Kantar-尋找未來：全球新興趨勢(shì)報(bào)告

TECH-Finding

the

Future

seriesENABLEDLI

FEGLOBAL

REPORTWhat

awaits

us

in

theworld

of

consumer

te

ch?1.2.3.4.5.Introductionand

frameworkConsumertrendsThe

innovationangleThe

sustainabilitynarrativeConcludingthoughtsClick

to

navigateInt

roWelcome

to

Kantar’s

Findingthe

Future

series,your

guideto

the

latest

global

trends.BylayeringhumaninsightandKantar'strendsframework,weidentifygrowthopportunitiesforbrandsacrossmarkets,languages,andcategoriesinreal-time.PoweredbyKantar'sDxAnalyticsInthisissue,weshowcaseemergingtrendslinkedto

consumertechnology(smarthome,personaltech,gaming,communication),enablingbrandsto

mapandidentifyfutureinnovation,growth,andactivationopportunities.proprietarytoolkit,weapplyAIandanalyticsonbigdata(searchandsocial)to

identifyemergingtrendsat

speedandscale.Introductionandframework3Kantar

tren

dsframeworkMacro

driversDiscrete,measurableandsustainedforcesthatchangeandshapetheconsumerlandscape.Organisedby:Datasources:Howto

use:Social,technological,environmental,economical,political,andwellbeingdrivers.Includes

governmentdata,news

reports

andindustrysector

information.Usefulforthinkingaboutoverallbusiness

andgrowthstrategy.Category/ProductexpressionsConsumer

trendsTheresultofshifts

inconsumerexpectations,attitudes,andneedsinresponseto

themacrodriversat

play.Leading-edgemanifestationsofenergyinanymarket.Includestypes

ofproducts,benefitsandingredients.Organisedby:Protection,wellbeing,connections,identity,experiences,flow,status,andresponsibility.Datasources:Attitudinal

andvaluessurveys,social

data.Howto

use:forbrandstrategy

andpositioning,marketingcommunicationsandcontentcreation.Organisedby:Datasources:Social

andsearch,panelandindustry

data.Howto

use:Product

innovation,renovationandcommunications.Newproducts,

services,subcultures,messagingcampaigns,etc.LeveragesKantar'sDxAnalytics

proprietarytoolpoweredbybig

data

and

AILeveragesKantar’sproprietary

attitudinaldatabase:Global

MONITORIntroductionandframework4How

wedid

it?We

looked

atover

35bn+

Google

searcheslinked

to

190+

topics

spanning

8k+

trendsglobally

over

aspan

of

five

years

to

uncoveremerging

trends.2018-2023202335

billion+8,993TimeperiodPredicteddataDatapointsNumberofsearchtrendsevaluatedIntroductionandframework5The

thre

ekey

pillarsdriving

thenarra

tiveHomeIOTautomationSatelliteinternetaccessHaptictechnologyRobotic

lawnWirelesssecuritycameramowerCompanionrobotHumanoidrobotRobotic

petCobotFixedMobilerobotwirelessGesturerecognitionDomesticrobotWearabletechnologySmartdoorbellSmart

plugChatbotNFCEnableMotiondetectionSmartwatch5GCybersecurityFacialrecognitionsystemawarenessPersonalroboton

tren

dsInternetboteSIMPersonaldataVirtualprivatenetworkITlawProtectEnd-to-EndencryptionDigitalMarketsActInteractivemapPC

GameEntertainTwofactorauthenticationCloudgamingRealtimestrategyWhatdoconsumers

want?DigitalcitizenMultiplayervideo

gameHow

does

the

evolving

contextof

search

translate

to

trends?VoicechatinonlinegamingPrivacypolicyMulti-factorauthenticationCybercrimeOnline

gameCrossplatformplayEsportsCyberbullyingDigitalServices

ActVideo

gamemoddingIntroductionandframework6Resul

ting

in

six

consumerled

te

ch

tren

ds1.2.3.4.5.6.Tech

getsconversationalHealthon

meHarmonising

integrationwithinthesmart

homeUsheringintheera

ofPrivacyandprotectionGaming

rede?nedadvanced

connectivity1Tech

get

sconversationalSpeech

advancements

make

tech

morehuman

and

commerce

conversationalTrendTOPICS

THAT

CONTINUE

TO

BEON

THE

RADAR

BUT

ARE

DECLINING

YoYInternetbotAvg.

