Our Hybrid World: Technology’s Role in Supporting a Balanced Lifestyle

Hear new insights about how consumers are navigating through a hybrid existence and the role brands can play in supporting having a balanced lifestyle.

The author(s)

  • Amber Jawaid Vice President, SMX, Online Communities
  • Kristyna Kanzler Director, Ipsos Online Communities
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People’s relationship with technology has deepened during the pandemic, impacting many essential aspects of daily life from work and family management to entertainment, commercial transactions, and social interactions. As the reality of an increasingly hybrid future takes shape, what is technology’s role in supporting the overall balance and well-being people will inevitably continue to seek out?

Listen in as we share new insights from Ipsos’ U.S. syndicated online community addressing how consumers are navigating through a hybrid existence and the role brands can play in supporting evolving consumer needs now and in the future. Topics explored include:

  • A deep dive into the emotions, experiences, and behaviors associated with today’s hybrid world through the lenses of work, life, and overall well-being
  • How different segments of the population are adopting and leveraging new technology platforms and tools to survive and thrive in a connected world
  • Current pain points and opportunities for brands to step in and facilitate ongoing balance and well-being in people’s everyday lives

AI-generated audio transcript is offered below. Apologies in advance for inconsistencies that have been included.


Thank you for joining us for today's Ipsos webinar. As we explore ways technology can support living a balanced lifestyle.


Today's presentation will be given by Amber Jawaid and Kristyna Kanzler, and you can read more about them on the Bio slide in front of you.


Throughout today's session, you will remain in listen only mode, however, throughout the webinar, you may submit questions online using the Q and A feature.


Time permitting will answer questions at the end of today's session, However, if time runs short, then your question will be answered by e-mail.


I also encourage you to check out the handouts uploaded in our webinar console.


It's also being recorded and will be directly e-mailed to you.


So now without further ado it is my pleasure to introduce today's first speaker, Amber Jawaid, Senior Vice President with Ipsos Online Communities.


Thanks Elen. Hi everyone. Welcome. It's nice to be here. So just a quick intro for myself and my colleague Kristyna Kanzler. We're excited to be here.


I've been at Ipsos excuse me now for almost 10 years and my focus has been on financial services as well as technology. I personally am interested in where those two intersect. There's been quite a lot of that in the news lately. But I really, truly enjoy uncovering human insights, and particularly from a community lens that kinda give you depth and nuance as you, you know, dive into things around community management and engagement.


So I, you know, have a personal interest in qualitative research.


So I'm excited to be here, and share are important discoveries. And I will let Kristyna introduce herself.


Hi, there. Thanks, Amber. My name is Kristyna Kanzler, and I've worked alongside number for the past six years here within our online communities. And I had a background in sociology. And so my passion to explore and really understand human behavior naturally led me to my work within community. And I've also been focused on the tech industry and really enjoy putting together impactful, integrated solutions to illuminate that holistic understanding of your consumers making their voices heard. So thank you so much for joining us today.




And we're gonna just jump off camera and focus on the slides and hopefully come back on with enough time permitting for Q and A Excellent.


Alright, so, to kind of help us understand what the role of technology plays in supporting a balanced lifestyle, we turn to based online syndicated community Fresh lab.


It has currently 7000 members who are readily available to answer questions as it relates to a variety of topics.


So, in particular, they've really been critical as we look at, you know, heading into an almost two year pandemic and watching that ebb and flow, I think has been quite interesting and some of that research, you know, will be eliminated here as well. You know, we employ our best practices in community management to really kind of engage this thriving community.


They are gen pop, and we do have a subset of members, kind of focused on Gen Z, as well, so, the community has really served for ad hoc needs of our clients with the agility and depth. So, we're excited to kind of share out the research here as it relates to technology in today's hybrid world.


So, this study yielded close to 600 completes and, we filled it in mid October with A quant and qual hybrid approach.


So, just shy of two years into the pandemic. We truly are living in a hybrid world.


