June 6, '18
Technology isn’t just an important part of our daily lives – it is the underlying narrative for every major story.
Every day tech companies play some part in the front-page stories.
And not always for the right reasons.
People are starting to ask questions after major disruption across virtually every industry.
Tech brands are facing unprecedented and interlinking challenges. From extremist content and radicalisation, to automation, job destruction and the impact on political discourse.
It was against this backdrop that we decided to try and understand what these changes mean for technology companies and how it impacts the way they should operate.
To achieve this we spoke to a smart and connected audience.
We wanted to understand the place technology brands occupy in these people’s thinking, but also the attributes of those brands based on the way they communicate.
Finally we’ve provided our thoughts on how tech firms should approach their communications in this brave new world.
The results show how this vibrant sector can continue to shine, and how the brands within it can keep engaging the people they need to reach.
We hope you enjoy reading.
Louie St Claire
Group CEO, Harvard
More than half of us (57%) say a technology brand is our favourite brand. And virtually everyone is now a tech user and consumer - a fact reflected by almost 9 in 10 (86%) saying tech brands are as well-known as the likes of H&M and Coca-Cola.
Positivity about tech companies is directly connected to the usefulness of their products and services - indeed, 83% believe it is more important for a technology brand to be useful than liked.
Today's smart and connected audience want to be involved, every step of the way. And let's be clear, for many, this isn't a request, it's a demand.
When it comes to new product development, 60% think technology brands should ask the public for input when developing new products.
There is a desire for more active engagement amongst our connected consumers. When we asked what kind of event - anything from hackathons to concerts, hosted or sponsored by a tech company - our connected audience would like to attend more than 7 in 10 (72%) say they would prefer to attend one with at least an element of challenge.
Users themselves are not especially loyal, however, only 57% claim to be loyal to any brand at all. Even with that loyalty declines with age.
Whilst half of 16 to 24s say they only buy technology from one specific company, less than one in five (17%) of over 55s say the same.