euro rscg prosumer report this digital life ppt

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Spring 2012

2

n=7,213

Extensive online survey created by Euro RSCG and

fielded by Market Probe International

Modern Life 2012

3

In the past, the future represented

our hopes and dreams…

4

…and technology was synonymous

with progress

Modern civilization depends on

science…Science is the pursuit above all which impresses us with the capacity of man for

intellectual and moral progress and awakens the

human intellect to aspiration for a higher

condition of humanity.

—Joseph Henry, U.S. Physicist,1873

5

But today the idea of progress doesn’t

make us dream anymore…

6 in 10 global respondents believe

society is moving in the wrong direction

64% think we have

grown physically lazy

59% think we have

become intellectually lazy

6

69% worry about our loss of connection

to the natural world

52% worry that globalization is

homogenizing the world, wiping it

clean of its unique cultures

7

…and the future is associated with

anxiety and fear

76

68

76

70 78

73

I worry about the lack of sustainable forms of energy I’m concerned about the

world’s shortage/lack of clean water

I’m concerned about the growing gap between

the rich and poor % Prosumers

% Mainstream

8

Technology has never been so vital…

I find it hard to be without my phone/mobile device

Being online improves my

social life

Being online is one of the few ways I have to express myself freely

55

42

55

37

52

41

% Prosumers

% Mainstream

9

67% of Prosumers and 53% of the

mainstream depend on social networking to

help them with their shopping

10

…but our relationship with technology has changed

11

58

47

10

7

34

44

It will make life better

It will make life worse

It’s too soon to tell

All in all, will digital technology make

life on planet Earth better or worse?

% Prosumers

% Mainstream

12

3 tensions are driving an evolution in the

human-technology relationship:

Share information and be visible

Protect one’s personal privacy and reconnect with real life

13





Benefit from all the modern conveniences in our daily lives

Slow down and reconnect to a more natural life

14





Benefit from all the modern conveniences in our daily lives

Slow the pace and reconnect to a more natural life

Explain the world through math and science

Retain a world of faith and

mystery

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1. PRIVATE AND PUBLIC LIVES/ INTIMACY IS A MIRAGE

2. MACHINE AND ORGANISM/ HYBRID IS OUR NEW NATURE

3. RATIONALITY AND MYSTERY/ IS HIGH-TECH A NEW RELIGION?

Technology blurs the lines between:

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PRIVATE AND PUBLIC

LIVES/

INTIMACY IS A MIRAGE

17

The Internet has reversed the paradigm of

communication

Offline

Private by default. Public through effort.

Online

Public by default. Private through effort.

18

Transparency is overtaking anonymity

online

Image credit: Namesake.com

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We are complicit in social media’s

confiscation of our personal

narratives…

Facebook terms

of use deny users

any property

rights over their

personal

information

94% of U.S.

consumers

consider online

privacy important,

but only 37%

consistently take

steps to protect it (2011 Harris Interactive Survey)

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…and yet many of us are finding it difficult to

adapt to the new privacy paradigm

54 55 57 57 62 71

39 30 21 35 26 17

51 44 38

I worry that technology is robbing

us of our privacy

People share too much about

their personal thoughts and

experiences online; we need to

go back to being more private

I have regretted posting personal

information about myself online

I have regretted posting personal

information about a friend or

family member online

I worry that friends or family will share personal information online

about me that I don’t want to be shared

% age 1834

% age 3554

% age 55+

21

Widespread worry that young people are unable to

judge what is appropriate to share

I worry about the impact digital technology and social media are having on young people

Young people today have no sense of personal privacy; they’re willing to post anything and everything about their lives online

22

“Right to be

forgotten”

law exists

only in

Europe and

is difficult to

enforce

Millennials are learning the hard way that the

Internet never forgets

Image credit: hyerstandard.com

23

Social media intrudes on our private lives…

33% of Americans and 40% of millennials know someone whose offline

romantic relationship ended because of things they’d done online (Euro RSCG Digital Love 2012 study)

Image credit: smartrelationshipadvice.com

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…it fuels jealousy and envy…

34% of millennials say social networking

makes them less satisfied with their own lives—

and envious of the lives they see others leading

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…and it disrupts the public

and political spheres

74% worry about society’s

loss of civility/politeness

63% of Prosumers and 57%

of mainstream worry we’re

losing the ability to engage in

civil debate and consider other points of view

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72% worry about

rise of extremism

(political, religious)

64% are concerned

about modern society’s

lack of trust and the rise

of paranoia and

conspiracy theories

Social media has the power to

inflame passions and spread fear

27

Our digital lifestyles may even be causing

us to lose our human interconnectedness

68

I worry that digital communications are weakening human-to-human bonds

I worry about society’s lack of community/interconnectedness

I worry about society’s loss of

face-to-face interaction

63

69

63

56

53

29

MACHINE AND

ORGANISM/

HYBRID IS OUR NEW

NATURE We shape our tools

and thereafter our

tools shape us.

