A recent study by global communications firm Ketchum found that most consumers want to use technology to simplify their lives.According to a BrandChannel article about Ketchum's findings, "More than three in four people (76 percent) say they are 'not very satisfied with technology's ability to make their life simpler'. Across the six countries in the study (China, France, Germany, Spain, the U.K., and the U.S.), 50 percent of consumers value technology that provides simplification more than empowerment (40 percent), enrichment (23 percent), or personal values (15 percent). Consumers say it is more important for personal technology to be easy to use (54 percent) and to simplify their life (46 percent) than entertain them (35 percent)."
The study broke down technology users into four different archetypes:
Enthusiasts (37 percent): The largest group are considered "Enthusiasts" who are passionate about technology and willing to give up simplification for empowerment.
Infomaniacs (25 percent): This group values getting information and discovering new experiences even more than relating better to people.
Pragmatists (22 percent): People who 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): These individuals are "noticeably unemotional" about technology and place a high value on simplification instead of empowerment or enrichment.
Personally, I would categorize myself as an infomaniac. I love the use of technology for gathering and sharing information and data. Though, the Ketchum study shows that most technology users enjoy the empowerment technology provides.
With 97 percent of today's consumers searching online for products and services, over 130 million smart phones purchased last year alone, and the light speed of technological advancement, this information can provide valuable context for marketers. The Ketchum report also makes several recommendations for marketers based on its findings.
However, not all technology designed for simplification and convenience is viewed positively by consumers.
A 2011 study authored by the Journal of Service Research found that forcing consumers to use technology based self-service (TBSS) leads to "negative attitudes toward using the TBSS as well as toward the service provider, and it indirectly leads to adverse effects on behavioral intentions." We've all been here before whenever we've tried to call a customer service line only to be launched into a maze of automated responses and redirects before finally hanging up in disgust and frustration.So what does all of this tell us? Simply put, technology is most beneficial to a company when it is designed for the consumer, not the brand. It all comes down to the most fundamental law of marketing: Know your customer.