People rely on technology more than ever, and it's fulfilling most needs to create a balanced, hybrid work-life environment, one that, you know we all can relate to and are all living, but as time passes, we begin to kind of see this innate tension that really cannot be ignored.


So perhaps the function functional benefits that technology has offered, like convenience and something that really shown through early in the pandemic isn't necessarily fulfilling people's emotional needs and desires as they look to maintain a better balance in their lifestyle.


So, we, you know, start to see focused on things like human connection that really require attention and a deeper look.


So today, we're going to dive into the findings of really understanding what it means to be living in a hybrid world, and where technology plays a role.


We'll start to uncover where there are gaps that organically show up for people with interesting insight into young adults.


And no, really kind of bearing the question. Is technology enough to create a better balance or do people need something more to achieve the balance that they seek to have as we look towards the future.


So we begin to get a sense of where people are with hybrid in their life as it relates to the existing pandemic, but also as we truly enter a more post pandemic world today.


We set out to kind of understand the role technology plays, but the importance of understanding what hybrid means to people.


How deeply has this hybrid lifestyle permeated their day to day?


And even just from here, we can see that, you know, these basic activities, there's overwhelming majority for those who are engaging in a hybrid life, that's literally ingrained in their day-to-day.


And I think it's very relatable to, you know, probably most of you on the call, as well.


So things like shopping increasing considerably online.


We know everyone is sort of consuming content online now more than ever before.


Um, organizational task, where things might have been done offline, are now managed online, like sharing activities or calendars with families.


And then lastly, learning, you know, across the board, we've seen sort of an uptick on classes being taken, either for job or professional growth, change of career that's been needed, and then you know, school for actual learning. But one thing in particular that kind of becomes interesting and we'll dive into this a bit later is looking at where young adults needs are a little bit different.


So it will be a nice insight to kind of share with everyone that we we found very interesting.


So, we know during the pandemic that people also increase their adoption of technology to kind of adapt to the new normal and create what is truly today a hybrid lifestyle. And, we see this across core areas and entertainment, time with family, work, and in social.


So, generally, as we look at some of the sentiment around this, we saw what an overwhelming, positive impact it has had on people just to be able to navigate through the pandemic with success.


Entertainment was really about adoption of new devices and services, time with family, and social tools, and technology that allowed this to happen. Zoom, Amazon Show, Co View Viewing Services. And then, of course, there's an intersection with work where things like Zoom teams create productivity solutions for creating this virtual hybrid collaboration and communication.


And I know, you know, some of these quotes are, maybe hard to read, but what I love about the one with work is, no. We have someone here who said it literally saved our jobs.


And I think, you know, some of us can probably relate and are so grateful for the ability to have been able to do some of the work tasks at home, you know, navigating kind of a very different environment, you know, year and a half ago to where we are today. And so, that shift starts to come.


No, in the next slide, um, the shift starts to become a little bit more apparent. So, before we actually get into that, we wanted to take a step back and actually understand what hybrid means to people.


And we thought it was important to define this, because it makes people reflect on their lifestyle and truly consider what their day to day entails.


And we start to see that the work-life balance is actually DevOps, defined in many ways.


So in these two quotes, we kind of uncover a very functional side of hybrid.


But we also start to see an emotional aspect of hybrid lifestyle as well that's kind of emerging now and we'll kind of see as this webinar continues, the importance of the emphasis blazed on what an emotional element this is today than it was perhaps a year or two ago.


So, in these quotes, Highbury is, when you combine the best of both worlds for optimum performance for convenience or impact, pretty functional, you know? But then we start to see people who are kind of letting us know that it's improving quality of life, and anything that hybrid allows you to have a little of each thing that benefits you.


And I think what's happening here is this meeting, of one to create the superior whole for people in there, life and their day, and creating a better and improved way of being. So it does start to ask the question, is technology and the role it's playing enough today.


So we utilize text analytics to look at creating structure from unstructured, open-ended conversation, and data points within the community setting. So, while hard to probably take a look at, I will certainly kind of get in depth here to showcase kind of what, what it is that we're seeing.


