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class="article-header-author-items"> <li class="article-header-author-item"> <a href="/authors/19/00019/?i_cid=nbpnxr_child" class="article-header-author-link"> <address class="article-header-author-name">高田学也</address> <p class="article-header-author-position">日経クロストレンド　副編集長</p> </a> </li> </ul> </div> <section class="l-col-section-main"> <div class="articleBody" id="colMain"> <div class="pageBox" data-page="1" > <p class="bplead"> 日経クロストレンドは、「マーケティング」「消費トレンド」「テクノロジー」の3分野の最新潮流を把握する目的でこのほど調査を実施し、分析結果を最新の「トレンドマップ 2024下半期」としてまとめた。結果から浮かび上がる新たなトレンド（潮流）を紹介する。</p>  <div class="bpbox_center"><div class="bpimage_center" style="width:480px"> <div class="bpimage_image"><a href="/atcl/contents/18/00448/00016/?SS=imgview&FD=1420927604" target="_blank"><img src="/images/2021/common/loading_1_1.gif" width="480" height="320" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00448/00016/01.jpg?__scale=w:480,h:320&_sh=0b30b70820" alt="マーケティング専門媒体である日経クロストレンドは、「マーケティング」「消費トレンド」「テクノロジー」の3分野の最新潮流を把握する目的で半期に1度調査を実施している。最新版「トレンドマップ 2024下半期」をお届けする（画像／tamayura39/stock.adobe.com）" class="lazyload"></a></div> <div class="bpimage_caption">マーケティング専門媒体である日経クロストレンドは、「マーケティング」「消費トレンド」「テクノロジー」の3分野の最新潮流を把握する目的で半期に1度調査を実施している。最新版「トレンドマップ 2024下半期」をお届けする（画像／tamayura39/stock.adobe.com）</div><div class="bpimage_click"><a href="/atcl/contents/18/00448/00016/?SS=imgview&FD=1420927604" target="_blank">［画像のクリックで拡大表示］</a></div> </div> </div> <p> 　日経クロストレンドは、「マーケティング」「消費トレンド」「テクノロジー」の3分野の最新潮流を調査・分析した「トレンドマップ 2024下半期」をこのほどとりまとめた。結果から浮かび上がる新たなトレンド（潮流）を紹介する。 </p> <p> 　マーケティング専門媒体である日経クロストレンドの独自調査「トレンドマップ」は、変化が激しいマーケティング、消費トレンド、テクノロジーの3分野について、中長期的なトレンドを見極める目的で実施しているものだ。 </p> <p> 　創刊した2018年から半期に1度、継続的に実施。日経クロストレンドの活動に助言する外部アドバイザリーボード約50人と、編集部の記者など各分野の専門家を対象にアンケートへの回答を依頼し、結果を都度集計している。 </p> <p> 　調査では毎回、注目のキーワードについて、「将来性」と、（現時点での）「経済インパクト」の2軸で評価している。以下、紹介していこう。 </p> <p> 　最新の24年下半期版では、新たなキーワードを加えるなどして全95キーワードについて調べた。内訳はマーケティングが32、消費トレンドが33、テクノロジーが30。 </p> <h4>「共働き」が、近未来の高収益性大のキーワードに</h4> <p> 　結果を見ていこう。まず獲得したスコアが最も高かったキーワードは、次の通りだ。 </p> <p> 　分野別に見ると、将来性について1位だったのは、マーケティング分野が「<b>EC（ネット通販）</b>」（スコアは4.67、以下同）、消費トレンド分野が「<b>キャッシュレス決済（QRコード決済など）</b>」（4.45）、テクノロジー分野が「<b>生成AI（ChatGPT、Copilot in Windowsなど）</b>」（4.73）だった。 </p>  <div class="bpbox_center"><div class="bpimage_center" style="width:480px"> <div class="bpimage_title">「トレンドマップ2024下半期」各分野のトップスコア</div> <div class="bpimage_image"><a href="/atcl/contents/18/00448/00016/?SS=imgview&FD=1421856829" target="_blank"><img src="/images/2021/common/loading_1_1.gif" width="480" height="392" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00448/00016/02.png?__scale=w:480,h:392&_sh=0410330b00" alt="「トレンドマップ2024下半期」各分野のトップスコア" class="lazyload"></a></div> <div class="bpimage_click"><a href="/atcl/contents/18/00448/00016/?SS=imgview&FD=1421856829" target="_blank">［画像のクリックで拡大表示］</a></div> </div> </div> <p> 　経済インパクトについては、マーケティング分野が「<b>EC（ネット通販）</b>」（4.48）、消費トレンド分野が「<b>キャッシュレス決済（QRコード決済など）</b>」（4.61）、テクノロジー分野が「<b>スマートフォン</b>」（4.76）が各分野で1位となった。 </p> <p> 　将来性と経済インパクトのいずれも、1位のキーワードは24年4月に実施した前回調査と同じ結果だった。専門家の大半が、大きなトレンドは24年前半から変わらずに推移していると見ている。 </p> <p> 　キーワードごとに、将来性と経済インパクトの関係をマッピングすると、下のグラフのようになる。日経クロストレンドは、「将来性スコアが4.00以上」「経済インパクトが4.00以上」あると、近未来に向けて収益性の高い事業を展開しやすいと考えている。 </p> <p> 　また、この半年で変化が生じた新たなトレンドを浮かび上がらせるべく、前回調査からスコアが急浮上した「今後伸びるビジネス」も抽出している。 </p>  <div class="bpbox_center"><div class="bpimage_center" style="width:480px"> <div class="bpimage_title">2024年下半期トレンドマップ【マーケティング編】</div> <div class="bpimage_image"><a href="/atcl/contents/18/00448/00016/?SS=imgview&FD=1422780350" target="_blank"><img src="/images/2021/common/loading_1_1.gif" width="480" height="453" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00448/00016/03.png?__scale=w:480,h:453&_sh=02d0c60404" alt="2024年下半期トレンドマップ【マーケティング編】" class="lazyload"></a></div> <div class="bpimage_click"><a href="/atcl/contents/18/00448/00016/?SS=imgview&FD=1422780350" target="_blank">［画像のクリックで拡大表示］</a></div> </div> </div>  <div class="bpbox_center"><div class="bpimage_center" style="width:480px"> <div class="bpimage_title">2024年下半期トレンドマップ【消費トレンド編】</div> <div class="bpimage_image"><a href="/atcl/contents/18/00448/00016/?SS=imgview&FD=1423703871" target="_blank"><img src="/images/2021/common/loading_1_1.gif" width="480" height="453" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00448/00016/04.png?__scale=w:480,h:453&_sh=0810460a60" alt="2024年下半期トレンドマップ【消費トレンド編】" class="lazyload"></a></div> <div class="bpimage_click"><a href="/atcl/contents/18/00448/00016/?SS=imgview&FD=1423703871" target="_blank">［画像のクリックで拡大表示］</a></div> </div> </div>  <div class="bpbox_center"><div class="bpimage_center" style="width:480px"> <div class="bpimage_title">2024年下半期トレンドマップ【テクノロジー編】</div> <div class="bpimage_image"><a href="/atcl/contents/18/00448/00016/?SS=imgview&FD=1424627392" target="_blank"><img 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data-parent-dir="/atcl/contents/18/00448/" data-parent-columnnum="" data-child-columnnum="">技術、マーケ、消費の「トレンドマップ」</span> </h1> <div class="backnumber-main-follow-box"> <div class="follow-btn-box"> <button class="btn btn-conditionally btn-rhizome-follow rhizomeStage follow" data-purpose="parentFollow" data-title="技術、マーケ、消費の「トレンドマップ」" data-contents-url="/sites/trend.nikkeibp.co.jp/atcl/contents/18/00448/index.html" data-article-type="51" data-atlas-trackable="followSeries"></button> <span class="follow-info numberFollowers rhizomeStage" data-purpose="parentFollowNum" data-contents-url="/sites/trend.nikkeibp.co.jp/atcl/contents/18/00448/index.html"></span> </div> </div> <span class="backnumber-main-text">日経クロストレンドは、移り変わりの激しい技術、マーケティング、消費3分野の最新潮流を把握することを目的に、2018年から半期に1回のペースで「トレンドマップ」調査を行っている。日経クロストレンドのメディア活動で協力を得る約50人のアドバイザリーボードのメンバーに加え、日経クロストレンド、日経トレンディ編集部員へのアンケートを実施。3分野のキーワードを「将来性」と「現時点での経済インパクト」の2軸でマッピングしている。今注目の先端キーワードとは？</span> </div> </div> </div> <div class="backnumber-list-box"> <ul 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【独自調査】24年下半期「今後伸びるビジネス」ランキング 急成長1位は？：日経クロストレンド

【独自調査】24年下半期「今後伸びるビジネス」ランキング　急成長1位は？：日経クロストレンド