Research
Research
According to a global study into the digital DNA, behaviour and expectations of today’ s teenagers( aged 15-18 years old) from customer experience solutions provider Amdocs, a fragile relationship exists between communications service providers( CSPs) and teens. It also looks at the role digital technology will play in the lives of a generation who see their future as digital beings as much as human beings.
According to the study, only 12 % of teenagers feel service providers understand their lifestyle and offer services to match it. 30 % report experiencing bad customer service from their CSP over the past year, and 46 % say they will not use that CSP again. A third of respondents then shared this information with families and friends.
The study was conducted by Vanson Bourne, a technology market researcher provider, and advised by leading generational expert and sociologist Dr. Paul Redmond.
Additional key findings unveil teens’ unique digital DNA and what services they want:
• Digital is the lens through which teens view themselves and others: 43 % believe their smartphone makes them smarter and“ cooler”; 52 % check their social media accounts first thing in the morning; over 30 % say they would probably not meet someone again if they lacked a Facebook or WhatsApp account.
• Emojis are worth a thousand words: Almost half of respondents say they prefer using emojis( 47 %) and posting photos( 45 %) to sending emails as emojis express how they feel more clearly than words.
• Internet connectivity is teens’ most vital sixth sense: Teens require constant Internet connectivity, with respondents saying they are more likely to feel anxious and alone if separated from the Internet( 56 %) than when separated from their family( 52 %). The value of Internet access is
so significant that the majority( 55 %) strongly believe fast Internet access to be a human right.
• Free content streaming is a way of life: A majority stream movies( 53 % streaming; 17 % downloading), TV( 51 % versus 11 %) and music( 47 % versus
29 %); and they are typically doing so for free with less than a third saying they ever pay for any content.
• Teens perceive content and app providers as“ service providers” and love them more: Although 82 % know who their service provider is, they perceive OTT players and Internet giants, including Google( 51 %), Facebook( 38 %), WhatsApp( 42 %) and Apple( 38 %) as CSPs, when they are not. However, when asked which companies they love, teens rank Google first at 60 %( Facebook: 48 %; WhatsApp: 42 %) while only 36 % said they loved their CSP.
• Teens want technology to allow them to design their own experiences: 54 % want interactive services that offer design options they can play with; 59 % expect to be offered 3D printing technology to create their tech accessories and 55 % expect to be able to visit new countries using virtual reality. Teenagers’ connection to technology is so strong that 66 % say they would want to be Bill Gates when they grow up, more than a YouTube star( 50 %) or a pop star( 38 %).
• Teens expect future technology to allow them to become digital beings as much as human beings: 78 % would like to have an Internetconnected device embedded in their arm, with 38 % seeing it replacing their smartphone; 66 % believe many jobs
This is a‘ free content’ generation who love streaming and have no need for ownership.
will be taken by robots, 24 % even believe a robot will become their best friend.“ It’ s fascinating how‘ digital’ is defining how teens are viewing both themselves and others, how they express themselves, how they learn,” said Dr. Redmond.
“ They require constant access and connectivity, and consume content differently than older generations. This is a‘ free content’ generation who love streaming and have no need for ownership, calling upon service providers to look into new business models that can improve teen affinity to their brands.”
“ It’ s striking that half of teens today already have a firm opinion as to which service provider they will not use once they have to start paying their own bills,” said Chris Williams, head of global marketing for Amdocs.“ But we cannot disregard the immediate teen impact on a service provider’ s business and brand perception given their influence on paying parents and wide reaching audiences through their prolific use of social media. With digital so integral to teen life the need to transition to a digital service provider is immediate. Service providers must act now to establish and build teen affinity, adopting a multi-channel engagement strategy and exploring new monetisation models to address the demand for free content. Whether or not service providers will succeed in this will determine their ability to remain central and relevant in future societies and economies.”
Published by Advanced Television, Vox Studios, London SE11 5JH
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