"When we start looking to smartphones and apps, we always have to think about who is being left out, who is not being represented"
Kate Crawford, Researcher, Microsoft
This week's podcast of More or Less: Behind the Stats looks at the pitfalls of big data (Google Flu Trends anyone?) and reminds us not to ignore the old statistical lessons particularly the importance of basing conclusions on representative samples.
Annabel Kelly reports on the huge opportunities available to Western brands in China especially through e-commerce.
China is second only to the US for the size of its economy and imports. For some markets, however, China has overtaken the US. The Chinese car and light truck market is now bigger than the US market. What’s more, the Chinese – with their increased wealth and diminishing trust in local brands – have a fast growing appetite for Western products especially those that are consumed in public such as fashion, cosmetics, personal technology, food and drink, movies, and automotive. In 2013, for example, 60% of all vehicles purchased in China were not homegrown brands, an increase from the previous year.