Understanding Today s Global Digital Citizen

With the global leader in data solutions and technology Understanding Today s Global Digital Citizen Pete Cape, Director, Global Knowledge Nicole Mitchell, Knowledge Specialist 2015 Survey Sampling International 1

The Evolution of Mobile Technology Mobile technology has become essential for life. 1973 2015 2015 Survey Sampling International 2

Rapid Adoption of Mobile Technology By the end of 2015 there will be 2.5 billion mobile phone internet users worldwide Mobile Phone Internet Users 2.23 2.5 Users in the Billions 1.58 1.91 2012 2013 2014 2015 Years Source: http://www.emarketer.com/article/smartphone- Users- Worldwide- Will- Total- 175- Billion- 2014/1010536 2015 Survey Sampling International 3

Rapid Adoption of Mobile Technology 2 Billion of the world s population are expected to become smartphone users by the end of 2015 2.5 Smart Phone Users Users in the Billions 2 1.5 1 0.5 1.13 1.43 1.75 2.03 0 2012 2013 2014 2015 Years Source: http://www.emarketer.com/article/smartphone- Users- Worldwide- Will- Total- 175- Billion- 2014/1010536 2015 Survey Sampling International 4

Mobile Phone Respondents Over Time 16% % of People Choosing to Take Surveys on a Mobile Phone 14% 14% 12% 10% 10% 8% 6% 6% 4% 2% 0% 2013 2014 2015 MOBILE PHONE 2015 Survey Sampling International 5

What is it Like to be a Citizen in the Digital World? 6,173 respondents The Digital Household What does it look like today? What has fallen by the wayside? What will tomorrow bring? The Digital Communicator Communication as Social From Voice to Text Etiquette in a mobile world What s acceptable behavior? What s not acceptable behavior? The Dark Side Creepy Factor How far is too far? 2015 Survey Sampling International 6

The Digital Home 2015 Survey Sampling International 7

Little Difference Between Countries 2015 Survey Sampling International 8

Little Difference Between Countries Gara- phone 2015 Survey Sampling International 9

Subtle Differences Across the Generations Use smartphones Still love CDs Have PCs 2015 Survey Sampling International 10

Boomer Households Now Legacy hardware Are they being left behind? 2015 Survey Sampling International 11

Hardware Being Left Behind Boomer households will look increasingly old fashioned 2015 Survey Sampling International 12

Millennial/Gen X Households Now Modern hardware What is the difference between Gen X and Millennials? 2015 Survey Sampling International 13

Millennial Households Now Future hardware Will Gen X get left behind? 2015 Survey Sampling International 14

The Gap Will Grow Mid 2016 2015 Survey Sampling International 15

In Interesting Directions Mid 2016 2015 Survey Sampling International 16

The Digital Home We are all connected But just in different ways For Digital Natives there is no learning curve (yet) The Internet of Things changes our lives And the way we think about the inter- relatedness of stuff 2015 Survey Sampling International 17

The Digital Communicator SOURCE: GOOGLE IMAGES 2015 Survey Sampling International 18

What Is She Doing? SOURCE: GOOGLE IMAGES 2015 Survey Sampling International 19

What Is She Doing? a: Dialling a phone number? b: Texting? c: Uploading a selfie to Instagram? d: Turning up the home heating? SOURCE: GOOGLE IMAGES 2015 Survey Sampling International 20

If You Said a: Dialling a phone number? 2015 Survey Sampling International 21

If You Said a: Dialling a phone number? You are probably a Boomer 2015 Survey Sampling International 22

If You Said a: Dialling a phone number? You are probably a Boomer And you know how to work this 2015 Survey Sampling International 23

If You Said b: Texting? 2015 Survey Sampling International 24

If You Said b: Texting? You are probably a Gen X 2015 Survey Sampling International 25

If You Said b: Texting? You are probably a Gen X And you can read this (and write it too) 2015 Survey Sampling International 26

If You Said c: Uploading a selfie to Instagram? 2015 Survey Sampling International 27

If You Said c: Uploading a selfie to Instagram? You are probably a Millennial 2015 Survey Sampling International 28

If You Said c: Uploading a selfie to Instagram? You are probably a Millennial And you totally get this 2015 Survey Sampling International 29

