IntelligentlyON Quiet is the new loud

1. IntelligentlyON Quiet is the new loud Microsoft Digital Trends In our busy lives, technology can heighten feelings of information overload and chaos. People are seeking time away from a constantly connected world and looking for a compromise between being always on, and having to switch off. As we move to a more pared-back and considered relationship with technology, we expect brands to be a part of this shift and to understand that sometimes we just really want some quiet in our lives. A new intelligent way of being on must also ensure that we are not entirely cut off. Technology should intuitively create a new clutter-free and productive way of living. Not always off. Not always on. IntelligentlyON. “I’m looking for control over my devices and technology, but also have information pushed to me at the right time. Technology needs to be smarter and sense what you want without asking.”Early Adopter interviewee Key measures Already, 46% of global consumers are aware of digital devices and services that offer filtered messages, calls, alerts, and content at different times in order to give more quiet and peaceful moments. Additionally, 55% are interested in future technology that will be able to predict when users want or need to be connected, and to switch on or off automatically. And more than half (54%) of consumers expect brands to know when the right moment to talk to them is. Big opportunities Brands need to tune in when their audience needs them most, or there won’t be anyone listening. This means learning when to disappear and making every interaction necessary, not hopeful. Keep communications simple, minimal, and relevant. Be the brand that brings quiet into people’s lives and use data to get to know your audience properly. We So now…? You can change the settings on your phone so that updates only come through at certain hours of the day. This means no more emailing in bed, or texting over dinner. What if…? Technology understood your mood and context and knew when to speak up and to be quiet. For example, you want to use your coffee break to relax, so as long as you are drinking coffee, no emails, tweets, or texts will disturb you.

2. How did we find all this out? The Microsoft Digital Trends study was several years in the making but commenced in earnest in January 2013 when Microsoft Advertising partnered with IPG Mediabrands and The Future Laboratory to help brands understand the future of digital behavior and technology. To align with Microsoft’s consumer-first vision, our ambition was to uncover, capture, and track emerging digital consumer behaviors and attitudes that we believe will grow into a global phenomenon. Combining expertise with common research practices across Microsoft Advertising; Microsoft Business Groups; Microsoft Research; and Microsoft Office Envisioning, we created actionable brand toolkits. These can be used by key clients and internal teams to instruct media planning and product development based on consumer data. Methodology Taking the lead from Everett M. Rogers’ theory of Diffusion of Innovations, which identifies that new ideas are adopted and passed from early adopters to the majority and laggards, we undertook a series of qualitative and quantitative steps. Qualitative exploration Interviews with 45 early adopters were conducted across the UK, USA, China, Brazil, Sweden, and Czech Republic, covering a range of topics including • changing behavior and attitudes to technology and digital services. • All respondents completed a three-day online diary exploring the role of tech/digital services in their lives prior to taking part in in-depth interviews to provide further understanding of their motivations, behaviors, and attitudes to these technologies. • These “switched on” consumers were both males • and females between the ages of 18 and 44. • One-hour interviews with experts across Microsoft and IPG Mediabrandswere also undertaken. • Quantitative exploration • An online survey with regular and heavy Internet users in UK, USA, China, Brazil, Sweden, Czech Republic, Russia, and Germany was conducted. We interviewed circa 1,000 respondents in each market, 8,055 in total. • We measured their awareness, engagement, and intent to participate with trends in the future, as well as their likelihood to engage with brands who deliver experiences that align with these trends. • Further validation of the trends and their brand implications were captured through a series of workshops with Microsoft and IPG Mediabrands. Find out more: contact http://advertising.microsoft.com/international