This document discusses changing consumer behavior and focuses on different generations. It provides statistics about consumer opinions, behaviors, and demographics broken down by generation. Some key points include that Generation Next is more pessimistic about their future than previous generations, they are often portrayed negatively in the media despite declining risky behaviors, and they are less likely to identify with political parties than older cohorts. The document examines differences between generations in areas like health, wealth, living situations, and technology usage.

1. 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

2. 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

3. We always
overestimate the
change that will occur
in the next
two years
and underestimate the
change that will occur
in the next ten…
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

4. But first...
how are we feeling?
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

5. 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
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

6. 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
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

7. 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
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

8. So what do YOU know
about consumers?
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

9. 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%
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

10. 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%
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

11. +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
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

12. 12
WHAT PROPORTION OF
TOTAL HOUSEHOLD WEALTH
DO YOU THINK THE
WEALTHIEST 1% OWN?
A 23%
B 27%
C 29%
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

13. 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
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

14. +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
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

15. 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%
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

16. 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
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

17. % 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?
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

18. © 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
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

19. 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
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

20. 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%
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

21. 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
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

22. 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…
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

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24. 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…
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

25. 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…
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

26. 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?
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

27. Generation Responsible
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

28. Wouldn’t think it from their press…
76% of press coverage of
young people is negative
Source: 76% figure quoted at Leveson Inquiry
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

29. 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
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

30. 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)
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

31. Generation Individual
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

32. 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?
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

33. Generation Digital
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34. Ipsos Connect Widescreen Template | July 2015 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION)Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

35. 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)
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

36. 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)
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
What do British smartphone users want?

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not be disclosed or reproduced without the prior written consent of Ipsos.
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
WORK, REST & PLAY?
But what does all this
mean in terms of…

38. © 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.
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
WORK

39. © 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.
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
REST

40. © 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.
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public
PLAY

41. 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
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public

42. @IpsosMORI
@HelenWilson_CX
Helen Wilson
Managing Director,
Ipsos Loyalty – the Customer Experience Specialists
Ipsos Loyalty
helen.wilson@ipsos.com
Thank you.
Changing Nature of Consumer Behaviour | May 2016 | Version 1 | Public