Technology - Who is in Control? - UK - August 2008

Abstract

Mintel will address the hypothesis that: “whilst technology is developing at an increasingly faster rate, brands are now creating things that can be used more easily by all, not just the tech-literate. The web has empowered and motivated consumers to dictate to brands what they do and don' t want, rather than the other way round. At the same time, increasing penetration of broadband has allowed consumers to get more tech-savvy, helping them make better-informed decisions and increasing their feeling of control of new technology.”

In exploring this hypothesis, the report aims to look at the relationship consumers have with technology and how important it is to their lives. It looks at whether consumers are increasingly obsessed with new technology, and if they think “new” necessarily means better, and how technologically literate they are. It also addresses the question of control. Has technology made consumers' lives easier, or are they finding it increasingly hard to control as a result. Are new innovations getting out of their control? Do consumers wish they could simply turn off and disconnect from the digital world?

Main report themes:

• Are consumers more savvy and able to understand the technological ins and outs of new products?
• Are consumers addicted to their gadgets? Do they have to take them out everywhere? Is it getting to the point where some consumers wish they could just switch off and ‘disconnect' ?
• How fixated are consumers with getting new technology, and how has it influenced consumers' lives?
• As new technology gets less expensive, who are the consumers that readily embrace it, and how involved are they in seeking out news and information?
• Is there a feeling amongst some consumers that the rate of new technology coming to the market is increasing? Are consumers feeling overwhelmed?
• How has the rate of change impacted on technology buying behaviours? Is it all so complex that consumers are relying on word of mouth and social networks to make difficult decisions?
• Are consumer technology companies risking consumer ‘burn out' as consumers increasingly deal with added functions, new formats and devices?
• Does the seemingly never-ending stream of new functions, formats and interfaces risk consumer burnout?
• As new technology gets more advanced, is it getting easier to install and use for the first time, or harder for consumers to cope with?