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microtrends - SpectroNet
microtrends Mark J. Penn with E. Kinney Zalesne microtrends From Megatrends to Microtrends 2 Mark J. Penn with E. Kinney Zalesne microtrends The “Starbucks” Economy 3 Mark J. Penn with E. Kinney Zalesne microtrends Microtrends Contradict More affluence, More work. More water, More caffeine. More science, More religion. More technology, More retreat. 4 Mark J. Penn with E. Kinney Zalesne microtrends Sex Ratio Singles Single women in America have soared from 30 million in 1970 to 55 million today – and it’s mostly about the math. 5 Mark J. Penn with E. Kinney Zalesne microtrends Internet Marrieds Internet Dating used to smack of geeky anti-socialness – but now there some 3 million Americans have turned on-line dates into a long-term relationship or marriage. 6 Mark J. Penn with E. Kinney Zalesne microtrends Working Retired 5 million people aged 65+ are in the U.S. labor force, almost twice what it was in the early 1980s. 7 Mark J. Penn with E. Kinney Zalesne microtrends Pet Parents The percentage of households in America with pets (63%) is more than twice the percentage of households with kids (30%). 8 Mark J. Penn with E. Kinney Zalesne microtrends Pampering Parents American parents today are more permissive than ever, and “spare the rod spoil the child” has been replaced with “sit down and have a good long talk.” 9 Mark J. Penn with E. Kinney Zalesne microtrends 30-Winkers The number of American adults who get fewer than 6 hours of sleep a night has grown from 12% in 1998 to 16% in 2005 10 Mark J. Penn with E. Kinney Zalesne microtrends Caffeine Crazies While Americans drink more water than ever, there is also an intense group drinking more high-caffeine, super-energy drinks than ever before. 11 Mark J. Penn with E. Kinney Zalesne microtrends Long Attention Spanners There is a growing group of people who want more information, not less. The average bestseller has grown 100 pages; the biggest grossing movie in America ran over 3 hours; and golf, marathons, and puzzles are on the rise. 12 Mark J. Penn with E. Kinney Zalesne microtrends New Info Shoppers % WHO WOULD RESEARCH BEFORE … Car New computer New doctor Home A vacation Voluntary medical treatment Television Camera New job Hospital Cell phone plan New cellular phone / PDA Internet service plan Maintenance person Vacuum cleaner Apartment Tutor for kids Kid’s programs A significant other Restaurant to eat at Household cleaning product Pair of boots Shampoo All 85 83 83 81 75 74 74 74 73 72 72 72 71 70 58 57 53 51 46 42 32 23 22 People are becoming research addicts. These days, huge numbers of people check the internet for reviews and 13 ratings on virtually every product they buy. Mark J. Penn with E. Kinney Zalesne microtrends DIY Doctors In 2005, 117 million people used the Internet for health-related information. By 2006, that number jumped to 136 million. 14 Mark J. Penn with E. Kinney Zalesne microtrends Young Knitters Teen and 20-something knitters grew from under 3 million to over 6 million -- just between 2002 and 2004. 15 Mark J. Penn with E. Kinney Zalesne microtrends Social Geeks No longer a refuge for the anti-social, technology is embraced by the most social people in America. 16 Mark J. Penn with E. Kinney Zalesne microtrends New Luddites While most of America is crazy about technology, about 15 million people have tried the Internet and quit. 17 Mark J. Penn with E. Kinney Zalesne microtrends Tech Fatales Women and girls drive the majority of consumer electronics purchases in America, outspending men on technology 3 to 2. 18 Mark J. Penn with E. Kinney Zalesne microtrends Car Buying Soccer Moms Most car ads are targeted at men – but women are the majority of car buyers in America. 19 Mark J. Penn with E. Kinney Zalesne microtrends Video Game Grownups As of 2006, the average video/computer game player was 33 years old – with adult women making up a substantially larger portion of the market than teenage boys. 20 Mark J. Penn with E. Kinney Zalesne microtrends Aspiring Snipers 1% of California teenagers say they want to be snipers. 21 Mark J. Penn with E. Kinney Zalesne microtrends Mattress Stuffers In today’s financial crisis, “New Mattress Stuffers” have lost their trust in the financial world, and are instead relying on themselves for protection – with gold coins, home safes, and even guns. 22 Mark J. Penn with E. Kinney Zalesne microtrends Quasi- Government Workers Thanks to 2008’s government bailouts, there are at least 1.6 million workers whose employers have changed suddenly from private sector to partly-owned by (or at least very beholden to) the federal government. 23 Mark J. Penn with E. Kinney Zalesne microtrends Laid-Off Lawyers We are totally unprepared for the surge in Laid-Off Professionals – people who can file claims and write editorials, but can’t build a road or a business 24 Mark J. Penn with E. Kinney Zalesne microtrends Stay-at-Home Workers Stay-at-Home workers now number 4.2 million, a 23% increase from 1990, and nearly a 100% increase from 1980. 25 Mark J. Penn with E. Kinney Zalesne microtrends In A World of Microtrends… Common Values Respect for the Breadth of Human Experience Smarter Ways of Doing Business 26 Mark J. Penn with E. Kinney Zalesne microtrends Interactive Microtrends Microtrends Quiz on Facebook WHICH 1% ARE YOU? Microtrends Contest www.microtrending.com 27 Mark J. Penn with E. Kinney Zalesne microtrends Mark J. Penn with E. Kinney Zalesne
