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Households Country Briefings 2017: Analysing a Changing World

April 24th, 2017

Euromonitor International is pleased to announce the launch of Households Country Briefings for 2017. The new set of reports – beginning with the release of China, USA and Singapore – will tackle ongoing changes in household demographics across 85 significant economies. Global shifts in gender, ageing, migration, housing and education are transforming the size, location and general make-up of households around the globe, with diverse implications for governments and companies. The latest Country Briefings attempt to identify, analyse and visualize these trends in an easily digestible manner. You can find the reports by choosing the Country Briefing option under the Analysis Finder menu on the Households homepage.

A regional comparison visual sheds light on anomalies between continents

In this year’s Households Country Briefings, we have added a regional comparison segment that will highlight the differences in household trends among the world’s regions. There are stark contrasts between regions across specific indicators. For example, while around half of all households are located in rural areas in Asia Pacific, in regions like Latin America and Eastern Europe the proportion of rural homes is a small minority. In another example, North American and Eastern European homes have the highest levels of gender equality in terms of household heads (at around 50.0%), while the lowest is in Asia Pacific (where around 80.0% are male).

New case studies help to provide real-life examples

Another new addition to this year’s Households Country Briefings is the inclusion of two guaranteed case studies per each report. Demographic and cultural household trends can be difficult to comprehend without present and relevant examples. Therefore, we are now including household-specific case studies, which will focus on company and government examples that help to highlight and underline specific household data patterns. From how Ikea adapts to apartment lifestyles to how Samsung is chasing the smart home, the examples are numerous and enlightening.

Did you know?

Household profiles have a major impact on consumption behaviour:

  • Couple-with-children families dominate the Singaporean market, although the average number of children per home is relatively low on a regionally comparative basis. This is mainly due to the high costs associated with raising children in Singapore, as well as other lifestyle choices such as agrowing focus on careers by females. Single-person households are set to increase strongly in the coming years, partly due to a rise in the number of elderly persons and immigrants living alone;
  • The USA represents an advanced market for household telecoms, backed by the country’s high income levels, technology-savvy population and excellent infrastructure. Portable devices including smartphones, laptops and tablets showed strong growth during the 2011-2016 period, making mobile gaming, shopping and retailing all to become widely accepted and utilised elements of American day-to-day life. However, income inequality remains a concern and the lower-income bands continue to expand, thus preventing a higher uptake of some less-essential digital goods such as pay-TVs and video game consoles among US households;
  • Urbanisation will continue to occur rapidly in China, with almost three out of every four households residing in cities by 2030. This will have enormous impacts on households’ spending patterns, while creating a more favourable condition for consumer businesses to market their products and services. Households with two persons will become most typical in China, driven by the country’s population ageing, rural-urban migration, as well as the trend among Chinese couples to have children later in their lives.

Companies, institutions and governments can use Euromonitor International’s Households Country Briefings to identify the decision-making processes and consumption tastes of different household groups within a country; to assess household appliance and digital readiness that is key for formulating market technology and Internet strategies; and to compare countries in terms of their dwelling types, home ownership rates, mortgage demand and property price growth. All of these form a vital part of tactical analysis for businesses in segments such as FMCG, marketing, construction, private equity, finance, durables, education, and many more.

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Pavel Marceux

Using expertise built up across a variety of consumer segments, including digital services, appliances and sustainability, Pavel guides the Households page to analyze the latest trends and opportunities in the home space. From smart home tech to family demographics and dwelling types, Pavel brings to life the issues that impact brands and governments worldwide.

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