80 Marketing Trends found for Consumer Trends / Demographic


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Indian Internet Usage Set to Overtake USA

Trend Summary: Internet usage in India will surpass the that of the USA by the end of this year, while around 500 million Indian citizens will be online by 2018.


Rajan Anandan, managing director of Google India, foresees expanding horizons for India's wired population, currently nearing the five-hundred million mark. Speaking earlier this week at the Digitising India event organised by the women's branch of the Federation of Indian Chambers of Commerce and Industry [FICCI], Mr Anandan predicts that ...

[Estimated timeframe: Q3 2014 - Q4 2020]

... "even at the current growth rate, we will have 500 million Indian nationals on the internet by 2018".

In bullish mode, Mr Anandan continued: "By the end of this year, India will become larger than the US in terms of number of internet users. By 2018, India will have twice the number of internet users than the US. Almost half of the Indian population will be connected through the Internet".

Anandan also notes that India took just ten years to grow from ten million internet users to 100 million. And the nation is adding five million new internet users every month. India now has over 200 million Internet users.

Says the Google guru: "A lot of people talk about the 2014 general elections and how urban India was mobilised using the internet. We have seen nothing yet in terms of what the internet can do to every aspect of life, of society and of governance.

By the next elections (expected in 2019) almost half a billion Indians will be connected through the internet. In terms of that kind of mobilisation, can you imagine what it can do?"

He also mentioned that the path of purchase has changed in India and people are increasingly using online platform for retail purchase.

Talking about the next big global technology wave, he said wearable gadgets are expected to take four years to reach a billion consumers.

Enthused Anandan: "Everything is getting accelerated with technology. Every new wave of technology has taken half as long as the previous technology. The next big thing will take half the time taken by smartphones," he predicts.

Currently 2.8 billion people (of seven billion worldwide) are connected via the internet. By 2020, Anandan predicts that five billion people will be using the internet.

Read the original unabridged IndiaToday.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: IndiaToday.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6387

Young Brits Unfazed at Revealing Personal Data to Brands

Trend Summary: A majority (68%) of Britons aged 18-24 claim to be unconcerned about the amount of personal data they share with brands.


According to a new study by US-headquartered Webtrends, a provider of digital solutions and services, less than a quarter (23%) of the UK's 18-25 age group believe data sharing will be viewed negatively in the future. Conversely, however, consumers aged 55 and over display slightly more caution about data sharing, with half of that category objecting to ...

[Estimated timeframe: Q3 2014 onward]

... sharing data with brands completely and 49% believing it will comntinue to be an issue in the future.

John Fleming, Webtrends marketing director for the Asia Pacific region and EMEA (Europe, Middle East and Africa), said that the common perception is that Britons are terrified of ‘Big Brother’ watching them.

“But this isn’t quite the case when it comes to brands,” he said.

“Younger generations have grown up in a far more connected, data-centric world and often recognise the benefits of sharing personal info with their favourite brands. And with only 19% of respondents saying they don’t like receiving personalised content from brands, it paints a clear picture that attitudes are continually evolving.”

What encourages younger Britons to share data, the study claims, is discount on clothing (36%), free delivery of product (31%), discount on a holiday or travel (28%) and discount on books (18%).

A majority of the survey sample (64%) is willing to share basic information such as their name and email address with retailers, and will disclose more detailed information such as income and job title to financial services and banks.

The research canvassed 2,000 Britons aged 18 and over.

Read the original unabridged The Drum.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: The Drum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6373

Marketers Take Aim as UK's Ageing Population Surges

Trend Summary: The UK's Office of National Statistics predicts that by 2037 people aged 85 and over will reach 3.6 million, accounting for 5% of the total population.


Experian's new Mosaic - a cross-channel consumer classification that helps marketers understand the demographics, lifestyles, preferences and behaviours of the UK adult population - reveals that the increasing number of older people in the UK is reflected by a growing diversity within this segment. Based on this latest data, Experian urges marketers to ...

[Estimated timeframe: Q3 2014 onward]

...  sit up and heed the implications of the new data.

According to Experian, two new demographic groups labelled 'Village Retirement' and 'Diamond Days', have grown apart from the two more classic groups of 'Senior Security' and 'Vintage Value - reflecting a distinct set of preferences and traits that set them apart from the traditional 'Village Retirement' category.

The latter comprises couples and singles who have chosen to move to market towns for retirement. This 800,000 strong group now live in locations such as Evesham, Yeovil and Cirencester, within thriving communities that are large enough to give them access to the local amenities they require for their everyday living and social needs.

These new groups, however, have grown apart from the two more classic groups of 'Senior Security' and 'Vintage Value', reflecting a distinct set of preferences and traits.

The 'Village Retirement'  group tends to live in more rural locations with less availability of high speed connections. They also tend not to be digitally mobile, with adoption levels of smartphones and tablets significantly lower than the UK average.

They also expect their PC to be a desktop in an office or spare room. Moreover, they don't want (or expect) to be bombarded with marketing.

