The Changing Nature of Consumer Behaviour

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

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

We always
overestimate the
change that will occur
in the next
two years
and underestimate the
change that will occur
in the next ten…

But first...
how are we feeling?

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

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

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

So what do YOU know
about consumers?

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%

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%

+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

12
WHAT PROPORTION OF
TOTAL HOUSEHOLD WEALTH
DO YOU THINK THE
WEALTHIEST 1% OWN?
A 23%
B 27%
C 29%

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

+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

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%

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

% 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?

© 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

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

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%

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

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…

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…

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…

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?

Generation Responsible

Wouldn’t think it from their press…
76% of press coverage of
young people is negative
Source: 76% figure quoted at Leveson Inquiry

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

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)

Generation Individual

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?

Generation Digital

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)

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)
What do British smartphone users want?

WORK, REST & PLAY?
But what does all this
mean in terms of…

WORK

REST

PLAY

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

@IpsosMORI
@HelenWilson_CX
Helen Wilson
Managing Director,
Ipsos Loyalty – the Customer Experience Specialists
Ipsos Loyalty
helen.wilson@ipsos.com
Thank you.

The Changing Nature of Consumer Behaviour

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