1、Second edition KPMG International Global Customer Insights Global executive summary Whats really driving consumers decisions? Me, my life, my wallet 2018 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the indepen

2、dent member firms of the KPMG network are affiliated. Todays consumer grows more complex by the day. Tomorrows consumer is less predictable than ever. And the collision of geographic, geopolitical, demographic and technological revolutions has created a perfect storm thats making customer centricity

3、 a prerequisite for survival, far from simply a management ideal. In the second edition of Me, my life, my wallet, weve continued our exploration of the multidimensional customer whats truly driving behavior and choices and how this is set to change as the customer of tomorrow emerges. Weve built on

4、 the first editions unique and multilayered research methodology developed by KPMG Innovation Labs with an even more ambitious research endeavor, drawing on new insights from across the KPMG network. This years edition is based on ethnographic interviews and an online survey, conducted during 2018,

5、by GLG and Foresight Factory on behalf of KPMG International for Me, my life, my wallet. The survey included nearly 25,000 consumers across Brazil, Canada, China, France, India, the UAE, the UK and the US. The research explores six key themes of critical importance to organizations and institutions

6、around the world. Trust Understanding consumers explicit and implicit expectations regarding their data, and the need for organizations to rebalance permission and presumption. Data Uncovering the stark realities of the data trail consumers create across devices, interactions and key life stages. We

7、alth and retirement Questioning the potential impact of a looming savings crisis and rethinking retirement in an era of unretirement. Generational surfing Challenging the Boomer and Millennial hype and looking at the overlooked Generation X and the behavior transfer to Generation Z. The customer of

8、the future Connecting the need to understand consumers more intimately with the ability to deliver more personalized experiences in todays hyperconnected and informed world. The B2B customer Recognizing that rapidly changing consumer motivations and expectations are permeating the workplace, and app

9、lying a consumer behavior lens in a B2B context. For organizations faced with an already demanding consumer with rising expectations, our global research provides a fresh approach to help understand the complex, underlying and interconnected drivers of human decision-making. Executive summary Me, my

10、 life, my wallet 2018 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated. The research across eight global markets provides an in-depth look at the STEP

11、 (social, technological, economic and political) events influencing consumers of today and tomorrow, and spotlights emerging patterns of behavior around the world. Despite the economic downturn, Brazils consumer has fallen in love with mobile technology, and this has led to a complete realignment of

12、 purchasing behavior. A return to robust economic growth would allow them to act on these motivations fully for the first time, creating enormous opportunities for companies that have laid the groundwork in time. Charles Krieck Chairman and CEO, KPMG in Brazil The Canadian consumer has increasing ex

13、pectations of value in a very diverse market. Only companies with a deep understanding of local consumer motivations and priorities will win in this thriving market. Elio Luongo CEO, KPMG in Canada The scale and sophistication of Chinas online environment is unique and the story is ongoing. Chinas c

14、onsumer chases novelty, giving new players plenty of opportunities to enjoy astonishing growth rates. The players that dominate this, the worlds largest online market, must reinvent themselves continually to stay ahead. Benny Liu and Honson To co-Chairmen, KPMG in China The French consumer is frustr

15、ated by clumsy online marketing and prefers to do their own searches online. They like to feel free as they deepen their involvement with the digital world. A company that is smart enough to win the sophisticated French consumer can win any consumer worldwide. Jay Nirsimloo Chairman and CEO, KPMG in

16、 France of Brazilians gave their first child a smartphone at the age of six or younger, and that number rises to 53% for the second child and 65% for the third of Chinese consumers would trade their personal data for better customer experience and personalization, compared to the global average of 1

17、5% of Canadian consumers dont trust anyone with their social data, ahead of the global average of 36% of consumers in France say they would not trade their data, compared to 24% globally 43%57%37%33% Executive summary Me, my life, my wallet BrazilCanadaChinaFrance 2018 KPMG International Cooperative

18、 (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated. The Indian consumer is difficult to understand, and as the online revolution progresses beyond the big cities and starts gaining m

19、omentum in the countrys heartland, they are getting more complicated still. The rewards for companies who take time to learn, though, are substantial. Arun M. Kumar Chairman and CEO, KPMG in India The consumer in the UAE has grown accustomed to a superb physical experience, enjoying some of the worl

