Mō ngā tau maha, i arahina te hokohoko a ngā kaiwhakatairanga e te whakaaro ko te nui ake o te hunga whakarongo, ko te nui ake o te pūmanawa o tētahi kaupapa whakatairanga. Ināianei, kei te tīmata tēnei tauira ki te tuku i tētahi atu. I roto i tētahi mākete whakataetae e piki haere ana te aro o ngā kaihoko ki te pono, kei te whakanui ake ngā waitohu i ngā haumitanga ki ngā kaihanga motuhake me ngā hapori iti ake, i te mea he maha ngā kaiwhakatairanga e whakaaro anō ana ki tā rātou mahi i roto i te aroaro o te pēhanga tonu ki te whakaputa ihirangi me te whai i te tere o ngā tūāpapa.
E ai ki ngā rangahau a Billion Dollar Boy, e 37% o ngā kaihanga ihirangi kei te whakaaro ki te wehe atu i ā rātou mahi. Ko ētahi o ngā take matua ko te ngenge rawa, e ai ki te 52% o ngā kaiwhakautu, te ngenge auaha (40%), te nui o ngā mahi (31%), me te roa o te wā e mahi ana i runga i te mata (27%). Hei tāpiri, neke atu i te haurua (55%) e kī ana ko te koretake o te pūtea tētahi o ngā wero nui o te umanga.
Ahakoa tēnei āhuatanga, kei te kaha tonu te awe ki te kai. ngā raraunga mai i Rakuten Advertising e 80% o ngā kaihoko e whakawhirinaki ana ki ngā taunakitanga a ngā kaiwhakatairanga, ā, e 61% e kī ana kua hoko rātou i ngā mea i whakatenatenahia e tēnei momo ihirangi i roto i ngā marama e ono kua pahure ake nei. I Brazil, e 30% e kitea ana ngā hua hou mā roto i ngā kaihanga i ia rā.
E whakaatu ana tēnei nekehanga i tētahi panonitanga o te mahi a te hokohoko whakaaweawe i tēnei wā. Engari ko te arotahi anake ki te hunga whakarongo nui, kei te rapu haere ngā kamupene i ngā kaihanga e kaha ana ki te hanga whakawhirinaki me te whai wāhi atu ki ngā hapori motuhake, kaua ko te arotahi noa ki ngā tau.
Ki a Thiago Muniz, te Tumu Whakarae o Receita Previsível me B2B Stack, me te ahorangi i Fundação Getulio Vargas (FGV), ko te rerekētanga e kitea ana e whakaatu ana i tētahi huringa hanganga i roto i te mākete. "He huinga onge o te whakawhirinaki me te mahi. Ina he wāhanga nui o ngā kaihoko kāore e whakawhirinaki noa engari e hoko ana i runga i ngā taunakitanga, kei te kōrero tātou mō tētahi taumata whai huatanga e uaua ana ki te tārua i roto i ētahi atu hongere matihiko. Ko te wero kei roto i te āhua o te hanganga o tēnei haumitanga e ngā waitohu.".
He nui ake te uara o te whakawhirinaki i te toro atu
E ai ki te pūrongo Te Āhua o te Hokohoko Whakaaweawe 2026, e 74% o ngā tohunga hokohoko e whakaaro ana ki te whakapiki ake i ngā haumitanga ki te rāngai i tēnei tau, ko te 54% e mahi ana ki ngā kaiwhakaaweawe nano me ngā kaiwhakaaweawe moroiti. Ko tētahi atu 32% e kī ana ka whakawhānui ake i ngā haumitanga ki ngā kōtaha rahi-waenga.
Ko ngā kaiwhakatairanga iti he tohungatanga ki tētahi momo noho, mahi, momo hua rānei, ā, ka nui ake tō rātou whakapono ki a rātou, ka hohonu ake hoki te hononga ki ō rātou kaiwhaiwhai.
"Ko tā mātou e kite nei ko te nui ake o te wā e whakatapua ana e ngā kaihanga nano me ngā kaihanga moroiti ki te whakamātautau i ngā whakatakotoranga, te tātari i ngā hua, me te whakaputa ihirangi, me te pupuri tonu i ngā taunekeneke ki te hunga mātakitaki. I te nuinga o te wā, he auaha, he pai te hanga o ngā ataata, e hopu ana i te aro o te hunga mātakitaki tae noa ki te mutunga me te kore e mōhio he pānuitanga," te tātari a te Tumu Whakarae o Receita Previsível me B2B Stack.
Ka puta te panoni i te wā kua tīmata te marea ki te whiriwhiri i ngā kōwhiringa ātaahua ake. E ai ki a Rakuten Advertising, e 84% o ngā kaihoko ka mutu te whai i ngā kaiwhakatairanga ina kite rātou i te kore pono.
