KetchumWhat People Want Most from Personal TechnologyInsights from the 2012 Study
About the Ketchum Digital Living IndexThe 2012 Ketchum Digital Living Index views technology adoption through acultural an...
Finding No. 1What people wantmost is simplification
“The most surprising finding in the study    is the overwhelming desire for simplification.    It seems counter-intuitive ...
Simplification is tops• 76 percent of people are left wanting more from personal technology  when it comes to simplifying ...
More important than empowerment or enrichmentOverall, more people value technology that provides simplification overother ...
Where does simplification matter most?Simplification is most important in the US and Spanish markets            China     ...
What people want to hear from companies –simplification is in Top 3 for all products            TV/Video                  ...
Finding No. 2Location matters
“The most striking finding to me as an anthropologist was    that culture really matters. I didn‟t expect that,    because...
Importance of cultural DNA• A dominant narrative in the technology industry is that mobile  technology removes barriers of...
Other differences by country          The French view technology as more of an          empowering tool than as a part of ...
Other differences by country                Consumers in the US, more so than other western countries,                espe...
Other differences by country        Germans are more “in love” with technology than some global        counterparts. When ...
Finding No. 3Digital likesoutnumber loves
Opportunities to turn likes to loves• Globally, about four of ten survey respondents  (43 percent) love their mobile or ho...
Tablets/computers get most love100% 90% 80% 70% 60% 50%              42%                                     38% 40%      ...
Finding No. 4There are four kindsof Digital Livingnatives
Digital Living Enthusiasts•   Largest group in study population•   Love of personal technology is 10-15 points above the a...
Digital Living Infomaniacs•   Feel only average amount of “love” for consumer technology•   Getting information they want,...
Digital Living Pragmatists•   Value technology as a helper•   Love technology slightly less than the average•   Ease of us...
Digital Living Disconnects•   Feel far less positively than other segments (20 percent say they    love mobile and home en...
Men and women distributed similarly                       Men                                        Women        Disconne...
Implications24 | 2012 KETCHUM DIGITAL LIVING INDEX
Five suggestions to help drive technology adoption1. 1. Focus on the experience, not just the object. Technology    manufa...
Five suggestions to help drive technology adoption4.    Understand the cultural DNA. Make the effort to understand the    ...
About Ketchum Digital LivingAs part of the Global Technology Practice, Ketchum‟s Digital                     Contact:Livin...
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Ketchum Digital Living Index 2012

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Did you know that 76% of people are not very satisfied with the ability of products like smartphones and tablets to make their lives simpler?

That is just one of the findings of the Ketchum Digital Living Index (www.ketchum.com/digital-living), a new study surveying 6,000 consumers in six countries. The expanding role of personal technology in everyday life is raising some fascinating questions. Consumers are starting to wonder ‘when is it too much?’ Does it bring us closer together – or drive us further apart? What drives our love/hate relationship with these products?

Based on the insights and client experiences gained through its Global Technology Practice, Ketchum created the Digital Living Index. The Index uses cultural anthropology to examine the underlying values and human experiences driving technology adoption, with support from cultural anthropologist Emma Gilding and research firms Ipsos and Communispace.

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Ketchum Digital Living Index 2012

