One of the legacies of the COVID-19 pandemic is the more harmonious relationship people are having with technology, which has led many companies to accelerate the digitalization of their services. A Dentsu Aegis Network survey with 32,000 respondents from 22 countries analyzes how this phenomenon has contributed to a more positive interaction with digital interfaces.
The report shows how people are more willing to use digital products and services compared to last year: 74% are more likely to use financial applications; 72% to shop online; 72% to listen to music through streaming services; 69% to watch TV through streaming services; 49% to use an app to call a cab.
In the survey, the respondents selected the main impacts technology has had on their health and well-being. The most frequently mentioned effects are all positive: technology brings people closer to friends and family; it helps them relax and offers pleasant moments; it promotes knowledge and the development of new skills; and it helps people monitor their health.
Of course, there are still issues and some resistance to overcome. Among the negative effects of technology, respondents mentioned the difficulty to disconnect; the deterioration of relationships with other people; and online bullying, among others.
In order to be able to tap into this rise in the use of technology during the pandemic, the study points out some key strategies, among which we highlight:
. Utility - brands must use technology to help people improve their living conditions and make their day to day easier - mainly with regard to health and well-being, issues that have become more pressing among consumers since the pandemic.
. Availability - brands need to be available, but not ubiquitous. The study revealed that 4 out of 10 people consider personalized advertising to be invasive - which is a warning about the way brands work with engagement and personalization.
. Immersive experiences - with the development of technologies such as AR and VR and increased access to these resources, brands must explore these technologies to better understand their customers and provide increasingly complete, engaging and accurate experiences.
. Brand-building: as brands develop their e-commerce operations, they need to find ways to stand out and provide human and positive experiences through digital channels - in tune with consumer expectations regarding authenticity, empathy and personal engagement.
. Security - as digital consumption increases, so do threats to privacy and customer data management, forcing brands to make more and more efforts to ensure secure environments and transactions. There is also a growing demand to fight misinformation.
The arrival of 5G, the fifth generation of mobile technologies, will have a huge impact on the consumption of digital products and services and on the development of positive and long-lasting relationships between brands and their customers, using technology. Verizon Media offers sophisticated and inventive solutions in immersive experiences to help brands explore all the possibilities with ownership, creativity and safety. The company, which is a pioneer in the deployment of the 5G network in the United States, has a chain of 5G studios around the world: the Verizon Media 5G Labs, which are spaces to innovate and explore emerging technologies, focusing on increasingly powerful and sustainable connections between brands and people.