So we asked people to tell us what words come to mind when they hear hybrid as it relates to their existing world and their context.


And we see trends as it relates to what hybrid means, but we also pick up on some interesting detail that give this word and people's lifestyle, complexity, and depth, And we start to see that defining hybrid can be very functional.


It provides things like flexibility, Particularly as it relates to work and life. But we see a faceted side to what lifestyle and work mean.


So working from home, but also other functional elements, like learning, apps, technology, that all make this happen, you know, zoom being a really big part of that as well. There is a convenience to all this.


But in order to get there, people, half, the people have been adaptable and versatile and how they approach their day-to-day.


So digging even a little deeper, we see this emotional side of a hybrid lifestyle come through where lifestyle is also about things like balance and a range of emotions that surround that.


So, there's actually a chunk of this wheel that showcases, you know, specifically convenience to adjustment, to stress, literally representing positive, negative, neutral emotions around hybrid and what that means for people.


So, in some ways, getting to this lifestyle may have been functional to start, but now, it's creating this balance of this hybrid world, which has its challenges and is even stressful for some. And while these are just words, we did actually have, people kind of give us more context into why they chose these specific words to describe hybrid.


So in this slide, you know, we, we can see that, at the surface of people's responses to hybrid life, the first things that come to mind are functional in nature.


It's convenience being able to get things done via a number of readily available tools, mainly through technology that kind of give hybrid meaning in life.


So, the ability to do some of these core tasks online and offline need, was really needed to create a space for people to continue the essentials, right?


Continuing work, collaborating, connecting with people, shopping, finding entertainment, all of that.


So, I think this quote is very, I think hybrid will also be something that you could do from the comfort of your own home, wherever that may be, And that was a really big theme that we were, we were seeing.


Then the next slide, we are now seeing with a more functional approach, there is an emotional side to hybrid.


And it's starting to reveal itself and how people are defining that.


So we start to see it's actually very synonymous with balance and it allows people to continue in the path of normal.


So, while beginning to, you know, actually now start think about their own physical and mental health.


So, we started to see people are happy with the lifestyle and the role that tech has played and helped them kind of maintain a life in the pandemic over the last year, almost two years now.


When we start digging into some of the quotes and really understanding why people have sort of chosen words that they have, we start seeing without balance.


People actually tend to ebb and flow in their feelings and experiences with the hybrid lifestyle today. So is technology just great, because it gets things done? Or does it actually leave a gap when trying to find a balance in today in today's new normal?


Which I know we keep saying that And it is just the normal of today but an important point to make because it's been such a huge shift I think, from where we were at the start of the pandemic.


So as we dig a little deeper into getting into what the day-to-day life is, like we see that emotion becomes a really big part of the reality.


Now two years in and this duality creates this inherent need for balance, though as they previously focused on fulfilling functional needs, it's created a disproportionate equation and has really left emotional needs unmet at this point.


And even though satisfaction is high with how technology has helped people during the pandemic, in this, you know, now, hybrid lifestyle. We actually now begin to uncover that there may be gaps and specifically due to lack of meaningful bap Balance or the inability to use tech as a means to achieve this equilibrium.


So there's an underlying tension. I think people are trying to maintain this balance, especially as the hybrid experience continues to evolve.


Now pretty much post pandemic.


It isn't really quite working the way that people need it to.


So what was once helpful in giving kind of flexibility to be at home, it's now actually hard to stop working while remote, while being remote. You know, I think this is something many of us can relate to.


So this quote Here, It is harder to unplug. Stop working when remote. But I'm grateful.


I could continue to work during the pandemic.


The dichotomy here of, you know, the gratefulness of being able to keep your job but then the effects that that's had emotionally I think is now creating a very blurred line of work-life balance that's creating physical and mental exhaustion.


So the emotional toll, the pandemic has taken on people.


Now, just about two years later really can't be ignored. In spite of how much we've adopted technology to sort of regain normalcy in what our day-to-day looks like.


