REPORT

Consumer Trends for 2020

We bring together survey and social data from thousands
of people around the world to nd the biggest consumer
trends as we approach 2020

Predicting the future is impossible, but research is less work than guess work.

In this report, we’re going to look to survey and public social data from thousands of people
across the world to answer the following questions:

1. What technology do consumers think will change the world most in 2020?

2. What’s driving buying decisions around the world?

3. What attributes do consumers look for across different industries, and what do people
love and hate about brands within those industries?

Here’s a preview of what you’ll learn:

• Plastic waste is a huge part of the social media conversation around grocery brands but,
when surveyed, only 1.9% of consumers in the US think sustainability is the most
important attribute a grocery brand should have.

• While many people said they believe renewable energy will be the biggest transformative
technology in 2020 in our survey 5G AI and self driving cars get way more hype on
 technology in 2020 in our survey, 5G, AI, and self-driving cars get way more hype on
social media.

• Respondents in the US were more likely than those in the UK to say a brand’s political
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stance would affect their decision to buy from them. Respondents in the UK thought the
behavior of senior staff at a brand was more important.

To nd out more about the methodology click here, or get scrolling to read all about our
consumer trends for 2020.

1. What technology do consumers think will change the world most in

2020?
We wanted to know how people felt about the emerging or growing technologies that are going
to have the biggest impact in 2020.

We chose a bunch of different kinds of tech, and compared social media conversation around
them with 8,000 global survey responses on what would be changing the world most. For this
survey, respondents had to pick one technology.

Social media mentions of transformative technology for 2020

Source: Brandwatch

5G was the winner for social media (followed by AI and self-driving cars), while renewable
energy was the winner for our survey respondents (followed by 5G)
energy was the winner for our survey respondents (followed by 5G).

The what and the why

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The cool thing about comparing survey data with social conversation around the tech is that we
can start to look at both what people think and why they think it.

5G

We found a lot of positive mentions on social media making predictions about cities that will
have 5G coverage in 2020, as well as the tech that will make use of it. It feels very much within
reach for many countries around the world, and is probably a sensible choice for a
transformative theme in 2020.

Renewable energy

Online conversation is driven by climate change fear, as well as big pledges made by politicians
and particular countries (India and Australia). This is clearly a global issue, and while the effects
of climate change may feel a long way off for many of our survey respondents, they’re still
putting renewable energy high up the list in terms of transformative tech for 2020.

AI

Given the breadth of technology AI can add to, there’s a lot to pick out of the online conversation
around it. One of the biggest stories coming from the social data we analyzed was around how
Hong Kong protestors were using lasers to avoid AI-driven facial recognition technology – one
popular tweet termed this “cyber warfare”.

Self-driving cars

Self-driving cars has been a big topic for a long time in future-gazing speculation. Will they
become a widespread reality in 2020? Much of the conversation we found related to 5G, which
is understood to be the tech that will enable self-driving cars to become a reality in all our lives.
The 2020 Tokyo Olympics is rumored to be using autonomous vehicles to help with
accessibility, as well as other AI-powered technology.

Regional nuances
Looking at our survey data in Qriously, we broke down each of the technologies by the countries
that favored them most as a technology that would change the world in 2020. The results varied
f t t t
from country to country.

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Which technology will transform society most in 2020?
% of votes
Country fromhighest
The this Notes on where this country over- and under-indexed
country
% of votes
Country went this
from to... Notes on where this country over- and under-indexed
country
went to...
Responses from Australia were least likely of all the countries
'Renewable
Australia to select 'Robots'. They were more likely than respondents in
energy'
other countries to vote for 'None of the above'.

Responses from France were least likely of all the countries to

'Renewable
France vote for '5G' and 'Cryptocurrency'. They were more likely than
energy'
respondents in other countries to vote for 'Renewable energy'.

'Renewable Responses from Germany were least likely of all the countries
Germany
energy' to vote for 'AR or VR'.

