Communities and citizenship: Redesigned for a New World
Our findings are drawn from responses to an online survey of 10,219 men and women in 31 countries:
Argentina, Australia, Belgium, Brazil, Canada, Chile, China, Colombia, the Czech Republic, the Dominican Republic, Finland, France, Germany, India, Italy, Japan, Kazakhstan, Kuwait, Malaysia, Mexico, Russia, Saudi Arabia, Singapore, South Africa, Spain, Taiwan, Turkey, Ukraine, the United Arab Emirates, the United Kingdom, and the United States. The respondent base is made up of 79 percent mainstream consumers and 21 percent leading-edge Prosumers; we pay particular attention to the latter group because what they are thinking and doing today is a good indication of what the mainstream will be thinking and doing in the near future. The survey was fielded by Market Probe International in summer 2012.
A note about the data: In this report, we explore global responses, with an emphasis on distinctions between Prosumers and the mainstream, as well as the various age groups. Where warranted, additional data is provided but not necessarily included in the data graphics. Country-specific findings are available to Havas Worldwide colleagues and clients in a supplemental brochure.