ipsos global trends survey 2014
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Global Trends Survey | July 2014
GLOBALTRENDS2014NAVIGATING THE
NEW
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Global Trends Survey | July 2014
BENPAGECHIEF EXECUTIVEIPSOS MORI
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Global Trends Survey | July 2014
#IpsosTrends
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Global Trends Survey | July 2014
16,000+PEOPLE
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Global Trends Survey | July 2014
20COUNTRIES
IN
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Global Trends Survey | July 2014
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MEGATRENDS
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Global Trends Survey | July 2014
POPULATIONCHANGE
UNEVENECONOMICGROWTH
GLOBALISATIONAND MIGRATION
CLIMATECHANGE
TECHNOLOGICALCHANGE
POLITICAL ANDINDIVIDUAL
CHANGE
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Global Trends Survey | July 2014
OUR TENTRENDS
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Global Trends Survey | July 2014
TECHNOLOGY PRIVACY TRADITION HEALTH
SIMPLICITY GLOBALISATIONGENERATIONS INEQUALITY
TRUST BRANDS
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Global Trends Survey | July 2014
TECHNOLOGYTHE CULTURE OF NOW
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EMERGING ECONOMIES MOREOPTIMISTIC ABOUT TECHNOLOGY
78%
73%
15%
18%
‘Technology generallymakes life better’
73%
61%
19%
28%
‘We need modern technology because only this can help to solve future problems’Agree Disagree
74%
65%
19%
27%
‘I try to keep upwith technology’
Emerging
Average
80%
66%
13%
25%
‘I would really like to knowmore about new technology’Agree Disagree
Emerging
Average
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Global Trends Survey | July 2014 13
THE CULTUREOF NOW
78%in China say they
are ‘constantly looking at screens
these days’
The level of interrupt, the sort of overwhelming rapidity of information… is in fact affecting cognition.
Eric Schmidt,Google
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Global Trends Survey | July 2014 14
THE CULTURE OF NOW
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Global Trends Survey | July 2014
PERSONALISATIONVS PRIVACY
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Global Trends Survey | July 2014 16
1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
IndiaBrazilChina
ItalyRussia
S AfricaArgentina
TotalPolandTurkey
U.S.GB
SpainBelgiumS KoreaCanada
AustraliaGermany
FranceJapan
Sweden
46%
44%
38%
37%
33%
32%
29%
26%
26%
26%
25%
23%
23%
22%
21%
21%
20%
19%
19%
12%
11%
29%
32%
24%
46%
41%
50%
38%
52%
52%
57%
57%
62%
62%
55%
54%
59%
60%
60%
68%
66%
69%
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
EMERGING/ESTABLISHED MARKETDIVIDE ON PRIVACY V PERSONALISATION
A
TotalGreat Britain
Key:
A. I am happy sharing information about my interests and past activities online so that I get personalised services and relevant recommendations even if it means organisations knowing more about me
B. I would rather keep my interests and past activities online private even if it means I do not get personalised services and relevant recommendations
B
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Global Trends Survey | July 2014 17
1
2
3
4
5
6
7
8
9
10
11
T
12
13
14
15
16
17
18
19
SpainS Africa
BrazilPoland
ArgentinaFrance
IndiaTurkey
U.S.CanadaS Korea
TotalGB
AustraliaBelgiumRussia
ItalyJapan
GermanySweden
80%
79%
78%
76%
72%
72%
72%
72%
71%
70%
69%
69%
68%
66%
66%
66%
65%
62%
60%
43%
16%
17%
14%
18%
20%
23%
22%
25%
22%
25%
28%
25%
24%
27%
28%
27%
29%
29%
35%
48%
Base: 16,167 adults across 20 countries (1,000 GB), online, 1-15 Oct 2013
BUT WHO’S GOTYOUR DATA?