If You Said d: Turning up the home heating? 2015 Survey Sampling International 30

If You Said d: Turning up the home heating? Then this must be 2025 2015 Survey Sampling International 31

If You Said d: Turning up the home heating? Then this must be 2025 And you probably think this is a radio! 2015 Survey Sampling International 32

Communication is Social Past Month Usage 2015 Survey Sampling International 33

Music is Online 2015 Survey Sampling International 36

The year is 2014, the county is the USA What s the probability that this person is over 50? a: 24%? b: 34%? c: 44%? d: 54%? 2015 Survey Sampling International 37

The year is 2014, the county is the USA What s the probability that this person is over 50? a: 24%? b: 34%? c: 44%? d: 54%? 2015 Survey Sampling International 38

Our Social Life is Social Staying in Touch 80% online, 22% online only 82% online, 24% online only 86% online, 32% online only 2015 Survey Sampling International 39

Our Social Life is Social Staying in Touch 80% online, 22% online only 1/5 82% online, 24% online only 1/4 86% online, 32% online only 1/3 2015 Survey Sampling International 40

Our Social Life is Social Meeting New People 25% online, 4% online only 39% online, 14% online only 49% online, 21% online only 2015 Survey Sampling International 41

Our Social Life is Social Meeting New People 25% online, 4% online only 1/25 39% online, 14% online only 1/7 49% online, 21% online only 1/5 2015 Survey Sampling International 42

Our Social Life is Social Business applications 2015 Survey Sampling International 43

Our Social Life is Social Business applications + + 2015 Survey Sampling International 46

Our Practical Life is Online Grocery Shopping 30% online, 9% online only 37% online, 9% online only 41% online, 13% online only 2015 Survey Sampling International 47

Our Practical Life is Online Banking 81% online, 43% online only 87% online, 49% online only 85% online, 50% online only 2015 Survey Sampling International 48

Practical life is Online Business applications 2015 Survey Sampling International 49

Our Leisure Time is Online Watching Live Sports 42% online, 20% online only 50% online, 20% online only 58% online, 27% online only 2015 Survey Sampling International 53

Digital Communicator Communication is increasingly digital One- to- One becomes One- to- Many Our mobile phone is increasingly our device of choice Always on Always with us Consumption becomes streamed and chosen, not broadcast Consumed at arms length Major challenges for Commerce to adapt 2015 Survey Sampling International 54

The Digital Advisor SOURCE: GOOGLE IMAGES 2015 Survey Sampling International 55

We Love Our Phones 2015 Survey Sampling International 56

Our Digital Advisor Information Gathering Shortlisting Purchase Rationalising 2015 Survey Sampling International 57

Our Digital Advisor Information Gathering Shortlisting Purchase Rationalising 2015 Survey Sampling International 58

Our Digital Advisor Information Gathering Consultation Shortlisting Who or What? Purchase How? Rationalising 2015 Survey Sampling International 59

Our Digital Advisor Information Gathering Consultation Via the web Using mobile 2015 Survey Sampling International 60

Our Digital Advisor Information Gathering Shortlisting Consultation Via the web Using mobile 2015 Survey Sampling International 61

Our Digital Advisor Information Gathering Shortlisting Consultation Via the web Purchase Using mobile 2015 Survey Sampling International 62

Our Digital Advisor Information Gathering Shortlisting Consultation Via the web Purchase Using mobile Rationalising 2015 Survey Sampling International 63

Our Digital Advisor Business application 2015 Survey Sampling International 64

The Digital Communicator Increasingly, everything is done remotely From social to practical to leisure Communication is digital Only the channels change Huge challenges and possibilities for marketers Broadcast to Personalcast Scheduled to In The Moment 2015 Survey Sampling International 65

Etiquette in a Mobile World 2015 Survey Sampling International 66

Mobile Phone Etiquette Around the Globe Talking on a mobile phone Using a mobile phone for reading or texting At home at the dinner table While in a restaurant On public transportation In a theater watching a movie While watching TV While using the toilet In a work meeting At a store checkout While visiting a store In bed 2015 Survey Sampling International 67

