2015년 차량용 앱 및 기술 소비자 트렌드

현재 약 27억명으로 추산되는 전세계 스마트폰 사용자가 2018년까지 55억명을 넘어설 것이란 전망이 제기되고 있는 가운데, 소비자들의 차량 내 시스템에 대한 관심이 더욱 높아지고 있는 것으로 나타났음

차량산업전문조사기관인 IHS Automotive는 최근 미국, 중국, 독일 및 영국 등 주요 시장에서 향후 36개월내 신차 구입의사를 밝힌 약 4,000명의 소비자를 상대로 설문조사를 실시하였음

해당조사기관의 Colin Bird 수석 애널리스트는 “응답자 중 약 90%가 현재 스마트 사용중인 것으로 나타났으며, 이는 주행 중의 소비자 행동에 대한 시사점을 주는 동시에 차량 기술과 앱에 대한 기대를 나타낸다”라고 설명했음

IHS AUTOMOTIVE의 이번 조사의 주요 내용은 다음과 같음

대다수의 소비자(약 70%)가 차내에서 AM/FM 라디오와 CD 음악 청취를 매우 선호하는 것으로 나타났음. 이와 유사한 수의 응답자가 자신의 모바일 기기에 저장된 음악이나 인터넷/스트리밍 및 위성 라디오, 차량 내 하드 드라이브 통한 방식을 선호하는 것으로 조사되었음. 특히 중국에서는 모바일 기기를 통한 음악 스트리밍에 대한 선호가 압도적인 것으로 나타났음

IHS Automotive에 따르면, 2014년 전세계적으로 약 1,320억개의 모바일 앱이 다운로드 되었으며 250억달러 이상의 매출을 기록했음. 응답자 중 93%가 모바일 기기에 앱을 다운로드 했으며, 53%가 이전에 유료로 앱을 구매하였다고 말했음. 앱 구매가는 지역별로 상이하나, 대부분의 응답자들은 가장 고가의 앱을 구매하는데 평균 12~22달러를 지출한다고 답했음. 이 같은 앱에 대한 소비자들의 꾸준한 수요와 관심은 향후 앱 개발자나 OEM 업체들에게 수익 창출의 기회를 제공할 것으로 보임

차량용 앱 관련하여, 약 45%의 응답자가 운전경험을 높일 수 있다면 사용할 것이라고 답했으며 35%는 기존의 스마트폰 앱과 유사할 경우 사용에 매우 호의적일 것이라고 답했음. 또한 약 75%의 응답자는 앱 업데이트를 위한 유료 결제 의향이 있는 것으로 나타났음

소비자들이 차량 내에서 가장 선호하는 기능은 네이게이션(53%), 날씨정보(40%), 음악(38%), 뉴스(33%) 및 소셜 네트워킹(29%) 순으로 조사되었음

한편, 관심지점(POI)/지역, 도서, 건강 및 운동, 비즈니스, 교육, 팟캐스트 등의 기능은 선호하는 응답자가 15% 미만으로 나타났음

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비즈니스, 라이프스타일을 향상시킬 10대 기술 제품, iWatch에서 iRobot까지..

Apple의 iWatch 출시가 임박하면서, 바야흐로 우리 생활의 변화를 가져올 최신 기술 시대가 도래하고 있음. Apple측이 소위 가장 “개인 맞춤형 기기”라 자신하고 있는 iWatch는 이미 알려진 바와 같이 ‘activity app’을 통해 사용자의 모든 움직임과 건강관련 데이터를 저장, 전송하는 등 우리 삶과 아주 밀접한 혁신 기술을 탑재하고 있음

iWatch 이외에도, 올해에는 주목할만한 최첨단 기술 제품이 잇달아 선보일 것으로 보임. Design & Trend에서는 올해 2015년 출시가 예정된 기술 제품 중 소비자의 생활 패턴에 영향을 끼칠 10대 혁신 기기를 다음과 같이 선정했음

