Amdocs, a provider of customer experience solutions, has announced the results of a global study into the digital DNA, behaviour and expectations of today’s teenagers (aged 15-18 years old). The study reveals a fragile relationship between communications service providers (CSPs) and teens, and the role digital technology will play in the lives of a generation who see their future as digital beings as much as human beings.
According to the study, only 12 per cent of teenagers feel service providers understand their lifestyle and offer services to match it. 30 per cent report experiencing bad customer service from their CSP over the past year, and 46 per cent say they will not use that CSP again. A third of respondents then shared this information with families and friends.
The study, commissioned by Amdocs, was conducted by Vanson Bourne, a technology market researcher provider, and advised by leading generational expert and sociologist Dr. Paul Redmond.
Additional key findings unveiling teens’ unique digital DNA and what services they want:
“It’s fascinating how ‘digital’ is defining how teens are viewing both themselves and others, how they express themselves, how they learn,” said Dr. Paul Redmond. “They require constant access and connectivity, and consume content differently than older generations. This is a ‘free content’ generation who love streaming and have no need for ownership, calling upon service providers to look into new business models that can improve teen affinity to their brands.”
“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,” said Chris Williams, head of global marketing for Amdocs. “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 monetization 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.”
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