But it’s not just about numbers. It’s also an opportunity to explore – and
hopefully understand – the behaviour and attitudes of 18-35 year old
early adopters. We ask them questions about their lives, the way they think and how they consume. The results are then analysed, contextualised and finally published for you in this handy report.

This is the third edition of our Audience Survey, and our biggest yet. As well as adding a few more pages, we’ve also made some major improvements. We’ve given the design a refresh, changing the layout for something a little more dynamic. We’ve packed the report with more case studies, giving an even greater sense of today’s cultural environment. We’ve also added a new micro-trend section to each chapter, which aims to highlight the key innovators in each market.

And, of course, there’s no shortage of data visualisations. Overall, this report should provide a comprehensive snapshot of global cultural trends for the year ahead, as well as provide an indicator of how consumers and markets will be changing beyond that. We hope you’ll find some useful ideas, inspirations and the odd stat or two to help you over these next 12 months.