Carregado porMiami Ad School/ESPM
Data Shaping Consumer Decisions and 5 Key Trends in User Behaviour and Technology Adoption
O documento discute 5 tendências-chave no comportamento do usuário e na adoção de tecnologia: 1) um mundo altamente interativo com taxas de adoção mais rápidas, 2) expectativas dos consumidores moldadas pelas experiências digitais, como controle, imediatez e customização, e 3) literatura relevante incluindo "Nudge", "Perfectly Irrational" e "Freakonomics".
Mais conteúdo relacionado
Semelhante a Data Shaping Consumer Decisions and 5 Key Trends in User Behaviour and Technology Adoption
Data Shaping Consumer Decisions and 5 Key Trends in User Behaviour and Technology Adoption
- 1. ESPM Data Shaping Consumer Decisionsand 5 Key Trends in User Behaviour and Technology Adoption 20/10/10 Gustavo Burnier
- 2. Globally relevant brandthemes Data http://www.vimeo.com/16619596
- 3. Globally relevant brandthemes Data • Crescimento mais que exponencial de quantidade de informação gerada pelos humanos (e maquinas) • Necessidade de capturar, gestionar e tirar insights, e apresentar a informacao de uma maneira relevante no momento apropriado. • Mudanças de como as pessoas e consumidores consumiram informação e tomarao decisões MegaTrend Vocês / Nós Impacto no processo de decisão dos consumidores
- 4. Globally relevant brandthemes Shaping Consumer Decisions Qual o nosso negócio? Obcessão pelo racional . Homo Economicus – nunca teria ressaca . Homo Sapiens – toma Engov O valor do intangivel . Eurostar . Esperando pela mala no aeroporto
- 5. Globally relevant brandthemes Shaping Consumer Decisions Arquitetura de Escolha . A estrutura do contexto aonde a escolha e feita. a forma de como as informações e opções são apresentadas, ou não. Somos todos arquitetos
- 6. Globally relevant brandthemes Shaping Consumer Decisions Arquitetura de Escolha . A estrutura do contexto aonde a escolha e feita. a forma de como as informacoes e opcoes sao apresentadas, ou nao. Somos todos arquitetos
- 7. Globally relevant brandthemes Shaping Consumer Decisions Arquitetura de Escolha . A estrutura do contexto aonde a escolha e feita. a forma de como as informações e opções são apresentadas, ou não. Somos todos arquitetos
- 8. Globally relevant brandthemes Shaping Consumer Decisions Arquitetura de Escolha . A estrutura do contexto aonde a escolha e feita. a forma de como as informações e opções são apresentadas, ou não. Somos todos arquitetos
- 9. Globally relevant brandthemes Shaping Consumer Decisions Aversao a Perda . Economia / Teoria de Decisão: Tendência que temos de preferir (fortemente) evitar uma perda que obter ganhos. . £3.000 como desconto para um carro novo ou £3.000 como extra no carro usado de entrada? . “Save tomorrow plan” . Motoristas italianos
- 10. Globally relevant brandthemes Shaping Consumer Decisions Preferência de Canal X Preferência de Marca Pizza anyone? Jovens fazendo doação?
- 11. Globally relevant brandthemes Shaping Consumer Decisions Momentos de impacto desproporcional . Operação Uro-oncologia . Check-out de hotéis
- 12. Globally relevant brandthemes Shaping Consumer Decisions Aonde está o nosso foco? . Se sou um martelo….