monthlysearchde?ni

tion20m-4%Roboticlawnmower1m107k66k-19%Roboticpet-9%The

rapid

advancement

within

the

roboticsecosystem

is

creating

agrowing

needfor

AIbased

social

robots

that

are

viewed

as

friends,mentors,

soulmates

rather

than

machinesdesigned

to

deliver

specificfunctions.Remotecontrolrobot-11%Source:Search

data-50%050%TOPICS

THAT

ARE

GAINING

SIGNIFICANT

TRACTION

AND

MOMENTUM25m+Avg.

monthlysearchChatbot3m+131%HumanoidrobotAverage

global239k176k+10%monthly

searchesCobot+3%Source:Search

data0140%Consumerneed:

Enable9Consumer

needTherefore

what

lies

ahead?DISRUPTIVE

TOPICS

RANKED

BY

GROWTH

(YoY)Source:Search

dataThereisagrowingacceptanceofroboticcompanionsastheymakegradualinroadsintothehome.Consumersappearto

be

interestedandareseekinginformationaboutrobotsenabledbytechnologyfromacrossthespectrum.Buddy,Aibo,Loona(ChatGPT)EMO,

Ameca,andSophiaareexamplesofcompanionrobotsforchildren,adults,andolderpeople.Functionalitymovesto

thenext

levelasthedemandandutilityforsociallyassistiverobotscontinue.As

AIgets

increasinglyembedded,thereisaneed

to

take

astepbackandconsiderif

ethicalguidelinesareinplace.Whatkindofdataintegrityandsecurityproceduresareinplace?Isthereamechanismthatensuresthesystemsareregularlyauditedto

ensurefullcompliance?Theunfoldingscenario,whilefascinating,isunsettlingandraisesethical,legal,andsocialissues.+18%+11%+10%+1%NEWCompanionrobotMobilerobotHumanoidrobotPersonalrobotDomesticrobotINTEREST

IN

HUMANOIDROBOT0.35m0.3m0.25m0.2m0.15m0.1mCore

consumer

needslinked

to

this

trend.0.05mSource:Search

data0201820192020202120222023PerformtasksEntertainConverseConsumerneed:

Enable10How

bran

dsare

alre

adyinn

ovatin

gto

addressthis

tren

dQ-bear:

AI

babycryingtranslator

uses

AItechnology

toanalyseandrecognisebabies’needsfromdi?erenttypesofcriestohelpparentsreactmoreeasily.

Therearefouridenti?ableneeds:

hunger,

adirty/wetdiaper,

sleepiness,

andaneedforcomfort.

Q-bearcanalsodetectababy’sdiscomfortlevelforparentstounderstandtheirbaby’shealthStarbucks

Barista

hasbeenusingchatbots(since

2016)to

helpconsumersordertheirfavoritedrinkorsnackthrough

voicecommandsortextmessaging.Thechatbot

willtell

you

when

yourorder

willbeready

andthetotalcost

.3situationfurther

.1ElliQ:

Arobotic

companion

for

the

elderlyhelpstheagingstay

active,connected,

andengaged.

Builtprimarily

to

addresslonelinessandhealthyagingissuesby

establishingarapport

withitsowner.

Itusescognitive

AIto

initiateinteractionsandbuildrelationships.