Marshall McLuhan

Image credit: screenrant.com

30

Technology has brought phenomenal levels

of convenience and access

31

Multitasking has become

our new way of life

Young people are packing in

equivalent of nearly 11 hours of

content a day by frequently

multitasking (2010 Kaiser Family Foundation Study)

32

We’re addicted to our

digital tools 59

62

51 49 48 46

32 35

56 51

A B C D E

A: I am concerned about society’s addiction

to/overreliance on technology

B: I worry that digital technology/multitasking is

impairing our ability to think deeply and focus on

one task at a time

C: Being online distracts me too often

D: Being online interferes with my family life

E: I enjoy deliberately taking breaks from my

phone/mobile devices

% Prosumers

% Mainstream

33

Is there an “off” button?

I’m concerned about

society’s fast pace/being

always on the go

I spend too much time working

and rushing about and not

enough time enjoying my life


information overload


technology overload

34

Adding to the angst, we’re increasingly at the mercy of

algorithms for info and perspectives

35

Computer algorithms anticipate our tastes and

inclinations—and make our experiences unique…

36

What happens to a society and to local

communities when each member consumes

a wholly customized diet of news,

information, entertainment, art, and music?

Can shared values and visions remain in

the absence of shared experiences?

Leading us to ask…

37

RATIONALITY AND

MYSTICISM/

IS HIGH-TECH A NEW

RELIGION?

38

The term Google is searched for more than

God, Jesus, Allah, Buddha, Christianity,

Islam, Buddhism, and Judaism combined

Are the leading technology

brands our new gods?

39

Like the gods of many faiths, the Internet

is omnipresent and omniscient

40

The Internet is infinite and immortal

Every two days now we create

as much information as we did

from the dawn of civilization up

until 2003.

Eric Schmidt

41

Prosumers

84%

Being online helps keep me close to far away

family and friends.

Mainstream

61%

90/62 82/58 80/51 75/61 91/73

The Internet helps us build community…

42

A majority of respondents and 78% of Prosumers

intend to use social media more and more to

promote worthy causes (2010 Havas Social Business study)

43

…and holds the power of retribution

and punishment

44

The high-tech world even has its own

prophets and disciples

“Macintosh devotion, based on the

sacralization of the bond between

people and computers, functions as

an implicit religion. Its followers

envision a utopian future in which

humans and technology work

together in harmony. Furthermore, the

Mac enthusiasts adopted from both

Eastern and Western religions a social

form that emphasized personal

spirituality as well as communal

experience. The faith of Mac devotees

is reflected and strengthened by their

efforts in promoting their computer of

choice.”

Pui-Yan Lam

45

KEY TAKEWAYS FOR MARKETERS

46

#1: People are seeking to reestablish boundaries

between private and public, virtual and real

47

Privacy management services will be in

demand

48

There’s a market for social networking sites, like

Pinterest, focused on interests and passions

rather than individuals and popularity

49

#2: We need tips and advice as to how to use

technology properly

50

Software and

applications that

promote better use

of the Internet

51

Opportunities to break free…

52

The Company Store celebrated its 100th

anniversary with a gadget-free family night event

53

#3: Consumers are weary of artificial, disposable

everything

54

63 71 67

52 45 47 41 40 40

50 57 54

I’m concerned about society’s

overconsumption

I think I would be happier if I

owned less stuff

I have wasted lots of money on

things I don’t really need

I’m tired of overconsumption;

I’m looking to scale back and

live more simply

55

A new way forward

% Prosumers

% Mainstream

I feel good about

reducing the amount of waste I create

Making environmentally

friendly choices makes me feel good

Most of us would be

better off if we lived more simply

56

The most valued products offer

deeper satisfactions and meaning

57

Seeking to accumulate experiences, skills, and

knowledge—not just more “stuff”

58

Provenance and tradition add to worth

59

Smart

choices

about which

we can feel

good

60

Seeking brand partners with a sense of purpose

61

#4: People are seeking to create a hybrid

existence that combines the best of old and new

62

digital + natural

Hand Carved Wood Cover for iPad

“Natural Dry Leaves” skin for iPhone

63

modern + traditional

64

high-tech + communal

65

mindful + convenient

66

#5: Hungry for stability and certainty

67

Is personal freedom making us insecure?

64

63

58


loss of formality/casual

everything

53

50

48


loss of religious faith

79

75

67


moral decline

53

51

48


gender merge—men and

women no longer having clear

roles based on gender

68

Adrift without clear rules

I worry that society has

become too shallow,

focusing too much on things

that don’t really matter

60 74 68 65 79 71

48 33 44


society’s loss of trusted

leaders/role models

I sometimes feel as

though I’m wasting my

life

69

Seeking reassurance…

71

…guidance…

72

…structure…

73

…and leadership

74

For more insights from Euro RSCG research—and to download the This

Digital Life white paper—visit www.prosumer-report.com

And follow us on Twitter (@prosumer_report)

http://www.prosumer-report.com/



http://twitter.com/

75

_ 3: Stuck in Customs





_ 10: DeaPeaJay

_ 16: urbanartcorp.eu

_ 19: birgerking

_ 24: kikishua

_ 25: stripeybaz

_ 31: williamhartz

_ 36: lonelysandwich


_ 38: Kazamatsuri (Cult of Mac); myeyesee (magazine)

_ 39: ~Dezz~

_ 40: brionv

_ 41: choconancy1

_ 45: Kenski1970

_ 53: Michael Connell

_ 54: Polycart

_ 57: Thien Gretchen


_ 66: Eric Vandy

Select images courtesy of Creative Commons @flickr.com

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