New Study From Havas Worldwide Reveals Widespread Ambivalence Toward Life At Hyperspeed

NEW YORK, Sept. 9, 2015 /PRNewswire/ -- 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.

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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.

Prosumer Reports is a series of thought leadership publications by Havas Worldwide—part of a global initiative to share information and insights, including our own proprietary research, across our network of agencies and client companies. For more information or to download the latest white paper, please visit http://bit.ly/MdnNomad.

About Havas Worldwide

Havas Worldwide is a leading integrated marketing communications agency and was the first to be named Global Agency of the Year by both Advertising Age and Campaign in the same year. The Havas Worldwide network is made up of 11,000 employees in 316 offices in 120 cities and 75 countries, and provides advertising, marketing, corporate communications, and digital and social media solutions to some of the largest global brands. Headquartered in New York, Havas Worldwide is the largest unit of the Havas group, a world leader in communications (Euronext Paris SA: HAV.PA).

Contact:
Yvonne Bond
Global Communications Director
Havas Worldwide
(212) 886-2035
[email protected]

SOURCE Havas Worldwide

Related Links

http://www.mag.havasww.com/prosumer-report/the-modern-nomad/

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