Based on the above researches/ findings, we conducted the analysis and synthesis of data via affinity mapping to formulate insights about users' behavior.

1. Adoption of Technology

While users seek unique experiences, their willingness to try them out is driven by trend & convenience.

In the case of this project, the term “unique” refers to the experiences that address the user's stress-relieve and affective needs. In other words, users are looking for experiences that arouse a specific emotion, such as pleasure, and satisfy their desire to escape reality.
‍
Factors such as trend and convenience can influence users' willingness to try those "unique''  experiences.

→ How to define trendy? - Exposure to the service

An experience needs to appear trendy among certain communities to be picked up by pragmatists. The evoked emotions both worth sharing and relatable.
‍
What does this mean in the context of imaging future experiences of 6G?
In the end, the adoption of 6G will not be driven by technology itself, but by people’s capacity to make meaning out of the communities and emotions inspired by them. In their eyes, a "unique" experience is one that reinforces their identity and sense of connectedness with others.

→ What is convenience? - Proximity to 
the service

An experience has to be close in space and relation, and offered at a reasonable price so that pragmatists can consider it as convenient.
‍
What does this mean in the context of imaging future experiences of 6G?
An experience has to go through the awareness, interest, and evaluation phase to meet a pragmatist's criteria to try it out. So in order to bring the technology to the mass, experiences have to be easy to observe, understand, and approach.

2. The Role of Presence

State-of-the-art technology helps users to escape reality. Ultimately, appealing content in appropriate context is what drives presence.

What is presence?
There are two types of "presence": the technology-mediated immersion and the psychological state of “being there.” In order for the users to feel truly present in an immersive experience, they need to achieve the psychological state. Thus let's find out what is appealing content and appropriate context.

→ Appealing content drives users' presence in a immersive experience

“Going to the stadium and watching it at home are different, but both are great experiences.”

– a passionate football fan

Whether the content suits the taste is a very subjective matter. We found that appealing content is not only in line with users' interests but also enables users to consolidate their psychological identity further. Though technology is a hard requirement, Users know that technology can only get them so far; presence is achieved by content that speaks to their identity and inspire connections with people with similar minds.

‍What does this mean in the context of imaging future experiences of 6G?
When the internet is fast enough, there is even a higher emphasis on the content because if the content is not there, people will not feel present no matter how good the technology is. When content reinforces people’s identity and enhances their sense of connection, they reach true presence — a state of focus where nothing else matters.
‍

→ Users' presence is dependent on physical/social context

In terms of physical context, we learned that people prefer to enjoy fully immersive experiences in private spaces. In contrast, they preferred to enjoy less immersive experiences in public places whenever there is a clear delineation among what is real and what is virtual.

Moreover, public use of novel technology increases users' self-awareness and hinders enjoyment because there hasn’t been a broad acceptance of the technology yet. In the idea testing phase, multiple participants voiced the social concern of using not-yet-accepted technology and anxiety of appearing odd on the street or in front of people.

“It’d be quite embarrassing [to use AR glasses] in a cab. The driver probably has no idea what’s going on.”

– a computer science student

‍What does this mean in the context of imaging future experiences of 6G?
Immersive experiences should maximize the characteristics of the users’ space, account for their social needs, and leverage the social context of use.

Moreover, when 6G is deployed, artificial intelligence should leverage users’ physical and social circumstances to deliver desirable immersive experiences using synthesized data.

3. Personal Agency & Users' Control

An all-connected world should allow users to forego control with a deep sense of safety to accomplish goals, without sacrificing their personal agency.

In an all-connected world where devices are truly ubiquitous, users should be willing to forgo control and let technology accomplish their goals, but with a sense of safety. It isn’t about stopping the advent of innovative technologies but developing them in a way that users feel safe in letting these technologies make decisions for them without sacrificing their agency. At the end of the day, users’ authority CAN NOT be undermined.

→ Mismatch between users’ mental models & system model

“I don’t know what a brain interface will look like. So I don’t think I ever use it”

– an avid football fan

This is an instance of how there is a mismatch between users’ current mental models and what these future experiences would look like, stopping them from trying these experiences.
‍
What does this mean in the context of imaging future experiences of 6G?
Future experiences should hint at updated mental models by drawing analogy to prior technologies or other aspect of people's lives. No matter how groundbreaking, there needs to be a sense of familiarity for users to be comfortable to try out these experiences. 

→ Users don’t want technologies to invade their decision-making ability

“...I have a small feeling of being a puppet to the device...”

–  a postdoctoral student

Users don’t want technologies to invade their decision-making ability. They are comfortable with offloading some responsibility but not everything. These technologies must be just making their lives easier, not dictating their lives. In a more metaphorical phrase, the users should be pulling the strings, not the technology.
‍
What does this mean in the context of imaging future experiences of 6G?
As autonomous technologies become smarter and more capable, they should give solutions with a clear boundary of responsibility and not take away decision-making power. Users need to know to what extent these technologies are making decisions for them and that they’re not undermining the user’s authority at any given moment.

→ Users’ willingness to forego control is both subjective and contextual

It is subjective because every user draws the line differently for what they are comfortable with.
‍
It is contextual because the boundary fluctuates a lot depending on the environment users' are located. Users’ desirability to control the experience changes based on whether they are in public with more invasive stimuli or in a private place such as at home where there are fewer. When there are more invasive stimuli, users are constantly distracted. The combination of invasiveness and the number of stimuli comes with a desire to control the experience.
‍
What does this mean in the context of imaging future experiences of 6G?
For a truly immersive experience, we need to push the boundaries of stimuli. However, users should  always feel like they are in control. Moreover, the diverse granular preferences of users enjoying future experiences demand mechanisms to customize personalization and control.

4. Perceived Privacy

Ubiquitous data collection for personalized services increases need for perceived privacy, from the core network all the way to the interface.

The key here is perceived privacy. So what is it?

In this 2018 paper The role of privacy policy on consumers’ perceived privacy, the authors define perceived privacy which we condensed to 2 major factors: their rational considerations and intuition. The risk of data being stolen and how much control users have over their data is the logical response, which is informed by the privacy policies of tech companies. On the other hand, users' emotional reaction is how much trust users have in a particular device and what could break that trust.

→ Perceived Effectiveness of Privacy Policy

→ Transparent, customizable privacy level control to account for subjective privacy concerns

Almost all participants have concerns directly tied to this emotional response. People have concerns regardless of the technical and logistical details of how their data would be protected because these details are beyond their perception.
‍
‍
What does this mean in the context of imaging future experiences of 6G?
User's subjective perceived privacy can be addressed by innovative infrastructural changes around privacy customization at the network level. Several users also wished for various privacy levels and measures. They are comfortable with sharing certain data over the others, and they would like the ability to choose how much they reveal.

‍Users lack trust in companies' ability to safely store data:  With a steady rise in data leaks, users are increasingly concerned about where the data is stored, how it is transmitted, and who has access to it.
‍
What does this mean in the context of imaging future experiences of 6G?
While personalized experiences are exciting, users aren’t willing to adopt them if they are unassured that their data is not misused. Thus, both the process and the status of data collection and usage should be transparent to users to foster a sense of ownership and control. Moreover, users also need assurances that their data will be used fairly and protected against multiple parties, which will improve adoption.
‍