Households are changing rapidly in terms of size, location and demographics. By 2030, the global household outlook will be much different compared to today, as technology, urbanisation and economics reshape the behavioral patterns of inhabitants and create new channels of access to consumers. This strategy briefing pinpoints the primary trends affecting households to 2030 and their impact on consumption, both in terms of opportunities and challenges.
Households populated by one person will see faster growth than any other household type through to 2030. This demographic is being driven by younger singletons exchanging relationships for careers and education, as well as the growing widowed and divorced elderly group, especially large in developed countries. Opportunities in targeting this household type are sizable.
Urban hubs are expanding at a faster pace than rural areas in terms of population and households. Factors such as immigration, cities expanding to incorporate more suburban and rural zones, and the development of entirely new towns and cities will create a much more urbanised world in 2030.
The onset of urbanisation is creating a boom in apartments. Countries such as China, Brazil and the UK will see surging growth in apartments through to 2030. Apartments provide a solution for housing large numbers of people in a limited urban space, they can be smaller and therefore cheaper, and they offer easier access to utilities and digital services.
The rapid globalisation of Internet access is digitising households at an unprecedented rate. By 2030, the majority of the world’s homes will have unlocked access to services including online video, gaming, gambling, social media, e-commerce, banking, e-health and e-education, among others.
The digitalisation of households around the globe will be partly enabled by higher levels of education, which will have a direct impact on IT comprehension and literacy in general. In parts of Africa and Asia, a lack of education is a major deterrent to technology uptake.
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