Ipsos Global Trends

The Ipsos Global Trends survey is the largest study of its kind, providing a unique snapshot of the world today. It explores the attitudes and behaviours of over 18,000 consumers and citizens in 23 key countries around the world and with over 400 questions, covers everything from tradition to trust, from brands to business, from society to social media and much, much more.

Our analysis features both ‘Megatrends’ – the known technology, demographic and environmental changes happening now and in the future – alongside eight global master trends. We also share the full data, which shows trends from our 2014 study along with downloads for additional material.

TRENDS

1. The Crisis of the Elites

2. The Rise and Rise of Tradition

3. The Optimism Divide

4. The Battle for Attention

5. The Search for Simplicity and Control

6. A Healthier World?

7. Generation Strains

8. Uncertainty is the New Normal

TECHNICAL NOTE

The 2017 Global Trends survey is an Ipsos survey conducted with 18,180 adults aged 16-64 (in the US and Canada 18-64) between 12 September and 11 October 2016. This is the second wave of the Global Trends survey – a previous version was run in 2013 with 20 countries and the report was published in 2014.

The survey was carried out online using the Ipsos Online Panel System in 23 countries – Argentina, Australia, Belgium, Brazil, Canada, China, France, Great Britain, Germany, India, Indonesia, Italy, Mexico, Japan, Peru, Poland, Russia, South Africa, South Korea, Spain, Sweden, Turkey and the United States of America. The 2014 wave covered the same countries, except for Indonesia, Mexico and Peru.

Approximately 1000+ individuals were surveyed in Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Spain, Great Britain and the United States of America. Approximately 500+ individuals were surveyed in Argentina, Belgium, Poland, Mexico, Peru, Russia, Saudi Arabia, South Korea, Sweden and Turkey.

In established markets with a higher level of internet penetration (more than 60% online), the results can be taken as representative of the general working age population. However, in emerging markets where internet penetration is lower, the results should be viewed as representative of a more urban, affluent and ‘connected’ population.

The results are weighted to ensure that the sample’s composition reflects that of the adult population according to the most recent country census data, and to provide results intended to approximate the sample universe. Total global data have not been weighted by population size, but are simply a country average.

Where results do not sum to 100, this may be due to computer rounding, multiple responses, or the exclusion of don’t knows or not stated responses. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

Certain questions were not asked in China, so where this is relevant, the base information on each chart refers to 22 countries and 17,180 adults.