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When thinking about some of the major events of the past couple of years, we see new enduring trends that are being fueled by consumer angst, enthusiasm and doubt. Market needs thought-provoking insights to understand why these trends are ascending or descending. Often the key drivers behind consumer attitudes are concentrated in a few segments that can only be fully appreciated via largescale analysis.
Source: Global
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Influences
It is essential to understand how technology is being used to aid consumer decisions. Mobile phones are a widely adopted technology around the world, yet they dont necessarily get used in sophisticated ways. Social Media has become a widely used marketing tool. However it cant yet be considered a universal driver for brand engagement. A third of the population use social networks at most. And in China, Germany, and Turkey, more people use chat rooms and forums than social networks. There are clear differences on how people of different nationalities prefer to obtain information. This suggests that the application of a single marketing strategy across global markets wont always be appropriate.
Source: Global
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The Global Consumer Perspective is a unique in-depth analysis of ten of the worlds major markets: Great Britain, Germany, USA, China, India, Brazil, Mexico, South Africa, Egypt and Turkey. It uses Global TGI data to develop a wealth of consumer insights based, among others, on demographics, purchase behaviour and attitudes. More detailed analysis can be conducted, to connect these trends with the consumption of products, brands and media. For further details: geoff.wicken@kantarmedia.com and www.globaltgi.com