Thepurposeisto

initiateconnectionsthathittherightnote,

providecomfort,

reducestress,

andEVE

embodiessafety,

balance,

andintelligence,

makinghertheepitomeofasmartande?cientandroidinthe

workforce4.motivateusers

.2Consumerneed:

Enable11S

o,

what's

nex

t?Macro

drivers

that

areaccelerating

this

trend123????Increasinglytime-poorlivesRiseinsingle-adulthouseholdsAI

with

empathyGreater

inclusivityImmersive

andconversationalDelayed/Nomarriageorlong-termpartneringUrbanmigrationandlackofcommunity,network,andsupportAIhasthepotentialto

makethetoolspeopleuseinmodernlifemorefriendly,andhuman-like,preservingsomeofthebenefitsofsocialcontactandbehaviour.ConversationalAInotonlybringseveryoneintotheconversation,butit

alsohelpstogivemorepeoplemoreaccessibleaccessto

skilled,team-basedwork,allowingthemto

easilyconversewithteammembersthroughbrainstorms,thinktanks,andmore.Additionally,morepeoplecanfindwaysto

conversewithbrandsandservicesmoreintuitively.Peoplewillseekmoreimmersiveandconversationalwaysofabsorbingcontent,fromConversationalAIreadingaudiobooksto

lecturesto

entertainment.Thefutureofentertainmentisbothimmersiveandhumanlyresponsive!??Increasing

demand

forhyper-personalisation,automation,andoutsourcingoftimeandenergy-intensivetasksHigherdemandforinclusivityofneurodiversityintheworkplace??AgingpopulationsOverstimulationfrommessagingoverloadTitle122Health

on

meFuelling

the

age

of

hyper-personalisationTrendTOPICS

THAT

CONTINUE

TO

BEON

THE

RADAR

BUT

ARE

DECLINING

(YoY)TelemedicineAvg.

monthlysearchde?ni

tion1.6m-7%Activity

tracker1.5m2.5m-6%Electronichealthrecord-5%Source:Search

dataThe

needfor

personalisation

continues

to

soar.Healthand

wellbeing

are

atthe

center

as

consumersseek

holistic

medical

grade

wearables,

technologyand

diagnostics

as

part

of

a

healthy

lifestyle.-50%050%TOPICS

THAT

ARE

GAINING

SIGNIFICANT

TRACTION

AND

MOMENTUM32m+Continuousglucosemonitor+47%Avg.

monthlysearch429kSleeptracking279k+36%Average

globalSmart

watchmonthly

searches30.6m+14%Source:Search

data0%100%Consumerneed:

Enable14Consumer

needTherefore

what

lies

ahead?INTEREST

IN

CONTINUOUS

GLUCOSE

MONITORINGInlinewiththeirdesireto

exertgreatercontrolovertheirhealthandwellbeinggoals,consumerscontinueto

seekaholisticviewoftheirhealth,therebygravitatingtowardsnext-generationtechthatenablesdevicesto

getinsightsondemandandonthego.Datawillcontinueto

becomeavaluablecommodityforbusinessesandconsumersalike.Thedependenceonappsandwearablesto

augmentandmodify

emotionalandphysicaltriggerswillshownosignsofabating.Brandswillbe

expectedto

connectthedotsandcurateanofferingthatkeepstheconsumer'sindividualandpersonalneedsanddatainmind.Preventativemovesto

anewlevel,forecastingto

enableoverallwellbeing.0.6m0.5m0.4m0.3m0.2m"Definitely

aunique

wearable

–Great

getting

alookbehind

the

curtains

as

far

as

my

daily

blood

sugargoes.

It

helped

me

notice

patterns

and

identifyproblematic

foods

and

habits."0.1mSource:Search

data0201820192020202120222023Core

consumer

needslinked

to

this

trend.Social

expressionsContinuousmonitoringRealtimeandaccuratereadingEnhancedbysensors++Diagnostic,integratedwithotherdatapointsConsumerneed:

Enable15How

bran

dsare

alre

adyinn

ovatin

gto

addressthis

tren

dMovado

introducesitssmartring,

Evie,

designeduniquely

for

womento

tracktheirmenstrualcycle,

mood,

menopause,

andbeyond.

