Amdocs announced results of a global study into the “digital DNA,” behavior and expectations of today's teenagers (15-18 years old). The study reportedly reveals a fragile relationship between communications service providers and teens. The study surveyed 4,250 respondents in that age group from the U.K., U.S., Canada, Brazil, India, Germany, Russia, Mexico, Philippines and Singapore.
Just around12 percent of teenagers feel service providers understand their lifestyle and offer services to match it, according to the research. A third of respondents report experiencing poor customer service from their provider over the past year, and 46 percent say they will not use that company again. Also, 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 sociologist Dr. Paul Redmond.
Teens in the survey indicate they want constant Internet connectivity, with respondents saying they are more likely to feel anxious and alone if separated from the Internet (56 percent) than when separated from their family (52 percent). The value of Internet access is so significant that the majority (55 percent) strongly believe fast Internet access to be a human right, according to the study.
"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," Chris Williams, head of global marketing for Amdocs, says. "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.“
Williams believes service providers need to establish and build teen affinity now, exploring new monetization models to address the demand for free content and adopting engagement strategies that provide immersive experiences.
“Whether or not service providers will succeed in adopting these new models will determine their ability to remain relevant in future societies and economies,” he concludes.