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www.globalwebindex.net THE TRENDS TO KNOW FOR2018 Trends 18 | [email protected] | @globalwebindex 1 TRENDS 18 TRENDS 18

Table of Contents of theUSA. of That’s theentire population theequivalent of people chosetogetonline forthefirsttime. 2016alone,the courseof astaggering350m not politicians–anditwillneverstop. Over thepeople,digital worldisinthehandsof However, globalization theprocess inthe of markets, topush theirclosed-market agenda. the ultimate expression free andconnected of political movementshaveusedsocialmedia, thesepoliticiansand yet (ironically) mostof a growing movementawayfrom globalization borders. These developments supposedlyreflect the left andrightpushedforclosedmarkets and forward, andemergent extremist politiciansfrom walk awayfrom NAFTA, theUK’s Brexit moved retreat asPresident Trump demandedtheUSA thefree market2017 sawtheideologyof in Need Audience Insight Why BigMarkets GLOBALWEBINDEXTHE VIEW CEO Tom Smith - anditwillneverstop by people, not politicians digital worldisdriven Globalization inthe THE GROWTHOFINTERNET ACCESS WORLDWIDE ICT Indicators database Telecommunication / SOURCE: ITUWorld 3 TRENDS 18 acquiring customers radically lowered thecostof ideas andinformation has The people, globalmarket of worldwide and staff inLondonworldwide andstaff andNew York. to thisnewworld, withusersin170countries world. GlobalWebIndex atestament isitself 500, canreach anyconsumeranywhere inthe scale, from theone-manEtsyshopto Fortune advertising waslocal. Now, any any businessof markets intheoldmediaworldwhere most radically changed, often 10xor20xthesizeof addressable audienceforanybusinesshasbeen an incredible opportunity. the The scaleof that businessesandmarketers todayhave The thisvastandgrowing result market of is anything, from anywhere intheworld. and helpedgiveusthepotentialtoaccess supercharged access thespeedandscaleof platforms like Facebook, Netflix and Twitter have services andmedia. Mobilephonesandglobal opinion,of ideas, communication, products, providing immediate accesstoanopenmarket Getting onlinenowisarevelatory experience, remember wonderingwhat thefusswasabout. entirely falsepromise. text-based andfullof I to today’s internetexperience itwasslow, I firstgotonlinein1998, andcompared globalized market key tosucceedinginthis Knowing youraudienceis and completeda$1bnexit, HelloFresh scaled from $0to$200minrevenue inonly4years sell direct toconsumer. DollarShaveClubwent technology toexpand theirmarket sizeand audience through socialplatforms andemploy happening tocompaniesthat engagetheir physicalgoods,the worldof acceleration is highly-valued companiesinhistory. Even in Facebook themost –can becomesomeof this massivemarket –like Apple, Googleand than ever, andthosewhoare bestat serving The result isthat companiescangrow faster customers andgrow sales. digital channelstoengagetheiraudience, find almost zero. marketers are Nowmillionsof using entryformarketing aretoday thebarriersof agencies– a bigbudgetandcollectionof audience. Intheoldmediaworld, youneeded engaged inmarketing toconnectwiththeir advertising means that anybusinesscanbe media, contentplatforms andself-service acquiringcustomers.of The spreadsocial of information hasradically lowered thecost This people, globalmarket of ideas and of scalewillonlyincrease.of help drivebusinessestoever increasing levels people andtheopportunities formarketers to will swellwithyetmore millionsof hundreds of 2018, internetusers the globalmarketplace of Whatever happensthanks toourpoliticiansin landscape inwhichwealloperate. seconds –vitalinthereal-time communications user canself-serveglobalaudienceinsightsin our data through ourownplatform means any niche, anywhere intheworld. And distributing can identifyexactly theright audience, however a verylargedata means marketers taxonomy of product around. Massivescalecombinedwith trends underlinestheprincipleswebuiltour communication willfail. The these acceleration of large, marketing builtwithouthighlysegmented now paramount forsuccess. When markets are so them –whilealwaysakey marketing part –are of important audienceanddefining how toengage marketing identifyingthemost processes of market is knowingyouraudience. The core The succeedinginthisglobalized key aspectof without adollarspentonadvertising. Tesla booked c.500kpre-orders foritsmodel3 salesinlessthan4years and to c.€600mof 4 TRENDS 18 Photo by Jean Gerber Gen ZandMillennials difference between percentage-point Figures represent the GUIDE TO READING CHARTS should haveontheirradar during2018. six uniqueGenZtraits that allmarketers which unitethetwogroups, here weoutline commonbehaviorsandattitudesare plentyof The simpleanswerhere isyes. Although there their Millennialcounterparts? defining characteristics distinctfrom thoseof audiences tobe?DoGenZers really have how different shouldweexpect thesetwo age,from theyoungestMillennialsintermsof but withlittle separating GenZers (16-20) that haslongbeenbestowedonMillennials, Gen Zare nowattracting attention thetypeof GET TO KNOW GEN Z 01 Millennials Gen Z | JASONMANDER 5 TRENDS 18 other mediabehaviors. They spend Zers hasaprofound impactontheir Gen The mobile-firstmindsetof than onallotherdevicescombined. longer ontheirphoneseach day Tipping Point –meaning theyspend for havingcrossed theMobile mobile-centric Millennialgeneration Gen Zstandapart from theequally AVERAGE DAILY TIME SPENT ON THE FOLLOWING 01. Generation Mobile bite-sized content. – whichleads toademandforshort all thingssocialand video that’s theirloveof partly because of behind foronline TV/streaming, but TV. Interestingly, theyare alsoalittle minutes lessperdaytobroadcast activity) andalsodevotearound 20 streaming (averymobile-friendly longer thanMillennialsonmusic Global (exc. China) TOP SOCIAL MEDIA PLATFORMS 02. Gen Zcontingentbut Zers are YouTube maystill attract the biggest particular platforms. Facebook and also drivestheirengagement with The mobile-centricnature GenZ of socialengagement. type of promoting ananytime, anywhere mobile isaclear contributortothis, Millennials). Their attachment to nearly 3hours(vs2hrs39minsfor their oldercounterparts, averaging longer each daytosocialmediathan month. However, GenZdevote 6.5each Millennials –anaverage of socialplatforms/apps as of Gen Zvisitaboutthesamenumber Social, Social, Social