What do people want most from their smartphones, tablets, home theater and home appliances? Simplicity. According to the Ketchum Digital Living Index, 76% of 6,000 consumers in six countries said they're not very satisfied with the ability of their personal technology products to make their life simpler. What's more, people feel that attributes like ease of use and helping to simplify life are more important to people than technology's ability to entertain or signal who they are. These responses may seem counter-intuitive when communications are often focused on “bigger,” “better” and “faster” – what the findings uncover is a major unmet need for technology manufacturers to communicate more about the human experience, and not just about the object.
The Ketchum Digital Living Index views technology adoption through a cultural anthropology lens, looking at the intersection – and disconnects – between the human experience and people's expectations and aspirations for consumer technology.
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