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Best of 2016: Top consumer trends

News, 29 December 2016

Young and high-net worth audiences were a big concern of Warc subscribers looking for consumer trends papers in 2016, according to our ranking of the most-read articles of the year.

Top of the most-viewed list was Consumers in 2016: Generation ‘swipe’ - a chapter of Warc’s Toolkit report. The paper suggested that “Generation Z” have significant purchasing power, and are maturing into 'grown-up' product categories more quickly than previous cohorts.

Other big trends discussed by the article include the centrality of mobile to the Gen Z media experience, and the rise of 'microcelebrities', on YouTube in particular.

The second most-viewed consumer trends piece of 2016 turned to another area of crucial concern to many in the industry: shopper marketing. Among the 10 shopper trends uncovered by the article were the impact of new tech on the retail experience, including reducing the role of sales assistants, minimising friction on the purchase journey and giving rise to social shopping.

Carat’s top 10 trends for 2016, by Dan Calladine, came third. These trends involved two big themes: the rise of closed, competing ecosystems and the development of artificial intelligence (AI) and actionable measurement.

A more sector-specific article came fourth on the rankings. The Global luxury goods trends report, from research firm Euromonitor, discussed the future of the global luxury goods industry, including changes in key markets, the impact of luxury wearables and how brands are looking for more meaningful 'luxury experiences'.

Euromonitor said that Hong Kong is forecast to be one of the luxury industry’s weakest performing markets to 2020, and a regional power shift in Asia is pushing shoppers and retailers to seek alternative growth hubs and luxury shopping destinations.

Finally, a short piece on one of the year’s big consumer crazes came fifth on the rankings. Pokemon GO and the next wave of augmented reality analysed the Pokémon GO phenomenon - which itself is predicted to be a tipping point for augmented reality technology.

Data sourced from Warc