So though technology, it's given us the ability to live in a hybrid lifestyle with a lot of conveniences and the ability to create a new normal. It still is actually not normal.


The lack of balance that many people cite and trying to achieve is beginning to compromise people's mental and physical well-being.


So we've seen this with our ongoing research at Ipsos, particularly with the pandemic.


We know that there's kind of a call back to traditional values, a renewed focus on relationships.


The result of this is just created dissonance in how people want to actually be living their lives.


So, to preserve their own mental well-being, we start with the kind of distinct perspectives as to how people re-assess the role of technology in their lives. And I will say, I think there's, you know, does become more complex, But I think these are really two powerful themes.


Kinda, coming out, of really trying to create this pursuit of happiness and balance, people are much more thoughtful about how they think about integrating technology. Specifically accounting for overwhelming need to reduce screen time and include more human interaction.


And we know technology is here to stay.


I think people, you know, need it in a lot of ways.


but they do plan to be a lot more deliberate and intentional about what they're using and how they're using it.


So in less green screen time, for example, it serves the purpose of entertaining some people during the pandemic but it has become stressful.


And it's a dependency on devices and it's akin to areas like no, doom, scrolling, or deaths scrolling.


And for those, you know, unfamiliar, this term is sort of used to describe the habit of getting stuck into, you know, scrolling through endless social media feed, and then having no willpower to stop consuming content. I am very, very guilty of this.


I think it's affecting people, and people are a lot more conscious about kind of how to stop that.


Because it's a behavior that they don't necessarily like, and they recognize that there are other things that they could be doing.


So this quote here, I want to spend a little less time on the computer. I think it's important to do other activities that don't require so much screen time.


So there is consciousness around, around this that I think is, you know, pertinent or to call out the other core area where technology's role is less prominent is human interaction.


And the lack of this has really created isolation for some that ebb and flow, you know of emotions towards a pandemic has really taken its toll.


I was just reading how depression has really gone up in the pandemic significantly and I think, you know, the lack of human interaction in isolation kind of creates the challenge for so many.


Where technology, perhaps, you know, doesn't necessarily help to create the balance that everyone is looking to achieve.


So, I'm going to pass the mic now to my colleague, Kristyna, who's going to share more on the future role of technology.


Great, thanks, Amber.


So, when we take a closer look at the verbatim, we really begin to see this nuance with what people want to phase out of their lives as we assume this post pandemic life, especially among those 829.


So, these young adults in particular are citing a desire to decrease their engagement with remote learning and intend to reduce their time in social media.


For many remote learning has really been a huge challenge for students over the past few years, many of which had to essentially complete their college degrees online, which left them feeling like they were robbed of that experience.


Others didn't feel like they retain that information and so, they felt as though they didn't get the same value from their education as a result.


What we heard from one of the young adults was, technology kept me from going crazy during the pandemic because of things like YouTube and Twitter, but also dealing with Zoom Classes for school for the past year and a half has fried my attention span was more frustrating than anything, because I don't feel like I got I don't feel like I actually learned anything.


They're also becoming increasingly mindful when considering the negative impact that social media has had on their self image and how they perceive the world around them.


I think this is true for most of us, but it's especially top of mind for these young adults who are even more aware that this type toxic climate really creates this environment for divisive discord, and it's impacting how they perceive themselves, as well as the world around them.


But despite all this, and clear tensions that people are expressing, we're still seeing that may need any claim to maintain or increase their use of tech acquire across these core categories.


So, as we adapted to meet many of the functional demands, to maintain this normal life, we also realize how necessary tech has become to this new normal that we're all living today.


While not all solutions that we've taken on over the past few years will sustain post pandemic.


Strong relationships and associations were forged among some of those new adopted behaviors and devices which many intend to continue into the future.


So when we think about entertainment, most will continue to use these new devices and services like Netflix and their Nintendo switches, especially when they can share those experiences with others. So, the trends increase trends that we saw on gaming over the course of the pandemic will likely continue.


