The amount of information consumers can access is incredible, but the amount of data each human produces is even more startling. Over the last two years alone, 90% of the data in the world was generated. This data is created through searches, social media interactions, communication (email, texts, etc.), digital photos, digital services (Weather Channel, Uber, etc.), and the Internet of Things (voice devices, etc.). By 2020, it’s estimated that for every person on earth, 1.7 MB of data will be created … every second..
Consumers can access information within seconds on an increasing array of devices. As a result, consumer trends are being influenced by people’s ever-growing relationship with their smartphones and the internet, and the impact these devices and data have on their lives. Consumers are aware of this data overload and the pace of change that has occurred. In response, consumers are looking for ways to sort and consume the inputs (and outputs) that are most likely to impact their daily lives.
Being surrounded by increasing “noise” has impacted communication skills as well as our ability to understand the world around us. For some, it has increased the need to become disconnected, while others rely on multitasking to absorb insight.
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