invoke live xperience summary: "the changing nature of technology assimilation"

THE INVOKE XPERIENCE SERIES:A REAL-TIME EXAMINATION OF HOW CONSUMERS ASSIMILATE

TECHNOLOGY IN THEIR EVERYDAY LIVES

FEBRUARY 2015

© Invoke Solutions - Confidential| Introduction to Invoke2

Why did we do this research?

• To demonstrate how the Invoke Live platform functions as a research tool for engaging respondents and collecting meaningful quantitative and rich qualitative feedback

• To gather insight into:

• How new technology has changed the way we do even the most basic tasks

• How these attitudes and behaviors differ across generations – Boomers, Gen X and Millennials

• Beliefs about new technology what consumers love, what they hate and what they hope is next

• New opportunities for marketers to capitalize on attitudes and behaviors that can help to build stronger ties to customers

What did we do?

A LIVE 60-minute online discussion with 150 online participants on February 25, 2015

Who did we talk to?

• Balanced gender

• Balanced age: 1/3 each 18-34 (Millennials), 35-49 (Gen X), 50-64 (Boomers)

• Balanced ethnicity

Methodology

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RESEARCH HIGHLIGHTS

© Invoke Solutions - Confidential| Introduction to Invoke

Research Highlights

4

Not only are Millennials the first to assimilate new technology, they clearly see themselves as leaders, not laggards.

Having grown up with mobility, their “normal” daily lives look different to GenX and Boomers.

They are more connected through social networks and less likely to turn to old stand-bys like using a watch to tell time.

Entertainment on mobile devices is a natural progression – their music, TV and games are all at their finger tips – and they are willing to give up quality to meet their budget.

And, if forced to make a choice, they are more likely to grab their cell phone on the way out the door than their wallet.

Yet, despite the generational differences, Gen X and Boomers are embracing technology with positive attitudes.

They are just as likely to use words like “easy,” “fast,” “fun,” “efficient” and “convenient” to describe how new technology has changed their life this year.

In fact, technology has made it easier for consumers of all generations to communicate with friends, stay organized and research/buy new products online.

However, in some cases, it’s hard to give up the “old way” of doing things, especially for Boomers.

For example, there are just as many Boomers who “hate” reading books on a mobile device as who “love” it.

And, while streaming media is on the rise, there are many who are not willing to give up the convenience, selection and quality to completely cut the cord.


Research Highlights

5

Aspirations for the future shed light on greater expectations for further advancements in media, communications, shopping and health.

Moreover, in the not so distant future, many have their fingers crossed that they will soon see robots to do the dishes, self-driving cars and even teleportation.

However many are fearful of the impact on the next generation, especially given what they see among their current friends and colleagues.

Technology has placed more educational and connectivity tools in the hands of the next generation, but even with the inherent benefits, many feel the next generation risks being socially awkward.

There are concerns that today’s children are not allowed enough time without screens for creative and imaginative play.

They also fear that devices are replacing true face-to-face communication and that many kids do not know how to look someone in the eye.

Yet, bad habits and manners rooted in “new technology” are not unique to the youngest generation.

Many consumers across generations were quick to point out that there are many tech-driven activities that are annoying such as texting while driving, overuse of social media, cyber-bullying and online scams/viruses.

As a final thought, Millennials will continue to lead tech-development and assimilation. However, don’t count out the GenX and Boomers – they are ready with a positive mindset towards adopting new technology, especially if it is easy, convenient and fun.

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GENERAL FINDINGS


As expected, Millennials are far more tech-savvy - seeing them selves as “leaders” and early adopters

7

• “Living better through tech as information is at the touch of a button” (Male)

• “Wall mounted flat screen televisions, grocery shopping from home, keeping up to date with latest trends, instant news/ information delivery.” (Male)

• “Digital lifestyle would be nothing with paper. I feel like this doesn't apply to me only because I still like to make lists on real paper, write letters, and draw my own cards. I feel like I have a 50/50 balance of the two.” (Female)

• “Organized, carefree, secure, prepared.” (Female)

Boomers25% Leaders, 75% Laggards

GenX51% Leaders, 49% Laggards

Millennials63% Leaders, 37% Laggards

Q) Which of the following best describes your relationship with new technology? Give us some words or phrases that describe what the phrase “digital lifestyle” means to you personally.

