Back in January, a few Pita peeps set out to predict the communications trends and innovations we’d see in 2012. Now that the year is almost over, we’re taking a look back to see how clearly we were able to envision what this year would bring:
Prediction: We’ll see growth in websites and mobile apps that aggregate information and streamline data.
Result: This idea has gained momentum in 2012. Apple’s Passbook, which acts like a digital wallet, allowing users to scan and store loyalty cards, coupons, movie tickets and even boarding passes, was rolled out as part of iOS 6. Apps like Summly and Pulse aggregate news articles into easy-to-digest snippets.
Prediction: Smart TVs will become smarter.
Result: We hit this one dead on. Gesture control, voice control and even facial recognition are now features of some smart TVs. As they’ve gotten smarter, they’ve also gotten more popular—25 percent of the televisions shipped worldwide in the first quarter of 2012 were smart TVs.
Prediction: eReaders and tablets will continue to grow in popularity, meaning an even larger focus on digital marketing solutions.
Result: Sales of tablets went from 60 million in 2011 to a predicted 122.3 million by the end of this year—an impressive increase in popularity. The launch of the iPad mini and revamp of the Kindle Fire may have played big roles in fueling this growth, especially around the holiday season, but there’s no doubt this is one trend that’s here to stay. The International Data Corporation (IDC) has already set predictions for tablet sales through 2016, and the number continues to soar. With the rise of the tablet comes the fall of the eReader, however. It seems that most people are forgoing the single-purpose use of an eReader in favor of the do-it-all tablet.
Prediction: Online video will continue to skyrocket.
Result: With a 55 percent increase, online video was the fastest growing advertising format in 2012. According to a June 2012 comScore survey, 84.8 percent of the Internet-browsing population in the U.S. watched videos online. There’s no denying that video is a powerful vehicle for delivering content, and that its growth won’t end as we say goodbye to 2012.
Prediction: Companies will explore brand journalism, writing their own content and news.
Result: Leveraging their websites, blogs and social media channels, companies have continued to embrace the concept of brand journalism over more traditional PR in 2012. Companies like Cisco and Coca-Cola have led the way in what has become a new best practice for companies that want to effectively communicate to their audiences.
Prediction: Google’s competitor to Siri will launch.
Result: Google added Voice Search to its iOS app in October, and, while not perfect, it was widely considered superior to Siri thanks to its speed and accuracy of answers.
Prediction: We’ll see a strong focus on mobile considerations in design and accessibility for the Web.
Result: This prediction rang true in 2012. Worldwide, mobile page views accounted for 10.1 percent of all Internet traffic (up from just 5.8 percent at the end of 2011). As mobile Internet browsing has increased, so has the importance of mobile optimized websites. As a result, responsive Web design was one of 2012’s biggest interactive trends—one that’s sure to stay, given that estimates show only 21 percent of all websites have been optimized for mobile. Considering that the IDC forecasts that more people in the U.S. will access the Internet with a mobile device than desktop computer by 2015, we’re sure that the focus on mobile optimization will continue into 2013 and beyond.
Prediction: Apple will launch a smart TV.
Result: While this seemed almost a sure thing at the beginning of 2012, by the end of the summer Apple was saying that its launch wasn’t in the immediate future, and there were even rumors that the project wasn’t moving forward at all. It seems that problems with access to TV networks are to blame.
Overall, we’re happy that most of our predictions came to fruition in 2012. But don’t ask us for a palm reading—we’ll stick to predicting trends in the ever-evolving worlds of marketing, interactive and productions. Did you make any successful (or failed) predictions for 2012? We’d love to hear them!