Agree
TotalGreat Britain
Key:
I am concerned about how information collected about me when I go online is being used by my own government
Disagree
No China
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Global Trends Survey | July 2014 18
FranceSpainBrazil
PolandTurkey
ArgentinaS AfricaBelgium
ChinaTotal
CanadaS KoreaAustralia
IndiaItalyGB
U.S.Germany
RussiaSweden
Japan
79%
79%
77%
73%
71%
70%
70%
68%
68%
66%
65%
64%
63%
63%
63%
63%
62%
59%
56%
51%
47%
15%
16%
17%
20%
27%
23%
28%
24%
24%
27%
26%
30%
26%
31%
29%
24%
27%
33%
39%
40%
38%
Base: 16,167 adults across 20 countries (1,000 GB), online, 1-15 Oct 2013
WHO’S READINGYOUR POSTS?
TotalGreat Britain
Key:
I worry that companies can access my posts on social networking sites (such as Facebook or Twitter) or information about goods and services I have purchased (such as what I bought, where, when and for how much)
1
2
3
4
5
6
7
8
9
T
10
11
12
13
14
15
16
17
18
19
20
Agree Disagree
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Global Trends Survey | July 2014 19
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
SOCIAL MEDIA AND MEDIA COMPANIES BARELYMORE TRUSTED THAN FOREIGN GOVERNMENTS …
% Great deal / Fair amount
Global averageGreat Britain
Key:
Public sector healthcare providers
Banks
Your national government
Supermarkets
Private sector healthcare providers
Credit card companies
Insurance companies
Telecommunications companies
Social media sites
Media companies
Foreign governments
45%
45%
33%
32%
38%
31%
31%
25%
20%
19%
15%
41%
34%
31%
31%
28%
24%
17%
17%
12%
11%
10%
To what extent, if at all, do you personally trust the following to usethe information theyhave about you in the right way?
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Global Trends Survey | July 2014 20
WHERENEXT?
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Global Trends Survey | July 2014
TRADITIONMORE FORWARDS THAN
BACKWARDS
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Global Trends Survey | July 2014 22
1
2
3
4
5
6
7
8
9
10
T
11
12
13
14
15
16
17
18
19
20
TurkeyChina
S AfricaIndiaItaly
BrazilUS
AustraliaRussiaPoland
TotalBelgium
ArgentinaGB
FranceS KoreaCanada
GermanySpainJapan
Sweden
85%
75%
74%
72%
70%
70%
69%
67%
66%
65%
64%
63%
62%
61%
60%
60%
59%
54%
48%
43%
35%
13%
22%
23%
22%
25%
24%
24%
25%
27%
28%
30%
28%
30%
30%
35%
35%
34%
38%
45%
42%
55%
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
TotalGreat Britain
Key:
People led happier lives in the old days when they had fewer problems to cope with
THE POWEROF NOSTALGIA
Agree Disagree
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Global Trends Survey | July 2014
79%agree that
“it is up to everybody to work out their own set of principles to guide
their decisions”
LOOKING FORWARDSAND LOOKING BACKWARDS
78%agree that
“traditions are an important part of
society”
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Global Trends Survey | July 2014 24
1
2
3
4
5
6
7
8
9
10
T
11
12
13
14
15
16
17
18
19
20
RussiaIndia
ChinaS Korea
JapanBrazil
PolandArgentina
USTurkey
TotalS Africa
GermanyAustralia
GBCanadaBelgium
ItalyFrance
SpainSweden
73%
56%
54%
41%
38%
38%
37%
37%
36%
36%
34%
33%
31%
30%
24%
23%
23%
22%
16%
11%
9%
22%
39%
42%
55%
48%
55%
55%
56%
56%
61%
60%
63%
62%
63%
68%
70%
72%
73%
80%
83%
88%
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
BUT MOST PLACES NOT NOSTALGIC ABOUT GENDER ROLES
TotalGreat Britain
Key:
The role of women in society is to be good mothers and wives
Agree Disagree
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Global Trends Survey | July 2014
CAN WE LEVERAGE THE OLD TOPROVIDE REASSURANCE ABOUT THE NEW?
