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Attitudes Toward Technology and the Digital World - US - November 2017

"The digital world has been integrated into daily lives in ways only science fiction could have predicted 50 years ago. While internet connectivity and the rapid pace of innovation have mostly had a positive impact on people’s lives, it is difficult for people to fully trust technology to perform tasks or keep information secure without some human supervision. Educating the public on technology that will change habits and behaviors will be key to widespread adoption of new tech."

- John Poelking, Leisure Analyst

This report will look at the following areas:

  • Consumers need some convincing
  • Distrust for artificial intelligence
  • Reliance begets intermittent disconnection
  • Security tops concerns

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Internet use (2004-17) and mobile devices used to connect to the internet (2008-17)
        • The issues
          • Consumers need some convincing
            • Figure 2: Attitudes toward new devices, September 2017
          • Distrust for artificial intelligence
            • Figure 3: Trust in artificial intelligence, September 2017
          • Reliance begets intermittent disconnection
            • Figure 4: Dependence on technology, September 2017
          • Security tops concerns
            • Figure 5: Issues with technology, September 2017
          • The opportunities
            • Access anything anywhere anytime
              • Figure 6: Devices used to connect to the internet, 2008-17
            • Positive feelings outweigh negative ones
              • Figure 7: Feelings toward emerging technology, September 2017
            • Usefulness should come with experience
              • Figure 8: Correspondence analysis – Perceptions of innovations, September 2017
            • What it means
            • The Market – What You Need to Know

              • Increasing access leads to more familiarity
                • Generations shape perceptions of technology
                  • Consumers adapt to constantly changing tech landscape
                  • Market Factors

                    • Connection a factor of everyday life
                      • Figure 9: Weekly internet use at home and work, 2008-17
                    • Mobile access easier than ever
                      • Figure 10: Devices used to connect to the internet, 2008-17
                    • Mobile device ownership growing among teens
                      • Figure 11: Teen mobile device ownership, by age, 2013-17
                    • Growing up with constant innovation
                      • Figure 12: Launch dates of influential tech companies and products, 1994-2011
                    • Daily social media usage consistently high
                      • Figure 13: Daily social media usage, by site, August 2017
                  • Market Perspective

                    • Tech giants dominate online interactions
                      • Everything can be automated
                        • The dawning of AR/VR
                          • Seamless integration of tech into daily interactions
                            • Wearable tech showing signs of life
                            • Key Trends – What You Need to Know

                              • More of what the people need
                                • Surveillance, security threatening online interactions
                                • What’s Positive?

                                  • Improvement justifies replacement
                                    • Updates on new products with short life cycle
                                      • 5G on the horizon
                                        • Revamping consoles for new audiences and existing gamers
                                          • More content providers get streaming services
                                            • Personalization easier than ever
                                              • Opening up AR platforms
                                              • What’s Negative?

                                                • Combating unsettling content on open forums
                                                  • Spreading the fake news
                                                    • High profile hacks hurt trust
                                                      • Surveillance understood but unsettling
                                                        • Fear of computers taking over the world
                                                        • The Consumer – What You Need to Know

                                                          • Overall excitement for what’s next
                                                            • Tech needs to be proven
                                                              • Perceptions related to familiarity and utility
                                                                • Unwillingness to hand over control to AI
                                                                  • Keeping personal information secure
                                                                    • Disconnection desired in age of tech dependence
                                                                      • Security is the most pressing concern
                                                                        • Privacy concerns driven by security threats
                                                                          • Consumer segments reveal unique targets
                                                                          • Feelings toward Emerging Technology

                                                                              • Curiosity overpowers concern
                                                                                • Figure 14: Feelings toward emerging technology, September 2017
                                                                              • Men more likely to look positively on future tech
                                                                                • Figure 15: Feeling toward emerging technology – Select items, by gender, September 2017
                                                                              • iGens enthusiastic for the most part
                                                                                • Figure 16: Feeling toward emerging technology – Select items, by generation, September 2017
                                                                              • Black, Hispanic consumers see joy in tech
                                                                                • Figure 17: Feeling toward emerging technology – Select items, by race and Hispanic origin, September 2017
                                                                            • Benefits of New Technology and the Digital World

                                                                                • Education could boost number of early adopters
                                                                                  • Figure 18: Attitudes toward innovation, September 2017
                                                                                • Quality more important than quantity
                                                                                  • Figure 19: New technology purchase attitudes, April 2016-May 2017
                                                                                • Online personas supplement, not substitute personal interactions
                                                                                  • Figure 20: Attitudes toward online connection, September 2017
                                                                                • Younger adults find new tech, online interactions easier
                                                                                  • Figure 21: Attitudes toward innovation and connection, by age, September 2017
                                                                              • Perceptions of Innovations

