80 Marketing Trends found for Consumer Trends / Demographic

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Obesity Epidemic Promises $66bn Annual Healthcare Bonanza Thru 2030

Bottom Line: Not only doctors, scientists and Big Pharma - but diet and healthfood marketers too - are set to benefit over the next nineteen years from the ongoing growth of obesity in the US and UK.

Based on body-mass index, almost 100 million Americans and fifteen million Britons are already clinically obese - and growing - Dr Y Claire Wang, an epidemiologist at New York's Columbia University Mailman School of Public Health told a London news conference last week. Moreover, based on past trends the next two decades will see ...

[Estimated timeframe: Q4 2011 - 2030]

... another 65 million American adults plus 11 million adult Britons joining the 'Flub Club' over the next two decades, Dr Wang forecasts.

Wang, one of the authors of a four-part series on obesity recently published in UK medical bible The Lancet, posits that the increasing costs of obesity represent about 2.6% of America's  annual health-care bill.

In the UK, costs would rise as much as £2 billion [$3.3 billion] annually, or 2% of yearly health spending. 

According to another expert - the report's co-author, Professor Boyd Swinburn of Deakin University in Melbourne, Australia: “We are in an obesity and chronic disease crisis although it doesn’t feel like it.

“It’s a little bit like the frog sitting in hot water -- it doesn’t realize that it’s going to boil until it’s too late.”

Obesity rates have increased globally since the 1970s as changes in the food supply affect what people eat, Swinburn said. The condition has been driven primarily by the “passive over-consumption” of more processed, affordable, available and promoted food.

Diet and healthfood marketers can expect a two-decases-long Bonanza!

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

Source: Bloomberg.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5659

Research Paints Portrait of US College Graduates of 2015

Bottom Line: This fall's college freshmen, due to graduate in 2015, represent a generation of highly-connected, tech and marketing-savvy youth who will expect brands to work harder than ever.

That's the finding of specialist New York agency Mr Youth, following its survey of 5,000 ingoing freshmen to understand how they socialize, interact and their general outlook. According to agency founder/ceo Matt Britton: "We wanted to gain insights into what this class looks like. Kids who are entering college are really the head of their own households for the first time. It's a really great time to build a relationship." According to Britton ...

[Estimated timeframe: Q3 2011 -2015]

... "For the most part, the outlook of the class of 2015 has been shaped by a few major events. The events of 9/11 and the financial crash of 2008 have shaped their outlook on safety and stability."

The Class of 2015 study posits that the events of 9/11 and the financial crash of 2008 have shaped their outlook on safety and stability.

"Unlike other incoming classes, this class has gone through a rough time based on their childhood," Britton opines. "Their childhood has been nothing like the childhood of many Gen-Xers. Their innocence has been stripped away."

But rather than adopt the ultra-cynicism of many Gen-Xers, the Class of 2015 has an outlook that puts them in charge of their own destiny. "More than ever, this class thinks they can draw their own path in life and that they just don't have to follow one path," Britton says.

That outlook has led these freshmen to begin cultivating their own public personae much earlier than other, previous generations.

Through social media, blogs and sharing sites, they're much better at establishing who they are and what they stand for. "They're really attuned to the fact that they need to build their personal brands," Britton says. "A lot of incoming freshmen realized their resume isn't going to take them anywhere. They have an opportunity to establish themselves as a brand."

Moreover, their definition of "friend" is very different to that of previous generations. While half of the members of 2015 have more than 300 "Facebook friends," nearly three-quarters (73%) don't consider someone a friend unless they have hung out in person.

"The word 'friend' in our culture and society has sort of been commoditized," Britton says. "They understand the clear distinction between who are their real friends are versus those who are [only] in their social networks."

And his advice to marketers targeting the 2015-ers?

"You want to integrate a product or service into their world that creates utility for them. Some brands really understand that. How can they facilitate those close personal experiences?

"That's more compelling than a brand trying to reach consumers [in traditional ways]."

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

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5649

Emerging Nations Will Account for 80% of Global Growth by 2050

Bottom Line: The US dollar will cease to dominate the global currency system.

Michel Camdessus, French economist and managing director of the International Monetary Fund between 1987 and 2000, told a conference in Buenos Aires yesterday that an estimated 80% of world economic growth over the next forty years will accrue from emerging market countries. Moreover, "in the next few years" the US dollar will cease to dominate the global monetary system -- a decline Camdessus believes will help to promote ... 

[Estimated timeframe: Q3 2011-2050]

... a multi-currency system worldwide. Emerging countries "are narrowing the gap with developed nations by developing their middle-class and improving their life quality," Camdessus said at the 14th Annual Meeting of the Christian Association for Company Directors in Argentina.

