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Summary of research into quantified self applications and products
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"Me Data" The Rising Opportunity for Self Optimization Apps
1.
ME DAta
The Rising Opportunity for Self Optimization Apps 1 © Copyright 2013 Beyond. All rights reserved. Private and Confdential
2.
The Rising Opportunity
for ‘Self Optimization’ Apps Beyond’s new research study, The Me Data Opportunity for Self Optimization Apps, demonstrates a growing opportunity for new Self Optimization apps and services. This has been created in response to the growing trend in the creation of social Me Data - open, freely available, personal data - and people’s radically changing attitudes to privacy and sharing when using Personal Tracker services such as Nike+, Mint, Evernote and Fitbit. Me Data Research Highlights The research report - conducted in Q4 2012 and based on a comprehensive analysis of global social media conversations surrounding Personal Tracker apps, a category that has grown by 155% from 2011 to 2012 - reveals the following: 1. 2. 3. 4. Data Privacy Public Sharing Self Improvement Innovation Data privacy is a basically a non-concern Public social sharing of data - an intrinsic This app category is overwhelmingly The main market categories among Personal Tracker app users and function of all of Personal Tracker apps associated with self-improvement. Of for Personal Tracker apps are those talking about them. Less than 2% those conversations related to app of all conversations about Personal milestones and health information, usage, 22% are concerned with productivity/organization. But their Tracker services are related to this keeping record of web and social media acquiring self-knowledge, 33% are growth points to further opportunities aspect of the apps. This suggests that content and the generation of personal concerned with better organization for innovation by brands and startups people who use services like Nike+ and lists) - is also a low concern. Only 8% of and 45% are concerned with changes looking to create new kinds of Me Evernote are happy to generate a mass all conversations about the apps are in personal behavior. This suggests that Data, via new tracker services. These related to this theme. This suggests motivation for app usage is mainly driven would aim to help people improve based on that data, such as performance that users are equally happy to share by the basic desire for change - which is their daily lives across multiple tracking, data visualisations, and data their Me Data on social media platforms particularly relevant at the turn of the new different Lifestyle Optimization storage and accessibility. in return for associated community year as people look to set new goals and categories, such as personal resolutions. (We fully expect a peak in the productivity, travel, shopping and regimes among friends, or public sharing generation of Me Data via these apps - leisure. of web content around common interest and social conversations about them - in categories. January.) 2 © Copyright 2013 Beyond. All rights reserved. Private and Confdential
3.
Research Summary Conclusions
In conclusion, this new study Taken as a new trend, this rise of Me Data points to a highlights some radical changes “...users are very willing to in people’s attitudes to data Optimization applications in new lifestyle categories. overlook traditional privacy and privacy and sharing of personal sharing boundaries in exchange If the value proposition is right - if brands and startups types of Personal Tracker apps. It can pinpoint the most compelling reasons for the appears that users are very willing creation, tracking, visualizing and cross-fertilisation brought by apps such as Nike+.” to overlook traditional privacy and of personal data - then we can expect to see a rise in sharing boundaries in exchange for the data-driven new kinds of Self Optimization apps in new categories. These include: personal productivity (helping workers to optimize the time they spend on productive work);; travel (helping people to optimize the time and cost of their The net effect of this open approach to data and sharing regular travel patterns);; shopping (helping customers to is the creation of a new and rapidly growing subset of reduce the cost of their regular purchases);; and leisure data, which is now freely accessible in the public domain. (helping people to optimize the use of their day-to-day We’ve coined this growing data set Me Data, which leisure time). one can view as a very personal and human “Me Data enables companies This development trend is already component of today’s Big to tap into some key behavioral taking shape. For example, in Data trend. December 2012, Nike announced its consumer insights, based new Nike+ ‘Accelerator’ program, in At the same time, the extrapolation of Me Data from Big Data in the social domain provides great opportunity for The creation of Me Data upon concrete desires for self product and brand planners. Me Data enables companies (open, freely available, TechStars, which aims to identify, improvement.” to tap into some key behavioral consumer insights, based personal) appears to be help and fund third party developers upon concrete desires for self improvement. An analysis of happily driven by a very that are interested in leveraging Nike+ consumer sharing habits and conversational trends around concrete impulse: the desire to improve oneself (in return technology and data to create new applications and these new application areas should bring new depths of for the free exchange of one’s personal data). service models based upon Nike+ API and SDK. (For insight for future product and service development. further information, see here.) 3 © Copyright 2013 Beyond. All rights reserved. Private and Confdential
4.
Guidance For Personal
Tracker App Developers The study highlights the following key focus areas for developers of Personal Tracker apps: App Features App Functionality 56% of all conversations are concerned with 18% of conversations are concerned with the quality of the apps’ ability to analyze and store personal the apps’ user interfaces and general user experiences. A 56% data effectively. Features such as rich, time-based 18% good UI is a clear point of differentiation among apps. performance visualizations and personal graphing are compelling. 18% of conversations are concerned with the ease of 8% of conversations are concerned with an app’s 18% data entry. Users need data recording to be quick, easy and intuitive. 8% across multiple devices - from laptops to tablets to smartphones. 14% of conversations are concerned with accuracy of 14% data measurement. This is in conjunction with application run tracking. Obviously, better quality data means a better user experience and better app value. Me Data 4 © Copyright 2013 Beyond. All rights reserved. Private and Confdential
5.
Research Background
ABout Beyond Creative digital agency Beyond is part of the Next 15 group of companies. Since its formation in August 2010, research in four phases. First, it conducted exploratory research Beyond has grown rapidly off the back of its deep social data analytics and digital creative capabilities to to identify what kinds of Personal Tracker conversations existed online. The six Personal Tracker apps in the marketplace that were most frequently mentioned were Nike+, MyFitnessPal, Mint. com, Fitbit, Cozi and Evernote. Beyond’s Insight and Analytics team are experts at mining social data using a combination of technology and Second, Beyond developed comprehensive semantic strings human analysts to work with brands such as Visa, Virgin, 3, Sprint, Cisco to develop both product and customer that targeted the kinds of highly-relevant content uncovered insights, content and digital strategies, as well as measure the impact of campaigns online. More about our in exploratory research, and ran them against its social media approach can be found here. databases. Third, Beyond took the content uncovered by its searches and executed an in-depth analysis and categorization of it using human analysts. Lastly, Beyond used the resulting Further Information Visit: Contact Follow insights into usage of Personal Tracker products. bynd.com For further information about this release, Twitter: @beyond please contact: marketing@bynd.com Facebook: facebook.com/beyondconsultancy 5 © Copyright 2013 Beyond. All rights reserved. Private and Confdential
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