Ipsos Global Trends

technology attitudes

Megatrends: Long-term trends shaping the world in 2017 and beyond

Before exploring key trends from our research, it’s worth reminding ourselves of the underlying demographic, economic and social changes that provide the backdrop to this report.

Willingness to provide personal information for personalised experience

To what extent do you agree or disagree with these statements?

I am comfortable providing information about myself to companies who are online in return for personalised services and products

Willingness to provide personal information for personalised experience

Willingness for companies to use personal information provided automatically

To what extent do you agree or disagree with these statements?

I don’t mind companies using information about me provided automatically when I go online such as my location and what I have been browsing online

Willingness for companies to use personal information provided automatically

Companies making profit from personal information

To what extent do you agree or disagree with these statements?

I don’t mind companies making profits from using information about me if it benefits me too

 Companies making profit from personal information

Use of anonymised personal information

To what extent do you agree or disagree with these statements?

I don’t mind companies using information collected about me as long as it’s anonymised and can’t be linked back to me

Use of anonymised personal information

Changes in privacy from future technology

To what extent do you agree or disagree with these statements?

It is inevitable that we will all lose some privacy in the future because of what new technology can do

Changes in privacy from future technology

Reading website terms and conditions

To what extent do you agree or disagree with these statements?

I often don’t bother fully reading terms and conditions on a website before accepting them

Reading website terms and conditions

Paying extra for services to increase privacy

To what extent do you agree or disagree with these statements?

I am willing to pay extra for a service or product to keep my details private

 Paying extra for services to increase privacy

Awareness of personal information held by companies

To what extent do you agree or disagree with these statements?

I don’t know what personal information companies hold about me

Awareness of personal information held by companies

Awareness of rights over companies use of personal information

To what extent do you agree or disagree with these statements?

I don’t know what my rights are over the way companies handle my personal information

Awareness of rights over companies use of personal information

Concern for collection of personal information

To what extent do you agree or disagree with these statements?

I am concerned about how information collected about me when I go online is being used by companies

 Concern for collection of personal information

Concern for collection of personal information used by government

To what extent do you agree or disagree with these statements?

I am concerned about how information collected about me when I go online is being used by my own government

 Concern for collection of personal information used by government

Concern of companies using personal social media information

To what extent do you agree or disagree with these statements?

I worry that companies can access my posts on social networking sites (such as Facebook or Twitter) or information about goods and services I have purchased (such as what I bought, where, when and for how much)

Concern of companies using personal social media information

Transparency of companies use of personal data

To what extent do you agree or disagree with these statements?

Companies should give you more detail upfront on what data is being collected about you when you visit their website

 Transparency of companies use of personal data

Removal of personal information by companies

To what extent do you agree or disagree with these statements?

I should still be able to ask companies to whom they have shared or sold information about me, even if my personal details have been removed

Removal of personal information by companies

Availability of how personal information is used

To what extent do you agree or disagree with these statements?

I would like to have access to the data that companies hold about me, as it could really help me make better decisions – for example about how I spend my money

Availability of how personal information is used

Discovering new things compared with recommendations using personal information

To what extent do you agree or disagree with these statements?

I would rather discover new things for myself than get recommendations from websites based on what I’ve bought or viewed in the past

Discovering new things compared with recommendations using personal information

Security of buying products connected to personal information

To what extent do you agree or disagree with these statements?

I would not buy a product or service that is connected to my personal information because I am concerned about online security

Security of buying products connected to personal information

Attitude towards sharing information online

Please read this pair of statements and decide which comes closest to your own opinion.

a) I am happy sharing information about my interests and past activities online so that I get personalised services and relevant recommendations even if it means organisations knowing more about me

b) I would rather keep my interests and past activities online private even if it means I do not get personalised services and relevant recommendations

Attitude towards sharing information online

Online experiences and concerns

Which, if any, of these have you done, or have happened to you, in the past 12 months or so?

Online experiences and concerns

Factors influencing online purchases

Thinking about the last time you purchased a product from a website, which factors below influenced your decision to make the purchase.Factors influencing online purchases

 

Better shopping deals online or in store

Please tell me how much you agree or disagree with the following statements:

I can find better deals shopping online than shopping in traditional stores

Better shopping deals online or in store

Ease of shopping online or in store

Please tell me how much you agree or disagree with the following statements:

I find shopping online more difficult than shopping in traditional stores

Ease of shopping online or in store

Checking product in store before online purchase

Please tell me how much you agree or disagree with the following statements:

Before making a purchase online of a product I saw on a website, I usually visit a store first to see the product in personChecking product in store before online purchase

 

Purchasing decisions made using online reviews

Please tell me how much you agree or disagree with the following statements:

I look up online reviews about a product before I decide whether or not to buy it

Purchasing decisions made using online reviews

Retailers providing suggestions using personal data

Please tell me how much you agree or disagree with the following statements:

I like it when online retailers suggest products based on my shopping history and what’s in my cart

