GETTING AROUND

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BEHAVIOURS IMPACTING COMMUNICATIONS

COMMUNICATIONS 2

A highlight of four emerging behaviours that are impacting the way we communicate.

COMMUNICATIONS

1. SOCIAL SUPPORT

2. BOT BANTER

3. SOCIAL STREAMERS

4. SHARED IDENTITIES

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1. SOCIAL SUPPORTNew parents are finding solace on social media

Between dirty nappies, sleepless nights and worrisome rashes, being a parent is tough. Building a family is meant to be one of the happiest experiences for new mums and dads, but it’s all too often isolating. Now, they’re finding solace on social networks.

OF DADS USE FACEBOOK WEEKLYSocial Media Link, 2016

91%

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1. SOCIAL SUPPORTIn practice

Hello Mamas is a social network designed by and for mothers. The site uses geo-mapping and personality matching technology similar to dating services to help mothers turn their web-based conversations into actual friendships.

Hello Mamas

OF DADS USE FACEBOOK WEEKLYSocial Media Link, 2016

91%

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2. BOT BANTERPeople are speaking to brands via AI

Social media has streamlined customer service from calls and letters to tweets and Facebook posts. Now, algorithms from major tech players like Microsoft and WeChat are taking over from humans to provide instant support.

OF AMERICANS SAY THEY WANT TO MESSAGE BUSINESSES BECAUSE IT’S FAST AND CONVENIENTTwitter, 2015

65%

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2. BOT BANTERIn practice

Alexa is a voice-controlled AI – a chatbot-style service capable of completing a number of simple and complex commands, ranging from turning on music and setting reminders to ordering products from the Amazon store.

Amazon Alexa

OF AMERICANS SAY THEY WANT TO MESSAGE BUSINESSES BECAUSE IT’S FAST AND CONVENIENTTwitter, 2015

65%

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3. SOCIAL STREAMERSPeople are broadcasting to friends

Selfies, food porn and tweets have seen social media evolve from a communications tool based almost exclusively on reciprocity into a form of social currency – a way to broadcast who you are. Now, these platforms are providing the tools to enable us to do it in real-time.

OF ALL CONSUMER INTERNET TRAFFIC WILL COME FROM VIDEO BY 2017Cisco, 2016

69%

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3. SOCIAL STREAMERSIn practice

Facebook Live – which enables users to stream videos up to 30 minutes long onto their feeds in real-time – has been used to document everything from a live birth to Q&As with scientists, as well as providing teens with an opportunity to ‘hang out’ with friends online.

Facebook Live

OF ALL CONSUMER INTERNET TRAFFIC WILL COME FROM VIDEO BY 2017Cisco, 2016

69%

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4. SHARED IDENTITIESPeople share online to project their values

Who are you? A loving father? A socially-conscious urbanite? Or a beauty maven? Over two-thirds of people share on social media to give others a better sense of who they are, with every article, quiz and meme feeding into a developing online identity.

OF PEOPLE SHARE TO GIVE PEOPLE A BETTER SENSE OF WHO THEY ARE AND WHAT THEY CARE ABOUTSherry Turkle, MIT psychologist and cultural analyst

68%

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4. SHARED IDENTITIESIn practice

Wishbone is a this-or-that voting app that blends lightweight entertainment with user-generated content to encourage Gen Zers to give their opinions on a breadth of topics, and share their personal tastes with their mates.

Wishbone

OF PEOPLE SHARE TO GIVE PEOPLE A BETTER SENSE OF WHO THEY ARE AND WHAT THEY CARE ABOUTSherry Turkle, MIT psychologist and cultural analyst

68%

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