Scanning the Future: User Adoption and Experience

1. Copyright © Environics Research Group 2007
A Presentation by
Michael Adams
President, Environics Group of Companies
for
The Scenario Roundtable on the Future of the Canadian Payments System
STAYIN’ ALIVE:
How Canadian Baby Boomers Will Work, Play, and Find
Meaning in the Second Half of TheirAdult Lives

2. Copyright © Environics Research Group 2007
Bead Currency
Africa, 30,000-
100,000 B.C.
The Evolution of Payments Systems
Roman Coins
211 B.C.-474 A.D.
Paper Currency
China c.600 A.D.
Credit Cards
Diners’ Club, 1950
Debit Cards
First National Bank
(Seattle), 1978
Online Banking
Presidential Savings
Bank, 1995
Mobile Commerce
Coca-Cola
Helsinki, 1997
Financial apps
iPhone, 2007

3. Copyright © Environics Research Group 2007
The Environics Social Values Monitor
• Annual Environics survey
• Started in Canada in 1983
• Sample of 2,600 Canadians age 15 and over
• Battery of 300+ questions that measure 100+ values, motivations
and socio-cultural characteristics
Measuring social values in Canada

4. Copyright © Environics Research Group 2007
1. As soon as I see an opportunity to
try something new, I do it.
2. I like to be immediately informed
of new products and services so
that I can use them.
3. To try new products, new places
for vacation, or new foods, just for
the pleasure of novelty.
Active desire to discover new “modern” products, services and experiences,
and to integrate them into the routine of daily life. People who are strong on
this trend want to experience something new everyday.
Pursuit of Novelty
Examples of Social Values

5. Copyright © Environics Research Group 2007
The tendency to save and accumulate money that is motivated by a
moral rather than an economic impulse.
1. If I put money away, it would mainly
be:
– To buy something I want
– To safeguard my future
2. Which of these two opinions about
money do you hold:
– Money is for saving
– Money is for spending
Saving on Principle
Examples of Social Values

6. Copyright © Environics Research Group 2007
1. We should show respect to people in
positions of authority.
2. The best way to get something from
someone is by putting your foot down.
3. I think that young people should be:
 Taught to obey authority
 Taught to question authority
Rejecting unquestioning respect for and deference to those in positions of
authority. Belief that authority should not be respected for its own sake.
Desire to transcend rigid frameworks or traditional institutions.
Examples of Social Values
Rejection of Authority

7. Copyright © Environics Research Group 2007
1. I am excited by the possibilities
presented by the new
technologies.
Favourable bias toward technology. Tendency to be fascinated with the
possibilities offered by modern technology; to believe that technology is the
best tool for facing today’s world, one that helps us adapt and respond to the
demands of daily life. People who are strong on this trend have great
confidence that science and technology can better their lives.
Enthusiasm for Technology
Examples of Social Values

8. Copyright © Environics Research Group 2007
CONFORMITY ANDEXCLUSION
IDEALS AND INDIVIDUALISM
OUTER-DIRECTED
INNER-DIRECTED
AIMLESSNESS
APOCALYPTIC ANXIETY
TECHNOLOGICAL ANXIETY
AVERSION TO COMPLEXITY IN LIFE
IMPORTANCE OF PRICE
UTILITARIAN CONSUMERISM
NEEDFORESCAPE
CONTROL OF DESTINY
EQUAL RELATIONSHIPWITHYOUTH
IMPORTANCE OF SPONTANEITY IN DAILY LIFE
NEWSOCIAL RESPONSIBILITY
SPIRITUAL QUEST
REJECTION OF AUTHORITY
NEEDFORSTATUS RECOGNITION
OSTENTATIOUS CONSUMPTION
IMPORTANCE OF BRAND
PURSUIT OF INTENSITY AND
EMOTIONAL EXPERIENCES
ADAPTIVE NAVIGATION
CONCERN FORAPPEARANCE
ATTRACTION TO VIOLENCE
NEEDFORAUTONOMY
ETHICAL CONSUMERISM
EQUALITY OF THE SEXES
ENTHUSIASMFORTECHNOLOGY
INTROSPECTION ANDEMPATHY
FLEXIBLE DEFINITION OF FAMILY
FLEXIBILITY OF GENDERIDENTITY
CULTURAL FUSION
FULFILLMENT THROUGHWORK
CONFIDENCE IN BIGBUSINESS
PURSUIT OF NOVELTY
SOCIAL DARWINISM
CYNICISM
DECONSUMPTION
EVERYDAY ETHICS
EMOTIONAL CONNECTIVITY
PURSUIT OF ORIGINALITY
SOCIAL LEARNING
HETERARCHY
The Social Values Map

