Summary Connected You Web v18 2.24 Final

7/29/2019 Summary Connected You Web v18 2.24 Final

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THE TRUTH ABOUT

CONNECTED

YOU


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We all know that connectivity via technology is a tremendously important orce incontemporary culture. In this, our tenth Truth Study, we have explored the notiono connectivity rom some new and provocative angles. Weve broached subjects likewhether mobility impacts undamentals such as our motivations and personalitiesand whether lie lived through a screen gives us a dierent moral compass.

Most importantly, weve provided strategies or consumer brands, device manuacturers

and networks to navigate this brave new world o ubiquitous connectivity.

To nd the Truth About Connected You, McCann Truth Central partnered with McCannsGlobal Telecom Practice. We conducted a 9,000 person online survey, representing the onlinepopulations o nine countries: Brazil, China, Germany, India, Japan, South Arica, Spain,the UK, and the USA. Data or this survey was collected by Harris Interactive on behal oMcCann Truth Central. McCann was responsible or survey design and data analysis.

In addition, we conducted online discussion boards, garnering nearly 20,000 posts romconsumers in 14 countries: The nine above, plus Chile, Egypt, Norway, the Philippines,and Sweden.

Finally, we had hundreds o submissions to a contest asking respondents to illustrateand describe their dream mobile device.

INTRODUCTION


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Keeping the Magic in Mobile

Smashing Stereotypes

Who Are We Really?

Figuring Out Relationships

Teenage Dreaming

Combining all o this research, we uncovered ve themes, which together revealthe truth o how and why we connect with others through our mobile devices.These themes are:


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TEENAGE

DREAMING


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The truth is that weve entered our teenage years when it comes to our mobile lives.Globally, the mean length o time that we have owned any mobile device is 12 years.Some developed markets like the UK are a bit older (13.9 years) and some emergingmarkets like India are younger (8.9 years). Since weve only had up to our early teensto become accustomed to mobiles and gure out how we should behave, its nosurprise that our mobile behaviors are oten raught with inconsistencies.

A WORLD FULL OF MOBILE TEENAGERS


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THE BEST AND WORST OF THE TEENAGE YEARS

Sometimes it seems we exhibit the best parts o teenagers when it comes to our mobilelives. We love to experiment, and the average person has owned 6.4 devices, trying out anew device every 22 months. Were also eeling empowered to do things on our own.58% globally eel that mobile devices have made them more independent in their lives.

On the fip side, we have also entered an age in

which we are susceptible to judgment and peerpressure. 74% globally eel that their mobiledevices help them to t in versus stand out.55% also admit to judging others based on themobile devices that they own. As one Japaneserespondent stated, There is a guy at work, whohas a rabbit as a cover, and I eel that type o

cover is or a student. I worry whether I can do

business with such guy.And we judge not juston devices, but also on behaviors. Said oneperson in the UK, You can tell how importantsomeone wants to eel by how oten they check

their phone.


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The good news or brands is that in this world o connected teenagers, nothing hasbeen set in stone. Relationships are orming but malleable. Brand loyalty and riendshipsare up or grabs. The opportunity or marketers is outsized, as the globes mobileteenagers move into their 20s; mobile ad spend is expected to rise rom $9 billion in2013 to $24 billion in 2017.

Source: MAGNA Global (IPG Mediabrands)


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?

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SO WHAT DOES THIS MEAN FOR BRANDS?

WHAT SORT OF GUIDANCE DO OUR

TEENAGE SELVES NEED?

What brands can do is help us overcome our teenage insecurities. When it comes to beinga teenager, we want to know what others have and how we measure up against them. Ater

all, who wants to be the last in line? To keep us ahead o the competition as trendsetters,brands can show us what we are doing, downloading, and how it compares to other peoplewith similar proles.


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Can we turn getting your rst phoneinto as big a birthday as your 13th?

Should we celebrate a personsmillionth tweet, txt, call?

What about creating new products orsomebody who just had their rst baby?

Perhaps the best parts o growing up are the milestones that make our teenage years and subsequent decades so memorable. Aside rom counteracting our insecurities,brands have the power to create mobile milestones and celebrate them. Can wecommemorate a persons millionth text? Or congratulate someone on buying their rsthouse? How about creating a mobile device or someone who just had a baby or just retired?