I roto i tēnei horopaki, kua nui ake te hiranga o ngā hapori iti. Engari ko te arotahi i ngā kaupapa ki ētahi ingoa rongonui, kei te tipu haere te rautaki tohatoha haumitanga ki waenga i ngā kaihanga rerekē, e kaha ana ki te whakauru atu ki ngā hunga whakarongo motuhake me te whakaputa taunakitanga e kiia ana he mea tūturu ake, e ai ki tā Eduardo de Barros, he tohunga hokohoko mamati me te Tumu Whakarae o IDK Brasil i whakamārama. "Kāore te mākete e whakarērea ana i ngā kaiwhakatairanga nui, engari e mārama ana kāore te whakawhirinaki e whakawhirinaki ana ki te rahi o te hunga whakarongo anake. I ēnei rā, ka whakakotahihia e tētahi rautaki whai hua ngā kōtaha o ngā rahi rerekē kia tae atu ki ngā hunga whakarongo motuhake i roto i tētahi huarahi pono ake."
Ahakoa kei te matatau haere ngā kaupapa whakatairanga, kei te rerekē haere anō hoki te umanga. Ko te mahi o te whakaputa ihirangi tonu, te whai i ngā au hou, me te whakamahi i ngā rauropi e huri haere tonu ana, ka uaua ake te mahi i tērā i ngā tau tōmua o te mākete hokohoko awe.
Ahakoa rā, kei te whai mana tonu te whakawhirinaki i hangaia e ngā kaihanga ki ngā kaihoko puta noa i ngā whakatipuranga rerekē. Ko tēnei whanonga, i mua i roto i te hunga rangatahi, inaianei ka tae atu ki ngā hunga pakeke ake, tae atu ki te hunga neke atu i te 65 tau te pakeke, e tohu ana kua noho ngā taunakitanga a ngā kaiwhakatairanga hei wāhanga whakakotahi o te haerenga hoko. E ai ki a Rakuten, 40% o ngā kaihoko o te ao 65+ tau te pakeke kua pāngia kētia e te pātene "hoko" i runga i ngā paetukutuku a ngā kaiwhakatairanga.
"Ina tirohia ēnei reanga, ka mārama ko te kai e pāngia ana ehara i te whanonga whakatipuranga, engari kua huri hei whanonga whakawhiti-motu. Mā tēnei ka whānui ake te pūmanawa o te hongere mō ngā rāngai rerekē," te whakanui a Thiago Muniz.
He umanga kei te hurihanga
E whakaatu ana ngā raraunga kua uru atu te hokohoko whakaaweawe ki tētahi wā kua pakeke ake. Kāore te tipu o te rāngai e whakawhirinaki ana ki te hunga whakarongo nui anake, engari ki te kaha ki te hanga i te mana i roto i te wā, me te whakaputa hua pumau mō ngā waitohu me ngā kaihoko.
Hei tāpiri atu, e ai ki a Aspire, e 59% o ngā tohunga hokohoko e kī ana kua whakamahia kētia e rātou te matauranga horihori i roto i ā rātou mahi hokohoko kaiwhakatairanga kia tere ake ai, kia mātau ake ai, kia nui ake ai te aro o ngā raraunga ki ngā kaupapa whakatairanga. Ka whakamahia e rātou ngā tūāpapa e hangai ana ki te AI hei tautuhi i ngā kaihanga e pai ake ana ki ngā kaupapa whakatairanga mā roto i ngā tātari aunoa, hei matapae ko tēhea ihirangi he nui ake te kaha o te mahi i runga i ngā raraunga wā-tūturu, ā, hei tātari i ngā hua kia pai ake ai te whai hua.
"Kei te pāngia te mākete hokohoko kaiwhakatairanga e tētahi nekehanga rite tonu ki ērā i puta i ētahi atu wāhanga whakawhitiwhiti kōrero: i muri i tētahi wā o te tipu tere, kei te uru atu ki tētahi wāhanga o te kōwhiringa taiao. Ehara i te mea ka iti ake ngā kaihanga, engari ko te kaha ki te whakaputa uara ka whakawhirinaki ki te rerekētanga, te ōritetanga, me te whakatutuki i ngā hua. He mākete tēnei e pakeke haere ana," te whakamārama a Eduardo de Barros.
Ahakoa i ngā tau tōmua o te hokohoko a te hunga whai mana i nui noa iho hei whakanui i te rongonui, ko te wāhanga hou o te rāngai e hiahia ana kia hangaia he mana. He whakataetae ake te mākete, kua nui ake te mārama o ngā kaihoko, kua tīmata ngā waitohu ki te tohatoha pai ake i ā rātou haumitanga, ā, me whakataurite e ngā kaihanga tonu te auahatanga, ngā whanaungatanga, me ngā hua. Ko tēnei wā e tohu ana i te whanaketanga o tētahi mākete e tipu tonu ana, engari kāore e mahi i raro i ngā ture kotahi.
"Ehara i te mea ko te aroaro anake, ko te hiahia o te wā ko te hanga whanaungatanga, te whakataurite i ngā uara, me te pumau i roto i te wā. Koinei te mea e huri ai te awe hei hua," te whakatau a te Tumu Whakarae o Receita Previsível.
