Ipsos Understanding Asia India used its mixed method, IndiaBus to understand urban masses & digital Indians
Mumbai: Consumers across the Asia Pacific region (11 markets including India) are overwhelmingly worried about the future, despite being AI and new technology converts, a new Ipsos report has revealed.
Ipsos, the global leader in market research, today released its Global Trends: Understanding Asia report, which is designed to deep dive into the specific issues affecting the Asia Pacific region.
The report leverages data released from the 8th edition of Ipsos’ Global Trends report, titled “In search of a new consensus: from tension to intention“. Ipsos’ Global Trends report – is the largest public survey in its history, with 50,000 people interviewed across 50 markets.
The new report identified three key trends set to be top-of-mind for Asia Pacific consumers in 2025:
Technowonder
While much of the world is divided over the benefits and drawbacks of AI, people in Asia are excited for technological advancement. Across the Asia Pacific, two in three (68%) believe AI is having a positive impact on the world, compared to just over half (57%) globally.
China is most open to embracing new technology, ranking first out of the 50 global markets surveyed, when it comes to believing AI will have a positive impact worldwide.
Despite the figures, many APAC countries still expressed concerns about AI. Since 2013, the number of Indians who say technological processes are destroying their lives is up 19%, and in Japan, the figure has climbed by 18 percentage points.
Fears about AI and digital privacy and security are also high, with seven in 10 consumers in the Asia Pacific region concerned about how their information is being collected by companies. This concern was particularly high in the Philippines, (86%) Thailand and Singapore (both 81%).
Retreat to old systems
Interestingly, young people(age/gen?) in Asia are generally nervous about the future. More than half (57%) of Gen Z in Asia Pacific said they would have preferred to grow up at the time their parents were children – this is higher than their global counterparts (51%).Brands can capitalise on the nostalgia trend by integrating elements of familiar past traditions with modern innovation.
Climate convergence
There is broad acceptance that climate change is a reality and immediate action is needed. Eight in 10 people (84%) said the world was headed for environmental disaster unless the region changed its habits quickly. This figure has increased significantly in Australia, rising by 15% since the survey was first undertaken in 2013.
Most consumers across the Asia Pacific region believe individuals should not be the ones to make greater changes to their daily life to minimise climate change impacts. Three in four (73%) across Asia said they were already doing all they could to save the environment. This feeling was particularly high in Indonesia (91%), Thailand (89%) and the Philippines (87%).
In line with this, three quarters of those surveyed (75%) believe companies are not paying enough attention to the environment. More worryingly, most people in India, the Taiwan region, Indonesia and Thailand feel it is already too late to do anything about climate change.
Ipsos APEC CEO, Hamish Munro, said: “As Asia Pacific’s economic, political and cultural influence continues to grow in an interconnected and complex world, the importance of understanding the region has never been more important.
“This latest report highlights how our consumers and citizens think and feel in a world of rapid change and complexity, particularly around technological evolution, societal change and climate change. The insights reveal a region that is open to transformation, but wants its businesses to step up, guide the change revolution and be leaders.
“When it comes to climate change, consumers believe brands have a critical role to play in minimising harmful environmental effects. There is a real opportunity for brands to be environmental leaders and demonstrate their commitment to climate change efforts.”
Amit Adarkar, Ipsos India CEO, stated the India story encapsulates the story of the two key cohorts of the urban masses and digital Indians: “Both these cohorts behave differently around technology – the urban masses cannot imagine their life without the internet, while digital Indians were amid the digital fatigue and would like to simplify their lives. For Indians the trend of escape to individualism was rather interesting. There was a strong need to make things work for oneself relying on technology as an enabler cum close ally, especially for elevating one’s status coupled with the curiosity to learn. More reflected in millennials and gen Z and was seen as a positive trend. The worrying trend emerging was the reversal in sensitivity towards climate change among Indians vis-à-vis global citizens. Especially when climate change is impacting everyone. Indians are seen to adopt the Ostrich Policy of seeing no immediate danger. And something to worry about in the future.”
To access the full report, visit https://www.ipsos.com/en-au/ua_globaltrends
Technical note
These are the results of a 50-market survey conducted by Ipsos on its Global Advisor online platform and in partnership with other global Ipsos teams around the world. The survey was conducted using Ipsos Online panels in all markets except for India which used its mixed-method “IndiaBus”, and Zambia which used a face-to-face methodology. Ipsos interviewed a total of 50,237 adults aged 18-74 in the United States, Canada, Hong Kong SAR, Israel, Malaysia, New Zealand, South Africa, Türkiye and Vietnam; 20-74 in Thailand; 21-74 in Indonesia and Singapore; and 16-74 in all other markets between Thursday, February 15 and Wednesday, April 23, 2024.
The sample consists of c.1,000 individuals in each of Argentina, Australia, Belgium, Bulgaria, Brazil, Canada, Chile, mainland China, Colombia, Czechia, Croatia, Denmark, Egypt, France, Germany, Hong Kong SAR, India, Indonesia, Ireland, Israel, Italy, Japan, Kenya, Malaysia, Mexico, Morocco, Netherlands, New Zealand, Nigeria, Pakistan, Peru, Philippines, Poland, Portugal, Romania, KSA, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan region, Thailand, Türkiye, United Arab Emirates, Great Britain, the United States, Vietnam and Zambia.
The samples in Argentina, Australia, Belgium, Bulgaria, Canada, Croatia, Denmark, France, Germany, Great Britain, Ireland, Italy, Japan, the Netherlands, New Zealand, Poland, Portugal, South Korea, Spain, Sweden, Switzerland, Taiwan region, the United States and Zambia can be taken as representative of their general adult population under the age of 75.
The samples in Brazil, Chile, mainland China, Colombia, Czechia, Egypt, Hong Kong SAR, India, Indonesia, Israel, Kenya, Malaysia, Mexico, Morocco, Nigeria, Pakistan, Peru, Philippines, Romania, KSA, Singapore, South Africa, Thailand, Türkiye, the UAE, and Vietnam are more urban, more educated, and/or more affluent than the general population. The survey results for these countries should be viewed as reflecting the views of the more “connected” segment of their population.
Apart from Zambia, the data for all countries is weighted so that each market’s sample composition best reflects the demographic profile of the adult population according to the most recent census data.
“The Global Country Average” reflects the average result for all the countries and markets where the survey was conducted. It has not been adjusted to the population size of each country or market and is not intended to suggest a total result.
Where results do not sum to 100 or the ‘difference’ appears to be +/-1 more/less than the actual, this may be due to rounding, multiple responses, or the exclusion of “don’t know” or not stated responses.
The precision of Ipsos online polls is calculated using a credibility interval with a poll of 1,000 accurate to +/- 3.5 percentage points. For more information on Ipsos’ use of credibility intervals, please visit the Ipsos website.
The publication of these findings abides by local rules and regulations