Retailers providing suggestions using personal data

Preference for online stores who specialise in product

Please tell me how much you agree or disagree with the following statements:

I prefer online stores that specialize in one type of product

Preference for online stores who specialise in product

Likelihood of trying new products online than in store

Please tell me how much you agree or disagree with the following statements:

I’m more likely to try new products and brands when I shop online than when I’m in a store

Likelihood of trying new products online than in store

Online product information providing assurances

Please tell me how much you agree or disagree with the following statements:

The images and descriptions of products sold online make me feel comfortable I’m buying the right product

Online product information providing assurances

Availability of more products online than in store

Please tell me how much you agree or disagree with the following statements:

I would like to see different products online than are available in the store

Availability of more products online than in store

Customising search for products online

Please tell me how much you agree or disagree with the following statements:

I’d like to be able to customise the way I search for products at a shopping website

Customising search for products online

Attitudes to end user license agreements

When you need to accept an agreement in order to download or use an app on a device, which of the following best describes what you usually do?

Attitudes to end user license agreements

Most secure devices for online activities

Which of these devices if, any, do you feel is most secure for doing things online?

Most secure devices for online activities

Least secure devices for online activities

Which of these devices if, any, is LEAST secure for doing things online?

Least secure devices for online activities

Number of mobile phones in use in household

How many mobile phones are there in current use in your household?

Number of mobile phones in use in household

Frequency of mobile devices used whilst watching TV at home

How often do you use a tablet, laptop, computer or a mobile phone while watching TV at home?

Frequency of mobile devices used whilst watching TV at home

Reasons for using mobile devices whilst watching TV

Which, if any, of these are your reasons for using a tablet, laptop, computer or a mobile phone at the same time as you are watching television?

 Reasons for using mobile devices whilst watching TV

Trying new things

To what extent do you agree or disagree with the following statements?

I am usually the first among my friends to try out new things

Trying new things

Technology solving future problems

To what extent do you agree or disagree with the following statements?

We need modern technology because only this can help to solve future problems

Technology solving future problems

Progress of technology destroying lives

To what extent do you agree or disagree with the following statements?

I fear that technical progress is destroying our lives

Progress of technology destroying lives

Life without the internet

To what extent do you agree or disagree with the following statements?

I cannot imagine life without the internet

Life without the internet

Keeping up with technology

To what extent do you agree or disagree with the following statements?

I try to keep up with technology

Keeping up with technology

Speed of science and technology too fast

To what extent do you agree or disagree with the following statements?

I cannot keep up with developments in science and technology because the speed of development is too fast

Speed of science and technology too fast

Technology improves life

To what extent do you agree or disagree with the following statements?

Technology generally makes life better

Technology improves life

Familiarity with computers

To what extent do you agree or disagree with the following statements?

Computers confuse me – I’ll never get used to them

Familiarity with computers

Concern about cookies

To what extent do you agree or disagree with the following statements?

I am concerned about how information being collected about me when I go online is being used by companies

Concern about cookies

Concern about cookies used by government

To what extent do you agree or disagree with the following statements?

I am concerned about how information being collected about me when I go online is being used by my own government

Concern about cookies used by government

Influence of internet on youth’s expectations about sex

To what extent do you agree or disagree with the following statements?

The internet is making young people’s expectations about sex unrealistic

Influence of internet on youth’s expectations about sex

Frequency of online conversations

To what extent do you agree or disagree with the following statements?

I feel like all my conversations are online these days

Frequency of online conversations

Amount of screen-time

To what extent do you agree or disagree with the following statements?

I am constantly looking at screens these daysAmount of screen-time

 

Companies using information to make recommendations

To what extent do you agree or disagree with the following statements?

I am comfortable with companies using information provided automatically when I go online (such as my location and what I have been browsing) to make recommendations to me

Companies using information to make recommendations

Technology makes it harder to switch off

To what extent do you agree or disagree with the following statements?

Technology means that I find it harder to ‘switch off’

Technology makes it harder to switch off

Technology increasing amount of time working at home

To what extent do you agree or disagree with the following statements?

Technology has increased the amount of time I spend working at home

Technology increasing amount of time working at home

Device ownership

Which of the following electronic devices, if any, do you currently own and use?

Device ownership

Internet – frequency of use

How frequently do you do the following things…?

Use the Internet?

Internet - frequency of use

 

Social networking websites – frequency of use

How frequently do you do the following things…?

Visit social networking websites (Facebook, Twitter, Pinterest, etc.)?

Social networking websites - frequency of use

Conventional TV – frequency of use

How frequently do you do the following things…?

Watch conventional TV

Conventional TV - frequency of use

Online TV – frequency of use

How frequently do you do the following things…?

Watch TV online

Online TV – frequency of use

Hardcopy newspapers – frequency of use

How frequently do you do the following things…?

Read conventional newspapers (hardcopy)

Hardcopy newspapers - frequency of use

Online newspapers or news – frequency of use

How frequently do you do the following things…?

