Spring 2012              1
Modern Life 2012n=7,213          Extensive online survey created by Euro RSCG and                 fielded by Market Probe ...
In the past, the future representedour hopes and dreams…                                      3
…and technology was synonymouswith progressModern civilization depends onscience…Science is the pursuit above all whichimp...
But today the idea of progress doesn’tmake us dream anymore…      6 in 10 global respondents believe     society is moving...
69% worry about our loss of connectionto the natural world        52% worry that globalization is        homogenizing the ...
…and the future is associated withanxiety and fear                                        76                  76          ...
Technology has never been so vital…   I find it hard to be   without my             Being online   Being online is one of ...
…but our relationship with technology has changed                                  9
3 tensions are driving an evolution in thehuman-technology relationship:Share information and be visible     Protect one’s...
Technology blurs the lines between:                    1.   PRIVATE AND PUBLIC LIVES/ INTIMACY IS A MIRAGE                ...
PRIVATE AND PUBLICLIVES/INTIMACY IS A MIRAGE             12
The Internet has reversed the paradigm ofcommunication                      Offline           Private by default. Public t...
Widespread worry that young people are unable tojudge what is appropriate to share                                        ...
Millennials are learning the hard way that the  Internet never forgets                                                   “...
Social media intrudes on our private lives…   33% of Americans and 40% of millennials know someone whose offline   romanti...
Our digital lifestyles may even be causingus to lose our human interconnectedness            53                           ...
18
MACHINE AND                               ORGANISM/                               HYBRID IS OUR NEW                       ...
Technology has brought phenomenal levelsof convenience and access                                    20
Computer algorithms anticipate our tastes andinclinations—and make our experiences unique…                               21
Leading us to ask…      What happens to a society and to local        communities when each member      consumes a wholly ...
RATIONALITY ANDMYSTICISM/IS HIGH-TECH A NEWRELIGION?          23
Are the leading technologybrands our new gods?                 The term Google is searched for more than                 G...
Like the gods of many faiths, the Internetis omnipresent and omniscient                                     25
The Internet is infinite and immortal Every two days now we create as much information as we did from the dawn of civiliza...
The Internet helps us build community…              Prosumers   Being online helps keep   Mainstream                      ...
A majority of respondents and 78% of Prosumersintend to use social media more and more topromote worthy causes (2010 Havas...
…and holds the power of retribution        and punishment                           29
The high-tech world even has its ownprophets and disciples                           “Macintosh devotion, based on the    ...
KEY TAKEWAYS FOR MARKETERS                  31
#1: People are seeking to reestablish boundariesbetween private and public, virtual and real                              ...
Privacy management services will be indemand                                         33
There’s a market for social networking sites, like    Pinterest, focused on interests and passions          rather than in...
#2: We need tips and advice as to how to usetechnology properly                                35
Software andapplications thatpromote better useof the Internet                     36
Opportunities to break free…                               37
#3: Consumers are weary of artificial, disposableeverything                                  38
63          67           71     50           54            57                                 I’m tired of overconsumption...
A new way forward    I feel good about      Making environmentally    Most of us would be  reducing the amount    friendly...
The most valued products offerdeeper satisfactions and meaning                                   41
Smartchoicesabout whichwe can feelgood              42
Smarter Consumers = Smarter Social Funders                                 43
Brands can helpdefine what socialgood really means
Seeking brand partners with a sense of purpose                                  45
#4: People are seeking to create a hybridexistence that combines the best of old and new                                  46
digital + natural     Hand Carved Wood Cover for iPad                                       “Natural Dry Leaves” skin for ...
high-tech + communal                       48
mindful + convenient                       49
#5: Hungry for stability and certainty                                   50
Seeking reassurance…                       51
52
…guidance…             53
…structure…              54
…and leadership                  55
For more insights from Euro RSCG research—and to download the ThisDigital Life white paper—visit www.prosumer-report.comAn...
Select images courtesy of Creative Commons @flickr.com  _ 3: Stuck in Customs        _ 37: Stuck in Customs  _ 4: Stuck in...
