2018 consumer trends researchers need to...
TRANSCRIPT
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2018 Consumer Trends Researchers Need To Know
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Agenda
Device & IoT TrendsMedia Consumption TrendsConsumer Sentiment TrendsTrust & Privacy…And Some Surprises Along the Way!
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Device Trends
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Total* Turkey China Australia France Germany UK US Canada
PC/Laptop 67% 72% 67% 69% 78% 74% 55% 56% 69%
Smartphone 49% 69% 57% 35% 28% 38% 37% 46% 31%
Tablet 15% 21% 8% 16% 12% 14% 23% 16% 17%
No preference 4% 4% 6% 2% 3% 1% 3% 5% 2%
*n=9K completes collected across 20 countries in August 2018
90% of Research Participants have a Primary Device they Use Regularly
Device Preference while Taking Surveys Online in P12M
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Survey Starts – 2018 YTD
0%
10%
20%
30%
40%
50%
60%
70%
Turkey China Australia France Germany UK US Canada
Smartphone Starts
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Survey Starts – 2018 YTD Ages 25-34
0%
10%
20%
30%
40%
50%
60%
70%
Turkey China Australia France Germany UK US Canada
Smartphone Starts
7
Survey Starts – 2018 YTD Ages 18-24
0%
10%
20%
30%
40%
50%
60%
70%
Turkey China Australia France Germany UK US Canada
Smartphone Starts
8
Our Next Survey Starts Problem?
34%
44%
32% 31% 28%20%
32%
0%
20%
40%
60%
80%
100%
UK USA France Germany Australia Netherlands Canada
Smartphone Voice Assistant: Own and Use (Often/Occasionally)
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Our Next Survey Starts Problem?
19% 22%
32%
45%
0%
20%
40%
60%
80%
100%
Silent Baby Boomer Gen X Millennial
Smartphone Voice Assistant: Own and Use (Often/Occasionally)
10
Device Trends
0%
10%
20%
30%
40%
50%
3D printer SmartWatch Fitness band Distributed music system Keyless locks to your home
Tech Devices Owned
Silent Baby Boomer Gen X Millennial
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IoT Trends
0%
10%
20%
30%
40%
50%
Remotely controllablecentral heating or ac control
Remote doormonitor/camera
Remotely controllable lightswitches
Remotely controllableappliances
An air quality sensor
IoT Devices Owned
Silent Baby Boomer Gen X Millennial
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Media ConsumptionTrends
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The Media Diet
TV45%
Online41%
Radio12%
Print2%
TV47%
Online39%
Radio13%
Print2%
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The Media Diet
TV Online Radio Print
TV
TV
TV
TV
Online
Online
Online
Online
Radio
Radio
Radio
Radio
Average
Silent
Baby Boomer
Gen X
Millenial
15
Count of Extremely/Very Desirable Brands
USA
UK
16
17
The Story of TV
Broadcast
On Demand
Streamed
Broadcast
On Demand
Streamed
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Video Killed the Radio Star?
Broadcast
Streamed
Broadcast
Streamed
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Video Killed the Radio Star?
Social Media
Video
General
Baby Boomer
Gen X
Millenial
40%
29%
31%
28%
36% 35%
25%
41% 35%
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New Paradigm?
Media Diet
TV
Broadcast
On Demand
Streamed
Online
Social Media
Video
General
Radio
Broadcast
Streamed
Press
Newspapers
Magazines
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Consumer SentimentTrends
22
Personal Optimism
-100%
-50%
0%
50%
100%
UK USA France Germany Australia Netherlands Canada
Personal Finances (5 yrs Time)
Worse
Better
Same
23
Personal Optimism
-100%
-50%
0%
50%
100%
Silent Baby Boomer Gen X Millennial
Personal Finances (5 yrs Time)
Worse
Better
Same
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My Job Will Be Done By a Robot/AI in the Future
6%12%
24%
39%
0%
20%
40%
60%
80%
100%
Silent Baby Boomer Gen X Millennial
Extremely/Very likely
25
The World If All Work Were Done By Robot/AI
6%10%
19%
29%
0%
20%
40%
60%
80%
100%
Silent Baby Boomer Gen X Millennial
Very Much/Somewhat Better
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Sharing Information with Companies – Familiar With
Total Turkey China Australia France Germany UK USA Canada
Gender 93% 89% 97% 90% 93% 92% 91% 90% 94%
Nationality 92% 85% 96% 90% 93% 92% 90% 87% 90%
Age 89% 84% 91% 84% 92% 87% 88% 84% 87%
Marital status 84% 79% 87% 83% 80% 80% 84% 85% 83%
Name 76% 72% 76% 74% 69% 79% 77% 70% 73%
Email address 71% 71% 86% 65% 69% 72% 61% 59% 64%
Income 60% 65% 76% 58% 53% 47% 60% 69% 57%
My location 48% 41% 60% 44% 51% 37% 42% 36% 50%
Home address 45% 38% 52% 47% 49% 44% 46% 39% 41%
Phone number 44% 42% 62% 38% 46% 32% 32% 33% 37%
Government ID number 25% 27% 41% 21% 24% 21% 16% 14% 11%