"By 2050 we can expect that close to 80 percent of the global economic growth will be a result of emerging countries,"he told delegates.

The monetary and finance system will in the future "be renewed so that emerging countries are recognized, changing from a dollar-dominated system to a multi-currency one," Camdessus opined.

[Editor's Note: Whether M. Candussus' prediction is to be taken seriously is open to question. The East Asian financial crisis, which occurred during his tenure at the helm of the IMF, triggered widespread criticism for failing to take into account the unique circumstances of the East Asian nations. This led to the imposition of a draconian fiscal regime that provoked turmoil and rioting in countries such as Indonesia.]

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

Source: Xinhua.net
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5603

World Population to Hit 10.1 Billion by 2100, Predicts UN

World population levels are projected to reach 10.1 billion by the end of the century, according to a new United Nations report released on May 3. Titled 2010 Revision of World Population Prospects, the report predicts that the bulk of the expected increase in global population will emanate from fifty-eight "high-fertility countries" in Africa, Asia, Oceania, and Latin America. The prime cause of the upcoming population explosion is ...

[Estimated timeframe: Q2 2011 - 2100]

... human fertility, which DESA cites as the main driver of population rates worldwide.

Introducing the UN report to journalists in New York, Hania Zlotnik, director of the Population Division of the UN Department of Economic and Social Affairs [DESA] emphasized that although "the world is not about to collapse by adding so many people, what is important is that most of these people are being added in the poorest countries of the world".

Based on the report's medium projection, the number of people in the world (currently close to seven billion) will pass 8 billion in 2023, nine billion by 2041 and then 10 billion at some point after 2081.

Between 2011 and 2100, the population of high-fertility countries is expected to more than triple in size, up from 1.2 billion to 4.2 billion.

During the same period, the report estimates that the population of low-fertility countries will decline by around 20%, from 2.9 billion to 2.4bn. 

At present, 42% of the world's population live such countries: all European nations except Iceland and Ireland; nineteen in Asia including China; fourteen in the Americas; two in Africa; and Australia.

Meantime, closer to the here and now, DESA warns that the world population is expected to overtake the seven billion mark by October 31 this year.


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=5558

Consumers En Masse Set to Move Personal Data to 'The Cloud' Over Next Decade

A new online survey by GfK Business & Technology reveals that, among a sample of 1,000 US adult consumers, nearly half were aware of the "Cloud" -- although only 9% of respondents claimed they fully understand the concept! The trend was confirmed by a separate report from IMS Research, which foresees explosive market growth over the next decade, the primary driver being ...

[Estimated timeframe: Q2 2011 - 2021]

... an urgent need for consumers to move their data to cloud-based services given that the number of web-connected devices is expected to reach 22 billion by 2021.

Consumers' need for cloud-based services will increasingly become essential, with the growth of data spread across multiple devices, including laptops, cellphones and tablet computers.

And as 4G data networks begin to roll out over the next year, people will be consuming and accessing ever-increasing amounts of data across all their connected devices.

However, although there is a general understanding of the cloud as a concept, 62% of those polled are either not aware of its existence -- or aware without understanding its function.

Interest in storing data within the cloud is significantly (and predictably) higher in younger than in older consumers, with approximately 60% of users in the 18-35 age group claiming interest in moving their data to the cloud.

Among the 50-plus age group, that number drops significantly to an average of 25% expressing interest in moving their data to the cloud.

Observes Rob Barrish, svp of GfK Business & Technology: "Marketers (should) keep in mind that consumers want to be able to access content on all of their devices across multiple platforms."

Consumer concerns among about moving data to the cloud include:

  • Security of their data (61%);
  • Reluctance to use the cloud unless security of their content can be guaranteed (47%);
  • Concern about the ability to play content on different devices from within the cloud (39%).

The latter statistic in particular points to the need for greater compatibility and accessibility to content across devices, so that the same content purchased for one device can be accessed across multiple devices.

Concludes Barrish: "Because security of the data within the cloud is the biggest concern across all age groups... [it must be addressed] up front when communicating the benefits of using cloud-based apps and services ... there's an overall need for greater education about the cloud ... to move consumers from general understanding to utilization."

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

Source: GfKAmerica
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5542

Instore Shopping via Smartphones: Trend Accelerates

Nearly a quarter of US consumers have purchased an item instore via their smartphone, according to a new report from Chadwick Martin Bailey [CMB] and iModerate Research Technologies. That usage figure soars to 41% among iPhone owners. Topping the list of smartphone purchase preferences are entertainment choices: ie  music, movies and TV shows (46%); followed by banking (39%), electronics (29%) and online auctions (25%). The phone apps most frequently used for the purpose are ...

