- Over half (57%) of Kiwis expect technology products and services to be designed in a way that enhances their health and wellbeing.
- 60 per cent of New Zealanders expect businesses to be using technology for greater good
- Most Kiwis (60%) will choose to do their shopping online in the next year
- There are still some concerns over the negative impacts of tech: over half (57%) of people globally believe the pace of change is too fast; 49 per cent of Kiwis believe technology has created a greater divide between the rich and poor.
- Compared to China and Brazil, Kiwis are not as confident that emerging technologies, such as robotics and AI, will create career opportunities locally in the next decade, with only 24% believing it will have a positive impact on jobs.
The latest Digital Society Index (DSI) survey by global marketing agency Dentsu Aegis Network reveals that people around the world have entered a new period of ‘tech-love’ during the COVID-19 pandemic.
The survey ran between March-April 2020 – the peak of the pandemic around the globe – and analysed the views of 32,000 people across 22 markets in terms of people’s relationship with technology, the knock-on effect on their well-being, as well as their connection with friends and family. As part of this study, over 1000 Kiwis were surveyed.
The study found that Kiwis place significant importance on their health and wellbeing, saying that their physical (61%) and mental (57%) health, as well as their relationships with family and friends (63%), is more important than financial stability (44%).
Almost a third of Kiwis (29%) feel more engaged with their loved ones and the world around them by using technology. Thirty percent cited that technology helps them to relax or feel happy.
Over half (57%) of Kiwis expect technology products and services to be designed in a way that enhances their health and wellbeing. Currently only 16 per cent of New Zealanders say they monitor their health through wearable fitness devices, however a third (34%) believe they will use technology to predict what will happen to their physical health in future. Beyond the pandemic, 47 per cent of Kiwis believe they will use some form of tech to measure their health daily.
Rob Harvey, CEO of Dentsu Aegis NZ, says: “We’ve been speaking with Kiwis from the outset of the pandemic, to better understand how they’re coping and what they’re feeling about the world around them.
“We’ve seen how their behaviours have shifted as the crisis unfolded. In the beginning, Kiwis turned to technology to find ways to connect with their loved ones and their community. We also went online to shop, exercise and to find entertainment. And we saw businesses react to this changing consumer behaviour. With gyms and sports on hold, a number of Kiwi businesses, personal trainers and sports clubs moved to an online model, to support a new indoor lifestyle.
“The study has shown that Kiwis have a clear expectation of technology to enhance their overall quality of life. This is an opportunity for business to focus efforts on well-tech, as the local market has a keen appetite for these particular products and services,” says Harvey.
The other side of the coin
While survey respondents said they feel more connected and are leading healthier lives with the support of technology, the global report warns of a longer-term trend of a ‘techlash’: a negativity felt towards technology.
Across the globe, 57% of people believe the pace of tech change is too fast and many also believe that technology has increased the gap between the rich and poor. In New Zealand, 49 per cent of people agree with this statement.
“While most people surveyed agree that technology is driving the inequality gap, we’re also seeing respondents feeling optimistic about the benefits of technology and its potential to solve some of our social and health problems,” says Harvey.
Opportunities for businesses
In New Zealand, 60 per cent of people are expecting organisations to use technology in a way that has a wider positive impact on the community. This is a sentiment felt across the world, with people in China having the highest expectation globally (84%).
The challenge for businesses today is understanding how consumer behaviour will endure beyond the immediate demands of the crisis and what might fall away over time.
“As we move through each stage of the pandemic and the consequential recession, businesses need to be aware of the impact this major life event is having on their customers. They need to be considering how technology can support their business and enhance their customer experience.
“With 44 percent of Kiwis stating they find it intrusive to be served personalised ads, we need to be constantly sense checking whether our use of technology is relevant to the current life experience of our customers and improving their life in some way. Otherwise brands risk being seen as out of touch and out of date and turning their customers away,” says Harvey.