They

arepositionedasamedicaldevicechallengingthestatusquoofsimilaro?erings

withinthe

wearablesspace

.6Nutrisense

o?ersacontinuousglucosemonitoringdevicethatarmsAn

AI-poweredbrainbrandbyFrenz

thatuses7-in-1sensingtechnology

toconsumers

withpersonalizedreal-timedatacorrelatingtheresponseenhancesleepby

continuously

monitoringheartrateandbrainactivity

.7ofglucoselevelsspeci?cto

food,

exercise,

stress,

andsleep

.5Consumerneed:

Enable16S

o,

what's

nex

t?Macro

drivers

that

areaccelerating

this

trend12?Growingunderstandingofmental,physicalhealthandthesciencebehindPersonal

health

forecastingIn-moment

and

real

time??Inequalityinaccessto

healthcareIncreasedriskofhealththreats–pandemics,drugresistantbacteria,NCDs(Noncommunicablediseases),andenvironmentalrisksWellnesstechbecomesintuitiveandeasyto

incorporateintoourlives.Beyonddiagnosisandtracking,it

willenablein-momentadvice,strippingouttimeandcostfrictionsofawaitingmedicaladvice.Imaginethepossibilitiesforanin-momentdetailedunderstandingofevenmildallergicreactions,digestivediscomfort,ormentalandemotionaldiscomfort.Tech

givesusin-momenttrackingat

ourfingertips.Considertheriseofingestibletech(capsule-sizedmicro-camerasthatcanilluminateanddiagnoseactivitiesofourdigestivesystems).

Tomorrow,

wemayknowwithinhoursif

ourvitaminsupplementsarebeingadequatelyabsorbedorif

ourgutfloraisoutofbalance,givingusmorepowerto

act

intime.??Riseofalternativehealthinfluencese.g.,

Asianmedicines,Africanbotanicals,andotherancientorculturalphilosophiesRiseinaccessto

DNAtestingandin-homediagnostictoolsBeyondthis,wewillallhaveaccessto

aharmonizedecosystemofourmedicalhistoriesandtrackingthatprovidesourlinkedteamofmedicalprofessionalswithaccurateinformationforfuturediagnoses,personalhealthforecasting,andmonitoring.Title173Harmonisinginte

gra

tion

withinthe

smar

thomeTrendTOPICS

THAT

CONTINUE

TO

BEON

THE

RADAR

BUT

ARE

DECLINING

(YoY)VideodoorbellAvg.

monthlysearchde?ni

tion120k-62%Homesecurity-39%1m577k2mSmart

plug-33%Looking

for

complete

integration

thatsyncs

homeappliances

in

harmony

with

the

Internet

of

Things.Seamlesslyand

smoothly

configured

withan

elementof

freedom(without

asubscription)

in

oneplace.Homeautomation-8%Source:Search

data-100%0100%TOPICS

THAT

ARE

GAINING

SIGNIFICANT

TRACTION

AND

MOMENTUM12m+HaptictechnologyAvg.

monthlysearch12m+49%Inductivecharging3m2mAverage

global+47%monthly

searchesSmart

lock+16%InternetofThings6m+7%Source:Searchdata0100%Consumerneed:

Enable19Consumer

needTherefore

what

lies

ahead?DISRUPTIVE

TOPICS

RANKED

BY

GROWTH

(YoY)Source:Search

dataWithtechnologygettingembeddedinpracticallyeveryaspect

oflife,theexpectationcontinuesto

growthatitwouldbecomemoreintuitivesuchthatit

caninterpretandunderstandintentions.As

consumersamassmultiplesmartdevicesacrossbrands,thereisagrowingneed

to

haveitallconnectedandcontrolledfromonespace.Smart

homehubsfromAlexa,Amazon,Bosch,andGooglearetopofmindasconsumerstry

to

unify

theirconnectedgadgetsfromasingleapp.Thestrugglesofconnectingdevicesthatoperateacrossmultipleplatformsarereal,giventhedifferentconnectivityprotocols.Matterisanothernewstandardinsmart

homeinteroperabilitydevelopedincollaborationwithApple,Amazon,Google,Samsung,LG,

andmore.Itappearspromisingthankstoitsabilityto

createunifiedconnectivityforthesmart

home.Thechallengeisthatthestandardhasbeen

slow-movingwithfewavailableproducts,sosmart

branding,marketing,andproductdevelopmentarerequiredto

connectwithconsumerneeds.+93%+50%NEWConsideringthisandthenaturaladoptioncurvehaspeaked,consumersmayexpresssomeresistanceordelayinacquiringsmart

homedevices.SmartdoorbellMotiondetectionGesturerecognition"It’s

not

as

easy

as

they

make

itout

to

be…while

Apple

has

relaxed

itsrequirements,

therange

of

supported

devices

lags

comparedto

some

of

the

other

players."Core

consumer

needslinked

to

this

trend.Social

expressionsSeamlessIntegratedHigh-techConsumerneed:

