As we approach the year’s second quarter, Google is already returning over 46,600 results for “ digital trends 2017 .” And if you’re in the digital marketing space, there seems to be an unspoken rule that you must always have an opinion on what the key trends will be for the year ahead. But could it be that we’re all stuck in an industry echo chamber? As it turns out, some new research from Code Computerlove might burst that bubble. Code Computerlove surveyed 1,000 U.K. adults to find out what they really think about these trend predictions — things like voice search, virtual reality, and chat-bots. That data was then compared to what’s actually making the most noise online. Some key findings included: Mobile payments are the most sought-after technology in 2017. 9 out of 10 consumers claim to have no interest in using augmented reality in the near future. 1 in 5 people surveyed aim to spend less time in front of screens this year. With that many people aiming to spend less time in front of screens this year, brands have to make their digital interactions count — a poor initial digital experience can carry a long-term impact. Curious to know what else your brand needs to know about these trends? Check out the infographic below.