Many were also able to use technology to reconnect with long distance friends and family rekindling those relationships, so solutions like Zoom and other video chat options will continue to be leveraged in the future.


They also adopted these new collaboration and communication solutions in the workplace, including Teams and Zoom.


And so many will maintain these tools in the future to continue productivity and remain connected with their fellow remote co-workers as we are today.


While these still help to meet many of the functional needs, emotional needs are not being ignored. So when we look at previous research we've done here recently at Ipsos, these learnings really helped to eliminate the ways in which people are examining their new hybrid lives.


31% of Americans are re-evaluating their life or plan to in the near future, and specifically how they prioritize what's important to them for a fulfilling life.


21% you see here, once you find a better work-life balance as a pandemic, has blurred those lines between work and personal life, causing many to work more hours versus pre pandemic. Which I'm sure many of us can also relate to.


23% intend to make take mental health breaks from work and their routine to preserve their own mental well-being, rather than waiting until their performance or mental health are negatively impacted, All of which indicates that we are working towards a better way of being balanced in mind.


And so though it was easier in the earlier in the pandemic to put these emotions aside as the new normal was all about adjustment and learning how to navigate this hybrid lifestyle. It's now going to be a key consideration moving forward.


Though many are satisfied with the way that tech and these new adopted solutions and behaviors have helped us survive the pandemic.


We're now seeing that people are looking forward to finding better tech solutions to meet their functional and emotional needs.


We also observed an uptick in those seeking better non tech solutions surprisingly, especially considering those used to enrich their social lives when spending time with family.


She's specific activities that really do thrive on being in person, having that human connection and sharing unique experiences.


And while there are many tech forward solutions to functionally meet these needs, to connect and interact with one another emotionally, they're still missing the mark.


Let's begin to uncover more on what this means and how these new expectations for the evolved role of tech will play in the future.


That said, people are really open to what these new solutions might look like when it comes to work.


Some mentioned the irony that, you know, technology also creates this expectation that you're on an available july 24th seven. So this naturally impedes on their value time with friends and family, as well as time, to practice self care.


And to account for this, they be open to an app that would help enforce a better work-life balance overall, Perhaps one that turns off notifications or restricts access for a certain time period each day.


But the burden isn't just on tech itself, they're also asking that there is a increased responsibility among their employers to help their organizations to adapt to this new hybrid life, allowing for better balance overall.


And this includes ways to support better time management: improved communications, to promote mental health services that are available to them, and integrated solutions to help them remain productive in a hybrid environment.


one worker mentioned, I wish my company would adopt more hybrid work, as it does allow for a better work-life balance.


When thinking about tools used for social lives, it's a bit more of a love hate relationship that I think we can all relate to.


Sure, they appreciate the distraction that this helps to pass the time and keep their spirits up over the course of the pandemic or they now need a break and want to completely disconnect and have a more fulfilling human connection and interaction rather than just via their devices.


And it's also been a hindrance to distracting many from their responsibilities and tasks. So something that helps them turn off notifications or even restricts their access would be helpful, as well, especially during work hours. Help us stop those deaths scrolls.


This is also true of entertainment and time spent with family.


There's this greater intention behind what this looks like in the future.


Sorry about that.


And so they really want some of these apps to play an active role. And that could be a timer that goes off or a reminder to do a different activity that helps them remove themselves from their, their phones and from their tech, entirely.


And one person mentioned, I would love a device with a built in app that reminds me to stop what I'm doing, and take a few moments for myself, and relax or meditate, handling household pets, and a job can be stressful at times.


So, though, once they were hungry for editing in all content to help pass the time, now many are realizing that they keeps slipping on me.


Now, many are realizing that they really need something that helps them be more intentional And with content that is unique and different, and so they want to make sure that they're able, that they're able to invest in a smart way.


They also feel that the pandemic has created this space that may not have been there before.


It gave people pause to collect their thoughts with family despite distance and collect and connect in a new and different way.