Enable20How

bran

dsare

alre

adyinn

ovatin

gto

addressthis

tren

dOsmo

seamlessly

integratesphysicalgamepieces

withdigitalSynTouch

(Haptic

Data):

Whatshould

yourproductfeellike?How

do

youmakeitfeellikethat?SynTouch

uses‘productfeel’datato

replicatethetextureshumanswantto/preferto

feel.

Thisisbeingusedfornonwovens,

cosmetics,

automotive,games,

allowingplayersto

engagein

variousinteractiveactivitiessuchasdrawing,

coding,

spelling,

andmore

.8paints,

andevenpaper

.9Consumerneed:

Enable21Home

te

ch:ThroughKantar'sBrandDigitalWhile

AmazonandGooglecontinueto

dominatethemarket,

Samsung’s‘SmartThings’

emerges

as

a

challengerbrand,

exhibiting

a

positive

growthof

+18%.

Thedatapointsto

aninterestintheirlatesto?ering,

Station,

whichhasexperiencedagrowthrateof4.5k%comparedto

theprevious

year.solution,

wetracked?veprominentbrands

–

Amazon,

Alexa,

GoogleHome,AppleHomekit,

ecobee,

andSamsung'sSmartThings-from

June

2019to

May2023intheUS

marketto

understandwhichbrandsaredrivingconsumer'sattentioninthetech-enabledWho

is

winningand

what

dohomespace.Ourinquiry

uncoverednoteworthy?ndings:

interestinsmarthomehubshasconsistentlydeclined

overthelastfour

years,

down23%versus

2022.consumers

want?TOP

BRANDS

RANKED

BY

SHARED

OFSEARCH

LAST

YEAR

(MAY

'22

-

APRIL

'23)1.

GoogleHomeAvg.

monthlysearch2.5m-19%2.AmazonAlexa2.4m-32%3.

AppleHomekit-12%599k304k149kParnika

ShrimaliGlobalProductMarketingDirector,BrandGuidanceKantar4.ecobee-42%5.

Samsung'sSmartThings+18%-50%050%Consumerneed:

Enable22Inthepast

year,

Samsung's

SmartThings

has

successfullycaptured

market

share

from

its

competitors.Inlinewiththeoverarchingnarrative,purchaseintentisprimarilyfueledbyStation.StationfromSmartThingsenablesconsumerswithaseamlesssolutionto

connectvarioussmart

productsspanningvariouscategorieseffortlessly.CHANGE

IN

SHARE*

OF

BRANDED

SEARCHES

BY

CATEGORYAmazon-6%AppleHomekitTOPICS

THAT

ARE

DRIVING

INTEREST

OVERALL

AND

BRANDSASSOCIATED

WITH

EACH

TOPIC

(MAY

’22

-

APRIL

’23*)0%Google

HomeAmazonAlexaAppleHomekitecobeeSmartThingsecobee+2%GoogleHome-2%Samsung'sSmartThings+6%-20%020%*%CHANGEinShareinBranded

Search

shows

the

growth

ininterest

forthebrand

out

of

allsearches

inthat

category,forthe

selected

time

period"The

Samsung

Smar

tThings

Stationmight

bemy

new

favorite

gadget.Matter

hub,

wireless

charger,

andhome

control

button

all

in

one.

