This project analyses global consumer behaviour across 185 countries over a 7-year period (2010–2017). The dashboard explores how income, expenditure, disposable income, and savings rates vary across regions, countries, and consumer preference categories. It is built as a 3-page interactive Power BI report with slicers for Region and Year.
| Detail | Value |
|---|---|
| Total sample size | 2 billion |
| Number of countries | 185 |
| Regions covered | 7 |
| Study period | January 2010 – September 2017 |
| Average study duration | 25 days |
- Asia
- Australia and Oceania
- Central America and the Caribbean
- Europe
- Middle East and North Africa
- North America
- Sub-Saharan Africa
| Metric | Value |
|---|---|
| Total Expenditure | £438 billion |
| Total Income | £622 billion |
| Disposable Income | £183 billion |
| Savings Rate | 29.5% |
Provides a high-level overview of global consumer financial behaviour with the following visuals:
- KPI Cards — Total Expenditure, Total Income, Disposable Income, Savings Rate, Total Sample, Number of Countries
- World Map — Plots total income, total expenditure, and disposable income by country and region, allowing geographic comparison at a glance
- Line Chart — Tracks total income by year and region from 2010 to 2017, showing income trends across all 7 regions over time
- Data Table — Detailed breakdown per country showing Region, Sample Priority, Consumer Preference, Total Income, Total Expenditure, Disposable Income, Income PSS, and Savings Rate
- Slicers — Filter the entire page by Region and Year
Analyses how consumer spending preferences vary by region and their relationship with income and savings:
- Bar Chart — Total Income by Consumer Preference — Compares total income across product categories including Household Supplies, Cosmetics, Meat, Baby Food, Cereal, Vegetables, Snacks, Clothes, Personal Care, Beverages, Fruits, and Office Supplies. Household Supplies leads at £130.26bn.
- Bar Chart — Savings Rate by Consumer Preference — Shows which product categories are associated with the highest savings rates. Clothes leads at 67%, followed by Cereal at 43% and Vegetables at 41%.
- Treemap — Disposable Income by Region and Consumer Preference — Visualises the distribution of disposable income broken down simultaneously by region and consumer preference category, with drill-down capability per region
- Slicers — Filter by Region and Year
Focuses on the temporal scope of the study and income trends over time:
- KPI Cards — Average Study Duration (25 days), Min Date (1 Jan 2010), Max Date (16 Sep 2017)
- Line Chart — Total Sample by Start Year — Shows how the total sample size changed year over year from 2010 to 2017, with a notable decline from 2016 to 2017
- Line Chart — Total Income by Year and Region — Multi-line chart tracking income trends for each of the 7 regions across the full study period, with Asia consistently leading
- Slicers — Filter by Region and Year
- Asia dominates income across all years, maintaining the highest total income of all 7 regions throughout the study period
- Household Supplies is the highest-income consumer preference category globally at £130.26bn, nearly matching Office Supplies at £126.31bn
- Clothes buyers have the highest savings rate at 67% — suggesting this consumer segment is more financially conservative despite their spending preference
- Savings rate globally sits at 29.5%, meaning nearly a third of total income is retained across the sample
- Sample size declined sharply in 2017, likely reflecting that the study concluded mid-year (September 2017)
| Tool | Purpose |
|---|---|
| Power BI Desktop | Dashboard design, DAX measures, interactive visuals |
| Power BI Service | Publishing and sharing the live report |
| File | Description |
|---|---|
README.md |
This file |
Consumer_Study_Analysis.pbix |
Power BI desktop file — open with Power BI Desktop to explore the full interactive report |
Analysis by Ojo Esther