11 trends for 2011-phd

Welcome to 2011, a new decade bringing exciting new
opportunities for your brands along with fresh challenges in
keeping up with consumer trends around the world. Continuing
with our Evolution of the Consumer insight series we have teamed
up with The Future Foundation to bring you a snapshot of the key
trends which will shape global consumer behaviour in 2011.
We ended 2010 by fielding a Snapshots online survey in 15
markets to 3100 consumers. We revisited the themes of the
Evolution of the Consumer research whilst exploring new trends
which we believe will define 2011. Bringing these results together
with the Future Foundation’s newly launched Global n:Vision
Foundation s
research (a study of 30,000 consumers in 21 markets conducted
in Q3 2010) gives us a robust and up-to-the minute picture of
consumer trends as we move from global economic downturn to a
new set of world social and economic certain and uncertainties.
We hope you find these trend highlights informative and useful. If
you are interested in a more in-depth presentation of the results then
please contact Jo Rigby on jo.rigby@omnicommediagroup.com

2

1. Global Recessionary
Psyche
For the past two years Evolution of the
Consumer has monitored significant shifts in
consumer mindsets, even in those markets
which escaped economic recession. We
now see that consumer commitment to
budgeting is still present but the
extraordinary levels present in the eye of
the storm has dissipated slightly.
However, even in countries which suffered
,
only moderate macroeconomic disruption,
price-promiscuity remains strong as we enter
2011.
Consumers worldwide have become
dramatically sensitized to the concept of
price and are instead looking for value in
the products they buy.

3

Price sensitivity exists across markets but is less
fierce than during the height of economic downturn
Q. “When shopping, I look at prices more than I used to”
100% 4 3
8 11 9
15 15 15 14 12
18 12 17
90% 12 24 24
28 31
15
80% 23
26 26
25 23
70% 31 28 33
34
35
27
60% 32 55
27
27
50% 28 32 55
35 42
40% 58
32
33 23 43 39
30% 37
44 39 32
20% 27 24 22
19
18 19 14
10% 21 18 11 11
9 6 9
11 8
6 7 7 5 6
2 2 3 3 4 1 2
0% 1 0

I expect to spend money much more freely than I do now
I expect to spend money somewhat more freely than I do now
I don’t expect to change the way I spend now
I expect to spend somewhat more cautiously than I now do
I expect to spend much more cautiously than I do now

Source: Omnicom Media Group Evolution of the Consumer, 4
Dec 2010

Markets hit hardest by recession are now attuned to
buying sale items
Q. “Nowadays, I buy things on sale…”(1=Always, 7=Never)
100% 2 1 1
2 3 1 1 2 4 2 1
3 3 3 4 1 5 3
3 4 4 5 5
8 7 15
6
90% 8 12 8 8
23 16 16
22 24 12
80% 28
23 18 28 18
28 24 32
26 22
70%

31 13 32
60%
34 30
36 29
28 25
50% 21 35
29
39 29
27
40%
61
24
30% 61

46
20% 41 42 40 39 17
37 39
32 34 32 29
23 25
10%
12

0%

1+2
1 2 3 4 5 6 7-Never
7N

Source: Omnicom Media Group Evolution of the Consumer, 5
Dec 2010

Across the markets caution reigned in the build up to
the holiday season
Q. Please tell us how much you agree or disagree with the following statement: “I am being cautious
about how much I spend on g
p gifts and entertainment over the holiday season.”
y
100%

90%

80% 39 40
47 47 45
55 53
70% 60 58 58 59 58
64 62
70 71
60%

50%
36
40% 40
39 13 43
29 44 23
30% 30 25
31 25
33 25
20% 22 20
29
25
10% 18 18 20 19
15 14 13 12
11 11 10 9 9
8
0%

Disagree
Di Neither
N ith agree or di
disagree Agree
A

Source: Omnicom Media Group Evolution of the 6
Consumer Dec 2010

Parents were also wary about how much they were
spending on their children over the holiday season
Q. Please tell us how much you agree or disagree with the following statement: “I am being more
cautious than I used to be about how much I spend on the children over the holiday season”
p y
100%

90%
31
35 35
80% 42 41 42 40
47 47 44
48 48
53
57 57
70%
70
60%

50%
17 23
51
48 38
40% 39 52 41
39 37
42 22
30% 43 35
28

20% 37 22
35

10% 22 23
20 19 19 17 18 18
14 15 13
10 9 9
0%

Disagree
Di Neither
N ith agree or di
disagree Agree
A

Consumer Dec 2010

2. New World Optimism
As we witness a significant shift in the
traditional balance of global economic
power to emerging markets, large
proportions of consumer-citizens in
emerging countries are confident that their
respective nations will become powerful
international players.
The majority of Brazilians (53%), for example,
agree that their nation “will eventually be one
of the most powerful in the world” with a further
24% agreeing that this is already the
case.(Source: Pew Global Attitudes, 2010).
Improved global standing and rising affluence
in emerging markets – where personal
disposable incomes have traditionally been a
fraction of those in developed countries – have
contributed to a widespread sense of
optimism here.