And though they are still leveraging tech to maintain these long distance relationships, many are now seeking solutions to help them prioritize this precious time.


And as such, they're looking for things that are going to help them stay organized. And they really need support in this area, especially regarding family sharing and planning.


They also desire more shared online activities that help them feel more connected to their loved ones, helping them to stay connected in a meaningful way, especially with those numbers outside of the home.


one person noted: Organizing multiple family members schedules can get complicated when we don't communicate well.


It's nice to have shared family calendars, and we also rely on shared checklists, like shopping lists, group chats, and other online shared activities.


So what we organically begin to see unprompted is this underlying tension that no amount of technology would be able to sell for, the ability to be face-to-face and have genuine human interaction.


This core gap is something that's really, been sorely missed over the past few years, even though technology is here to stay.


This gap will continue to play an essential role and help people continue to adapt to this new normal.


Today, technology does not meet all needs, or fill or gaps for people, and that's been really clear in what we've heard throughout the course of this research.


And that's a really critical component to creating a more robust, fulfilling whole life.


one person noted and missing some people in person, which is always a lot of fun. Zoom is OK, but it's not the same as going out with other couples to a restaurant and spending time with them.


So, what does this all mean?


And while there's not one technology or app that's perfect, and there are a lot of ways, there are still a lot of ways that we can help them, genuinely connect and support them on and offline.


So we've kind of delineated these between work and life. And so, within the lens of work, employees expect organizations to offer a flexible and hybrid situation with the ability to dictate their own schedules. They really want to have autonomy in the ability to choose when they're online versus in person, and create a flexible, convenient schedule that really works for their lifestyles.


And they also need solutions to help them using this transition to support communication and collaboration among their hybrid workforce is tools will be critical to success, especially when considering retention in the long term.


We also ask that you consider increasing awareness of your mental health resources, making them available to all employees, and it's clear that many need support, even though they're not explicitly asking for it.


Do you want to take over, and you're off on thoughts on life?




And so, when we look at life, no.


I think that overall notion here is prioritizing mental health and being more intentional with time and what that actually means for people.


So, there's an element of being genuine about how, you know, to connect with others in person, when possible.


I think genuine being the key word, where we really, you know, see that, even throughout other research, with meaning around what that could look like, And language, that actually helps them emphasize the importance of what self care is, and support, both on and offline. We're starting to see that people are conscious of that.


And that they want to be proactive about taking care of it before it gets to a place where it's, you know, feels daunting or feels too late.


Helping people prioritize mental health is, you know, could be translated to monitoring, what screen time is it being intentional about limiting that?


I think, you know, it's hard task to do, as we sort of saw the comments coming from, from, you know, the community that it, It's really a challenge, because it's right there, and it's so easy, and it's been so ingrained.


But I think finding the time to be intentional about lemming that is very important. Then, of course, understanding, you know, what balance and mindfulness actually mean to consumers, as we look at the hybrid lifestyle, which will continue to evolve. And I think the need for technology, as we've shown, is going to continue, but how, how do you create balance and make it more meaningful? And, I think really understanding what this means is a really great start to getting there.


So, we can jump back on camera and see if there are any questions, as we wrap up.


So, I'm seeing a couple actually come in here, and Kristyna can kinda jump in. So, this first question here, did you hear anything for older, non traditional students about working in a virtual classroom setting?


So, I mean, I think from our data, young adults really kind of came through as a differentiating point here.


I think it was a little bit easier for those who are older to kind of be in it, be in that setting to kind of get get work done or learn.


But for younger, I think for younger adults, it was the experience around that set virtual learning via high school or college.


I think part of the experience that comes with that, you know, was lacking, Christine. I don't know if you'd add anything to that.


Yeah, so we also heard among some of those older students that retaining the information was also difficult for them in a virtual setting. And so while it was especially true for young adults, it's something that can be applicable across, you know, most of the demographics that experienced online learning during the pandemic.


Let's see.


We have another question.


Interested in understanding how older parents with grown kids are being impacted for time with family?


