This idea was a founding principle of the first Audience Survey that we published back in 2011. Since then we’ve used our Ad Network to poll over 16,000 early adopters about their habits, lives, motivations and attitudes. Knowing how this demographic thinks, what they believe and what they care about is vital for any brand that wants to stay culturally relevant and ahead of the pack.

To better explain how these consumers act and what drives their thinking, this year we’ve split the report into two sections: Behaviours and Attitudes. Once again, our audience has proven to be constantly evolving, as there’s no shortage of enlightening discoveries.

Their new behaviours are going in all sorts of directions. Just for starters, in light of the recent political revelations of online snooping, our audience are becoming increasingly anxious about their digital privacy. They are sobering up their lifestyles to lessen the blow of their generation’s impending obesity epidemic. And their constant online behaviour has heightened their expectations of brands to deliver goods and services in ultra- convenient ways.

Overall this report should provide a comprehensive snapshot of emerging consumer trends for 2014, as well as provide important foresight into the mass market for the years ahead. We hope this year’s survey provides some answers, but also inspires lots more questions.