Me & The Machine: Enter A New Reality In Our Unreal Times
LOS ANGELES, Dec. 12, 2019 /PRNewswire/ -- 4G heralded the beginning of the golden, mobile age of content—watching peak content on our phones, sharing videos on social media, and only being a click away from an affirmative, instantaneous "like." Yet in the middle of a 4G loneliness epidemic—where one out of two Americans identifies as "lonely"*—are consumers optimistic or anxious about a 5G future?
A breakthrough industry report by The National Research Group, Me & The Machine: Enter A New Reality in Our Unreal Times, takes a consumer pulse check on concepts the tech titans are heavily investing in for the '20's, from smart glasses to 3D maps of the world and persistent holograms. Produced with Verizon and RLab as consulted partners, the study captures that consumers want to transcend the "lonely" reality of our 4G society to a more hopeful, socially connected world where learning and self-discovery take center stage.
As machines continue to get smarter, consumers resist a life on automatic. The top experience consumers find most sticky is interactive learning/skill development— learning by "doing" rather than "seeing." Further, consumers await more multidimensional communication and collaboration solutions beyond send and receive. In fact, all five of the most useful 5G experiences improve these areas of our lives, from removing language barriers to new hands-free screens-on-the-go, enabling real-time collaboration anywhere, anytime.
"Consumers are ready for immersive experiences that can transcend the ills of the Internet age and let them create their own reality—one in which personal growth and discovery trump consumption," says Jon Penn, CEO, National Research Group.
"5G will enable an entirely new era of consumer experiences, taking advantage of the super high speed, enormous capacity and ultra low latency of our 5G Ultra Wideband network. This study, and our early use cases, confirm consumers' excitement and appetite for a future unlike anything today," says Frank Boulben, SVP Marketing and Products, Verizon Consumer Goup.
Consumer heat check: optimistic, ripe or anxious future experiences?
Additional report imagery is available upon request.
*Cigna study on the Impact of Loneliness in the U.S. and Potential Root Causes, March 2018.
Methodology Produced with Verizon as a consulting partner, in August 2019, NRG conducted in-depth expert interviews with over twenty industry luminaries, consumer immersions at RLab, Brooklyn, New York, and ArtCenter, Pasadena, CA, and a quantitative survey among 1500 consumers in the US ages 13-54.
About National Research Group National Research Group is a leading global insights and strategy firm at the intersection of entertainment and technology. Rooted in four decades of industry expertise, the world's leading marketers turn to us for insights into growth and strategy for any content, anywhere, on any device. Working at the confluence of content, culture and technology, NRG offers bold insights for storytellers everywhere.
Contact: Finn Partners for NRG:
SOURCE National Research Group
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