Are they less able to do in person time?


I don't know that we actually saw maybe specific comments around that, for us to maybe be able to make a comment, but we can certainly look into that.


Christine, I don't know if anything pops up for you.


No, but I do think that universally what we heard even among parents was that there's still desiring, more intimate connections, especially with other family members. And so I think that's still a priority for them. Despite perhaps having busier schedules overall, you know, people generally are prioritizing this time And making sure that it's something that they can, you know, work into their daily schedules.


Yeah, and I think there isn't necessarily a distinction made with family in person, maybe living in your immediate household versus other family members, or, you know, neighbors, or even people who live close by.


I think there was a very clear physical separation in these last two years, where, you know, the virtual meeting of that is what isn't good enough anymore and I think that's sort of where the commentary of just, understanding, you know, the human interaction being, the critical component amongst that.


So, I think hard to make a distinction of Immediate family maybe living in the household versus sort of the overall lifestyle that that the pandemic has created.




Let's see if there's any other questions.


So, Kristyna, outside of the data that you shared on young adults, anything else that stood out?


I think it was really interesting to hear from young adults, that even they were really surprised by the level of adoption that they had to take on for new tech, to maintain their daily lives. And naturally, we think about this group is being, you know, very digitally liberte lip literate, is me, and already being very immersed in digital life. But even among these members are these people, we heard that they were surprised by the amount of new technology and solutions that they had to integrate into their lives.


Yeah, I think that's a great point.


So we have two questions here that I think we could probably answer together, as they're sort of related. Do older adults experience zoom fatigue more than younger people?


and, How has Tech changed for seniors or tech changed life for seniors?


So I think the zoom fatigue is real for everyone across the board. And I think it's the technology around how you connect with people that people are very fatigued by.


So even younger people, you know, the finding that we had, they were much more vocal actually about sort of that fatigue, but I don't think that that's limited to them by any means.


It was an interesting finding, because most of them, digital natives, in terms of how their lifestyle just is, which is not obviously the same for seniors, I think seniors have had to adapt much early on.


And I think the research we would have seen a year and a half ago would have shown that, that there are challenges around what that looks like, but it creates that necessary evil of having to have to adapt to that in order to kind of survive.


So I think that shift probably would have been maybe more prominent with a lot more vocal seniors early on in the pandemic. And I think now, because it's part of this new normal, it's a little bit easier, I think, having to adapt that.


But, yes, I will say, I think fatigue exists across everyone, and it's the mental health angle that I think create, creating some of that, you know, tensioned, for them.


Christine: Exactly.


Yeah, so, I think another interesting learning that we had coming out of the research was when thinking about new solutions that the, they're requesting in the future. Many younger members were asking for solutions that are more intuitive, more integrated, device agnostic. That they're older family members could easily take on. So, simple UX, intuitive design, things that they wouldn't necessarily have to take on the burden of. Teaching them how to use these solutions to connect would really help them continue maintaining these relationships, you know, long distance family relationships well into the future, and I think that was something really clear coming out of the learnings here.


Next question: Were there any findings about increased adoption and usability?


So, I think thinking about increase adoption, certainly, that was kind of across the board. We heard that everyone's that adopting new solutions, new devices to kind of adapt to this new life. And that's certainly true in all of our previous research as well. And when it comes to usability, I think that very much echoes my last note, you know, they're looking for intuitive, integrated solutions that anyone can kind of pick up and leverage in their day to day and really helps to streamline that you know the dichotomy between on and offline interaction.


I'm just checking here for any other questions.


I think we might have kind of gotten through them.


If there are any further questions that come up, you know, we certainly will follow up via e-mail.


But we appreciate everyone's time being here and we'll be sending this out shortly after.


Thanks, everyone, for joining. Hope that this was insightful for you, and we'll chat soon.


Thank you so much.


The author(s)

  • Amber Jawaid Vice President, SMX, Online Communities
  • Kristyna Kanzler Director, Ipsos Online Communities

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