"The changing nature of technology assimilation"

1. THE INVOKE XPERIENCE SERIES:
A REAL-TIME EXAMINATION OF HOW CONSUMERS ASSIMILATE
TECHNOLOGY IN THEIR EVERYDAY LIVES
FEBRUARY 2015

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 Why did we do this research?
• To demonstrate how the Invoke Live platform functions as a research tool for engaging
respondents and collecting meaningful quantitative and rich qualitative feedback
• To gather insight into:
• How new technology has changed the way we do even the most basic tasks
• How these attitudes and behaviors differ across generations – Boomers, Gen X
and Millennials
• Beliefs about new technology what consumers love, what they hate and what
they hope is next
• New opportunities for marketers to capitalize on attitudes and behaviors that can
help to build stronger ties to customers
 What did we do?
 A LIVE 60-minute online discussion with 150 online participants on February 25, 2015
 Who did we talk to?
• Balanced gender
• Balanced age: 1/3 each 18-34 (Millennials), 35-49 (Gen X), 50-64 (Boomers)
• Balanced ethnicity
Methodology

3. 3
RESEARCH HIGHLIGHTS

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Research Highlights
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Not only are Millennials the first to assimilate new technology, they clearly see themselves as
leaders, not laggards.
 Having grown up with mobility, their “normal” daily lives look different to GenX and Boomers.
 They are more connected through social networks and less likely to turn to old stand-bys like
using a watch to tell time.
 Entertainment on mobile devices is a natural progression – their music, TV and games are all
at their finger tips – and they are willing to give up quality to meet their budget.
 And, if forced to make a choice, they are more likely to grab their cell phone on the way out
the door than their wallet.
Yet, despite the generational differences, Gen X and Boomers are embracing technology with
positive attitudes.
 They are just as likely to use words like “easy,” “fast,” “fun,” “efficient” and “convenient” to
describe how new technology has changed their life this year.
 In fact, technology has made it easier for consumers of all generations to communicate with
friends, stay organized and research/buy new products online.
 However, in some cases, it’s hard to give up the “old way” of doing things, especially for Boomers.
 For example, there are just as many Boomers who “hate” reading books on a mobile device
as who “love” it.
 And, while streaming media is on the rise, there are many who are not willing to give up the
convenience, selection and quality to completely cut the cord.

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Research Highlights
5
Aspirations for the future shed light on greater expectations for further advancements in media,
communications, shopping and health.
 Moreover, in the not so distant future, many have their fingers crossed that they will soon see
robots to do the dishes, self-driving cars and even teleportation.
However many are fearful of the impact on the next generation, especially given what they see
among their current friends and colleagues.
 Technology has placed more educational and connectivity tools in the hands of the next
generation, but even with the inherent benefits, many feel the next generation risks being socially
awkward.
 There are concerns that today’s children are not allowed enough time without screens for
creative and imaginative play.
 They also fear that devices are replacing true face-to-face communication and that many
kids do not know how to look someone in the eye.
 Yet, bad habits and manners rooted in “new technology” are not unique to the youngest
generation.
 Many consumers across generations were quick to point out that there are many tech-driven
activities that are annoying such as texting while driving, overuse of social media, cyber-
bullying and online scams/viruses.
As a final thought, Millennials will continue to lead tech-development and assimilation. However,
don’t count out the GenX and Boomers – they are ready with a positive mindset towards adopting
new technology, especially if it is easy, convenient and fun.

