Response to emerging technologies: Not everything that shines is gold!

While common thinking suggests emerging technologies will follow a steady path to mainstream because they offer something better than the old, that road ahead is not always linear. In fact it’s often riddled with obstacles. For marketers and investors the key is to assess what will get adopted by a number of different cohorts and ‘stick’ in a reasonable period of time. The flip side of this coin is that there may also be brewing negative attitudes and experiences, pushing against adoption. Below are some assessments on today’s buzz technologies and how consumers and marketers are reacting to them.

Streaming adds to our choices… in a good way? New research commissioned by the ARF’s LA Council to Hub Entertainment Research shows that majority of consumers enjoy a broad range of TV content through both traditional and new channels (69%). However, a small but notable portion (12%) also point out that they are overwhelmed by the amount of programming and pathways to get to good content. While use is a good metric, the negative attitudes are also important to track: If consumer attention continues to get dispersed across channels, will TV/video content consumption see a decline?

AR/VR remains niche: WARC‘s global survey of marketers shows that some of the emerging technology fields such as AR/VR will continue to remain niche.

AI continues to be of interest: Artificial intelligence (AI) remains a big focus for brands as they battle to make sense of, and then apply, the many data sources at a marketer’s disposal.

Interest in wearables and blockchain decline: The same survey notes the wave of interest in wearables and facial recognition has declined. And just 13% expect to invest in blockchain in 2020.