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Friday, September 28, 2018

Ketchum study: Tech can't ignore young people's concerns | Technology - PRWeek

Photo: Sean Czarnecki
Sean Czarnecki, Corporate reporter, PRWeek U.S. summarizes, "The research found widespread worry and fear among digital natives, who could demand change from Big Tech."

Photo: Getty images

Technology companies can’t take young people for granted, according to a study from Ketchum released on Tuesday.

It isn’t just older generations that are leery of technology. Digital natives, or "techruptors," want change as privacy concerns mount and tech leeches into every facet of their lives, according to the agency’s Social Permission and Technology Study. In fact, digital natives, who make up 38% of the general population, are the most cynical because they are the most tech-savvy.

"There’s this tendency to take those early adopters and technophiles for granted," said Sullivan, director of technology at Ketchum. "There can be an assumption [that] the focus and attention needs to be spent more on slower adopters. When we counsel clients with this data, it flips that on its head."
Melissa Kinch, MD of technology, added that more studies on this issue should be conducted by vertical market and they should look into "stress tests" to find consumers’ tipping points.

The report did find contradictions in younger consumers’ attitudes about technology. Sixty-two percent of respondents said tech is invaluable in their daily lives. However, despite its value, 49% said they wish they were born in an earlier era with less technology...

More than half of respondents (55%) said technology has made time with their children better, but 73% said they worry about sharing family details via mobile apps. Eighty-five percent said they are concerned about their children’s safety and 76% said they are concerned new developments could affect their kids’ privacy and identity.

Long-distance relationships are easier to maintain, according to 81% of respondents, but in person, 58% said they find it difficult to get their friends and family to put down their phones.

Source: PRWeek