Megacities as the new frontiers – a global consumer lifestyle study
Nick ChiarelliConsumer Trends, GfK Roper Consulting, United Kingdom
INTRODUCTION
For the first time in human history, living in a city is the norm; more people live in cities than live in the countryside. The megacity is the very embodiment of the teeming metropolis, with all of the opportunities and challenges that such a situation can imply. It is estimated that around 394 million of the world's 6.5 billion (or around 6%) currently live in a megacity. By 2015, this is expected to rise to 604 million (nearer to...