8

21st century global economic rebalancing

Share of Global GDP
100%

G7 (USA, UK, Japan, Germany, France, Italy, Canada)
80% E7 (China, India, Brazil, Russia, Indonesia, Mexico, Turkey)

60%

40%

20%

0%
1990 1995 2000 2005 2010 2015 2020 2025 2030 2035

Source: Oxford Economics/nVision 9

Consumers in emerging markets are feeling buoyant
with signs of optimism returning to Germany
Q. Which of the following do you think best describes the current state of the economy in your country?
100% 1 1 2 3 2
5 5 9 10 7
11 10 8
14 16 10
90% 20 19

24 22 38 35
80% 24 24 46 33
26 36 27 38 38
70% 23

60% 53
40

50% 29
26 31
53
40% 60 53 28 33
28 56 28 42
47 36
30%
30 23
20% 27 21
27
22 25 22 22
10% 14 14
18 9
11 14 8 12 7
10
6 3 4 0
3 5 4
0% 1 1 3 1 3 3

The economy is strong
The economy is somewhat strong, but could be better
The economy is neither strong nor weak
The economy is somewhat weak and may be heading toward a recession
The economy is weak and is in a recession

Source: Omnicom Media Group Evolution of the Consumer 10
Dec 2010

Emerging markets feel the future is much brighter

Q. “I believe that children these days will enjoy significantly greater prosperity in their lives than I have
enjoyed so far”
j y
100%

80%
84
4%

79%

77%
73%

60%

63%

63%
56%
5

47%

45%

45%
40%

39%

39%

38%

36%

34%

34%

33%
%

%
28%

25%

25%
20%

17%
0%

France
Germany

Denmark

GB

USA

Hungary

Netherlands
Brazil
Russia

China

Argentina

South Korea

Poland

Ireland

Spain

Japan

Sweden
Czech Rep

Australia

Italy
India

Source: : nVision 2010 11

Job security in emerging markets is good news
for consumer brands
Q. How secure do you feel in your job?

100%
7% 8% 9%
12% 13% 14%
3% 15%
90% 18% 6% 22% 2% 21%
5% 31% 4% 30% 1% 30% 28% 30%
13% 3%
35% 16%
80% 4% 11%
20% 4% 3%
18% 18%
70% 3% 4% 24%
7%
16% 5%
25% 12%
5%
60% 11% 12%
31%
18%
49% 14%
50% 48% 13%
38% 51%
41% 40% 44%
40% 38% 33% 34% 46%
30% 34% 40%
36% 32%
38%
20%
30% 27%
24% 25% 26% 23%
10% 17% 21% 20% 21%
13% 13% 11% 13%
9%
3% 5%
0%

Very secure Quite secure Not at all secure I have lost my job I don t work
don’t

Source: Omnicom Media Group Evolution of the Consumer, Dec 2010 12

Aspirations for luxury brands in emerging markets
have overtaken those in established markets
Q. Which of the following would you buy more of, either for yourself or your family, if you were wealthier
than you are today? Designer clothes-accessories
y y g
100%

90%

80%

70%

60%

57
7%

54%
50%

48%

45%
40%
40%

37%

37%

30%
34%

34%

31
%

%

1%

29%
2

28%
26%

25%
20%
23%

23%

21%

20%

18%

16%
10%

0%
Russia
Hungary

Netherlands

Germany
Poland

Brazil
Ireland

France

Sweden

India

China*

Argentina

Australia

Japan
Denmark

USA
Spain

South Korea
Italy

Czech Rep

Source: nVision 2010 13

Attitudes towards spending in 2011 more positive
in Brazil, China and India
Brazil
Q. How has the current state of your country’s economy affected the way you spend your money?
100% 3
9 8
13 13 12 13 14
19 16
90% 24 24 19 29
18 32 34 34
80% 18
32
29
70% 29
43
34
60% 31 35 47 52
35 38

50% 37 46
34
24 41
40% 60 38
32 53 27
30% 29
31 33
24 26 25
20% 34 26
27 17
21
10% 12 14 15
13 8
11 10 6 9
6 9 3 8 4
3 2 1 1 5 2 2 4 3 3 3 2
0% 1 0 0

I spend money much more freely now than I typically would
I spend money somewhat more freely now than I typically would
I have not changed the way I spend money
I spend money somewhat more cautiously now than I typically would
I spend money much more cautiously now than I typically would

Source: Omnicom Media Group Evolution of the Consumer, Dec 2010 14

3. The Search For
Personal Control
What characterises consumers today is a
determined focus on instilling a sense of
personal control over all aspects of life;
from personal finances to health,
appearance and wellbeing.
d llb i
In the consumption process, consumers are
willing to spend considerable time and effort
to maximize personal budgets, and use a
variety of tools in the process - from
coupons and price comparison sites to the
advice of friends and family.
In the realm of health and wellbeing, control
in 2011 will increasingly be maintained
through personal health tracking and any
number of services that promise to deliver
healthy lifestyles with minimum effort
required

