Trends

What we look out for

• Behaviour — where people search and how they buy
• Technology — what becomes possible and what disappears
• Regulation — privacy, measurement and advertising rules
• Channels — where attention is shifting

Hype or shift

The difference lies in the behaviour underneath. A platform that grows because people do something there they couldn't do elsewhere is a shift. A platform that grows because it is in the news usually isn't. We look at the former.

What it means for you

A trend report without conclusions is just reading material. Every development comes with the question of whether it affects your market, over what timeframe, and whether you need to act now or only in a year. Often the answer is: not yet.

Not every change calls for action

Moving with everything costs more than it delivers. Most developments you can afford to wait and see; whoever is early to everything pays the learning costs for the rest of the market.

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