Prediction Consensus: What Experts See Coming in 2020
Through the ages, humans have feared uncertainty. We’ve searched for clues in everything from entrails to tea leaves to the arrangement of heavenly bodies in the night sky.
In the modern era, data and media are the new magic 8-ball. The jury is still out on whether we’ve gotten any better at anticipating the forces that will shape the coming year, but that certainly hasn’t stopped people from trying.
Of the hundreds of forward-looking pieces of content published in the lead-up to 2020, how many of the expert predictions lined up? Was there a consensus on any particular trend, or were predictions all over the map?
During the month of December we analyzed over 100 articles, whitepapers, and interviews to answer that question. While there was no firm consensus on where 2020 will take us, there were a few themes that appeared in multiple publications. Today’s graphic highlights these reappearing predictions, and below, we examine seven of them in more detail.
The Promise and Controversy of 5G
One technology that’s sure to capture the headlines in 2020 is 5G. Broadband speeds of over one gigabit per second will become a reality when 5G technology rolls out across the country, without the cable that currently connects most homes. This prediction is a slam dunk, as some carriers are already testing the technology in select neighborhoods around the United States.
Experts also predict that a wave of 5G-enabled smartphone and IoT products will become commercially available in 2020.
The wild card in this 5G story will be guessing which companies end up building out the new network. Huawei was in a strong position to lead the charge, but the company has been stonewalled in a number countries – most notably the United States, Australia, and Japan. Whether due to national security concerns or protectionism, Chinese companies may continue to face an uphill battle in Western markets.
Fake News 2.0
While many predictions for 2020 were fueled by excitement for new technologies, there was one that was decidedly more ominous – the proliferation of deepfakes. Simply put, deepfakes are videos that harness artificial intelligence to create a convincing likeness of a real person.
With the U.S. presidential election just around the corner, many experts fear that deepfakes are going to do serious damage, manipulating public opinion on both sides of the political spectrum. Unlike fake news, which often comes with obvious visual cues to help determine authenticity, even deepfakes created using free online tools are extremely convincing. If predictions come true, the lead-up to the U.S. election could be a wild ride.
Consumerism in Flux
The late 2010’s were a turbulent time for retail. The rise of ecommerce and shifting consumer preferences combined to cause a “retailpocalypse”, and many brands are still struggling to evolve their brick and mortar strategy to compete in an Amazon Prime world. Experts are predicting new evolutions for physical stores that are powered by technology instead of human employees.
The incarnation of this approach that will likely garner the most attention will be the next wave of cashierless Amazon Go locations opening in cities around the country.
Experts also predict that brands will mimic the example of Amazon’s Whole Foods, and incorporate online order pick-up locations within their physical stores. Increasingly, the line between ecommerce and traditional retail is blurring.
The Cookie Begins to Crumble
In 2019, approximately $330 billion was spent on digital advertising, but privacy regulations such as GDPR and the CCPA – California’s new privacy law – are causing massive disruption and upheaval in this industry.
For many years, the humble internet cookie has done the heavy lifting in collecting your personal data from online activity. This data is what advertisers use to reach you as you scroll Instagram or read articles online. Already, changes to Safari and Firefox wiped out about 40% of all third-party cookies, and in a world where people need to physically click a button on each site to allow cookies, it’s unclear how viable the technology will be as privacy measures are enacted.
The Call of the Picket Fence
One of main predictions going into 2020 is that starter homes will be a leading category in new home builds. For millions of millennials around the country in the rental market, a starter home – the first residence a person or family can afford to purchase, often using a combination of savings and mortgage financing – will begin to look more appealing.
Rent in American cities has been marching upward for nearly a decade, and the promise of more space and entry into the home ownership market may lure more of this generational cohort to the suburbs.
Also on the topic of real estate, a few experts noted that even if there is an economic downturn in 2020, the housing market is unlikely to take a big hit.
All Eyes on IPOs
Despite experiencing a rough patch in 2019, SoftBank and its gargantuan Vision Fund will remain one of the most powerful forces in Silicon Valley this year. Masayoshi Son, Softbank’s enigmatic CEO, appears to have adopted a more pragmatic approach, citing a company’s “ability to turn a profit in the future” as a yardstick of evaluating the value of an investment.
