American consumers increasingly see spending as an expression of their opinion, further complicating a vast, diverse market. Yet they are receptive to companies who deliver meaningful customer experiences.
25% of consumers in the US find the prospect of drone delivery ‘cool’.
“I think that probably I would continue at least working part time basically until I can't work anymore. Because I just really enjoy having something to do every day, and like having a routine. I would hate to be one of those retired people who just sits around and does nothing and deteriorates. And I'm sure, like even if I wasn't working I would find something to do in retirement.”
Emily, 28, Abilene, TX, USA
British consumers have embraced digital technology – especially e-commerce – but, uncertain about a post-Brexit future and anxious about the present, they are increasingly worried about trust and privacy.
34% of consumers in the UK say their data is not for sale.
“I care for aging parents and have kids. It’s tricky to balance. They live about an hour away, it’s challenging.”
Stephanie, 45, Scotland, UK
Some Chinese consumers are looking to trade up, while others are trading down as they hunt for bargains. Yet both groups are looking to technology to help them manage their time and their budget.
37% of consumers in China would trade personal data for a better customer experience.
“I think that technology makes life easier. Especially in [taking care of] children and parents. Because we can connect, contact with others more quickly and can use Baidu and Google to know how to take care [of] children and parents.”
Angel, 52, Shanghai, China
Technology is revolutionizing shopping for many Indian consumers in the smaller cities and rural areas, yet as their choice widens, they are becoming less forgiving of companies that don’t deliver on their promise.
64% of consumers in India feel overwhelmed by the volume of available information.
"When a kid wants something, you have to get it for them... there's a hyper stimulated world, a lot of media and so on. People feel that there's something really terrible about being bored or having empty time. And we used to take boredom for granted.”
Kavita, 53, New Delhi, India
Experienced in e-commerce, French consumers look to social media to influence their purchases and want their online life to feel personal, not corporate.
33% of consumers in France say they would not trade their data.
“I want to retire at 60, but I think I’ll actually be able to retire at 70. That’s because people are living longer and all the claims are costing a lot.”
Pauline, 21, Dijon, France
After a deep recession, and a weak recovery, Brazilian consumers are ready to embrace the benefits of the digital world, even though their trust in public and private institutions is low.
68% of consumers in Brazil are worried about identity theft.
“I'm becoming worried about that. Every single time that you need to do something, they keep asking for more information and more information, and right now, I believe that my whole life is on the net.”
Andreas, 41, Rio de Janeiro, Brazil
Generational differences are not as profound in Canada where consumers of all ages see wealth as helping them to enjoy the real-world experiences they desire and are discomfited by the idea of sharing their data.
57% of consumers in Canada don’t trust anyone with their social media data
“It's really ingrained in my mind, and in my parents’ mind, and their parents’ mind, that when you're in your 60's, it is the traditional age for retirement. And from there on in, you get your pension. But it's not the way I am seeing it.”
Tim, 39, Montreal, Canada
UAE consumers have high disposable incomes, are enthusiastic about digital innovations and, familiar with digital public services, are likely to drive rapid growth in e-commerce.
46% of consumers in the UAE find virtual personal assistants ‘cool’.
“I am selective about platforms I use to connect with people personally and professionally. The increase in number of platforms available and the sheer amount of feed it results in is quite overwhelming.”
Anjali, 34, Dubai, UAE