The Changing Nature of Consumer Behaviour
1 like1,348 views
This document discusses changing consumer behavior and focuses on different generations. It provides statistics about consumer opinions, behaviors, and demographics broken down by generation. Some key points include that Generation Next is more pessimistic about their future than previous generations, they are often portrayed negatively in the media despite declining risky behaviors, and they are less likely to identify with political parties than older cohorts. The document examines differences between generations in areas like health, wealth, living situations, and technology usage.
The Changing Nature of Consumer Behaviour
- 1. Changing Nature Helen Wilson Managing Director, Ipsos Loyalty – the Customer Experience Specialists helen.wilson@ipsos.com @IpsosMORI @HelenWilson_CX of Consumer Behaviour Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 2. Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public How will you vote on the question “Should the United Kingdom remain a member of the European Union or leave the European Union”? A B C Remain Leave Undecided POLL OPEN 71.43% 20.24% 5.95% 2.38%D Would not vote
- 3. We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten… Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 4. But first... how are we feeling? Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 5. The Ipsos MORI Economic Optimism Index Do you think that the general economic condition of the country will improve, stay the same or get worse over the next 12 months? -8 Base: 1,026 British adults 18+, 16th – 18th April 2016 Source: Ipsos MORI Political Monitor -80 -60 -40 -20 0 20 40 Apr1998 Aug1998 Dec1998 Apr1999 Aug1999 Dec1999 Apr2000 Aug2000 Dec2000 Apr2001 Aug2001 Dec2001 Apr2002 Aug2002 Dec2002 Apr2003 Aug2003 Dec2003 Apr2004 Aug2004 Dec2004 Apr2005 Aug2005 Dec2005 Apr2006 Aug2006 Dec2006 Apr2007 Aug2007 Dec2007 Apr2008 Aug2008 Dec2008 Apr2009 Aug2009 Dec2009 Apr2010 Aug2010 Dec2010 Apr2011 Aug2011 Dec2011 Apr2012 Aug2012 Dec2012 Apr2013 Aug2013 Dec2013 Apr2014 Aug2014 Dec2014 Apr2015 Aug2015 Dec2015 Apr2016 Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 6. 41% 39% 30% 22% 18% 18% 17% 17% 16% 11% Immigration/Immigrants NHS/Hospitals/Healthcare European Union/Europe Economy Education/Schools Unemployment Poverty/Inequality Defence/Foreign… Housing Crime/Law and Order/ASB Issues Facing Britain: April What do you see as the most/other important issues facing Britain today? -5 +5 -3 +7 +2 +3 +2 +3 +1 +3 % Change since March: Position Top mentions % -3 +1 Base: 966 British adults 18+, 8th – 19th April 2016 Source: Ipsos MORI Issues Index +1 -1 +2 +2 Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 7. Issues Facing Britain: Long Term Trends What do you see as the most/other important issues facing Britain today? *Up until September 2014 the code was race relations/immigration/immigrants Base: representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home Source: Ipsos MORI Issues Index 0 10 20 30 40 50 60 70 May 1997 May 1998 May 1999 May 2000 May 2001 May 2002 May 2003 May 2004 May 2005 May 2006 May 2007 May 2008 May 2009 May 2010 May 2011 May 2012 May 2013 May 2014 May 2015 NHS UNEMPLOYMENT CRIME/LAW & ORDER ECONOMY IMMIGRATION* HOUSING Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 8. So what do YOU know about consumers? Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 9. 9 OUT OF EVERY 100 PEOPLE AGED 20 YEARS OR OVER HOW MANY DO YOU THINK ARE EITHER OVERWEIGHT OR OBESE? A 28% B 40% C 62% Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 10. Q. Out of every 100 people aged 20 years or over, how many do you think are either overweight or obese? POLL OPEN 18.28% 49.46% 32.26% A B C A 28% B 40% C 62% Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 11. +21 +9 +6 0 -8 -9 -9 -11 -11 -11 -12 -13 -13 -14 -14 -15 -16 -16 -17 -17 -17 -17 -18 -19 -19 -20 -20 -20 -24 -26 -33 -33 -43 India Japan China South Korea South Africa Netherlands Brazil Serbia Australia Hungary Argentina Canada Chile Italy Ireland Peru Mexico United States Belgium France Germany Poland Great Britain Sweden New Zealand Colombia Spain Norway Montenegro Russia Israel Turkey Saudi Arabia The public generally underestimate the proportion of overweight or obese people in their country. 