15

Consumers will increasingly look to brands to help
them control their health and wellbeing in 2011
Q. Some of the things people have told us they are concerned about are listed here. Please say which of the
following items you personally are concerned about. “Trying to stay fit and healthy” % who are concerned
100%

90%

88%
80%
84

83%
8
4%

80%

79%
79%

79%

78%

76%
75%

74%
70%

73%

72%
70%

68%
67%

67%

66%
65%
60%

58%
58
8%
50%

40%

30%

20%

10%

0%
Russia

Germany

Netherlands

Hungary

Brazil
Sweden

France

Poland

China

India

Australia

Argentina

Japan
Denmark

GB

USA
zech Republic
Ireland

Spain

South Korea
Italy

Cz


Personal control: monitoring intake

Interested in an app for
tracking calories/ nutritional
values

India: 60%

Brazil: 53%

China: 48%
Chi

Ireland: 44%

South Korea: 43%


Self-tracking devices offering total control = hyper
information,
information continual feedback and hard incentives

Soon, there will be no excuse for not
living lives of organised moderation
every hour of every day.

18

Brands are responding to consumers need to control
their budgets

19

The appetite for controlling content is growing with
Thailand leading the way
Q. Thinking about the ways you spend your leisure time, how much more or less of these activities are
y
you doing nowadays, compared to 12 months ago? (Viewing TV on demand).
g y p g ( g )
100% 4%
10% 13%
16% 15% 17%
90% 24%
20% 20%
28%
36% 13% 25%
80% 37% 39%
% 7% 6% 17%
11% 1%
46% 46% 7%
5%
14% 59% 10%
70% 7% 16%
19% 7%
16% 14%
2%
60% 11% 3% 23% 29%
5% 10% 4%
2% 28% 4%
50% 10% 28%
6% 29% 5%
27% 38% 7%
24% 33% 2%
40% 30% 15% 37%
5%
37% 12%
28% 31%
30% 31%
14% 19% 13%
9%
12%
20% 8% 20% 28%
11% 11%
9% 9% 11% 33%
11% 7% 21% 22% 24%
10% 17% 16% 19%
13% 11% 13%
8% 7% 4% 9% 9%
6% 3%
0%

A l t less
lot l Somewhat l
S h t less About th
Ab t the same amount
t Somewhat more
S h t A l t more
lot I have never done thi
h d this

Dec 2010

4. Game On
As we progress into 2011 playtime will
become more important in people’s lives than
ever before. Electronic gaming has become
the world’s most valuable entertainment
industry in revenue terms. Significant
proportions claim to play video games at
least once a week and “social gaming” via
social gaming
social networking profiles place games at the
heart of online social interaction. More, as
mobile devices have become more
sophisticated, gaming on the go has become a
widespread activity, enabling consumers to
y g
cleverly fill moments of unproductive
downtime.
Gaming as we know it, however, is changing.
No longer a simple pastime, 2011 will see the
further integration of playful, game-like
mechanics into the products and services we
use, as well as the leisure activities we
pursue.

21

Penetration: Games console ownership across the globe

GB Germany
63% 40%
France
USA 49%
Japan
J
59% Spain Italy China
34% 55%
60% 47%
South Korea
21%

India
24%
Brazil
40%

Argentina Australia
33% 58%


Across Europe gaming is becoming a multi-generational
activity
Proportion of respondents playing computer or video games at least once a week
100%

90%

80%

70%

60%

62%
62%

62%
61%

59%

59%

58%
58%
57%

57%

56%
56%

55%

50%
%

%
53%

%
53%
5

52%
5
%

%

51%
5
51%

51%
50%

50%

50%
49%
49%
49%

48%

46%
40%

43%

43%
42%

41%
41%

40%
40%

40%
39%

39%

38%
38%

35%
30%

33%
31%

31%
31%
31%

29%
%

%
%
%

27%
2
20%

21%
10%

0%

16-24
16 24 25-39
25 39 40-54
40 54 55+
55


Gaming more popular in emerging markets

Proportion of respondents playing computer or video games at least once a week
90%
83%

80%
79%

74%

70% 73%
%

%

70%
7
69%
6

68%
60%

63%
61%

60%
58%

58%
58%

57%
57%

57%
56%
50%

52%

51%
49%

49
%

9%
%
40%

41%
40%

37%
30%

20%

10%

0%

16-24
16 24 25-39
25 39 40-54
40 54 55+
55

Source: nVision 2010 (*China 16 – 54) 24

Established markets are catching up with play on the
go led by the emerging markets
Proportion of respondents who play games on their mobile phone at least once a week
60%

50%

52%

51%
40%

38%
30%

30%
29%

27%

25%
23%

20%
22%

22%

21%

21%

21%
20%

18%
%
16%

15%

14%

13%

12%
10%

10%
0%


Play on the go is driven by the increased need to
avoid unproductive downtime
Q. % who agree “One of the things I dread most is to be bored, or have nothing to do”
100%

