Friday, 18 August 2017

Teens bemoan 'lack of understanding' from CSPs

Amdocs
Wednesday 13 July 16

According to new research, there appears to be a frail relationship developing between communications service providers (CSPs) and teenagers, with only 12 percent of teenagers believing service providers understand their lifestyle and offer services to match it. The global study - commissioned by Amdocs, a leading provider of customer experience solutions - examined the digital DNA, behavior and expectations of today’s teenagers (those aged 15-18-years-old). Surveying 4,250 respondents from the UK, USA, Canada, Brazil, India, Germany, Russia, Mexico…

According to new research, there appears to be a frail relationship developing between communications service providers (CSPs) and teenagers, with only 12 percent of teenagers believing service providers understand their lifestyle and offer services to match it.

The global study - commissioned by Amdocs, a leading provider of customer experience solutions - examined the digital DNA, behavior and expectations of today’s teenagers (those aged 15-18-years-old).

Surveying 4,250 respondents from the UK, USA, Canada, Brazil, India, Germany, Russia, Mexico, Philippines, and Singapore, the study revealed 30 percent of teenagers reported experiencing bad customer service from their CSP over the past year, with 46 percent saying they will not use that CSP again. A third of respondents then went on to share this information with families and friends.

Chris Williams, head of global marketing, Amdocs, said: “It’s striking that half of teens today already have a firm opinion as to which service provider they will not use once they have to start paying their own bills.

“But we cannot disregard the immediate teen impact on a service provider’s business and brand perception given their influence on paying parents and wide reaching audiences through their prolific use of social media. With digital so integral to teen life the need to transition to a digital service provider is immediate.

“Service providers must act now to establish and build teen affinity, adopting a multi-channel engagement strategy and exploring new monetisation models to address the demand for free content. Whether or not service providers will succeed in this will determine their ability to remain central and relevant in future societies and economies.”

Additional key findings unveil teens’ unique digital DNA and what services they want:

Internet connectivity is teens’ most vital sixth sense: Teens require constant Internet connectivity, with respondents saying they are more likely to feel anxious and alone if separated from the Internet (56 percent) than when separated from their family (52 percent). The value of Internet access is so significant that the majority (55 percent) strongly believe fast Internet access to be a human right.

Digital is the lens through which teens view themselves and others: 43 percent believe their smartphone makes them smarter and “cooler”; 52 percent check their social media accounts first thing in the morning; over 30 percent say they would probably not meet someone again if they lacked a Facebook or WhatsApp account.

Emojis are worth a thousand words: Almost half of respondents say they prefer using emojis (47%) and posting photos (45%) to sending emails as emojis express how they feel more clearly than words.

Free content streaming is a way of life: A majority stream movies (53 percent streaming; 17 percent downloading), TV (51 percent versus 11 percent) and music (47 percent versus 29 percent); and they are typically doing so for free with less than a third saying they ever pay for any content.

Teens perceive content and app providers as “service providers” and love them more: Although 82 percent know who their service provider is, they perceive over-the-top (OTT) players and internet giants, including Google (51 percent), Facebook (38 percent), WhatsApp (42 percent) and Apple (38 percent) as CSPs, when they are not. However, when asked which companies they love, teens rank Google first at 60 percent (Facebook: 48 percent; WhatsApp: 42 percent) while only 36 percent said they loved their CSP.

Teens want technology to allow them to design their own experiences: 54 percent want interactive services that offer design options they can play with; 59 percent expect to be offered 3D printing technology to create their tech accessories and 55 percent expect to be able to visit new countries using virtual reality. Teenagers’ connection to technology is so strong that 66 percent say they would want to be Bill Gates when they grow up, more than a YouTube star (50 percent) or a pop star (38 percent).

Teens expect future technology to allow them to become digital beings as much as human beings: 78 percent would like to have an Internet-connected device embedded in their arm, with 38 percent seeing it replacing their smartphone; 66 percent believe many jobs will be taken by robots, 24 percent even believe a robot will become their best friend.


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