Lets create and celebrate mobile milestones


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FIGURING OUT

RELATIONSHIPS


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AN INTENSE BFF RELATIONSHIP WITH OUR PHONES

One o the most important things or a teenager to gure out is her or his relationships withpeople. The same can be said or mobile technology, where or consumers, smartphonestake the place o archetypal characters rom high school, such as the BFF, the boyriend/girlriend, or the lab partner. Given images which represented specic types o relationshipsbetween two people, 30% o global consumers chose an image o two riends to classiytheir relationship with their smartphone. 18% viewed their relationship with their smartphoneas one o tight collaborators, working together to get a job done. Another 18% had a very

intense relationship, mirroring that o two lovers. Said one US consumer o her smartphone,We never part ways or leave each others side or too long.

As mobile consumers grow older, they expect their relationships with their mobile devicesto intensiy with time. 84% believe that in the uture we will be even more connectedthan we are today. The mobile device is at the center o this increased connectivity, somuch so that three-quarters o consumers say that their choice o mobile device is a veryimportant decision.


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MAKING THINGS EASIER

BUT AT WHAT PRICE?

On the surace, this increased connection through devices seems to have had a positiveimpact. Indeed, more than 80% o consumers eel that mobile technology has improvedboth their social and amily lives. Additionally, three-quarters o consumers say thatmobile technology has made their lives simpler.

Globally, over a third o consumers say that their mobile devices distract them rom whatmatters most. Emerging markets like China and India are still the most enthusiastic abouttheir devices, and more than 80% o consumers in these markets eel that their devicesmake them a better person. However, in more built-up markets like the UK, US, and Spain,anywhere between 39% and 47% eel that mobile devices are more o a distraction thansomething that makes them a better person. In Germany, 62% o consumers eel that theirdevices are a distraction.


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YET DISCONNECTION IS NOT AN OPTION

Despite concerns that constant connectivity distracts us rom what matters most, manyconsumers dont see disconnecting as a viable option; 47% believe that their personalconnections would suer i they were to go without their mobile devices, even or a shortperiod o time. Despite their inability to disconnect, consumers understand that it mightbe necessary at some time, as 63% say that the more connected we become,the more we will need to spend time disconnecting.

Talking about an experiment where he had to wait an hour beore responding to messages,a Chinese consumer said, I almost orgot to reply to my texts, which would be really bad!I cant live without my phone. Habits have ormed because o work.

ARE WE CELLULARLY CONFLICTED

ADOLESCENTS?

Furthermore, consumers recognize the eect that mobile technology has had on thequality o their connections, and this has exacerbated discussions about when we shouldput our devices away, or i this is even possible these days. While 72% agree that to beconnected to something or someone these daysrequires technology, 72% also believe that

connections today are weaker than they werein the past. Speaking o a bad experienceon a dinner date, one German consumer said,Its a complete turn-o when my date

likes to chat more and talk less!


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THE MOBILE MORAL COMPASS

Mobile connectivity has ar-reaching eects beyond the relationshipswe have with others. More than hal o mobile technology users eel theyhave diculties knowing right rom wrong on a mobile device, and 57% say they aremore likely to do things o questionable legality on a mobile device than on a computer.

Legal boundaries are not the only concern. Consumers seem to think that they operate in abubble when it comes to the way they use mobile technology. In todays mobile environment,

61% believe that what they do on their mobile device has no eect on people around them andanother 52% agree that its more tempting to be rude to people when using a mobile device.

Despite the shakiness o their mobile moral compass, we asked consumers to select theworst option rom two potential transgressions:

I theres a split in the global mobile moral compass, its denitely an East vs. West divide.Asian markets disagree with the global average, and Chinese, Japanese, and Indianconsumers all think its worse to break up with someone at a crowded party. Similarly,Japanese consumers think its worse to ignore a message than a ace-to-ace conversationalpartner, and they think aking an online identity is a worse tech transgression.

Ignoring texts (27%)

Breaking up with someone

via text (60%)

Pretending to be someone youre

not online (44%)

Not answering a message (37%)

Ignoring calls (73%)

Breaking up with someone

at a crowded party(40%)

Pretending to be someone youre

not over the phone (56%)

Phubbing (Phone snubbing) (63%)

Whats Worse?


