“Lifestyle multi-if-not-hyper-tasking: why micro-convenience, mini-experiences and digital snacks will rule in 2013.”
For those wondering where ‘mobile’ will head next, one behavioral insight should give you plenty to run with: in 2013, consumers will look to their mobile devices to maximize absolutely every moment. Hectic, urban lifestyles mean that no amount of (micro) time will be too fleeting, or activity too absorbing, to cram in more content, connection, consumption or simply more fun.
All of which means the next 12 months will see an explosion in MOBILE MOMENTS: products, services and experiences that will enable mobile-loving consumers to embrace (seamless) lifestyle multi-if-not-hyper-tasking.
We could offer you a deluge of stats on everything from mobile use to addiction, but we know YOU don’t have the time, either, so we’ll just offer three:
Wondering how to apply MOBILE MOMENTS? Why not take any of the other trends in this Trend Briefing (or our previous Trend Briefings) and add a lifestyle-maximization, experience cramming, MOBILE MOMENT dimension?
Still struggling? Check out the examples below for inspiration on how to shave seconds, fill moments or create whole new, on-the-go services:
July 2012 saw Klagenfurt unveil Projekt Ingeborg which provides a virtual library through QR code stickers placed around the Austrian city. Though the city does not have a public library, residents can access classic literature via the yellow stickers which have been placed in locations such as bus stops.
Jana enables cell phone users in the developing world to participate in market research surveys via SMS. The service is able to reward participants with free airtime, and as a result of partnering with mobile operators, reaches nearly 3.5 billion people in over 100 countries.
Snapchat is an app that enables users to share images that can only be viewed by the recipient for a few seconds before they ‘self-destruct’. The developers announced in October 2012 that the service was processing 20 million images a day.
WeChat the global messaging app mentioned in EMERGING² above, contains a number of features that enable users to chat with random strangers. The 'Remote Shake' feature randomly connects two users who shake their phones at the same time, while 'Drift Bottle' allows users to send a virtual message in a bottle 'out to sea', where it can be collected (and read) by another random user.
Pogoseat is an app that enables audience members at live sports events to identify and purchase upgrades to better seats via their smartphone. The app identifies empty seats with the best views, and once users have selected their new seats they are able to enter payment details, purchase, and move.
Going all out on the ever-spreading QR-surface-retail phenomenon, US-based online grocer Peapod.com announced in October 2012 that it was launching over 100 QR-code based ‘virtual stores’ at train stations in major cities including Boston, New York, Washington, D.C. and Chicago. Meanwhile, QR code 'shops' continue to spread. Just one more (of many!): Walmart-owned Mexican supermarket chain Superama has unveiled QR code-enabled kiosks in a selection of shopping centers in Mexico City. Global MOBILE MOMENTS are truly upon us ;-)