- 26th May 2011
Integrated Reality
Intersperience Research Ltd.
Open Ideas
May 2011
2
• I’m going to start by playing out a sound clip. Listen to see if it is familiar to you….Do you know what this sound is from?
[sound of a dial-up modem connecting played]
- 26th May 2011Intersperience Research Ltd.
3- 26th May 2011Intersperience Research Ltd.
• If you do, like me you’re probably an Adaptive Immigrant
• Adaptive Immigrants are the only ones who see a distinction between online and offline
• In the past, we had to deliberately ‘go online’
• For i-Natives, being connected at all times is the norm
• For them, there is only one world “the days of “the internet” as an identifiably separate thing may be behind us”– Oliver Burkeman, The Guardian, 2011
4
• The i-Natives have grown up with connectivity woven into their everyday lives
• It has always been present
• They don’t see online as something as exciting or different as Adaptive Immigrants do– It’s something they take for granted as it has always been there
- 26th May 2011Intersperience Research Ltd.
• Novelty isn’t a driver for using online services
5
• Communication breeds communication• Preference for new communication grows, while ‘old’ is only
given up slowly, if at all
Intersperience Research Ltd.
18-24 25+
Text Message 91% 86%
E-mail 84% 92%
Phone Call 82% 89%
SNS 76% 53%
IM 50% 34%
Video Call 21% 18%
18-24 25+
Phone Call 59% 59%
Email 31% 36%
SNS 3% 0%
IM 2% 1%
Video call 2% 0%
Text message 1% 1%
None of these 2% 3%
General communication Customer service
- 26th May 2011
6Intersperience Research Ltd.
Happiness
Satisfaction
Contentment
Relaxation
Stimulation
Excitement
Wakefulness
Arousal
Control
Influence
Importance
Autonomy
Online
Voice
18-24 year olds
• For youngest customers, online gives more control – but isn’t seen as exciting or interesting
Source: Intersperience ‘Media & Engagement’ project, 2007
Pleasure
Arousal
Control
Levels of engagement, complex service encounter
- 26th May 2011
7Intersperience Research Ltd.
Happiness
Satisfaction
Contentment
Relaxation
Stimulation
Excitement
Wakefulness
Arousal
Control
Influence
Importance
Autonomy
Online
Voice
• Adaptive immigrants find online more stimulating
Source: Intersperience ‘Media & Engagement’ project, 2007
Pleasure
Arousal
Over 25s
Control
Levels of engagement, complex service encounter
- 26th May 2011
8Intersperience Research Ltd.
• i-Natives don’t solely use online channels
• There are still concerns around privacy and security
• For some purchases, customers still want more advice and better service than they feel they can receive online
Source: TrendSpot Christmas survey, December 2009
Q) This Christmas, did you…
“I think I would look online to see what I want, but then I’d go to the store to book it, because they know more…. “
− Kate, 29, Intersperience Digital Selves project
18-24 25+
Shop online 77% 79%
Shop in-store 87% 82%
Research purchases online 73% 58%
Find internet shopping more enjoyable than shopping in store 39% 47%
- 26th May 2011
9Intersperience Research Ltd.
• For younger groups, social aspect of shopping on the high street is still very important
• This social dimension needs to be brought into online shopping
• Not conceptualising relationships as all online or offline may help
“retailers must drop the "e" in e-commerce and extend their relationships with their customers into real offline social but transactional settings which still resonate with their online brands.”
– Spencer Lazar, 2010
- 26th May 2011
10Intersperience Research Ltd.
• Channel choice in retail has got much more complicated
• Much more scope for mixing of ‘channels’ than ever before… including online and ‘in person’
“When we went to the florist I had pictures in my head and I could take the netbook to actually show her the things I liked” − Participant, Digital Selves study 2011
Steph wants to buy a new camera to take on holiday. As she often does on a Saturday afternoon, she’s hitting the shops before going to meet her friends for a coffee. She’s read
reviews and researched best prices for half an hour at home on her laptop. She pops into a high street electrical store, and sees an offer on a model she’s not considered before, so she checks on her mobile phone to compare prices with other stores in the area.
- 26th May 2011
11
• Three key words for businesses in the Digital Age
Intersperience Research Ltd.
Connectivity
Integration
Interaction
Customer experience and branding
available across all channels
providing a seamless experience
- 26th May 2011
12Intersperience Research Ltd. - 26th May 2011
- 26th May 2011
Integrated Reality
Intersperience Research Ltd.
Open Ideas
May 2011
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