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Realtime Generation Survey 2015 Report
Has the Generation of Things Arrived?
ContentsExecutive Summary 3
Technology & Me: My Digital Footprint 4Digital First: Connected, On Demand & Engaged 5
Digital First: Creators, Coders & Sharers 6
Digital First: Consumers in Control 7-8
Technology & My Future: My Digital Choices 9Digital Choices: Education & Entrepreneurs 10-11
Digital Choices: STEM Careers & Higher Education 12
Digital Choices: In Control, Mobile & Out of the Shadows 13-14
Technology & The Future: The Digital Consumer & Citizen 15Digital Future: Consumer Trust & Data Share 16-17
Digital Future: Connected Living, Automation & IoT 18
Survey Methodology 19
Logicalis Realtime Generation 2015 Report
@ Logicalis 2015
Executive SummaryThis survey positions our Realtimers as the Generation of Things; a digital-first group of consumers, in control of data security and privacy, ready to shape the Internet of Everything. Sharing concerns, aspirations and expectations for their digital future, the findings pose some big questions for the UK…
Is the NHS ready for the wearable and biometric data explosion? Can UK Plc harness a new workforce that build their own technology and dictate working environments? Are we ready for this generation to exercise their ‘right to be forgotten’, and can we really afford to underestimate their digital skills and demands?
They know the real value of their data
A digitally-driven, data-centric world is not science fiction for
our Realtimers; they expect to be coding at work, controlling
homes remotely and for delivery drones, 3D printing and
connected cars to be the norm in 10 years time.
This automated future will be on their terms; they’re in control
of their personal data and understand its commercial value.
Three quarters think their data is worth something, and are
willing to share it if organisations can step up to provide
more tailored services. It’s not without caution though; 77%
are uncomfortable with third party data access. Will brands’
big data strategies be able to make reward outweigh risk,
and make it worth their while?
The same is true for public services. Almost 70% expect
self-health monitoring and biometrics to be here by 2024
and see health data as amongst the most valuable (64%) to
share. Is the NHS ready for this shareable data explosion?
They seek full control over digital footprints
Two thirds are more concerned and have stepped up
security in light of recent high profile hacks, and they
understand their digital rights. More than three quarters
are aware of their ‘right to be forgotten’ and the majority
agrees that control over personal data should be theirs, and
theirs alone.
Their confidence in data ownership could imply they even
expect to be able to change and control their digital footprint
at will. If they do, what can UK Plc and Government do to
prepare for this, as they start to exercise their ‘right to be
forgotten’ as voters, consumers and employees?
They will be self-sufficient at work
Almost 8 in 10 said that businesses will have to update their
technology to meet their needs, but policies and cultural
change will also be critical. 86% would like flexible working
and 9 in 10 want control over which devices and services
they will use. With mobility and Shadow IT already high
on business agendas, enterprise should prepare for
more disruption.
Realtimers expect to be using their technology of choice
for work, purchasing it (almost 40% will source and pay for
mobile apps themselves), and making it (63% will code).
Forget Bring Your Own Device, this generation plans to ‘Build
Their Own Technology’. As the enterprise consumer goes
self-sufficient, can IT departments evolve to serve the needs
of these new users?
Underestimate them at your peril
The average Realtimer spends 6 hours a day online,
owns 5 devices, engages with brands on social media
(73%), and streams data on-demand. Yet as adults, we
underestimate them.
74% said their generation is not as naive as we think. They
manage the risks of online exploration better than we do and
perhaps it’s time we let them get on with it?
If today’s establishments are challenged by the digital skills
generation gap, it’s only going to get worse if we don’t
pause, listen, and enable them. Coding numbers doubled
this year, 75% believe learning how will benefit their future
prospects, and ICT joined Maths & English in their top 3
subjects. They clearly understand the value of digital skills for
their future, but do we?
Realtimers still don’t believe the ICT curriculum provides
an adequate foundation for their aspirations, and that the
use of technology in school isn’t up to scratch. There’s
clearly more to be done. Change is on the horizon, and
as digital footprints grow smarter, more integrated and
more connected, UK Government and Plc must act now to
keep pace.