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Armed with this understanding o mobile moral pitalls, we have codiedthe Seven Deadly Sins o Mobile.

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THE SEVEN DEADLY SINS OF MOBILE!

Lust Sending or orwarding a sexually explicit text (or sext).More than 1 in 10 say they have received a sext!

Gluttony When your device addiction becomes excessive. 38% o peopleare toilet talkers (they take their devices into the bathroom).

Greed Downloading content illegally.25% o people admitto doing this and 49% admit to it in China.

Sloth Screening calls and avoiding texts.55% have purposely ignored a call.

Wrath Littering your mobile messages with $#^&! wordsand moanities.2 in 10 use curses in their texts.

Envy Judging a man or woman by their home screen.55% judge one another based on their mobile devices.

Pride Living in your own

mobile bubble.44% say theyhave a right to do whatever

they want with their mobile

devices, even i it might

bother someone else.


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COMBATING HYPER-CONNECTIVITY AND THE

EROSION OF QUALITY CONNECTIONS

Yet as we navigate this mobile mineeld o phubs and sins, theres a strong belie that wemobile teenagers are starting to gure out our relationships. Particularly when we look to theuture, we see the possibility o creating priority lanes to connect us with those we lovemost. Were also going to nd new ways to combat tech with tech, using devices to createtimes and spaces ree o overconnection.

We collected hundreds o concepts or dream mobile devices, or devices that consumerseel will be impactul on society in the uture. Two in particular stand out and could provevery eective in combating the erosion o emotional connections and the constant need to

be connected. They are the Circle o Love, which lets you transmit thehumidity and eeling o a kiss to your partner, regardless o distance,

and the iHide, a piece o transportable tech whichblocks out all other tech in a surrounding area.

Brands could take the lead by refecting thesekinds o innovations. Or at a simpler level,they could endeavor to increase not just thequantityo our connections but the qualityo

our relationships. As the below concepts show,theres room or tech to give a power up

to our most important relationships.


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CIRCLE OF LOVE

iHIDE

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WHO ARE

WE REALLY?


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Because brands are already spending more time talking to people in a mobile world,

theres an important question that needs to be answered:

Are we sure we know whos on the other side? Or are we playing a game o

phone- and text-tag with a wrong number and dont know it? To that end,

we wondered i peoples behaviors and motivations, the basic layers o their personality,

are the same on mobile platorms as they are in ace-to-ace communication.


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A MOBILE PERSONALITY

To nd out just how dierent we can be in ace-to-ace versus mobile communication,McCann Truth Central and the McCann Global Telecom Practice created a shortassessment o consumers mobile thoughts and practices. We called this the McCannMobile Personality Proler, and had our 9,000 online consumers complete the assessment.We also had them answer questions about their general personality to compare and contrast.

What we ound was that our mobile personalities can in act be quite dierent rom our

ace-to-ace personalities.

Based on non-mobile questions, we determined that 43% o our global respondents weremore outgoing in their ace-to-ace communication, while the remainder (57%) were morereserved. But as people transition to mobile, a signicant number switch rom reserved tooutgoing. In act, on mobile nearly 2/3 (65%) o consumers were classied as outgoing,and only 35% were reserved.

The biggest shits were seenin China, where 38% o peopleswitched rom reserved inace-to-ace communicationto more outgoing on mobile.South Aricans were also muchmore outgoing on mobile(33% shited). Germany was themost consistent, with only a 7%point shit to more outgoing.


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Most consumers elt that the ltering eect o the screens in mobile communication helpedthem eel more comortable about being talkative and provocative. One consumer in Indiaobserved, Some people sound more proound or unny on their mobiles than in real lie.Perhaps because they have the advantage o time and distance to compose themselves.

O course, while the majority o consumers were more outgoing on mobile, some o liesbiggest extroverts ound themselves retreating into their own mobile world, becoming more

reserved. A Brazilian participant observed this in his own behavior. He said, When I am onthe phone, I get really anti-social, given that I get zoned out on the internet.

Comparing the results o the Mobile Personality Proler to questions about ace-to-acepersonalities, we also ound that theres a noticeable shit in how organized or dynamicpeople become in a mobile context. Taking ull advantage o their mobiles tools andsuering rom constant ringing reminders 8% more consumers identied themselvesas organized in a mobile context, actually shiting the balance away rom a dynamic and

fexible approach to scheduling exhibited in ace-to-ace behaviors.

