DIGITALE TRENDS OG ÆLDRE

ALDERSKOMPLEKSITET

TALLENE BAG ALDERSGRUPPEN (60+)

MEDIEFORBRUG

0

2

4

6

8

10

12

14

16

18

20

Gennemsnitligt medieforbrug(gennemsnitligt timeforbrug per uge)

Totals

60-64

CCS Nordic Benchmark 2010

MEDIEBRUG I LØBET AF DAGEN

0

10

20

30

40

50

60

6-9am 9- midday 12-3 pm 3-6 pm 6-9 pm 9-12 pm 12-6 am

Watch television Read a magazineRead a newspaper Use the internet on a laptop/PCListen to the radio Search for informationTake part in online social networking

CCS Nordic Benchmark 2010

HOLDNINGER TIL INTERNET

0

10

20

30

40

50

60

70

80

90

Totals

60-64

CCS Nordic Benchmark 2010

HOLDNINGER TIL MOBIL

0

10

20

30

40

50

60

70

80

I feel lost without my mobile phone

I like to have the latest mobile

handset

Like get ads on things I'm

interested in on my mobile

Like get news via mobile on things I'm interested in

I often switch off my mobile phone

to escape

My mobile is an important part of

my social life

Mobiles essential 2 stay in touch

wth family/friends

I use my mobile device like a portable PC

My mobile is my main source of entertainment

Totals

60-64

CCS Nordic Benchmark 2010

ADFÆRD PÅ SOCIALE MEDIER

0

5

10

15

20

25

30

35

40

45

50

Authors Commentators Connectors Spectators Inactive

Social Media Segmentation

Totals

60-64

CCS Nordic Benchmark 2010

ONLINE ADFÆRD

0

10

20

30

40

50

60

70

80

90

Transaction Communication Watch & Listen Play Expression Creation & Self-promotion

Inactive

Online Behavior

Totals

60-64

CCS Nordic Benchmark 2010

KR BRUGT PÅ INTERNETKØB

FDIH Dansk E-handelsanalyse 2010

TYPER AF VARER

Fysiske varer: elektronik, bøger og bolig

Ikke-fysiske varer: Rejser, billetter og oplevelser

FDIH Dansk E-handelsanalyse 2010

» UAFHÆNGIGE MEN AKTIVE «

THE NEW PUBLIC SPHERE

CYBERDEMOCRACY

The informed and opinionated consumer

Corporations need to be transparent and exposed

and they must react to bad reviews.

Anne Ellerup, Ph.D og Lektor i Virksomhedskommunikation ASB

People have ’unprecedented access’ to information, largely thanks

to the Internet. Employees can air information; shareholders can

investigate; customers can compare products; activists can research

firms.

Don Tapscoll & David Ticoll, The Naked Corporation

Consumers are doing their own research

like never before, and can quickly tell who is

telling the truth and who isn’t

When you have information, you should disclose it, good or bad, exactly as it is

Don Tapscoll & David Ticoll, The Naked Corporation

Through the Internet, the tools exist for open and effective dialogue;this is what consumers demand

Consumers hunger for transparency; they want to know where their products come from and

know what they contain.

“A lot of the value you put into an object has to do with knowing where it comes from”

Christien Meindertsma – PIG 05049

PÅ VEJ MOD ABSOLUT KONTROL

ABSTRACT ECONOMY

The convergence of media devices will simplify consumers’ daily life and restructure the traditional transaction platform of finance to a new convergent economy.

TANGIBLE MONEY TRANSFORMATION

“It is surprising how the convergence of different technologies havebeen assembled in one mobile/element so quickly as well as thedevelopment of data infrastructure”

- Jonas Fritsch, Ph.D. Student in Interaction Design

“Today you already buy a train ticket or a parking ticket with your phone and I believe that the services that the mobile provide makeour everyday life easier and that’s why it is so powerful”

- Kasper Åkerlund, Digital Director, Carat

Examples

Squareup

And more...Square Card Case App Social payment:

Pay with a tweet

PERSONAL

GATEKEEPERS

People are surfing social media; becoming

personal gatekeepers of information

We call it...

New Push

Corporations

New pushOld push

Corporations

18 % GO TO SOCIAL MEDIA FIRST FOR

NEW INFORMATION

A Facebook campaign to find blood by blood group in Israel saves lives

Natal, the Israel Centre for Victims of Terror and War, created Facebook groups for the 8 different

blood types. Thousands joined, and it now acts as a vital database to use to find blood donors at

short notice, and it has saved lives

Produced by

APPLICATION APPRECIATION

Consumers are not looking for an absolute solution but for tools; they want to be engaged while in the process of solving their everyday challenges. This leaves a valuable gateway for brands to engage the consumers informally.

Usability and utility

”It has to be new and hot, but the most important thing is the utility and the time saving aspect”

- Kasper Bering Liisberg, Host of DR2 Premiere, DR

”Fun is no longer enough, consumers will only use applications that adds real value to the usage situation”

- Casper Henriksen, Digital Strategist, Carat

From serious utilities

To very personal stuff

Daily Burn Baby’s Coming

To not so serious stuff

Over 1 million downloads a day

In total more than 250 millionsdownloads

NEXT TO ME

Consumers are seeking information based on their location and defined by the local. The mindset of constantly being online will further a geographical aspect of our communication.

Location information

“It is possible to gather information about any location in all sorts of depths and directions which opens the culture wherever you are on the basis of a geographic structure.”

- Morten Lervig, Head of Department, Centre for Advanced Visualization and Interaction

”Geotagging will be important for receiving information – information when you need it”

- Astrid Haug, Community Manager at Berlingske Tidende

Facebook places & Foursquare

ExamplesBoligsiden Fastfood Nordic

Kontakt: Miriam Plon Sauermiriam.plon@carat.com26 77 46 50