WPP is out with a new report that takes a stab at forecasting how data usage will transform over the next decade.
Not surprisingly, the existing ocean of data will be perhaps six or seven times bigger than it is today, although regulation will limit access to personal data so that software and marketing companies will develop models using less data but more efficiently.
Media business models will evolve, and social platforms will become what the report calls the “newest category of publishers” by 2030. By then governments will be holding them responsible for the content they host.
“Along with digital services such as maps, storage and search, social platforms will also use paywall models. This trend is already emerging in 2020 as social influencers begin to charge for content,” according to the report.
Subscription-based bundles of digital services included in the provision of internet access will be common, the report predicts. But while the era of free internet might be over, the good news is that most if not all of the fake news and trolling so characteristic of the early 21st century will likely be gone as well.
“By 2030 the battle between a free-for-all internet and a monitored environment will be over," notes the report. "Social platforms will block fake news and tweak their algorithms to avoid the recommendation spiral of increasingly extreme content."
Check out more from the report here.