British Attitudes To Technology - Now And In The Future

The British public wants maintenance free cars, self cleaning kitchens, calorie free food and electronic access to community information, according to the 1999 Motorola report on the British and Technology, published today, 20 July.

The research, conducted for Motorola by MORI, reveals British attitudes to technology as well as their hopes and desires for technology in the year 2009. It highlights some of the key changes over the last few years and looks at the extent of IT usage in the home and at work.

With the introduction of digital TV, wider use of online banking and an increase in positive attitudes to mobile phones, this has been a year of significant technological advancement. In fact, Motorola's report reveals that for the first time ever in Britain, social use of mobile phones exceeds business use. However despite all these changes, the most commonly used technology at home is still Teletext.

Countdown to a Carol Vorderman Future

A third of the nation believes that by the year 2009, it will be possible to have an intelligent electronic assistant. The research reveals that the British would choose an electronic assistant with the looks and personality of TV presenter Carol Vorderman.

As a nation, we have high hopes of future technology. If there were no barriers to technology, 42% would like instantaneous world travel by 2009 and one in ten believes that this will actually be possible. Given the chance to choose their dreams, almost half would want to visit an exotic location and surprisingly only 20% would choose to have their perfect partner!

According to Motorola's report, the British public would like the home of the future to feature a self-cleaning kitchen (63%), filled with food specifically designed to meet individual nutritional needs (53%), and voice-operated lights and equipment (48%). Almost half of respondents expected wall-size televisions to be installed in every room of the house but only 20% want them.

Other items on the wish list for the future included a car which is maintenance free (66%) and solar powered (47%), a two hour workout in 20 minutes (36%) and 24 hour business shifts, allowing you to work the hours which are most convenient (48% of workers).

The 1999 edition is Motorola's fifth annual British and Technology report.

It's pleasure before business for Britain's mobile phone users

One of the key findings of the report is that social use of mobile phones exceeds business use for the first time (34% v 28%). Another surprising fact was that men are more likely than women to feel the need to be contactable at all times (56% v 42%).

The report reveals a general increase in the number of people using mobile phones since last year (increase by 28%). For those away from their home or office, the mobile phone is now the second most popular communications tool after the public payphone (61% v 43%). With the increased uptake of mobiles, the popularity of payphones and hotel phones has dropped significantly since 1998.

Embracing technology

Over the last year there has been a significant rise in online transactions, with one in four Internet users buying products or services online (17% last year). The male/female stereotypes often associated with technology are reflected in the findings, with a third of men conducting online transactions compared to just 8% of women. In addition, 82% of male Internet users were aware that you can make international telephone calls over the Internet compared to just 57% of female users.

Online usage at home has increased significantly over the past year with 9% of Internet users banking online, compared to 4% in 1998. Over two thirds of respondents would like electronic access to community information including job centre advertisements or school league tables.

Last year marked the launch of digital TV and, according to Motorola's report, it has clearly made its mark on the British public. Only 6% have never heard of digital TV, compared to 18% last year. However, the need for more information is evident, as one in four did not understand how digital TV works or the difference between digital and analogue TV.

Key Facts and Figures

About Motorola's British and Technology Report:

Motorola launched its first research into The British and Technology in 1995. The aim then was to establish a comprehensive, ongoing study that would explore how people are meeting the challenges and opportunities presented to them by modern technology. This year the research covers a range of technology-related areas from PC usage to the Internet, mobile phones, telematics, digital TV and emerging technologies. The emphasis is not merely on who's using what but on what they think about it and what they'd like from technology.

The research took place in two stages during April and May 1999. The first stage involved a series of six focus groups held in London, Stockport and Nottingham. In the second stage of research, 1,037 confidential face-to-face interviews were conducted with adults across Great Britain. Respondents constituted a representative sample of the British population - including proportional splits by age, gender, employment status, socio-economic group and geographic region. No bias was made towards users of technology or any other group. All interviews and focus groups were conducted by MORI, the UK's largest independent market research firm.

About Motorola:

Motorola is a global leader in providing integrated communications solutions and embedded electronic solutions. These include:

• Software-enhanced wireless telephone, two-way radio, messaging and satellite communications products and systems, as well as networking and Internet-access products, for consumers, network operators, and commercial, government and industrial customers.
• Embedded semiconductor solutions for customers in the consumer, networking and computing, transportation, and wireless communications markets.
• Embedded electronic systems for automotive, communications, imaging, manufacturing systems, computer and consumer markets.

Sales in 1998 were $29.4 billion.

Motorola has been operating in the UK for 31 years and now employs around 10,000 people in manufacturing, research, development and marketing. Motorola Ltd is one of the UK's top ten exporters, with a turnover of 1633.3bn in 1998.