Itall

works

so

well."Generic44%HowtoFeaturesOther8%HomeHomeIntegration3%PurchaseintentReviews2%Troubleshoot1%Smartsecurityautomationappliances18%10%6%4%3%1%Social

expressionsConsumerneed:

Enable23S

o,

what's

nex

t?Macro

drivers

that

areaccelerating

this

trend12????Increasinglytime-poorlivesRiseinsingle-adulthouseholdsIntuitive

homesSustainable

homesRapidurbanizationandsmaller,optimizeddwellingsIncreasing

demand

forhyper-personalisation,automation,andoutsourcingoftimeandenergy-intensivetasksHarmonizedsmart

homeswillmanageallsafetyconcernshelpingresidentskeeptrackofrisksaroundthemandmanagethemin-moment.Imagineahomethatcanwarnofrisesinpollenorpollutionintheairsopeoplecantake

preventativemeasures,orthehomecanreact

intuitively!Homeswillmanageandreducetheirnegativeimpact

automatically.Peoplewillhaveaccessto

restorativetechnologyandguidanceto

helpmanagetheirhomesmoresmartlyandwithgreaterpeaceofmind.Imagineafuturewherehomesaresetupto

utilisewasteto

generateenergy-reducingrelianceonstrainedpowersystemsandreducingcarbonfootprint!?Riseinawarenessofthetrueenvironmentalimpactofdailyhabits???Fearofenvironmentalharmse.g.,

pollutionGigeconomyandflexible-workingEnergycrisisTitle244Ushering

in

theera

of

advance

dconnec

tivityTrendTOPICS

THAT

CONTINUE

TO

BEON

THE

RADAR

BUT

ARE

DECLINING

(YoY)BandwidthAvg.

monthlysearchde?ni

tion1m-22%Broadband9m-9%Source:Search

data50%0-50%Moving

from

awareness

to

adoption,

the

switchis

beingmadetowards

compatible

tech

devicesto

access

faster

networks

that

help

test

anduse

newer

innovations

in

their

everyday

lives.TOPICS

THAT

ARE

GAINING

SIGNIFICANT

TRACTION

AND

MOMENTUMeSIMAvg.

monthlysearch7m+114%75m+Smart

communications4m62m6m+100%5GAverage

global+37%monthly

searchesNear-fieldcommunication+31%Source:Search

data0%140%Consumerneed:

Enable26Consumer

needTherefore

what

lies

ahead?INTEREST

IN

eSIMSpeed

andsecurityaccompanythecoreneed

forhassle-freetechadoptions.Interestin5GskewsfromcountriesinAsia(Bangladesh,

India,

Nepal)

astechnologymakesits

wayto

theon-the-gopopulationthere.eSIM(digitalSIMthatallowsconsumersto

activateacellularplanfromtheircarrierwithoutusingaphysicalSIM)

migrationalsopicksupsteam.Oncetheunderstandingofthetechnologyisestablished,thenarrativechangesvery

quicklytowardbrandsofferingorenablingit.5Gconversationsareallinthecontextofcellphonebrands.Theraceto

capturetheattentionofthemigratingconsumerlookingto

upgradewithoutbreakingthebankisfierce.Multiplesub-brandsoffering5G-enabledhandsetsemergeto

caterto

thisdemandinAsia.12m10m8m6m4m2m0Poco(Xiaomi),RealMe(formersub-brandOppo),

andIqoo(VIVO)

areallsub-brandscateringto

thisneed.Therefore,howdobrandscreatevalueto

differentiatetheirproposition?Source:Search

data201820192020202120222023"The

5G

coverage

atthis

train

station

is

amazing.Within

30

mins,

Icould

download

the

Fast

&

Furiousmovie

collection

from

iTunes

on

mobile

data!

Iknow5G

is

fast,

butIam

amazed

that

Idownloaded~40

GB

of

movies

on

it!"Core

consumer

needslinked

to

this

trend.Social

expressionsImprovedspeedLowerlatencyBetter

accesstotechenhancementsConsumerneed:

