Future trends: Technology turning "going out" into "staying in" and replacing planning with spontaneity
A new report from drinks giant Diageo which identifies three key social trends for the year ahead, shows that technology will increasingly become be a driving factor in how consumers spend their time.
A new report from drinks giant Diageo which identifies three key social trends for the year ahead, shows that technology will increasingly become be a driving factor in how consumers spend their time.
In the Johnnie Walker and Smirnoff producer's first 'Future Series' trend report, social media and on demand services play a large role in the three social trends which are expected to accelerate into the mainstream over the coming year.
The first predicts that the accessibility of social media allowing people to connect and make plans on a whim will mean that socialising will continue to increasingly become spontaneous and experimental.
The second highlights how the rise in on demand entertainment and delivery services means that consumers are turning occasions which would usually involve going 'out' into hosting friends and family at home instead.
"Enhanced and enabled by digital technology, socialising is becoming increasingly spontaneous and experimental," a spokesperson for the company said.
"The diary is dead. Fixed arrangements make way for spur-of-the-moment socialising that is dictated by the weather, a whim or what's triggered an online buzz. Our time is precious, and with increased and sporadic working hours, we desire more from our free time and crave unique experiences.
"But in 2017, we will also see the home become a destination to host events that previously we would have had to go out to enjoy: our personal theatre, pub and club all turned into one.
"The huge proliferation of on-demand experiences and services is shaking things up and people can increasingly entertain at home with more and more products and experiences available the touch of a button."
The final trend looks at how consumers are looking for exceptional products which are unique and say something about them, rather than just settling for the status quo.
This will be driven by technology, the company says, but also by increasing prevalence of clear nutritional and calorie information on packaging making it easier to manage diets.
It is also expected to be a big year for virtual reality, with the number of active VR users forecasted to reach 171 million by 2018.
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