Fuel for Brilliant DECISIONS
OVERSUPPLY The impact of abundance on our excitement, anticipation and value of what we consume, acquire and experience. Derek Jones - Managing Director, D&M research
PRINCIPLE OF SCARCITY - Did we appreciate things more when they were more scarce? In fundamental economic theory, scarcity relates to supply and demand. Basically, the less there is of something, the more valuable it is. The more rare and uncommon a thing, the more people want it. - Dr Robert Cialdini – The Science of Persuasion
Makes a grown man cry to remember this ad at a time when we used to ring Holland and the whole family would sit around the table with the phone in the middle of it. The tension was immense. Ring ring! "Met Ivo!" Then the tears would fall. Screams! Laughter! The joy! Little things like that meant so much. It was a different time.ďťż YouTube Comment
2014 AMSRS National Conference
THE BIG IDEA
2014 AMSRS National Conference
LIFE MOMENTS MEASURED
More abundant as a result of changes in Society
More abundant as a result of Technology
Taking Photos
Gaming
Movies
Int’ Sports
OS Holiday
Family Holiday
Kids Gifts
Kids TV
Dinner Out
Kids Awards
Bikes, Scooters
Kids Activities
Dance
1st Crush
Team Win
Accessing News
TV Series
Aussie Sports
Music
Abroad
In Touch
Long Distance
Impact on Generations
CONTROLS
2014 AMSRS National Conference
A Lot Less=-100 A Lot More=+100
THE PROLIFERATION OF STUFF: Changes in Technology
Taking Photos AVG = +60
Accessing News
Video Games
Watching TV
Watching Movies AVG = +44 AVG = +42
‘Holiday’ News
AVG = +36
AVG = +35
A LOT MORE
A LOT MORE
AVG = +40 A LOT MORE A LOT MORE
A LOT MORE
A LOT MORE
35%
42%
32%
27%
24%
54%
Abroad
AVG = +34 A LOT MORE
31%
Technology has clearly impacted the frequency with which we experience many of life’s moments
In Touch Aussie Sports
AVG = +30 A LOT MORE
25%
AVG = +26 A LOT MORE
18%
Music Collection AVG = +22
About the Same (0)
A LOT MORE
24% Source: n=1,000 Australian Adults
2014 AMSRS National Conference
10=A lot of ‘Enjoyment’ 1=No ‘’Enjoyment’
EXCITEMENT / ANTICIPATION (TECH) – X MORE ABUNDANT (TOP 3) Taking Photos +60
Accessing News +44
Loading & looking at photos taken on a digital camera
7,3
Looking at photos taken on a smart phone or tablet
Accessing written news on a computer or laptop
7.0
Picking up developed photos 2
3
4
5
6
7
6,2
Reading printed newspapers
6.4 1
6,3
Accessing written news on a smartphone or tablet 8
5,9
9 10
1
2
3
4
5
6
7
8
9 10
Video Games +42 Playing video games on a portable device / smart phone/…
In fact we tend to enjoy even more those activities that are now the most abundant due to technology! Could it be that they’re better! . . . well not always!