6. 6
GENERAL FINDINGS

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As expected, Millennials are far more tech-savvy - seeing
them selves as “leaders” and early adopters
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• “Living better through tech as
information is at the touch of a
button” (Male)
• “Wall mounted flat screen
televisions, grocery shopping from
home, keeping up to date with
latest trends, instant news/
information delivery.” (Male)
• “Digital lifestyle would be nothing
with paper. I feel like this doesn't
apply to me only because I still
like to make lists on real paper,
write letters, and draw my own
cards. I feel like I have a 50/50
balance of the two.” (Female)
• “Organized, carefree, secure,
prepared.” (Female)
Boomers
25% Leaders, 75% Laggards
GenX
51% Leaders, 49% Laggards
Millennials
63% Leaders, 37% Laggards
Q) Which of the following best describes your relationship with new technology? Give us some words or phrases that describe what the phrase “digital lifestyle”
means to you personally.
What is the Meaning of a “Digital Lifestyle”
• “You use devices like mobile
phone, laptop, and tablets all the
time. You no longer do things like
write down a shopping list with a
pen and paper. You're so used to
living like this that if one of the
devices was broken you would feel
like something is missing.” (Male)
• “Lifestyle that brings ‘Ease of
Living.’ One that helps use to get
what we need quicker!” (Male)
• “To me it means I am always
connected and can work remotely
with out having to be in an office.”
(Female)
• “Marrying everyday life with
technology.” (Male)
• “Not sure - an individual who
keeps up with new technology -
which doesn't describe me!”
(Male)
• “I believe it means that we are
going to be using digital
technology in all aspects of our
lives...cars which stop on their
own and warn you of a coming
crash, turning your home lights,
heat, locks on and off from a a
distance, keeping a digital
calendar.” (Female)
• “It means we live a more
technology based life style, we
have incorporated more
technology into our everyday
lives.” (Female)

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Yet, tech assimilation crosses generations – although
Millennials are clearly more entrenched
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-2%
-11% -15%
-30%
-41%
-31% -29%
-14% -17%
-2%
15%
27% 28%
13% 7% 6%
19% 16%
23% 17%
7% 8%
41% 21% 19%
17% 27%
36% 6% 9%
9% 15%
7% 6%
When was the last time you…?
Within the past
hour
Sometime
today
More than a
year ago
Q) When was the last time you did each of the following activities?
Checked in on
social media
Wore a
watch Read a printed
newspaper
Shopped online

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75%
25%
62%
38%
60%
40%
Cell Phone
Wallet
Millennials Gen X Boomers
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Q) If you had to make a choice between not being able to find your cell phone or your wallet on the way out the door, which would you rather lose?
Cell Phones are on the verge of becoming MORE important than
your wallet, especially with Millennials
Which would you rather LOSE – Cell Phone or Wallet?
Wallets are seen as hard to replace, while cell phones have all the info needed to go wallet-free
• “You need ID - in our society. Replacing your cell phone - is easy ( but - expensive). Replacing your ID in your wallet - is going to be a
nightmare!” (Male, Boomer)
• “I can easily go without my cell phone but in my wallet I carry my money, store and debit cards and usually my shopping list.” (Female,
Millennial)
• “What’s the used of wallet when its empty, LOL. Anyway, I better have my phone coz its high tech now u can use ur fone when u buy
something or shopping.” (Female, Millennial)
• “All my information is in my cell phone.” (Male, Boomer)

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25%
75%
84%
16%
80%
20%
33%
67%
76%
24%
84%
16%
32%
68%
78%
22%
89%
11%
Image A Image B Image A Image B Image A Image B
Millennials Gen X Boomers
For the most part, technology evokes positive emotive responses
with only marginal generational differences
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Angry
Frustrated
Happy
OrganizedCalm
Peaceful
Serene
Frustrated
Stressed
Depressed
Overwhelmed
Disorganized
Q) Which one word comes to mind to describe Image A/Image B? Which one of the two images presented do you feel best represents how new technology often
makes you feel? What three words would you use to describe how technology has changed your life in the past year?
Emotional Associations With New Technology

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22%
26%
24%
39%
27%
50%
39%
43%
44%
36%
38%
42%
47%
51%
47%
47%
31%
38%
42%
45%
48%
49%
55%
55%
Monitoring your home security,
lights and temperature
Using apps to set goals and record
progress
Communicating with business
colleagues
Organizing and printing photos or
albums online
Online education courses and apps
Connecting with friends and family
on a social media apps
Organizing music and creating
playlists
Keeping your calendar organized
Millennials Gen X Boomers
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Q) How much do you "love" or "hate" each of these tech advancements that are designed to help us communicate and stay organized?
We all love how technology helps us stay organized & communicate
efficiently, although Boomers are less “in love” with some things
How We LOVE to Communicate & Stay Organized
(% Love It!)