  1. FlapIt – 사전 주문가: 미화 299달러

  1. MOD-t 3D 프린터: 미화 249-899달러

  1. NewDealDesign의 Whistle Dog Tag: 미화 99달러(Amazon 소비자가)

  1. ZUtA Labs의 The Pocket Printer: 특별 선 주문가 미화 199달러

  1. Solpro의 Helios Smart: 미화 159달러

  1. Fly Nixie의 Flyable Camera Drone: 가격 미정

  1. Logitech의 Bluetooth Multi-Device Keyboard K480: 미화 49.99달러

  1. Apple의 18K 황금 케이스 미드나이트 블루 클래식 iWatch: 미화 10,000달러(최저)

  1. iRobot의 Ava 500/Video Collaboration Robot: 미화 2,500–6만9,500달러

  1. Hammacher Schlemme의 The Photo To iPad Scanning Dock: 미화 119.95달러

Acne Studios, 세계 최초의 디지털 아트 전시 시스템 출시

스웨덴 컨템포러리 브랜드 Acne Studios가 세계적인 예술 작품 이미지를 보여주는 디지털 전시 네트워크 ‘Curator’를 출시할 예정으로 알려졌음. 본 시스템은 세계 최초로 울트라씬(ultra-thin) LED 캔버스 스크린 화면에 연간 6-8개의 전시 프로그램을 전송하는 방식으로, 전문예술기관들이 엄선한 작품들이 제공됨. 본 제품은 이미 마감된 신청자 및 선별된 일부 고객들에 한해 구입 가능함

Curator를 고안한 Johan Holmgren는 본 시스템이 사람들로 하여금 최근의 컴퓨터나 스마트폰과는 달리 예술작품 그대로를 실제로 느끼고 경험할 수 있게 설계되었다”고 설명했음

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2015년 소비자 트렌드 전망, 포쉬텔에서 맞춤형 농장까지..

2015년에 소비자 전망이 다양하게 제기되고 있는 가운데, 영국의 트렌드 조사기관 SBC Partners가 의식주를 아우르는 소비자 라이프스타일 영역에 대한 15가지의 예측을 내놓았음

[식생활]

  1. 맞춤형 농장

식생활에 있어 안전하고 신선한 재료를 경작할 수 있을 뿐만 아니라 미관상으로도 뛰어난 맞춤형 농장에 대한 관심이 증가할 것으로 보임

미국 캘리포니아 One Gun Ranch와 같이 최신 농작기술과 최상의 토양 및 씨앗뿐만 아니라 뛰어난 포장과 상표를 사용하는 농장 시설을 예로 들 수 있음

[One Gun Ranch]

Photo: Designer Farm One Gun Ranch from the U.S.

2. 테이블 예약

인기 유명 레스토랑의 경우, 예약 자체가 어렵거나 불가능하고 오래 기다려야 하는 경우가 많음. SBC Partners는 Little Emperors나 Resy와 같은 애플리케이션 서비스가 약 50파운드의 수수료로 4명의 테이블 좌석까지 사전 예약을 가능케 할 것으로 내다봤음

[Resy 애플리케이션 실행 화면]

3. 델리식품 할인점

Aldi, Lidl 등 할인 식료품점이 진출하면서, 영국 소비자들은 앞으로 랍스터나 코냑, 캐비아와 같은 고급 식료품을 비교적 저렴한 가격에 구입할 수 있을 것으로 보임

[패션 및 뷰티]

  1. 1980년대 패션 브랜드 귀환

Moschino, Mugler, DKNY, Calvin Klein과 같은 브랜드들의 영국 내 프리미엄 백화점에 화려하게 복귀할 것으로 내다봤음

[Moschino 캣워크]

5. 남성 타깃의 여성 패션 브랜드

Mr. Porter, East Dane 등 남성 전문 온라인 패션 쇼핑몰이 계속해서 사업 영역을 확장해가고 있는 가운데, Tory Burch, Victoria Beckham을 비롯해 심지어 여성 란제리 브랜드 La Perla까지도 2015년 남성복 컬렉션을 출시할 예정으로 전해졌음.

[La Perla의 SS15 남성복 컨셉]

6. 주문형 맞춤 스티커

스티커가 액세서리 등에 개성 표출수단으로 다시 인기를 끌 것으로 예상됨

[Anya Hindmarch의 백 컬렉션]

Photo: Anya Hindmarch’s collection of bags comes with personalized leather stickers

[리테일]

7. 출판매체를 통한 직접 구매

2015년에는 자신이 즐겨보는 잡지나 신문의 애플리케이션 및 온라인 버전을 통해 직접 구매하는 현상이 나타날 것으로 보임. 미래에는, 광고료가 독자 수보다는 판매가 가능한 제품 수량으로 책정될 것으로 보임

8. 옴니채널

더욱 많은 디지털 판매업체들이 오프라인 상점을 개설할 것으로 보임. Amazon의 경우 2015년 뉴욕 시티에 매장을 오픈할 계획으로 알려졌음

[홈]