[Estimated timeframe:Q1 2011 onward]

... barcode scanners, which are used by 44% of consumers, while 38% use a discount app (ie, Groupon or LivingSocial) and 31% use the web browser to access review sites.

Comments CMB senior consultant Jeff McKenna: "As someone who uses [a smartphone for shopping], I'm not surprised by the results. What's surprising is that it [the data] reaffirms what I had expected so strongly."

Predictably, the use of smartphones while shopping is highest among the youngest demographic. Among those under 35, 28% have made purchases with a smartphone, compared with 23% of 35- to-49-year-olds and 10% of those 50 and over. Women are also more likely to use their phones to find discounts, while men are more likely to use them to check online reviews.

Nearly a quarter of consumers have purchased an item through their smartphone (a figure that increases to 41% among iPhone owners). The top smartphone purchases are entertainment choices such as music, movies and TV shows (46%), followed by banking (39%), electronics (29%) and online auctions (25%).

"Given how people are using these smartphones so close to the shopping experience, and how close it is to the transactional experience, [retailers] need to be paying attention to it," McKenna says. "Similar to the social media phenomenon, and how companies are working out how to handle it, this is a similar area."

The two options for retailers, McKenna argues, are either to combat the smartphone shopping by creating exclusive deals and products (or by offering more house brands, which can't be compared to other retailers) or embrace [the trend] by empowering employees and stores with more information to close sales at the point of purchase.

"At this point, retailers may be actually fighting [the transaction] because it's not very easy to do," he adds.

Either way, retailers are running the risk of falling too far behind consumers when it comes to smartphone shopping. "I can't say they're in denial, but the fact that we haven't seen much exploration into [smartphone shopping], tells me retailers have not been proactive about it.

McKenna warns: "Developers are quickly responding to unmet and underlying needs ... and retailers and brands are not necessarily thinking about those needs and being proactive about them."


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

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5521

Nielsen Reports Accelerated Trend to 'Time-Shifted' TV Among US Viewers

Nielsen reports a sharp increase in time-shifted TV viewing among US audiences. The firm's latest State of Media report reveals that by the end of 2010 overall timeshifting by TV audiences increased significantly in the third and fourth quarter, with the average American watching nearly 10.5 hours of timeshifted TV. The biggest year-on-year increase was in the third quarter, when timeshifting increased 17.9% over the same period in 2009, compared to 13.4% in the fourth quarter. The increase suggests a clear and fast-accelerating trend towards ...

[Estimated timeframe: Q1 2011 onward]

... time-shifted viewing, with usage up by a hefty 17.9% in Q3 2010 and 13.4% in Q4.

As to overall TV usage, there were some 289.2 million average TV viewers, about a 1.0% rise over the same period a year ago. Time-shifted viewers amount to 105.9 million, a 16.7% gain.

During Q4 2010 almost thirty hours a month were time-shifted by those in the 25-64 year age group. While in the 25-34 year subset, time shifts encompassed 22% of all their TV viewing; for 35-49 viewers, 19% of the time; and for 50-64 viewers, 16% of the time.

By way of comparison, the 18-24 viewers use DVRs around nineteen hours a month (around 15%) while viewers in the 12-17  group time-shifted 18 hours, 16% of all TV viewing.

Nielsen says as a result of DVR usage, the average US TV viewer watched 154 hours per month of television - an eighteen minute gain over the same period a year ago. (This includes homes regardless of whether they have DVR machines.)

In the third quarter of 2010, which includes the slower live TV usage, the average US TV viewer watched 145 hours - a ninety-minute gain over the same period a year ago - and likewise propelled by higher time-shifted usage.


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

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5518

US Census Forecasters Predict Massive Ethnic Change by 2020

Over the next ten years the USA is set for a seachange in population ethnicity that will affect marketers from P&G down to Momma and Poppa shops - all of whom will be rethinking their consumer strategies. Especially when targeting families with children. That's the conclusion to be drawn from the American Community Survey conducted by the US Census Bureau in its 2010 national census which polled around half of all US homes. According to the Bureau, massive and dramatic changes are projected across the decade ending 2020...

[Estimated timeframe: Q1 2010 - 2020]

... during which period the most affected poplation segment will be households with children. The changes will also impact on ethnic targeting and media consumption habits.

The bureau is just more than halfway through its Herculean task with a state-by-state release of detailed population counts used for redrawing voting districts.

As yet, only two states in the Northeast (Vermont and New Jersey) are out; but seven in the Midwest (Indiana, Illinois, South Dakota, Nebraska, Iowa, Missouri, Kansas), 10 in the South (Delaware, Maryland, Virginia, North Carolina, Mississippi, Alabama, Arizona, Oklahoma, Louisiana, Texas) and seven in the West (Utah, Nevada, Colorado, Wyoming, Hawaii, Oregon, Washington).

