Customers of the Future 2001Jane Peck and John MurphyJune 2001

Customers of the Future 2000 Identify and understand the hot and emerging

issues confronting today’s youth. Identify and exchange ideas on how the needs

of young people are being met by technology.

Customers of the Future 2000

Discovered aspects such as ; security and trust of supplier communication and feedback reliable delivery local versus international sites strength of branding navigation and usability issues

Using a series of panels of respondents in both Melbourne and Sydney, studied young people and their attitudes towards the Internet and in particular studied them purchasing over the Internet.

Customers of the Future 2001 STAGE 1 BENCHMARKING YOUTH AND TECHNOLOGY THE ROLE OF ICT’S

(Information and Communication Technology)

Objectives of the Study

Stage 1 To gain an understanding of how ICT’s fit into

the lives of today’s youth (16 to 22year olds) . What changes have they brought about in the

lives of today’s youth? How do they use them? What are their attitudes towards and

perceptions of Information and Communication technologies?

Objectives of the Study

Stage 2 Using innovative data collection techniques

and research methodology introduced by The University of Melbourne people try to discover

“What might be”

Methodology

Stage 1Respondents 4 panels 2 in Melbourne 16 – 18 yr males and females

19 – 22 yr males and females 2 in Sydney 16 – 22 yr males

16 – 22 yr females

Methodology

Stage 1Methodology Focus Groups What does technology mean to you? Questionnaires Usage patterns and preferences Diaries Daily use Scrapbooks The role of technology in your life Observations Ethnography - snapshots of daily

use of technology Focus Groups Confirmation of findings

Using the principle of triangulation – whereby each of the qualitative methods used are able to support the others findings making the study results much more rigorous than simply using focus groups which are not statistically valid.

Established so Far

ICTs = MOBILE PHONES, COMPUTERS – E-MAIL AND THE INTERNET

“This is our stuff” we’ve grown up with it and feel comfortable with it, not like our parents generation.

Computers are simply a tool used for education or to access the Internet.

Love the convenience - concerned about the dependence.

The Internet is for: E-mail Searching Music downloads Chat – with friends

Established so Far

Mobile Phones are a lifeline to our way of life Convenience Social contact Organisation Personal identity Work contact

They have changed the way youth live their lives Freedom Control Laziness Overcome boredom

Established so Far

There are negatives Cost Health concerns Network frustrations

Next Steps

1. Give the kids in the panels an Internet enabled phone to use for 1 month. The phones are being donated by Kyocera, a new company trying to establish themselves on the Australian market.We will cover questions of particular interest to them, in the use of the phones.The airtime is being given by Telstra, introduced to us by Kyocera and very interested in the results of our study – without any intrusion.

2. Focus GroupsHand out the phonesRecord the initial discovery process using verbal protocol methodsRecord the initial expectations

Next Steps

3. Observations ethnography methodology

4. Diaries use their itemised phone bills to study outgoing use.

5. Expert Panel – brainstorming session

6. Scenario Development work using kids and conducted by University of Melbourne people

What’s in it for us?

Following each stage of the study we will be producing press reports, and academic papers that will be made available to the public and particularly any of our current or potential clients.

Especially with the association of The University of Melbourne adding kudos and recognition to the program, the findings will be a useful promotional tool for Cambridge.