THERE’S a fragile relationship between communications service providers and teenagers
throughout the world, and in the Philippines in particular, Amdocs Ltd. said. The customer experience solutions provider cited as basis the results of its recent survey of 4,250 teenagers (aged 15 to 18 years) from Brazil, Canada, Germany, India, Mexico, the Philippines, Russia, Singapore, the United Kingdom and the United States.
According to Amdocs, the study revealed only 12 percent of teenagers in the Philippines (versus 12 percent globally) feel service providers understand their lifestyle and offer services to match it.
Meanwhile, 61 percent (30 percent globally) report experiencing poor customer service from their service provider over the past year, while 42 percent (46 percent globally) say that as a result, they will not use the same provider again. Significantly, a third of respondents shared this information with family and friends. Additional key findings revealed that 38 percent of Filipino teens (versus 55 percent globally) have either never used or cannot remember using a pay phone, while 22 percent could not recall ever sending a handwritten letter (29 percent globally). In addition, 32 percent (29 percent globally) do not recall ever purchasing a hard-copy newspaper or magazine, while 62 percent (62 percent globally) say the same about listening to a vinyl record.
Also, 52 percent (43 percent globally) of respondents from the Philippines believe their smartphone makes them smarter and “cooler,” while 55 percent (52 percent globally) check their social-media accounts first thing in the morning.
Almost half (33 percent globally) say they would probably not meet someone again if they didn’t have a Facebook account.
Filipino teens demand constant Internet connectivity, with 66 percent of respondents (56 percent globally) saying they are likely to feel anxious and alone if separated from the Internet—similar to being separated from family (66 percent versus 52 percent globally).
“The value of Internet access is so significant that 68 percent [55 percent globally] strongly believe fast Internet access to be a human right,” Amdocs said.
“It’s fascinating how ‘digital’ is defining how teens are viewing both themselves and others, how they express themselves, as well as how they learn,” Paul Redmond, generational expert and sociologist, was quoted in a statement as saying. “They require constant access and connectivity, and consume content differently than older generations.”
Redmond describe the respondents as belonging to a “free content” generation “who love streaming and have no need for ownership.”
“Service providers looking to maintain their competitive advantage must, therefore, start looking into new business models that will improve teen affinity to their brands,” he added.