9. 커넥티드 스마트 홈

많은 관심을 끌어온 Apple의 Homekit, Google의 Nest 등 스마트폰 앱으로 조작이 가능한 스마트홈 제품군이 선보일 것으로 보임

[Nest 홈시스템 기기]

[여행]

10. 퍼스트 클래스 승객을 위한 최상급 서비스

항공사들이 퍼스트 클래스 승객들을 위한 더욱 특별한 서비스를 준비하고 있음. Singapore Airline 의 경우, 일등석 객실에 Givenchy 시트 및 잠옷과 Bose 헤드폰, 5성급 요리, 풀사이즈 침대 등을 제공함

[Singapore Airline 퍼스트 클래스 객실]

Photo: Singapore Airlines’s suit for 1st class travelers

11. 주목할 도시, 대한민국 서울

본 트렌드 전망의 저자는 대한민국 서울을 이 시대의 뛰어난 컨셉 디자인 및 건축과 더불어 놀라운 혁신 기술 요소를 두루 갖춘 도시로 추천했음

12. 포쉬텔(Posh + hostels)

럭셔리하며 합리적인 가격의 유스호스텔을 뜻하는 포쉬텔은 특히 유럽의 숙박산업에서 새롭게 부상하고 있는 트렌드로서, 이탈리아 소렌토의 Seven Hostel과 포르투갈 신트라의 Almáa Sintra Hostel 등이 대표적임

[Seven Hostel 옥상 시설 전경]

[라이프스타일]

13. 관심사를 기반으로 한 컨슈미티스(Consumities)

많은 라이프스타일 브랜드들이 고객들의 공통 관심사를 기반으로 각자의 의견과 새로운 소식 및 유용한 정보를 공유할 수 있는 온라인 네트워킹 플랫폼을 구축하고 있음. 이러한 컨슈미티스의 예로 Nike의 Joga.com 웹사이트와 Sephora의 뷰티 정키 온라인 사이트를 꼽을 수 있음

[Nike의 Joga.com]

Pic.: a screenshot from Nike's Yoga.com

14. 파쿠르(Parkour) 실내 체육관

도심의 구조물을 넘고 뛰어다니는 실외 스포츠로 각광받고 있는 파쿠르(Parkour)가 앞으로 실내에서 이용할 수 있는 체육관 형태로 진화할 것으로 보임

[파쿠르(Parkour) 실내 체육관]

15. 개인 안식기

개인(Personal)은 2015년 주요 테마 중 하나로, 올 2015년에는 개인적인 발전 및 달성 여부에 따라 휴가 이외의 휴식기간이 주어줄 수 있는 해가 될 것임

People Are Even More Dependent On Phones

According to Deloitte & Touche’s most recent study on mobile consumer trends, 9 out of 10 U.S. consumers check their phones within the first hour of waking up (75% do so within the first 30 minutes of waking), and nearly a quarter (23%) look at their phones up to 50 times a day.

“I view this as a good thing,” Craig Wigginton, vice chairman and U.S telecommunications sector leader at Deloitte, tells Marketing Daily. “It’s showing the device is indispensable now. It’s key to [consumers’] lifestyle and lifestyle management.”

The interest in always-on connectivity has spread to other areas as well. More than half (55%) of consumers are interested in connected home devices, and 63% say they are interested in connectivity in their cars.

“Consumers drive adoption,” Wigginton says. “People know these connected devices are coming and the home and the car are the most tangible of them. I’m a little surprised [the desire] is not more.”

He’s surprised because people are reporting more over-the-top content consumption than ever before. According to the survey, 19% of consumers reported streaming more television or film content than in 2013, while 30% said they streamed more music. Overall, 16% said they streamed television or movies on a weekly basis in 2014, while 43% did the same with music or online radio.

Despite all of this increased usage, people seem satisfied with their current mobile network speeds. While 35% of consumers in 2013 said they were willing to spend an extra $10 for faster mobile download speeds, fewer than 20% of consumers were willing to do so in 2014. Indeed, 32% of consumers said they felt 4G cellular connectivity was comparable to their in-home wifi connections. Yet don’t expect that satisfaction to hold, particularly as more devices connect to the Internet, Wigginton says.

“At this point in the lifecycle, people are satisfied,” he says. “I don’t think that’s going to last long, when you look at those [media] consumption rates.”

This increased dependence on 24-7 connectivity has led people to consider the value of their connections more. In 2014, people identified “price of the overall monthly subscription” as the top reason for selecting a wireless provider. In 2013, the top reasons were the availability of friends and family plans and overall network quality. Despite the differences in priorities, the survey indicates consumers intend to purchase new devices at the same frequency rate for the next five years.