At Home at the Dinner Table Country Differences Unacceptable to talk on a mobile 60% 50% 46% 57% 50% 50% 49% 40% 30% 29% 36% 20% 10% 0% Total USA UK Australia Germany France Japan Unacceptable to use a mobile phone for reading or texting 60% 50% 40% 30% 20% 10% 0% 55% 56% 50% 44% 42% 35% 28% Total USA UK Australia Germany France Japan 2015 Survey Sampling International 68

At Home at the Dinner Table Generational Differences Unacceptable to talk on a mobile phone Unacceptable to use a mobile phone for reading or texting Baby Boomers 62% Baby Boomers 54% Generation X 54% Generation X 43% Millennials 47% Millennials 35% 0% 10% 20% 30% 40% 50% 60% 70% 0% 10% 20% 30% 40% 50% 60% 2015 Survey Sampling International 69

While In A Restaurant Country Differences Unacceptable to talk on a mobile 70% 60% 50% 40% 30% 20% 10% 0% 60% 61% 61% 62% 61% 57% 57% Total USA UK Australia Germany France Japan Unacceptable to use a mobile phone for reading or texting 50% 38% 40% 30% 20% 10% 0% 34% 42% 43% 38% 41% 31% 2015 Survey Sampling International 70

While In A Restaurant Generational Differences Unacceptable to talk on a mobile phone Unacceptable use a mobile phone for reading or texting Baby Boomers 71% Baby Boomers 51% Generation X 58% Generation X 35% Millennials 45% Millennials 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 2015 Survey Sampling International 71

While On Public Transportation Country Differences Unacceptable talk on a mobile phone 80% 70% 60% 50% 40% 30% 20% 10% 0% 79% 40% 35% 29% 31% 32% 34% Total USA UK Australia Germany France Japan Unacceptable to use a mobile phone for reading or texting 35% 30% 25% 20% 15% 10% 5% 0% 17% 12% 13% 15% 15% 15% 33% 2015 Survey Sampling International 72

While On Public Transportation Generational Differences Unacceptable to talk on a mobile phone Unacceptable to use a mobile phone for reading or texting Baby Boomers 44% Baby Boomers 20% Generation X 27% Generation X 8% Millennials 17% Millennials 7% 0% 10% 20% 30% 40% 50% 0% 5% 10% 15% 20% 2015 Survey Sampling International 73

While In A Theater Watching A Movie Country Differences Unacceptable to talk on a mobile phone 100% 88% 88% 88% 87% 86% 87% 92% 80% 60% 40% 20% 0% Unacceptable to use a mobile phone for reading or texting 80% 63% 65% 60% 60% 64% 56% 62% 71% 40% 20% 0% 2015 Survey Sampling International 74

While In A Theater Watching A Movie Generational Differences Unacceptable to talk on a mobile phone Unacceptable to use a mobile phone for reading or texting Baby Boomers 94% Baby Boomers 72% Generation X 87% Generation X 57% Millennials 78% Millennials 48% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% 2015 Survey Sampling International 75

While Watching TV Country Differences Unacceptable to talk on a mobile phone 25% 20% 21% 20% 22% 24% 18% 25% 20% 15% 10% 5% 0% Total USA UK Australia Germany France Japan Unacceptable to use a mobile phone for reading or texting 14% 11% 12% 10% 8% 6% 4% 2% 0% 9% 11% 13% 11% 13% 11% 2015 Survey Sampling International 76

While Watching TV Generational Differences Unacceptable to talk on a mobile phone Unacceptable to use a mobile phone for reading or texting Baby Boomers 27% Baby Boomers 16% Generation X 18% Generation X 9% Millennials 15% Millennials 6% 0% 5% 10% 15% 20% 25% 30% 0% 5% 10% 15% 20% 2015 Survey Sampling International 77

While Using the Toilet Country Differences Unacceptable talk on a mobile phone 50% 40% 30% 39% 38% 43% 48% 40% 27% 37% 20% 10% 0% Unacceptable to use a mobile phone for reading or texting 35% 30% 25% 20% 15% 10% 5% 0% 24% 24% 26% 31% 23% 19% 21% SOURCE: GOOGLE IMAGES 2015 Survey Sampling International 78

