There is no fooling then now... Youth look to basic phone functions first.

Mike Grenville,160Characters Association, 27th November 2003

To engage young people, technology companies need to develop solutions based on a richer understanding of needs and not just base innovations on a tacit assumption that “young people love technology” a UK study of 15-24 year olds by ROAR has found.

And on the heels of the failure of 3 to meet it's 1 million customers by Christmas target is the finding that only 21% of the study group would even consider a 3G phone in the next 12 months.

CONSUMER SAVVY YOUTH CYNICAL ABOUT NEW TECHNOLOGY

In 1999 research companies repeatedly found young people to be of the opinion that “something big is happening, we are standing at the edge of the future, technology is all important, technology is the future.” Young people were driving sales and mobile phone companies paid up approximately £23 billion for licences to operate third generation phone technology in the UK.

Whilst one in five mobile owners in the UK is aged 15-24, recent research conducted by the ROAR consortium questions, if not rocks assumptions that young people think technology is progress and are prepared to adopt new gadgets indiscriminately.

Findings released by the ROAR consortium based on extensive qualitative research including placement and deprivation exercises, in depth interviews and focus groups as well as interviews with 1063 nationally representative 15-24 year olds show young people are not as embracing of developments in new technology as many marketing professionals might assume.

 Whilst 96% of 15-24s now have a mobile phone, only 6% have a 3G phone.

 A significant 79% neither own nor intend to own a 3G phone within the next 12 months.

Does this indicate a sea-change in young people's appetite for new technology?

Today's generation is demanding of technology and hard to impress. In their formative years, radical steps forward – such as making mobile phone calls, surfing the web and sending email, have been the norm. Today's youth wants personalised media and expects products and services to be totally tailored around them. Older generations may remember having to adapt themselves to imperfect and faltering technology but highly consumerised youth have grown up with ease and standardisation of Windows/Nokia. They simply disregard hard to work, irritating technology.

Is new technology in danger of losing its buzz?

19 year old Simon from Manchester summarises:
“First of all you had half the net disappearing – going bust. Then WAP - I mean, where's that now, you've got picture messaging that doesn't work, 3G hardly looks like a success. It's difficult not be cynical.”

Young people have seen the success and failure of specific products but don't believe they've seen a major step forward that has worked in recent years. Three of the major tech releases of recent times (WAP, MMS and 3G) have been launched before they can be used optimally. One disgruntled youth explains; “Everything is hyped and that makes it seem old but nothing seems to work yet. You hear about it but can't do it properly.”

It seems new ideas are viewed simultaneously as old news; “people have been talking about video phones for ages and they must have been out for months now, it's not exactly exciting,” and yet, part of the future. 22 year old Isabella studying at Newcastle University explains; “In a couple of years when it's all working I'm sure I'll be using them (3G phones), but I'm not going to pay the money for crap service now.”

This presents technology companies with a new challenge. In order to engage young people, technology companies need to develop solutions based on a richer understanding of needs and not just base innovations on a tacit assumption that “young people love technology.” Instead of simply being first to market with new functionality, companies should concentrate on adding to, rather that compromising basic functionality.

It seems that a growing number of youngsters today believe it is now no longer cool to be an early adopter. There has been a 90% increase year on year of young people who strongly disagree with the statement “I'm usually the first to get new technology”. Up from 9% in 2002 to 19% in 2003

Brian from Brighton is not alone when he explains: “No one wants to be the sucker who pays out on something that is another WAP or whatever.”

Research and development departments rather than introducing technology for its own sake should focus on introducing technology products that solve a problem and make life easier. One particular brand that seems to understand what young people want from technology is Apple. Apple's iPod MP3 system is both a portable music player that is aspirational and easy to use.

Equally the successful functionality and design of technology products produced by Sony and Nokia means that these brands both hold huge credibility with young people. As Dan from London said; “If Nokia brought out a 3G phone you'd think there would be something on there worth trying.”

