1. Calories, heart rate, footsteps and sleep. People are fascinated with measuring the everyday performance of their bodies and minds. But where we previously tracked these aspects of our lives simply because we could, we are now pulling together multiple data sets to make discoveries about how to make improvements to our lives. How did one hour extra sleep affect my productivity levels today? Changes in attitudes towards health, fitness and work mean that we are learning to be our own life coaches by looking closely and strategize around the data we collect about ourselves. “There’s enormous potential to make experiences more engaging and meaningful for consumers by helping them link all of their data together” Sue Moseley, Global Chief Performance Officer, Initiative Key measures 51% of global online consumers confirmed that they regularly use digital devices and apps to track their habits, activities and performance every day. ‘I use digital devices to analyze the data and make strategies for living a better life e.g. more productive or healthier.’ 38% are interested in being able to continuously track and analyze their data using devices easily implanted into the body. Amongst the most interested are younger men. And 55% of consumers are more likely to buy a product or service from a brand that helps them to identify how they can make improvements to their lives. My Analytics Be your own life coach Big opportunities Brands now have the chance to help consumers transform their lives, by providing meaningful and useful services. Opportunities exist across the board, from the government and energy sectors to finance, health and wellness, consumer electronics, automotive, retail and CPG. A quick win would be showing that your brand can aggregate different data streams usefully and intelligently – or collaborating with health and wellness brands, to offer products and services that give consumers measurable improvements. In the longer term, brands can collect and aggregate this data on a larger scale and become a driving force towards better health, wellness, financial security and personal achievement. So now…? A number of sports brands offer measurement devices that help users track activity, analyze it and set goals. Different apps are beginning to learn from each other to help users improve their goals. What if…? Your personal mobile tracking device issued a warning whenever you approach food and drinks that you are intolerant to or are avoiding as part of a low calorie diet. Microsoft Digital Trends

2. changing behavior and attitudes to technology and digital services. All respondents completed a 3 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 aged between 18 and 44. 1 hour interviews with experts across Microsoft and IPG Mediabrands were 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. 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