Embed Size (px)
DESCRIPTION
In 2013, Telefónica carried out the largest ever survey of Millennials, creating a new understanding of the beliefs and motivations of the Millennials generation. In 2014, the survey was updated exploring the opinions of 6,702 Millennials, aged 18-30 across 18 countries in three regions. This year’s survey found that today’s 18-30 year-olds are largely satisfied with their lives and decidedly optimistic about their prospects for the future. It is little surprise that 78% of Millennials globally claim to own a smartphone. However, we see in this section that not all Millennials are driven by technology – it is merely an enabler to achieve their goals.
Citation preview
1
Telefónica Global
Millennial Survey:
Section 6_
Technology: Pervasive
and Transformational
telefonica.com/millennial
s
2
Most Millennials own a mobile device and ownership of smartphones
and tablets has increased across regions compared to 2013*
Globally, 78% say “I own a smartphone”
United States
2013 2014
Smartphone 70 79
Tablet 37 56
Laptop 82 86
Desktop 49 54
Western Europe Latin America
2013 2014
Smartphone 82 84
Tablet 24 40
Laptop 76 79
Desktop 50 51
2013 2014
Smartphone 68 78
Tablet 22 37
Laptop 62 70
Desktop 58 57
*This comparison is among owners in countries surveyed in both 2013 and 2014*Select answers shown
3
…And they are using it constantly
Activities Millennials Have Done Today Using Mobile Technology
United States Western
EuropeLatin America
Access a social network 67 60 70
Send a text message 64 52 60
Make a telephone call (voice only) 55 42 59
Watch a video posted online 51 35 51
Read the news 43 50 54
Take a photo or video 39 31 41
Play a video game 36 27 33
Post an update, video or photo to a social network 34 24 44
Stream video content through a service such as iTunes, Netflix,
Amazon, HBO Go, etc.31 14 22
Shop 27 14 17
Make a financial transaction (payment, deposit, money
transfer) 22 15 19
Look for a new job or career opportunities 21 12 25
Find directions 19 13 24
Connect to another physical item (thermostat, car, fitness band,
etc.)17 11 18
Find a date 15 14 16
Order a taxi 7 6 11*Select answers shown
4
Mobile technology is not just for entertainment and fun
United States Western
EuropeLatin America
Entertainment 58 49 64
Social life (with friends) 51 45 56
Access to news / current events 47 49 59
Education and research 46 31 62
Personal banking / making payments 44 32 38
Personal expression 43 25 45
Creativity (e.g. making art, pictures) 40 34 55
Retail / commerce (e.g. purchasing) 37 33 35
Finding a job / career opportunities 35 26 43
Work / business productivity 32 23 40
Romantic life 31 22 35
Travel 31 25 32
Personal safety 29 17 27
Local transportation 28 18 24
Medicine and healthcare 24 14 30
Political expression 22 17 28
Mobile technology is having
a transformative impact on
Millennials’ lives in
substantive areas, such as
Education and Research,
Access to News and Current
Events, and Finding
Job/Career Opportunities
Areas of Life Mobile Technology Has “Significantly Transformed”
*Select answers shown
83 8480
5
Millennials are tech savvy, but not all want a tech career
25
22
25
Technology
United States Western Europe Latin AmericaUnited States Western Europe Latin America
Agree That “I am on the cutting edge
of technology”
Industry Most Likely to Pursue in the
Future:
Technology
*Select answers shown
6
When it comes to tech skills, Millennials focus on learning the basics
and see improving quality of their work as a benefit
69
43
37
69
47
32
77
39
44
Improving the quality of my work
Finishing my work faster
Being an integral part of theteam
United States Western Europe Latin America
United
States
Western
Europe
Latin
America
Microsoft Office (Word, Excel,
PowerPoint, Access, Outlook)55 60 54
Coding / Programming (e.g. CSS,
jQuery, HTML)37 35 36
Typing speed 36 26 21
Social media (e.g. LinkedIn, Twitter) 25 24 19
Website design 24 25 30
Graphic design 21 21 30
Financial Modeling 20 24 22
Web analytics 20 16 16
Google applications (e.g. Google Docs) 17 14 17
Cloud technology 13 13 17
Blogging 8 7 7
Photo Editing (Photoshop) 8 11 11
Video Editing 8 9 11
Other 8 15 10
Benefits to Having a Digital Skillset
Most Important Skills to Get a Decent
Paying Job
*Select answers shown
88
12
7
Privacy is a concern and Millennials are worried about being
hacked…
5 5 717 20 9
44 44
30
35 30
54
United States Western Europe Latin America
Strongly disagree Somewhat disagree Somewhat agree Strongly agree
91
9
85
15
Latin America
Western Europe
United States
79 74 84
Agree Disagree
Overall, I am concerned about the security
and privacy of my data and information
online
I am worried about getting hacked /
someone stealing my information online
8
…But believe they understand and can manage the risks
84
65
82
90 80 89
62 58 566152 51
59 60 58
Promise not to sell it to 3rdparties
Use it to create bettervalue for me as a customer
Use it to create morepersonalized offers and
products to me as acustomer
United States Western Europe Latin America
Western Europe
United States
Latin America
United States Western Europe Latin America
I am in control of my personal data
I actively take steps to protect my
online security
I am comfortable giving companies
access to my personal data if they…
*Select answers shown