Read newspapers/news online

Online newspapers or news - frequency of use

Conventional radio – frequency of use

How frequently do you do the following things…?

Listen to conventional radio

Conventional radio - frequency of use

Online radio – frequency of use

How frequently do you do the following things…?

Listen to radio online

Online radio - frequency of use

Posting on social networking websites – frequency

How frequently do you do the following things…?

Tweet / Post/ Update status on a social network site (e.g. Twitter, Facebook, Instagram, etc.)

Posting on social networking websites – frequency

Standard mobile phone – frequency of use

How frequently do you do the following things…?

Use a standard mobile phone  (not a smartphone)

Standard mobile phone - frequency of use

Smartphone – frequency of use

How frequently do you do the following things…?

Use a Smartphone

Smartphone - frequency of use

Desktop computer or laptop – frequency of use

How frequently do you do the following things…?

Use a desktop computer or laptop

Desktop computer or laptop - frequency of use

Tablet – frequency of use

How frequently do you do the following things…?

Use a tablet

Tablet - frequency of use

eReader – frequency of use

How frequently do you do the following things…?

Use an eReader

eReader - frequency of use

Set top boxes – frequency of use

How frequently do you do the following things…?

Use a set top box to stop, play, record, fast forward or rewind programmes or films

Set top boxes - frequency of use

Hardcopy magazines – frequency of use

How frequently do you do the following things…?

Read magazines (hardcopy)

Hardcopy magazines  - frequency of use

Online magazines – frequency of use

How frequently do you do the following things…?

Read magazines online

Online magazines - frequency of use

 

Videos or DVDs – frequency of use

How frequently do you do the following things…?

Watch videos / DVDs

Videos or DVDs - frequency of use

Consoles or computer games – frequency of use

How frequently do you do the following things…?

Play a console / computer games

Consoles or computer games - frequency of use

Portable music player – frequency of use

How frequently do you do the following things…?

Listen to a portable music player / MP3 player (like an iPod)

Portable music player - frequency of use

Portable media player – frequency of use

How frequently do you do the following things…?

Use a portable media player (like an iPod Touch)

 Portable media player - frequency of use

Hi-fi/CD or tape player – frequency of use

How frequently do you do the following things…?

Listen to music on hi-fi / CD or tape player

Hi-fi/CD or tape player - frequency of use

Security of mobile payments

To what extent do you agree or disagree with the following statements?

Making payments on a mobile phone is not secure

Security of mobile payments

 

Necessity of personal smartphones

To what extent do you agree or disagree with the following statements?

I couldn’t live without a smartphone

 Necessity of personal smartphones

Contactless debit or credit card – frequency of use

How often, if at all, do you use the following?

Contactless Debit or Credit Card

Contactless debit or credit card – frequency of use

Electronic payment or purchase via mobile device – frequency of use

How often, if at all, do you use the following?

Electronic payment/purchase using your mobile device (online, app or SMS)

Electronic payment or purchase via mobile device – frequency of use

In store contactless payments – frequency of use

How often, if at all, do you use the following?

Contactless payment in store using your mobile device

In store contactless payments – frequency of use

Apple Pay – frequency of use

How often, if at all, do you use the following?

Apple Pay

Apple Pay – frequency of use

Android Pay – frequency of use

How often, if at all, do you use the following?

Android Pay

Android Pay – frequency of use

Making recommendations on websites / apps

To what extent do you agree or disagree with the following statements about making recommendations for products or services?

I make online recommendations on certain websites / apps because I know they’re more likely to be read

 Making recommendations on websites / apps

Trusting online recommendations on known sites or apps

To what extent do you agree or disagree with the following statements about making recommendations for products or services?

I trust online recommendations if they’re from a well-known site / appTrusting online recommendations on known sites or apps

The rise of ad blockers

With 93% of connected citizens globally using the internet every day (more than the 72% that watch conventional television daily), online advertising is becoming more and more important to brands.

Mobile payments taking off globally

Half the people on the planet now say they couldn’t live without their smartphone (54%).

Personalisation VS. Privacy

Would you be willing to give up some of your privacy to simplify your life?

Connected Health: Are you ready for the revolution?

Health and healthcare is on the cusp of a seismic shift. In less than two years your Fitbit may be replaced by a patch, much like a sticker, tracking your health metrics.

Will technology kill us all?

“Most of the threats we face come from the progress we’ve made in science and technology. We are not going to stop making progress, or reverse it, so we must recognise the dangers and control them. I’m an optimist, and I believe we can.” – Stephen Hawking, 2016

Government surveillance of internet use

Please indicate how acceptable or not you would find it if the government in [country] was allowed to do the following things to deal with a real and immediate threat of a terrorist attack without their/your consent?

Please give your answer on a scale of 0-10 where 0 means it is completely unacceptable and 10 means it is completely acceptable…

Monitor anyone’s internet activity?

Government surveillance of internet use