Gerry Carroll
Marketing Director, Logicalis UK
3
Technology & Me
My Digital Footprint
Logicalis Realtime Generation 2015 Report
@ Logicalis 2015
Digital First: Connected, On Demand & Engaged
The average Realtimer owns 5 devices and spends 6 hrs a day digitally engaged
The average number of digital devices is down from six last year to five, yet
Realtimers are more connected, engaged and on-demand than ever.
Smart devices are on the rise; 86% have a smartphone, 30% a smart TV and
tablet ownership jumped up one third this year. With more features in fewer
devices, and the use of cloud services like Spotify at their fingertips, the need
for always-on connectivity is ousting standalone devices like the iPod.
The emergence of wearable tech echoes this appetite for smarter, integrated
digital access; in the first year of availability, 6% of Realtimers are already on
their wearable journey.
On average teens spend six hours engaged in digital activity a day, with 7%
admitting to 10-12 hours in front of their devices. The findings show that one
third of this is based on school and homework.
Realtimer device ownership annual comparison...
5
This generation sees access to digital services as their right. As their
digital footprints grow smarter, more integrated and more connected, can
UK Government and Plc keep pace?
• Almost 40% are using cloud storage (up from 33% last year).
• 25% have more than 512 GB of storage available to them.
• Apple iOS is the most popular operating system (52%), beating Android and Windows.
• 93% turn to online video tutorials regularly to learn things in their own time.
• Over 50% stream and watch video game sessions online.
• Spotify (43%) is the most popular streaming service, followed by Netflix (40%).
Smartphone
Laptop
Tablet
Handheld ConsoleGames Console
Desktop PC
MP3 (iPod)
Digital Camera
Mobile phone (not smartphone)
eReader
Netbook
Wearables
84%
79%78%
46%45%
44%65%
36%63%
13%22%
9%12%
22%18%
6%1%
64%74%
34%
68%51%
86%
Current Survey
Downward trend
Last Annual Survey
0% 20% 40% 60% 80% 100%
Upward trend
Logicalis Realtime Generation 2015 Report
@ Logicalis 2015
The number of teen coders has doubled in the last year
Recent government campaigns to nurture digital skills in the UK show
progress, with the number of teens coding and creating apps more than
doubling in the last 12 months to 16%. And the digital appetite is not abating;
of those Realtimers yet to take up coding, almost 40% would like to.
Whilst girls still lag behind boys in the coding stakes, we see the increased
opportunity to code at school is having an impact for girls (86% school vs.
10% at home), whilst boys are as likely to advance their digital skills at home in
their own time (47% home vs. 46% school).
Coding is much more than a hobby though - 78% believe that creating games,
technology and apps is a lucrative career option. This generation has also
started to recognise the value of its digital skills for the future; regardless
of their job aspirations, a huge 75% believe learning how to code will be
beneficial to their future career prospects.
They also plan to put these skills to good use; 63% plan to be using their
coding skills to create technology they need when they enter the workplace!
What were the main reasons you chose to code?Proportion of respondents, multiple responses
6
The enterprise consumer will soon be self-sufficient. Forget Bring Your
Own Device, this generation plans to “Build Their Own Technology!”
Digital First: Creators, Coders & Sharers
• 11% of Realtimers are vloggers, 36% are bloggers and a further 26% would like to be.
• 48% of boys coded because they thought it was “a fun thing to do” versus just 27% of girls.
• Boys (45%) are more avid YouTube content creators than girls (36%).
• 12% of girls have coded versus 20% of boys.
I wanted to learn how to
do it
I thought making it
would be fun
It’s just a cool thing to do
I wanted to make an app that would
be fun to use
I thought I could make
some money from it
I wanted to solve a
problem with the app
All my friends are
doing it
I wanted to get my digital
badges
55%
40%
30%
17%
13% 13%
7%4%
0%
10%
20%
30%
40%
50%
60%
0%
5%
10%
15%
20%
25%
30%
Weekly Every month Every 3 months Twice a year Every year Less frequently than every year
I don’t
3%
16%15%
10%
29%
19%
8%
Logicalis Realtime Generation 2015 Report
@ Logicalis 2015
74% say adults ‘don’t get’ how secure, safe and resilient they are online
More digital activity does not equal more risk according to our Realtimers.
The research points to awareness and action that shows a generation not
just in control of their online security, but that also understands its rights to
data privacy.