And, in spite of the increased usage of mobile devices for nearly every aspect of life, mobile payments are still slow to catch on in the U.S. Only 7% of consumers have used their mobile phones to pay for an item in a store, which Deloitte attributes to many consumers not having Near-Field Communication (NFC) technology on their phones. As NFC becomes more prevalent (and systems such as ApplePay become more commonplace), the use of mobile payments will likely grow. (According to the survey, nearly a third of those who have NFC-enabled phones have used them for mobile payments within the past month.)

2015 Mobile Trends: Big Screens, Big IP Ratings, Big Interest In Android

CEO Jerker Hellström, CEO of rugged computer maker Handheld, anticipates three important trends in mobile computing for 2015, according to Wireless Forum. Among his predictions are larger displays on mobile devices (even rugged mobile computers), higher IP ratings, and growing interest in Android devices.

2015 Mobile Trends: Big Screens, Big IP Ratings, Big Interest In Android

The new iPhone6 and iPhone6 Plus demonstrates the trend towards larger screen size, as Business Solutions Magazine points out. The larger screen of the new designs, one 4.7 inches and the other 5.5 inches — makes text, photos, and videos easier to see and gives developers more space within their apps for additional buttons and features, similar to the jump from the iPhone to the iPad. More importantly though, this puts Apple on equal footing with competitors that have been releasing increasingly larger phones for years, a move that will help Apple be more competitive in the mobile market. Analysts said the new iPhones were likely to help Apple to gain market share against devices running Google’s Android platform by offering larger screens.

Hellström says, “Screen size is the “$64,000 question” in the rugged computer segment — it is a major consideration for all users but it is also linked to the application and how data and information are presented, both in terms of how it is captured and how it is communicated to the end user. I foresee a stronger demand for maximum screen real-estate in the smallest, lightest possible form factor.”

In terms of IP ratings, mobile computers are increasingly more durable, more rugged, and equipped with higher IP ratings (which measure the ingress protection against water and dust). Hellström argues that, while customers demand devices that can take a beating, the IP ratings are often useless. He states, “Some devices are now advertised as having the previously unattainable IP68 rating. But do the customers actually understand it? It actually means nothing unless the manufacturer informs us of the submerged time and depth. I expect a continued upwards “IP rating creep” but also an invigorating discussion about the definition and value of IP ratings and the tests carried out on mobile computers.”

And finally, Hellström predicts that Android will challenge Apple’s reign in the mobile world, and that “2015 will be the year when the industry truly embraces Android.” As a recent article in Business Solutions Magazine reported, Android gained a 62 percent of the overall market share of the mobile market in 2013, and has continued to show strong growth. Android OS’s chief advantage lies in the sheer number of devices that can use the OS, compared to those of its competitors. Android devices also are less expensive to manufacture than those its major competitor’s devices.

How are retail marketers adapting to online consumer trends for Black Friday and the Christmas holidays?

Marketers are having to reassess their strategies as consumers spend increasing amounts online ahead of the Thanksgiving holiday shopping weekend in order to capture the online shopping trend. For a retailer to have a successful year, they need to have a very successful return from those few days and that means capturing the online dollars.

Black Friday (the fourth Friday of November) and Cyber Monday (the first Monday in December) are now witnessing a major shift in spending patterns, with the Adobe Digital Index predicting that $2.6bn – an increase of 15 per cent – will be spent on Cyber Monday alone, with Black Friday growth up by 28 per cent to $2.48bn.

Overall, the retail holiday season in the US will once again aim to break online records for e-commerce spend at $72.41bn, a growth of 16.6 per cent in the last year, according to eMarketer, while Forrester Research predicts online sales during the period will climb as high as $89bn.

Luke Edson, senior vice president national markets at YP, explains that businesses have had to realise the need to focus on the growth of consumers turning to their mobile devices when researching businesses, products and services ahead of making a purchase decision.

“Consumers are also connecting to businesses through mobile apps for everything from getting directions to finding a deal. Mobile has the unique ability to target customers in the moment and drive their behaviour. What’s more mobile location data can provide key insights on a consumer’s behavioural patterns, including someone’s likes, lifestyle and habits,” he adds.

So how have marketers and retail businesses adjusted their own strategies to meet this increasing changing consumer behaviour, where online has become a main channel of revenue during the holiday season?