  1. 1. KetchumWhat People Want Most from Personal TechnologyInsights from the 2012 Study
  2. 2. About the Ketchum Digital Living IndexThe 2012 Ketchum Digital Living Index views technology adoption through acultural anthropology lens, looking at the intersection – and disconnects –between the human experience and people‟s expectations and aspirations forconsumer technology.The Index is based on online interviews conducted by Ipsos with 6,000participants in total in the US, UK, France, Germany, Spain and China, as wellas online qualitative discussions conducted by Communispace withapproximately 400 men, women and young adults in the US US UK CHINA GERMANY FRANCE SPAIN2 | 2012 KETCHUM DIGITAL LIVING INDEX
  3. 3. Finding No. 1What people wantmost is simplification
  4. 4. “The most surprising finding in the study is the overwhelming desire for simplification. It seems counter-intuitive when technology is always about being bigger or better or faster, but the data show that what people really want is to understand how all of these devices can get them to their desired experience easily.” - Esty Pujadas, partner and director of Ketchum‟s Global Technology Practice4 | 2012 KETCHUM DIGITAL LIVING INDEX
  5. 5. Simplification is tops• 76 percent of people are left wanting more from personal technology when it comes to simplifying their life. Only the remaining one in four describes themselves as very satisfied with technology‟s ability to make their life simpler• There is more than a 20 point gap between the proportion of consumers who feel “easy to use” and “makes life simpler” attributes are very important and the percentage of people who are very satisfied with their current experience5 | 2012 KETCHUM DIGITAL LIVING INDEX
  6. 6. More important than empowerment or enrichmentOverall, more people value technology that provides simplification overother kinds of experiences and over personal values. Drivers 60 50 40 40 23 20 15 0 SIMPLIFICATION EMPOWERMENT ENRICHMENT VALUES - Easy to use - Lets you access - Provides you entertainment - Understands/values you - Helps to simplify your information you want, - Helps you stay informed - Shares your values Life when you want it about the latest news/ trends - Signals who you are to the - Helps you find time - Helps you manage health/ outside world - Helps you connect wellness with people - Helps you be creative - Customizable to meet - Helps you be a better parent your needs - Helps you be a better - Lets you discover new spouse/partner information/ - Helps you be a better friend experiences6 | 2012 KETCHUM DIGITAL LIVING INDEX
  7. 7. Where does simplification matter most?Simplification is most important in the US and Spanish markets China 41 43 Spain 54 58 Germany 46 54 France 48 48 UK 33 55 US 53 68 0 20 40 60 80 Makes Life Simpler Easy to Use7 | 2012 KETCHUM DIGITAL LIVING INDEX
  8. 8. What people want to hear from companies –simplification is in Top 3 for all products TV/Video Provides you entertainment Easy to use 56% 55% Gaming Information you want, when you Provides you entertainment 78% 35% Easy to use 62% want it Helps you be creative 34% Smartphones Easy to use 53% Helps simplify your life 36% Information you want, when 36%Home Appliances you want it Tablets/Computers Easy to use 50% Easy to use 73% Information you want, when you want it 39% Helps simplify your life 72% Provides you entertainment 36% Helps you find time 42% Q. Which THREE of the following would be MOST important for [product category] companies to tell you about when communicating with you about their products? 8 | 2012 KETCHUM DIGITAL LIVING INDEX
  9. 9. Finding No. 2Location matters
  10. 10. “The most striking finding to me as an anthropologist was that culture really matters. I didn‟t expect that, because the dominant narrative is that technology sells itself. But the data shows this just isn‟t true. The intersection between what people find appealing and the values of their experiences with technology differ profoundly by country and by cultural DNA.” - Emma Gilding, cultural anthropologist10 | 2012 KETCHUM DIGITAL LIVING INDEX
  11. 11. Importance of cultural DNA• A dominant narrative in the technology industry is that mobile technology removes barriers of place and time and a user‟s physical location no longer matters• Ketchum Digital Living Index shows that human experiences with technology differ profoundly by country and by cultural DNA• Particularly striking in such areas as the importance of simplification and the likelihood to express “love” for specific types of products11 | 2012 KETCHUM DIGITAL LIVING INDEX
  12. 12. Other differences by country The French view technology as more of an empowering tool than as a part of their human experience, compared to global counterparts. For example, the French are not convinced that technology can enhance their personal relationships. The way to France‟sheart is through empowerment. The Chinese, more than other countries, need technology to help them interpersonally, with factors such as managing relationships and health and wellness. Values overall, less relevant in the western hemisphere, arekey drivers in China. The Chinese are more likely to appreciate brandsthat share their values and signal who they are to the outside world.China and the US share an appreciation for brands understanding whothey are.12 | 2012 KETCHUM DIGITAL LIVING INDEX
  13. 13. Other differences by country Consumers in the US, more so than other western countries, especially need technology to understand and share their values. But unlike the Chinese, who also appreciate values more than other markets, brand that signals who a consumer is to the outside world matters less in the US.Most enrichment factors, including entertainment and staying atopnews/trend, are much more important in the US than in other countries. In Spain, functionality is core to the technology experience. This audience wants to be entertained, too. Spanish consumer technology users look for factors such as information accessibility and simplification. They also expect to be entertained.Unlike in most other countries, Spain‟s expectations and satisfactionwith technology aspects tend to be closely aligned.13 | 2012 KETCHUM DIGITAL LIVING INDEX
  14. 14. Other differences by country Germans are more “in love” with technology than some global counterparts. When Germans are asked about overall feelings toward technology most “love” the technology they have come to rely on day to day. Conversely, on the global level most just “like” technology. Connecting with people is less important toGermans than the rest of the world (28% Germany vs. 34% global). People in the UK generally like consumer technology products but are not in love with them, they are less inclined than other markets to “love” mobile or home entertainment products. TV/video and tablets/computers are the most belovedconsumer technology products. The least loved consumer technology ishome appliances and gaming units. Brits are more likely that otherconsumers to love TV/videos and less inclined to love home appliances.14 | 2012 KETCHUM DIGITAL LIVING INDEX