Whilst our Realtimers (almost 75%) actively explore promotional links online,
clicking through on social adverts and engaging with organisations via social
media, they do so with eyes wide open.
Three quarters say that older generations underestimate how resilient they are
to online cybercrime, data privacy and bullying. And rightly so, the majority
of the teens surveyed proactively protect themselves; 50% have reported
offensive or inappropriate behaviour they have come across online, and only
19% don’t change passwords to their online profiles.
How often do you change passwords/log-in credentials for your online accounts & profiles?
7
Realtimers are not as naive as we think they are. They know how to
manage the consequences and risks of online exploration better than we
do, and it’s high time we gave them more credit…
Digital First: Consumers in Control
• 1/4 of girls follow more than 10 brands on social sites.
• 57% have taken part in a social charity marketing campaign (i.e. #icebucketchallenge/ #nomakeupselfie).
• 3/4 regularly click on adverts and promo links via social media.
Strongly agree Agree Disagree
Strongly disagree I don’t know what this is
38%
18%
8%
23%
13%
38%
18%
8%
23%
13%
Stronglyagree
Agree
Disagree
Stronglydisagree
I don’t knowwhat this is
It’s made me signi�cantly
more concerned
I am more concerned
… And I’ve changed my
online security habits because
of this
I am no more concerned: it’s made no difference
22%
45%
32%33%
0%
10%
20%
30%
40%
50%
Logicalis Realtime Generation 2015 Report
@ Logicalis 2015
8 in 10 know their rights to be forgotten online
2014 may well be remembered as a watershed year for
cybersecurity; high profile data breaches, government and
personal information leaks and global malware attacks all hit
the headlines, putting every business and consumer on high
alert. But with digital know-how running in their veins, how
has the rising international focus on privacy, censorship and
security of the web and personal data, impacted our teens
online behaviour?
Positively. 67% admitted that the recent increase in high-
profile hacks, like the iCloud celebrity hacking scandal, has
made them more concerned about sharing data online, and
of these almost half have changed their security habits since
these incidents.
Data privacy is high on their radar too. Only 23% of teens
we surveyed did not know about the EU law on ‘the right to
be forgotten’. Of those that have, 65% agree that links to
“outdated” and “irrelevant” data should be able to be erased
on request. With 51% of them concerned that their current
online activity will ‘live on’ – controlling their data is at the
heart of their online practices.
The findings show a generation that see their digital
footprints as a moving target they control and manage
themselves; will it soon become a whiteboard they can
selectively wipe clean? The technology will be here in a few
years time, the legal directives are shifting, and it may well
be that this generation is not just demanding control, but
confident in achieving it sooner than we think…
Impact of high profile hacks on Realtimer data protection and sharing habits…
Do you agree with the EU ‘right to be forgotten’ directive?
8
Are Realtimers so confident in their data ownership
they believe they can choose the lasting impression of
their digital activity at will? If they expect to be able to
make themselves ‘forgotten’ in 5 years time, UK Plc
should prepare for big change as employees exercise
their ‘right to be forgotten’ in the enterprise…
Technology & My Future My Digital Choices
Logicalis Realtime Generation 2015 Report
@ Logicalis 2015
10
Arts
Social Sciences
English
Languages
Maths
Humanities
Business Studies
Sciences
No
0% 20% 40% 60% 80% 100%
39%
38%
36%
33%
32%
31%
25%
22%
39%
40%
41%
41%
41%
42%
42%
48%
22%
22%
23%
26%
27%
27%
33%
30%
Yes, but could do more Yes
74% say teachers should use ICT more in lessons
Although 26% said they were happy their
teachers use IT enough in lessons to aid
learning and make subjects more interesting,
on average 33% think the use of technology in
the classroom is not up to scratch and a further
41% believe teachers should do more.
The skills gap between this digital first
generation and their teachers is real. Whilst the
widely debated challenge to source adequate
teaching skills for the new ICT curriculum
is a concern for nurturing this generation’s
digital literacy, there appears to be a widening
gap across all teaching areas when it comes
to harnessing technology innovation in
the classroom.