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Bms fri 1000 sarita bhatt

  1. 1. Spring 2012 1
  2. 2. Modern Life 2012n=7,213 Extensive online survey created by Euro RSCG and fielded by Market Probe International 2
  3. 3. In the past, the future representedour hopes and dreams… 3
  4. 4. …and technology was synonymouswith progressModern civilization depends onscience…Science is the pursuit above all whichimpresses us with the capacity of man forintellectual and moral progress and awakens thehuman intellect to aspiration for a highercondition of humanity. —Joseph Henry, U.S. Physicist,1873 4
  5. 5. But today the idea of progress doesn’tmake us dream anymore… 6 in 10 global respondents believe society is moving in the wrong direction 64% think we have grown physically lazy 59% think we have become intellectually lazy 5
  6. 6. 69% worry about our loss of connectionto the natural world 52% worry that globalization is homogenizing the world, wiping it clean of its unique cultures 6
  7. 7. …and the future is associated withanxiety and fear 76 76 70 68 78 73I worry about thelack of sustainableforms of energy I’m concerned about the world’s shortage/lack of clean water I’m concerned about the growing gap between the rich and poor % Prosumers % Mainstream 7
  8. 8. Technology has never been so vital… I find it hard to be without my Being online Being online is one of phone/mobile improves my the few ways I have to device social life express myself freely 55 55 52 42 41 37 % Prosumers % Mainstream 8
  9. 9. …but our relationship with technology has changed 9
  10. 10. 3 tensions are driving an evolution in thehuman-technology relationship:Share information and be visible Protect one’s personal privacy and reconnect with real lifeBenefit from all the modern Slow the pace and reconnect to aconveniences in our daily lives more natural lifeExplain the world through math Retain a world of faith andand science mystery 10
  11. 11. Technology blurs the lines between: 1. PRIVATE AND PUBLIC LIVES/ INTIMACY IS A MIRAGE 2. MACHINE AND ORGANISM/ HYBRID IS OUR NEW NATURE 3. RATIONALITY AND MYSTERY/ IS HIGH-TECH A NEW RELIGION? 11
  12. 12. PRIVATE AND PUBLICLIVES/INTIMACY IS A MIRAGE 12
  13. 13. The Internet has reversed the paradigm ofcommunication Offline Private by default. Public through effort. Online Public by default. Private through effort. 13
  14. 14. Widespread worry that young people are unable tojudge what is appropriate to share I worry about the impact digital technology and social media are  having on young peopleYoung people today have no sense of personalprivacy; they’re willing to post anything andeverything about their lives online  14
  15. 15. Millennials are learning the hard way that the Internet never forgets “Right to be forgotten” law exists only in Europe and is difficult to enforceImage credit: hyerstandard.com 15
  16. 16. Social media intrudes on our private lives… 33% of Americans and 40% of millennials know someone whose offline romantic relationship ended because of things they’d done online (Euro RSCG Digital Love 2012 study)Image credit: smartrelationshipadvice.com 16
  17. 17. Our digital lifestyles may even be causingus to lose our human interconnectedness 53 I worry that digital communications are weakening human-to-human bonds 56 63 I worry about society’s lack of community/interconnectedness 69 63 I worry about society’s loss of face-to-face interaction 68 17
  18. 18. 18
  19. 19. MACHINE AND ORGANISM/ HYBRID IS OUR NEW NATURE We shape our tools and thereafter our tools shape us. Marshall McLuhanImage credit: screenrant.com 19
  20. 20. Technology has brought phenomenal levelsof convenience and access 20
  21. 21. Computer algorithms anticipate our tastes andinclinations—and make our experiences unique… 21
  22. 22. Leading us to ask… What happens to a society and to local communities when each member consumes a wholly customized diet of news, information, entertainment, art, and music? Can shared values and visions remain in the absence of shared experiences? 22