90%

80%

70%
67.30%

65.60%

65.30%
60%

60.20%
59.10%

56.0

50%

%

52.30%
5
00%
%

51.40%
50.60%

49.00%

46.90%
45.90%

45.40%

45.20%

44.70%
40%

42.20%

35.30%
30%

30.7

%
26.60%
2
70%

26.20%
20%

20.00%
10%

0%

0.00%


The big push for gaming in 2011 will be within social
networking
Proportion of social networkers who have played a game within a social networking site

Germany
29%
France
USA 30%
Japan
45% Spain Italy China
78% 25%
42% 41%
South Korea
21%

India
48%
Brazil
49%

Argentina
50%


5. Alternative Economies
In 2011 we fully expect to see consumers
increasingly collaborate with each other in
order to boost individual purchasing power
and to share discounts, rewards and tips.
Sites such as Germany’s Citydeal and UK’s
Groupola (the sister of US site Groupon)
offer shoppers’ daily di
ff h ’ d il discounts which are
t hi h
redeemable only if a set target number of
people buy the deal before it expires.
The internet has powered the possibilities of
communities to create sites to swap and
share products and services
services.
2011 will also see public authorities in some
corners of the globe encourage the whole
principle of joint-venturing and partnership as
a way of a) stimulating new forms of
creativity b) distributing responsibility for
social problems and c) controlling public
sector finances.

28

Bulk buying is increasingly popular across markets

Q. “Nowadays, I buy products in bulk…”(1=Always, 7=Never)
100% 4 3 2
6 4 6
10 11 8 10 9 11 6 9
5
5 17
90% 22 14 7
18 26 10
12 15 11 10 15
11 12
80% 19 22
15
15
13 15
70% 16 16 16 23 15
18 23
24 23
21
60% 20 19 25
26
25
21 19
50% 24 31
24 23 30
16
40% 27 27 32
22
24
20
16 20
24
30% 25
19 18
20 18
20
20% 17
18
18 14 33
28 21
12 24 25
10% 17 18 19 21 18 15
12 9 10
6 8
5
0%

1+2
1 2 3 4 5 6 7-Never
7N

Dec 2010

Sites which enable consumers to swap or share
goods and services are reaching a wider audience
Q. “Nowadays, I share or swap products I need via community websites, family, or friends…”
100%

90%
27 28
33 34 31 33
80% 39
43 41 44 44
40
47 45
49
54
70%
15
16
12 14
60% 13 18

16 10
17 7
50% 17
13 14 14 13 21
13 18
17 15
15
40% 11 15
15 20
11 12
9 14 17 14
7 10 10
30% 19 10
15 7
11 17 16
13 17
11 14 13 13
20% 11 18
18 15 13
10
10 9 8 10 5
12
10% 9
5
11 7 7 18
14 14
9 8 9 10 9 11 10
6 5 5 7 6 6
0%

1+2
1 2 3 4 5 6 7-N
Never

Dec 2010

Collective purchasing and group discounts: Sites
facilitating the ‘Team Buy’
Team Buy

• The phenomenon of collective discounting emerged notably in mainland
p g g y
China where it is known as Tuangou which, roughly translated, means
‘team buy’. Closely linked to the tradition of haggling, team-buying
consists of a group of people meeting at the same time to negotiate the
p
price of an item in a shop. Chinese sites like Liba and Taobao help
p p
consumers to find others looking for discounts. Similar communities can
be found in the US and Europe although these are less established.

• At the same time, a wave of websites such as Germany’s Citydeal, UK’s
Crowdity and G
C dit d Groupola (th sister of US site G
l (the i t f it Groupon) and L d
) d London-
based Snippa offer shoppers’ daily discounts – usually one per day –
which are redeemable only if a set target number of people buy the deal
before it expires and thus leave the retailer with a profit. These sites offer
deals
d l on a range of purchases many of which are l i
f h f hi h leisure-oriented.
i t d

• We have even noticed versions which aim to cater for other emerging
markets. Barriocuda plans to offer consumers local discounts in South
American markets including Brazil Mexico and Colombia
Brazil, Colombia.

31

Sourcing inspiration and innovative ideas from the
wider consumer collective

• Quirky.com is a US site where new product ideas are shared with the
y p
13,000 strong Quirky community to crowdsource advice and opinion for
product development. If a member’s advice is taken on board or is seen
to have been influential, then they are credited for their contribution with
cash payments, relative to the importance of their input. The French site
p y p p
CrowdSpirit works under a similar ethos.

• Many brands are widening their creative processes to benefit from the
wisdom of crowds and we see this being applied across sectors. The
g pp
Nokia beta labs community, Asda’s ‘Chosen by You’ scheme and
Volkswagen’s ‘app my ride’ competition all aim to extract good ideas
from the populus to drive their creative processes.