Responses from Malaysia were least likely of all the countries

to vote for 'None of the above'. They were most likely of all the
Malaysia '5G' countries to vote for 'Internet of Things', 'Cryptocurrency', and
'BlockChain'. They tied with Spain as being most likely to vote
for '5G'.

'Renewable Responses from Mexico were most likely of all the countries
Mexico
energy' to vote for 'AR or VR'.

Responses from Singapore were least likely of all the

countries to vote for 'Blockchain' or 'Renewable energy'. They
Singapore '5G'
were more likely than those in other countries to select
'Robots'.

Responses from Spain were least likely of all the countries to

Spain '5G' vote for 'Self-driving cars'. They tied with Malaysia as being
most likely to vote for '5G'.

Responses from the UK were fairly evenly split – they were not
United 'Renewable
most or least likely of any country to vote for any of the
Kingdom energy'
technologies.

Responses from the US were most likely of all the countries to

United 'None of
vote for 'Self-driving cars'. They were second least likely of all
States the above'
the countries to vote for '5G' and 'None of the above '
 the countries to vote for 5G and None of the above.

Source: Qriously
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Demographic differences
Age

• We found that older respondents (55+) were more likely to pick ‘Renewable energy’ than
any other age group

• 45-54-year-olds were more likely to pick ‘Internet of things’ than any other age group

• 25-34-year-olds picked ‘5G’ and ‘Cryptocurrency’ more than any other age group

• 18-24-year-olds were more likely than other age groups to pick ‘AI’, ‘Robots’, and ‘VR or
AR’

Gender

• Women were more likely than men to pick ‘Renewable energy’, ‘Internet of things’, ‘Self-
driving cars’, ‘Robots’, and ‘None of the above’.

• Men were more likely than women to pick ‘5G’, ‘AI’, ‘Cryptocurrency’, and ‘Blockchain’.

• Men and women were equally likely to pick ‘VR or AR’.

2. What’s driving buying decisions around the world?

We wanted to know which factors consumers consider as most important when they make
decisions about what they spend their money on.

For this survey, the respondent could select as many options as they wanted to.
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Global survey results

Source: Qriously

Our respondents clearly indicated that the opinions of those closest to them were more
important than other factors, although pre-purchase customer experience and online reviews
also proved pretty popular.

Consumers perceive the opinions of their peers to be in uential in their buying behavior,
although very few thought that online in uencer posts had an effect. This is an interesting
conundrum for online marketers – while many report that the ROI on in uencer marketing
outperforms other channels, this survey seems to suggest that in uencer marketing isn’t
particularly effective at all. There are a few important distinctions to be made, though – rstly,
what we think in uences us and what does in uence us aren’t always the same. Secondly, we
did not specify the kinds of in uencers that might affect your buying decision here. It might be
that our respondents read this to mean celebrity in uencers, not micro in uencers (who seem
to be adding a lot of value these days).

Regional nuances
Looking at our survey data in Qriously, we broke down each of the buying decision factors by
the countries that felt most strongly about each.
 What might
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Agree

The highest
% of votes
Country from this Notes on where this country over- and under-indexed
country went
to...

'Experiences
Responses from Australia were fairly evenly split – they were
of family,
Australia not most or least likely of any country to vote for any of the
friends, or
factors.
colleagues'

'Experiences
Responses from France were more likely than those in other
of family,
France countries to vote for 'Approach to sustainability' and
friends, or
'Behavior of senior staff'.
colleagues'

'Experiences
Responses from Germany were more likely than those from
of family,
Germany other countries to vote for 'Experiences of family, friends, or
friends, or
colleagues'.
colleagues'

Responses from Malaysia were least likely of all countries to

'Experiences
vote for 'None of the above' and 'Pre-purchase customer
of family,
Malaysia experience' (tied with Singapore). They were most likely of all
friends, or
the countries to vote for 'Advertising' and 'Sponsored
colleagues'
In uencer posts'.

