What people want most from their smartphones, tablets, home theater and home appliances is simplicity, according to the new Ketchum Digital Living Index, conducted by global communications firm Ketchum. The study showed that 76 percent of consumers said they are not very satisfied with technology’s ability to make their life simpler. Responses from 6,000 consumers in six countries revealed more prefer technology to be easy to use (54 percent) and simplify their life (46 percent) than entertain them (35 percent) or signal who they are to the world (11 percent).
“The most surprising finding in the study is the overwhelming desire for simplification. It seems counter-intuitive when technology is always about being bigger or better or faster, but the data show that what people really want is to understand how all of these devices can get them to their desired experience easily,” said Esty Pujadas, partner and director of Ketchum’s Global Technology Practice. “Manufacturers need to use less so-called jargon monoxide and communicate more about the human experience, not just about the object.”
This is particularly true considering that the sheer volume and pace at which new technologies are brought to market can make it hard for people to keep up.
The Index reveals that there are four kinds of Digital Living natives:
- The largest group are the Enthusiasts (37 percent of the study’s global population), who are passionate about technology and willing to sacrifice simplification for empowerment.
- The next largest are Infomaniacs (25 percent), who value getting information and discovering new experiences even more than relating better to other people.
- Pragmatists (22 percent) are less likely to love technology, but value it as very helpful in relating better to others, getting things done, and managing health and wellness.
- Disconnects (16 percent) are noticeably unemotional about technology; they place a high value on simplification instead of empowerment or enrichment.