Thursday, April 28, 2011

What´s the main trend: F-Factor or Rent-a-mate? What´s a friend nowadays?

Trendwatching´s May briefing is all about digital. The trend presented is F-Factor – where F stands for Friends, Fans and Followers.
Consumers are increasingly tapping into their networks of friends, fans, and followers to discover, discuss and purchase goods and services, in ever-more sophisticated ways. As a result, it's never been more important for brands to make sure they too have the F-FACTOR.
1. F-DISCOVERY: How consumers discover new products and services by relying on their social networks.
2. F-RATED: How consumers will increasingly (and automatically) receive targeted ratings, recommendations
and reviews from their social networks.
3. F-FEEDBACK: How consumers can ask their friends and followers to improve and validate their buying decisions.
4. F-TOGETHER: How shopping is becoming increasingly social, even when consumers and their peers are not physically together.
5. F-ME: How consumers’ social networks are literally turned into products and services.
Some interesting stats presented in the trend briefing:
Product recommendations from family (63%) and friends (31%) are the most trusted. However 81% of US consumers now go online to do additional research, with 55% looking for user reviews, and 10% soliciting advice from their social networks. However amongst people aged 25-34, this figure rises to 23%. (Source: Cone Inc,
June 2010)

• 90% of people trust the recommendations of their Facebook friends (Source: ExactTarget, August 2010)
• 31% of daily Twitter users ask their followers for opinions about products and services. (Source: Edison Research & Arbitron Internet, April 2010)

When talking about friends at Facebook I must share this job advert I just found for socialites/models for an Australian Rent-a-mate service. (

RENT-A-MATE is a new concept of hiring out individuals based on their social abilities and interests, to allow our clients to get out of the house when they wouldn't otherwise be able to:
Our target market are clients who are:
·         Traveling
·         Working long hours so don't meet many people
·         Tired of their existing friends
·         Looking to try a new activity/sport
·         Disabled
·         Seniors
·         Simply wishing to meet new people
Your responsibility as a RENT-A-MATE would be to act as a friend, create conversation, and have an enjoyable time. The client will be responsible for paying for all food, activities, tickets, etc. as well as their time spent with you.
In addition to this RENT-A-MATE are also launching a promo MATES area to represent people who have the appropriate looks / experience to support the following work:
·         Modeling
·         Acting
·         TV / Events presenting
·         Dancing
·         Bartending
·         Public promotions
·         Corporate hospitality
RENT-A-MATE also offers free profile photography for promo MATES who are approved, as well as a free video recording session to increase your chances of bookings.

If you feel you have experience within any of the above areas, please apply for a position with RENT-A-MATE at

Mike Lange - Owner

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