integrated reality

- 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


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


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


• 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


• 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


• 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


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


Open Ideas

May 2011

integrated reality

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