'Experiences Responses from Mexico were least likely of all the countries
of family, to vote for 'In uencer Posts' (sponsored or non-sponsored)
Mexico
friends, or and 'Online Reviews'. They were most likely to vote for 'Pre-
colleagues' Purchase Customer Experience'.

Responses from Singapore were most likely of all the

countries to vote for 'Online reviews' and 'Non-sponsored
'Online
Singapore online in uencer posts'. They were least likely of all the
reviews'
countries to vote for 'Pre-purchase customer experience'
(tied with Malaysia).

Responses from Spain were least likely of all the countries to

'None of the vote for 'Experiences of family, friends, or colleagues'. They
Spain
b ' t lik l f ll th ti t t f 'N f th
 p
above' were most likely of all the countries to vote for 'None of the
Source: Qriously

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Demographic differences
Age

• All age groups cared more about their family, friends, and colleagues’ experiences than
any other factor

• Those in the 65+ category were more likely to pick ‘None of the above’ than any other age
group. They tied with 18-24-year-olds as nding ‘Behavior of senior staff’ more important
than other age groups

• 45-54-year-olds were more likely to pick ‘Pre-purchase customer experience’ than any
other age group

• 25-34-year-olds and 18-24-year-olds picked ‘Online reviews’ more than any other age
group

• 18-24-year-olds were more likely than other groups to pick ‘In uencer posts’, ‘Approach to
sustainability’, and, surprisingly, ‘Advertising’

Gender

• Generally, things were pretty evenly split between men and women, although we noticed
that women were more likely to select ‘Online reviews’ and ‘Experience of family, friends,
and colleagues.’ Men were more likely to select ‘Political stance’.

3. Industry spotlights: What do people love and hate, and what

attributes are most important?
In this section, we’ll use a mix of social and survey data to explore what consumers love, hate,
and want from different industries. In the surveys listed here, respondents were asked to
choose one attribute that they thought was most important for brands in that industry to have.

You can scroll through, or click an industry to skip to the insights you’d like.

• Airlines (luxury and budget)

• Alcohol

• Automotive

• Banking
 • Banking

• Consumer Tech

• Entertainment By using our site you agree to our use of cookies — I Agree

• Fashion (luxury and streetwear)

• Grocery

• Hospitality (luxury and budget)

• Restaurants (fast food and restaurant chains)

Airlines (luxury and budget)

Social generated insights: Budget airlines (from US & UK conversations)

• Delays and cancellations make up an enormous part of the conversation. This makes
sense – when your plane is delayed and you have to wait around, tweeting your
grievances at least gives you something to do.

• Compared to other industries we looked at, negative conversation is far more prominent
in the airline industry.

• Despite all the negativity, passengers are willing to sing the praises of staff helping out
when things go wrong. For example, we found positive comments for staff who worked
past the end of their shifts to help customers.

Survey generated insights: Budget airlines (Global)

• Every country, except Germany, Spain, and Mexico, cared more about ‘Affordability’ than
‘Quality’.

• Germany scored particularly highly for ‘Quality’, as well as ‘Friendly customer service’,
‘Sustainability’, and ‘Innovative products or services’ compared to other countries.

• The UK and Mexico scored highest compared to other countries for ‘Convenience’.
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Global survey results

Source: Qriously

Social generated insights: Luxury airlines (from US & UK conversations)

• A lot of positive conversation centers around birthdays – when people are traveling to
celebrate, they’re clearly open to splashing out on a luxury airline.

• Compared to other industries we looked at, negative conversation is far more prominent
in the airline industry.

• Again, delays and cancellations make up an enormous part of the conversation. This
makes sense – when your plane is delayed and you have to wait around, tweeting your
grievances at least gives you something to do.

