SAN FRANCISCO, June 24, 2020 /PRNewswire/ -- As COVID-19
has made technology in the home increasingly the lifeblood of all
connections to the outside world, more Americans worry about the
data privacy of their family members and managing the technology
needs of their aging parents. When it comes to kids and screen
time, however, they aren't so concerned.
In its most recent Technology and Social Permission survey,
global communications consultancy Ketchum uncovered and dubbed an
especially stressed population the Technology Sandwich Generation –
parents of children under 18 who also assist their own aging
parents with technology.
One hundred percent of survey respondents said they help their
parents with technology-related matters; 70% did so in person
(reported pre-COVID-19) and 31% said doing so is a burden. This
could indicate that this assistance takes away from precious time
to enjoy family. In addition, 87% were at least somewhat
worried about their parents falling victim to hackers, scammers or
phishing attacks.
"The Technology Sandwich Generation is facing a double-whammy:
ensuring their children and parents are both safe and competent in
using technology," said Lisa
Sullivan, partner and director, Technology, at Ketchum.
"Brands that are mindful of this dichotomy and opt to make
technology simpler and yet more secure stand to gain a real
competitive advantage."
This group reported being less concerned about screen time
disrupting family life, the traditional worry about technology in
the home. More and more embrace technology to enhance family
togetherness and quality of life. In the research conducted
pre-COVID-19, 72% of the Technology Sandwich Generation say
technology is bringing families together by enhancing the time
spent with their children; furthermore, 90% agree that technology
has had a positive impact on parenting. Close to 8 in 10 (79%) felt
better or the same about video gaming in 2019 than they did in 2018
and 74% felt better or the same about their kids' screen time in
general.
"Concerns about technology and family are not what you think
they might be. Indeed, today's parents are digital natives
themselves who play games and value screen time. So, incorporating
it into family life seems natural," said Melissa Kinch, partner and managing director,
Technology, at Ketchum. "During the pandemic, the anxiety the
Technology Sandwich Generation feels has likely intensified as
seniors are forced to stay home and master technology for
everything from healthcare and finances to grocery shopping and
videoconferences with their family. Aging parents who can't adapt
face more isolation and possible risk."
The Technology Sandwich Generation also feels greater concern
than the general population for family members becoming victims of
tech security issues:
- 91% feel worried for their child (compared to 88% of the
general population)
- 87% feel worried for their parents (compared to 74% of the
general population)
- 77% feel worried for a grandparent (compared to 68% of the
general population)
- 91% are at least somewhat worried about data privacy in
general
- 88% are at least somewhat worried about data security in
general
- 45% feel worse about data breaches in 2019 than they did in
2018
In a recent report on COVID-19's impact on technology
innovation communications, Ketchum advised brands to think
specifically about the following:
- Safety is paramount. Brands that help adults keep their
aging parents safe and functional will have a huge market
opportunity. Even basic education campaigns and assistance programs
can be a winner for a consumer technology brand building trust with
its consumers.
- Ageism won't fly. Brands that ignore the needs of older
adults, especially as that population explodes, will face new
backlash – and lose huge swaths of potential customers.
- Data protection is top of mind. There will be more
criticism and distrust of brands that don't go above and beyond to
protect data scams and privacy issues related to society's most
vulnerable senior citizens. Financial institutions, healthcare
institutions, governments and others will be held to a higher
standard.
The Technology Sandwich Generation findings are part of
Ketchum's annual Social Permission and Technology Study, which
delves into a wide range of issues with respect to consumer
concerns about the security and privacy of personal data and how
those concerns are driving behavioral change and putting brand
reputation at risk. Read more about the study at
www.ketchum.com/techruptors2019.
Through its suite of products and services, Ketchum offers
expert counsel on how to identify and manage reputation and
communication issues related to data privacy, cybersecurity and
related topics.
For more information, visit www.ketchum.com/technology.
About Ketchum's Social Permission and Technology
Study
Ketchum Analytics conducted the second annual Social
Permission and Technology Study, an online omnibus survey of 1,022
adults age 18+ in the United
States, between Aug. 20 and Aug. 23,
2019. When necessary, the data was weighted to be nationally
representative of the U.S. population as it relates to age, gender,
region, race/ethnicity, education and income. The margin of error
for the total sample is +/-3.1 percentage points at the 95%
confidence level. Smaller subgroups will have larger error
margins.
About Ketchum
The winner of 105 Cannes Lions and
PRovoke's Global Creative Agency of the Year, Ketchum is the
most creatively awarded firm in our industry. We're equal parts
human-centered and business-focused, empathetic and intelligent. As
a global communications consultancy, we combine the deep industry
and specialty expertise of boutique firms with global reach to find
unexpected connections that lead to lasting relationships and work
that matters. For more information on Ketchum, a part of Omnicom
Public Relations Group, visit www.ketchum.com.
About Omnicom Public Relations Group
Omnicom Public
Relations Group is a global collective of three of the top
global public relations agencies worldwide and specialist agencies
in areas including public affairs, marketing to women, global
health strategy and corporate social responsibility. It encompasses
more than 6,300 public relations professionals in more than 370
offices worldwide who provide their expertise to companies,
government agencies, NGOs and nonprofits across a wide range of
industries. Omnicom Public Relations Group delivers for clients
through a relentless focus on talent, continuous pursuit of
innovation and a culture steeped in collaboration. Omnicom
Public Relations Group is part of the DAS Group of Companies, a
division of Omnicom Group Inc. (NYSE: OMC) that includes more
than 200 companies in a wide range of marketing disciplines
including advertising, public relations, healthcare, customer
relationship management, events, promotional marketing, branding
and research.
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SOURCE Ketchum