Chinese consumers were themost likely to switch towardsan organized mobile (42% pointincrease) but UK consumers werelikely to become more dynamic(2% point increase).


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We used the results o the Mobile

Personality Profler to identiydistinct mobile personalities.

Curious to know what your

mobile personality is?

You can access the Personality

Profler via your mobile device

using the QR code below or

you can visit the website

www.McCannTruthProfler.Com

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WHATS YOUR MOBILE PERSONALITY?


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Mobile Matre-D Wireless WarrioriChatty One Tech Pony Silicon Simon

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THE MOBILE PERSONALITY CHARACTERS

The mobile personalities that we discovered vary based on a number o dimensions.The most obvious driver o the dierent personalities is whether they are more outgoingor reserved. Other infuences also play a role, such as how much the personality takesinto account the eelings o others when deciding how to behave, or whether you preerto be a mobile device trendsetter or rely on reviews to get a tried and tested device.

Here are some o our characters, starting with the Ringtone Crowd (outgoing personality types):

This chatty group generally preers to keep a ringtone on so they know when theyrereceiving various messages and they like getting lots o messages. They preer moreemotive means o communication, such as voice and video, to less emotional but astermeans like text.

O course, theres variance within the group. The Mobile Matre-D is hyper-organized, butdoesnt like to upgrade or change devices too oten because he or she hates disruptingroutines. Silicon Simon, on the other hand, is a bit more disorganized and loves having thelatest and greatest tech. iChatty is always worried about answering calls rom her riendsso they dont eel slighted, but the Wireless Warrior is going to put his or her clients callsas top priority and may let riends and amily linger in voicemail until the end o the day.


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Linked Out Loyalist Gadget Gary Mobile Missionary Plugged-in ProessorTechie Teddie

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We also have the cast that tends to be a bit more behind the scenes. Our more reservedpersonalities may preer to keep their devices on silent.

Heres our Silent Crowd:

The more reserved silent crowd is equally enthusiastic about mobile devices maybe even moreso but theyre more selective about how, when, and with whom they use their mobile devices.

The Linked Out Loyalist loves her phone, but she mostly uses it to call her riends whomshe preers to see in person. Shes also going to be loyal to a device model or brand,because she loves how well it works or her. Gadget Gary, on the other hand, is probablyrequently seen surng online or in store or the latest devices. He might be more into hisdevices or their apps and tools than or calling up old riends. The Mobile Missionary also

loves his mobile, but might get preachy i he sees you texting during a date or hears yourringer during a movie. And our Plugged-In Proessor is so into mobile Twitter that she orgetsto put your number in her contacts and only knows how to reach you by your @ handle.


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A CREATIVE SPRINGBOARD

Brands should use these mobile personalities as a creative springboardor coming up with new and innovative ways to engage consumers. Forexample, a brand could create a sae way or the Mobile Matre-D to tryout new tech and apps, by oering up a monthly package o personalizedapps that help him connect with his avorite regulars.


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SMASHING

STEREOTYPES


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SHORTCUTS AND EMOTIONAL RANGE

Since were only teenagers in mobile years, we use shortcuts to orm opinions. In the caseo network providers, price, speed, and coverage determine our loyalty to the brand. As onerespondent rom Scandinavia explained, I it (my network) works, thats fne and i it doesntwork Ill change to whoever can provide better coverage/higher speed.

I we were to categorize our relationships with our devices, networks and mobile advertisingin terms o teenage emotions Love, Meh and Argh then the best is reserved or our

mobile devices. Mobile networks and advertisers, though, have an opportunity to win morelove rom consumers.


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INJECTING FEELING INTO OUR RELATIONSHIPS

WITH NETWORKSOn the surace, our relationship with network providers is Meh at best. When we askedconsumers to pick a visual representation o the interaction they have with their network, themost requently chosen visual was no relationship. Yet, when we asked consumers howthey thought the network saw the relationship, the top response was waiter and patron.Theres clearly a tension here which needs to be resolved.

In actuality, network providers have the power to urther their relationship with consumers.80% globally say that their choice o the provider is a very important decision, and 75% saythat various network providers have dierent personalities. 52% go as ar as saying that

their network provider should refect their personality.