RETRO CHIC NEW TAKES ONFAMILIAR IDEAS
BIG SOCIETY
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Global Trends Survey | July 2014
HEALTHPERSONAL AND PREVENTATIVE
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Global Trends Survey | July 2014 27
1
2
3
4
5
6
7
8
9
10
11
12
T
13
14
15
16
17
18
19
BelgiumGBUS
AustraliaSwedenFrance
S AfricaIndia
CanadaArgentina
SpainGermany
TotalJapan
TurkeyS Korea
ItalyBrazil
PolandRussia
76%
67%
65%
64%
63%
63%
59%
58%
57%
53%
50%
50%
47%
43%
35%
34%
26%
19%
10%
9%
6%
13%
13%
16%
16%
14%
22%
14%
19%
16%
19%
15%
23%
15%
19%
19%
34%
53%
60%
56%
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
BEST AND WORST HEALTH SYSTEMS GLOBALLY
No China
How would you rate the quality of healthcare that you and your family have access to in …?
Good
TotalGreat Britain
Key:
By healthcare we include doctors, specialist physicians such as surgeons, hospitals, tests for diagnosis and drugs to treat various ailments.
Poor
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Global Trends Survey | July 2014 28
1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
BrazilIndia
ChinaTurkey
S KoreaArgentina
S AfricaTotal
BelgiumAustralia
JapanRussia
SwedenFrance
USCanadaPoland
GBGermany
SpainItaly
72%
49%
45%
39%
27%
25%
24%
24%
20%
19%
18%
18%
17%
16%
14%
12%
10%
9%
8%
7%
6%
8%
11%
10%
18%
11%
16%
32%
27%
23%
32%
13%
23%
27%
49%
35%
33%
34%
43%
42%
60%
44%
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
WHERE IS IT EXPECTED TO IMPROVE?
Over the coming years, do you expect the quality of healthcare that you and your family will have access to locally will improve, stay the same or get worse?
Improve
TotalGreat Britain
Key:
Get worse
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OUR HEALTH:ARE WE DELUDED?
BMI: 22.5BMI: 29
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FROM TREATMENT TO PREVENTION TO WELLNESS
72%want more control over
their healthcare
85%are willing to seek a
second opinion if doubts about doctors’ diagnosis
2ND
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SIMPLICITYCHOICE ABOUT CHOICE
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Global Trends Survey | July 2014 32
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
UNIFORM DESIRE FOR SIMPLICITY
16-24
25-34
35-44
45-54
55+
0 10 20 30 40 50 60 70 80
I wish my life was more simple
Emerging% agree
Established
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Global Trends Survey | July 2014 33
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
CHOICES OVERWHELM?
TotalGreat Britain
Key:
I often feel overwhelmed by all the choices I have about how to live my life
S KoreaIndia
TurkeyPoland
ItalyS Africa
ArgentinaTotal
ChinaJapan
AustraliaGB
CanadaBelgium
BrazilRussia
USSpain
FranceSweden
Germany
65%
65%
64%
62%
60%
58%
50%
48%
45%
45%
44%
44%
42%
41%
41%
41%
41%
39%
37%
34%
33%
32%
28%
33%
30%
36%
39%
42%
46%
51%
46%
49%
51%
52%
51%
52%
48%
54%
52%
58%
59%
61%
1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
Agree Disagree
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“…choice, complexity, and let’s call it limited attention span… can lead to behavioural market failures”Cass Sunstein
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GLOBALISATIONGLOBAL VILLAGE
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CHANGEANXIETY
56%agree “there are too
many immigrants in…”
77%agree “the world is changing too fast”
77%agree “the world is an increasingly dangerous
place to live”
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CHANGEANXIETY
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Global Trends Survey | July 2014 38
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
ENVIRONMENTAL DISASTER INEVITABLE?
