Intel research reveals changing tech advocates

NEW DELHI, INDIA: A new study commissioned by Intel Corporation and conducted by Penn Schoen Berland examining global attitudes towards technology innovation challenges existing perceptions on technology champions and hotspots. The research reveals millennials (age 18 to 24) are the least enthusiastic about technology today but optimistic for future technology that delivers a more personalized experience, while women in emerging markets are the most optimistic about innovations in technology.

Millennial Malaise: Young Adults Want More Personal Put in Computing

The "Intel Innovation Barometer" reveals millennials globally show a stark contrast to their reputation as digital natives who can't get enough technology in their lives. A majority of millennials agree that technology makes people less human and that society relies on technology too much. In India, 47 percent of millennials believe that technology makes us less human, and a full 63 percent think society relies on technology too much.

HIGHLIGHTS

· Six out of 10 millennials say people are over-reliant on technology and believe it makes us less human, and more than a third (36 percent) desire technology that is more personal and knows their habits.

o In line with the beliefs of emerging markets, 47 percent of Indian millennials believe that technology makes us less human, and a full 63 percent think society relies on technology too much.

· In exchange, millennials are willing to share their digital information with others.

o India's millennials are slightly more willing than U.S. millennials to share personal information, with 72 percent willing to share their birth date, 55 percent GPS records and 56 percent purchase history

· Globally, women over the age of 45 are more likely than younger women to advocate for technology, say we don't use it enough and believe it contributes to a country's well-being.

· Higher income individuals worldwide are more likely to share their information anonymously and allow monitoring of their work habits.

However, Indian millennials, along with millennials around the world, also believe technology enhances their personal relationships (70 percent). Additionally, compared to global counterparts, Indian millennials are even more optimistic that innovations will positively impact education (67 percent), transportation (55 percent) and healthcare (52 percent). This generation is also slightly more willing than their oldest cohorts to anonymously share personal information if it helps to improve experiences, and Indian millennials in particular are slightly more willing than U.S. millennials to share their birth date (72 percent), GPS records (55 percent) and purchase history (56 percent).

"At first glance it seems millennials are rejecting technology, but I suspect the reality is more complicated and interesting," said Dr. Genevieve Bell, anthropologist and director of Interaction and Experience Research at Intel Labs. "A different way to read this might be that millennials want technology to do more for them, and we have work to do to make it much more personal and less burdensome."

Millennials want future technology to make life better, more simple and fun. Eighty-six percent believe technology innovation makes life simpler, and more than one-third think technology should know them by learning about their behavior and preferences. A high 91 percent of Indian millennials believe technology innovation makes life simpler, though only 35 percent think technology should know them by learning about their behavior and preferences. Millennials want experiences that help them stay in the moment and be their best selves.

Women Carry the Tech Torch

The survey revealed that older women and those living in emerging markets are enthusiastic about the role of technology in their lives. Globally, women over 45 years of age are more likely than younger women to say that we don't use enough technology. They are also likely to say that technology makes us more human (45 percent) and allows us to deepen our relationships (72 percent).

These female tech fans are even more pronounced in emerging markets such as China where more than seven out of 10 women over the age of 45 believe we don't use technology enough. India and China are the countries with highest levels of optimism amongst the older population and the only countries where older women's optimism is greater than older men's.

Women in emerging markets would be willing to embrace technologies to improve their experiences: software that watches their work habits (86 percent), personalized education experiences to improve students' study habits (88 percent) and even smart toilets that monitor their health (77 percent). Women in India across ages believe innovations will drive better education (59 percent), transportation (49 percent), work (45 percent) and healthcare (46 percent). Furthermore, women in India would be willing to embrace technologies others may consider to be too personal to improve their experiences: software that watches their work habits (90 percent), personalized education experiences to improve students' study habits (93 percent) and even smart toilets that monitor their health (78 percent).

"Women historically have become avid users of technology when that technology solves a problem, helps us organize our lives and that of our families, as well as aids us in saving time and time shifting," added Bell. "I have to wonder whether what this data says is that women are optimistic because they see technology innovation that is starting to deliver on the promise of better fitting into the rhythms of our days, helping with our specific concerns and needs, and creating new compelling experiences that women and men alike will find valuable."

Digital Affluence and Data Sharing

The research revealed that those with the most are willing to give the most when it comes to personal data. Individuals with high incomes are the most willing to anonymously share personal data, such as results of lab tests or travel information. They are also the most likely to own technology devices and engage with technology on a regular basis.

However, the research revealed that it is possible to incentivize sharing by showing the specific benefits. For example, when asked if they would share personal information to lower costs of medications, the number of low-income Indian consumers previously unwilling to share their data dramatically increases from 70 to 82 percent.

While showing personal benefits is the most compelling way to close the gap between those who will share and those who won't, even showing societal benefits such as improved health treatments or lower costs of commuting helps to make the case for sharing.

"The need for us to show personal meaning and relevance has never been more important for the technology industry," concluded Bell. "Listening to what people really want and creating technologies that adapt to a wide variety of personal experiences is the future of technology."

Intel Innovation Barometer: Key Findings

Millennials Get Tough on Today's Tech

· 63 percent of Indian millennials feel society relies on technology too much and makes us less human (47 percent).

· More than a third (35 percent) of Indian millennials think technology should learn about their behavior and preferences when they use it.

Women Carry the Torch for Tech

· Globally, Indian women over 45 are most positive about technology making us more human: 77 percent of Indian women over 45 say: "Technology makes us more human", compared to 45 percent of all respondents globally.

· 67 percent of Indian women over 45 agree with the statement that "I like to keep up with technological advancements and always have the newest devices" compared to 9 percent of French women over 45, 11 percent of U.S. women over 45.

· Women in India believe technology will drive better education (54 percent), transportation (50 percent), work (42 percent) and healthcare (42 percent).

Digital Affluence and Data Sharing

· Eighty-eight percent of high-income Indians would share anonymous personal information, such as lab tests and health monitoring, in order to support research, compared with 71 percent of individuals with mid-level incomes and 70 percent of those with lower incomes.

· When asked if they would share personal data in exchange for lower costs of medications, the percentage of lower income individuals who agree jumps to 82 percent.

· In general, individuals with higher incomes are more willing to let an application learn about their work habits to help make them more efficient, however this does not hold true in India, where 87 percent of individuals with high incomes and similarly 88 percent of those with low incomes would do so.

Survey Methodology

This survey was conducted online by Penn Schoen Berland on behalf of Intel in Brazil, China, France, India, Indonesia, Italy, Japan and the United States from July 28 to Aug. 15, 2013. It was conducted among a representative sample of 12,000 adults ages 18 and older with a margin of error of plus or minus 0.89 percentage points. For additional information on the Intel Innovation Barometer visit www.intel.com/newsroom/innovation.