5,6
Playing video games on a gaming console
5,3
Playing video games in an arcade
4,5 1
2
3
4
5
6
7
8
9 10
2014 AMSRS National Conference Source: n=1,000 Australian Adults
10=A lot of ‘Enjoyment’ 1=No ‘’Enjoyment’
EXCITEMENT / ANTICIPATION (TECH) – But Scarcity Does Apply to …
Watching TV Series +36
Watching Movies +35
Waiting and watching a TV series on the time it is shown
6,9
Watching a TV series on VHS,DVD or Blu-ray
Going to the flicks or movies Watching a movie at home on VHS, DVD or Blu-Ray
6,6
Downloading or streaming a TV series online anytime
2
3
4
5
6
7,0
Digitally downloading or streaming a movie
6,2 1
7,3
7
8
9 10
Aussie Sport +26
Holiday ‘News’ +40
6,0 1
Watching your favourite Australian sport live on TV
6,9
Getting a phone call from someone away
Going to a game of your favourite Australian sport
6,8
Receiving a postcard from someone away
Watching your favourite Australian sport on demand 2
3
4
5
6
3
4
5
6
7
7
8
9
10
…. we still ‘enjoy’ more watching TV at the time shown, going to the Flicks, watching Sport live, and getting a phone call from someone away. Source: n=1,000 Australian Adults
8
9
10
7,2
6,9
Reading a post on social media from someone away
5,8 1
2
6,6 1
2
3
4
5
6
7
8
9
2014 AMSRS National Conference
10
10=A lot of ‘Enjoyment’ 1=No ‘’Enjoyment’
EXCITEMENT / ANTICIPATION (TECH) – But its not universal Playing Music +22
Staying in Touch +30
Playing a newly downloaded song or album
6,8
Playing a new cassette or cd
Opening an email with news from family or friends
6,4
Playing a new vinyl record
Getting news from family or friends via a text/sms
5,4 1
2
3
4
5
6
7
7,6
8
9
10
7,2
Opening a handwritten letter from family or friends
7,1 1
2
3
4
5
6
7
8
9
10
Long Distance +34 Video calling family or friends long distance via Skype, Face-Time or…
Playing Music, Staying in touch and communicating Long Distance all favour newer and more prolific technologies
6,7
Calling family or friends long distance on a mobile or smart phone
6,7
Calling family or friends long distance via a trunk or STD call
6,5 1
2
3
4
5
6
7
8
9
10
2014 AMSRS National Conference Source: n=1,000 Australian Adults
10=A lot of ‘Enjoyment’ 1=No ‘’Enjoyment’
EXCITEMENT /ANTICPATION x TECH TIMELINE 10
← OLDER TECHNOLOGY : NEWER TECHNOLOGY →
9 8 TREND
7 6 5
7,3 6,8 6,9 7,1
6,4 6,5
6,2
6,9 6,9
7,2 6,3 6,6
6,4
5,4
7,6 7,0 7,2 7,3
5,3
6,0 6,2 5,6 5,8 5,9
7,0 6,6 6,7 6,7 6,8
4,5
4 3 2 1
But enjoyment hasn’t really increased over the technology time – on average we enjoy things the same! Source: n=1,000 Australian Adults
2014 AMSRS National Conference
10=A lot of ‘Enjoyment’ 1=No ‘’Enjoyment’
GENERATIONAL DIFFERENCES – TOP 3
Digital Camera Smart Phone / Tablet Developed Photos
8
8
6
7,3 7,0
7,0
7,0
7
6,5
5 Builders (<1943)
6,7
6,4
5,5
4
6,4
6,3 6,2 6,1 5,9
5
5,4
(1943-1961)
GEN X (1962 -1981)
GEN Y (1982 -1999)
3
3
2
2
1
Builders (<1943)
5,7 5,5
5
5,9
Baby Boomers
6,6 6,6
6
Baby Boomers
GEN X (1962 -1981)
GEN Y (1982 -1999)
(1943-1961)
Digital photos rule, newspapers enjoyed more by older, and least by youngest – but PC/Laptop universally enjoyed, while all enjoy gaming more on portable devices! Source: n=1,000 Australian Adults
5,6
4,9
4,7
4
4,1
6 6,0
6,5
7,1
6,5
6,4
8
7,6
7,5 7,2
Portable device / smart phone/ tablet Gaming console In an arcade
News on a PC /Laptop Printed Newspapers News Smartphone / Tablet
7 7
Video Games +42
Accessing News +44
Taking Photos +60
3,7 3,3
3,0 2,6 2,5
1 Builders (<1943)
Baby Boomers (1943-1961)
GEN X (1962 -1981)
GEN Y (1982 -1999)
10=A lot of ‘Enjoyment’ 1=No ‘’Enjoyment’
WHEN THINGS WERE BEST: Interaction of Generation & Technology Hearing from Family & Friends on Trips Baby Boomers (1943-1961)
Watching Movies
Watching TV Baby Boomers
Hearing from Family / Friends Abroad
GEN Y
(1943-1961)
Baby Boomers
(1982 -1999)
7.72
Staying in Touch
7.22
(1943-1961)
(1982 -1999)
7.26
7.06
7.09
Watch Aussie Sports
GEN Y
7.06
Build a Music Collection
GEN X
GEN Y
(1962 -1981)
(1982 -1999)
Baby Boomers (1943-1961)
7.58
7.26 8.02
7.27
2014 AMSRS National Conference Source: n=1,000 Australian Adults
MORE TECH GENERATIONAL DIFFERENCES – Significantly higher
Builders (<1943)
Newspapers
Baby Boomers
Generation X
(1943-1961)
(1962 -1981)
Communications
Sports
10=A lot of ‘Enjoyment’ 1=No ‘’Enjoyment’
Generation Y (1982 -1999)
Gaming & Entertainment
Life-stage impacts generational differences with Builders defined by Newspapers, Baby Boomers by any sort of Communications with family and Friends, Gen X by Sports per se, old school Gaming and Video calls, and Gen Y by enjoying Gaming per se, & Music & downloaded / digital Entertainment,
2014 AMSRS National Conference
TECHNOLOGY – Impact of proliferation on ‘enjoyment’
ABUNDANCY DOES NOT NECESSARILY DIMINISH OUR ENJOYMENT •
Its clear that many of life’s moments are now far more abundant
•
Technology can make things better – even if more frequent
•
But we still enjoy some things more the old way
•
In fact enjoyment over the technology timeline has actually remained relatively stable
•
But what about things that are more abundant due to Society – how have these impacted enjoyment by different generations.
