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FEBRUARY 2014 ASIA Trend Bulletin

CRAMMING
Why Asian consumers are squeezing more, more,
more into ever...
CRAMMING DEFINITION:
For millions of consumers in the Asian megacities of
2014, time pressure is ever more intense. Enter:...
This is just a short extract.
Read the FULL Trend Bulletin
(for free!)
www.trendwatching.com/asiapacific/trends/cramming

...
DRIVING THIS TREND:

1. BUFFET CULTURE
The expectation of endless choice.

2. SMARTPHONE CULTURE
Digital multitasking to t...
1
BUFFET CULTURE
The expectation of endless choice.
Like many of their global counterparts, rising numbers
of Asian consum...
61% of Indian and 53% of Chinese youth
consumers admit to currently spreading
their schedules thinly to battle the ‘fear
o...
2
SMARTPHONE
CULTURE
Digital multitasking to the nth degree.
Meanwhile, the never-ending rush to buy, own and
(constantly)...
60% of Chinese consumers access the
internet via their mobiles while watching
television.
- KPMG Digital Debate, January 2...
3

SPACES &
INTERFACES
Two key axes for the more, more, more
mindset.

Spaces

Interfaces

In Asia’s crowded
megacities, m...
SPACES

Hai Di Lao
Sichuanese restaurants offers whileyou-wait services and entertainment
www.trendwatching.com/asiapacifi...
SPACES

8City
South Korean tourist islands designed for
extreme leisure CRAMMING
www.trendwatching.com/asiapacific/trends/...
SPACES

Express Group
Indonesian taxi fleet install free in-car wifi

www.trendwatching.com/asiapacific/trends/cramming

C...
SPACES

K11
Shanghai luxury mall features communal
farming space
www.trendwatching.com/asiapacific/trends/cramming

CRAMMI...
INTERFACES

WeChat
Chinese chat app introduces e-commerce,
gaming and taxi-booking functionality
www.trendwatching.com/asi...
INTERFACES

Line
Chat app multiplies in-app functionality

www.trendwatching.com/asiapacific/trends/cramming

CRAMMING

15
INTERFACES

Feecha
Hyperlocal news app gives Singapore
residents information about neighborhood
www.trendwatching.com/asia...
INTERFACES

Nimbuzz
Messaging app introduces in-chat local
business search feature
www.trendwatching.com/asiapacific/trend...
INTERFACES

Smart TXTBKS
Textbook materials on SIM cards
distributed to pupils in the Philippines
www.trendwatching.com/as...
INTERFACES

dtac
Thai street campaign turns dogs into
on-the-go mobile hotspots
www.trendwatching.com/asiapacific/trends/c...
NEXT
The areas of life amenable to a CRAMMING mindset are truly
endless: from leisure and health, to work, to travel, to m...
This is just a short extract.
Read the FULL Trend Bulletin
(for free!)
www.trendwatching.com/asiapacific/trends/cramming

...
WANT MORE?
MORE...

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trendwatching.com’s CRAMMING

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For millions of consumers in the Asian megacities of 2014, time pressure is ever more intense. Enter: the urge to CRAM as much – productivity, connection, value, fun, and more – into every moment.

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trendwatching.com’s CRAMMING