likely tobeSnapchatting Facebooking andmore Gen Zare lesslikely tobe content, ishighly relevant too. fondness forphotosandbite-sized apps, aswellthisaudience’s app. The these“younger” appeal of Millennials forusingEvan Spiegel’s where GenZhavea20-pointlead over apparent inakey market like theUS, This trend becomesparticularly Instagramming andSnapchatting. or Tweeting, andmore likely tobe to beFacebooking, Pinteresting slightly lesslikely thanMillennials Spotlight onUSA 6 TRENDS 18 generations score equalfigures In fact, whilethetwo much more sothanMillennials. media tofilluptheirspare time– key reason isthat theyusesocial it thananyothergeneration. One love social, andspendlongeron We’ve seenalready that GenZ TOP 5REASONSFORUSINGSOCIAL MEDIA 03. Time Rich space. for thistohappeninthesocial entertained, andthey’re looking content. GenZers want to be killing time, butforfinding they standapart notjustfor tracked byGlobalWebIndex, media usagemotivations thesocial for themajorityof 04. SocialResearch “newer” channels suchasvlogs. “newer” sites, while over-indexing for comparison andconsumerreview “traditional” channelslike price Z consistentlyunder-indexes for search engines. What’s more, Gen media toresearch products than more peoplesaytheyusesocial are theonlygeneration where again forbrand research. GenZ Social comestotheforefront once TOP 5BRANDRESEARCHCHANNELS search engines research products than to usesocialmedia Gen Zare more likely 7 TRENDS 18 more pronounced: inthe UK, markets, thistrend becomeseven Apple’sIn someof strongest to Millennials. it’s biggerappeal toGenZthan of the iPhoneisnotjusttopchoice, generation’s status isclear: loveof next mobilehandset, andthis be theirtopchoicefor Ask GenZwhichbrand(s) would TOP MOBILEBRANDSBY CONSIDERATION 05. Status Matters look andfeelthepart. This isageneration that wantsto 1 in7internetusersmore generally. compared to1in5Millennialsand to make themfeelcoolortrendy, too: 1in4GenZers wantbrands This runsthrough theirattitudes handset, vs1in2Millennials. the iPhoneastheirmostcoveted for example, 2in3GenZers cite 06. survey forpersonalownership, they tracked intheGlobalWebIndex across the11connecteddevices for actuallyowningone. Infact, handset, theylagbehindMillennials for wantinganiPhoneastheirnext So, while theyover-index notably aspirations isakey challenge. this generation torealize their spending powertoobtainit. Helping but inmanycasestheylackthe Gen Zmightknowwhat theywant, TOP 5DEVICESOWNED Enthusiasm Trumps Ownership free coupons. deliveryandmoney-off more likely tovaluethings suchas to haveboughtpremium brands, and Millennials tofeelaffluent, lesslikely Similarly, theyare lesslikely than the next 18months. to upgrade orbuyanewhandsetin are notablylesslikely tosaytheyplan their much-lovedmobiles, GenZers the onlyexception). Butevenfor them(thesmartphone being 10 of are lesslikely thanMillennialstohave 8 TRENDS 18 Users aged16-64 in each year) BASE197,734(2015), 211,023 (2016)&178,421(2017)Internet SOURCE GlobalWebIndex 2015 -2017(averages across allwavesconducted a typicalday?/// What are yourmainreasons forusingsocialmedia? many hoursdoyouspendengaging with/connected tosocialmediaduring use toaccesstheinternet, whetherat homeorelsewhere? ///Roughly how QUESTION thesewould yousayisthemostimportant deviceyou Which of to buy research /findproducts use socialmediato internetuserswho % of social mediainhh:mm Time spentperdayon OVER TIME ENGAGEMENT SOCIAL MEDIA for accessingtheinternet is theirmostimportant say thefollowingdevice internetuserswho % of OVER TIME DEVICE IMPORTANCE SOCIAL COMMERCE: TAKE 2 02 | CHASEBUCKLE Explore thedata Explore thedata to beonmobile the samespace, itneeds activities totake placein For commerce andsocial these devices–isnowamobile-first activity. activity duetotheperceived securitybenefitsof more, onlinebuying-onceaPC/laptop-centric getting online;globally, 58%nowsaythis. What’s classing mobilesastheirmostimportant devicesfor compounded byastrikinggrowth inconsumers declining PC/laptopownershipare being Rising smartphone ownershiptogetherwith and evolvingsocialengagementpatterns. re-enter thestage:changingconsumermindsets could laythegroundwork forsocialcommerce to 2017 draws toaclose, twoconverging trends automatically equate toin-platform sales. Butas lesson that introducing ‘buy’buttons doesnot Many majorsocialplatforms havelearned the rooted intraditional onlineretailers. the West, where onlineshoppingisstillfirmly traction inpartsAsia butisyettotake of holdin enter 2018, however, it’s atrend that hasgained will transform thewayweshoponline. As we It hasoften beenassumedthat socialcommerce 9 TRENDS 18 conventionally lie outside of thesocialarena. conventionally lieoutsideof and more orientedaround fulfillingactivitieswhich centered around sharingcontentaboutdailylives, towards networkingbehaviorsbecomingless time spentonsocialmediaperdaybothpoint its role asaproduct research channelandrising when itcomestocommerce. Social strengthening media formore purposefulreasons, especially networkers are alotmore likely tobeusingsocial manyonlineactivities tosocialhasmeant of to engagewithspecificgroups. Andthemigration between platforms forparticular activitiesinorder has resulted inmanyuserspickingandchoosing socialmediaaccounts Maintaining aportfolio of networking andpassivenetworking. has brought withittwocriticaltrends: multi- themobileasmaingateway intosocial of long beenamobile-firstactivity. Buttherise course,Of socialmediaengagement has China asacommerce platform). Weixin/WeChat lookat thesuccess of (just in transactional andsocialactivities combination of with mobilesabletofacilitate aseamless This canonlybegoodnewsforsocialcommerce, be employed in mature markets needto socialcommercethe idea of Localized solutionsinselling overstep theirmark. mature markets needtobeemployedwhichdon’t socialcommercesolutions insellingtheidea in of while Chinaisobviouslyanexemplar, localized for billsorpayitemsin-store oronline. And have ledthewayinconvenience, letting users pay products theywant. Chinesesocial platforms with innovative, on-handtoolstofindthe around thesmartphone providing consumers shopping experience, onewhichiscentered commerce couldallowforaseamless online thisisconvenience–social At theheart of following brands onsocialmedia). research andbrand interactions (37%are currently