2014 AMSRS National Conference
THE PROLIFERATION OF STUFF: Changes in Society International Sports
OS Holidays
CONTROL Watching your team win
A Lot Less=-100 A Lot More=+100
Family Holiday
Kids Presents
Kids TV
Out for Dinner with Kids
AVG = +13 AVG = +17 AVG = +36
A LOT MORE
26%
New Bike, Scooter, Skateboard
A LOT MORE
A LOT MORE
28%
10%
Team Sports, Art or Music Lessons
AVG = 0 A LOT MORE
A LOT MORE
10%
11%
13%
Seeing someone you have a crush on
About the Same
AVG = +12
11%
AVG = +14
A LOT MORE
A LOT MORE
School Awards
AVG = +14
AVG = +13
AVG = +34
Dancing as a young adult
A LOT MORE
16%
A LOT MORE
14%
Society changes have also impacted the frequency with which we experience many of lifeâ&#x20AC;&#x2122;s moments
(0) A LOT MORE
6%
AVG = -1
A LOT MORE
4%
AVG = -4
A LOT MORE
9%
AVG = -13
2014 AMSRS National Conference Source: n=1,000 Australian Adults
10=A lot of ‘Enjoyment’ 1=No ‘’Enjoyment’
EXCITEMENT / ANTICIPATION (SOCIETY) – Scarcity DOES apply to ... CONTROL Team Winning +17
Kids presents +14
Gen Y (1982 - 1999)
Gen Y (1982 - 1999)
8,2
Gen X (1962-1981)
8,9
Builders (Pre 43)
New Bike, Scooter, Skateboard 0
7,5 7,9
Builders (Pre 43)
6,9
7,2 0 1 2 3 4 5 6 7 8 9 10
0 1 2 3 4 5 6 7 8 9 10
Dance (young adult) -13
6,9
Gen X (1962-1981)
7,8
Boomers (1943-1961)
7,8
Builders (Pre 43)
7,4
Gen X (1962-1981) Boomers (1943-1961)
7,3
Builders (Pre 43)
0 1 2 3 4 5 6 7 8 9 10
Gen Y (1982 - 1999)
7,5
Boomers (1943-1961)
8,4
Gen Y (1982 - 1999)
6,7
Gen X (1962-1981)
8,5
Boomers (1943-1961)
School Awards +12
6,9 0 1 2 3 4 5 6 7 8 9 10
Gen Y (1982 - 1999)
6,7
Gen X (1962-1981)
6,8
Boomers (1943-1961)
Dance is a curious one because it has actually become more scarce ?