• Even media production is subject to the trend. Ridley Scott is producing a
crowdsourced documentary using footage uploaded by people across
the globe to YouTube of various happenings filmed only on July 24th
2010

32

As a consumer, I have had the opportunity to come
up with an idea for a brand e.g. via Facebook, other
social networks, ad campaign, customer feedback
scheme etc

18% 31% 22% 25% 15%

UK USA France Germany Japan

6. The Selfish Green
In previous waves of Evolution of the
Consumer we identified that consumers are
concerned about environmental issues.
However, translating general concerns into
actual behaviour is a difficult task for
consumers and few - wary of overspending
household budgets and pragmatic in their
consumption choices - are willing to pay a
premium for products guaranteed to not harm
the environment.
In 2011, companies have a clear
opportunity to give consumers the green
light for green consumption by creating
offers that: do not interrupt everyday life, that
can in some way deliver (either in the short or
long-term) money-saving benefits and that can
provide consumers with immediate feedback
of both their own eco-friendlier actions and
those of brands and companies.

34

Environmental goodwill stronger in emerging markets

Q. Proportion agreeing “I am concerned about what I personally can do to help
protect the environment” (see notes). % who agree/agree strongly by country
p ( ) g g gy y y
100%

80%

84
4%

81%

79%

71%
68%

66%

65%

60%
61%

61%

60%

59%
%

%

%

55%
5
55%

54%
54%

54%
52%

47%
40%

42%
20%

0%

0%
Germany
Ireland

France

Russia

Argentina
Italy

Denmark

Hungary

USA
Spain

Poland

Brazil
Sweden

India

China*

South Korea
Czech Rep

Australia

Japan

Concern translating into action is also stronger in
these markets
Q. Few agree strongly “I would be willing to pay as much as 10% more for grocery items if I could
be sure that they would not harm the environment”. % who agree/agree strongly by country
y g g gy y y
100%

80%

60%

40%

27%

25%
20%

20%
16%

14%

11%
10%

10%

9%

9%

9%

8%

8%

7%

6%

6%

6%
0% 5%

%
%

2%
2

2%
2
Germany
Russia

France

Ireland

Argentina
Hungary

Italy

Denmark

Netherlands

USA
Spain

Poland

Brazil
Sweden

India

China*

South Korea
Czech Rep

Australia

Japan

The organic trend is tipping in emerging markets
but declining in established ones
Q. “I continue shopping for organic food”
100%
7
11 12
90% 21 21 19 18
22 23
29 30 27
34
80%
46

70% 61
52
71
60% 45 34
61
53 53 71 39
53
50% 62 43
39
52
40%
35

30%
26
13
42 43
20% 37
34
29 27 27
26 26 25
10% 20 19 19 19 17 14

0%

Disagree
Di Neither
N ith agree or di
disagree Agree
A

Dec 2010

Price takes priority over ethical values

Q. “Price is now my priority rather than how green a product is”
100%
12
90%
27 28 29 28
31 32 34
36 36
80% 43 43 43 19
45
49
54
70%
15
60%
22
38
36 44
50%
35 47 43

40% 31 45
23
40 41
70
44
30% 58 32

45
20%
34 35
30 29 28
24 26 25
10% 18 18
16 14
12
0%

Disagree
Di Neither
N ith agree or di
disagree Agree
A

Dec 2010

Consumers have increasingly high expectations
for brands to take responsibility
Q. “Companies should be penalised for failing to care for the environment”. % who agree or agree
strongly by country
gy y y
100%

90%

91%

89%
80%
82%
8

79%

78%
78%

77%

76%

76%

74%
70%

72%

71%

70%

67%

66%
60%

64%

63%

61%
%
50%

54%

50%

46%
40%

30%

20%

10%

0%

0%
Hungary

Denmark

Germany
Russia

Ireland

France

Argentina

Japan
Italy

GB

Netherlands

USA
Brazil
Poland

Spain

Sweden

India

South Korea

China*
Czech Rep

Australia

New routes to personal and corporate eco-energy
transparency

% interested in an 36% 62%
app/device that could “scan
28% 53%
barcodes and give
information about how
i f ti b th 25% 38%
environmentally friendly a
product was”.
was 30% 28%
8%


7. We Are Family
Changes in the demographic structure of
global populations are having a major impact
on people’s life courses and, as a Family
interaction is increasingly spread across
generations, households and places. As
longevity increases, older generations will
increasingly play an active role in the extended
family life; from helping out with childcare to
advising younger family members about future
careers and lifestyle choices.
It can be argued that families are becoming
more connected than ever We also note that
ever.
parents maintain an increasing amount of
influence and support within their children’s
lives for longer. From a financial perspective,
young adults will increasingly draw upon parental
and familial support. The influence of the family
network on purchasing decisions is
unquestionably potent.