overlapthemost, suchasproduct areas where socialandcommerce activities shop. The only waytodothisisnurture those viable, secure andaboveallconvenientwayto need topersuadeconsumersthat theyare a For ‘buy’buttons tocatch on, socialplatforms another chance. serious impactthistimearound, it’s unlikely toget experience. socialcommerce doesn’tmake If a marketing attempt that compromises theironline any consumerbacklashinthefaceof example of ad-blockingduetoad-weariness isaclear of a lessonfrom onlineadvertising. Strong uptake point isparamount –socialcommerce mustlearn use socialinamuchmore organic way. And this channel strategy willprompt onlineshoppersto ensuring that socialchannelsare anomni- part of Building outthisunderlyingframework and real valuetotheshoppingexperience. platforms usingtheirexisting strengthsof toadd to theseareView’ great tags.Bothof examples visual brand discoveryandpurchase inits‘Tap Instagram hastriedtobridgethegapbetween its visualsearch technologyproduct Lens, and Pinterest hasinvestedsignificant resources in 10 TRENDS 18 Photo byBrent Cox rights holders for sports broadcasters and the greatest opportunity, challenge, aswellprovide Social couldposethegreatest viewing through on-demandchannels. on-the-go viasocialmedia andaugmentingtheir engage withsports content–catching highlights turning totheirlaptops, mobiles andtabletsto motion forsports too;more andmore peopleare and wherever theyplease. A similartransition isin accustomed toconsuming TV contentwhenever like Netflix, digitalconsumershave longbecome week, andasimilarnumberwatching services internetuserswatching of TVOD eachWith half respond? disruption beandhowshouldtheindustry phenomenon. Howseriouscouldthisdigital are nolongerimmunetothe‘cord-cutting’ broadcast audiences,it’s clear that evensports now reporting somedeclinesfortheirsports status. ESPN, Butwiththelikes of BT andSky managed toretain theirappointmentviewing In asplinteringmedialandscape, livesports have REVOLUTION SPORTS’ ONLINE 03 | KATIE YOUNG 11 TRENDS 18 events follow/watch sports they usesocialmediato internetuserswhosay % of FOLLOW/WATCH SPORTS USING SOCIAL MEDIA TO FEMALE MALE TOTAL 13% 23% 19% BASE 72,529 Internet Users aged 16-64 SOURCE GlobalWebIndex Q22017 reasons forusingsocialmedia? QUESTION What are yourmain Explore thedata around sports commentary that happens already owntheadditional Twitter andFacebook live onFacebook. million videoviewsonsocialafter broadcasting while Real Madridgenerated more than110 premium contentacross more than 450events, livestreaminghad delivered over800hoursof 2017, for instance, Twitter announcedthat it and tournamentsstreamed across social. InQ1 since then, matches we’veseenawealth of during the2016season. That wasjustthestart; would stream National Football League games holders. In April lastyear, Twitter announcedit opportunity, forsports broadcasters andrights challenge, aswellprovide thegreatest Arguably, it’s socialthat couldposethegreatest behavior. each month, withmobilesafirmgo-toforthis users are nowwatching sports coverage online Our latest research internet of showsthat half 12 TRENDS 18 ON TV WATCHED BY INTERNET USERS AVERAGE NUMBEROFSPORTS 3.6 2.5 5.6 5.3 4.6 4.6 3.8 4.8 5.1 4.2 4.6 Middle East& Africa North America Latin America Europe TOTAL 35-44 16-24 APAC 55-64 45-54 25-34 ONLINE 0.8 1.1 1.7 1.1 0.9 1.4 2.2 2.9 3.2 2.7 2.3 way, not thetraditional way to fansinthemostconvenient clubs needtodelivercontent Rights holdersandsports means online. Somehavealready taken adirect way possible–which, more often thannot, deliver contenttofansinthe mostconvenient paying towatch liveontheir TV setsandinstead holders needtobecomelessreliant onmillions online revolution isnotonetobeignored; rights many sports on TV astheydoonline. Butthe digital consumerscontinuetowatch twiceas for watching gamesliveonabig screen and sports justyet. There’s stillaclear preference That’s nottosaywe’re televised writingoff mobile connectionscontinuallyimprove. – especiallyasvideotakes oversocialand as watching more sports contentontheseplatforms it’s easy toseehowuserscouldappeal in own thefancommentaryaround sports, and a sports event. Twitter andFacebook already on Twitter saytheyhaverecently tweetedabout follow sports eventsviasocial, those while14%of Globally, internetusersnow almostafifth of digital andsocial, andthiswillonlycontinue. Sports fandomhasalready progressed towards BASE 72,529InternetUsersaged16-64 SOURCE GlobalWebIndex Q22017 in person? watch on TV, watch onlineorwatch live sports/activities doyouplay, follow, thefollowing QUESTION Whichof rather thanleading them. or theywillsoonfindthemselveschasingthefans establishing waystofullyengagethisaudience, industry’s owninterests totake theinitiative in devicesandplatforms.multitude of It’s inthe to recognize that theiraudiencenowspansa changing. Sports brands andbroadcasters need broadcasters, there are signsthat thingsare complement rather thanreplace traditional While socialmedia’s current role isto content. revenues andaudiencedata from OTT sports channel, citingtheincreased direct importance of has announceditwillshift focustoitsMUTV reaching more people,andManchesterUnited that means rights intocheaper digital slicesif has decidedtowillinglycutupitsbroadcast response tothis. The Caribbean Premier League Explore thedata 13 TRENDS 18 times overintheyears tocome. restored andinvestmentwillbereturned many and measurement ecosystem, trustcanbe an industrytofixthedigital advertising delivery drastic actionisrequired, wecancollaborate as if are eyeballsthere willbeadvertiser interest. While present isalsothefuture reality, andwhere there consumption data showsthat thecross-platform oblivious tothefallout. GlobalWebIndex’s media ability toself-regulate, consumersare largely Yet despitegrowing theindustry’s skepticism of media wastage. by $140moverconcernswithbrand safetyand culminated inP&Gslashingdigitaladspends repeatedly reducing earnings forecasts and a bleak economicoutlook, ledtoagencygroups trading transparency,and alackof coupledwith viewability issues, adfraud, poor targeting data advertising industry. Non-humantraffic, 2017 wasachallengingyear forthedigital the DigitalPromise How toDeliveron GLOBALWEBINDEXTHE VIEW Chief Operating OfficerChief Ali Little minimum gainswe’dexpect foraccuracy. targeting the capabilitiesbutfallwellshort