Experts predict that in light of the very public PR disasters of unicorns Uber and WeWork, investors will be much more skeptical of high-valuation IPOs.
In 2020, more companies are predicted to opt for a direct listing to go public.
What Goes Up?
When the ball dropped to usher in 2019, market sentiment was leaning toward an impending recession. A year later, the economic expansion is still underway, and many experts now have a more positive outlook for 2020.
The majority of predictions we analyzed foresaw a year of continued job growth and modest gains in the stock market. Here’s a look at S&P 500 end target predictions from some of Wall Street’s top strategists:
The Elephant in the Oval
One prediction nobody seemed particularly keen to make was on the result of the impending U.S. presidential election.
Experts are likely happy to take a wait-and-see approach until the Democratic nominee is announced. Also looming in the back of people’s minds might be the memory of 2016, which was a powerful reminder that even predictions that seem like a sure thing don’t always pan out as expected.
[Experts] can’t predict the markets with any useful consistency, any more than the gizzard squeezers could tell the Roman emperors when the Huns would attack.
– Peter Lynch
A note on methodology: To make sure we captured a robust cross section of predictions for the coming year, we spent the month of December tracking down and analyzing hundreds of articles, whitepapers, and interviews from respected sources. For this exercise, we chose to focus on four broad, interconnected themes – the economy, consumerism, real estate, and technology. In the end, we analyzed 100+ published pieces, and captured 150+ predictions. We focused on content from media publications in Comscore’s top 100, major banks and consultancies, and brands and agencies with high-quality thought leadership. In the end, we highlighted the 25 predictions that appeared the most often.
Here’s What Happens Every Minute on the Internet in 2020
A lot can happen in an internet minute. This graphic looks at the enormous numbers behind the online services billions use every day.
What Happens Every Minute on the Internet in 2020
In 2020, an unfathomable amount of digital activity is occurring at any given moment. This ongoing explosion in activity is the aggregate output of 4.5 billion internet users today, a number that’s projected to increase even further in coming years.
This powerful visual from Domo helps capture what happens each minute in today’s hyper-connected internet era, and it’s actually the eighth edition produced since the year 2012.
What can we learn from the evolution of what happens in an internet minute?
How Times Have Changed
Over its relatively short history, the internet has been a catalyst for both the rise and demise of new companies and platforms.
By looking at which brands have appeared in the graphic in earlier years, we can roughly chart the prominence of certain tech segments, as well as observe brands with the most staying power.
As you can see above, platforms like Tumblr, Flickr, and Foursquare showed some promise, but eventually got omitted from the graphic as they dropped off in relevance.
Meanwhile, tech companies like Facebook, Amazon, and Google have had impressive staying power, evolving to become some of the biggest companies in the world. In the process, they’ve caught up to longer-standing titans like Apple and Microsoft at the top of the food chain.
The New “New Thing”
Not surprisingly, much of the internet landscape looks different in 2020. Here are a few of the digital hot spots today.
Nearly $240,000 worth of transactions occur on Venmo per minute. This has served as a catalyst for parent company PayPal, which evolved along successfully with fintech trends. PayPal’s stock now trades at near all-time highs.
Even before COVID-19 resulted in shuttered storefronts and surging online orders, e-commerce was a booming industry. It’s now estimated that $1 million is now spent per minute online. Amazon ships an astounding 6,659 packages every minute to keep up with this demand.
In a predominantly remote-working environment, tools like Zoom and Microsoft Teams host 208,333 and 52,083 users each minute respectively. Particularly in the pandemic era, it seems that this trend is here to stay.
The accelerated world we are in today means that many companies do not sustain a competitive advantage for as long. Social media companies have dwindled as observed above, and this is similarly reflected in the average lifespan of an S&P 500 company.
A typical company’s tenure on the S&P 500 is expected to shrink rapidly in the next few years:
- 1964: 33 years
- 2016: 24 years
- 2027E: 12 years
Companies are shaving anywhere between 15-20 years off those highs, with estimates of further declines. This metric symbolizes the rapid evolution of the business landscape.
What Lies Ahead
It’s seemingly easy to forget mankind is still very early in the developments when it comes to the internet. But in this short period, its rise to prominence and the broad digitization of the world has left us with a very eventful timeline.
If the last decade serves as a reference point, one can expect further and intensifying competition among tech companies. After all, the reward—winning in today’s digital economy—reaps much greater value.