41

Family and friends are a powerful influence on
purchasing
Q. “If a friend or family member recommends a product or service to me I am much more likely to buy it”
80%

62%
70%
60%

58%

50%
55%

57
60%

7%
51%

48%

52%

48%
40%

43%

48%
48%
50%

42%

40%
40%

36

35%
6%

30%
32%
30%

31%
20%

18%
17%
13%

10%

13%
12%
11%
11%
11%

9%
9%

8%

8%
7%
7%

6%

6%

6%
6%
5%

4%
0%

%

2%
2
Hungary

Russia
Germany

Netherlands

Brazil
Ireland

Poland

Sweden

France

China

Argentina

India

Australia

Japan
GB

Italy
Denmark

USA
Czech Rep.

Spain

South Korea
Agree strongly
A t l Agree
A


The power of recommendations from friends and
family is strongest in China and India
Q. % who consulted friends-family before purchasing a TV
100%

80%

60%

47%

47%
40%
37%

37%

36%
34%

34%

33%
32%

30%

29
%

28%

28%
9%

27%
2
%

25%
20%
23%

22%
20%

19%
19%

17%
0%
Hungary

Denmark

Germany

Netherlands
Russia

Spain

Ireland

Sweden

France

China

South Korea

Argentina
Czech Rep

Australia

Italy

Australia

Japan
USA
Poland

Brazil
India

Consumers look to spend more quality time with
their families
Q. Which of these best describes how often you do each of the following activities?
Eat a family meal together. Average times p week
y g g per
6.0

5.0
4.77

4.74

4.73
4.62

4.49
4.42

4.38
4.0

4.22

4.21
4.04

4.03

3.98
3.87

3.83

3.81
3.31
3
3.0

3.04
2.91

2.86

2.75
2.0

1.51
1.0

0.0
Denmark

Germany

Hungary
Sweden

Ireland

France

Russia

Spain
Italy

Czech Rep

Japan

Argentina

China*
Australia
Netherlands

GB

USA
Poland

Brazil
India

South Korea

The Bank of Mum and Dad

Q. Some of the things people have told us they are concerned about are listed here. Please say which of
the following items y p
g you personally are concerned about. “Financially supporting my extended family” %
y y pp g y y
who are concerned
100%

90%

80%

70%

60%

64%
60

%
0%

57%

50%

54%

50%

47%
44%

40%

30%
30%
3

30%
3

20%
23%

22%
21%

20%
19%

18%
10%

6%
12%

12%

11%

3%
0%
Hungary

Denmark

Germany
Spain

Russia

Ireland

Poland*

Sweden

France

China

Argentina
Italy

Japan
Netherlands

USA
Brazil

India

South Korea
Czech Rep

Australia

8. Concierge Brands
The availability of concierge services was once
entirely confined to the gilded world of the affluent
elite, celebrities and only the most senior of corporate
executives. But enhanced service offerings are now
burgeoning in the mainstream landscape,
becoming one more weapon in brands’ arsenal to
satisfy the demands of th exacting, maximising and
ti f th d d f the ti i i i d
budgeting consumer in 2011 and beyond.
Such is the scale of innovation taking place that highly
personalised services are becoming the new
loyalty-mortar for offers in virtually all sectors.
This innovation is being electrified by all the
possibilities for real-time personalised contact
which the internet provides. And to this we add the
bottomless appetite for here-and-now convenience,
drudgery-elimination, crisis-management, fun-
enhancement…
enhancement as well as for status-confirming club
status confirming
membership which the 21st century consumer most
emphatically demands.

46

Consumers increasingly look for brands which make
them feel special and unique
Q. Please tell us how much you agree or disagree with the following statement: I only want to own
things I care about.
g j15
100%

90%

80% 42
48
53 53
56
70% 61 59 60
64
68 68 65 66
69 69
60% 82

50%

40% 39

41 21
30%
40 29 40
28 29 23
23 21 20 27
20% 23 32
5
23
10% 19
11 12 11 11 12 14 12
10 8 8 10 7
4 6
0%

Disagree
Di Neither
N ith agree or di
disagree Agree
A

Consumer December 2010

j15 Jo: can you work out how to get all the bar charts on the page.
jo.rigby, 09/01/2011

The need to feel ‘valued’ as a customer is an integral
part of today’s path to purchase and brand
experience
Q. ‘In the past year I have taken my custom to a different shop or company because of poor customer
service’ % who agree or agree strongly, by country
g g gy y y
100%

90%

80%

70%
36%
60%

50%
33%
43%
40% 50% 39%
41%
39% 36% 44%
30% 34%
29%
32% 26%
30%
31%
25% 45% 27%
20% 20% 29%
22%
29%
18%
10% 21% 19%
14% 16% 17% 14% 16%
12% 12% 13% 12% 10% 11% 11% 11%
7% 9% 7%
3%
0%
Hungary

Netherlands

Brazil
Poland

Sweden

France

Russia

Australia

Japan
GB

Denmark

Germany

USA
Czech Rep.
Ireland

Spain

Argentina

China

India

South Korea
Italy

Agree strongly
A t l Agree
A


Related trend manifestations

• Virgin Holidays has introduced a ‘Rockstar Service’ which carries the promise
“Feel like a rock star on holiday by booking with someone who g
y y g goes the extra mile
to make you feel special”. The service comprises the ‘v-room’, an exclusive
relaxation area at Gatwick airport, a ‘Check in, Chill out’ service which allows
customers to check in directly from their hotel and a dedicated concierge facility
that makes recommendations, reservations and meets any special requests.

