Widespread Ambivalence Toward Life At Hyperspeed [REPORT]

While people are more connected than ever, they are grappling with the fear of being left behind and missing out, according to new research by global marketing and communications firm Havas Worldwide.

The latest issue of Prosumer Report,”The Modern Nomad: Connect Me If You Can,” explores how our always-on world has affected the way we live, work, and think, as well as the ways brands can help people get the most out of their high-speed lives. Findings include:

•     Productivity Paradox: Complaining about how busy we are has become a standard part of conversations, and yet fewer than 1 in 3 respondents always have too much to do, and only 1 in 5 say they’re constantly rushing around. Forty-two percent admitted they sometimes pretend to be busier than they actually are—and 6 in 10 believe other people are faking their busyness.
•     Three Typologies: The report identifies country- and culture-specific perspectives, categorizing the 28 respondent markets into three major groups: The Conflicted (those experiencing the greatest tension between wanting to speed up and slow down), The Entrenched (those markets that view the new pace of life as something to be worked around), and The Fatigued (those who long to return to a slower, more mindful way of living).

“As modern technology allows us to move through life faster, we are continuously in search of time-savers and instantaneous solutions,” said Global CEO of Havas Worldwide and Havas Creative Group, Andrew Benett. “At the same time, consumers are also seeking a sense of security and comfort to counterbalance feelings of being unanchored. Brands have a great opportunity to help people feel connected and grounded within the context of this turbulent, on-the-go world.”

The report also identifies attitudes toward modern transportation and the additional advances people most want to see. Among the findings:

•     Cars 2.0: Nearly 6 in 10 Prosumers and 43 percent of mainstream consumers would like their cars to be connected to the Internet, and the majority of Prosumers think the best-selling cars of 2050 will be sold by technology brands.
•     The Future Can Wait: People are not particularly excited about impending advances in mobility. Only around a quarter to a third of global respondents indicated they’re eager to start using self-driving cars, magnetic-levitation trains, urban transport pods, or affordable electric bicycles.

“The Modern Nomad: Connect Me If You Can” draws on findings from an online survey of 10,131 people aged 18+ in 28 markets: Australia, Belgium, Brazil, Canada, China, Colombia, the Czech Republic, Estonia, France, Germany, India, Ireland, Italy, Japan, Latvia, Lithuania, Malaysia, Mexico, the Netherlands, Poland, Portugal, Saudi Arabia, Singapore, South Africa, Spain, the United Arab Emirates, the United Kingdom, and the United States. The survey was created by Havas Worldwide and fielded by Market Probe International in March 2015.

To download report CLICK HERE.