Attitudes toward Technology and the Digital World - US - November 2017

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Overview
Figure 1: Internet use (2004-17) and mobile devices used to connect to the internet (2008-17)
The issues
Consumers need some convincing
Figure 2: Attitudes toward new devices, September 2017
Distrust for artificial intelligence
Figure 3: Trust in artificial intelligence, September 2017
Reliance begets intermittent disconnection
Figure 4: Dependence on technology, September 2017
Security tops concerns
Figure 5: Issues with technology, September 2017
The opportunities
Access anything anywhere anytime
Figure 6: Devices used to connect to the internet, 2008-17
Positive feelings outweigh negative ones
Figure 7: Feelings toward emerging technology, September 2017
Usefulness should come with experience
Figure 8: Correspondence analysis – Perceptions of innovations, September 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Increasing access leads to more familiarity
Generations shape perceptions of technology
Consumers adapt to constantly changing tech landscape
MARKET FACTORS 
Connection a factor of everyday life
Figure 9: Weekly internet use at home and work, 2008-17
Mobile access easier than ever
Figure 10: Devices used to connect to the internet, 2008-17
Mobile device ownership growing among teens
Figure 11: Teen mobile device ownership, by age, 2013-17
Growing up with constant innovation
Figure 12: Launch dates of influential tech companies and products, 1994-2011
Daily social media usage consistently high
Figure 13: Daily social media usage, by site, August 2017
MARKET PERSPECTIVE
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 
More of what the people need
Surveillance, security threatening online interactions
WHAT’S POSITIVE?
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?
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 
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 
Curiosity overpowers concern
Figure 14: Feelings toward emerging technology, September 2017
Men more likely to look positively on future tech
Figure 15: Feeling toward emerging technology – Select items, by gender, September 2017
iGens enthusiastic for the most part
Figure 16: Feeling toward emerging technology – Select items, by generation, September 2017
Black, Hispanic consumers see joy in tech
Figure 17: Feeling toward emerging technology – Select items, by race and Hispanic origin, September 2017
BENEFITS OF NEW TECHNOLOGY AND THE DIGITAL WORLD
Education could boost number of early adopters
Figure 18: Attitudes toward innovation, September 2017
Quality more important than quantity
Figure 19: New technology purchase attitudes, April 2016-May 2017
Online personas supplement, not substitute personal interactions
Figure 20: Attitudes toward online connection, September 2017
Younger adults find new tech, online interactions easier
Figure 21: Attitudes toward innovation and connection, by age, September 2017
PERCEPTIONS OF INNOVATIONS
Consumers want control over tech
Figure 22: Correspondence analysis – Perceptions of innovations, September 2017
Sectors of innovations
Services
Artificial intelligence
Transportation
AR and VR
Figure 23: Perceptions of innovations, September 2017
TRUST IN ARTIFICIAL INTELLIGENCE
As complexity increases, trust decreases
Figure 24: Trust in artificial intelligence, September 2017
Key demographics show markets for education
Figure 25: Lack of trust in AI, by key demographics, September 2017
PERSONAL INFORMATION TRUST
Online services lack trust from public
Figure 26: Personal information trust, September 2017
Infrequent tech users most likely to distrust
Figure 27: Lack of personal information trust, by key demographics, September 2017
DEPENDENCE ON TECHNOLOGY
Disconnection important despite dependence
Figure 28: Dependence on technology, September 2017
Men less likely to disconnect – but concerned with dependence
Figure 29: Dependence on technology, by gender, September 2017
Parents fear reliance
Figure 30: Dependence on technology, by parental status, September 2017
ISSUES WITH TECHNOLOGY
Three quarters most worried about security
Figure 31: Issues with technology, September 2017
Women worried about safety, men need availability
Figure 32: Issues with technology – Select items, by gender, September 2017
Age highlights different concerns
Figure 33: Issues with technology, by age, September 2017
PRIVACY AND SECURITY
Security fears drive privacy desires
Figure 34: Attitudes toward privacy and security, September 2017
Consumers claim to crave transparency
Figure 35: Attitudes toward company use of personal information, April 2016-May 2017
Young men less fearful of cyber attacks
Figure 36: Attitudes toward privacy and security, by age and gender, September 2017
CONSUMER SEGMENTATION
Factors
Figure 37: Consumer segmentation, September 2017
Digital Daredevils (28%)
Demographics
Characteristics
Opportunities
Figure 38: Consumer segmentation – Digital Daredevils, by demographics, September 2017
Reliant Recluses (26%)
Demographics
Characteristics
Opportunities
Figure 39: Consumer segmentation – Reliant Recluses, by demographics, September 2017
Aged Avoiders (25%)
Demographics
Characteristics
Opportunities
Figure 40: Consumer segmentation – Aged Avoiders, by demographics, September 2017
Carefree Connectors (21%)
Demographics
Characteristics
Opportunities
Figure 41: Consumer segmentation – Carefree Connectors, by demographics, September 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – CORRESPONDENCE ANALYSIS 
Methodology
Figure 42: Perceptions of innovations, September 2017
APPENDIX – THE CONSUMER
Figure 43: Teen attitudes toward technology and the digital world, May 2012-17
Figure 44: Attitudes toward social media, April 2016-May 2017