AUSTIN –  The conversation at SXSW Interactive has not been focused this year on digital innovation as much as physical topics such as space travel, 3-D printers and yes, cats, according to a comprehensive analysis of social media, Foursquare visualization and registrant information from SXSW, by Digitas, the global digital agency unit of Paris-based Publicis Groupe.

Missing this year was a new App or digital innovation, observes Itai Asseo, VP & Creative Architect, in this interview in what he characterizes as “App fatigue.”

Grump Cat, a real cat at the show, garnered a considerable amount of attention on social media.

Explaining the methodology is Beth McCabe VP/Group Director, Social Marketing & Technology.

The two executives will present the agency’s findings in a presentation at the conference on Tuesday.

Andy Plesser