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17%
34%
28%
58%
43%
48%
51%
58%
81%
22%
36%
40%
53%
47%
60%
56%
51%
80%
33%
42%
44%
53%
55%
55%
62%
63%
71%
Booking a shared ride using Uber,
Lyft, etc.
Booking a accomodations using
Airbnb, HomeAway, etc
Researching, buying or trading
financial services
Shopping online
Buy/Sell on Craig's List/Ebay
Receiving promos/coupons based
on what you buy/where you shop
Booking travel online
Using online reviews to find local
businesses
Researching new products/services
Millennials Gen X Boomers
12
Q) How much do you "love" or "hate" each of these tech advancements that have changed the way we buy or sell goods and services?
Online commerce has largely been assimilated across generations,
especially when researching what to buy, but not shared rides
Online Commerce We LOVE
(% Love It!)

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19%
20%
26%
24%
48%
41%
36%
44%
38%
38%
60%
56%
37%
43%
50%
52%
57%
70%
Read a Newspaper
Read a Book
Playing games
Watching TV
programs
Receive Weather
Warnings
Streaming Music
Millennials Gen X Boomers
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Q) Here’s a list of tech advancements in media that have changed the way we consume media. How much do you “love” or “hate” each of these advancements?
And, new ways of consuming media & entertainment content have
found a place in our hearts – especially for Millennials and Gen X
Media We LOVE on Mobile Devices
(% Love It!)
Just as many Boomers “HATE”
reading books on a mobile device
Extremely/Very Likely to Cut the Cord
49% of Millennials
49% of Gen X
10% of Boomers

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However, while streaming has made it easier to cut the Pay TV
cord, some just love the variety, quality & big screen too much
14
Q) How likely are you to completely drop your Pay TV service (cable, satellite, or telco) and rely solely on local channels and/or online sources for TV programs? Why?
16%
Extremely
Likely
20%
Not At All
Likely
“The only reason I have pay service
now is that I got a year free when I
switched to cable. Before that I had no
pay tv and watched shows online or thru Roku and
Netflix. It saved me money and I saw what I wanted
when I wanted. I will go back to that at the end of
the year.” (Female, GenX)
“I use only local channels to watch local news,
otherwise, I use internet to get all other
information.” (Female, Boomer)
“Our cable is outrageously expensive. Why pay for
TV that you can watch online. If there were a better
way to get DVR service, would have done it already,
but will likely do it soon.” (Male, Millennial)
“Cheaper than Cable and I can watch what I want
when I want.” (Female, GenX)
“Our cable is outrageously expensive. Why pay for
TV that you can watch online. If there were a better
way to get DVR service, would have done it already,
but will likely do it soon.” (Male, Millennial)
“Because TV has been around for ages,
and the computer screens are to small,
so I will never give up my TV.” (Male, Boomer)
“Not nearly the same amount of choices and picture
quality as there is on an HD TV with satellite service.”
(Female, Boomer)
“I can afford to keep it. I like DVRing shows and then
watching in the highest HD and sound available. I
MIGHT cancel in 4 years or so when it is really not
needed anymore.” (Male, Boomer)
“There are shows I like watching that can not be found
online or you have to go to different sits to find them.”
(Male, Millennial)
“I still watching news and regular TV shows on the
cable.” (Female, Millennial)
“We like watching movies on a big screen especially
with so many of us at home or friends over. I usually
don't have time on my mobile device to watch such a
lengthy event.” (Female, GenX)
Pros and Cons of Cord Cutting

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Consumers anticipate big advances for media, communications
and commerce – yet what they wish for is even bigger yet
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5%
9%
14%
11%
15%
11%
16%
11%
9%
7%
11%
11%
11%
18%
11%
15%
5%
10%
14%
14%
13%
18%
20%
Politics
Travel
Personal Safety
Finding a job/employment
Education
Business & Economy
Health & Well Being
Shopping
Communicating with friends,
family, colleagues
Media: Television, movies, music
#3 #2 #1
35%
21%
17%
12%
Industries Poised for Future Tech Advancements
(Ranked Top 3)
Q) And, which of these areas do you feel will see the biggest technological advancements in the coming years? Anything you can’t wait to be invented
to make your life easier?
46%
45%
42%
4%
40%
36%
“I wish I had…”
“Magic medicine that relieves all
disease.” (Female, Millennial)
“Kitchen robot that cooks meals for your
from scratch (like washing machine does
laundry for you).” (Female, GenX)
“Fully voice operated operating system
that requires no keyboard whatsoever.”
(Male, GenX)
“Virtual reality grocery shopping.” (Male,
Millennial)
“Visiting your doctor over the internet,
the connectivity for him/her to see your
vitals etc. all in an app online, yes!
(Female, Boomer)
“Self driving car.” (Male, Boomer)

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Despite all the “love,” 6 in 10 agree there are tech-driven
activities, like texting while driving, that are so annoying they
should just “go away”
16
Q) Are there any technology-driven activities you wish would just go away?

