Budapest, February 8, 2018 10:00

Young people do not distinguish between the analogue and the digital world any more. Upon Magyar Telekom’s assignment Kantar Hoffmann explored the cultural impact of digitalization in the frame of a comprehensive research. Among other findings the research results make it clear that the differentiation between the digital world and the “real” world can no longer be interpreted by the younger generations as these notions are incomprehensible for them.

Kantar Hoffman’s Connected Life international research among regular internet users above the age of 14, the supplementary ethnographic and semiotic research as well as the background analysis of 11 Hungarian experts give a comprehensive picture on the internet use habits of the Hungarian population and the view-shaping impact of the digital progress.

The results show that Hungarians spend an average of 2,5 hours in the online space where half of the connections are initiated from telephones and the other half from PCs. Out of 5 users 4 have smart phones whereas 88% have PC and every sixth internet user uses a tablet or some other device. As many as 44% of the respondents are familiar with purchasing services or goods online, however, only few purchase convenience goods through this channel. The social media sites, however, are very popular: two third of the participants use these portals on a daily basis, where the most popular is Facebook.

The internet does not only change our lives on a practical level, it also changes our general view on the world. A key aspect of this phenomenon is our approach to the digital and the real world. Based on the research the X and older generations interpret the two as different notions and they think that the real world is more natural, comfortable and - this is the most important observation - valuable than the other. As opposed to this the younger Alpha, Z and Y generations simply cannot understand the separation of the two dimensions: there is only one world for them which is real, but digitalized. The X and Y generations actively use digital opportunities. All this is natural for the Z and Alpha generations, being digital natives.

Digitalization is a tool for continued learning: knowledge sharing is inspiring and forward-looking for all stakeholders. Although it accelerates globalization; humanization and digitalization are not contradicting terms at all. Positive values (humanization, close relations, connections, simplicity) are not harmed by digitalization, what's more, if we use digitalization as a tool we can shape and enrich our world - as Kantar Hoffman’s research on cultural phenomenon points out.

The increasing value of the direct environment is an experience which is independent from the respective generation. It is becoming more and more important to find livable spaces, community and human dimensions. We search our personal comfort zone in slowing down instead of accelerating and enjoying the natural flow of life while playfulness, natural things and honest moments are brought in the foreground. Digitalization helps to find communities, supporters and involvement.

“Digitalization is way beyond technology, it is much more about people, different entities, re-shaping the society and cultural changes. This makes the mission of Hungary’s leading info-communication service provider clear: to empower people so that through digitalization everybody can actively and fully be part of this remarkable age where we live ” - emphasized Magyar Telekom’s CEO. According to Christopher Mattheisen the opportunities offered by digitalization will only be substantial if they are available for more and more people.

The summary of the research by Magyar Telekom and Kantar Hoffmann on reviewing current cultural phenomenon is available on the http://digitalismost.hu website.