The rise of always-on insights has been driven by the rapid spread of internet-enabled devices. According to Adobe Digital Index, the average internet user in Europe has 6.1 such devices, and millennials have nearly seven.

Not only does the passive user interface continually collect data but through machine learning, it also gains a better understanding of consumer behaviour. Many devices passively collect and distribute information about consumers’ behaviour, and the number of devices that do this will increase throughout 2017, as more consumers demand connectivity as standard on consumer electronics.

A wide variety of brands already collect this data; Spotify’s running platform uses data from fitness trackers to customise its playlist to the user’s performance by machine learning while the Aviva Drive app passively monitors a user’s driving.

There is a huge wealth of data available – so much that brands risk paralysis with indecision if they do not have a clear end-goal in mind.

What does this mean for brands?

The passive user interface will enable brands to better understand consumers’ usage of brand apps, and in turn, to design highly personalised content. However, brands should consider where this data fits into their wider eco-system of information, and whether it should be collected by their own branded devices or software, or through partnerships with other brands. Most importantly of all, marketers should respect an individual’s privacy and the permissions they have granted.

Download Zenith’s 2017 Trends report.

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