With 93% of Realtimers proactively learning
and consuming knowledge via online videos
in their spare time, there is a clear opportunity
for formal learning environments to tap into
this collaborative, digital approach to learning
in order to better engage and inspire this
generation in the classroom.
Do your teachers use technology enough in the classroom, to help aid your learning and make lessons interesting?
Digital Choices: Education & Entrepreneurs
Logicalis Realtime Generation 2015 Report
@ Logicalis 2015
11
We may well have a nation of budding digital-first entrepreneurs on our
hands. Can the UK Government nurture this aspiration to help fuel the
knowledge economy?
Go to University Go to College/Vocational
training
Not sure Go into an Apprenticeship
Go straight into a job
Start my own business
Total
61% 59%64%
17% 15%18%
10% 11% 9% 7% 9%4% 3% 3% 3% 2% 2% 2%
Boys
Girls
0%
10%
20%
30%
40%
50%
60%
70%
80%
61% plan for university, but 9 in 10 call for more entrepreneurship skills
The majority of pupils (82% girls and 74% boys) still plan to go to university,
college or undertake vocational training after school.
Findings also suggest the UK Government still has a long way to go in igniting
a thirst for apprenticeships; just 7% of Realtimers are planning this route,
and apprenticeships ranked far behind other government initiatives such as
affordable housing, raising education standards and high speed broadband for
its importance to this generation.
Although just 2% plan to start a business straight after school, a huge 60% of
our Realtimers said they would like to do this in the future. In fact, 88% agreed
that entrepreneurship and business start-up skills should be added to the
school curriculum.
This entrepreneurial spirit is reflected in their choice of ‘most inspirational’
role models too; Bill Gates tops the list for the second year running, with J.K.
Rowling, Alan Sugar and Richard Branson making up the top four.
What do you plan to do when you leave school?
• 8 in 10 say universities must update technologies in order to support their digital needs.
• 91% want control and choice over which digital devices, tools and services they use when in higher education.
• 74% expect to use video conferencing as a key communications tool when at university.
IT is top career choice, followed by science & research
IT and technology was the top choice of career for pupils (29%), followed
by science and research (26%). IT jumped up from fourth spot last year,
leapfrogging science & research (2), teaching & education (3) and healthcare
(4) for most popular career overall. However there is still a stark gap between
boys (44%) and girls (14%) aspiring to careers in technology.
Perhaps more encouraging is how our teens now see their digital skills as
beneficial to their future career prospects; ICT and digital skills has joined
Maths & English, for the first time, as one of the top 3 subjects to have in order
to secure a job, significantly increasing in importance at 47% this year from
just 28% in 2013.
However, the belief that the ICT curriculum provides an adequate foundation
for their higher education and career aspirations has remained unchanged.
One third still believe it is not good enough, that’s a clear 20% below the other
top 3 subjects of Maths & English.
Is the curriculum an adequate foundation for your higher education & career aspirations?
Digital Choices: STEM Careers & Higher Education
Maths
English
Sciences
Humanities
ICT & Digital Skills
Languages
Business Studies
Arts
87%
85%
79%
70%
66%
63%
49%
60%
Yes
0% 20% 40% 60% 80% 100%
Logicalis Realtime Generation 2015 Report
@ Logicalis 2015
12
As the new ICT curriculum beds in, will digital-first pupils finally start to
receive the technology education they think they need?
Top 3 career sectors for girls:
1. Healthcare: 29%.
2. Teaching & Education: 28%.
3. Science & Research: 25%.
Top 3 career sectors for boys:
1. IT & Technology: 44%
2. Science & Research: 27%.
3. Engineering: 27%.
Laptops Tablets Smartphones
95%
47%
32%
16%
88%
39%34%
15%
93%
15%
51%
26%
Employer owns/pays I own/payTotal Mix
0%
20%
40%
60%
80%
100%
Logicalis Realtime Generation 2015 Report
@ Logicalis 2015
13
Shadow IT has moved into the light once
and for all. Employee control and choice
is here to stay and, with this generation
at the helm, grow exponentially. It’s
now up to IT teams to learn how to act
as a shadow business to enable this
next generation of users. Can they do it
in time?