• In the UK, Vue Cinemas’ ‘Scene’ sub-brand showcases an only-slightly-
premiumised version of the same idea. Aimed at cinema-goers aged 18 and over,
these venues promise a red carpet viewing experience, with ultra-comfortable
interiors,
interiors private lounges and bars as well as a concierge service And all of this is
service.
included for a minimal price premium, making it a small indulgence, anchored
firmly within the grasp of the majority of British consumers.

• Similarly in India, in a bid to accommodate upgrade-hungry filmgoers, PVR’s ‘Gold
Class’ cinemas (located across the country) offer exclusive halls with recliner seats
and in-seat service as well as a private lounge for customers. By doing so, the
cinema commands ticket prices that are 2-3 times higher that the norm. PVR
began with its first 'Gold Class' screen in Bangalore in 2004. Other premium
players in the Indian cinema market include Cinemax Entertainment (whose fourth
'Red Lounge‘ arrives in Nagpur in 2010), and Adlabs Cinemas, who have a
luxurious ‘Ebony Lounge' in Mumbai.

49

9. Socially Networked and
y
Mobile
What will characterise internet usage in 2011 and
beyond? We identify here 2 key drivers – the further
embedding of social networking into the fabric
of the internet and the continuing flight of
g g
internet activities to mobile devices.
Social networking has become a key internet
activity. In many corners of Europe, we are
approaching majority take-up. In emerging BRIC
markets too, social networking has become one of
the most popular online activities for Netizens The
Netizens.
internet is becoming a big social club.
Though still a niche trend globally, 2011 will witness
more and more internet usage migrating onto
mobile devices. The latest generation of
smartphones/tablet devices allow people to carry out
virtually any kind of activity – from the serious to the
frivolous – wherever they are.

50

By the end of 2010 there were over 2 billion
internet users globally, double the figure in 2005
globally
Q. Estimated Internet users per 100 inhabitants
100

90

80

70

71.6
66.6
65

60

62
61.8
59

58.8
55
54.7

50

53.6
51
50.4
49.4
4

1
6
46.3

46
45.9

44.8

40
39.2
36.3

35.7

30

30.1
27.1
25

20 24

23.8
5.2

4.9

1
21.9

21.1

20.8
20.5

19.5

18.5
18.4

17.5
16.9

16.6

15.9
15.3
10
13.8

13.6
12.9

12.3
10.7

10.6

10.7

9.6
9.5

9.4
2.2

3.6
5.9
8.8

7.8
8

3
0
pe

ed

ng

rld
ca
as

IS

fic
es
The America

Arab State
Europ

Develope

Developin
Afric
CI

Asia & Pacif

Wor
2005 2006 2007 2008 2009 2010*

Source: UN ITU World Telecommunication/ ICT Indicators 51
database 2010 (*estimate)

By the end of 2010 there were over 5.3 billion
mobile subscriptions worldwide
Q. Mobile cellular telephone subscriptions per 100 inhabitants
140

131.5
128.6

120

120
118.5
117.7

116.1
114.3
113

111

10
09.2
1.1

3
100

102
100.5
96.4

94.1

93.4
91

89.3
80

82.3
81.9

81.9

79.4

76.2
73.3
72

2
2.4

67.9
67.8

67.6
60
63

61.3
59.7

59.3
57.7
55.8
52.9

52.1

50.1
48.2
45.6
40

41.7
41.4
38.7

38.5
37.6
36.

33
7

5
32.1
3
.4

6

3.9
30
28.6
26.6

20

23.3

22.9
22.5

17.8
12.3
0
pe

ed

ng

rld
IS

ca
as

fic
es
The America

Arab State
Europ

Develope

Developin
Afric
CI

Asia & Pacif

Wor
2005 2006 2007 2008 2009 2010*

Source: UN ITU World Telecommunication/ ICT Indicators 52
database 2010 (*estimate)

Countries where the majority social networkers log in
everyday


Social networks fuel conversations

51% 50%
I find that things I
see on social
52% 41%
networking sites
give me something
to talk about to 66% 66%
friends and family
34%

54

Breaking free of the wired web to go mobile

Q. % who have used the mobile internet at least once a week, by country
100%

90%

80%

70%

66%
60%

50%

47%

47%
40%
36%

30%
31%

31%

31%
%

%

%
28%
2

27%
2
27%
2

25%
24%

20%
22%

21%

21%

20%
18%

18%

17%
10%

13%

11%
0%

0%
Hungary
Russia

Sweden

China*

Japan

Australia
Denmark

Netherlands

Germany
Poland

Brazil
Ireland

France

Spain

India

Argentina
Czech Rep
GB

Italy

USA
South Korea

10.
10 Lure of the Shop Floor
Faced with increasingly competitive e-commerce
channels, weather fronts that can often dissuade
shoppers from venturing outdoors and a global
economy threatening to remain uncertain in many
areas into the decade’s teen years, the bricks-
y ,
and-mortar retail world has come under sustained
pressure to offer engaging and attractive offers.
In 2011, we expect retailers to evolve retail
locations into havens of technological
interactivity and experiential treats. We will be
presented with a radically altered retail future
future,
where shopping locales become genuinely
alluring leisure destinations, complete with unique
in-store activity and, crucially, seamless
connectivity with the technologies and networks
consumers can so readily access on-the-go.