Brandi Ply, director of marketing strategy at online retailer, Big Lots, explains that through research it knows that customers spend more time online and that it is clearly becoming a place where shopping decisions can be increasingly influenced.

“We know that we need to engage across multiple channels,” she added. “This holiday season we have increased our focus on social and digital media, including creating an online only holiday gift guide, multiple social sweepstakes across Facebook, Twitter and Instagram, creating video content specifically for YouTube, and pushing content on Pinterest for the first time.”

Ozone Media’s recently appointed chief operating officer, Raj Beri, adds that five years ago mobile marketing and mobile sales for Black Friday were non-existent.

“For consumers, Black Friday was only about hitting the stores en masse to get the best deals. Now, it seems that it’s more important for marketers to get their best deals on Thanksgiving Day online and through mobile push marketing. Even Black Friday is now as much about online as it is about in-store sales and revenue, so we’re seeing a huge shift in terms of where brands are finding consumers and delivering relevant content,” he explained.

“Largely the behavior thus far has been to browse and view on mobile and then complete the sale over desktop or offline. As m-commerce picks up and the maturity and ease of mobile payment systems pushes forward, there is promise of mobile becoming a preferred channel for transactions, even on a traditional in-store shopping day like Black Friday. In time, we will see the mobile revenue on Black Friday gradually catching up to the amount of mobile traffic that brands receive.”

However, so important has this holiday period become that retailers are trying to expand their offers and prolong the shopping period, with Walmart having revealed its plan to make it a five day experience with deals beginning on the morning of thanksgiving itself to capture online customers.

Rivals Best Buy and Target also revealed their sales items a fortnight in advance in order to drive hype and awareness, with sponsored tweets and promotions being used to promote individual deals.

“Black Friday is a double-edged sword for most digital marketers. We know consumer engagement is going to be unusually high so it’s an ideal time to try and capture their attention, but we also know that all marketers are having the exact same thought so it can be difficult to stand out in such a crowded space,” warns advertising technology company Spongecell chief executive, Ben Kartzman.

“This year, smart digital marketers will focus on delivering a dynamic experience for shoppers that they haven’t necessarily seen before. We recently completed a campaign with a young adult clothing retailer that dynamically pulled in its latest collection right into the ad. Consumers were able to browse the catalog, view prices and click-through to the item right from the ad. Prices were automatically updated as the retailer introduced new offers.  Shoppers could also toggle between an embedded video, offering additional opportunity from them to learn about and engage with the brand.

“This Black Friday, digital marketers would be wise to use a similar strategy to dynamically engage consumers during such a busy online day of the year and stand out among the static and generic ads shoppers are typically encountering.”

Concurring with the need to creative informative and engaging strategies for retail online as much as off, Amanda McCreary, senior product marketing manager of online content platform company, Acquia, says that providing content that informs and inspires the consumer in their need to find the presents they are seeking is key.

“The online environment is the perfect medium for brands to engage consumers and provide that highly-valued content, however it is often disjoined from the shopping experience. Many brands have fallen into what Forrester Research calls the ‘Two-Site Syndrome’, with one site containing the product catalog, and another containing the rich, engaging marketing content. When this happens, the exploration and shopping experiences become disjointed, and leaves revenue on the table,” continues McCreary, who recommends that brands focus on the creation of content-driven commerce experiences online alongside integrated

To combat the issue this year, brands should focus on creating an integrated content-driven commerce experiences online: “Integrating content and commerce is a huge opportunity brands simply can’t pass up on.”

However retailers have not forgotten their physical presences are looking to join the online and offline worlds, demonstrated by Target’s announcement of a partnership with Point Inside to raise in-store engagement and improve the customer shopping experience across 1,934 store ahead of the holiday period.

Mobile advertising technology company xAd reveals to The Drum that it is witnessing several retailers and brands turn to its location based technology Footprints, currently being tested in Beta, to visualise real-time location ad requests and present live instore footfall.

Meanwhile, paid for search budgets are also expected to grow again this holiday season, with revenues growing by 23.6 per cent in 2013 for Black Friday according to Kenshoo’s Global Online Retail Seasonal Shopping Report.

Lessons will also have been learned following Albibaba’s record success during China Singles Day, where it took over $9.3bn online within that 24 hour period alone.

Technology has revolutionised retail and continues to do so. Black Friday and the holiday season exemplifies that revulsion better than any other time of year, and is more critical for business to maximise than any other period across all sales platforms. That will continue to be the case as long as the human race feels the need to spend hard earned money on possessions.