9 in 10 want control and choice over devices, tools and services in the workplace
Although Realtimers believe mobile will rule
the roost for work devices (93% smartphones,
88% tablets) they expect the PC and fixed
line telephone to still be part of working life
when they enter employment – perhaps this is
what they’re referring to when 79% stated that
businesses will have to update their technology
to meet the needs of their generation!
This digital generation clearly doesn’t think
the workplace is ready for them, and when
we consider the challenges that BYOD and
Shadow IT are causing enterprises today, they
may well be right…
With a generation so cloud ready and on-
demand in its digital life, it should come as no
surprise that 80% expect mobile applications
to play a key role in their workplace technology,
with 37% of teens expecting to choose and pay
for these applications themselves. This marks
the death knell for Shadow IT; it has firmly taken
its place as ‘the norm’.
Add to this the fact that 63% expect to be
able to code and create technology for work,
and over 90% expect to choose their own
technologies, it won’t be long until an explosion
of mobile app-spread, consumer tech and
cloud sprawl enter UK businesses.
Realtimer mobility expectations for the workplace: device usage and ownership...
Digital Choices: In Control, Mobile & Out of the Shadows
Calling time on the office 9-5? 86% want flexible working opportunities
Just as in their on-demand digital habits, these mobile-centric teens seek
control & personalisation over working practices too, with 22% stating that
their working hours should not matter to their employer as long as they get
the job done.
Although 33% expect, and are happy, to work a traditional 9-5 working
day in the future, 45% said they would prefer to have more flexibility from
their employer.
The same rang true when it came to working location; whilst 80% do expect
to work from a fixed location (i.e. company headquarters) the majority of the
time, half of these Realtimers would prefer more flexibility to suit their needs.
“79% say UK businesses will have to update their technologies in order to meet their needs.”
Top 3 communications tools teens expect to use in the workplace:
1. Video Conferencing (88%)2. Mobile Apps (80%)3. IM & Presence (71%)
Logicalis Realtime Generation 2015 Report
@ Logicalis 2015
14
• The expectation to use coding in the workplace has more than doubled since 2013, from 26% to 63%.
• 74% think their employer will provide a PC for work.
• 82% believe the UK’s broadband infrastructure is adequate enough to enable them to work from home.
• Only 57% say current mobile and wireless coverage is good enough for the prospect of remote working.
Technology &The FutureThe Digital Consumer & Citizen
Logicalis Realtime Generation 2015 Report
@ Logicalis 2015
16
Three quarters think their data is worth
something, but brands must make
it worth their while. Reward will only
outweigh risk if organisations can step
up big data strategies to improve the
quality of personalised services…
72% are willing to exchange personal data for better, more personalised services
Realtimers are not just in control of their
personal data; they also understand the
commercial value of it when engaging
with organisations.
When it comes to third parties accessing their
data, Realtimers are savvy consumers with
77% uncomfortable with allowing this. Sharing
personal data is most valuable to them when
it is in exchange for better, more personalised
services – up to 72% are willing to do this.
Interestingly they have the highest level of
trust with UK public sector organisations (72%
willing) over private and commercial companies
(service provider 60%, brand 56% and social
platform 48%).
Despite high engagement with brands and
organisations online today - 73% regularly
exploring promoted links and offers on social
sites – over two thirds state that they are
uncomfortable with the prospect of their online
movements feeding into recommendations and
targeted ‘follow me’ ads for future browsing.
This wariness is also reflected in their views
on digital engagement in the physical
environment, with only 1 in 4 comfortable using
a smart device to connect with retailers to
receive relevant offers/promotions whilst they
shop. As British retailers and brands push
forward their big data, customer analytics and
personalisation strategies, they would be wise
to listen to the needs of this new breed of digital
consumer and ensure they’re communicating
real, tangible benefits of this technology for
future success.
Willingness to exchange personal data in exchange for better services, by organisation type
Digital Future: Consumer Trust & Data Share
0%
10%
20%
30%
40%
50%
60%
70%
80%
Government(i.e. Health, Councils,
Education)
Service Provider(i.e. Vodafone, Net�ix, iCloud)
Brand(i.e. Nike, Amazon)
Social Platform(i.e Instagram,
Facebook)
Very willingWilling
16%
57%
8%
53%
7%
49%
7%
40%
Logicalis Realtime Generation 2015 Report
@ Logicalis 2015
17
With biometrics, self-health monitoring and smart data share just around
the corner for this generation, is the NHS ready for this wearable,
shareable data explosion?