Survey generated insights: Luxury airlines (Global)

• ‘Sustainability’ was not a big concern at all for air travelers – this option had the least
votes globally. That said, those in the 18-24 age bracket were twice as likely than other
respondents to choose this option.

• Respondents from most countries opted for ‘Quality’ over ‘Affordability’, although some
made it clear that they wanted luxury airlines to be more affordable (see table in the
slider below).

• Consumers in the UK and Singapore scored highly for wanting ‘Friendly customer
service’.
 • People in the 65+ age bracket were far more likely than other age groups to choose
‘Convenience’ here. They were also less likely to choose ‘Affordability’. Generally, this age
group was more likely than others to pick a luxury airline – they’re happy to pay, if the
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service is convenient enough.

Global survey results

Source: Qriously

Alcohol
Social generated insights: Alcohol brands (from US & UK conversations)

• Negative conversation around alcohol brands generally contained more curse words than
we noticed in other industries. There were also references to Satan and hell which didn’t
appear so prominently in the other markets we researched.
 • Taste was particularly prominent in both the negative and positive parts of the
conversation – negative mentions suggested particular brands tasted like urine, while
positive conversation referred to ‘delicious’ drinks and combinations.
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• Positive conversation focussed on occasions for drinking, like birthdays. Words relating
to ‘enjoying’ particular brands popped up, as well as how people were enjoying them –
‘ice’ and ‘Summer’ were key topics.

Survey generated insights: Alcohol brands (Global)

• Consumers across all countries we studied care far more about ‘Quality’ than any other
factor when it came to alcohol.

• Respondents in Germany were more likely than those in other countries to choose ‘None
of the above’, suggesting this country has its own specialist criteria for selecting alcohol
brands.

• Respondents in Singapore and Malaysia cared more than those in other countries about
‘Convenience’ and ‘Fast customer service’, respectively.

• Consumers in Australia cared more than any other country about ‘Affordability’ and least
(drawing with Singapore) about ‘Quality’ (although, note that ‘Quality’ was the most voted
for attribute across all countries).

• Globally, those in the 18-24 category were more likely than other respondents to opt for
‘Affordability’, and less likely than other respondents to opt for ‘Quality’.

Global survey results

Source: Qriously
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Automotive
Social generated insights: Automotive brands (from US & UK conversations)

• Positive conversation focuses primarily on the looks of the car – “beautiful” and “pic”
(from shared Twitter images) made up large chunks of it. The act of driving was also
prominent, with people sharing positive driving experiences.

• Negative conversation focussed mainly on people’s experiences when cars go wrong –

dealerships, warranties, xing things, and things not working were big topics of
discussion.

• The term ‘money’ gets a lot of mentions within automotive brand conversation, whether
that’s about spending money or garages and brands taking too much.

Survey generated insights: Automotive brands (Global)

• Respondents from Mexico cared more about ‘Personalization’ than those in other
countries.

• Respondents from Malaysia and Singapore cared more about ‘Innovative products or
services’ in auto brands than those in other countries.

• Respondents from France cared more about ‘Sustainability’ than those in other countries.

• Respondents from the UK cared more about ‘Affordability’ than those in other countries.

Global survey results

 Source: Qriously

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Banking
Social insights: Banking brands (from US & UK conversations)

• Fraud was a large part of negative conversation around nancial service brands – a very
serious matter. Although it’s perhaps a little unexpected that people would talk about
experiences with it so openly on online.

• There were plenty of mentions of ‘wait’ in negative conversation, as well as people talking
about spending time on hold and mentions like ‘minutes’ referring to how long people
had been waiting. There’s clearly an opportunity for more ef ciency here.

• Employees made up a large part of the positive conversation, whether that was
consumers’ positive experiences with staff, or employees advocating for the banks they
work for. For example, employees publicly celebrated being part of branded initiatives
that helped their communities.

Survey generated insights: Banking brands (Global)

• Much like in the social conversation where ‘fraud’ was a big topic, ‘Security’ is the most
important attribute consumers want to see in banking brands globally. Consumers in
Mexico were most concerned with this.