56

Leisure shopping more popular in emerging markets
where e-tailing is still developing
‘Going shopping because I feel like it, not because you have to’, average times per month

4.29 3.85 2.18

2.06
2 06 2.05
2 05 1.84
1 84

1.52 1.23


Increasing demand for me-tail technology to enhance
retail experience
Proportion who would be interested in location-based apps or devices

<60%
60% 61-70%
61 70% 71-80%
71 80% >80%
80%

Source: Global nVision 58

• At CompUSA electronics stores, customers are invited to browse the
internet for product information, price comparison and consumer
reviews on the very same computers and devices that are being
offered for sale. The company hopes that by providing information at
point-of-sale and indulging maximising behaviour , people will reach
final decisions about what to buy when on the premises (and hopefully,
in the retailer’s favour).

• During 2010, the US-based Home Depot gave10,000 of its employees
portable devices that can take payments from customers throughout
the store and call-up information on stock levels and product
availability.
il bilit

• Shop assistants at the flagship Tokyo store of wedding service
company Novarese Inc are reported to use iPads to help customers in
p y p p
the dress-buying process. Sydney restaurant Global Mundo Tapas
has gone as far as to (bravely) replace printed menus with iPad
devices. Diners can view additional nutritional information and send
orders, via Wi-Fi, to the kitchen. The Square service for iPad (with
q (
swipe card add-on) lets merchants take payment wherever there is an
internet connection. Payment is confirmed by touchscreen “finger
signatures”, with receipts sent as emails or SMS.

59

11. A Right Royal Knees-up
g y p
We predict that the 2011 Royal Wedding of
Prince William and Kate Middleton in the UK
will be the largest event ever accessed via
social media across the globe. One billion
people watched the wedding of Prince
Charles and Lady Diana in 1981. A massive
4 billion people are predicated to watch her
son marry on 29th April, that’s three quarters
of the world’s TV viewing population. This
will be dwarfed by the amount of social
media content generated and shared across
the big day.
In our quick poll about the event we weren’t
too surprised that the royal loving Australians
were more aware of the event than the
f
cynical Brits!

60

Massive awareness of the engagement across the
world
Q. Have you heard about the recent engagement of Prince William and Kate Middleton in the UK?
100%
6 7 7
11 10 11
16 14
90% 19
24
20
27 29 27
34
80%
45

70%

60%

50%
95 93 93
89 90 89
84 86
40% 81
76
80
73 71 74
66
30%
56

20%

10%

0%

Yes
Y No
N

Dec 2010

We’ll be tracking this to see how many give in to
temptation as the excitement builds!
Q. Will you be watching the UK Royal Wedding (Prince William and Kate Middleton) in 2011?
100% 3 3 4 2 4 4 2 1 3
5 6 6 6
9 10
13
90%
25

80% 39
32
39 22 41 40
40 45
41 45
70% 41 49
55 52
50
60%
40
50%
44
40% 39 22
43 16 11 41
37 59
50 43 49
30% 43
30 29
20%
32 34
30 29
10% 17
20 21
16
15
10 11 11
7 6 6 7
0%

Yes No Maybe I am not aware of the Royal Wedding

Dec 2010

Twitter will have to brace itself for its busiest traffic
day since it launched
Q. How will you be following coverage of the UK Royal Wedding (Prince William and Kate Middleton)?
100% 8 5 0 0 2 0
2 7
2 8
0
6 3
13 12 21 9 13 6 8
7 10 20 16 7
10 8 10 7 5
6 7 24 5 11
90% 15 9 6 18
3
1 4 13 31
24 28 9 11
34 6 35 8 29 12
3
4
1 23 2 11
80% 54
21
34
21 6
21 21 17
18 35 43
27 35 39 16
70% 25
9 7 18 25
17 28 13
15 10
24 17 39 41 11 22 25
60%
7 13
35 21
29 18 31
13 32 21
50% 20
35 27
32
22 24 45
40% 42
63
42
30% 91 97
89 81
93
84 82 83
20% 81 68 83
79
75 82
72 76
10%

0%

TV Newspapers
N Magazines
M i Twitter
T itt Social t
S i l networking sites
ki it Official
Offi i l websites (e.g. CNN, BBC)
b it ( CNN Radio
R di Blogs
Bl

Dec 2010

11 trends for 2011-phd

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