popular Consumer Insight
Binge-watching video content on mobile, checking social media in bed, mobile-addicted commuters, hyper-connected workers, and mobile gaming.
Reputation leaders vary by region greatly. In North America, LEGO, Amazon and Kellogg's are ranked as the top three, while there are such brands and Levi's Campbell's and Hershey on the top 10 regional list which are absent from the global one.
These are either male office workers of 18-34 or older people with children under 18 year old at home, who constantly mix their work and personal communications.
They seek brands that are innovative in nature, or/and engaged in social causes and philanthropy, among other reasons of switching.
Viewing video is the most popular type of content consumption globally: 55% of the respondents say that video programs are an important part of their life.
Interestingly, they rely on 'family and friends' referrals more than Gen X and Boomers, while rate ease of doing business over the vendor's reputation for superior quality.
65% of respondents value a modern smartphone over a latest car model, moreover, a half consider that owning a car is not a status symbol any more.
A new report by Morgan Stanley, aimed to reveal why people stop buying fast food from the biggest chains, sheds light on real McDonald's problem —the food and customers' perception of its quality.