As technology continues to reshape the way we live, work, and connect, consumers’ emotional responses to its advancements reveal a complex narrative. For decision-makers in the retail and mobile carrier industries, understanding these sentiments can offer valuable insights into consumer behavior and inform strategic initiatives. Our latest survey dives into the emotional landscape of technology users, uncovering trends that are both exciting and sobering.

Balancing Innovation and Dependability: Key to Success in a Competitive Market

Our survey highlights a striking dichotomy: While 26% of respondents express excitement about trying new technologies, 58% report feeling anxious when their devices fail.1 This dual-edged sentiment underscores consumers' deep dependence on technology and the pressure retailers and mobile carriers face to meet ever-increasing expectations for reliability and innovation.

This presents both an opportunity and a challenge. The appetite for innovation is evident, but so is the demand for seamless, dependable experiences. Balancing these priorities is critical to staying ahead in a competitive market.

Acting Your Age: Generational Attitudes Toward Technology

Generational differences offer further nuance when it comes to technology and consumer behavior:1

  • Gen Z and millennials are the driving forces of enthusiasm. These groups are more likely to associate technology with entertainment, self-expression, and curiosity, and they’re eager to adopt innovations like AI-powered tools, immersive shopping experiences, and advanced mobile services.
  • Gen X and baby boomers, on the other hand, display a more cautious approach. While they value technology’s utility, they often harbor skepticism about its reliability and broader societal impacts, such as job displacement due to automation.

 For decision-makers, tailoring strategies to resonate with these distinct attitudes can unlock new opportunities. For example, marketing campaigns targeting younger audiences could emphasize creativity and exploration, while messaging for older generations might focus on reliability and safety.

Trends in Technology Dependence: Increasing Reliance and Rising Anxiety

Our survey also reveals that 47% of respondents feel heavily reliant on technology for daily activities.1 This dependency has led to a rise in anxiety, particularly when devices fail or services are interrupted. For retailers and mobile carriers, this highlights the importance of robust customer support and resilient infrastructure.

Consider the role device protection programs, extended warranties, and premium support services can play in your strategies for reducing customer anxiety around tech failures. These offerings alleviate that anxiety while building trust and fostering loyalty. Companies that position themselves as partners in navigating the complexities of technology will likely earn a competitive edge.

Connection Strategies: Bridging the Gap Between Excitement and Anxiety

So how can industries embrace consumer excitement while successfully addressing their anxiety? Here are three actionable strategies to help bridge the gap.

  1. Deliver Reliable Experiences: Ensure that your products and services are dependable. Invest in infrastructure, streamline troubleshooting processes, and offer proactive support to reduce customer anxiety.
  2. Celebrate Innovation: Cater to the excitement for new technologies by highlighting cutting-edge features and capabilities. Showcase how innovations enhance everyday life — from AI-powered recommendations to faster, more reliable networks.
  3. Build Trust Through Transparency: Address skepticism by being upfront about how new technologies work and how they benefit the consumer. Education and open communication can go a long way in fostering trust.

Case Study: Assurant Personal TechPro℠

Did you know that 44% of customers are more likely to buy connected tech if it comes with protection and/or support services?2

Device reliability and consumer trust go hand in hand. Through support programs like Personal TechPro℠, we can start building that trust and quelling consumer anxiety as early as the point of purchase. We do that through:

  1. Reliable installation and setup experiences for consumers purchasing phones, computers, and other smart devices.
  2. Personalized support that caters to consumers of all ages and tech experience levels through varied channels, like chat and phone appointments, self-service options, and screen- and camera-sharing capabilities.
  3. Trusted expert technicians who bring transparency, human empathy, and an average of nine years of tech support experience to every consumer interaction. 2

The result? 3

  • 98% resolution at the first customer touchpoint
  • 4.85 customer satisfaction score
  • 84 NPS

Looking Ahead: Building Trust With New Technology

In a world where technology is rapidly evolving, the ability to navigate its emotional impact will be a defining trait of industry leaders. The question isn’t just how to innovate, but how to do so in a way that resonates with — and reassures — your audience. By understanding and addressing consumers’ excitement and anxiety, retail and mobile carrier companies can strengthen their relationships with consumers and drive meaningful engagement for years to come.

 

1Assurant Connected Consumer Trend Report, 2024

2Assurant Personal TechPro℠ Research, 2024

3 2016 − Apr 2024 Assurant Reporting