Screen Age: Digital impacts on Asian middle class lifestyles

This paper details a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia (Singapore, Jakarta, Kuala Lumpur,Bangkok, Saigon, Hong Kong, Shanghai and Delhi).

Screen Age: Digital impacts on Asian middle class lifestyles

Christophe RobertCimigo, Vietnam

Introduction

Two related claims have emerged recently. First, digital technology is changing daily behaviors, and revolutionizing work, consumption, entertainment, and family life. Second, Asia's rising middle-classes will radically shift global consumption patterns, and lead business growth in the coming decades.

Sure, everything and everyone's gone digital. Or have they? What would that actually mean in terms of daily routines, practices, and consumption decisions for new middle-class consumers in Ho Chi Minh City, Jakarta, Shanghai, or affluent middle-class families in Singapore or Kuala Lumpur?

Our study did not...

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