While Using the Toilet Generational Differences Unacceptable talk on a mobile phone Unacceptable to use a mobile phone for reading or texting Baby Boomers 43% Baby Boomers 31% Generation X 41% Generation X 24% Millennials 32% Millennials 14% 0% 10% 20% 30% 40% 50% 0% 5% 10% 15% 20% 25% 30% 35% 2015 Survey Sampling International 79

In A Work Meeting Country Differences Unacceptable to talk on a mobile phone 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 81% 84% 84% 82% 84% 80% 73% Total USA UK Australia Germany France Japan Unacceptable to use a mobile phone for reading or texting 70% 60% 50% 40% 30% 20% 10% 0% 69% 70% 68% 70% 69% 68% 69% SOURCE: GOOGLE IMAGES 2015 Survey Sampling International 80

In A Work Meeting Generational Differences Unacceptable to talk on a mobile phone Unacceptable to use a mobile phone for reading or texting Baby Boomers 88% Baby Boomers 79% Generation X 81% Generation X 64% Millennials 77% Millennials 58% 0% 20% 40% 60% 80% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 2015 Survey Sampling International 81

At A Store Checkout Country Differences Unacceptable to talk on a mobile phone 70% 60% 50% 40% 30% 20% 10% 0% 62% 57% 64% 67% 63% 58% 63% Unacceptable to use a mobile phone for reading or texting 60% 48% 50% 43% 49% 52% 48% 47% 50% 40% 30% 20% 10% 0% 2015 Survey Sampling International 82

While Visiting A Store Country Differences Unacceptable to talk on a mobile phone 45% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 30% 21% 29% 31% 39% 18% Unacceptable to use a mobile phone for reading or texting 30% 25% 20% 15% 10% 5% 0% 21% 17% 22% 22% 26% 14% 25% 2015 Survey Sampling International 83

While Visiting A Store Generational Differences Unacceptable to talk on a mobile phone Unacceptable to use a mobile phone for reading or texting Baby Boomers 39% Baby Boomers 29% Generation X 23% Generation X 14% Millennials 13% Millennials 8% 0% 5% 10% 15% 20% 25% 30% 35% 40% 0% 5% 10% 15% 20% 25% 30% 2015 Survey Sampling International 84

In Bed Country Differences Unacceptable to talk on a mobile phone 30% 26% 27% 25% 20% 15% 20% 15% 17% 19% 18% 10% 5% 0% Unacceptable to use a mobile phone for reading or texting 20% 20% 15% 14% 11% 11% 13% 16% 14% 10% 5% 0% 2015 Survey Sampling International 85

In Bed Generational Differences Unacceptable to talk on a mobile phone Unacceptable to use a mobile phone for reading or texting Baby Boomers 29% Baby Boomers 21% Generation X 20% Generation X 12% Millennials 11% Millennials 7% 0% 5% 10% 15% 20% 25% 30% 0% 5% 10% 15% 20% 25% 2015 Survey Sampling International 86

Mobile Phone Etiquette Around the Globe Talking on a mobile phone ü On public transportation ü While watching TV ü While visiting a store ü In bed Using a mobile phone for reading or texting ü While in a restaurant ü On public transportation ü While watching TV ü While using the toilet ü While visiting a store ü In bed X X X X X X At home at the dinner table While in a restaurant In a theater watching a movie While using the toilet In a work meeting At a store checkout X X X X At home at the dinner table In a theater watching a movie In a work meeting At a store checkout 2015 Survey Sampling International 87

Mobile Phone Etiquette Around the Globe Talking on a mobile phone ü On public transportation ü While watching TV ü While visiting a store ü In bed Using a mobile phone for reading or texting ü While in a restaurant ü On public transportation ü While watching TV ü While using the toilet ü While visiting a store ü In bed #1 X X X X X X At home at the dinner table While in a restaurant In a theater watching a movie While using the toilet In a work meeting At a store checkout X X X X At home at the dinner table In a theater watching a movie In a work meeting At a store checkout 2015 Survey Sampling International 88

Mobile Phone Etiquette Around the Globe Talking on a mobile phone ü On public transportation ü While watching TV ü While visiting a store ü In bed Using a mobile phone for reading or texting ü While in a restaurant ü On public transportation ü While watching TV ü While using the toilet ü While visiting a store ü In bed #1 #2 X X X X X X At home at the dinner table While in a restaurant In a theater watching a movie While using the toilet In a work meeting At a store checkout X X X X At home at the dinner table In a theater watching a movie In a work meeting At a store checkout 2015 Survey Sampling International 89