TotalGreat Britain
Key:
We are heading for environmental disaster unless we change our habits quickly
ChinaItaly
ArgentinaTurkey
S AfricaIndia
BrazilS Korea
GermanyFrance
TotalBelgiumRussia
SpainCanadaSwedenAustralia
PolandGB
JapanUS
91%
84%
83%
81%
80%
79%
78%
77%
75%
75%
73%
73%
71%
70%
67%
65%
60%
59%
59%
59%
57%
7%
13%
13%
16%
16%
17%
11%
19%
19%
20%
20%
18%
22%
23%
25%
25%
31%
29%
29%
28%
31%
1
2
3
4
5
6
7
8
9
10
T
11
12
13
14
15
16
17
18
19
20
Agree Disagree
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GLOBALBUT LOCAL
Locality – people happier and
more optimistic closer to home – SAY want
local issues resolved at local level
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GLOBALBUT LOCAL
OUR VODKA
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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
RELIGION DIVIDES THE WORLD
TotalGreat Britain
Key:
My religion/faith is very important to me
BrazilS AfricaTurkey
IndiaUS
ArgentinaRussiaPoland
ItalyChinaTotal
CanadaAustraliaS Korea
GermanySpain
BelgiumFrance
GBSweden
Japan
79%
76%
76%
69%
67%
59%
55%
54%
49%
47%
47%
45%
38%
34%
32%
30%
27%
27%
27%
21%
17%
13%
21%
22%
26%
25%
32%
29%
37%
44%
42%
45%
47%
51%
61%
60%
60%
64%
66%
64%
76%
72%
1
2
3
4
5
6
7
8
9
10
T
11
12
13
14
15
16
17
18
19
20
Agree Disagree
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GENERATIONSGENERATIONS APART
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1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
THE SHIFTING BALANCEOF GLOBAL OPTIMISM …To what extent, if at all, do you feel that today’s youth will have had a better or worse life than their parents’ generation, or will it be about the same?
TotalGreat Britain
Key:
ChinaIndia
BrazilTurkeyRussia
S AfricaS Korea
JapanTotal
ArgentinaPoland
AustraliaItaly
GermanyCanada
GBSweden
USSpain
BelgiumFrance
81%
49%
45%
41%
40%
35%
34%
34%
34%
31%
31%
30%
29%
24%
23%
20%
19%
19%
16%
13%
7%
8%
32%
37%
41%
29%
47%
40%
37%
42%
37%
45%
42%
56%
42%
46%
54%
43%
54%
62%
60%
69%
1
2
3
4
5
6
7
8
T
9
10
11
12
13
14
15
16
17
18
19
20
Better Worse
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Global Trends Survey | July 2014 44
1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
WHAT’S HAPPENED TOTHE OPTIMISM OF YOUTH?To what extent, if at all, do you feel that your generation will have had a better or worse life than your parents’ generation, or will it be about the same?
TotalGreat Britain
Key:
1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
ChinaBrazil
TurkeyIndia
JapanRussia
S AfricaTotal
ArgentinaSwedenAustraliaGermany
PolandS Korea
USCanada
GBItaly
SpainFrance
Belgium
78%
48%
47%
46%
41%
41%
41%
37%
34%
32%
30%
30%
30%
27%
26%
24%
22%
21%
16%
16%
12%
Under 30s who expect life to be better
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INEQUALITYSHARING SUCCESS
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WHAT NEXTFOR WOMEN?
Half of Britons (54%) agreethat things would improve if women
held more positions of power.
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Global Trends Survey | July 2014 47
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
DIFFERENCES IN OPINION ON GAY/LESBIAN RIGHTS
TotalGreat Britain
Key:
Gay men and lesbians should be free to live their own life as they wish
SwedenSpain
CanadaBelgium
GermanyGB
ItalyFrance
ArgentinaAustraliaS Africa
USTotal
JapanTurkey
BrazilIndia
PolandS Korea
ChinaRussia
90%
86%
83%
83%
83%
83%
80%
78%
77%
76%
74%
70%
70%
62%
62%
61%
60%
58%
55%
55%
31%
6%
8%
10%
11%
12%
11%
15%
17%
15%
17%
22%
21%
22%
22%
34%
28%
30%
32%
37%
34%
53%
1
2
3
4
5
6
7
8
9
10
11
12
T
13
14
15
16
17
18
19
20
Agree Disagree
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Global Trends Survey | July 2014 48
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
INCOME INEQUALITY ISN’T POPULAR ANYWHERE
TotalGreat Britain
Key:
Having large differences in income and wealth is bad for society overall
