Top Five Digital Consumer Trends in 2018

Introduction

Scope of the Digital Consumer

Key findings

Technology is Reinventing Commerce

Half of connected consumers would be lost without internet access

Technology continues to play a critical role in the evolution of society

Technology has inspired eight of the megatrends shaping the world

Four ways technology is reshaping commerce in the connected era

Mobile internet fuels the democratisation of digital connectivity

Smartphones are enabling many next-gen commerce experiences

The five most impactful trends reshaping digital commerce in 2018

Trend No. 1: Digital Life Converges in Super Apps

Mobile apps first sprouted up around individual activities

Super apps often touch on five main aspects of a consumer’s world

Chinese super apps show the world where the internet is going

Case study: WeChat is the poster child for the super app revolution

Opportunities for stakeholders across the commerce ecosystem

Western tech titans are making strides towards the super app

A tale of two markets: Challenges of exporting super apps to the US

Implications of super apps for commerce players

Trend No. 2: Data As the New Currency

Data has emerged as the world’s most valuable commodity

Consumers expect brands to craft individually tailored stories

Tech plays a key role in enabling brands to craft the “story of one”

The role of artificial intelligence in crafting the “story of one”

L’Oréal : Analysing hair type in order to customise product suggestions

Dynamic Yield: Personalised marketing powered by artificial intelligence

Concerns regarding data privacy continue to plague digital uptake

The European Union’s sweeping privacy laws have global implications

Trend No. 3: Keeping the Tab Open

Technology has reinvented old-school subscription model

New technologies boost old-time subscription models

How the subscription business model benefits both sides

Many popular subscription services were born in the last decade

The subscription model is reinventing some areas of consumption

Internet of Things is expected to further boost subscription models

Home care will likely be impacted by shift to passive consumption

Machine-aided commerce will redefine what brand loyalty means

Trend No. 4: Mobile Wallets Going Global

Consumers in motion propel the expansion of payment networks

China is the biggest market for outbound tourism spend from 2012

Chinese travellers play a key role in mobile wallet globalisation

Apple’s entry into mobile payments gives way to the “era of pay”

Apple Pay’s global expansion follows US travellers to wealthy markets

Samsung Pay follows the South Korean traveller more closely

Global mobile wallet supremacy is another East v West showdown

Trend No. 5: Outlets Will Get Their Tech Injection

Physical outlets are in the midst of a head-to-toe makeover

Digital shifts are changing competitive realities

What motivates consumers to shop in the channel they do?

Consumers are more likely to buy beauty and apparel in person

Consumers demonstrate an increased need to experience more

Key technologies enable more meaningful experiences

Renaissance: Using technology to bring the hotel experience to life

Tottenham Hotspur: Turning the arena into a leisure destination

Tao Cafe: Making unmanned storefronts a reality in China

Red Arrow Tap Room: Putting the consumer in charge

Key Takeaways

Key takeaways from the top five digital consumer trends

---