20、ds most iconic malls. Matching this experience in the digital world is tough but necessary if consumers are to switch to spending more online. Nader Haffar CEO, KPMG in the Lower Gulf We remain a digitally astute nation, however the UK consumer mind- set is shifting. Data privacy is a key concern, a

21、nd consumer trust is at an all-time low. Organizations need to truly understand their consumers behaviors and values, if they are really going to exploit the value of personalization and drive growth. Bill Michael Chairman, KPMG in the UK Over the last year, the US economy has proven its resilience

22、across a range of measures, but presuming that this upwards trajectory will naturally translate into improved revenue growth isnt a foregone conclusion. The companies thriving in todays marketplace are taking steps to ensure they understand the consumer of today, and tomorrow, and are adjusting thei

23、r business models accordingly. Lynne Doughtie Chairman and CEO, KPMG in the US of Indian consumers feel overwhelmed by the volume of available information of UK consumers say their data is not for sale of consumers in the UAE find virtual personal assistants cool of US consumers find the prospect of

24、 drone deliveries cool 64%46%34%25% IndiaUAEUKUS 2018 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated. We live in anxious times and younger generatio

25、ns are feeling it. Forty-seven percent of consumers worldwide feel more anxious than last year, and the same number feel more anxious than 5 years ago especially the Millennials at 51%, compared to only 36% of Boomers. Consumers are eager for all kinds of new technologies that make their life easier

26、. Two-thirds of consumers are interested or very interested in technology and even more so in China (81%) and India (83%). And the majority of AI, voice and machine- learning new tech is considered cool rather than creepy particularly virtual personal assistants (42%), fraud detection on credit card

27、s (43%) and smart home devices used for security (42%). Consumers love access to information but increasingly need a break. Seventy-six percent of consumers like having access to lots of information; however, 29% sometimes feel overwhelmed. In fact, 30% of consumers say they intentionally disconnect

28、 from technology, with over half (54%) saying it is because they need a break. Huge concerns surround the use of data and hacking. Globally, 51% of consumers are anxious about identity theft, 48% about the hacking of financial, medical, or other personal info online, 46% about the theft of credit ca

29、rd details when shopping online, and 38% about the unauthorized tracking of their online habits by companies, governments, and criminals. And concerns run surprisingly higher among digitally native younger generations, with Millennials consistently the most anxious. Consumers are aware of the breadt

30、h and value of their data. Globally, 73% of consumers are okay with sharing some aspects of their data and personal information, although they want to see value from its use. And financial data isnt the biggest concern when it comes to safety 72% of consumers dont trust anyone with their social medi

31、a data, 68% dont trust others with their search or browsing history and 81% dont trust behaviorally tracked ads. Trust varies widely by industry Globally, the majority of consumers trust banks (59%), healthcare providers (60%) and technology companies (54%). Advertising (26%) and government (37%) ar

32、e trusted the least. and by the type of data being shared. Consumers are more likely to trust companies with the data that is directly relevant to the service they are providing. For example, 71% of consumers trust banks with their financial data, but only 9% would trust retailers with this info. Li

33、kewise, 47% of consumers trust telecom providers with their mobile data, but only 8% would trust advertisers. Explore the full Me, my life, my wallet report, including an in-depth look at these themes, alongside comprehensive country-by-country analysis, at customerinsights. Executive summary Me, my

34、 life, my wallet Highlights 2018 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated. 2018 KPMG International Cooperative (“KPMG International”). KPMG In

35、ternational provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated. The information contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity. Although we endea

36、vor to provide accurate and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act on such information without appropriate professional advice after a thorough examination

37、of the particular situation. 2018 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind

38、KPMG International or any other member firm vis-vis third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. The KPMG name and logo are registered trademarks or trademarks of KPMG International. Contacts Willy Kruh Global Chair, Con

39、sumer & Retail KPMG International wkruhkpmg.ca +1 416 777 8710 Colleen Drummond Partner in Charge Innovation Labs at KPMG Ignition Innovation & Enterprise Solutions KPMG in the US +1 804 399 3858 Julio Hernandez Customer Advisory Lead KPMG in the US Global Head, Customer Center of Excellence KPMG International +1 404 222 3360