Experian advises marketers who want to engage with this group to ensure they have a compelling and clear offer, failing which their direct mail piece is likely to go straight into the recycling bin.

Advises Experian: "All marketers should reconsider the older population of this country and understand that they are not a homogenous whole but an engaged and active patchwork of people." The new Mosaic classification will enable marketers to target such prospects with greater accuracy, Experian claims.

Read the original unabridged The Drum.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: The Drum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6369

Move Over Teens, Adults Adopt Social Media!

Trend Summary: Social media websites are no longer the sole preserve of teenagers and have become an integral part of the lives of billions.


Social media brands such as Facebook and China's Tencent have become as familiar as the telephone and the newspaper were fifty years ago, noted a report in the Financial Times earlier this week. Leading the social pack are the afore-mentioned frontrunners whose mission, according to Facebook founder/ceo Mark Zuckerberg is ...

[Estimated timeframe: Q2 2014 onward]

... to make social networking a “utility like electricity”.

Facebook, the world’s largest social network, saw its brand value soar 68% to take the number 21 spot in a global ranking of brands - but even Zuckerberg's billion dollar baby was outshone by Tencent, the Chinese internet brand that owns WeChat, an app that has taken Asia by storm.

According to WPP-owned Millward Brown's BrandZ Top 100 Most Valuable Global Brands, Tencent is 14th in the global rankings, while Facebook holds 21st position.

Notes the FT article by Hannah Kuchler: "It is a testament to the strength of the brand that Facebook was able to make acquisitions that could have raised questions about privacy – a chat app where it sees personal messages and a virtual reality headset that could allow it to see pretty much anything – without a debilitating outcry from the press or privacy campaigners."

Read the original unabridged FT.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: FT.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6333

China Set to Overtake Japan as World's Second Largest Ad Market

Trend Summary: China’s advertising market, worth US$57bn in total annual spend, will become the world's second largest come 2015.


According to China Market Profile, a new report from Interpublic Group's Magna Global Intelligence unit, China's advertising market will overtake Japan in 2015 to become the world's second largest advertising economy. The report notes that China has managed to engineer an economic soft landing over the past several years and, although growth continues to decline slowly, there has been no precipitous ... 

[Estimated timeframe: Q1 2014 - Q4 2015]

 ... fall in the nation's advertising growth rate.

Moreover, the International Monetary Fund continues to expect "upper single digit" growth rates for China, while with inflation finally under control, the Chinese government has room for stimulus should growth decline further than expected.

Another key factor is that although population growth has slowed over the past twenty years due to the government's one-child policy, the nation's 1.3 billion-plus population continues to grow by around seven million annually - equivalent to the population of Bulgaria or Massachusetts.

China's urban population has passed 40% and the average urban household income is increasing faster than the rest of the nation's population, driving the growth of a middle-class that aspires to Western lifestyles and consumer brands.

So far as advertising is concerned, TV remains the dominant medium with market share just below 40%.  However, digital media is on course to become the dominant media category in China.

However, total TV adspend has seen slow growth relative to competing media, as viewing has reached a plateau and price increases have been partly offset by decreases in minutage volumes.

Read the original unabridged DigitalMarketAsia article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Digitalmarket.Asia
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6267

Middle-Class Women Are Key to China's Online Future

Trend Summary: The future of on-line shopping in the world's biggest national market depends on China's educated, middle-class women.


According to a survey of Chinese internet consumers conducted by New Zealand's Lincoln University, online retailers should focus their marketing efforts on China's educated, middle-class women - a segment deemed to be the future of on-line shopping in the world' s biggest market. The study also found that well-educated female employees appeared more inclined to ...

[Estimated timeframe: Q1 2014 onward]

... shop online than any other group, possibly indicating their computer literacy and ready access to internet technology.

The online shopping behaviour of friends and family also appeared to be a major influence on China's female e-shoppers. 

The latter are more likely to shop online than their male counterparts, a trend becoming increasingly pronounced, researchers according to a statement issued by the University yesterday (February 3).

Opines the University's senior lecturer in marketing Michael Clemes: "With China's population collectively spending around one billion hours on the internet daily, it was important to understand the decision- making process and behaviour of online shoppers".

Read the original unabridged Xinhuanet.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Xinhuanet.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6256

US Middle Class Shrinks as Top Earners Prosper

Bottom Line Trend: The income gap is fast widening between America's wealthiest consumers and the increasingly cash-strapped middle class - a trend likely to straddle the Atlantic. 


Although politicians and pundits in Washington DC continue to differ over whether or not US economic inequality is deepening, this thorny subject provokes little doubt or debate in corporate America. The post-recession reality stateside is that the customer base for businesses appealing to the nation's middle class is fast eroding, while at the same time ... 

[Estimated timeframe: Q1 2014 onward]

... the top tier of earners strides even further ahead.

Exemplifying this trend, Manhattan's upscale clothing retailer Barneys will replace the recently bankrupted discount retailer Loehmann’s, whose Chelsea store is due to close in a few weeks.