of again, there are vendorsthat promise hyper- audience. The analytics showthat time and impressions that reach theintended target real ad peopletoquantifythenumberof solution uses20,000data pointsand18m+ GWIQ™ Audience Our Targeting Validation all-time low. advertising technology isatthe application an of promises foraddressable media, confidencein problem; despitethedigitallandscape’s value foradvertisers. This the istheheart of behavioral data whichhasfailedtocreateof have bothanecdotalandempiricalevidence and transparency. you reading Mostof thiswill – mostcruciallyintherealm targeting data of more needstobedoneboostconfidence helped grade traffic andinventoryquality, Although fraud andviewabilitymeasures have in future returned manytimesover investment willbe measurement ecosystem, advertising deliveryand restore trustinthedigital theindustrycan If 14 TRENDS 18 % of internetuserswatching % of TV inanyformvia… TV CONSUMPTION hh:mm perdayspentonlinevia… DAILY ONLINE ACCESS BY INTERNET USERS The Cross-Platform Landscape story onlineinthefollowingplaceslast30days internetuserswhohaveviewedanewsarticle /video % of EXPOSURE TO NEWSCONTENT* Somewhere elseontheinternet News apps(e.g. Flipboard / Apple News) News publisher'swebsiteorapp Social media WallStreet Journal, WashingtonPost Post,New York The Times, TIME,Vice, omist, The Guardian, The Huffington graphic, Quartz, Reuters, The Econ- Times, MailOnline, National Geo- Times, Forbes, International Business ESPN, Euronews, Eurosport, Financial Buzzfeed, CNBC, CNN, Discovery, News, Bloomberg, BusinessInsider, online newsservices. These are: BBC *This research covers25named 22% 15% 37% 44% Internet Usersaged16-64 2012-2017 /Q22017BASE SOURCE GlobalWebIndex

15 TRENDS 18 so with 35% of themediainvestment. so with35%of teachers, butthedeterministic data did reached roughly thesamenumber of the mark. Crucially, bothcampaigns deterministic (known-truth) data hit impressions targeted17.9% of using the time.audience 6.8%of Bycontrast, data usedfortargeting hittheright In thiscase, theprobabilistic (modeled) TEACHERS IN THE USA CAMPAIGN TARGETING targeting data.primary typesof between thegainsonoffer from two in theUSA, showsthegreat disparity campaign aimedat reaching teachers One real-world example, from a media activation data. ahead withevaluating thequalityof ouragencyclientsare forging Many of OF TARGETINGDATA THE VARYINGQUALITY CASE STUDY: Deterministic data Probabilistic data 17.9% 6.8% Impressions On-Target 362,111 347,538 Uniques On-Target campaign. the decision rather thana quirkof targeting shouldbeastrategic but, asmuchpossible, broader that allmediawastageisbad data. thisistosay origins of Noneof pay more attention tothequalityand usneedto encapsulates whyallof guessing. This, Iwouldargue, neatly data fared onlyslightlybetter than online population, theprobabilistic thetotal audience comprises5.6%of Most importantly, giventhat thetarget the totalreach available. trade-off betweenthat accuracy and than probabilistic, there isanecessary truth data isclearly more efficient request anddelivery. While known- technology involvedbetweenad the to mentionthecomplexity of and cross-device behaviors, not data facesfrom shared deviceusage the challengesevenknown-truth broad segmentisanindication of data setfailedtoreach areasonably targeted usingthedeterministic However, that 8in10impressions audience engagement reportingand specificityof on ensuring more robust measurement GlobalWebIndex isdevotedto opportunity foradvertisers. media landscape, whichholdssomuchpromise and measuring thevastandevermore complex digital months aswecontinueto drive newcapabilitiesin Expect majorannouncements from usinthecoming the connectedconsumer.and behaviorsof largest known-truthdata settodescribetheattributes creatingGWI Labs–todeliveronourgoalof theworld’s incorporated anewcompanyunderourholdinggroup – reportingof onaudienceengagement. We havealso our resources torobust measurement andthespecificity 3rd-partyquality of industrydata hasledustodevote At GlobalWebIndex, the ourextensive evaluation of term sustainability. we needtore-set expectations andbuildforlonger- advertising isbuilt(more targetable, more measurable), world, andsincethat’s theproposition onwhichdigital we aren’t trulyabletomeasure attention inadigital techniques haveledtoanever-increasing viewthat world inwhichwefindourselves. Legacy measurement robust measurement that caters forthecross-platform on, it’s clear that asanindustrywestillaren’t providing Whatever digitaladvertising youpintheproblems of Address Outdated Methodologies Building Longer-Term Solutions That 16 TRENDS 18 that canbeimpactful about mobile-onlystrategies In Africa, wecantrulytalk lessons tolearn. markets inthecomingyears andthere are key is areality that weshouldexpect toseeinmany mobile-only strategies that canbeimpactful. This be considered. In Africa, wecantrulytalkabout first strategy iscertainly key, alldevicesneedto multi-device usagemeans that although amobile- and marketers. Inallotherregions, widespread So, Africa presents aspecialtestcaseforbrands across GlobalWebIndex’s 40markets globally. device). Compare internetusers that toonly9%of (not accessingorowninganyotherconnected digitalconsumersarearound mobile-only 40%of In countrieslike Kenya, Morocco andNigeria, impact othermarkets. mobileprimacycould into howthecomingera of trends emerging inthisregion offer usaglimpse theworld,those seeninotherparts of andthe behaviors in Africa are distinctlydifferent from itsdigitalconsumers;manyonline the habitsof internet behaviorsin Africa. This isborneoutin have playedacentral role inthedevelopmentof More thaninanyotherworldregion, mobiles DIGITAL LESSONS FROM AFRICA 04 | FELIMMCGRATH smartphone anddon’tgoonlineonanyotherdevice internetusersaged16-64whoonlyowna % of MOBILE-ONLY CONSUMERS* Africa) InternetUsersaged16-64 2017 BASE178,421(inc. 11,669in SOURCE GlobalWebIndex Q1-Q2 devices doyouown? thefollowing internet? / Which of thesehaveyouusedtoaccessthe of QUESTION Inthepastmonth, which active/engaged way longer andinamore use fewerplatforms, for Africa’s socialmediausers engaged way. fewer platforms, forlongerandinamore active/ other internetusersaround theworld –using attitude totheirsocialmediaportfolio thanmany consumers inthisregion often displayadifferent Equally important tonoteisthat digital