Phenomblue is an agency of strategists, designers and engineers using technology to connect people and brands.
Since William Taylor founded the first advertising agency in 1786, most advertising efforts have focused on recognizing trends in the marketplace and aligning brands with those trends. Through the iconic print ads of the mid-1900s and the groundbreaking mediums of radio and television that defined the 20th century, brands transcended sales and marketing while becoming a part of pop culture and creating new behaviors.
This group is not just a standalone demographic defined by age, geographic location or affluence. They are trendsetters.
The rise of technology ushered in an evolved generation of consumers who are proactively engaged with brands, calling for persistent relevance and using digital devices to facilitate nearly every aspect of their lives. But this group is not just a standalone demographic defined by age, geographic location or affluence. They are trendsetters. They fuel a community of behavior adoption, an entire population of people influenced by the conversion of technology and everyday life.
They are tweeting during television shows. They are listening to Pandora while they watch Hulu. They are watching HBO GO on their iPad while they text their friends on mobile phones and while they work on laptops at Starbucks. They are 15, 20, 30, 40 and 50. They are men and women. They are moms, dads, sons and daughters. They are students and professionals. They are connected. 24 hours a day. 7 days a week. And they demand utility in a crowded marketplace of shiny objects.
They Spend $200 Billion Annually
Internet Devices
This group has an increasing dependency on mobile connected devices. On average, members of this group own two to three devices per person and more than 75% of them are comfortable making small and large (>$500) purchases on these devices. More than 40% of this group uses the internet to make 75% of their life decisions.
They Spend $200 Billion Annually
Multi-Tasking
Over 90% of this group’s media interactions are screen-based and this group spends more than 4 hours of leisure time in front of screens each day. 80% of this group report using two or more internet devices while watching television. This group wants to contribute to the content they consume, and they have the attention span to commit to doing it. For this group, the average time spent per interaction on their smart phone is 17 minutes and over 30 minutes on a tablet.
They Spend $200 Billion Annually
Brand Loyalty
This group forms fierce brand loyalty, with 70% saying they always come back to the brands they love. 40% of this group also claimed a preference for buying local, even if these goods or services were more expensive than mass-market alternatives. This is a group that’s willing to pay for what they care about. This group is reinventing the boutique shop both on and offline.
They Spend $200 Billion Annually
Purchase Decisions
Whether in person or online, this group is making near term and future purchase decisions constantly. 80% of smart phone use for this group is spontaneous, and more than 40% of that activity is search related to accomplishing a goal. These spontaneous “micro-moments” contribute to more than 80% of smart phone shopping, which is 59% of in-home purchasing for this group.
They Spend $200 Billion Annually
Trusting Strangers
This is a group defined by the groups they associate with. 84% of this group said social opinions influence their purchase decisions, and 51% said they trust "strangers" more than friends. Social structures and complex interaction models define the “herd” movement of this group’s activity.
They will spend $10 trillion over their lifetime
Spending Approach
This group consistently bucks spending trends valuing a different experience. For example, in an otherwise flat travel marketplace, this group’s spending has risen more than 34% since 2009 making them the fastest growing segment today. However, driving this growth is not an increase in dispensable income nor is it hotel property renovations or increased amenities. It’s the increased popularity of tools like Yelp and the adoption of new services like AirBNB. This group of explorers values the journey over the destination.
This is our focus: helping brands provide real utility to consumers. We do that through interfaces. We do that through software.
We are a brand experience agency.
Thanks to our friends at Google, Forbes, The Atlantic, Bloomberg, Mashable and Bazaarvoice for all your tasty data.