Technology doesn't need to be that technological to be popular. In ROAR's focus groups, the respondents were more likely to spontaneously name GHD hair straighteners as their favourite item of technology than their mobile phone. Surely it is time that technology companies rethink their first to market approach. Young people are not abandoning technology they simply want technological solutions to fulfil their needs.

THERE IS NO FOOLING THEM NOW … YOUTH LOOK TO BASIC PHONE FUNCTIONS FIRST

A mobile phone is so central to the lives of young people that technology companies wishing to market new devices with added functionality must ensure that new “improved” models still operate smoothly as a phone. Whilst SMS text messaging has been a huge success with this particular age group there is huge frustration with technological updates that do not give optimum performance such as 3G, MMS and WAP technology.

Young people have grown up with high functioning phones. They are simply not prepared to replace them until something equally functional is available.

22 year old Greg explains; “My Nokia has a stand by time of about 2 weeks. This (3G phone) barely lasts two minutes.”

Is it perhaps for this reason that 3G as a service and 3 as a brand has not completely captured the imagination of the youth market?

One 19 year old explains: “There is some quite interesting stuff on there – the goals, the video clips and calls – but there's no way I'd get one until they sort the phone side of it out.”

Young people do not want to risk investing in technology which might not deliver.

Liz studying at Art College explains; “It's pointless launching a phone that doesn't work as a phone – you'd have to carry two handsets with you, have two contracts.”

Findings published by the ROAR consortium based on extensive qualitative research including placement and deprivation exercises, in-depth interviews and focus groups as well as interviews with 1063 nationally representative 15-24 year olds show young people would rather wait until new technology can be guaranteed to deliver on its promises before they will invest in them. Many are adopting a “wait and see” policy when it comes to 3G. 79% of 15-24 year olds neither own nor intend to own a 3G phone within the next 12 months

Video calling and messaging mean that youth will have to learn a new vernacular and at present find it slightly uncomfortable.

24 year old Joanna said; “My brother in law has 3 already, so I was video calling him, and it is funny we get on really well normally, but those calls felt a bit awkward.”

Most 15-24 year olds feel that the ability to use the visual aspect of the video calling and messaging can be both unnecessary and unwelcome. They feel more pressurised to tell the truth and worry about their appearance.

During a two week trial period of 3G handsets the ROAR consortium found that although most 15-24 year olds were initially impressed by some of the media content found on 3 they tended to be less enamoured by the end of the trial.

One male respondent said: “You did think wow premiership goals – and it was quite cool being able to get them first of all but even though it was free I wasn't bothering to do it that much.”

When there are faster and easier means of accessing the content currently provided on a 3G handset can 3 really compete against this climate of media saturation?

The research highlighted a way forward for 3G technology. While there are obvious issues with the basic functionality of the phone, there are also lessons to be learned from other areas of technology. Young people want to be able to share the media content they download and 3G doesn't allow them to trade movie clips with each other, making the experience more solitary. Similarly, it gives young people no options for customisation: they can not make it their own.

Similarly, 3 could learn from the likes of Sony, Nokia and Apple companies which have earned the trust and respect of many 15-24 year olds creating products that are easy to use and fit well in their lives. These brands have been innovators and are known for producing products that operate effectively. Young people aspire to own these brands. Toby from Milton Keynes said; “I'd buy a Sony minidisk, cos they invented them, they know what they're doing.”

3 however does not yet have this following as in the eyes of young consumers they have no track record. Youth today are less willing to pay for new technology until they have proof that it comes from a reputable brand that produce products that both work and look good.

A 22 year old male said; “I'm going to wait until people like Nokia and Orange are involved – then it might be worth putting the effort in.”

3 can learn from this: a strong brand and a proven track record means everything to these young consumers. Failed technology launches have lead to more scepticism and a greater degree of conservatism within the age group. More and more technology companies will have to go that little bit further in reassuring their target audiences and making sure that their technologies really deliver before they go to market.