                                                                                  • Consumers want control over tech
                                                                                    • Figure 22: Correspondence analysis – Perceptions of innovations, September 2017
                                                                                  • Sectors of innovations
                                                                                    • Services
                                                                                      • Artificial intelligence
                                                                                        • Transportation
                                                                                          • AR and VR
                                                                                            • Figure 23: Perceptions of innovations, September 2017
                                                                                        • Trust in Artificial Intelligence

                                                                                            • As complexity increases, trust decreases
                                                                                              • Figure 24: Trust in artificial intelligence, September 2017
                                                                                            • Key demographics show markets for education
                                                                                              • Figure 25: Lack of trust in AI, by key demographics, September 2017
                                                                                          • Personal Information Trust

                                                                                              • Online services lack trust from public
                                                                                                • Figure 26: Personal information trust, September 2017
                                                                                              • Infrequent tech users most likely to distrust
                                                                                                • Figure 27: Lack of personal information trust, by key demographics, September 2017
                                                                                            • Dependence on Technology

                                                                                                • Disconnection important despite dependence
                                                                                                  • Figure 28: Dependence on technology, September 2017
                                                                                                • Men less likely to disconnect – but concerned with dependence
                                                                                                  • Figure 29: Dependence on technology, by gender, September 2017
                                                                                                • Parents fear reliance
                                                                                                  • Figure 30: Dependence on technology, by parental status, September 2017
                                                                                              • Issues with Technology

                                                                                                  • Three quarters most worried about security
                                                                                                      • Figure 31: Issues with technology, September 2017
                                                                                                    • Women worried about safety, men need availability
                                                                                                      • Figure 32: Issues with technology – Select items, by gender, September 2017
                                                                                                    • Age highlights different concerns
                                                                                                      • Figure 33: Issues with technology, by age, September 2017
                                                                                                  • Privacy and Security

                                                                                                      • Security fears drive privacy desires
                                                                                                        • Figure 34: Attitudes toward privacy and security, September 2017
                                                                                                      • Consumers claim to crave transparency
                                                                                                        • Figure 35: Attitudes toward company use of personal information, April 2016-May 2017
                                                                                                      • Young men less fearful of cyber attacks
                                                                                                        • Figure 36: Attitudes toward privacy and security, by age and gender, September 2017
                                                                                                    • Consumer Segmentation

                                                                                                        • Factors
                                                                                                            • Figure 37: Consumer segmentation, September 2017
                                                                                                          • Digital Daredevils (28%)
                                                                                                            • Demographics
                                                                                                              • Characteristics
                                                                                                                • Opportunities
                                                                                                                    • Figure 38: Consumer segmentation – Digital Daredevils, by demographics, September 2017
                                                                                                                  • Reliant Recluses (26%)
                                                                                                                    • Demographics
                                                                                                                      • Characteristics
                                                                                                                        • Opportunities
                                                                                                                          • Figure 39: Consumer segmentation – Reliant Recluses, by demographics, September 2017
                                                                                                                        • Aged Avoiders (25%)
                                                                                                                          • Demographics
                                                                                                                            • Characteristics
                                                                                                                              • Opportunities
                                                                                                                                • Figure 40: Consumer segmentation – Aged Avoiders, by demographics, September 2017
                                                                                                                              • Carefree Connectors (21%)
                                                                                                                                • Demographics
                                                                                                                                  • Characteristics
                                                                                                                                    • Opportunities
                                                                                                                                      • Figure 41: Consumer segmentation – Carefree Connectors, by demographics, September 2017
                                                                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                                                                    • Data sources
                                                                                                                                      • Consumer survey data
                                                                                                                                        • Abbreviations and terms
                                                                                                                                          • Abbreviations
                                                                                                                                            • Terms
                                                                                                                                            • Appendix – Correspondence Analysis

                                                                                                                                              • Methodology
                                                                                                                                                • Figure 42: Perceptions of innovations, September 2017
                                                                                                                                            • Appendix – The Consumer

                                                                                                                                                • Figure 43: Teen attitudes toward technology and the digital world, May 2012-17
                                                                                                                                                • Figure 44: Attitudes toward social media, April 2016-May 2017

                                                                                                                                            Companies Covered

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                                                                                                                                            Attitudes Toward Technology and the Digital World - US - November 2017

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