  15. 15. Finding No. 3Digital likesoutnumber loves
  16. 16. Opportunities to turn likes to loves• Globally, about four of ten survey respondents (43 percent) love their mobile or home entertainment products; more (53 percent ) just like them• Higher levels of affinity for that than for household technologies• Men more likely than women to love mobile or home entertainment products (47 percent vs. 39 percent)• Survey respondents from Germany most likely to love their mobile or home entertainment products (55 percent). France the least in love (28 percent)16 | 2012 KETCHUM DIGITAL LIVING INDEX
  17. 17. Tablets/computers get most love100% 90% 80% 70% 60% 50% 42% 38% 40% 35% 30% 26% 21% 20% 10% 0% Tablets/Computers TV/Video Smartphones Home appliances Gaming17 | 2012 KETCHUM DIGITAL LIVING INDEX
  18. 18. Finding No. 4There are four kindsof Digital Livingnatives
  19. 19. Digital Living Enthusiasts• Largest group in study population• Love of personal technology is 10-15 points above the average, regardless of category• Place more importance on personal values (such as “the brand shares my values” and “signals who I am”)• Much more likely to rate attributes as “very important” than the other segments• Hard to please, with an average gap of 14 points between an attribute‟s importance and their satisfaction with it• More willing to sacrifice simplification in order to have a product give them what they want• 49 percent male; 51 percent female• Highest percentage in China (29 percent); smallest in France (9 percent)19 | 2012 KETCHUM DIGITAL LIVING INDEX
  20. 20. Digital Living Infomaniacs• Feel only average amount of “love” for consumer technology• Getting information they want, when they want it, is above average in being rated very important; spans a number of product categories• Technology‟s role in discovering new information and experiences is vastly more important to this group than to Pragmatists and Disconnects (29 percent vs. 16 percent and 3 percent, respectively)• Simplification very important; dissatisfaction gap large (25 points)• Attach little importance to personal values; less than 5 percent rated technology‟s ability to help them be better friend, partner or parent as very important• 45 percent male; 55 percent female• Highest percentage in France (23 percent); smallest in China (6 percent)20 | 2012 KETCHUM DIGITAL LIVING INDEX
  21. 21. Digital Living Pragmatists• Value technology as a helper• Love technology slightly less than the average• Ease of use more important to this group than any other.• Pragmatists appreciate and value how technology can help them live a more enriched life – they are above average in valuing technology‟s ability to help them be a better friend, parent, partner, to manage their health and wellness, and to help them find time• Overall, personal technology is doing a good job of meeting Pragmatists‟ expectations• 46 percent male; 54 percent female• Highest percentage in Germany (21 percent); smallest in Spain (14 percent)21 | 2012 KETCHUM DIGITAL LIVING INDEX
  22. 22. Digital Living Disconnects• Feel far less positively than other segments (20 percent say they love mobile and home entertainment technology vs. an overall global average of 43 percent)• Importance of all aspects of technology is much lower than the average, ranging from 0 percent to 38 percent for Disconnects, while the average ranges from 11 percent to 54 percent• Technology isn‟t about making them a better person or allowing them to customize or be creative – „easy to use‟ is the top-rated attribute, with 38 percent rating it very important.• 29 percentage point gap between importance and satisfaction for “ease of use” and a 13-point gap for “helps simplify life”• 51 percent male; 49 percent female• Highest percentage in France (26 percent); smallest in China (6 percent)22 | 2012 KETCHUM DIGITAL LIVING INDEX
  23. 23. Men and women distributed similarly Men Women Disconnect Disconnect , 17 , 14 Enthusiast, Enthusiast, 38 36 Pragmatist,Pragmatist, 23 22 Infomaniac Infomaniac, , 24 26 23 | 2012 KETCHUM DIGITAL LIVING INDEX
  24. 24. Implications24 | 2012 KETCHUM DIGITAL LIVING INDEX
  25. 25. Five suggestions to help drive technology adoption1. 1. Focus on the experience, not just the object. Technology manufacturers can communicate more meaningfully with consumers and break through the mental clutter consumers perceive when they think about today‟s wall of technology by talking about the human experience, not just the object.2. 2. Take a page from consumer packaged goods companies. Successful companies in that sector have become very creative in order to sell themselves. Technology brands, on the other hand, tend to emphasize the comparison of one micro-innovation to another. 3. Don’t ignore the elephant in the room – simplification.3. Communicating the „what‟ – getting easily to the desired end- experience – instead of only the features-focused „how‟ – will forge a stronger emotional connection and brand loyalty. 25 | 2012 KETCHUM DIGITAL LIVING INDEX
  26. 26. Five suggestions to help drive technology adoption4. Understand the cultural DNA. Make the effort to understand the prevailing cultural framework for the target audiences and then develop culturally relevant communications5. Segment by experiences. Segmenting by the values of human experience (for example, Digital Living natives) and layering in cultural frameworks enables more relevant and compelling communications and creative programming.26 | 2012 KETCHUM DIGITAL LIVING INDEX
  27. 27. About Ketchum Digital LivingAs part of the Global Technology Practice, Ketchum‟s Digital Contact:Living (www.ketchum.com/digital-living) capabilities addressthe increasingly pervasive role that personal technology Esty Pujadasplays in our everyday lives, and the way it‟s changing how Partner, Directorwe communicate, interact and organize ourselves. Ketchum Global TechnologyCombining proprietary research, measurement tools and Practiceexpertise, Ketchum works with some of the industry‟s bestknown brands to help them reach and motivate their target esty.pujadas@ketchum.comaudiences.KetchumKetchum is a leading global communications firm withoperations in more than 70 countries across six continents.Named 2012 Agency of the Year (PRWeek) and the winnerof an unprecedented three consecutive PRWeek Campaignof the Year Awards, Ketchum partners with clients to deliverstrategic programming, game-changing creative andmeasurable results that build brands and reputations.27 | 2012 KETCHUM DIGITAL LIVING INDEX

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