What is the Meaning of a “Digital Lifestyle”

• “You use devices like mobile phone, laptop, and tablets all the time. You no longer do things like write down a shopping list with a pen and paper. You're so used to living like this that if one of the devices was broken you would feel like something is missing.” (Male)

• “Lifestyle that brings ‘Ease of Living.’ One that helps use to get what we need quicker!” (Male)

• “To me it means I am always connected and can work remotely with out having to be in an office.” (Female)

• “Marrying everyday life with technology.” (Male)

• “Not sure - an individual who keeps up with new technology -which doesn't describe me!” (Male)

• “I believe it means that we are going to be using digital technology in all aspects of our lives...cars which stop on their own and warn you of a coming crash, turning your home lights, heat, locks on and off from a adistance, keeping a digital calendar.” (Female)

• “It means we live a more technology based life style, we have incorporated more technology into our everyday lives.” (Female)


Yet, tech assimilation crosses generations – although Millennials are clearly more entrenched

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-2%-11% -15%

-30%-41%

-31% -29%-14% -17%

-2%

15%27% 28%

13% 7% 6%19% 16%

23% 17%7% 8%

41% 21% 19%

17% 27%36% 6% 9%

9% 15%

7% 6%

When was the last time you…?

Within the past

hour

Sometime

today

More than a

year ago

Q) When was the last time you did each of the following activities?

Checked in on social media

Wore a watch Read a printed

newspaperShopped online


75%

25%

62%

38%

60%

40%

Cell Phone

Wallet

Millennials Gen X Boomers

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Q) If you had to make a choice between not being able to find your cell phone or your wallet on the way out the door, which would you rather lose?

Cell Phones are on the verge of becoming MORE important than your wallet, especially with Millennials

Which would you rather LOSE – Cell Phone or Wallet?

Wallets are seen as hard to replace, while cell phones have all the info needed to go wallet-free

• “You need ID - in our society. Replacing your cell phone - is easy ( but - expensive). Replacing your ID in your wallet - is going to be a nightmare!” (Male, Boomer)

• “I can easily go without my cell phone but in my wallet I carry my money, store and debit cards and usually my shopping list.” (Female, Millennial)

• “What’s the used of wallet when its empty, LOL. Anyway, I better have my phone coz its high tech now u can use ur fone when u buy something or shopping.” (Female, Millennial)

• “All my information is in my cell phone.” (Male, Boomer)


75%

25%

84%

16%

80%

20%

67%

33%

76%

24%

84%

16%

68%

32%

78%

22%

89%

11%

Image B Image A Image A Image B Image A Image B


For the most part, technology evokes positive emotive responses with only marginal generational differences

10

Angry

FrustratedHappy

OrganizedCalm

Peaceful

Serene

Frustrated

Stressed

DepressedOverwhelmed

Disorganized

Q) Which one word comes to mind to describe Image A/Image B? Which one of the two images presented do you feel best represents how new technology often makes you feel? What three words would you use to describe how technology has changed your life in the past year?

Emotional Associations With New Technology


22%

26%

24%

39%

27%

50%

39%

43%

44%

36%

38%

42%

47%

51%

47%

47%

31%

38%

42%

45%

48%

49%

55%

55%

Monitoring your home security,lights and temperature

Using apps to set goals and recordprogress

Communicating with businesscolleagues

Organizing and printing photos oralbums online

Online education courses and apps

Connecting with friends and familyon a social media apps

Organizing music and creatingplaylists

Keeping your calendar organized


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Q) How much do you "love" or "hate" each of these tech advancements that are designed to help us communicate and stay organized?

We all love how technology helps us stay organized & communicate efficiently, although Boomers are less “in love” with some things

How We LOVE to Communicate & Stay Organized(% Love It!)

Perhaps due to their current life stage, Boomers are less in “love” with more specialized applications like education, goal setting and smart homes.


