TrendSights Analysis: Hyper-Connection - How internet-connectivity has revolutionized brand and consumer interactions

TrendSights Analysis: Hyper-Connection - How internet-connectivity has revolutionized brand and consumer interactions


Internet utilization has revolutionized the way by which consumers communicate with brands and fellow consumers. Consumers are now dependent on smartphones and social media as they look to stay connected to both brands and their peers and grow their online presence. For brands, the importance of digital interactivity is high as positive online brand experiences can build consumer loyalty, and this is especially significant in today’s digital world.

In an environment that is rapidly digitizing, consumers no longer passively interact with brands and peers. Internet utilization has facilitated new and novel ways of connecting with brands and communicating with fellow consumers online, and hence the onus is on them to enhance their online presence and connect with the digital consumer.

Trend drivers

  • Technology and social media are now an integral part of consumer lifestyles.
  • Consumers are desensitized to general brand advertising and marketing messages.
  • Consumers are seeking more personalized connections with brands.
  • Consumers demand more meaningful brand experiences and greater involvement in brand content creation.
Consumer targets
  • 18-34 year olds have grown up as digital natives and have the strongest online presence.
  • Over-35s are less likely to trust blogger/user reviews over brand claims.
  • Female consumers are most interested in personalized experiences.
  • Older consumers find the concept of crowdsourcing less appealing.
Brands need to engineer meaningful digital marketing strategies that leverage big data to deliver more personalized messages that are relevant to their target market. Producers can stimulate consumer-to-consumer interactions by partnering with influencers or celebrities, running prize-incentivized campaigns, and exploring subtle product placements. Crowdsourcing projects are an excellent means of facilitating consumer to brand interactions, and brands can crowd source their target market for new products, TV ads, and other content.

Smart technologies will become the focus of marketing strategy and consumers will become truly dependent on technology and social media as a means of communicating. Crowdsourcing projects will become more commonplace to adapt to younger consumers’ growing eagerness to create online. Technological advancement and the uptake of smart technologies and devices will also give consumers an even deeper insight into brands, so producers will truly have nowhere to hide.

The report TrendSights Analysis: Hyper-Connection explores what the trend is, why it is important, who is most influenced by it, and how brands and manufacturers can capitalize on it. The research concludes by identifying where the trend is heading next and how long it will last.

Companies mentioned in this report: Pantene, Pedigree, Snickers, Glade, Smart Water, Doritos, Facebook, WhatsApp, YouTube, WeChat, QQ, Instagram, Tumblr, Twitter, Clinique, Almond Breeze, Cheetos, Coca-Cola, Just Herbs, Starbucks, Heineken, Walkers, Mountain Dew.

  • 33% of 18-34 year-olds say they find being active on social media important, which is 11 percentage points higher than over-35s.
  • Three in five global consumers find the concept of products they have helped to create appealing.
  • Three in five global consumers say they find trying new experiences more exciting than trying new products.
Reasons to buy
  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.

  • Executive Summary
    • Content to help you learn from the past, understand the present, and see the future
    • The desire for more engaging brand experiences drives the Hyper-Connection trend
  • Hyper-Connection
    • Hyper-Connection is part of the TrendSights Framework
    • Hyper-Connection is one of the 63 trends in GlobalData's TrendSights framework
    • Hyper-Connection is part of the Smart & Connected and Individualism and Expression mega-trends
    • Refining digital marketing to engage the digital consumer
    • Hyper-Connection is shaped by a number of drivers and inhibitors
    • Hyper-Connection is interlinked with many other TrendSights trends
    • Which sectors is this trend most relevant to?
    • GlobalData has identified three types of brand-related interactions that occur with consumers
    • Brand to consumer
    • Brands need to engineer engaging digital marketing campaigns to connect with consumers
    • Brand-initiated communication strategies need to be exciting and targeted
    • Personalized experiences appeal to a wide range of consumer groups, particularly females
    • Examples we like: Driving authenticity with value-driven marketing campaigns
    • Examples we like: Marketing campaigns that use big data to understand consumer emotions
    • Examples we like: Marketing campaigns that resonate with target audiences
    • Consumer to consumer
    • Consumer to consumer connections are the most powerful type of digital communication
    • Consumers are mainly using social media to read reviews and follow brand updates
    • Young adults are the most likely cohort to initiate digital interactions
    • Examples we like: Digital campaigns using influencers to promote products in a genuine, authentic way
    • Examples we like: Innovative marketing campaigns that went viral
    • Consumer to brand
    • Brand transparency and crowdsourcing projects can facilitate strong consumer-brand connections
    • Consumers are connecting with brands to find out more information on brand values and views
    • Younger consumers are most likely to connect with brands in crowdsourcing projects
    • Examples we like: Crowdsourced tinted moisturizer and packaging
    • Examples we like: Crowdsourced commercial and pop-up bar
    • Examples we like: Crowdsourcing has significant benefits but can also create challenges for marketers
    • Growth prospects of the Hyper-Connection trend
    • Suggested innovation implications for Hyper-Connection
    • Future opportunities to align with the Hyper-Connection trend
  • Appendix
    • References

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