Abstract:

Cimigo conducted a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia. How are evolving screen-age lifestyles and emerging digital trends shaping the future of middle class consumers, from Saigon to Singapore, Hong Kong to Delhi? This presentation will share new insights on the impacts of digital life on middle class lifestyles, work, education and entertainment in emerging markets, in addition to digital fatigue from always-on multi-tasking in advanced markets. These insights result from ethnographic immersions and interviews with a broad range of middle class consumers and in-depth interviews with digital experts across Asia.