Knowledge hub

Conducting online research in China is unlike anywhere else in the world. With over 1.1 billion internet users in 2024, China accounts for over a fifth of the global online population. Nearly all of them, over 99%, access the internet via smartphones, making mobile-first behaviour not just common but standard. Researchers won’t find Google, Facebook, […]

The next wave of edtech growth isn’t being engineered in boardrooms or classrooms. It’s unfolding in bedrooms, dorm halls, and digital chat groups – where students turn smartphones into production studios and learning platforms into launchpads. Armed with ring lights and revision hacks, Gen Z creators are transforming how education is marketed, consumed, and experienced. […]

You’re watching a livestream. A pair of sneakers flash on screen, not as a hard sell, but as part of the host’s outfit. Before the segment ends, you’ve clicked, carted, and checked out, without ever intending to shop. This is ambient shopping. In 2025, 69% of consumers report making purchases while doing something else: scrolling […]

Rising inflation and economic uncertainty were expected to put an end to discretionary spending for middle-income households. Instead, consumers are making room for indulgence. Across the US, UK, and Europe, households earning moderate incomes continue to prioritise non-essential purchases at rates far closer to affluent consumers than economic models predicted. McKinsey’s 2024 Global Consumer Sentiment […]

Across the world’s fastest-growing consumer markets, one force is reshaping purchasing behaviour, product design, and service delivery: women. From Jakarta to Los Angeles, women are no longer a niche segment—they’re central to growth itself. In the US and UK, they already influence over three-quarters of consumer spending. In Asia, their economic clout is rising even […]

In theory, younger consumers should be leading the green economy. Gen Z and millennials routinely rank climate change among their top global concerns, follow sustainability influencers, and expect brands to take a stance on everything from packaging to politics. But in practice, their purchasing behaviour last year tells a different story. According to McKinsey, the […]

In the last year alone, bookings for luxury river cruises by travellers over the age of 65 rose by more than 70%. In Southeast Asia, spa and wellness retreats report that seniors now make up the fastest-growing customer group. And in the United States, recent data shows that older adults are adopting wearable tech at […]

Today, every brand has a dashboard problem. Real-time data tracks everything. Purchase paths are mapped down to the millisecond. Heatmaps show where consumers hover and hesitate. The real-time analytics market is booming, valued at $25 billion in 2023 and projected to reach $193.71 billion by 2032. But in the race to be data-led, something is […]

British shoppers are entering a new era of grocery buying – less impulsive, more deliberate, and increasingly shaped by price. Grocery inflation rose to 3.5 percent in March, capping off two years of compounded cost pressure. Supermarket sales have softened, not because people are walking away, but because they’re buying fewer items and skipping anything […]

When wallets tighten, lipstick sales often loosen. Beauty counters are buzzing across the US and UK – even as consumers pull back on big-ticket splurges like fashion, tech, and travel. Luxury lipsticks, skincare serums, and fragrances are flying off shelves, offering shoppers a small but satisfying escape from financial uncertainty. It’s a familiar phenomenon with […]