• Consumers in France cared more than respondents in other countries about ‘Friendly
customer service’ and the ‘Quality’ of the offering, as well as ‘Convenience’. They were
least likely of all the countries to pick ‘Security’, suggesting customer experience is the
biggest factor in choosing a provider in this market.

• Respondents in the UK and Australia were most likely to pick ‘None of the above’,
suggesting these countries have their own specialist criteria for selecting nancial
services brands.

• Respondents in Malaysia were most likely to choose ‘Fast customer service’ and scored
highly for ‘Convenience’, suggesting consumers in this country want to conduct their
nancial business quickly.
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Global survey results

Source: Qriously

Consumer Tech
Social generated insights: Consumer tech brands (from US & UK conversations)

• ‘Money’ is mentioned a lot in negative conversations. Since items in this category aren’t
cheap, consumers are particularly annoyed when things go wrong.

• ‘Security’ doesn’t pop up as a large topic of conversation when people are talking about
popular consumer tech products.

• Particular company names pop up across positive, negative, and neutral conversation
types – this speaks to the plurality of opinions online, and the debate on social about the
pros and cons of each brand’s offering.

Survey generated insights: Consumer tech brands (Global)

• Respondents from all countries seemed to care more about ‘Quality’ than ‘Affordability’ –
they’re willing to splash the cash on tech they like
 they re willing to splash the cash on tech they like.

• That said, respondents in the US scored highest out of all the countries for ‘Affordability’.
This links with our English language social data (above) that suggests money is a big
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issue around tech.

• Germany, Spain, and Mexico scored highest for ‘Security’ compared to other countries.

• German respondents also scored particularly highly for ‘Friendly customer service’,
suggesting they really value a warm experience when interacting with their favorite tech
brands.

Global survey results

Source: Qriously

Entertainment
Social generated insights: Entertainment brands (from US & UK conversations)

• Negative conversations around entertainment brands aren’t so much about the service,
but about the content – and, more speci cally, content that is being cancelled. When
people’s favorite shows are cancelled they are furious and communities of watchers
make their voices heard. This has had success in the past with networks bringing shows
 back after post-cancellation backlash.

• There’s a real appreciation for documentary content in the conversation. Several hard-
hitting docs have come
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well. We’re likely to see more of this coming if viewer opinion is being listened to.

• There’s a lot of debate in the conversation – from the representation of women in ‘Real
Housewives’ series’ to heated conversations about the recent Michael Jackson
documentary.

Survey generated insights: Entertainment brands (Global)

• Generally speaking, ‘Affordability’, ‘Quality’, and ‘Convenience’ were the most popular
attributes our respondents wanted to see in an entertainment brand. People want good
content, at a good price, and they want it now.

• Respondents in Mexico and Spain care most about ‘Quality’ and least about
‘Affordability’, compared to the other countries we studied.

• Respondents in the US cared most about ‘Affordability’ compared to those in other

countries. As we’ve seen in previous research, cost is one of the biggest concerns when
it comes to cord-cutting conversation.

Global survey results

Source: Qriously
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Fashion (luxury and streetwear)

For the fashion section, we surveyed our respondents generally about fashion brands, but we
also segmented our social data by luxury and streetwear.

Survey generated insights: All fashion brands (Global)

• All countries cared more about ‘Quality’ than ‘Affordability’, although France and the US
scored higher than other countries for ‘Affordability’.

• Respondents in Spain and Mexico value ‘Convenience’ far more than other countries
when it comes to fashion.

• Respondents in Germany cared slightly more than other countries about ‘Sustainability’ in
fashion, although this topic was not a priority generally.

• Respondents in Malaysia and Singapore scored highly for ‘Personalization’ as an attribute

they value highly in fashion brands.

