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Global Market Resarch 2013 is the 25th annual industry study undertaken by ESOMAR, providing a comprehensive and authoritative view on the state of the market.
|Author(s): Bernhard Engel, Natalie Beisch
Collection: WM3 - Worldwide Multi Media Measurement 2009
Keywords: Trend Spotting /Watching, Society
Members: EUR 12.00
The exciting question for the future is how revolution in technology meets evolution in human behaviour. With the study Future Media Trends we focus on the evolution of human behaviour: A theoretical framework for understanding this change is the concept of "liquid modernity". This approach points out that lives becomes more liquid: time use and time structure is no longer fixed, human togetherness is changing, real worlds become virtual worlds. "Liquid life” influences also media usage/habits and the relevance of brands. That implies more freedom of choice in all areas of human life. On the other hand, there is a risk of senselessness, missing structures, unattainability, and under-defined state of life.