17%

34%

28%

58%

43%

48%

51%

58%

81%

22%

36%

40%

53%

47%

60%

56%

51%

80%

33%

42%

44%

53%

55%

55%

62%

63%

71%

Booking a shared ride using Uber,Lyft, etc.

Booking a accomodations usingAirbnb, HomeAway, etc

Researching, buying or tradingfinancial services

Shopping online

Buy/Sell on Craig's List/Ebay

Receiving promos/coupons basedon what you buy/where you shop

Booking travel online

Using online reviews to find localbusinesses

Researching new products/services


12

Q) How much do you "love" or "hate" each of these tech advancements that have changed the way we buy or sell goods and services?

Online commerce has largely been assimilated across generations, especially when researching what to buy, but not shared rides

Online Commerce We LOVE(% Love It!)


19%

20%

26%

24%

48%

41%

36%

44%

38%

38%

60%

56%

37%

43%

50%

52%

57%

70%

Read a Newspaper

Read a Book

Playing games

Watching TVprograms

Receive WeatherWarnings

Streaming Music


13

Q) Here’s a list of tech advancements in media that have changed the way we consume media. How much do you “love” or “hate” each of these advancements?

And new ways of consuming media & entertainment content have found a place in our hearts – especially for Millennials and Gen X

Media We LOVE on Mobile Devices(% Love It!)

Showing less “LOVE” overall for the

more visual mediums, just as many

Boomers “HATE” reading books on a

mobile device as “LOVE” to.

Extremely/Very Likely to Cut the Cord

49% of Millennials

49% of Gen X

10% of Boomers


However, while streaming has made it easier to cut the Pay TV cord, some just love the variety, quality & big screen too much

14

Q) How likely are you to completely drop your Pay TV service (cable, satellite, or telco) and rely solely on local channels and/or online sources for TV programs? Why?

16%Extremely

Likely

20%Not At All

Likely

“The only reason I have pay service now is that I got a year free when I switched to cable. Before that I had no

pay tv and watched shows online or thru Roku and Netflix. It saved me money and I saw what I wanted when I wanted. I will go back to that at the end of the year.” (Female, GenX)

“I use only local channels to watch local news, otherwise, I use internet to get all other information.” (Female, Boomer)

“Our cable is outrageously expensive. Why pay for TV that you can watch online. If there were a better way to get DVR service, would have done it already, but will likely do it soon.” (Male, Millennial)

“Cheaper than Cable and I can watch what I want when I want.” (Female, GenX)

“Our cable is outrageously expensive. Why pay for TV that you can watch online. If there were a better way to get DVR service, would have done it already,

but will likely do it soon.” (Male, Millennial)

“Because TV has been around for ages,and the computer screens are to small,so I will never give up my TV.” (Male, Boomer)

“Not nearly the same amount of choices and picture quality as there is on an HD TV with satellite service.” (Female, Boomer)

“I can afford to keep it. I like DVRing shows and then watching in the highest HD and sound available. I MIGHT cancel in 4 years or so when it is really not needed anymore.” (Male, Boomer)

“There are shows I like watching that can not be found online or you have to go to different sits to find them.” (Male, Millennial)

“I still watching news and regular TV shows on the cable.” (Female, Millennial)

“We like watching movies on a big screen especially with so many of us at home or friends over. I usually don't have time on my mobile device to watch such a

lengthy event.” (Female, GenX)

Pros and Cons of Cord Cutting


While consumers expect big advances in media, communications and commerce, they desire innovations that simplify their lives

15

5%

9%

14%

11%

15%

11%

16%

11%

9%

7%

11%

11%

11%

18%

11%

15%

5%

10%

14%

14%

13%

18%

20%

Politics

Travel

Personal Safety

Finding a job/employment

Education

Business & Economy

Health & Well Being

Shopping

Communicating with friends,family, colleagues

Media: Television, movies, music

#3 #2 #1

35%

21%

17%

12%

Industries Poised for Future Tech Advancements(Ranked Top 3)

Q) And, which of these areas do you feel will see the biggest technological advancements in the coming years? Anything you can’t wait to be invented to make your life easier?