Nor is this gloomy scenario confined to New York. Across the country, the medium-priced Olive Garden and Red Lobster restaurant chains are struggling, while fine-dining eateries like Capital Grille are thriving.

Another indicator (and beneficiary) of this trend is General Electric, where the increase in demand for high-end dishwashers and refrigerators dwarfs sales growth of mass-market models.

Should anyone doubt the authenticity of this trend, the speed at which companies are adapting to the new consumer landscape serves as very convincing evidence.

Among top consulting firms and Wall Street analysts, the shift is described with a frankness more often associated with left-wing academics than business pundits.

According to the latest data from PricewaterhouseCoopers [PwC], the top 5% of America's earners accounted for almost 40% of personal consumption expenditures in 2012 - up from 27% in 1992.

Largely driven by this increase, consumption among the nation's top 20% grew to more than 60% over the same period.

Comments John G Maxwell, head of global retail and consumer practice at PwC: “Those consumers who have capital like real estate and stocks and are in the top 20% are feeling pretty good.”

Read the original NewYorkTimes.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: NYT.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6255

China's Outbound Tourism Set to Lead World

Bottom Line Trend: China's outbound tourism is surging as an increasingly competitive domestic market drives the nation's carriers to expand overseas.


According to a recent report published by the Tourist Research Centre of the Chinese Academy of Social Sciences, China recorded a world record number of outbound tourists in 2013, creating a concomitant a surge in the nation's tourism expenditure overseas. This, in turn, will almost certainly trigger a major uplift in marketing activity by ...

[Estimated timeframe: Q1 2014 onward]

... US and European airlines as they prepare to face increasing international competition from Chinese carriers.

With the nation's outbound travel set to soar, Chinese airlines are banking on brand recognition to capitalise on its population's increasing appetite for work and travel abroad. As incomes enjoy steady growth, so too do foreign destinations hosting Chinese tourists. 

Ninety-seven million Chinese traveled abroad in 2013, beating the 2012 mark by roughly 14 million, according to the China National Tourism Administration. The number is expected to exceed 100 million this year.

The report claims that since 2012 China's tourists have benefitted from the world's strongest purchasing power, overtaking German and US tourists as the world's highest-spending travellers.

In the same year Chinese travellers and tourists, spent $102 billion overseas, a 40% increase on 2011.

A survey by PricewaterhouseCoopers revealed that US airlines last year operated 53% of the routes between the US and China, a drop of nearly 7% from 2012.

Read the original unabridged Xinhua.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Xinhuanet.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6239

Debt-Beset Millennials Slash Borrowing

Bottom Line Trend: The so-called 'Millennial generation' (young adults aged 19-29) - has become debt-management savvy and slower at paying bills.


According to data provided by global information services conglomerate Experian plc, so-called Millennials each posess, on average, around 1.5 credit cards, fewer than the two cards owned by their Generation-X predecessors [30-46] and 2.7 cards of Baby Boomers [47-65]. On average Millennials carry a credit-card balance of $2,700 - well below the national average of ...

[Estimated timeframe: Q4 2013 onward]

... $4,500 and the (approroximately) $5,300 level attributed to the 30-65 age group.

This is partly due to lower credit limits, says UK-headquartered Experian, citing its massive forty-nation consumer credit database. 

Total debt among young adults actually dropped during the last decade to the lowest level in fifteen years, separate US government data shows, with fewer young adults carrying credit-card balances and one in five having no debt at all.

Yet there is a seeming anomaly: Millennials appear to be running into more trouble when paying their bills - whether on credit cards, auto loans, or student loans.

Read the original unabridged WSJ.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6209

UK Sociologists Identify New Social Classes

 Bottom Line: Social class is about to be redefined in the UK via the BBC's 'The Great British Class Survey' - the nation's largest ever scientific investigation into social class.


The BBC's new survey is the largest scientific investigation to date into social class. Sociologists now maintain that class is as much about cultural tastes and activities as it is the type and number of other individuals personally known to subjects of the study. The survey enables researchers (and marketers) to better understand class in the 21st Century. These new sociological factors are of significant importance when ...

[Estimated timeframe: Q2 2013 onward]

... viewed in context with people's economic status. 

The Great British Class Survey posits that defining (and understanding) classes as "amounts of different types of 'capitals'" help us to view class across a number of dimensions.

The French sociologist, Pierre Bourdieu first developed this approach in 1984, suggesting there are different types of capitals which give people an advantage in life.

Economic, cultural and social capitals may overlap but they are different. Using this approach, the survey distinguishes between people with different amounts of each of the foregoing three capitals.

It's been difficult to test this approach in Britain because comprehensive questions on cultural and social capital are rarely asked in national surveys. Sociologists need large amounts of data to unravel the complicated way the different capitals interact with each other, in many different people.

Mike Savage from the London School of Economics and Fiona Devine from the University of Manchester say they were "excited to test this approach for the first time" by designing a survey with BBC Lab UK.

The survey's results identify a new model of class with seven classes ranging from the 'Elite' at the top to a 'Precariat' at the bottom.

Read the original unabridged BBC article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6070



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