- 13. Globally relevant brandthemes A highly interactive world Morgan Stanley: Economy + Internet Trends. November 3, 2009 With faster adoption rates Aceleraç ão de Adoç ão Quanto tempo para vender 1MM de unidades: iPod 20 meses iPhone 74 dias iPad 28 dias …iPhone 4 600K em 24 hrs PayPal tem 84MM de contas ativas e mais de U$21B em transacoes (Q4 ’09) Linkedin tem mais de 53MM de registrados. Alibaba tem 31MM de registrados na China somente Instant messaging: . QQ 990MM usarios (so na China) . MSN = 330MM . Yahoo! = 250MM Em 6 anos, a Skype acumulou 550MM de usuarios, gerou 100B de minutos em ligações gratuitas no mundo (2009) – 37% são relacionadas a negócio Globally relevant brand themes Key Trends in User Behavior & Technology Adoption
- 14. Globally relevant brandthemes Digital has changed customer expectations They bring those expectations when they come to us Agregaç ão Informaç ão e agregada desde o network Customizaç ão Usuario controla a interface e a experiência Imediatez Tempo real, relevante e “always-now” Controle A experience provee confianca e certeza Network Sempre conectado, social, interdependente Globally relevant brand themes Today’s customer expectations Digital has created new consumer expectations of HSBC Globally relevant brand themes Globally relevant brand themes A highly interactive world With faster adoption rates Globally relevant brand themes Key Trends in User Behavior & Technology Adoption
- 15. Globally relevant brandthemes Literatura • Nudge • Perfectly Irrational • Influence, the power of persuasion • Freakonomics
- 16. Networked Business issocial People see growing value in being socially connected and social and interactions are increasingly embedded in all manner of digital experiences. Networking is crucial for business success - and is easier and more convenient online. Control Confidence and certainty Users are in complete control of interactions & transactions and of their data. Each contact generates a reassuring confirmation of any action or instruction the user has made, and any related ongoing status. The experience is so complete and so good, that visiting an branch or calling are entirely optional. Globally relevant brand themes External Driver – Customer Expectations Global user behaviour and technology adoption trends in digital Immediacy Time & context determine experience Online information is real-time - the most up to date information available. Seeing, manipulating and controlling that information - on whatever network- connected device is most suitable to the customer’s context at any given point in time - is expected. Customisation Interface flexibility as standard People decide how they will engage with whatever content they choose to get online - how it should be displayed, in what order and what priority. Interface flexibility is one of the simplest and most prevalent forms of customisation. Aggregation Diverse content can be gathered into a single interface Content of different types and from different sources can be linked up, combined and de-coupled through a single digital site, service or tool.
Notas do Editor
- #14 The Adoption of new technologies is not uniform across regions, neither are the speed of those adoption cycles - but what is uniform is the global trend for adoption to speed up with each cycle in each market. Adoption Acceleration How long it took to sell 1 million units: iPod – 20 months iPhone – 74 days iPad – 28 days Latest release: iPhone 4G – has pre-sold 600,000 units in the US in the first 24 hours iPod: Launched October 2001; reached 1MM sold units in June 2003 iPhone: Launched on June 29th 2007; reached 1MM sold units on Sept 10th 2007 iPad: launched on April 3rd 2010, sold 1MM units on May 3rd 2010 Source: apple.com
- #15 New consumer behaviours Aggregation: Diverse content can be gathered into a single interface Content of different types and from different sources can be linked up, combined and de-coupled through a single digital site, service or tool. This means that the user expects a service to give access to content beyond it’s own borders - and that consumers are likely to be seeing content from multiple digital sources in situations divorces from the content originator. Customisation: Interface flexibility as standard People decide how they will engage with whatever content they choose to get online - how it should be displayed, in what order and what priority. Interface flexibility is one of the simplest and most prevalent forms of customisation. Immediacy: Time & context determine experience Online information is real-time - the most up to date information available. Seeing, manipulating and controlling that information - on whatever network device is most suitable to the customer’s context at any given point in time - is expected. Control: Confidence and certainty Users are in complete control of interactions & transactions and of their data. Each contact generates a reassuring confirmation of any action or instruction the user has made, and any related ongoing status. The experience is so complete and so good, that visiting an branch or calling are entirely optional. Networked: Business is social People see growing value in being socially connected and social and interactions are increasingly embedded in all manner of digital experiences. Networking is crucial for business success - and is easier and more convenient online.
- #16 https://www.paypal-press.co.uk/content/default.aspx?NewsAreaID=22