What do emerging-market consumers want? Some would say that’s the $10-trillion question (pdf). The global middle class is expected to number 5 billion by 2030, and a rapidly growing proportion of them will live in emerging markets. Figuring out how to meet the needs of these new potential consumers is on the minds of many.
The answer is, of course, that there’s no single “emerging market consumer.” But it’s not just that consumers from different countries like different kinds of products. Results from a new survey by Jana, a mobile technology and marketing firm focused on emerging markets, show some fundamental differences in their lifestyles.
A few highlights:
This graphic, created by Jana, summarizes the results. (The questions were completed by consumers on their mobile phones between the end of 2011 and early 2012. 11,687 people were polled.)