Research conducted by Ketchum (with help from Communispace) finds that people around the world are most appreciative of the ways in which technology makes their lives easier, even more than tech’s entertainment value. Other countries included in the study were France, China, and Spain.
The Ketchum Digital Living Index polled 6,000 participants between the ages of 16 and 54 (between the ages of 18 and 64 in the U.S.) with results showing 46 percent of consumers want technology that is going to simplify their lives. But 76 percent said they weren’t happy with technology’s ability to make life easier. Only 35 percent said they were more desirous of technology that entertains them.
In addition, a cultural anthropologist who helped with the study, Emma Gilding, expressed surprise over the ways in which opinions differed depending on country of origin. “I didn’t expect that because the dominant narrative is that technology sells itself. But the data shows that this just isn’t true,” she said in a statement.
After the jump, we’ve got an infographic that illustrates the Index’s findings. You can also read more here.
In case that portion at the bottom is a little too small for you, it reads:
Enthusiasts: passionate, willing to give up simplification for empowerment
Infomaniacs: prefer gaining information and new experiences to relating better to others
Pragmatists: less passionate, value tech as a helpmate
Disconnects: notably unemotional about tech, simplification is tops