ChinaSpain
TurkeyGermany
RussiaS Korea
ItalyBrazilIndiaTotal
BelgiumPolandFrance
CanadaGB
ArgentinaS Africa
AustraliaSweden
JapanUS
91%
86%
84%
84%
83%
81%
78%
77%
77%
74%
73%
72%
68%
68%
67%
67%
64%
64%
63%
60%
47%
7%
9%
12%
12%
9%
16%
13%
13%
18%
19%
16%
17%
23%
24%
22%
23%
32%
28%
32%
29%
41%
1
2
3
4
5
6
7
8
9
T
10
11
12
13
14
15
16
17
18
19
20
Agree Disagree
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TRUSTERODING AUTHORITY
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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
(DIS)SATISFACTION WITH GOVERNMENT
TotalGreat Britain
Key:
The way the government is running the country
SwedenGermany
CanadaIndia
TurkeyArgentinaAustralia
GBTotal
USS KoreaBelgium
JapanRussia
BrazilPolandFrance
SpainS Africa
Italy
31%
27%
25%
24%
23%
22%
20%
17%
16%
15%
14%
14%
13%
12%
11%
10%
7%
5%
5%
3%
45%
41%
42%
53%
59%
61%
47%
59%
60%
67%
53%
51%
46%
59%
59%
71%
73%
82%
84%
84%
1
2
3
4
5
6
7
8
T
9
10
11
12
13
14
15
16
17
18
19
Satisfied Dissatisfied
No China
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Global Trends Survey | July 2014 52
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
SO WHO DO CONSUMERS TRUST?FELLOW CONSUMERS …
TotalGreat Britain
Key:
What I read about other people’s good or bad experiences influences the companies or brands I choose
ChinaIndia
S AfricaTurkey
S KoreaRussia
BrazilGBUS
SwedenTotal
AustraliaCanada
GermanyPoland
ItalySpain
ArgentinaJapan
BelgiumFrance
86%
74%
74%
73%
72%
71%
68%
68%
68%
67%
67%
67%
67%
66%
65%
61%
59%
58%
56%
49%
48%
10%
20%
23%
24%
24%
20%
20%
24%
23%
29%
26%
26%
26%
26%
26%
32%
33%
29%
29%
41%
46%
1
2
3
4
5
6
7
8
9
10
T
11
12
13
14
1
16
17
18
19
20
Agree Disagree
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Authenticityand voice
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BRANDEXPERIENCE IS THE NEW BRAND
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59%disagree “when I shop I
always try to buy branded products”
THE POWEROF BRANDS
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74%
http://www.ipsosglobaltrends.com/
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A VOCAL MINORITY BUT A LURKING MAJORITY
BUT1/4of people have shared
their views about a company or brand
online
7/10will look at online
reviewsif they don’t feel
confident making a purchase decision
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THERE’SMUCHMORE
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WHAT DRIVES HAPPINESS…?RELATIONSHIP STATUS
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WHAT DRIVES HAPPINESS…?RELATIONSHIP STATUS
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WHO ARE MOST ALIKE?
GERMANS &JAPANESE
AUSTRALIANS &BRITS
ITALIANS &POLISH
FRENCH &BELGIANS
INDIANS, SOUTH AFRICANS& CHINESE
ARGENTINES &BRAZILLIANS
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Global Trends Survey | July 2014 64
1
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3
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5
6
7
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9
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13
14
15
16
17
18
19
20
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
BUT ULTIMATELY WE’RE ALL ALIKE….
TotalGreat Britain
Key:
People across the world have more things in common than things that make them different
TurkeyS Africa
ChinaIndia
SpainGB
AustraliaCanada
GermanyUS
RussiaArgentina
SwedenTotal
BrazilPoland
ItalyBelgiumS KoreaFranceJapan
81%
77%
74%
73%
73%
69%
68%
68%
68%
68%
67%
67%
66%
65%
65%
64%
62%
60%
50%
50%
34%
16%
19%
19%
21%
19%
21%
21%
23%
24%
22%
22%
22%
26%
26%
28%
26%
30%
29%
45%
41%
49%
1
2
3
4
5
6
7
8
9
10
11
12
13
T
14
15
16
17
18
19
20
Agree Disagree
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THANKYOU
http://www.ipsosglobaltrends.com/
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