Gen Y and Z Webinar with Ben Page from Ipsos Mori and Seb Reeve

© 2014 Nuance Communications, Inc. All rights reserved.
21st Century Generations
How to Engage with Generations Y and Z?

© 2014 Nuance Communications, Inc. All rights reserved. 3
Seb Reeve
EMEA Director Products & Marketing, Nuance

Technology has
become an
integral part
of our daily lives…

Behaviour.

For those who
understand emerging
consumer behaviours
there are significant
opportunities for gain…

front back

Ben Page
Chief Executive, IPSOS Mori

Generation Z - 21st century girls & boys
Proportion of UK adult (18+) population from each generational grouping
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
Y (Born 1980 - 1999)
Z(Born 2000 on)
Pre-war
Baby Boomer
X (Born 1965 – 1989)

The first
true digital
natives

Global events have shaped Y & Z fears & aspirations
2002
2001
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
9/11 NYC
terrorist
attacks
Global
recession

Two thirds now have a smartphone by age thirteen
Source: Ofcom Children's Media Use and Social Attitudes, 2014
UK smartphone ownership by age of child (2014)

Social Interaction vs. Electronic Media Use
87 89 91 93 95 97 99 01 03 05 07
10
8
6
4
2
0
Hours/day
Year
Social interaction
Electronic media use

© Ipsos MORI | Version 1 | Public (DELETE CLASSIFICATION) Version 1 | Internal Use Only Version 1 | Confidential Version 1 | Strictly Confidential
Global Trends Survey | July 2014
26
THE CULTURE
OF NOW
78%
in China say they
are ‘constantly
looking at screens
these days’
The level of
interrupt, the
sort of
overwhelming
rapidity of
information…
is in fact
affecting
cognition.
Eric Schmidt,
Google

Whilst Tech is integral to their lives it comes at a cost
Source: 2014 JWT Intelligence Survey
63%
31%
26%
83%
66%
43%
36%
84%
65%
51%
44%
75%
I fear that technology is taking over
our lives
I'm starting to resent the fact that I
can never truly switch off because of
technology
Sometimes I'm so busy taking a
picture or video of something with my
mobile phone that I miss out on the…
We're losing some important human
qualities by spending so much time
immersed in technology
Y X Boomer
% agree – UK & US consumers

TECHNOLOGY TRACKER | QUARTERLY RELEASE: Q3 2014
Who uses it…
All 15-24 25-34 35-44 45-54 55-64 65+
Males 51% 83% 75% 55% 50% 33% 14%
Males AB 53% 95% 83% 61% 62% 36% 18%
Males C1 57% 83% 81% 60% 46% 34% 19%
Males C2 50% 80% 68% 54% 50% 34% 12%
Males DE 43% 76% 69% 41% 33% 25% 7%
28
% ACCESSING FACEBOOK IN THE PAST 3 MONTHS, BY GENDER AND SOCIAL GRADE IN
2013/2014
Base: circa 4,000 GB adults aged 15+: Q4 2013 / Q1 / Q2/ Q3 2014 Source: Ipsos MORI
Females 53% 85% 75% 65% 54% 38% 17%
Females AB 55% 88% 84% 55% 55% 44% 23%
Females C1 57% 89% 77% 69% 60% 47% 16%
Females C2 53% 86% 65% 73% 51% 34% 16%
Females DE 47% 79% 71% 54% 43% 24% 14%
80-100%50-79%0-49%

TECHNOLOGY TRACKER | QUARTERLY RELEASE: Q3 2014
WHO OWNS A SMARTPHONE
All 15-24 25-34 35-44 45-54 55-64 65+
Males 64% 88% 86% 79% 70% 48% 20%
Males AB 72% 90% 95% 93% 87% 61% 29%
Males C1 71% 89% 89% 82% 64% 55% 29%
Males C2 62% 82% 84% 80% 69% 46% 12%
Males DE 48% 78% 79% 53% 44% 22% 10%
29
% OWN A SMARTPHONE BY GENDER AND SOCIAL GRADE 2013/2014
Source: Ipsos MORI
Females 58% 89% 91% 79% 61% 39% 15%
Females AB 69% 97% 94% 91% 75% 48% 31%
Females C1 61% 94% 78% 79% 64% 40% 15%
Females C2 54% 88% 76% 77% 50% 41% 5%
Females DE 48% 82% 79% 62% 44% 25% 9%
70-100%50-69%0-49%
Base: circa 4,000 GB adults aged 15+: Q4 2013 / Q1 / Q2/ Q3 2014

