JANUARY 28, 2010
Most feel marketers don’t understand their needs
A majority of consumers think technology has made life better in every area except personal relationships, according to the Philips Center for Health and Well-being.
Communication, information and medical treatments topped the areas of their lives that consumers felt were improved by technology. In addition, 64% of respondents said the Internet in particular had made life better, but only 26% said the same of social networking services such as Facebook, MySpace and Twitter.
Consumers’ biggest concern was that technology be built to last, followed by good quality and the best price. Women were more interested than men in tech that could make life easier, save them time and let them express themselves through personalized features.
Just under one-half of consumers reported that technology was easy to use, and a further 32% felt it had a good mix of advanced features and basic functions. In 2004, only 13% of respondents thought technology was easy to use, indicating a dramatic increase in users’ comfort level.
Respondents ages 18 to 24 found technology easiest to deal with, while those ages 55 and up were most likely to say it was too complex to operate. Men also reported more ease of use than women.
Growing comfort with technology has come hand in hand with an increase in respondents who believe tech companies understand their needs (37%). Still, a majority of consumers said companies make what they think will sell, and 39% thought manufacturers simply fell in love with their own ideas.
One-third of respondents reported a substantial disconnect with tech marketers, saying companies had no idea what their lives were like or what they would use. Notably, women were 7 percentage points more likely to say so than men.
Keep up on the latest digital trends. Learn more about an eMarketerTotal Access subscription today.
Check out today’s other article, “Baby Boomers Get Connected with Social Media.”