Mindshare launches ‘Mindshare Trends 2019’, revealing pervasive consumer uncertainty in UK

Mindshare launched its 5th annual Mindshare Trends Report, which identifies the most pertinent trends for brands in 2019 across tech, culture and media. The report also uncovered the overarching theme of a public searching for control and information, against a backdrop of economic and political uncertainty in the UK market. 

The report draws on extensive consumer research, conducted by Mindshare’s Futures team over the course of 3 months, in which they spoke to over 6000 UK consumers. The research also includes detailed qualitative consumer research, social and search analysis and a series of interviews with media industry experts.  

Key areas of exploration in this year’s report include voice interfaces, the connected home, the rise of live-streaming, and virtual beings. While some of these topics may feel familiar, this year’s Mindshare Trends Report found we were reaching an adoption inflection point with many of tomorrow’s technologies, as a greater number of consumers across the UK become more familiarised with the concepts, challenges and opportunities at hand.  

Sophie Harding, Trends and Insight Director at Mindshare UK, commented; “In the course of our research, we found that people are searching for genuine connections, realness, and knowledge with which to empower themselves against a backdrop of political and economic uncertainty in the UK. Unlike previous years, 2019 does not look to be about shiny new technology. Instead, we’re seeing a shift towards getting to grips with the technology we have, grabbing hold of the reins as it becomes more embedded in our daily lives – bringing with it its own opportunities and consequences.” 

Helen McRae, CEO of Mindshare UK, said: “As ever, our Futures team have worked tirelessly to produce a robust Trends Report for 2019 which gets to the heart of consumer perceptions, fears and desires for the year ahead. With more consumer research included than ever before, this year’s Trends Report really puts people at the centre of our strategic planning for 2019. Given the unprecedented depth of consumer insight within the report, our findings will be instrumental in delivering on our audience-first proposition for clients, unlocking growth for them in the year ahead.”  

The five key trends expected to shape 2019 are: 

Live and Kicking: ‘Live’ moments are very much alive and kicking, as the proliferation of technology brings us together to share our experiences in real-time. This trend is unfolding amidst a growing need for human interaction in a digital world; rather than digital diminishing the importance of live, it is enabling it like never before.  

Stand-out statistic: 42% of 18 – 34 year olds say they feel like they are missing out if they don’t watch shows or events as they happen. 

Look Who’s Talking: When it comes to technology involving the spoken word, we are now seeing real adoption combined with a noticeable step change in people’s mindsets and behaviours. The uptake of podcasts and audiobooks is exploding, the use of voice messaging is increasing, and people are starting to use the growing number of text to speech apps available.  Additionally, we are seeing an increase in interactions with voice assistants on our phones and in our homes, which people are becoming more comfortable using, for a wider variety of tasks.   

Stand-out statistic: 35% of smart speaker owners say it feels like part of the family – rising to 47% among parents. 

Mindful Media: With the combined impact of GDPR and the increased publicity around data practices, people are striving for a chance to get back into the driving seat when it comes to media. As a result, we are making more conscious media choices, and media companies are having to become accountable as they look to design tools and products fit for the mindful media age. 

Stand-out statistic: A third of people avoid the news these days because it’s all doom and gloom – rising to 42% amongst Londoners. 

Seconds Saved: While time saving tech has always been on our list, this year we have seen significant differences in uptake, particularly in the areas of payment solutions and the connected home.  In 2019, we’ll see further adoption and innovation in these areas as processes are automated, streamlined and products connect more seamlessly, smoothing our experiences and saving us lots of seconds combined.    

Stand out statistic: 4 in 10 people say that tech that automates everyday tasks gives me time back to enjoy life – rising to 58% for Londoners and 6 in 10 for parents.  

Real or Replica: In a world of growing mistrust, where tech is presenting us with curated social media, fake videos, voice assistants and virtual entities, people are re-evaluating how they feel about everything. And in some cases, people are choosing the virtual option, where by being genuinely fake it is at the very least, transparent.   

Stand-out statistic: 58% of people agree that ‘it’s getting harder to separate what’s real and what’s not’. 

Source: Mindshare

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