Introducing Generation Z
18% …of the UK population aged
under 15
Source: Office for National Statistics, Northern Ireland Statistics and Research Agency, National Records of Scotland
New social norms

Mobile and social media is changing what is deemed socially
acceptable
Source: Havas Media surveyed of 3,000 UK consumers, 2014
73% of 16 – 24 year olds have to have their mobile
phones with them at all times
67% of 16-24 year olds check their phones during a
lull in conversation with friends or colleagues
41% agreed that it was acceptable for brands to
send text messages based on location as long
as permission had been granted

There is a risk that generational differences are overstated
Source: Ipsos MORI global trends 2014 (GB)
Aged 55+
35 – 54 year olds
16 – 34 year olds
Use internet
several times a
day
82%
78%
68%
Aged 55+
35 – 54 year olds
16 – 34 year olds
Have shared views
about a company or
brand via
media/blogs/social
media in last year
25%
22%
21%

Y & Z are better educated (not necessarily smarter)…
Source: Office for National Statistics Labour Force Survey
% of graduates in the population
There has been a steady increase in
the graduate population since 1992

1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
WHAT’S HAPPENED TO
THE OPTIMISM OF YOUTH?
To what extent, if at all, do
you feel that your
generation will have had a
better or worse life than
your parents’ generation,
or will it be about
the same?
Total
Great Britain
Key:
1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
78%
48%
47%
46%
41%
41%
41%
37%
34%
32%
30%
30%
30%
27%
26%
24%
22%
21%
16%
16%
12%
China
Brazil
Turkey
India
Japan
Russia
S Africa
Total
Argentina
Sweden
Australia
Germany
Poland
S Korea
US
Canada
GB
Italy
Spain
France
Belgium
Under 30s who expect life to be better

A sober, more worldly generation?
Source: Britain Thinks Survey of 679 GB 14 – 18 years olds, 2013
The Views of British 14 – 18 years olds
25%
53%
35%
62%
61%
65%
35%
45%
29%
31%
I worry that there will be very few
opportunities for people like…
There aren't many opportunities
for me in my area of the country
Living and working abroad would
enhance my chances of living…
I see work as a means to an end,
rather than something you…
Getting on in life has more to do
with luck than hard work
Agree

…Poorer
Source: British Social Attitudes
“Among which group would you place yourself… high income, middle income or low income?”
0%
10%
20%
30%
40%
50%
60%
70%
Pre war (before 1945) Baby boomers (1945-65) Generation x (1966-1979) Generation y (1980-2000)
% Low income

Younger age groups less open to redistribution…
% % Agree/Strongly agree
“The government should spend more money on welfare benefits for the poor, even
if it leads to higher taxes…”
0%
10%
20%
30%
40%
50%
60%
70%
Pre war (before 1945) Baby boomers (1945-65) Generation x (1966-1979) Generation y (1980-2000)

…and the welfare state has far less resonance for them
% % Agree/Strongly agree
“How much do you agree or disagree that… the creation of the welfare state is one of Britain's
proudest achievements”
0%
10%
20%
30%
40%
50%
60%
70%
80%
00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22
Pre war (born before 1945) Baby boomers (born 1945-1965) Generation X (born 1966-1979)
Generation Y (born 1980-) Generation Z (born after 2000)

Pronounced differences in attitudes to sexuality…
% not wrong at all
“Are sexual relations between two adults of the same sex always wrong, almost
always wrong, wrong only sometimes, or not wrong at all?”
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22

…and gender roles
“A husband's job is to earn money; a wife's job is to look after the home and family”
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22
% disagree

Bricks and mortar shops are here to stay
“Do you think you will shop in-store as much or more frequently than you do
already?”
72%
82%
62%
75%75%
86%
50%
68%
UK US China Russia
16 - 21 year olds 22 - 65 year olds
% yes
Source: GfK Shopper of the Future Survey 2014

Retail stores can thrive
alongside online
Gen Y regard shopping as a
social activity – in the UK 16 –
21 year olds are more likely to
think they will increase their
shopping with family and
friends in the future
compared to older
generations

But the future shopping experience is truly omnichannel
% of respondents preferring online shops with physical stores
73% 70% 70%
62%60%
55%
65%
57%
UK US China Russia
16 - 21 year olds 22 - 65 year olds
76% of UK 16 – 21 year old consumers research items
online before buying in-store. 55% research items in-store
before buying them online. 64% use a mobile phone to
research products before purchase