46%

45%

42%

4%

40%

36%

“I wish I had…”

“Magic medicine that relieves all disease.” (Female, Millennial)

“Kitchen robot that cooks meals for your from scratch (like washing machine does

laundry for you).” (Female, GenX)

“Fully voice operated operating system that requires no keyboard whatsoever.”

(Male, GenX)

“Virtual reality grocery shopping.” (Male, Millennial)

“Visiting your doctor over the internet, the connectivity for him/her to see your

vitals etc. all in an app online, yes! (Female, Boomer)

“Self driving car.” (Male, Boomer)


Despite all the “love,” 6 in 10 agree there are tech-driven activities, like texting while driving, that are so annoying they should just “go away”

16

Q) Are there any technology-driven activities you wish would just go away?


And, many see risks for the next generation

17

Kids are tech-savvy but, don’t play outside or communicate without tech…

“I have a 12 y/o and a 10 y/o and I am grateful they have the technology to broaden their horizons, however, the kids of today would not last 1 hour back in the day. Every so often we have no electronics day and we go back to playing board games, riding bikes and doing other activities you cannot do with a digital lifestyle. There are many pros and cons to a digital lifestyle.” (Female, GenX)

“Unfortunately the younger generation has no clue how to do a lot of things because of technology. I grew up with technology slowly evolving to where it is now....but a lot of the kids today would never be able to a lot of common sense items because they have never experienced them without technology. I notice a lot of kids who can not talk to people face to face because of technology.” (Male, Millennial)

“Kids today are not interacting as much with friends or family on a face to face level. I also think they are not as physically active as when I was growing up without any high tech.” (Female, Boomer)

Leading to concerns over lack of appropriate interpersonal skills…

“Teenagers have lost personal boundaries because they say things they wouldn't say in person, or take pictures that are inappropriate and send them to people.” (Female, GenX)

“Social Media. I don't have children, but I can see the affect it has on the kids around me and my younger family members. The ability to share anything almost instantly can lead to doing some stupid things.” (Male, Millennial)

“Everybody uses technology as soon as they can control their hand movements. It impacts human interactions and there is a sense of freedom about technology that limits what kids can maybe do without the help of the Internet.” (Female, Millennial)

“I don't have kids, but they have it very different than I did. We didn't have cell phones or email. I think it definitely makes their life easier, but also makes them rude. They think it is totally acceptable to be having a conversation with someone and then start texting someone on their phone.” (Female, GenX)

Q) Let’s talk about the next generation, what’s the biggest impact of this digital lifestyle on kids today?


FINAL THOUGHTS & IDEAS

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“Bring the prices down on newer technology.” (Male, Millennial)

“Make sure they keep in mind some of their customers may be older so make technology user friendly for them or at

least make a version that is easier to use.” (Female, Boomer)

“Just to make the devices easy to understand and to use for those of us who

were born before the tech revolution.” (Female, Boomer)

“Cater to everyone and be more affordable. Don't forget about the people that can't have

the latest greatest internet speeds. We are consumers too.” (Female, GenX)

“Try not to oversaturate their brands. If they want to come out with an advanced gadget,

then do so. But don’t claim it is the best thing ever, and then come out with

something a month later that’s now the best things ever. (Female, Millennial)

“Make tech more intuitive. Look at what Apple did to bring simple,

elegant tech to the masses!” (Male, GenX)

Q) Before we go, is there anything specific you would want to say to technology companies or brands to help them do better when introducing new technologies?

“Figure out a way to make the battery life longer. Also, be sure we aren't infringing on other's privacy

with new technology.”(Female, GenX)

APPENDIX

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“Invoke… can shore up the respective weaknesses of qual and quant by delivering projectable quantitative data and the qualitatively-derived ‘why’ behind it.”

-- Research Conference Report

20

ABOUT INVOKE

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invoke live xperience summary: "the changing nature of technology assimilation"

Technology

new technology

generations boomers

old way

consumers love

researchbuy new products

positive attitudes

online participants

minute online discussion