Four Global Consumer Trends

Dynata’s 2020 Global Trends Report explores compelling evidence of changes in consumer attitudes and behaviors and their influence on societal trends. The following four topics demonstrate those changes:

  • Voice-activated assistants, such as Amazon’s Echo and Alexa, Google’s Home and Apple’s HomePod, are becoming more prevalent and increasingly being used “very often.” The fact that these devices are gaining a greater foothold in daily life could herald the broader adoption of other technology-enabled household tools (remote-controlled heating systems, door locks, etc.), connecting our devices and powering the Internet of Things. Brands need to develop new products and strategies to address this trend in order to stay ahead of the curve.
  • Attitudes on climate change have hardened since last year as people demonstrate greater certainty in their beliefs on the topic. After a year in which climate change was prominent in political, social, economic and even religious discussion, the number of people who are 100% sure climate change is a reality has risen from last year, as has the number of people who are 100% sure climate change is not a reality.
  • Greater awareness of data and personal privacy – driven by news of data breaches and increased legislation – is driving consumers to take direct action against corporations, not just by complaining directly or signing petitions, but increasingly via their buying power. They are abandoning website visits, deleting apps or avoiding downloading them at all because of privacy concerns. Each of these actions, potentially, is a sale lost. We also see a growing feeling around the world that consumers are losing control over their personal data, and that companies have been dishonest about how that data is being used. Companies that act now to allay privacy concerns, mainly through transparency and increased consumer choice on what to share, may reap considerable business benefits.
  • There is a continued rise in the categories of sub-media adaptable to the individual, customizable and programmable with algorithms based on their input. The growth of these on-demand and streaming services demonstrates we are no longer passive consumers of media, but active agents in the process, making the future of “broadcast” TV and radio uncertain. Millennials and Gen Z already consume over half their TV either on-demand or via streaming services. The same is true of radio for these generations: streaming music services, funded by advertising, account for more than half of all their hours of listening. Marketers need to consider this trend in their marketing approach to gain a competitive edge. 

You can download the 2020 Global Trends Report report here.

We’re grateful to Dynata for being one of our sponsors; such sponsorships have enabled us to develop our new Principles Express line of courses. And we’re especially grateful to each of the following Dynata staff: Keith Phillips, author of our Principles Express course Sampling in Market Research; Pete Cape, author of Quantitative Data Collection Methods; and Jackie Lorch, past chair of the Curriculum Committee.

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