realm onlinecommerce. of sufficient accesstofinancialservices, intothe internetusers,swaths of includingthosewithout demonstrating howtheseservicescanbringvast theaffluent,as thepreserve of but Africais markets, mobilepaymentsare often viewed have abankaccountordebit/credit card. Inmany mobile paymentssolutions, theydon’t evenif users (includingfeature phoneusers)toutilize services. Mobilemoneyisalsoallowingallmobile who are payingforproducts/services viasuch in manymature markets, inKenya it’s over40% thisfunctionalityhasbeensluggish uptake of mobile moneyandpaymentssolutions. While some African markets becomeworldleaders for Firstly, mobileshashelped thedominance of 17 TRENDS 18 TOP 5SOCIAL PLATFORMS USED Global Average 02:15 DAILY TIME SPENT ONSOCIAL Global Average Africa Average Global Global Average 7.6 AVERAGE NUMBEROFSOCIAL ACCOUNTS Users aged16-64 178,421 (inc. 11,669in Africa) Internet GlobalWebIndex Q1-Q22017BASE Laptop, Mobileor Tablet? SOURCE used inthepastmonthviayourPC/ sites /applications haveyouvisitedor thefollowing typical day? Which of connected tosocialmediaduringa hours doyouspendengagingwith/ QUESTION Roughly howmany

mobile world. should bealessontoallinhownavigate the internetusersin Africa unique behaviorsof studied andobsessedover, theinnovative and digital consumerselsewhere havebeenmuch in importance withinthedigitalworld. While for thefirsttimeand region continuestorise Each year, Africans are millionsof comingonline media industry. leaving little room fornewentrants intothesocial socialapps,consumers establishasetportfolio of provide future apicture socialmediahabits, of as trend peak inrecent quarters. Africa could Worldwide, wehaveseenthemulti-networking these markets thanweusuallyseeelsewhere. YouTube and Twitter postmuchlower figures in social.names intheworldof So, weseethat this instance)whileoften neglecting otherbig some core apps(Facebook and WhatsApp in are focusingtheirsocialmediaactivitieson this figure isonlyabout6. These consumers on average, butinsomewhere like Morocco users maintainabout8socialmediaaccounts multi-networking behaviors;globally, internet particular importanceOf istheseconsumers’ 18 TRENDS 18 DO SMART CONSUMERS WANT SMART HOMES? 05 66% theabove None of ENGAGEMENT WITH SMART DEVICESIN THE UK | JASONMANDER Interested inusingfuture Have inhouseholdnow - 37% (e.g. Amazon Echo, GoogleHome) assistants/speakers E. Voice-controlledsmart and Jawbone) Beddit; fitnessbandssuchas Fitbit (e.g. sleepqualitymonitorssuchas D. Smart health devices (e.g. Sonos, BoseSoundTouch) C. WiFi musicspeakers smart doorlocks) (e.g. remote videomonitoring, B. Smart homesecurityproducts connected refrigerators) remotely-controlled lighting, (e.g. connectedthermostats, A. Smart homeutilityproducts BASE 2,096UK internetusersaged16-64 SOURCE GlobalWebIndex June 2017 interested inusingthefuture? have now, andwhichwouldyoube these smart homeproductsof doyou QUESTION From the listbelow, which smart homespeakers convinced bythemeritsof consumers haven’tyetbeen digital The vastmajorityof aggressively). periods whenithasbeen discounted now (includingseveral promotional at afairly modestpriceforsometime Amazon’s Echo havingbeenavailable speakers. And that’s inthecontext of smart home convinced bythemeritsof digitalconsumers haven’tyetbeen of release from thebrand, thevastmajority Apple fanswhowillalwaysbuyanynew device. Beyondthemostcommitted is anessentialrather thananice-to-have tag) willbetopersuadeconsumersthat it for theHomePod (withitspremium price- Australia, thebiggestchallenges oneof Launching initiallyintheUS, UK and the defaultnameinthisarea willbefierce. enter thisspace, competitiontobecome Samsung, Sonosandothersalsosetto Amazon EchoandGoogleHome. With speaker/assistant torivalthelikes of its HomePod device, asmart home By early 2018, Apple willhavelaunched 19 TRENDS 18 BASE 72,529InternetUsers aged16-64 Used voicesearch orvoice commandtools(e.g. Siri, Cortana, Alexa) SOURCEGlobalWebIndex Q22017 QUESTION Inthepastmonth, thefollowing thingshaveyoudoneontheinternet viaanydevice? whichof the scale of the value-communication challenge thevalue-communication challenge the scaleof them inthefuture –somethingwhichunderlines in 3saytheyaren’t eveninterested inusinganyof What’s arguably mostrevealing here isthat over1 and 16-24stake thelead). them (except smart health devices, where women men andtheupperincomegroups lead forallof some predictable demographic trends: 25-34s, 1 in10forusage. Among current users, there are the devicestracked inourchart scoringaround home products intheirhousehold, withmostof theleading smart consumers stilldon’thaveanyof wetake theUKIf asanexample, 2in3digital search orvoicecommandtoolsvia… internetuserswhosaytheyusevoice % of VOICE SEARCH any of them any of they don’texcel at functionsbut lots of able tocarryout speakers mightbe Smart home to becomemore sophisticated witheach new voice assistantsand, astheircapabilities continue to-premium-end mobilesalready haveintegrated other devicesputtogether. Pretty muchallmid- they are capturingmore timeperdaythanall and, amongthetrend-setting youngest generation, most important deviceinpeople’s day-to-daylives Currently, mobilesare already perceived tobethe that theyfaceahugechallengefrom mobile. able toshine–GlobalWebIndex’s latest data shows Alexa –onearea where smart speakers shouldbe them. Even forvoiceassistantslike Siri, Cortana and functionsbuttheydon’texcel at anyof out lotsof smart homespeakers carrying mightbecapableof have averyclear raison d’être). Put anotherway, the otherdevicestracked inourchart, which allof and future awareness interest; insome lackof towards thetableforbothusage thebottom of overcome. Tellingly, smart home speakers come that thebrands producing theseproducts need to particularly well(unlike do anysinglething home speakers don’t quarters that smart perception insome to this, butsotooisthe probably contributing demographics is of thesmartphone. of compete withtheendless advances andpopularity but thenstarted togather dustasitstruggledto tablet: adevicewhichenjoyed fairlydecentuptake and function, theycouldeasily becomethenext Unless smart speakers start toprove theirvalue them whileawayfrom thehome. theconsumerwantstoaccess automatic victoryif is anarea where thesmartphone willscore an controllable through smartphone apps–andthis these