41 20 32 23 34 28 32 32 47 55 40 49 47 56 42 53 51 62 49 60 40 52 43 56 53 66 36 50 44 58 41 56 53 69 50 66 36 53 32 49 40 57 40 57 44 62 33 52 47 66 35 55 38 58 33 53 35 59 31 57 24 57 32 65 28 71 Q. Out of every 100 people aged 20 years or over, how many do you think are either overweight or obese? % point difference too low | too high Avg. guess Actual Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 12. 12 WHAT PROPORTION OF TOTAL HOUSEHOLD WEALTH DO YOU THINK THE WEALTHIEST 1% OWN? A 23% B 27% C 29% Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 13. Q. What proportion of the total household wealth do you think the wealthiest 1% own? A 23% B 27% C 29% A B C 10.2% 11.22% 78.57% POLL OPEN Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 14. +36 +33 +33 +32 +32 +30 +29 +29 +23 +22 +20 +20 +17 +16 +15 +14 +13 +11 +9 +6 +4 +2 0 -1 -7 -8 -13 -15 -17 Great Britain France Australia Belgium New Zealand Canada Germany Spain Italy Japan Norway United States China Netherlands South Korea Sweden Ireland Chile Colombia South Africa Poland Argentina Mexico Turkey Israel Brazil India Peru Russia People generally overestimate the total household wealth that the wealthiest 1% in their country own. This is particularly true for developed countries. 59 23 56 23 54 21 50 18 50 18 55 25 59 30 56 27 46 23 41 19 45 25 57 37 56 39 40 24 49 34 46 32 40 27 54 43 43 34 49 43 38 34 46 44 36 36 53 54 32 39 40 48 40 53 32 47 53 70 Q. What proportion of the total household wealth do you think the wealthiest 1% own? % point difference too low | too high Avg. guess Actual Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 15. 15 OUT OF EVERY 100 YOUNG ADULTS AGED 25-34 ABOUT HOW MANY DO YOU THINK LIVE WITH THEIR PARENTS? A 14% B 24% C 34% Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 16. Q. Out of every 100 young adults aged 25-34, about how many do you think live with their parents? A 14% B 24% C 34% A B C 16.13% 58.06% 25.81% POLL OPEN Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 17. % point difference | too high Avg. guess Actual +29 +25 +25 +22 +20 +20 +17 +15 +14 +12 +10 +7 +2 +1 Great Britain Spain France United States Ireland Sweden Belgium Norway Serbia Italy Germany Netherlands Poland Hungary All countries surveyed over-estimate the proportion of 25-34 year- olds living with their parents in their country. 43 14 65 40 36 11 34 12 39 19 24 4 34 17 19 4 68 54 61 49 27 17 18 11 46 44 49 48 Q. Out of every 100 young adults aged 25-34, about how many do you think live with their parents? Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 18. © 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. Focusing on generations Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 19. 71+ yrs 50-70 yrs 36-49 yrs 15-35 yrs Teenagers/young adults (ish)… 5 (ish) and under Pre 1945 1945-1965 1966-1979 1980-2000 1991-2006 1995-2009 1997 onwards 2000 onwards Since 2010 Pre-war (Silent) Baby Boomers Gen X Gen Y (Millennials) Gen Next Gen α Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 20. Proportion of UK adult (18+) population from each generational grouping 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Y Next (Born 2000 on) Pre-war Baby Boomers X 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 UK adult generational profile 100% Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 21. Very different generational profiles across countries… 0 20 40 60 80 100 UK Italy Japan India Pre-war Baby Boomers Generation X Generation Y Generation Next Source: Eurostat Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 22. Generation Wii Homeland Generation iGeneration Multi-Gen The Pluralist Generation Generation Z Generation Connected Dot Com Kids Conflict Generation Bubblewrap Generation Digital Natives Selfie Generation Rainbow Generation 2Ks Generation K The race to name Gen Next… Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 23. Ipsos Connect Widescreen Template | July 2015 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION)Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 24. Pew Research Center Their critical formative moment or moments may not yet have happened. It’s really too early to tell exactly which of the many forces acting upon them will be the most broadly applicable and impactful… Too soon… Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 25. Why bother then? Unpick period, lifecycle and cohort effects There are clear and important empirical cohort effects It can help you predict the future… And we do know some things about Gen Next… Generational – NOT age-based – analysis can be incredibly powerful… Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 26. A better future no longer seems so certain… Generation Next Generation Y Generation X Baby Boomers Pre War To what extent, if at all, do you feel that your generation will have had a better or worse life than your parents’ generation? Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 27. Generation Responsible Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 28. Wouldn’t think it from their press… 76% of press coverage of young people is negative Source: 76% figure quoted at Leveson Inquiry Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 29. Not surprising people have the wrong idea… Perils of Perception – in Britain we think… 16% of teenagers give birth each year 31% of young people are not in employment, education or training 50% of crime is committed by young people … US think 24% (actual 3%) … Italy thinks 51% (actual 20%) Actual = 3% Actual = 13% Actual = 12%* *Figures from British Crime Survey, as reported at Leveson Inquiry Illustrations by Signal Noise Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 30. 0 10 20 30 40 50 60 70 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Smoked cigarettes Drunk alcohol Taken any drugs Traditional risky behaviours have declined… Ever smoked, drunk alcohol, taken drugs: 2005-2014 (secondary school children) Source: Smoking, drinking and drug use among young people in England, NatCen Social Research (2014) Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 31. Generation Individual Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 32. One example – the slow but inevitable death of political parties? 0% 10% 20% 30% 40% 50% 60% 70% 83 84 85 86 87 89 90 91 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 Total Pre-war Baby Boomers Generation X Generation Y % Yes 51% 24% All data points represent > 200 responses Source: British Social Attitudes Do you think of yourself as a supporter of any one political party? Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 33. Generation Digital Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 34. Ipsos Connect Widescreen Template | July 2015 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION)Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 35. Smartphone ownership grows… …while mobile payments openness shifts 2012 2015 39% 66% Ipsos Mobile Payments Segments (GB mobile device users) 0 10 20 30 40 50 60 2012 2014 2015 Confident Open Cautious Disengaged % Source: Ofcom Communications Market Report 2015 (All adults aged 16+n=3,756) Sources: Ipsos Mobile Payments 2012 (Adult mobile users interviewed online n=2,000); Ipsos Global @dvisor 2014 (Adult mobile users interviewed online n=972); Ipsos Customer Tracker 2015 (Adult mobile users interviewed online n=987) Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 36. would like to put all of their loyalty and reward schemes into one app would like to automatically book their GP/doctor/hospital appointments on their mobile would like to pay for all forms of public transport with their mobile phone 36% 36% 33% Source: Which if any of the following would you like to be able to do on your mobile phone? Ipsos Customer Tracker Q3 2015 (UK adults aged 18-65 interviewed online n=1,010, of which n=872 are smartphone users) Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public What do British smartphone users want?
- 37. © 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public WORK, REST & PLAY? But what does all this mean in terms of…
- 38. © 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public WORK
- 39. © 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public REST
- 40. © 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public PLAY
- 41. Twitter most popular with young ABs % Accessing twitter in the past 3 months, by gender and social grade All 15-24 25-34 35-44 45-54 55-64 65+ Males 21% 38% 29% 31% 18% 9% 5% Males AB 30% 50% 61% 48% 31% 12% 6% Males C1 26% 43% 32% 36% 21% 14% 5% Males C2 15% 32% 19% 17% 12% 5% 6% Males DE 11% 31% 13% 10% 3% 4% 0% Females 16% 38% 22% 18% 14% 9% 1% Females AB 21% 57% 30% 26% 14% 17% 3% Females C1 17% 41% 21% 19% 19% 3% 1% Females C2 16% 39% 23% 14% 9% 12% 2% Females DE 9% 24% 14% 7% 9% 3% 0% 50-100%25-49%0-24% Source: Ipsos MORIBase: circa 4,000 GB adults aged 15+: Q2/ Q3/ Q4 2015/ Q1 2016 Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
- 42. @IpsosMORI @HelenWilson_CX Helen Wilson Managing Director, Ipsos Loyalty – the Customer Experience Specialists Ipsos Loyalty helen.wilson@ipsos.com Thank you. Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public