Ketchum

What People Want Most from Personal Technology

Insights from the 2012 Study

About the Ketchum Digital Living Index

The 2012 Ketchum Digital Living Index views technology adoption through a cultural anthropology lens, looking at the intersection and disconnects between the human experience and peoples expectations and aspirations for consumer technology. The Index is based on online interviews conducted by Ipsos with 6,000 participants in total in the US, UK, France, Germany, Spain and China, as well as online qualitative discussions conducted by Communispace with approximately 400 men, women and young adults in the US

US

UK

CHINA

GERMANY

FRANCE

SPAIN

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Finding No. 1

What people want most is simplification

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 Ketchums Global
Technology Practice

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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 technologys 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 experience

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More important than empowerment or enrichment

Overall, more people value technology that provides simplification over other kinds of experiences and over personal values.

Drivers
60 40 20 0
SIMPLIFICATION
- Easy to use - Helps to simplify your Life

50 40

23

15

EMPOWERMENT
- Lets you access information you want, when you want it - Helps you find time - Helps you connect with people - Customizable to meet your needs - Lets you discover new information/ experiences

ENRICHMENT
- Provides you entertainment - Helps you stay informed about the latest news/ trends - Helps you manage health/ wellness - Helps you be creative - Helps you be a better parent - Helps you be a better spouse/partner - Helps you be a better friend

VALUES - Understands/values you - Shares your values - Signals who you are to the outside world

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Where does simplification matter most?

Simplification is most important in the US and Spanish markets
China Spain Germany France UK US 0
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41 43 54 58
46 48 48 33 55 53 20 40 60 Easy to Use 68 80 54

Makes Life Simpler

What people want to hear from companies simplification is in Top 3 for all products TV/Video
Provides you entertainment Easy to use Information you want, when you want it 56% 55% 35%

Gaming
Provides you entertainment Easy to use Helps you be creative 78% 62% 34%

Smartphones
Home Appliances
Easy to use Helps simplify your life Helps you find time 73% 72% 42% Easy to use Helps simplify your life Information you want, when you want it 53% 36% 36%

Tablets/Computers
Easy to use Information you want, when you want it Provides you entertainment 50% 39% 36%

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?
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Finding No. 2

Location matters

The most striking finding to me as an anthropologist was that culture really matters. I didnt expect that, because the dominant narrative is that technology sells itself. But the data shows this just isnt 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 anthropologist

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Importance of cultural DNA

A dominant narrative in the technology industry is that mobile technology removes barriers of place and time and a users 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 products

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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 Frances heart 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, are key drivers in China. The Chinese are more likely to appreciate brands that share their values and signal who they are to the outside world. China and the US share an appreciation for brands understanding who they are.
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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 atop news/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, Spains expectations and satisfaction with technology aspects tend to be closely aligned.
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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 to Germans 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 beloved consumer technology products. The least loved consumer technology is home appliances and gaming units. Brits are more likely that other consumers to love TV/videos and less inclined to love home appliances.

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Finding No. 3

Digital likes outnumber loves

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)

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Tablets/computers get most love

100% 90%

80%

70%

60%

50%

42%

40%

38%

35% 26% 21%

30%

20%

10%

0%

Tablets/Computers

TV/Video

Smartphones

Home appliances

Gaming

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Finding No. 4

There are four kinds of Digital Living natives

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 attributes 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)

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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 Technologys 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 technologys 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)

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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 technologys 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)

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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 isnt 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)

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Men and women distributed similarly

Men Women

Disconnect , 17
Enthusiast, 38 Pragmatist, 22

Disconnect , 14 Enthusiast, 36 Pragmatist, 23

Infomaniac , 24

Infomaniac, 26

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Implications

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Five suggestions to help drive technology adoption

1.

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 todays wall of technology by talking about the human experience, not just the object. 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. Dont ignore the elephant in the room simplification. Communicating the what getting easily to the desired endexperience instead of only the features-focused how will forge a stronger emotional connection and brand loyalty.

2. 3.

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Five suggestions to help drive technology adoption

4.

Understand the cultural DNA. Make the effort to understand the prevailing cultural framework for the target audiences and then develop culturally relevant communications 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.

5.

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About Ketchum Digital Living

As part of the Global Technology Practice, Ketchums Digital Living (www.ketchum.com/digital-living) capabilities address the increasingly pervasive role that personal technology plays in our everyday lives, and the way its changing how we communicate, interact and organize ourselves. Combining proprietary research, measurement tools and expertise, Ketchum works with some of the industrys best known brands to help them reach and motivate their target audiences. Ketchum Ketchum is a leading global communications firm with operations in more than 70 countries across six continents. Named 2012 Agency of the Year (PRWeek) and the winner of an unprecedented three consecutive PRWeek Campaign of the Year Awards, Ketchum partners with clients to deliver strategic programming, game-changing creative and measurable results that build brands and reputations.
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Contact: Esty Pujadas Partner, Director Ketchum Global Technology Practice esty.pujadas@ketchum.com