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And, many see risks for the next generation
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Kids are tech-savvy but, don’t play outside or communicate without tech…
“I have a 12 y/o and a 10 y/o and I am grateful they have the technology to broaden their horizons, however, the
kids of today would not last 1 hour back in the day. Every so often we have no electronics day and we go back to
playing board games, riding bikes and doing other activities you cannot do with a digital lifestyle. There are many
pros and cons to a digital lifestyle.” (Female, GenX)
“Unfortunately the younger generation has no clue how to do a lot of things because of technology. I grew up with
technology slowly evolving to where it is now....but a lot of the kids today would never be able to a lot of common
sense items because they have never experienced them without technology. I notice a lot of kids who can not talk
to people face to face because of technology.” (Male, Millennial)
“Kids today are not interacting as much with friends or family on a face to face level. I also think they are not as
physically active as when I was growing up without any high tech.” (Female, Boomer)
Leading to concerns over lack of appropriate interpersonal skills…
“Teenagers have lost personal boundaries because they say things they wouldn't say in person, or take pictures
that are inappropriate and send them to people.” (Female, GenX)
“Social Media. I don't have children, but I can see the affect it has on the kids around me and my younger family
members. The ability to share anything almost instantly can lead to doing some stupid things.” (Male, Millennial)
“Everybody uses technology as soon as they can control their hand movements. It impacts human interactions and
there is a sense of freedom about technology that limits what kids can maybe do without the help of the Internet.”
(Female, Millennial)
“I don't have kids, but they have it very different than I did. We didn't have cell phones or email. I think it definitely
makes their life easier, but also makes them rude. They think it is totally acceptable to be having a conversation
with someone and then start texting someone on their phone.” (Female, GenX)
Q) Let’s talk about the next generation, what’s the biggest impact of this digital lifestyle on kids today?

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FINAL THOUGHTS & IDEAS
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“Bring the prices down on newer
technology.” (Male, Millennial)
“Make sure they keep in mind some of
their customers may be older so make
technology user friendly for them or at
least make a version that is easier to use.”
(Female, Boomer)
“Just to make the devices easy to
understand and to use for those of us who
were born before the tech revolution.”
(Female, Boomer)
“Cater to everyone and be more affordable.
Don't forget about the people that can't have
the latest greatest internet speeds. We are
consumers too.” (Female, GenX)
“Try not to oversaturate their brands. If they
want to come out with an advanced gadget,
then do so. But don’t claim it is the best
thing ever, and then come out with
something a month later that’s now the best
things ever. (Female, Millennial)
“Make tech more intuitive. Look at
what Apple did to bring simple,
elegant tech to the masses!”
(Male, GenX)
Q) Before we go, is there anything specific you would want to say to technology companies or brands to help them do better when introducing new
technologies?
“Figure out a way to make the
battery life longer. Also, be sure we
aren't infringing on other's privacy
with new technology.”
(Female, GenX)

19. APPENDIX
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“Invoke… can shore up the respective
weaknesses of qual and quant by
delivering projectable quantitative data
and the qualitatively-derived ‘why’
behind it.”
-- Research Conference Report
20
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decisions.
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Excellence in Advertising

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• Take part from the privacy of their homes or offices
• Answer anonymously, providing candid, unbiased responses with rich verbatim
• Experience a fun and highly engaging process
• Watch sessions from any
location with an Internet
connection
• Analyze live feedback using a
dashboard with built-in
analytical tools
• Discuss and react to results
with the rest of the decision-
making team
• Gain instant awareness and
insights
• Controls the session and leads
back-room discussion about the
results in real-time.
• Sends out questions and stimuli
to participants
• Conducts on-the-fly
adjustments and additions
• Initiates 1:1 chats
• Controls segments using Real-
Time Quota Management™
INVOKE LIVE PLATFORM
Invoke creates a collaborative live research experience involving
stakeholders, researchers, and current and potential customers

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