Digital Expectations Report From Razorfish

picture of cover of Razorfish ReportIf you haven’t checked out the new report by Razorfish: DIGITAL DOPAMINE: 2015 GLOBAL DIGITAL MARKETING REPORT, you may want to check it out sooner rather than later. And I’m not just saying that because I’m in it! (The report contains a one page interview I did with one of their staff — page 29). It’s an interesting report based on a survey of 1600 millennials and gen-exers from the US, UK, Brazil, and China, as well as some in-depth interviews.

Here are some of my favorite data points:

  • “56% of U.S. Millennials say their phone is their most valuable shopping tool in-store compared to just 28% of U.S. Gen Xers.”
  • “59% of U.S. Millennials use their device to check prices while shopping compared to 41% of U.S. Gen Xers.”
  • “Advertising is most effective when it is part of a value exchange. Consumers are now aware of how much their attention is worth to marketers, and they expect to be rewarded for it. They look to be compensated with loyalty programs, free content or useful tools that solve problems.’
  • “Over half of consumers in the U.S. and U.K. and 69% of consumers in China say they do anything they can to avoid seeing ads. What’s more,they’re actively availing themselves of technology to do so, with a majority of TV lovers using a DVR
    to skip through ads (U.S.—65%, U.K.—73%, China—81%).” Brazil is the outlier on this one: “Fifty-seven percent of Brazilian consumers endorse TV, radio and print ads as most influential,”
  • My favorite point is this one: “Seventy-six percent of people in the U.S., 72% in the U.K. and 73% in Brazil say they are more excited when their online purchases arrive in the mail than when they buy things in store.” I have heard the same comments in my behavioral science research. And the reason has to do with the anticipatory centers of the brain. I wrote about this recently in my report “Why You Should Do Behavioral Science Research At Least Once This Year”.

The Razorfish report is comprehensive.  I think it’s worthy reading if you design or produce digital products, marketing or advertising.

And don’t forget to check out page 29!

What do you think? Does any of this data surprise you?

 

100 Things You Should Know About People: #12 — When it comes to technology, you definitely "act your age".

millenialLet’s start with full disclosure: I’m a baby boomer. Ok, I’ve gotten that out of the way.  I do have two millenial children (now young adults), and most of the people I work with are Gen Xers.

How did people get together before cell phones? — My son (age 20) recently asked me how people ever got together when I was growing up. “There weren’t cell phones, so how did you ever arrange to get together to hang out?”, he asked. I had to stop and think about that for a while. “Well”, I answered, “We had regular phones. We were at home a lot, and we’d call each other on the phone and set up a day and time and place to meet. It was all done way ahead of time. And then we had maybe one or two places we would hang out. So if you called someone and they weren’t there (remember, no answering machines or voice mail either), then you’d go drive around (there was a lot of driving around) to the one or two (or maybe three) places that everyone tended to hang out, and eventually you’d find who you were looking for.” It kind of worked, although it meant that you spent most of your time looking for each other!

Generational definitions — I’ve done some of my own exploratory research on generational differences in the last few years. Here are the age group definitions I’m using for this blog post: millenials (born between 1982 and 2002), Gen X’ers (1961-1981) and Boomers (1943-1961). I focused in my research on differences in technology use and expectations. Here are some of my findings:

1. Dualism vs. Ubiquitous — Boomers think that technology is a separate thing. They “go on” the internet. They “make a call on the cell phone”. They look something up “on the computer”. They have a distinction between doing a task and the “tool” that they do the task with. Millennials don’t have that dualism or separation. They look something up (of course they are doing it on the computer… why would you even think to say it that way?). They make a call or text someone… the technology is implied and assumed. Continue reading “100 Things You Should Know About People: #12 — When it comes to technology, you definitely "act your age".”