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Sharing Information with Companies – Not Familiar With
Total Turkey China Australia France Germany UK USA Canada
Gender 69% 57% 74% 67% 71% 67% 65% 63% 64%
Nationality 68% 53% 72% 63% 70% 64% 57% 60% 63%
Age 63% 52% 62% 62% 65% 64% 56% 56% 57%
Marital status 58% 46% 57% 57% 57% 51% 52% 58% 53%
Name 47% 40% 43% 47% 41% 46% 43% 37% 43%
Email address 42% 39% 58% 33% 44% 35% 26% 28% 36%
Income 32% 36% 47% 27% 27% 23% 26% 36% 32%
My location 27% 21% 32% 23% 29% 20% 20% 22% 26%
Home address 20% 16% 21% 18% 21% 21% 14% 15% 19%
Phone number 22% 19% 29% 17% 25% 12% 11% 13% 19%
Government ID number 14% 12% 18% 13% 14% 9% 8% 8% 8%
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Sharing Information with Companies – Familiar With
18-24 25-34 35-44 45-54 55-64Name 75% 77% 76% 76% 73%Age 89% 90% 89% 87% 86%Nationality 89% 92% 93% 93% 91%Income 55% 63% 62% 58% 58%Home address 40% 44% 45% 46% 47%Marital status 80% 84% 86% 85% 84%Phone number 42% 45% 46% 43% 40%Gender 92% 93% 94% 94% 92%Government ID number 27% 28% 28% 22% 19%My location 37% 46% 50% 50% 51%Email address 74% 72% 74% 71% 64%
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Sharing Information with Companies – Not Familiar With
18-24 25-34 35-44 45-54 55-64Name 54% 49% 49% 43% 38%
Age 69% 67% 64% 59% 56%
Nationality 70% 70% 68% 66% 62%
Income 33% 37% 33% 28% 24%
Home address 20% 22% 21% 17% 17%
Marital status 57% 60% 59% 58% 54%
Phone number 24% 24% 24% 19% 16%
Gender 74% 71% 70% 68% 64%
Government ID number 16% 16% 15% 11% 8%
My location 23% 28% 29% 27% 26%
Email address 47% 44% 46% 40% 32%
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Action Taken Due to Concerns over Data-Privacy P12M
Total Turkey China Australia France Germany UK United States Canada
Deleted or did not download specific apps 36% 37% 29% 38% 30% 41% 30% 39% 37% Deleted specific apps from my phone 35% 40% 33% 32% 27% 30% 26% 42% 33% Paid close attention to privacy agreements 32% 40% 32% 34% 24% 29% 30% 29% 29%Not visited specific websites, or closed specific websites 31% 25% 22% 35% 24% 35% 25% 40% 26%
Adjusted privacy settings on my mobile phone 31% 40% 47% 30% 21% 26% 26% 41% 28%
Adjusted privacy settings on social media 30% 38% 28% 33% 25% 22% 27% 33% 28%Didn’t share certain things or opinions on social media 30% 30% 18% 27% 24% 22% 23% 34% 31%
Disabled cookies 28% 31% 18% 34% 28% 31% 26% 35% 24%Declined offers to take surveys 23% 11% 21% 39% 24% 28% 38% 42% 31% Given companies fake information 9% 7% 8% 15% 7% 8% 13% 14% 11% Did not buy a certain product, or purchased the same product from a different brand
9% 11% 10% 13% 8% 9% 6% 12% 9%
Called companies to raise privacy concerns 4% 4% 11% 8% 3% 1% 4% 2% 4%None of the above 13% 10% 10% 17% 17% 14% 18% 15% 14%
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Action Taken Due to Concerns over Data-Privacy P12M
18-24 25-34 35-44 45-54 55-64
Deleted or did not download specific apps 31% 32% 36% 38% 40%Deleted specific apps from my phone 34% 39% 37% 31% 29%Paid close attention to privacy agreements 33% 31% 32% 32% 34%Not visited specific websites, or closed specific websites 31% 29% 31% 31% 36%Adjusted privacy settings on my mobile phone 32% 35% 34% 27% 25%Adjusted privacy settings on social media 31% 32% 31% 27% 25%Didn’t share certain things or opinions on social media 29% 29% 30% 30% 36%Disabled cookies 25% 27% 27% 29% 29%Declined offers to take surveys 17% 19% 21% 28% 33%Given companies fake information 13% 12% 8% 6% 4%Did not buy a certain product, or purchased the same product from a different brand 10% 9% 8% 8% 9%Called companies to raise privacy concerns 4% 5% 4% 3% 2%None of the above 12% 11% 12% 14% 14%
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Gen-P Emerging?
American teens might be “gen privacy” … Aaron Smith from Pew says despite the belief that young adults are not privacy conscious at all, they are very active in managing their online presences.
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Comfort in Sharing Personal Information
Total Australia France Germany UK USA Canada
Be transparent about how they are going to use my data 47% 52% 49% 49% 51% 44% 46%
Make it easy for me to choose what I share and what I do not share 46% 52% 39% 51% 57% 51% 47%
Allow me to opt out of data sharing 42% 51% 42% 44% 56% 52% 50%
Offer privacy agreements that are short and easy to understand 42% 44% 39% 49% 44% 44% 41%
Offer benefits if I choose to share my data 25% 24% 35% 33% 24% 25% 27%
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Coming soon
Comprehensive Global Consumer Trends Report
Watch for it in March!