9. Copyright © Environics Research Group 2007
CONFORMITY ANDEXCLUSION
OUTER-DIRECTED
NEEDFORSTATUS RECOGNITION
OSTENTATIOUS CONSUMPTION
IMPORTANCE OF BRAND
PURSUIT OF INTENSITY AND
EMOTIONAL EXPERIENCES
ADAPTIVE NAVIGATION
CONCERN FORAPPEARANCE
CONFIDENCE IN BIG BUSINESS
PURSUIT OF NOVELTY
Martha Stewart

10. Copyright © Environics Research Group 2007
CONFORMITY ANDEXCLUSION
INNER-DIRECTED
AIMLESSNESS
APOCALYPTIC ANXIETY
TECHNOLOGICAL ANXIETY
AVERSION TO COMPLEXITY IN LIFE
IMPORTANCE OF PRICE
UTILITARIAN CONSUMERISM
ATTRACTION TO VIOLENCE
SOCIAL DARWINISM
CYNICISM
Don Cherry
SAVING ON PRINCIPLE

11. Copyright © Environics Research Group 2007
IDEALS AND INDIVIDUALISM
INNER-DIRECTED
NEEDFORESCAPE
CONTROL OF DESTINY
EQUAL RELATIONSHIPWITHYOUTH
IMPORTANCE OF SPONTANEITY IN DAILY LIFE
NEWSOCIAL RESPONSIBILITY
SPIRITUAL QUEST
REJECTION OF AUTHORITY
FULFILLMENT THROUGHWORK
DECONSUMPTION
EVERYDAY ETHICS
David Suzuki

12. Copyright © Environics Research Group 2007
OUTER-DIRECTED
NEEDFORAUTONOMY
ETHICAL CONSUMERISM
EQUALITY OF THE SEXES
ENTHUSIASMFORTECHNOLOGY
INTROSPECTION ANDEMPATHY
FLEXIBLE DEFINITION OF FAMILY
FLEXIBILITY OF GENDERIDENTITY
CULTURAL FUSION
EMOTIONAL CONNECTIVITY
PURSUIT OF ORIGINALITY
SOCIAL LEARNING
IDEALS AND INDIVIDUALISM
HETERARCHY
BarackObama

13. Copyright © Environics Research Group 2007
Security, Stability and
Exclusion
Experience and Personal
Development
Autonomy and
Well-being
Social Success,
Materialism and Pride
CONFORMITY ANDEXCLUSION
IDEALS ANDINDIVIDUALISM
OUTER-DIRECTED
INNER-DIRECTED
Long-termsocial change Canada
1983-2008
1992 – 30%
2009 – 27%
1992 – 27%
2009 – 24%
1992 – 22%
2009 – 26%
1992 – 22%
2009 – 23%

14. Copyright © Environics Research Group 2007
Security, Stability and
Exclusion
Experience and
Personal Development
Autonomy and
Well-being
Social Success,
Materialismand Pride
CONFORMITY ANDEXCLUSION
IDEALS ANDINDIVIDUALISM
OUTER-DIRECTED
INNER-DIRECTED
• Trust banks and other financial
institutions
• Going to the branch is a social
occasion
• Love shopping/buying things
• Pragmatic enthusiasts of new technology
• Mistrust everyone
• Love cash – fat wallet means wealth
• Collect Canadian Tire money
• Utilitarian consumers, focused on
cheapest price
• Late adopters of technology
• Early adopters
• Embrace technology (facebook)
• Experiment with being cashless
• Instant access to their money
• Savvy consumer who join loyalty
reward programs forbenefits
• Educated and affluent
• Distrustful of financial institutions
• Concerned with privacy and tracking
spending (cookies)
• Social activists (NGOs, public service,
etc.)
The Mental Postures of the Quadrants

15. Copyright © Environics Research Group 2007
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