These twenty-six states housed 134.5 million people in 2010, about 43.5% of the nation's total.

Of that total population, 101.2m were adults and 33.3m were children under age 18. Since 2000, the adult populations in those states have been increasing more than twice as fast as the children: Adults rose 13.5% vs only 5.7% for children. But all of that growth in children was because the number of minority children increased rapidly while the number of white, non-Hispanic children dropped 7.8%.

It's already common knowledge that in just about every city and state, the population growth has been driven in the last decade by the increase in the Hispanic population. What the new data is showing is how that growth will continue -- fueled by new births, perhaps even more than immigration. Coupled with the decrease in the birth rate for non-Hispanic whites, we’ll be looking at a very different America in the coming decades.

For example, Hispanic children rose 52.3%, Asian kids increased 43.7% and multi-racial children increased 56.6%. In these 26 states only 54% of children were white, non-Hispanic, compared to 67% of adults. In 2000 just 15% of the children were Hispanic and 16% African-American.

By 2010, 22% of children were Hispanic and 15% were African-American. Among adults in 2010, 13% were Hispanic compared to 10% in 2000, the percent of adults who were African-American remained the same at 13%, but the percent who were White, non-Hispanic dropped from 72% in 2000 to 67% in 2010.

Perhaps the most surprising thing about this census data is that in these twenty-six states there was a 12.0 million increase in the number of adults, but a mere 1.8 million increase in the number of children. The number of white, non-Hispanic kids dropped 1.5 million, while the number of white, non-Hispanic adults increased 3.7 million from 2000 to 2010.

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

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5516

World Muslim Population Predicted to Grow 35% by 2030

The pattern of future global consumerism is indicated in the latest research by the Pew Research Center’s Forum on Religion & Public Life. The report predicts that the world’s Muslim population is expected to increase by about 35% in the next twenty years, rising from 1.6 billion in 2010 to 2.2bn by 2030. Globally, the Muslim population is forecast to grow at about twice the rate of  ...

[Estimated timeframe: Q1 2011 - 2030]

... the non-Muslim population over the next two decades – an average annual growth rate of 1.5% for Muslims, compared with 0.7% for non-Muslims. If current trends continue, Muslims will make up 26.4% of the world’s total projected population of 8.3 billion in 2030, up from 23.4% of the estimated 2010 world population of 6.9 billion.

While the global Muslim population is expected to grow at a faster rate than the non-Muslim population, the Muslim population nevertheless is expected to grow at a slower pace in the next two decades than it did in the previous two decades. From 1990 to 2010, the global Muslim population increased at an average annual rate of 2.2%, compared with the projected rate of 1.5% for the period from 2010 to 2030.

These are among the key findings of a comprehensive report on the size, distribution and growth of the global Muslim population. i

The trend, if it comes to fruition will nevitably impact on and consumerism in general and marketing in particular. 

The report by the Pew Forum on Religion & Public Life seeks to provide up-to-date estimates of the number of Muslims around the world in 2010 and to project the growth of the Muslim population from 2010 to 2030.

The projections are based both on past demographic trends and on assumptions about how these trends will play out in future years. Making these projections inevitably entails a host of uncertainties, including political ones.

Changes in the political climate in the United States or European nations, for example, could dramatically affect the patterns of Muslim migration.

To view the full report click here.


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

Source: PewForum.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5483

Japan's Demographic Timebomb Ticks as Percentage of 20-Year-Olds Declines

The Japanese government reported that the number of people who turned 20 last year fell by about 30,000 to just 1.24 million, a national nadir. According to the Internal Affairs and Communications Ministry, the 630,000 men and 610,000 women who had turned twenty - the legal age for adulthood - as at January 12011, plunged to a record low for a fourth consecutive year. The trend raises grave concerns for the future given that ...

[Estimated timeframe: Q1 2011 onward]

... the number is about half the peak of around 2.46 million seen in 1970 and now accounts for 0.97% of the population — the first time it has dropped below 1 percent since the government began tracking the statistic in 1968.

Some fear the data indicates a demographic time-bomb. However, traditionalists will take heart that the nation's fast-declining youth have not entirely forsaken the old values of honor and chivalry.

At Shimonoseki, Yamaguchi Prefecture, a 19-year-old boy was arrested for brandishing a 70-cm fake sword at a local ceremony. He was wearing the traditional "haori" jacket and "hakama" trousers as well, which he believed demanded accessorizing with his fake sword.

"Wearing haori and hakama, I thought I needed to hold a sword," the youth, whose name is being withheld, is quoted as telling the police.


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

Source: JapanTimes.co.jp
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5473

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