otherdeviceswillallbeconnectableand smart deviceslocated throughout thehome. But hub device, connectingandoverseeingother speakers mightpointtotheirpotentialasa it didbetter thanasmartphone. Fans smart of price-point that struggledtodemonstrate what derailed smart glasses–adevicewithpremium thesameobstaclesthat overcome someof In asense, smart homespeakers needto located inoneroom). (unlike stationary smart homespeakers whichare and are typicallycarriedaround withtheconsumer (which willbemuchlongerforsmart speakers) benefit from a regular replacement/upgrade cycle an additionalspend. After all, smartphones also to demonstrate what valuetheybringthat justifies handset,generation of smart speakers willneed Explore the data 20 TRENDS 18 more territories launches Apple Pay in is itsmajorassetasit Apple’s brand image is beginningtochange. The industry markets from outsidecompetition. This these up untilnowsheltered manyof foreign competitors has an absenceof a complex regulatory landscapeand from APAC. Uniquemarket conditions, payment usagesincelate-2015 hascome theglobalincreaseThe bulkof inmobile to seriouslyshake uptheindustry. financial backingandtechnicalknow-how these markets, andbothserviceshavethe opportunity toestablishthemselvesin of Apple Pay –are eyeingupthiswindow providers inparticular – Alipay and financial infrastructures. Two payment payments leapfrog relatively undeveloped smartphone penetration rates helpmobile is beingrealized, asrapidly expanding mobilepayments where thepotentialof In actualfact, it’s inemerging markets mobilepayments.will shapethefuture of and developedfinancialinfrastructures It’s easy tothinkthat themostinclusive THE MOBILEPAYMENTS RACE 06 | CHASEBUCKLE owner of Alipay.of owner Apple Pay directly against Ant Financial, and Taiwan nowinitssights, thispits brand imageand, withmarkets like India international successwillrely onthis in manyemerging markets). Further its brand image(aparticular strength brand abletorely onamajorasset: strongest growth prospects, withthe a trueheavyweight initsclasswiththe so, it’s Apple Pay whichisemerging as restricted theaddressable market. Even approachAlipay –hasinevitably of – rather thanthehandset-agnostic key, whileits handset-specificproduct penetration inacountryhasalsobeen process. To date, strong credit/debit card a time-consumingandinvestment-heavy regulation makes international expansion markets writing), (at timeof butcomplex Apple Pay mayoperate inover15 markets are alsoturningheads. demonetization initiative, butother ground inthisrace followingitsextensive period. Indiahasemerged asthetesting foothold duringthiscriticaldevelopment a race toexpand abroad andgaina heavyweights havenowentered into Photo by Jonas Leupe 21 TRENDS 18 APPLE PAY’S INTERNATIONAL EXPANSION % whohaveusedtheirphonetopayforanitem/serviceinthepastmonth GROWTH INMOBILEPAYMENT UPTAKE BY REGION you doneonyour mobile phoneinthepast thefollowinghave your phone?/// Which of you usedtopayforanitem/service using QUESTION theseservices have Which of (Q2 2017)Internet Usersaged16-64 & Q22017BASE51,075(Q42015) & 89,029 service SOURCEGlobalWebIndex Q42015 month? Usedyourphonetopayforan item/ Explore the data Explore thedata 22 TRENDS 18 Internet Usersaged16-64 Q2 2017BASE89,029 SOURCE GlobalWebIndex used inthelastmonth? services haveyouvisitedor thefollowingwebsites/ of using yourphone?/// Which pay foranitem/service services haveyouusedto QUESTION these Which of in thelastmonth visited thefollowingsites each market whohave internetusersin % of e-Commerce item ontheirmobile services topayforan have usedthefollowing internetuserswho % of Providers Mobile Payment ANT FINANCIAL’S INTERNATIONAL INVESTMENTS Ant Financial Affiliated Services INDIA PayU MobiKwik Paytm 9% 16% 37% INDONESIA Masterpass TrueMoney T-Cash Wallet 3% 4% 10% *by PayMaya PHILIPPINES Masterpass SmartMoney* GCash 1% 7% 10% remittance market). (and MoneyGram the intheUStogainashare of m-payment providers across SE Asia andIndia profile investmentsfrom Antacross manymajor in thisindustrylandscape. This explains thehigh- investments, thisis Alibaba’s strength –especially Apple asnotoriouslyhesitanttowards large its native China. While somehavedescribed to financial ecosystemandisn’tconfiningitself Alibaba-owned Ant Financial isbuildinganentire Before itsexpected IPOinlate 2018/early 2019, SOUTH KOREA Kakao Pay Samsung Pay Naver Pay Explore thedata 15% 18% 23% *by PaysBuy THAILAND Mobile Credit Card* Line Pay TrueMoney 6% 11% 14% 23 TRENDS 18 existing market share services toleverage their investing oracquiringlocal Alipay’s strength isin commerce siteLazada. With abroad reach in Ant’s SE amajorityshare purchaseAsian of of even more strikingwhenwetake intoaccount But Alipay’s potentialglobalreach becomes technology required for Apple Pay. at scaletosupport theNear Field Communication whichdon’thavethemerchant-side capabilities of Korea, Philippines, Thailand andIndonesia, many has sofargiven Ant in-roads intoIndia, South to leverage theirexisting market share. This tactic invests inoracquires theestablishednative players launching itsownbrand inthesemarkets, Alipay financial infrastructure development. Rather than unique market conditionswithdifferent stagesof Countries leading them-paymentstrend have brand like Apple Pay. contactlessm-paymentsviaatrusted the idea of turnkey solution, andmature markets easing into markets mostlikely gravitating towards Alipay’s infrastructure development, withfast-growth Alipay. thisdivision willbebasedaround Muchof landscape carvedupbetween Apple Pay and will seealarge themobilepayments portion of Sweden). However, there’s agoodchancethat we WeChat Pay inChina, andSwishKlarnain Naver Pay andSamsungPay inSouthKorea, services willholdtheirowninmarkets (like As 2018progresses, steadfast a handfulof countries tobuilduponinthecomingyear. much-needed brand recognition boostinthese rebranded Lazada’s HelloPay as Alipay, givingita via Alipay onthesite. The companyhasalready financial incentiveswhenusingtheapp)topay offer astrong use-case(likely intheformof Vietnam, MalaysiaandSingapore, Lazadashould 24 TRENDS 18 Boost toConsumer Privacy Why theGDPRisa Welcome GLOBALWEBINDEXTHE VIEW (rather thanopt-out), activelyconfirmingthat implications isthat peoplewillneedtoopt-in themostobviousconsumer-facingOne of based). (regardless is where the companyitself