All signs point to internet activity advancing to further heights, if not because of 5G and its associated breakthroughs, then perhaps due to the steady rise in people gaining internet access.
Ranked: The Most Popular Websites Since 1993
This animation provides an interesting overview of the websites with the highest traffic over the last few decades, and how the rankings have changed.
The Most Popular Websites Since 1993
The internet has become an increasingly important part of our everyday lives.
While it’s hard to imagine modern life without Google or YouTube, it’s interesting to reflect on how much the web has changed over the last few decades.
This animation by Captain Gizmo provides a historical rundown of the most popular websites since 1993, showing how much the internet has evolved since the early ’90s.
The Top Websites
While the web has changed drastically over the years, the top-ranking websites have remained relatively consistent. Here’s a look at the websites with the most traffic since 1993, and when each site held the number one spot:
|Date Range||Top Ranking Website||Highest Number of Monthly Visits|
|Jan 1993 - Jun 2000||AOL||405,000,000
|Jul 2000 - May 2006||Yahoo||5,500,000,000
|Jun 2006 - Jul 2008||8,300,000,000
|Aug 2008 - Jun 2010||Yahoo||11,600,000,000
|Jul 2010 - current||81,000,000,000
*Note: Numbers rounded for clarity.
AOL was one of the first major web portals, back in the era of CD-ROMs and dial-up modems. In its heyday, the company dominated the market, largely due to an aggressive free trial campaign that cost millions (possibly even billions) of dollars to execute.
Despite the large investment, the campaign worked—at its peak, AOL had over 30 million users, and a market cap of over $200 billion. It was the most popular website online until the early 2000s, when broadband started to replace dial-up. As the sands shifted, AOL struggled to stay relevant and was eventually sold to Verizon for just $4.4 billion.
Following AOL’s downfall, Yahoo became the next internet giant.
Starting off as a web directory, Yahoo was the first website to offer localized indexes for major cities. At Yahoo’s zenith, it was worth $125 billion, but a series of missed opportunities and failed acquisitions meant that it could not keep up. Like AOL, Yahoo is now also owned by Verizon, but remains a top 10 website globally.
It’s no surprise that Google currently comes in at number one. It started out in the early ’90s as a university research project. Today, it’s become virtually synonymous with the internet, which makes sense, considering 90% of all internet searches are made on Google-owned properties.
Old School Search Engines
Prior to Google’s success, there were several other go-to search engines that paved the way for Google in many ways:
- WebCrawler: One of the earlier search engines, WebCrawler was the first search engine to enable full-text search. At one point, the website was so popular, it’s server would constantly crash, making it virtually unusable during peak hours.
- Lycos: This was another pivotal search engine, created in 1994 (a year before Yahoo). Lycos was the first of its kind to incorporate relevance retrieval, prefix matching, and word proximity.
- Infoseek: As Netscape’s default search engine, Infoseek was popular during the web browser’s heyday. Eventually, Infoseek was purchased by Disney and rebranded to go.com.
Unlike Infoseek, Lycos and WebCrawler have somehow managed to stick around—both companies still exist today. Of course, they’re nowhere near comparable to Google in terms of revenue or daily search volume.
The Evolution of Social Media
Unless you are a Gen Zer, you probably remember MySpace. Like Lycos and WebCrawler, MySpace technically still exists, although it’s certainly not the high traffic site it used to be.
Created in 2004, MySpace became a hub for musicians and music fans on the web. In just a year, the website saw massive growth, and by 2005, it was acquired by News Corp. MySpace continued to dominate the social media landscape until 2008, when Facebook took over as the internet’s most popular social media platform.
Facebook’s story is well-known at this point. The Zuckerberg-led creation was a social networking site that was exclusive to Harvard students, but it soon opened up to dozens of other universities and then finally the general public in 2006. Just two years later, and the site had 100 million active users, rising to the top of the social media spectrum.
Although Facebook often finds itself mired in controversy today, the site remains the world’s most popular social media platform on the internet with close to 3 billion users.
It’s hard to predict what the future holds for Facebook, or for any of the other websites currently dominating the web.
If anything is clear from the above animation, it’s that the list of the world’s most popular websites is constantly shifting—and only time will tell what the next few decades will bring.
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