How has the consumer’s relationship with risk and control changed? How have new behaviours around tracking, planning and indeed Googling come to affect the way attitudes about risk and reward are formulated?

The Dead of Risk

Today, consumers are turning away from high-risk choices in favour of safer ones, yet retaining positive attitudes towards cultural conceptions of risk-taking.

Almost universally, risk-averse attitudes are common – almost 2 in 3 global respondents on average agree that people should prioritise safety above fun or adventure.

Global Average

  • Disagree Strongly (2%)

  • Disagree (8%)

  • Neither agree nor disagree (13%)

  • Agree (45%)

  • Agree strongly(19%)

European Average

  • Disagree Strongly

  • Disagree

  • Neither agree nor disagree

  • Agree

  • Agree strongly

Mobile Control

Consumers carry with them increasingly powerful tools, these days, to find information, verify real-time claims and organise their lives. But more than that, they carry a constant portal to social media and all of its associated pressures, countless inevitable push notifications, a world of on-demand entertainment and otherwise constant connectivity.

Select an area to see Top 10 Weekly Smartphone Activities.

Global Average

  1. Check News
  2. Access a social networking site
  3. Take Photos
  4. Communicate using a social networking site
  5. Manage my personal life
  6. Manage my work/school life
  7. Watch video content
  8. Play games
  9. Browse products I am interested in buying
  10. Read products reviews/compare prices for a product

European Average

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The Mobile Control mindset is rising – approximately 1 in 3 global respondents report using their smartphone to “manage [their] personal life” once per day or more.

Global Average

European Average 





Nearly every day or more  34%  29%  37%  48%  20%  23%
1-3 times a week  24%  23%  22%  33%  19%  19%