of company whichholdsdata onEUcitizens information, andthat therulesapplytoany addresses andcookieswillcountaspersonal the consumer. Italsostates that thingslike IP ensure theyhaveunequivocalpermissionfrom they collect, process andstore thisdata, and will need to be clear and transparent about how which holdpersonalinformation onEUcitizens In simpleterms, itmeans that allcompanies privacy regulation in20years’. by theEUas’mostimportant changeindata Regulation (GDPR)comeintoeffect, described May 2018willseetheGeneral Data Protection Chief ResearchChief Officer Jason Mander become a thing of thepast become athingof consent will(rightfully) Reliance on‘assumed’ process. complex text legaljargon to and massesof We allknowthedrill:very smallfontsizes, privacy noticesthat the GDPRshouldcounter. longandcomplex permission/ the typeof Many peoplereading thiswillhaveencountered time after itisgiven. for consumerstowithdraw theirconsentat any Conditions documents, andthat itmustbeeasy explanations can’tbeburiedinlong Terms & language usedmustbeeasy-to-understand, that past. Otherkey requirements includethat any the consent will(rightfully)becomeathingof used. As thishappens, reliance on‘assumed’ they agree totheirdata beingcollectedand 25 TRENDS 18 (54-64) InternetUsersfrom theEU 2017 BASE2,106(16-20), 7,479(21-34), 10,280(35-53), 4,794 Somewhat agree/strongly agree SOURCEGlobalWebIndex Q2 statements belowonyouroutlooktechnology andtheweb? QUESTION To what extent doyouagree/disagree withthe Italy, Ireland, Germany, France, Belgium *UK, Sweden, Spain, Portugal, Poland, Netherlands, their personaldata is beingusedbycompanies internetuserswhosaytheyworryabouthow % of PERSONAL DATA CONCERNS IN THE EU* Baby Boomers(54-64) Gen X(35-53) Millennials (21-34) Gen Z(16-20) Explore thedata 65% 61% 58% 57% notices ourconsumer-facing of openness at thecenter always placedrespect and GlobalWebIndex has into the download of another,into thedownloadof quite different read. Think tracking software beingbundled the consumerdoesn’tnecessarily see, letalone transparent. Think small, pre-ticked boxes which where somecurrent practices are less-than- The givingconsentisanotherarea process of they doinsimple, real-world terms. side –wetrytoexplain what theyare andwhat biggest knowledgegapexists ontheconsumer comes tocookies–thearea where arguably the and understandableaspossible. And whenit was deliberately written tobeasaccessible pop-up box. We useeverydaylanguagewhich on themainscreen rather thaninadismissible notices. We usenormal-sizedfont. We puttext ourconsumer-facingopenness at thecenterof a different approach, placingrespect and At GlobalWebIndex, wehavealwayschosen even years priortoaparticular survey being generalized constentgivendays, monthsor and explicitness. Rather thanrelying ona itsrecency,leading intermsof transparency we gainforthishastobeconsidered industry- matched inanalytics). Moreover, theconsent provided byconsumers(evenwhenpassively aggregated, everysingledata pointisactively apart ourdata from beinganonymizedand allof transparency that wethinkare essential. Quite will drivetheindustrytowards thelevelsof differently here andit’s ourhopethat theGDPR Again, GlobalWebIndex haslongdonethings seems unlikely. data asaby-product, were theyalwaysaware? It free servicethat tracks andsellstheirbrowsing ticked state? And whentheysigneduptoa consciously leave that additionalbox initspre- has giventheirconsent. them Butdidallof still happening. Technically, theconsumer For us, it’s thing concerningtoseethistypeof consumer imaginedtheywouldbe. which are quitedifferent tothewayinwhich product. Think data beingusedincontexts 26 TRENDS 18 that wethinkessential transparencylevels of industry towards the GDPR willdrivethe It’s ourhopethat the than theminimumrequired? consumer more knowledgeandcontrol, rather in that exact way?Isn’titbetter togivethe consented tothat exact dataset beingused all, isn’titbetter toknow that theconsumer respectful practices across theindustry. After but welookforward totheGDPRinstillingmore rule whenitcomestotakingsuchanapproach, To date, weare anexception rather thanthe collect fresh, explicit consentforthat. submit there andthenmightbeused, andto respondents howthedata theyare aboutto ourCorepiece of research. We wanttotell should bere-confirmed each at thestart of taken, GlobalWebIndex’s viewisthat consent Photo byMatthew Henry 27 TRENDS 18 music videostotheplatform owners asusersare uploading do businesswithmusicrights Facebook isnowobligedto SOCIAL MUSIC THE ADVENTOF 07 Photo bySamuel Zeller platform viauser-uploaded musicvideos. that their contentisfreely availableonthe to contendwithmusicrights ownersprotesting Facebook hasforced itsownhand here –obliged YouTube, early intheyear. To acertain degree, Hrivnak, musicpartnerships formerdirector at of relating tomusiclicensing, after poaching Tamara year ithuntedfornumerous seniorpositions identification startup Source3. Throughoutthe In July 2017, Facebook snappedupcopyright beginning totake musicseriously. suggests that thissocialbehemoth, at least, is at Facebook theacquisitionandhiringstrategy of in2018? Well,will socialservicesengulf aglance portion of TV revenues isclear. So, what media thesocialmediagiantstostake aclaimto of available viatheirplatforms, thecommitment now investinginoriginal TV contenttobemade engagement.both With socialmediainnovationdriving force and of Across 2017, asthenew videoestablisheditself | FELIMMCGRATH Facebook andSnapchat 28 TRENDS 18 garnered streaming serviceshave engagement rates that surely havenoticedthe Social platforms will not easy. provide arichmusicstreaming library is contracts andagreements necessaryto discovered, navigating thesea of in 2014. And, asmanyplatforms have Twitter’s #Musicservicewasshuttered failed togainwidespread interest, while ‘Music Stories’ feature onFacebook been allplainsailing, however–2015’s capitalize onthisrelationship haven’t Social media’s previous attempts to a key anymusiclabel’s part of strategy. interact withfanshasmadesocialmedia and bandstocreate pages/profiles and music business. Successindrawing artists social servicesare already the part of Myspace, andinmanywaysthebig socialmediasincethedaysof part of course,Of musichasbeen animportant on musicstreaming inhh:mm - Average dailytimespent use musicstreaming services internetuserswho - %of MUSIC STREAMING ENGAGEMENT Internet Usersaged16-64 GlobalWebIndex Q22017BASE72,529 the internetviaanydevice?SOURCE the followingthingshaveyoudoneon QUESTION Inthepastmonth, whichof APAC Europe Latin America Middle East& Africa North America Explore thedata 70% 44% 59% 62% 58%

