Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Overview
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- Figure 1: Internet use (2004-17) and mobile devices used to connect to the internet (2008-17)
- The issues
- Consumers need some convincing
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- Figure 2: Attitudes toward new devices, September 2017
- Distrust for artificial intelligence
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- Figure 3: Trust in artificial intelligence, September 2017
- Reliance begets intermittent disconnection
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- Figure 4: Dependence on technology, September 2017
- Security tops concerns
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- Figure 5: Issues with technology, September 2017
- The opportunities
- Access anything anywhere anytime
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- Figure 6: Devices used to connect to the internet, 2008-17
- Positive feelings outweigh negative ones
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- Figure 7: Feelings toward emerging technology, September 2017
- Usefulness should come with experience
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- Figure 8: Correspondence analysis – Perceptions of innovations, September 2017
- What it means
The Market – What You Need to Know
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- Increasing access leads to more familiarity
- Generations shape perceptions of technology
- Consumers adapt to constantly changing tech landscape
Market Factors
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- Connection a factor of everyday life
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- Figure 9: Weekly internet use at home and work, 2008-17
- Mobile access easier than ever
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- Figure 10: Devices used to connect to the internet, 2008-17
- Mobile device ownership growing among teens
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- Figure 11: Teen mobile device ownership, by age, 2013-17
- Growing up with constant innovation
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- Figure 12: Launch dates of influential tech companies and products, 1994-2011
- Daily social media usage consistently high
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- Figure 13: Daily social media usage, by site, August 2017
Market Perspective
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- Tech giants dominate online interactions
- Everything can be automated
- The dawning of AR/VR
- Seamless integration of tech into daily interactions
- Wearable tech showing signs of life
Key Trends – What You Need to Know
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- More of what the people need
- Surveillance, security threatening online interactions
What’s Positive?
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- Improvement justifies replacement
- Updates on new products with short life cycle
- 5G on the horizon
- Revamping consoles for new audiences and existing gamers
- More content providers get streaming services
- Personalization easier than ever
- Opening up AR platforms
What’s Negative?
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- Combating unsettling content on open forums
- Spreading the fake news
- High profile hacks hurt trust
- Surveillance understood but unsettling
- Fear of computers taking over the world
The Consumer – What You Need to Know
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- Overall excitement for what’s next
- Tech needs to be proven
- Perceptions related to familiarity and utility
- Unwillingness to hand over control to AI
- Keeping personal information secure
- Disconnection desired in age of tech dependence
- Security is the most pressing concern
- Privacy concerns driven by security threats
- Consumer segments reveal unique targets
Feelings toward Emerging Technology
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- Curiosity overpowers concern
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- Figure 14: Feelings toward emerging technology, September 2017
- Men more likely to look positively on future tech
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- Figure 15: Feeling toward emerging technology – Select items, by gender, September 2017
- iGens enthusiastic for the most part
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- Figure 16: Feeling toward emerging technology – Select items, by generation, September 2017
- Black, Hispanic consumers see joy in tech
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- Figure 17: Feeling toward emerging technology – Select items, by race and Hispanic origin, September 2017
Benefits of New Technology and the Digital World
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- Education could boost number of early adopters
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- Figure 18: Attitudes toward innovation, September 2017
- Quality more important than quantity
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- Figure 19: New technology purchase attitudes, April 2016-May 2017
- Online personas supplement, not substitute personal interactions
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- Figure 20: Attitudes toward online connection, September 2017
- Younger adults find new tech, online interactions easier
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- Figure 21: Attitudes toward innovation and connection, by age, September 2017
Perceptions of Innovations
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- Consumers want control over tech
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- Figure 22: Correspondence analysis – Perceptions of innovations, September 2017
- Sectors of innovations
- Services
- Artificial intelligence
- Transportation
- AR and VR
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- Figure 23: Perceptions of innovations, September 2017
Trust in Artificial Intelligence
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- As complexity increases, trust decreases
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- Figure 24: Trust in artificial intelligence, September 2017
- Key demographics show markets for education
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- Figure 25: Lack of trust in AI, by key demographics, September 2017
Personal Information Trust
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- Online services lack trust from public
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- Figure 26: Personal information trust, September 2017
- Infrequent tech users most likely to distrust
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- Figure 27: Lack of personal information trust, by key demographics, September 2017
Dependence on Technology
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- Disconnection important despite dependence
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- Figure 28: Dependence on technology, September 2017
- Men less likely to disconnect – but concerned with dependence
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- Figure 29: Dependence on technology, by gender, September 2017
- Parents fear reliance
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- Figure 30: Dependence on technology, by parental status, September 2017
Issues with Technology
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- Three quarters most worried about security
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- Figure 31: Issues with technology, September 2017
- Women worried about safety, men need availability
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- Figure 32: Issues with technology – Select items, by gender, September 2017
- Age highlights different concerns
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- Figure 33: Issues with technology, by age, September 2017
Privacy and Security
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- Security fears drive privacy desires
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- Figure 34: Attitudes toward privacy and security, September 2017
- Consumers claim to crave transparency
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- Figure 35: Attitudes toward company use of personal information, April 2016-May 2017
- Young men less fearful of cyber attacks
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- Figure 36: Attitudes toward privacy and security, by age and gender, September 2017
Consumer Segmentation
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- Factors
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- Figure 37: Consumer segmentation, September 2017
- Digital Daredevils (28%)
- Demographics
- Characteristics
- Opportunities
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- Figure 38: Consumer segmentation – Digital Daredevils, by demographics, September 2017
- Reliant Recluses (26%)
- Demographics
- Characteristics
- Opportunities
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- Figure 39: Consumer segmentation – Reliant Recluses, by demographics, September 2017
- Aged Avoiders (25%)
- Demographics
- Characteristics
- Opportunities
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- Figure 40: Consumer segmentation – Aged Avoiders, by demographics, September 2017
- Carefree Connectors (21%)
- Demographics
- Characteristics
- Opportunities
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- Figure 41: Consumer segmentation – Carefree Connectors, by demographics, September 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Correspondence Analysis
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- Methodology
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- Figure 42: Perceptions of innovations, September 2017
Appendix – The Consumer
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- Figure 43: Teen attitudes toward technology and the digital world, May 2012-17
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- Figure 44: Attitudes toward social media, April 2016-May 2017
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