lithuania, Jan 2012
Brands helping consumers recycle by
taking back all old items from
customers, and then actually doing
something constructive with them.
• One of the strongest eco-trends
• Sometimes even enforced (fully or
partly) by law
• Nike’s Reuse a shoe programme – old
material reused for creating surfaces &
new products
• Any Patagonia (outdoor clothing
brand) item can be returned for full
recycling
• Probably the most prominent
Lithuanian example – EMP recycling
Picture retrieved from MediaCom image library

9. 2012 Trends
Do-it-yourself health by MediaCom Lithuania, Jan 2012
Apps and devices will let consumers
track and manage their health in an
innovational way.
• ~9000 Apps in Apple App Store
• Wristband tracking device of person’s
moving, eating, and sleeping patterns
• Interactive program for discovering
info about the back pain and exercise
solutions
• App that records heart rate, pace,
speed, and power
• Blood pressure monitoring with iPad,
iPhone, iPod Touch
Picture retrieved from http://www.connector.com/2011/06/interesting-
stats-on-medical-mobile-communications-devices-mcds/

10. 2012 Trends
Point & know by MediaCom Lithuania, Jan 2012
In 2012 instant visual information will be THE
thing
Apps, Augmented Reality, and QR codes can and
will be used for loads of occasions:
• Adding knowledge
• Communicating stories
• Comparing prices & reviews
• Ecommerce
• Fun
• Such Apps as Aurasma and Google Goggles
enable advanced visual browsing that
recognizes images, symbols and objects and
deliver various types of content in real time
• Lithuanian example: TV3 new season opening
communication through QR codes in print
media with the links to short movies about the
new projects
Picture retrieved from:
http://www.behindthespin.com/features/advantages-disadvantages-of-augmented-reality
http://www.fantasticmatter.com/blog/?attachment_id=3187

11. 2012 Trends
Idle-sourcing by MediaCom Lithuania, Jan 2012
Technology will allow consumers to
contribute for the causes and projects
easier than ever.
• This trend is a derivative of the
crowdsourcing trend, which by many people
is found to be quite complicated
• Idle-sourcing is about
products/services/projects that make it
basically effortless to contribute to
something
• Examples: real-time maps of road
conditions, traffic jams, roads in need of
repairs, fireplaces in the countryside
(lauzavietes.lt), illegally parked cars
(“Baudos kvitas” @delfi.lt, neigalieji.lt
project)
Picture retrieved from MediaCom image library

12. 2012 Trends
Democratization of by MediaCom Lithuania, Jan 2012
everything/polarization
As a group of individuals who share an
objective can influence almost anything,
the force of democratization can result
either in integration (positive outcome) or
fragmentation (complicated outcome).
• Information: Wikipedia is a rival for the
Encyclopedia Britannica
• Current events: News spread faster via social
networks than via media
• Commerce: social media is often a decision making
channel
• Healthcare: many medical sites are linking patients
with similar treatments (patienslikeme.com)
• Innovation: crowdsourcing for ideas, freelance jobs,
funding (mystarbucksidea.force.com)
• Institutions in question: social media helps people
to unite and challenge the authorities (Arab unrest,
Occupy Wall Street demonstrations)
Picture retrieved from MediaCom image library

13. 2012 Trends
Emerging maturialism by MediaCom Lithuania, Jan 2012
Consumers are becoming more
experienced, open-minded, and
appreciating products and
campaigns that are risky,
opinionated, and uncensored.
More and more campaigns tend to be:
• Frank
• Daring
• Urban
• Honest
• Provocative

14. 2012 Trends
Other global prospects by MediaCom Lithuania, Jan 2012
by Euromonitor
• More consumers embracing non-monetary
forms of status: altruism, connectivity, eco-
credentials, acquired skills
• Less will be more in 2012, and it will even be
promoted by the companies, as consumers
will continue searching for a more
meaningful life
• Unemployment (especially among the youth)
and income inequality will be one of the
most serious social problems in advanced
economies
• Grocery retailers are likely to enjoy faster
growth than non-grocery ones
• Retailers will gave to be increasingly aware
of m-commerce (mobile)
• Asia Pacific is likely to overtake Western
Europe as the biggest regional packed food
market by 2016
Picture retrieved from MediaCom image library
Source: blog.euromonitor.com

15. 2012 Trends
Media in 2012: shortly by MediaCom Lithuania, Jan 2012
“Agencies which are technologically capable should flourish in 2012,
Media agency divergence will grow between the haves and have-nots”
“TV is a creative medium and its confidence is growing, and when it is
Television executed well it leads millions of people to stop and think. No other medium
does this quite on the scale or with such regularity.”
“[…] the propositions are much clearer, the proof is there and the cost
Radio advantages are there for advertisers and agencies.”
“[…] envisage digital creativity and innovation being the key differentiators
Outdoor in the marketplace for 2012”.
“With economic doom and gloom showing no signs of abating in 2012,
consumers will be looking for bursts of cheer wherever they can find and
Online afford them.” “It will be the manifestations of “recession fatigue” that will
drive the marketing agenda in 2012.”
“[…] expect new areas such as m-commerce, rich media, video messaging
Mobile and augmented reality to become the norm as brands increasingly use
mobile’s agility in their communications plans.”
Source: http://www.mediaweek.co.uk/

16. 2012 Trends
Sources by MediaCom Lithuania, Jan 2012
Please refer to the following websites for more
detailed insights and elaborations on the trends:
• Trendwatching (www.trendwatching.com)
• Global trends (www.globaltrends.com)
• McKinsey (www.mckinsey.com/insights)
• Brand Republic
(http://www.brandrepublic.com/news/1110618/the-industry-
speaks-will-2012-mean-media/)
• Ross Dawson (http://www.slideshare.net/rossdawson/2012-12-
themes-10454227)
• Warc (http://www.warc.com/mostread2011/media-agencies.info)
• Euromonitor (http://blog.euromonitor.com/2011/12/predictions-
for-2012.html)

17. 2012 Trends
by MediaCom Lithuania, Jan 2012
Have a successful,
innovative, and exciting
year!
Prepared by Agnė Pranulytė
Research developer at MediaCom
E-mail: agne@mediacom.lt
Office: +370-5-260-8463
Fax: +370-5-260-8247
UAB Trendmark,
Islandijos g. 1/Vilniaus g. 31,
LT-01401 Vilnius, Lithuania
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www.mediacom.com
Photo by Justina Palinavičiūtė