Advances in technology have changed lives in many ways. For example, sharing a ride with a stranger was inconceivable even a few years ago before the introduction of the apps like Lyft. Similarly, TV viewers no longer wait for a certain time in a week to watch an episode of their favorite program. With streaming services, viewers now binge watch. Such digited innovations exert a huge impact on a person’s daily life.
Hulu conducted a study to understand how people of various ages experience these digitized phenomena. The study found seven audiences: Averse, Minimalist, Enlightened, Confident, Connected, Maximizers and Creators.
Averse includes the people who reluctantly adopt technology and consider it “all too much.” Minimalists use technology only as a tool to complete the task at hand and take no joy in the technology itself.
Enlightened includes people, who are well informed about technology; however, they are not in love with it and use it more an acceptance of modern living. Confident people, on the other hand, embrace the digital world for its practicality. They like what tech can do for them, but do not incorporate this into their personal identity.
The Connected group embraces the digital world fully and are connected to check up on others and stay linked. Maximizers believe in digital connection and think that technology makes their lives better.
Creators consist mainly of content creators who gain satisfaction from digitally curating their video and their opinions.
When it comes to the digital fluency, there are similarities across generations. For example, younger generations are likely to evenly fall on both ends of the fluency spectrum; the study found the largest composition of both technology Maximizers and Creators as well as digital “Minimalists” among Gen Z, aged 15 and 20, and Millennials, between 21 and 34. However, when it comes to the love of technology there is a big difference among generations.
The study found that Hulu users are even more likely to be digitally savvy, with 71 percent self-identifying as highly digitally savvy. Specifically, they are more likely to engage with all forms of digital video from live streaming to VOD to social. They also welcome the use of all digitally-forward services across a variety of categories including streaming, finance, and wearables/fitness trackers.
To read the full text of the study: https://hulu.tv/2DJaEXn
Hulu Insights (2018). Hulu’s Digital Identity Exploration. Hulu