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Global Household Trends

September 2022

The global households composition is being reshaped by technology, demographics and economics, resulting in changing familial structure and attitudes towards home. With consumers increasingly valuing ownership over renting, home is being entrenched as an important place for work, study and entertainment, and many opt for simplicity and smart home functionality. Singleton households are on the rise, and there will be key milestones reached in possession of household durables and homeownership.

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This report comes in PPT.

Key Findings

Global housing stock exceeds two billion units

Growing global population is fuelling demand for housing. As a result, global housing stock reached 2.2 billion units in 2021. Much of the increase occurred in emerging and frontier markets, where governments are implementing housing programmes to provide adequate homes for swelling urban populations.

Household heads aged 60+ surpass 300 million in Asia Pacific

Over 2000-2021, the number of household heads aged 60+ has more than doubled in Asia Pacific, reaching 315 million in 2021. Health concerns among this age cohort are set to fuel demand for products and services related to health and wellness. Meanwhile, the strive towards self-fulfilment and self-development is expected to boost digital adoption and drive demand for digital appliances tailored for seniors.

Nearly 88% of new single person households in 2040 will be located in emerging and developing countries

The number of couples with children will reach one billion worldwide by 2036 and will be the most prevalent household type throughout the period. Nevertheless, the number of single person households will grow the fastest. Nearly 88% of new single person households will appear in emerging and developing countries over 2021-2040.

Laptop penetration to reach 65% in developing countries by 2040

The proportion of households with a laptop in emerging and developing markets is forecast to surpass 65% in 2040. Rising laptop penetration is expected to help develop consumers' ICT skills, improve education reach and spur e-commerce among developing countries' citizens.

Key findings
Global households snapshot
Key trends in brief
Areas of opportunity
Global housing stock exceeds two billion units
Number of singleton households exceeds 400 million in 2021
Household size in the Middle East and Africa drops in 2021
Share of households with a passenger car reaches 40% in 2021
Household heads aged 60+ surpass 315 million in Asia Pacific
Homeowners with mortgage to reach 500 million by 2029
Couples with children households to reach one billion
Rural households’ share to decrease to 30% by 2040
Almost half of Asia Pacific households to live in apartments by 2040
Laptop penetration to exceed 65% in developing countries
Top economic trends impacting economies, businesses and consumers
The rise of single person homes
Airbnb launches a flexible residential service in South Korea
More education, more unemployment
Ashoka Changemaker School nurtures future leaders
Home for everything
Liteboxer transfers workouts to the virtual reality
Owning over renting
Start-up Summer simplifies second home ownership
Strive towards simple
SmartThings Home Life to provide a holistic smart home experience
Key trends in brief
Number of households
Average household size
Possession of household durables
Average number of children per household
Housing completions
Urban households
Households with electricity
Rural households
Average size of urban household
Households by type: Single person
Households by type: Couples with children
Households by type: Single-parent family
Housing stock


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