01:09 00:47 01:18 01:06 01:14 29 TRENDS 18 for purchasing contentdirectly via socialmedia. reticent aboutpayingforaccesstomusic, and to watch. Sofar, mostconsumershavebeenquite how theyachievethiswillcertainly beinteresting videoandcommerce.into theworldsof Exactly particularly giventheirenthusiasmfordiversifying be attractive tothebignamesinsocialmedia, What’s more, addinganotherrevenue stream will will onlygrow. online, rather thanownitthemselves, thefigures more likely tosaythat theyprefer tostream music streaming servicesandwithinternetusersnow consumers globallywhoare listeningtomusic services havegathered. It’s digital now63%of industry andthebroad userbasesthat streaming transformation that hasimpactedthemusic giants willsurely havenoticedthedigital engagement ontheirplatforms, thesesocial But intheirongoingquesttomaintain to gosocial. details, itlooks like musicwillbethenext media to breach intothisindustry. Butregardless the of social platforms, particularly Facebook, employ be muchspeculation aboutwhat strategy thebig music isuponus. As intherealm of TV, there will However itcomesabout, social theadventof freely accessiblemusicforitsusers. engagement means that itwillsurely pushfor media industry’s laser-focus on usergrowth and defending its ad-supported offering. Yet the social while Spotifyhasfelttheheat forsteadfastly musicstreaming,only’ modelasthefuture of Apple Musicand Tidal havetoutedthe‘premium- music labelsare becomingincreasingly frustrated. and advertising exposure –isonewithwhich providing services/contentinexchange fordata Social platforms’ traditional revenue models– 30 TRENDS 18 to be alluring to bealluring marketing wasbound ad-blocking, influencer In thenewworldof SUSTAINABLE? MARKETING BOOM INFLUENCERIS THE 08 Photo byHenriPham sense here, especiallybecauseconsumers to ad-blocking, influencer marketing makes are turningtoalternative strategies. Immune appealing astheyoncewere andmarketers fatigue, digitaladsare nolongeras ad-blockingandbanner challenges of alluring tomarketers. With theongoing Influencer marketing wasboundtobe sustainable strategy forbrands? up tobeand, importantly, isitsettobea this buzzworthy trend allthat it’s cracked organically buildnewrelationships. Butis the opportunity toamplifytheircontent and brands haveinvestedheavily, attracted by hotel andtrythat beauty product. Many media feedsencouraging youtovisit this celebritiesonyoursocial look at thehostof industry’s hotgo-tostrategy –justtake a Influencer marketing hasbecomethe | KATIE YOUNG there comesthethreat influencer of more brands jump onthebandwagon asitsounds.as fool-proof As more and But influencermarketing maynotbe its‘Beauty Squad’.influence of a positiveimpactonsalesthanks tothe media toinfluencers, reportedly seeing which shifted itsinvestmentfrom traditional sell outonitswebsite. Then there’s L’Oréal, specific day, causingthedress toquickly themselves wearing aspecificdress ona Instagrammers, askingthemtoInstagram store Lord & Taylor collaborated with50 some brands. Backin2015, department it’s already proved tobeasuccessfor course,Of thisstrategy isnotnew, and they wouldtheirfriendsandfamily. look totheirinfluencersforthisadvice, justas something, andit’s logicalthat theywould tend toseekanexpert opinionbefore buying research, internetuserssaythey of overhalf when they’re shopping. According toour are already receptive torecommendations 31 TRENDS 18 GlobalWebIndex Q22017BASE89,029InternetUsersaged16-64 find outaboutnewbrands, products, orservices?SOURCE thefollowingwaysareQUESTION you mostlikely Inwhichof to Age by celebritiesorwell-knownindividuals discover newbrands viaendorsements internetuserswhosaythey % of OF INFLUENCER MARKETING THE EFFECTIVENESS 55-64 45-54 35-44 25-34 16-24 TOTAL Explore thedata 14% 6% 9% 12% 16% 17% Gender Income Female Male Bottom 25% Top 25% Middle 50%

15% 13% 15% 14% 13% become disengaged saturated audiencescould As thespacebecomesmore its impactislimitedwhen compared toother peak to17%for16-24year-olds, butevenhere influencerposts.the influxof Wedoseeaslight years,steady overthepastcoupleof despite This isafigure that has remained remarkably brands viacelebrityorinfluencerendorsements. digitalconsumerswhosaythey discover 14% of opposed toa TV orprint ad), it’s nevertheless just influenced byor exposed toaninfluencer(as consumers torecognize whenthey’vebeen While itcouldbeargued that it’s harder for becoming amajorroute toreach consumers. There’s alsolittle signinourdata that thisis influencers inthesameway. ads, there’s thechancethat they’llturnawayfrom ad-blockers whensitesbecameoverloadedwith will becomedisengaged. Just astheyturnedto saturated, there’s agoodchancethat audiences newsfeeds. And asthisspacebecomesmore promotional contentisbeginningtoclutter up micro-influencers sentfree products to review, paid toholdhandbags, andthelesser-known fatigue. Betweenthe high-profile celebrities matches theirmessage and relationship-building that Brands needtofocusonsincerity influencer bubblefinally bursts. strategy andit’s timeuntilthe only amatter of influencersisnotasustainable overloaded useof the contentappears authenticandbelievable. An critique theproducts theyweren’t happywith, celebrities. And byallowingthese womento with micro-influencers rather thanhigh-profile for L’Oréal’s successesisbecauseitpartners they are justdoingone-offs. Part the reason of no storybehindpromotional content, orwhen clearly beenboughtbybrands, where there is will walkawayfrom theinfluencerswhohave who fitwiththeirmessaging. Someconsumers building along-termrelationship onlywiththose They needtobesmart, focusingonsincerityand is sure tofollow, andbrands needtobeprepared. backlash againstinfluencerswhoaren’t authentic high, it’s starting toloseitspersonaltouch. The influencers at anall-time With thesupplyof discover brands via TV oronlineads, forinstance. consumers are about3xaslikely tosaythey strategies, like traditional advertising. Digital 32 TRENDS 18 Think free. Our free plan is coming to give you more of the data you need. Subscribe to our blog to stay tuned.