PHD Italy, in partnership with Ciaopeople Media Group, has conducted a research study looking in depth at the relationship Italians have with technology.

The study entitled “Disconnect to reconnect” aims to better understand how Italians are happy with their lives always being connected (mainly through smartphone devices) and the impact that has on online advertising, especially video content.

The research highlighted four cluster groups; the conscious (25%), enthusiasts (21%), the functional (21%) and nostalgic (33%) which are profiled as;

Conscious: predominantly young people, they love technology and they use it a lot but they are aware about the risks such as those related to privacy and stress

Enthusiasts: they love technology,  and they can only see positive aspects

Functionals: they use technology when they need it and are perfectly able to balance the use of it in their lives

Nostalgics: a bit older, they do use technology, but they perfectly remember the world before smartphones and sometimes they regret it

Three videos featuring Italian YouTube stars and an illustration picturing the 4 clusters (4 protagonists embodying the 4 clusters) were presented as part of the output of this report at a launch event to PHD clients and colleagues which took place this week.

You can read a full report on this research via Pubblicita Italia here.