Young consumers are excited by innovation
“Imagine shopping in the future. Which of the following services would be valuable to
you as a shopper?”
49%
44%
41%
35%
30%
29%
Amazon drones
Click and collect
Customised products
Improved instore services to find
products
Parcel lockers
Mobile wallet/payment
% GB 16 – 21 year olds

SIMPLICITY
CHOICE ABOUT CHOICE

47
UNIFORM DESIRE FOR SIMPLICITY
0 10 20 30 40 50 60 70 80
16-24
25-34
35-44
45-54
55+I wish my life
was more
simple
Emerging
% agree
Established

48
CHOICES OVERWHELM?
Total
Great Britain
Key:
I often feel
overwhelmed by all
the choices I have
about how to live my
life
65%
65%
64%
62%
60%
58%
50%
48%
45%
45%
44%
44%
42%
41%
41%
41%
41%
39%
37%
34%
33%
32%
28%
33%
30%
36%
39%
42%
46%
51%
46%
49%
51%
52%
51%
52%
48%
54%
52%
58%
59%
61%
S Korea
India
Turkey
Poland
Italy
S Africa
Argentina
Total
China
Japan
Australia
GB
Canada
Belgium
Brazil
Russia
US
Spain
France
Sweden
Germany
1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
Agree Disagree

“…choice,
complexity, and
let’s call it limited
attention span…
can lead to
behavioural market
failures”
Cass Sunstein

Speed, connectivity and
instantaneousness are
key. This means…

1. Convenience is king - timely, two
way conversations

Offer relevance and greater personalisation, by being conscious and aware
of what's going on in their lives (especially on social media)
2. One size no longer fits all

3. A consistent multi-channel brand
experience is essential

The challenge for managers and leaders–
TRY SOMETHING NEW

© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 55
Capabilities driving easy service.
Consistent capabilities needed for easy service on all channels and devices
Simplified
yet granular
navigation gets
users where they
want to go in as
few steps
possible.
Navigate
Improve
convenience and
security of
Authentication
without adding
layers of
complexity.
Authenticate
Help
users complete
Transactions quickly
and precisely
by guiding them
naturally.
Transact
Deliver
Answers, not just
search results.
Allow progressive
questioning to
aid discovery.
Answer
Proactive
Conversational
Precise
Secure
Use context to
seamlessly escalate
to an appropriate
resource at the
right time.
Escalate
Contextual

Full suite of interactive technologies
deployed via flexible delivery models
• Conversational IVR: next generation of IVR; supports increased
complexity and diversity of phone calls into contact center
• Proactive Engagement: two-way engagement, not just one-way
notifications; drives important outcomes for company & customer
• Nina Virtual Assistants: human-like, conversational interface for
mobile & web; enhances, doesn’t replace, existing investments
• Cross-Channel Orchestration: enables seamless connected
conversations with customers across time and channels
• Core Customer Interaction Technologies: supports speech,
natural language, voice biometrics, and conversation management
• Flexible Delivery: can be deployed on-premise, in the cloud, or
hybrid configurations to support customer environments & needs
VBNLUASR TTS NCE
Connected
Conversations
Proactive
Engagement
Conversational
IVR
Nina
Virtual
Assistants

Leading Experience: Domino’s
Increase in NPS
Fewer steps
– Over 10M mobile app users
– Branded assistant, Dom, streamlines
order experience
– Promoted via nationwide TV ad
campaign, email, etc.
33%
57%

Leading experience: Swedbank
2015
• 3,6 million customer interactions.
• 2 million of these are ‘simple’ calls
& transactional
• 58% of customer base are digital
• 80% of customers login to a digital channel at
least once a month
2018 target
• Customers will primarily chose to contact
Swedbank on digital channels
• All banking business can be done via self
service on digital channels
• Change customer interaction focus to sales
rather than service

“The mobile phone is more and more
becoming the starting point for banking
today. Already 1.9 million of our 8 million
customers use our Mobile Banking App
today. It is our intent to deliver an easy
experience for our customers who are
accessing their accounts via our mobile
app. Nuance has been a terrific partner in
helping us to achieve that goal.”
Max Mouwen
Director Internet and Mobile, ING Netherlands
Leading experience: ING

You need to think holistically (and differently) about how you
manage customer relationships and deliver experiences to them.
Intelligent self-service is an important key to successfully
delivering timely, 2-way conversations for always-on consumers.
Gen X & Y consumers expect convenient, tailored, consistent
and authentic brand experiences.
Nuance continues to invest aggressively to help you and your
customers be successful.
A few key takeaways
1
2
3
4

Gen Y and Z Webinar with Ben Page from Ipsos Mori and Seb Reeve

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