  23. 23. RATIONALITY ANDMYSTICISM/IS HIGH-TECH A NEWRELIGION? 23
  24. 24. Are the leading technologybrands our new gods? The term Google is searched for more than God, Jesus, Allah, Buddha, Christianity, Islam, Buddhism, and Judaism combined 24
  25. 25. Like the gods of many faiths, the Internetis omnipresent and omniscient 25
  26. 26. The Internet is infinite and immortal Every two days now we create as much information as we did from the dawn of civilization up until 2003. Eric Schmidt 26
  27. 27. The Internet helps us build community… Prosumers Being online helps keep Mainstream me close to far away 84% family and friends. 61% 90/62 82/58 80/51 75/61 91/73 27
  28. 28. A majority of respondents and 78% of Prosumersintend to use social media more and more topromote worthy causes (2010 Havas Social Business study) 28
  29. 29. …and holds the power of retribution and punishment 29
  30. 30. The high-tech world even has its ownprophets and disciples “Macintosh devotion, based on the sacralization of the bond between people and computers, functions as an implicit religion. Its followers envision a utopian future in which humans and technology work together in harmony. Furthermore, the Mac enthusiasts adopted from both Eastern and Western religions a social form that emphasized personal spirituality as well as communal experience. The faith of Mac devotees is reflected and strengthened by their efforts in promoting their computer of choice.” Pui-Yan Lam 30
  31. 31. KEY TAKEWAYS FOR MARKETERS 31
  32. 32. #1: People are seeking to reestablish boundariesbetween private and public, virtual and real 32
  33. 33. Privacy management services will be indemand 33
  34. 34. There’s a market for social networking sites, like Pinterest, focused on interests and passions rather than individuals and popularity 34
  35. 35. #2: We need tips and advice as to how to usetechnology properly 35
  36. 36. Software andapplications thatpromote better useof the Internet 36
  37. 37. Opportunities to break free… 37
  38. 38. #3: Consumers are weary of artificial, disposableeverything 38
  39. 39. 63 67 71 50 54 57 I’m tired of overconsumption;I’m concerned about society’s I’m looking to scale back and overconsumption live more simply 52 47 45 41 40 40I have wasted lots of money on I think I would be happier if I things I don’t really need owned less stuff 39
  40. 40. A new way forward I feel good about Making environmentally Most of us would be reducing the amount friendly choices makes me better off if we lived of waste I create feel good more simply % Prosumers % Mainstream 40
  41. 41. The most valued products offerdeeper satisfactions and meaning 41
  42. 42. Smartchoicesabout whichwe can feelgood 42
  43. 43. Smarter Consumers = Smarter Social Funders 43
  44. 44. Brands can helpdefine what socialgood really means
  45. 45. Seeking brand partners with a sense of purpose 45
  46. 46. #4: People are seeking to create a hybridexistence that combines the best of old and new 46
  47. 47. digital + natural Hand Carved Wood Cover for iPad “Natural Dry Leaves” skin for iPhone 47
  48. 48. high-tech + communal 48
  49. 49. mindful + convenient 49
  50. 50. #5: Hungry for stability and certainty 50
  51. 51. Seeking reassurance… 51
  52. 52. 52
  53. 53. …guidance… 53
  54. 54. …structure… 54
  55. 55. …and leadership 55
  56. 56. For more insights from Euro RSCG research—and to download the ThisDigital Life white paper—visit www.prosumer-report.comAnd follow us on Twitter (@prosumer_report) 56
  57. 57. Select images courtesy of Creative Commons @flickr.com _ 3: Stuck in Customs _ 37: Stuck in Customs _ 4: Stuck in Customs _ 38: Kazamatsuri (Cult of Mac); myeyesee (magazine) _ 5: Stuck in Customs _ 39: ~Dezz~ _ 6: Stuck in Customs _ 40: brionv _ 9: Stuck in Customs _ 41: choconancy1 _ 10: DeaPeaJay _ 45: Kenski1970 _ 16: urbanartcorp.eu _ 53: Michael Connell _ 19: birgerking _ 54: Polycart _ 24: kikishua _ 57: Thien Gretchen _ 25: stripeybaz _ 61: Stuck in Customs _ 31: williamhartz _ 66: Eric Vandy _ 36: lonelysandwich 57
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