12 media trends for 2012

Dan Calladine
Carat Global

Nothing changes on New Year's Day; all of these trends are already happening, but will grow significantly over the next 12 months, having a greater impact than in the previous twelve.

This article highlights what we think will happen next year, with implications for brands, rooted in what we have observed this year:

1. Mobile Commerce

As more people have more advanced phones they are more willing to use them to buy things, rather than wait to use a computer. Smartphones outsold PCs in the final quarter of 2010, and quarterly shipments have seen double-digit year on year growth since that. Current levels of smartphone penetration are above 33% for the big in in Europe & the US, and above 50% for several demographic groups in each market.

Lots of data shows that people are shopping via their mobile more and more: 10% of visits to eCommerce sites in the UK come from smartphones, in the US two thirds of smartphone owners used their phones to engage in shopping activity (inc price comparison and product search) in Sept 2011, in Australia, a quarter of Christmas shopping-related searches in 2011 come from mobile devices, and local transactions through Kenya's mobile money service M-Pesa now exceed Western Union's global transactions.