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
14 Content Security