  1. 1. trendwatching.com FEBRUARY 2014 ASIA Trend Bulletin CRAMMING Why Asian consumers are squeezing more, more, more into every moment. trendwatching.com/asiapacific/trends/cramming
  2. 2. CRAMMING DEFINITION: For millions of consumers in the Asian megacities of 2014, time pressure is ever more intense. Enter: the urge to CRAM as much – productivity, connection, value, fun, and more – into every moment. www.trendwatching.com/asiapacific/trends/cramming CRAMMING 2
  3. 3. This is just a short extract. Read the FULL Trend Bulletin (for free!) www.trendwatching.com/asiapacific/trends/cramming www.trendwatching.com/asiapacific/trends/cramming CRAMMING 3
  4. 4. DRIVING THIS TREND: 1. BUFFET CULTURE The expectation of endless choice. 2. SMARTPHONE CULTURE Digital multitasking to the nth degree. 3. SPACES & INTERFACES Two key axes for the more, more, more mindset. www.trendwatching.com/asiapacific/trends/cramming CRAMMING 4
  5. 5. 1 BUFFET CULTURE The expectation of endless choice. Like many of their global counterparts, rising numbers of Asian consumers are saturated by choice – and they expect nothing less than this abundance of options: think a ‘buffet culture’ mindset, applied everywhere. In this context, CRAMMING becomes a vital means of coping with intensifying FOMO. www.trendwatching.com/asiapacific/trends/cramming CRAMMING 5
  6. 6. 61% of Indian and 53% of Chinese youth consumers admit to currently spreading their schedules thinly to battle the ‘fear of missing out’. - JWT, September 2013 www.trendwatching.com/asiapacific/trends/cramming CRAMMING 6
  7. 7. 2 SMARTPHONE CULTURE Digital multitasking to the nth degree. Meanwhile, the never-ending rush to buy, own and (constantly) use smartphones is both driving the urge to CRAM, and facilitating the satisfaction of that urge. Asians are taking to an abundance of apps, platforms, functions and features to digitally multi-task. The goal? To squeeze as much as humanly possible into every moment. www.trendwatching.com/asiapacific/trends/cramming CRAMMING 7
  8. 8. 60% of Chinese consumers access the internet via their mobiles while watching television. - KPMG Digital Debate, January 2013 www.trendwatching.com/asiapacific/trends/cramming CRAMMING 8
  9. 9. 3 SPACES & INTERFACES Two key axes for the more, more, more mindset. Spaces Interfaces In Asia’s crowded megacities, moving between different physical locations is often a time killer. The answer? CRAM more into a single space. Many Asian consumers are early tech adopters: already moving beyond standard mobile multitasking. Think media experiences, new tools and task facilitators. www.trendwatching.com/asiapacific/trends/cramming CRAMMING 9
  10. 10. SPACES Hai Di Lao Sichuanese restaurants offers whileyou-wait services and entertainment www.trendwatching.com/asiapacific/trends/cramming CRAMMING 10
  11. 11. SPACES 8City South Korean tourist islands designed for extreme leisure CRAMMING www.trendwatching.com/asiapacific/trends/cramming CRAMMING 11
  12. 12. SPACES Express Group Indonesian taxi fleet install free in-car wifi www.trendwatching.com/asiapacific/trends/cramming CRAMMING 12
  13. 13. SPACES K11 Shanghai luxury mall features communal farming space www.trendwatching.com/asiapacific/trends/cramming CRAMMING 13
  14. 14. INTERFACES WeChat Chinese chat app introduces e-commerce, gaming and taxi-booking functionality www.trendwatching.com/asiapacific/trends/cramming CRAMMING 14
  15. 15. INTERFACES Line Chat app multiplies in-app functionality www.trendwatching.com/asiapacific/trends/cramming CRAMMING 15
  16. 16. INTERFACES Feecha Hyperlocal news app gives Singapore residents information about neighborhood www.trendwatching.com/asiapacific/trends/cramming CRAMMING 16
  17. 17. INTERFACES Nimbuzz Messaging app introduces in-chat local business search feature www.trendwatching.com/asiapacific/trends/cramming CRAMMING 17
  18. 18. INTERFACES Smart TXTBKS Textbook materials on SIM cards distributed to pupils in the Philippines www.trendwatching.com/asiapacific/trends/cramming CRAMMING 18
  19. 19. INTERFACES dtac Thai street campaign turns dogs into on-the-go mobile hotspots www.trendwatching.com/asiapacific/trends/cramming CRAMMING 19
  20. 20. NEXT The areas of life amenable to a CRAMMING mindset are truly endless: from leisure and health, to work, to travel, to media and entertainment. The desire to extract maximum value from every moment is reshaping consumer expectations. Fertile ground for innovation, indeed. Don’t know where to start? Check out our Consumer Trend Canvas section, which contains tips on how to unpack and apply trends step by step. Ideally, you’ll end up driving the evolution of an Asian trend, too. In the meantime, we’ll be CRAMMING a ton of analysis, insight and must-see innovations into our next Asia Trend Bulletin, so make sure you’re subscribed! www.trendwatching.com/asiapacific/trends/cramming CRAMMING 20
  21. 21. This is just a short extract. Read the FULL Trend Bulletin (for free!) www.trendwatching.com/asiapacific/trends/cramming www.trendwatching.com/asiapacific/trends/cramming CRAMMING 21
  22. 22. WANT MORE? MORE... Enjoyed this Trend Bulletin? Keen for more? 1. Our free Asia Bulletins 2. Our 2014 Premium Service Should you be one of our 1,200+ Premium clients? Subscribe to our Asia Bulletins here. SUBSCRIBE ME » See how Premium will benefit you If you have any comments, suggestions or questions then please do let us know. Just email: PAUL BACKMAN Chief Client Officer paul@trendwatching.com About us Established in 2002, trendwatching.com is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts many of the world’s leading brands as clients, while our free monthly Trend Briefings go out to over 225,000 subscribers in 180 countries. More at www.trendwatching.com

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