• 79% are uncomfortable with real-time location data being used and shared; girls are 10% more uncomfortable than boys.
• Welsh teens (78%) are most willing to share data with their government, those in the North East of England are least trusting (59%).
• 21% are ‘very concerned’ about data being accessed by International (non UK) government agencies.
• Just 1 in 10 are not at all concerned about their data being accessible, held and used by social media platforms.
6 in 10 would share personal health data, biometric security measures welcomed
For a generation so in control and aware of their digital personas and data
privacy, health data is considered one of the most valuable to share. Despite
being amongst the most sensitive, 64% say they are comfortable with the
prospect of their health data being shared amongst the profession for the
design of better services.
Confidence in physical personal data goes even further for our Realtimers,
the majority are in favour of bringing biometrics into their digital practices. The
use of biometrics is of concern for few teens with 59% comfortable or very
comfortable using this extent of personal data as the security measure for
accessing their online information, such as bank accounts.
In fact 82% believe biometrics, such as iris scanning and vein identification
technology, will be in every day use within the next 15 years, almost half of
these expecting it to be common practice for them by 2019.
Comfort levels on personal health data being shared amongst the medical profession for better care services, by region...
South West
Yorkshire
Scotland
East Midlands
Wales
North West
East of England
South East
London
West Midlands
Northern Ireland
North East
72%
69%
68%
67%
66%
66%
63%
63%
62%
57%
57%
47%Comfortable %
0% 10% 20% 30% 40% 50% 60% 70% 80%
Logicalis Realtime Generation 2015 Report
@ Logicalis 2015
18
Teenagers are ready for the Internet of Things
This digital first generation, with 5 devices and
on-demand services at their disposal, expect
the connected home to be a reality when
they leave home – expecting to control their
homes on-demand and remotely from media
systems (70%), heating (62%), lighting (56%)
and CCTV and security (55%), to household
appliances (27%).
Whilst Realtimers are ready for an automated
and connected future, as with their expectations
for the workplace, they will do so on their terms.
For example, 60% welcome the innovations
in driverless vehicles and smart transport
underway, yet they’re not willing to relinquish
all control with 43% stipulating they would still
learn to drive a regular car.
As the Internet of Things gathers momentum,
amid fears of Artificial Intelligence dominance
and rising international privacy and security
concerns, we should be confident that this is a
generation acutely aware of their privacy and
digital rights, which aspire to live in a highly-
automated and connected world, where they
retain control.
Realtimers automated future predictions: How far into the future do you think it will be until we are using the following technologies in day-to-day life?
Digital Future: Connected Living, Automation & IoT
3D Printing Self-health monitoring
Virtual personal assistants
Delivery drones Holographic screens
59%
21%
41%
28%
23% 23%
20%22%
14%
29%
By 2024 (10 years)By 2019 (5 years)
0%
10%
20%
30%
40%
50%
60%
Survey Methodology
Who is the Realtime Generation?
The Realtime Generation is a term used to
describe the generation, born after 1990, that
is highly connected, having had for all of their
lifetime use of communication and media
technologies such as the internet, MP3s, and
smart devices. William Strauss and Neil Howe
coined the term in their book ‘Generations:
The history of America’s Future, 1585 to 2069’.
Other terms used to define this generation
include Generation Z and Digital Native.
What is the Realtime Generation survey?
Logicalis’ Realtime Generation survey seeks to
establish the digital footprint of 13-17 year olds,
the next generation of workers, and capture
their opinions on the digital future of the UK.
The seventh annual report, the Realtime
Generation survey provides a unique insight for
universities, employers and Government into
how this generation’s expectations, concerns
and aspirations for its education, prospective
careers and consumer demands will influence
our economy.
Links
Supporting materials including press releases
and previous annual surveys are available to
download from www.uk.logicalis.com
Survey Methodology
• Methodology: Online quantitative survey
• Base Size: 1,116 UK children aged 13-17
• Fieldwork period: 12th December 2014 –
5th January 2015
Conducted by ResearchBods
www.researchbods.com
© Logicalis 2015. All trademarks are acknowledged.The information in this brochure is subject to change.
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