People Want More Simplicity from Digital Gadgets

NEW YORK, May 9, 2012 /PRNewswire/ – 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% 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%) and simplify their life (46%) than entertain them (35%) or signal who they are to the world (11%).

“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. Pujadas said, “With more than 20,000 new items launched at the 2012 International Consumer Electronics Show, for example, it would take someone 55 years to try out one new product each day.”

Leave a Reply