Presented with the choice, 69% of Americans would rather be people-savvy than tech-savvy, finds Ipsos Open Thinking Exchange (OTX) in June 2012 survey results. Women in particular would rather be people-savvy, 14% more likely than men to display this preference (73% vs. 64%). Ipsos suggests marketers take note of these consumer preferences to craft messaging that plays to people’s desire for emotional connections. Indeed, research has shown emotional connections to be a driver for anything from radio listening to TV ad response.
Breaking down the data by age group, the Ipsos survey reveals no distinct trend, although 50-64-year-olds appear to be more likely to choose people smarts than 35-49-year-olds (71% vs. 66%). Interestingly, those under 35 are less likely than 35-49-year-olds to say they would choose to be tech-savvy.
Looking at trends across the globe, the survey finds that North American respondents are the most likely to choose people instincts over tech smarts, with 72% voting for the former. By contrast, respondents from the BRIC countries (Brazil, Russia, India, and China) are much more evenly split, with 54% preferring to be people-savvy than tech-savvy. Respondents from Latin America also have a lesser margin of difference, with 42% saying they would rather be tech-savvy.
Despite a majority of respondents in most countries choosing people- over tech-smarts, 2 countries bucked the trend. Chinese and Indian consumers both voted in favor of being tech-savvy, 54% vs. 46%. Mexicans were not far behind, with 47% opting for tech smarts if given the choice. Interestingly, despite Chinese preference for tech smarts, respondents in Hong Kong were far more likely to choose to be people-savvy than tech-savvy (72% vs. 28%).
About the Data: The Ipsos data is based on a survey of 12,500 consumers in 25 countries conducted in January 2012.
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