Network provider brands can take data and personalization to new levels, providing utility toconsumers. As one Spanish respondent said, When you go to a bar or the frst time theydont know you, but the more you go the more they know about what you likesame would

be desirable or a mobile network.49% globally want mobile network providers to usetheir data to provide them with deals and services which are better suited to their needs,in addition to billing them correctly.


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1.Personal People expect the brandsthat advertise through mobile to be betterinormed about who they are.

2. Purposeul It is easy to tune out a loto advertising but when advertising hasmeaning in our lives it is harder to ignore.

3. Private While people are willingto share some data to get personalizedcommunications, their personal data must

be protected.

4. Playul Your mobile is a game system,a chat machine, a camera, etc. People likeit when advertising lives up to its potential.

5. POW The platorm is young.The boredom actor is high.People want to be wowed.

WINNING LOVE FOR MOBILE ADVERTISING

FROM ADS, TO EXPERIENCES,

TO WONDERMENT

We love our devices and currently eel little towards our providers. But what about mobileadvertising? I we ask consumers, oten times, their limited experience leads them tobelieve they dislike mobile advertising.

The most common type o mobile ad consumers have seen is an SMS text (48% haveencountered this). So its no surprise that 63% wish that the advertising they saw on theirmobiles was more entertaining.

Fortunately, many o the best practices o great creative agencies also apply to mobileadvertising. The one key dierence is that people seem to be holding mobile advertising to ahigher standard, and this is because unlike other mediums which people interact with, mobileisnt a thing, it is part o who we are. Below are the 5 Ps o successul mobile engagement:

During our online discussion boards, we askedconsumers to view a number o videos omobile advertising experiences rom various

brands. Seeing the ull potential o mobile adswas transormative or the majority oparticipants. One US consumer exclaimed,Ater watching these previous ads, I would

have to say that Im more open to mobile

advertising. Especially not knowing what type

o experience you might encounter with that

particular ad and brand.


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KEEPINGTHE MAGIC IN

MOBILE


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AS WE APPROACH OUR 20S

For most people, ones 20s are a time o sel-realization, progress, and reinvention.We greet the world with burgeoning enthusiasm or endless opportunity and greatness tocome. The same can be hoped or in our mobile lives, as consumers are excited or the nextdecade bringing devices with increased perormance and utility. As we mature, were readyor brands to surprise us with innovation, or them to keep the magic in mobile.

In act, 40% o global consumers are looking orward to devices becoming aster and38% want them to be smarter. Consumers are also hoping or devices to become morestreamlined, i not integrated into our bodies.When asked potential parts o the bodywhere humans would choose or amobile device to be implanted,49% say they would preer theirhand and 24% say they wouldpreer their ear.


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NEEDS AND DREAMS

As we explored the hundreds o dream mobile device submissions rom consumers andmarketing proessionals, we realized the amount o magic people are expecting in their mobileutures. Their ideas and hopes revealed a distinct set o needs when it comes to our mobilelives. Networks, device manuacturers, brands, and marketers alike can keep these needs inmind as they develop practical, yet enthralling, solutions or tomorrows mobile consumers.

Mobile Needs Map

or a ull explanation o these need-states and their implications or your brand,please contact us at truthcentral.mccann.com


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WILL MOBILE BE THE SUPERHERO THAT

SAVES THE WORLD?Consumer dreams or mobile extend beyond the individual a sign that were maturing outo our mobile teens? and showcased a belie that mobile could play a key role in solvingthe worlds problems. Quantitatively, this proved to be true as well. Presented with a myriado global concerns, 37% o global consumers say that mobile technology will help us nd asolution or crime in the uture, 26% believe it will help us to stop terrorism, and 21% eelit will help us prevent global economic crises.

Is this magic reserved only or the uture? Or are mobiles already saving the world? As ourstudys ndings reveal, we already see the proound changes mobile is having or our lives,our relationships, our personalities, and our interaction with brands. Yet were reminded othe power o technology to do global good, and many consumers realize that this is alreadygoing on under our noses. Said one respondent rom the Philippines, Mobile devices canhelp solve any dilemma. Actually our devices are helping us on similar problems now.

We just dont notice it.As we mature into mobile manhood and womanhood, one can onlyimagine well start noticing it more.

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Summary Connected You Web v18 2.24 Final