• by Karlene Lukovitz , June 15, 2011

More than 60% of U.S. families with young (ages 3 to 12) children are either tech "forward" or tech "fast-forward" -- and the levels of positive attitudes about technology and its implications for children, families and the world in general are particularly pronounced among the fast-forward segment, according to new research from Ogilvy & Mather and Communispace.

The study, "Tech Fast Forward: Plug In to See the Brighter Side of Life," focuses mainly on a deep-dive into the tech fast-forward segment (defined as those who tend to use more sophisticated technology and are "in the know"/on cutting edge of tech), but also provides attitudinal comparisons with young-kid families as a whole and those in less advanced tech segments. Furthermore, it offers specific marketing recommendations gleaned from the findings.

The study found that just 3% of households with kids in the defined age range are tech "backward" (go out of their way to avoid technology). And while 36% are tech "neutral" (less reliant on tech than the average person, have incorporated it into their lives on only a basic level), 42% are tech "forward" (they've integrated tech into their lives in a significant way and have difficulty functioning without it). Meanwhile, nearly one-fifth (19%) of these households are tech fast-forwards or "TFFs."

Not surprisingly, TFFs tend to own more sophisticated tech devices and exhibit more engagement across a wide variety of tech platforms/ behaviors. They also have large social networks offline as well as online, are more than twice as likely as the general population to be Asian, and (while there is good representation of all income groups in this segment) are twice as likely to make over $150,000 annually.

The research included tech-oriented discussions with a nationally representative sample of 1,200 families with at least one child between 3 and 12; in-home ethnographies conducted by Ogilvy Chicago with tech-savvy children and parents; and a series of qualitative studies (dynamic/interactive/exploratory activities) conducted by Communispace with 112 tech-savvy families in its proprietary online community.

Some attitudinal highlights, based on asking respondents to place their attitudes/beliefs within a scale representing the two extremes of various statements (e.g., "technology is a negative force in our lives" versus "technology is a positive force in our lives"):

• 87% of TFFs -- but also 84% of the total representative sample of these U.S. families -- agreed to at least some degree that "technology is a positive force in our lives." Similarly, 88% of TFFs, and 85% of the total sample, agreed to at least some degree that "technology helps simplify our lives and makes our lives easier."

• 79% of TFFs, and 65% of the total sample, agreed to some degree that "technology is facilitating a type of communication that makes us feel closer and more connected." Also, 80% of TFFs and 72% overall agreed to some degree that "technology enables families to connect with one another in more ways, facilitating a closer relationship."

• Reflecting concerns about privacy, identity theft and other online dangers -- balanced by recognition that communication devices also enable children/parents to stay in close communication thereby enabling more parental peace of mind about kids' independent activities -- relatively low percentages (59% of TFFs, 47% of the total sample) agreed to some degree that "technology has made the world safer."

• 77% of TFFs, and 69% overall, agreed to some degree that "technology is fostering learning and creating a new skill set that will lead to a more intelligent society." The percentages of agreement were virtually the same for the statement "technology is enhancing creativity."

• However, within these and basically all questions, larger (often much larger) percentages of TFF parents/families expressed strongly positive attitudes about the effects/implications of technology.

• TFF families have a more positive overall mindset and express less anxiety about the future. These parents believe that technology is helping their children to develop critical skills that will empower them to navigate -- and even save -- the world in the years and decades ahead.

• TFF parents are twice as likely as the general sample to say that their children's generation is far better off than prior generations, and three times more likely to strongly agree that when their kids' generation comes into power, they will "save the planet," "the world will be better off because of how they will lead the way" and "there will be global peace."

Brands that are speaking effectively to TFF consumers today "link products, services and even corporate social responsibility together to showcase the brighter future Americans and the world hope to see," summed up Communispace VP, research Manila Austin.

A summary of recommendations/ implications for "21st Century marketers," particularly in regard to TFFs and tech-forwards, in the downloadable report:

1. Mobilize tech optimism: Brands have opportunities to capitalize on today's tech optimism by helping consumers create the brighter world they want to see.

2. Generation bending: Nobody really acts his/her age anymore. Market to kids as adults, and to adults as kids.

3. Mine the family mindset: As intergenerational attitudes converge, opportunities to market to the family as a unit increase. Purchase decisions are family decisions.

4. Be nice: Mean pretty much stinks; speaking to values of kindness and tolerance increase acceptance and "liked-ness" of brands.

5. Curate unexpected connections: Brands have opportunities to bring unimagined access to consumers across the globe and should harness the power of connections in more interesting ways.

6. Put the world to work for you: Technology has unleashed the wisdom of the crowd. Brands can build on tech optimism to channel their customers' creativity.

7. Turn up the intensity of shared experiences: Brands can leverage technology to expand and elevate shared experiences. Look beyond the ordinary and consider partnering with artists to enhance and deepen brand involvement.

8. Respect the mode: Consumers today switch between separation and integration relationship modes (using tech both to limit/define some types of communication, as with families, and to reach out broadly). Brands will benefit by providing flexible product/feature-set solutions that recognize the multi-modal life and help consumers feel in control.

9. Un-connect the dots: Consumers want to interpret a brand, or make its story their own. Give them the building blocks and let them put the pieces together.

10. Build gated communities: Safety and privacy create major barriers to self-expression online. Private communities help consumers feel secure/confident when engaging with brands online.

11. Get serious about game play: Both adults and kids now expect to engage with brands in ways that mimic "play," such as betting, competing and constructing or solving puzzles. Give consumers ways to take time out and have fun with your brand.

12. Let people "mess" with your brand: Today, all content is fair game for creative experimentation, adaptation and reinterpretation. Companies need to embrace this and enable consumers to reimagine and remix brand assets.