7,6
Builders (Pre 43)
7,1 0 1 2 3 4 5 6 7 8 9 10
‘Kids presents’, School Awards, and Dancing as a young adult all appear to be enjoyed more by older generations when things were more scarce or frequent. Source: n=1,000 Australian Adults
2014 AMSRS National Conference Source: n=1,000 Australian Adults
10=A lot of ‘Enjoyment’ 1=No ‘’Enjoyment’
EXCITEMENT / ANTICIPATION (SOCIETY) – BUT Scarcity does NOT apply to…
International sports +36
Gen Y (1982 - 1999)
5,8
Gen X (1962-1981)
6.3
Boomers (1943-1961) Builders (Pre 43)
5,8 4,8 0 1 2 3 4 5 6 7 8 9 10
OS Holidays +34
Kids TV +13
Gen Y (1982 - 1999)
8,3
Gen X (1962-1981)
7,8
Boomers (1943-1961)
7,0
Builders (Pre 43)
5,9 0 1 2 3 4 5 6 7 8 9 10
Gen Y (1982 - 1999)
7,0
Gen X (1962-1981)
6,8
Boomers (1943-1961) Builders (Pre 43)
4,7 6,6 0 1 2 3 4 5 6 7 8 9 10
But OS Holidays and Kids TV, both of which are now more prolific are actually enjoyed more by the youngest generation
2014 AMSRS National Conference Source: n=1,000 Australian Adults
Source: n=1,000 Australian Adults
10=A lot of ‘Enjoyment’ 1=No ‘’Enjoyment’
EXCITEMENT / ANTICIPATION – Where There is No Effect (Builders?)
Family Holiday +14
Dinner out as Kids +13
Gen Y (1982 - 1999)
7,9
Gen Y (1982 - 1999)
Gen X (1962-1981)
8,1
Gen X (1962-1981)
7,6
Boomers (1943-1961)
7,5
Boomers (1943-1961)
8,3
Builders (Pre 43)
7,7
Builders (Pre 43)
5,8 0 1 2 3 4 5 6 7 8 9 10
0 1 2 3 4 5 6 7 8 9 10
Team Sports, Art or Music Lessons -1 Gen Y (1982 - 1999)
7,2
Seeing your crush -4 6,9
CONTROL
Gen Y (1982 - 1999)
7,7
Gen X (1962-1981)
7,2
Gen X (1962-1981)
7,8
Boomers (1943-1961)
7,3
Boomers (1943-1961)
8,0
Builders (Pre 43)
6,6
Builders (Pre 43)
0 1 2 3 4 5 6 7 8 9 10
6,5 0 1 2 3 4 5 6 7 8 9 10
And there is virtually no effect (except tending lower for Builders) for these Life-moments. Source: n=1,000 Australian Adults
2014 AMSRS National Conference
SOCIETY – Impact of proliferation on ‘enjoyment’
THERE IS MIXED EVIDENCE THAT SOCIETY CHANGES LEADING TO PROLIFERATION LEADS TO LESSENING OF ENJOYMENT – AGAIN IT DEPENDS.
•
Changes in society also have led to the proliferation of certain life events although maybe not as much as thought.
•
But some things which are now more prevalent are actually enjoyed more by the current generation (Y) than their predecessors – things like OS holidays and Kids TV.
•
Although there is evidence of ‘being spoilt’ in areas like presents & awards lessening appreciation.
•
Other areas appear to be appreciated the same.
SO WHAT ARE THE NEW RULES OF SCARCITY? .
2014 AMSRS National Conference
Final Thoughts – Scarcity Sub-Rules The rule of scarcity does not apply universally to the enjoyment and thrill of life-moments. Where the rule may apply: There are areas where abundance seems to have diminished or spoilt the enjoyment for later generations – these include presents & school awards.
So how do we explain the impact of a more abundant world on enjoyment – there seems to be three clusters of findings which may be explained by some sub-rules of scarcity: . Sub-Rule #1: Principle of Technical Immunity: The proliferation of life-moment activity as a result of technology can lead to an enhancement of enjoyment if 1) the life-moment is already experienced reasonably often and there is a desire for more, and 2) The technology actually substantially improves the experience or utility of that activity
Sub-Rule #2:
Principle of Sustained Scarcity: The proliferation of a life-moment can lead to an enhancement of enjoyment when 1) the frequency of that activity remains relatively infrequent, and
2) the nature of that activity contains personal interaction
2014 AMSRS National Conference
Fuel for Brilliant DECISIONS
THANK YOU The impact of abundance on our excitement, anticipation and value of what we consume, acquire and experience. Derek Jones - Managing Director, D&M research