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New Ketchum survey shows that consumers want simpler digital devices

We’re not entirely convinced about this but a new survey, Digital Living Index, from PR group Ketchum of 6000 consumers in six countries purports to show that we want simpler, not technologically groovier, digital devices like smartphones and tablets.

According to Ketchum digital boss Esty Pujadas “simplification is the elephant in the living room” in matters technological. Here’s Esty and her colleague Emma Gilding, a cultural anthropologist no less, explaining how it works (or doesn’t).

Why aren’t we convinced? People these days will use an iPad to find out what day it is or see what their weather’s like (rather than looking out the window).

Other findings in the survey include:
76 per cent are not very satisfied with technology’s ability to make their life simple (as above).
Tablets and computers get more “love” (42 per cent) than other products
China loves smartphones the most (44 per cent), France the least (24 per cent)
Men (37 per cent) are more likely than women (33 per cent) to love smartphones
A brand that shares their values is important to one in five 18-34-year-olds, vs. only 12 per cent of those over 50
Love for home appliances increases with age

And there’s much more here.

On the subject of anthropology in these matters, AP reports that orangutans at Miami’s Jungle Park are rather keen on iPads, the younger ones anyway (natch). Although they do eat them so there’s a poser for Apple.

Well there you go. Maybe anthropologist Emma should get herself down to Miami for the next survey.

As we’re wandering a bit here, why can’t maker-of-all-this-wonderful-stuff Apple supply its kit with anti-glare screens? Can’t be that difficult.

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cultural anthropologist digital boss digital living index Emma Gilding Esty Pujadas iPad ketchumpr group maimi jungle park orangutans simplification smartphones survey tablets technology

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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