Enable27S

o,

what's

nex

t?Macro

drivers

that

areaccelerating

this

trend123??Increaseintime-shifting,flexible-working,anddigitalnomadismTalent

without

bordersLevel

playing

fieldEmergence

of

newgate

keepersSkillsimbalanceandunemploymentindevelopingmarkets??GenZgrowsintheworkplaceGlobalworkplaceaccessibilityisontherise,addingvalueacrosscontinents.Previouslymarginalizedgroupsindevelopingcountries,includinglow-incomeindividuals,arenowactivelyparticipating.Thismeansyourmosttalentedfinancialdirectorcouldbe

asinglemotherinKerala,benefitingfromadvancedconnectivity.Additionally,theexpansionof5Gisenabling"worktourism,"

boostingeconomiesworldwide.Knowledgeandskillacquisitionarefrictionless,givingmorepeopleaccessto

moreskilledworkandgreaterearningpotential.Workplacesbecomemorecompetitive,givingriseto

betteroutcomesandlevelingtheplayingfieldforall.Anewclassofinter-jurisdictionaltaxexpertsgrowsanddominatestheroleofgatekeeperofworkflowsacrosstheglobalworkplace.TherisinginfluenceofpreviouslymarginalisedgroupsTitle285Priva

cy

andprotec

tionSafe

and

responsible

accessto

digital

as

amustTrendTOPICS

THAT

CONTINUE

TO

BEON

THERADARBUT

ARE

DECLINING

(YoY)TOPICS

THAT

ARE

GAINING

SIGNIFICANTTRACTION

AND

MOMENTUMSource:Search

dataSource:Search

datade?ni

tionAvg.

monthlysearchAvg.

monthlysearchComputerfraud-27%Two-factorauthentication+76%101.6k2.5m8m1.9m4.9m48m5mMulti-factorauthentication-25%Passwordmanager+52%Privacy

continues

to

betop

of

mind

as

consumersincreasingly

rely

ontech

to

enable

and

empower

theirlives.

Their

drive

to

protect

themselves

and

theirpersonal

data

becomes

relentless.

They

are

extremelyintentional

aboutthe

typeof

data

they

share.Antivirussoftware-16%Virtualprivatenetwork+37%Ransomware-12%Cybercrime+17%1.4m1m69m+Privacypolicy-17%Personaldata+15%4m-50%050%Facialrecognitionsystem+16%Average

global2mmonthly

searchesCyberbullying+14%2m0100%Consumerneed:

Protect30Consumer

needTherefore

what

lies

ahead?DISRUPTIVE

TOPICS

RANKED

BY

GROWTH

(YoY)Source:Search

dataConsumersaretakingmattersintotheirownhandsto

protectthemselves.Theconsistentriseofdatabreachesacrosstheglobecontinuesto

fuelthisdistrust.Thistensionispalpablebasedonsearchbehaviourastheyseekinformationandlearncoursesto

betterequipthemselves.Thereisaneed

to

rebuildtrust.Consumerswantto

be

inthedrivingseat

withtheabilityto

opt-outeasilyandrevokeaccessto

theirdata.Do

privacypoliciesneed

asimpleoverhaulthatclarifieswhat,when,andwherecustomerdatawillbe

used,alongwithwhohasaccess?Brandsmustactivelydifferentiatethemselvesthroughdeliberate,positivemeasureswithinthisarea.+358%+171%+9%+67%+59%+30%DigitalmarketsactDigitalservicesactEnd-to-endencryptionDigitalcitizenCybersecurityawarenessITlawINTEREST

IN

END-TO-END

ENSCRYPTION0.6m0.5m0.4m0.3m0.2mCore

consumer

needslinked

to

this

trend.0.1mSource:Search

data0201820192020202120222023TransparencyEasytounderstandTheft

preventionConsumerneed:

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protector

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11.Boris

the

BabyBot

isthe

world’s?rstchildren’s

bookaboutsurveillance.Deeptrace,

theDutchcompany,

claimsto

bethe‘a(chǎn)ntivirusfordeepfakes';

the?rst-to-marketdeepfakedetectionsolutionisdesignedto

guaranteetheintegrityof

visualmedia.

DeeptraceseesthesameadversarialmachinelearningandIto?ersbasic

visualreferencesforinvisibleandabstractconceptsofdatacollection,

whichhelpshapeachild’sawarenessoftheseprocesses

10.computer

visionusedto

createdeepfakesasaprimary

toolfordetectingthem