Microsoft has conducted a global survey of over 13,000 consumers about living digitally in 2015, exploring our changing relationships with technology, online worlds and brands.
- Game Changers: Consumers are redefining the "real" – 49% are more likely to engage with digital experiences that seamlessly integrate within their physical worlds. An always-on lifestyle is driving demand for "intelligently on" connectivity – more than three-fifths of consumers would be interested in tools that automatically filter content and messages.
Increasingly, consumers are becoming aware that brands benefit from their digital information. Many are starting to look for something in return – 49% say they know brands benefit from data, but they are unsure how to get a fair trade. See our reporting from the Wearable Technology Show 2015 for more.
- Performers: As digital profiles become part of their sense of self, consumers are demanding more control over their online narratives – 57% want to be able to choose how long shared information stays online. Growing numbers are looking for insights from their connected data – 43% say they are far more likely to use products and services that help them improve their lives using data.
- Explorers: Consumers' chance-filled online journeys are making them more open to new experiences. Almost half of those surveyed expect brands to help them discover new products and services.
They also look for new discoveries across social networks based around topics and activities such as motherhood or fitness – 55% said they are more likely to interact with brands when using these networks. Parents, millennials and wearable tech wearers show highest interest in such networks, as consumer groups. See our post about a niche family-networking app and our guide to Social Media Best Practice for more.