A blend of prominent international judges, strategic use of social media, and ... The biggest viral campaign of the year
The Top 12 of 2012 The social research team at McCrindle Research have summarised the top 12 Trends of 2012 – a dozen of the most talked about social fads in the year that has been.
1.
Pop group of the year: One Direction
There is no doubt that five-piece boy band One Direction was the pop phenomena of 2012. In fact, they were the top Google search term in Australia this year. Discovered after coming third in the seventh series of the English version of the X Factor in 2010, One Direction’s popularity has soared (particularly with teenage girls) worldwide. Their Australian tour this year sold out in minutes, with future shows confirmed for 2013.
2.
Book of the year: 50 Shades of Grey
No other book has caused quite the same mix of popularity, controversy and discussion as E.L James’ 50 Shades of Grey. Originally penned as Twilight fan-fiction, the series has now sold over 40 million copies worldwide and set the record as the fastest-selling paperback of all time...even beating the Harry Potter series. The novel hit its peak in July 2012 (Google searches worldwide peaked at this time) spurred on by much discussion through social networks.
3.
TV show of the year: The Voice
The television show of the year driving conversations in lunch rooms nationally was undoubtedly Channel 9’s breakout hit The Voice. A blend of prominent international judges, strategic use of social media, and raw talent sourced from Australia’s music scene, contributed to the show’s success. The Voice’s first live performances in May 2012 saw #thevoiceau trend worldwide on Twitter and the performance of contestant Karise Eden reach #1 on the iTunes pop charts. The Voice also came #4 in Australia as a new Google search term of 2012.
4.
Subculture of the year: K-Pop
K-Pop, or Korean Pop, is already established as a subculture around the world, but similar to the indie movement, it’s now becoming a main-stream social trend. K-Pop has spawned a massive industry in Seoul, with reality TV shows on every channel seeking the next big thing. In the West we are seeing an emergence of K-Pop in the charts, with tunes such as Gangnam Style’s viral spread and subsequent air-time on mainstream radio forging the way for similar artists. Time reported earlier this year that Seoul’s “Big Three” management companies — JYP, YG and S.M. — have been making moves to break into Latin America, Europe and North America, so it’s clear K-Pop is here to stay.
5.
Technology trend of the year: From digital to real world
2012 saw a turnaround from people meeting social needs through the internet, to people using the internet to develop off-line connections. Meet Up is just one of the many sites facilitating community, with 10.8 million monthly visitors to the site, 11.1 million members and 2 million users RSVPing to events in 45,000 cities. While Facebook hit 1 billion active accounts this year, the 2012 trend has been not relying on social media for relational needs, but using its power to facilitate stronger friendships in the real world.
6.
Social media site of the year: Instagram
The social media “winner” of the year, Instagram was purchased by Facebook in April 2012 for $US1 Billion. While the photo-sharing app is only two years old (launched in October 2010), it already has over 80 million registered users, over 4 billion photos uploaded (5 million per day) and 575 “likes” per second (Instagram 2012).
7.
Viral campaign of the year: Kony 2012
The biggest viral campaign of the year was Kony 2012. The thirty minute film from advocacy group Invisible Children was launched in April 2012. It introduced the world to Joseph Kony and the atrocities he and his rebels committed in Uganda. The film has now been viewed almost 100 million times on You Tube (the sites most viral non-profit video ever) and is “liked” by almost 1 million Facebook users. However, the inevitable backlash questioned the campaign’s perceived simplification of a highly complex issue.
8.
Meme of the year: Gangnam Style
Gangnam Style by South Korean rapper PSY, is undoubtedly the biggest viral hit of the year. With over 415 million views and over 370 million “likes”, Gangnam Style holds the Guinness World Record for most liked video in the history of YouTube. Countless videos have been uploaded of Gangnam wanna-bes trying their own version of the dance, while meme hunting websites have posted thousands of home-made Gangnam memes.
9.
Ingredient of the year: Quinoa
South American and Mexican cuisines are fast becoming the trendiest food-fads in Australia. Alongside the rise of tacos, burritos and wild rice, so called “super foods” and grains from the continent have also soared. Quinoa is one such grain. Originally from Peru and thought to be a staple of the Incas, quinoa is on the rise in Western diets, due to its high iron and protein levels. Now a popular choice for salads, soups and as a rice substitute, quiona is firmly planted in our “foodcabularies.”
10.
Shopping trend of the year: Online fashion
Online retail has continued to grow this year. British fashion brand ASOS has continued its dominion over online retail, but last year’s start-up, The Iconic, is also on the rise. ASOS was one of the most Googled brands in Australia this past year, with the site itself attracting over 13.6 million unique visitors a month (ASOS 2011). The Iconic launched in Australia in late 2011 and achieves 150,000 unique visitors a day, which is about three times the traffic that most of the traditional retailers are getting to their online stores (Alan Kohler, Business Spectator June 2012). McCrindle Research (2012) recently found 63% of Aussie shoppers plan on purchasing at least a couple of presents online this Christmas, showing all the window dressing in the world won’t reverse the online shopping trend.
11.
Fashion trend of the year: Colour Blocking
Colour blocking has undoubtedly been one of the most influential fashion trends of the year. While fashionistas and celebrities flagged this trend in the second half of 2011, it has since become a mainstream fad hitting its peak in April 2012 in Google searches worldwide. Enter “how to color block” into You-Tube and you immediately get over 200,000 videos, teaching you how to “lock, block and load” this look. Other spin-off trends have included colourful jeans and chinos, as well as hair colour blocking, or “balayage”, which is certainly not for the faint-hearted!
12.
Word (or symbol rather!) of the year: #
Twitter was founded in early 2006, but it wasn’t until 2007 that the humble hash symbol (#) found its niche in the digital world. Twitter’s website states the “hashtag” evolved organically among Twitter users, while hashtag.org attributes the idea to early tweeter, Chris Messina. Regardless of where it came from, # is now used by millions to mark keywords or topics, to categorise tweets and help them show more easily in Twitter Search. Over time it has migrated to other social media platforms with Instagram officially introducing the # in early 2011 as a way for users to categorise and share photos. The reason why the # is the word (or symbol!) of the year, is because it has ceased to be only used in written form, and has made its way into our spoken vocabulary. Like LOL uttered instead of a laugh, “hashtag” is now part of our ever-evolving English language. There is even discussion around how to draw the # in the air while in conversation (similar to quotation “bunny ears”) and as researchers we’ve even heard whispers of fervent tweeters getting # tattoos. That certainly is the mark of this generation! Mark McCrindle Mark McCrindle is a social researcher with an international renown for tracking emerging issues, researching social trends and analysing customer segments.
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