Global survey results

Source: Qriously

Social generated insights: Luxury fashion brands (from US & UK conversations)

• In uencers involved in fashion campaigns and seen wearing particular brands made up
 chunks of the high fashion conversation.

• Positivity outweighs negativity in conversations around luxury fashion brands. A lot of

this positivity centers around
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campaigns. The fashion itself also drives a lot of positive conversation (bags, dresses,
and shoes etc).

• Hearts, tears, and re: The most popular emojis re ect a highly emotional conversation –
people express their love for a look or a model with hearts and re emojis, while tearful
emojis re ect people’s reactions to the price or exclusivity of some items and their
happiness once they obtain one of the sought after products.

Social generated insights: Streetwear/sports apparel brands (from US & UK conversations)

• Protest is a big part of the conversation, with threats to boycott brands for a few different
reasons. In one case, angry football fans are threatening to boycott a team sponsor
because they’re unhappy with the owners of the team.

• Footwear is a huge theme, especially in the positive conversation. There are lots of
compliments for sneakers out there.

• The top used emojis in the streetwear brands were the same as luxury fashion brands
(hearts, tears, and re).

Grocery
Social generated insights: Grocery brands (from US & UK conversations)

• Plastic is the biggest topic of conversation around the grocery brands we studied, despite
‘Sustainability’ being very low on the priority list in our survey results.

• Beer is a big part of the conversation for a few reasons: 1. The plastic packaging 2.
Tweeted ‘Untapped’ checkins, where people rate the beers they buy from difference
grocery stores.

• Customer loyalty is a huge part of negative conversations – this comes down to

customers threatening to be disloyal after a bad experience, or referencing the fact that
they have been a loyal customer and have been mistreated in some way.
Survey generated insights: Grocery brands (Global)

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• France, Australia, the US and the UK cared more for ‘Affordability’ than ‘Quality’.
• Germany and Mexico score highly for ‘Friendly customer service’, although Mexico was
also most likely to vote for ‘Fast customer service’.

• Singapore and Australia scored higher than other countries for ‘Convenience’.

• Meanwhile, while it was low on the priority list, Germany and France scored higher than
other countries for ‘Sustainability’.

Global survey results

Source: Qriously

Hospitality (luxury and budget)

Social generated insights: Budget hotel brands (from US & UK conversations)

• Breakfast is a common topic in both positive and negative conversations – clearly this is
a make or break issue for many guests.

• Sleep, cleanliness of rooms, and Wi- issues were all points of contention in the negative
conversation.

• Staff were more likely to appear in positive conversation than negative conversation,
often paired with the word “friendly” As you’ll see in the below survey excellent customer
 often paired with the word friendly . As you ll see in the below survey, excellent customer
service isn’t a huge expectation of budget hotels. So when staff do delight consumers,
they are happy to share their positive experiences on social.
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Survey generated insights: Budget hotel brands (Global)

• Priorities vary widely between countries.

• For Mexico and Spain, ‘Convenience’ is most important for budget hotels.

• For the UK and the US, it’s ‘Affordability’.

• For France and Malaysia, it’s ‘Quality’ (despite the low prices).

• Respondents in Singapore cared less than all other countries about ‘Friendly customer
service’.

Global survey results

Source: Qriously

Social generated insights: Luxury hotel brands (from US & UK conversations)

• Breakfast was not a common topic in negative conversations (as it does in the budget
hotel analysis), although it did appear in the positive. Either it’s less of a big deal with
luxury hotel customers, or luxury hotels are just nailing it.

• In complaints about staff, luxury hotel customers were more likely than budget hotel
customers to call out the manager on social.

• While luxury hotel rooms are on the more expensive side of things we studied, money
was not a large part of the conversation in the same way it is in auto- or consumer tech-
 related social conversation.

Survey generated insights: Luxury hotel brands (Global)

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• ‘Quality’ was by far the winner here, but there were a lot of different takes on what luxury
brands should be across different countries.