The Dark Side SOURCE: GOOGLE IMAGES 2015 Survey Sampling International 90

The Creepy Factor Crossing the Digital Line Extremely/Very Creepy 60% 50% 50% 55% 45% 56% 51% 45% 50% 40% 30% 20% 10% 0% Total USA UK Australia Germany France Japan Extremely/Very Creepy Baby Boomers 55% Generation X 47% Millennials 46% 0% 10% 20% 30% 40% 50% 60% 2015 Survey Sampling International 91

The Creepy Factor Crossing the Digital Line Very/Extremely Creepy 70% 60% 63% 67% 59% 69% 58% 57% 66% 50% 40% 30% 20% 10% 0% Total USA UK Australia Germany France Japan Extremely/Very Creepy Baby Boomers 65% Generation X 61% Millennials 56% 0% 10% 20% 30% 40% 50% 60% 70% 2015 Survey Sampling International 92

The Creepy Factor Crossing the Digital Line Extremely/Very Creepy 70% 60% 50% 49% 51% 41% 54% 41% 42% 65% 40% 30% 20% 10% 0% Total USA UK Australia Germany France Japan Extremely/Very Creepy Baby Boomers 51% Generation X 40% Millennials 42% 0% 10% 20% 30% 40% 50% 60% 2015 Survey Sampling International 93

The Creepy Factor Crossing the Digital Line Extremely/Very Creepy 70% 60% 50% 40% 30% 20% 10% 0% 66% 62% 56% 56% 53% 49% 47% Total USA UK Australia Germany France Japan Extremely/Very Creepy Baby Boomers 56% Generation X 49% Millennials 52% 0% 10% 20% 30% 40% 50% 60% 2015 Survey Sampling International 94

The Creepy Factor Crossing the Digital Line Extremely/Very Creepy 70% 60% 61% 62% 58% 67% 58% 57% 63% 50% 40% 30% 20% 10% 0% Total USA UK Australia Germany France Japan Extremely/Very Creepy Baby Boomers 67% Generation X 57% Millennials 53% 0% 10% 20% 30% 40% 50% 60% 70% 2015 Survey Sampling International 95

The Creepy Factor Crossing the Digital Line Extremely/Very Creepy 80% 70% 60% 50% 40% 30% 20% 10% 0% 74% 74% 73% 70% 67% 68% 66% Total USA UK Australia Germany France Japan Extremely/Very Creepy Baby Boomers 75% Generation X 67% Millennials 63% 0% 10% 20% 30% 40% 50% 60% 70% 80% 2015 Survey Sampling International 96

The Creepy Factor Crossing the Digital Line Business analyzing emails Apps having access to photo libraries Business analyzing social media post Passive tracking of websites viewed Facebook facial recognition feature SOURCE: GOOGLE IMAGES Apps having access to location 2015 Survey Sampling International 97

How to Alleviate the Creepy Factor? ü Creating Brand Trust ü Informing the Consumer 2015 Survey Sampling International 98

Summary SOURCE: GOOGLE IMAGES 2015 Survey Sampling International 99

Summary It s generational, not cultural Generations are more different to each other than nation is to nation Gen X and Millennials are closer than Gen X and Boomers When will Gen X fall behind? Millennials are so comfortable with connectedness it has changed the way they live The rest just use technology Commerce has to adapt to the changing world Else fall by the wayside 2015 Survey Sampling International 100

Summary It s generational, not cultural Social mores are changing also More acceptable to treat public spaces as private spaces Will this cause friction? Excite lawmakers? Generations more in line on what s creepy Differences perhaps related to youth not values Corporations need to be careful not to cross the line A connected world can turn against you very quickly 2015 Survey Sampling International 101

Watch This Space Millennials won t be young/cutting edge forever 2015 Survey Sampling International 102

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www.surveysampling.com info@surveysampling.com Pete.Cape@surveysampling.com Nicole.Mitchell@surveysampling.com 2015 Survey Sampling International 106