• Germany cared far more than other countries about ‘Convenience’, while the US favored
‘Affordability’ far more than others.

• French respondents felt particularly strongly about ‘Innovative products or services’ in the
luxury hotel business compared to those in different countries.

• 18-24-year-olds were more likely than other respondents to choose ‘Convenience’ as an

important option.

Global survey results

Source: Qriously

Restaurants (fast food and restaurant chains)

Social generated insights: Fast food brands (from US & UK conversations)

• Politics was a big topic – there are complaints about a number of big fast food brands
 supporting Trump’s re-election.

• Running out of food – a new launch of a chicken sandwich caused a lot of outrage when
customers found the place had run out of them. Stock shortages in fast food restaurants
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have caused a number of stirs on social recently (from the Szechuan sauce controversy
to KFC literally running out of chicken in the UK).

• Vegan items like the Impossible Burger are making a big splash in the fast food
conversation as people discuss new alternatives to traditionally meat-based dishes.

Survey generated insights: Fast food brands (Global)

• Malaysian consumers scored higher than other countries for both ‘Friendly customer
service’ and ‘Personalization’. A warm welcome and the ability to customize items is
clearly important.

• ‘Quality’ and ‘Convenience’ trumped affordability for almost every country. Those in
Mexico, Spain, and the UK felt particularly strongly that ‘Quality’ was preferable to
‘Affordability’ compared to other countries.

• Meanwhile, Australian respondents seemed to feel particularly strongly about the

importance of ‘Convenience’ over ‘Affordability’.

• The youngest age bracket we studied (18-24) were more likely than other age groups to
choose ‘Affordability’, and less likely to choose ‘Quality’.

Global survey results

Source: Qriously
Social generated insights: Restaurant chain brands (from US & UK conversations)

• Occasions are big in the positive conversation, with people talking about celebrating
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birthdays.

• People are also keen to share the details of their experience – what they ate, how it
tasted, who they were with, and other details.

• More upscale restaurants, just like fast food brands, can’t escape politics. The negative
conversation is full of calls for boycotts (and criticisms of boycotts) of different brands
for different reasons, including animal cruelty and political af liations.

Survey generated insights: Restaurant chain brands (Global)

• ‘Quality’ was top for all countries, with France and Spain most likely to vote for this
attribute.

• Germany and the UK scored higher than other countries for ‘Friendly customer service’.

• Singapore and Malaysia scored higher than other countries for ‘Affordability’ and lower
for ‘Quality’, suggesting that for these consumers a restaurant meal shouldn’t be too
expensive to come by.

• Malaysia and Mexico scored higher than other countries for ‘Fast customer service’ and
‘Convenience’.

Global survey results

Source: Qriously

Bonus data: Regional characteristics across industries

Looking at survey results for industries generally, we were able to see the attributes each
country over- and under-indexed for.

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What brand attributes did countries over- and under- index for in our survey?

Country Over-indexed for: Under-indexed for:

'Fast customer
Australia -
service'

France 'Sustainability', 'Affordability' 'Security'

Germany 'Friendly customer service' (tied with Malaysia) 'Convenience'

'Fast customer service', 'Friendly customer service'

Malaysia -
(tied with Germany)

Mexico 'Security', 'Convenience' 'Affordability'

Singapore - 'Quality'

'Friendly customer
Spain 'Quality'
service'

UK - -

US - 'Sustainability'

Source: Qriously

Methodology

Survey data
We used Qriously to survey of 8,000 people across Australia, France, Germany, Malaysia,
Mexico, Singapore, Spain, UK, and US. This research took place in August 2019.

You can read more about Qriously here.

Social data
Social data
For this report, we used Brandwatch to analyze public social media mentions posted in August
2019 in English.
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For the transformative technology graph, we looked at global mentions (in English).

For the industry-related data, we looked at mentions of groups of brands within each industry
on Twitter, coming from the UK and the US, and in English.
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