Striking a balance between our lives and our gadgets
Such devices are driving many of the technology trends that we are likely to see in 2011, according a survey by JWT, one of the largest advertising agencies in the world.
These trends include everything from digital wallets that will allow people to “tap to pay” using their cell phones, to brands selling directly to consumers through social networking websites such as Facebook, said Ann Mack, director of trendspotting for JWT.
But our increasing dependence on these devices also will drive a counter-trend of “de-teching,” in which more people will choose to log off — at least temporarily, Mack said.
“when we are constantly receiving digital input, studies have shown that not only hurts our attention span, but it also hurts our critical thinking skills, so freeing up our brain to be a little more creative and a little less superficial,” Mack said.
Both notions are likely to become dominant trends, said Irene Dickey, a University of Dayton lecturer of marketing. Technology “permeates every facet of our lives,” but with the loss of personal communication “you see a backlash with consumers and with businesses,” Dickey said.
Electronics a necessity
Possessing the latest technology is more than just a luxury in an interconnected, tech-driven world. Tech devices and services are becoming increasingly central to our work and school, social lives and leisure time.
Kevin Stroud, a college student from Kettering, Ohio, said that he can’t be away from his laptop computer because many of his classes at Bowling Green State University have become Internet-based, and his instructors e-mail students regularly.
“There is really no way I would even be able to keep up without it,” Stroud said.
As a result of its growing importance, consumers are prioritizing tech purchases over other goods.
Americans spent 1.8 percent more on televisions, computers, video and telephone equipment in the first half of last year, compared to the first half of pre-recession 2007, according to U.S. Commerce Department figures. by comparison, spending on appliances dropped 3.6 percent during the same period, and spending on furniture decreased 11 percent.
The survey also found that nearly 50 percent of adults ages 18-32 and 33-45 don’t like being behind the curve when it comes to adopting the latest technologies.
“This is definitely driven by the younger crowd,” Mack said.
The cycle from early adoption to mainstream is getting shorter, as evidenced last year with the Apple iPad, a tablet computer that was launched in April and available in Walmart stores before Christmas.
Gartner, a research company, forecast global sales of iPads and other tablets will increase from 19.5 million units last year to 54.8 million in 2011 and 103 million in 2012.
‘Everything’ hubs
Mobile devices such as smartphones and tablet computers are becoming hubs that combine business, personal and entertainment functions.
“Everything will be in the palm of our hands with these smartphones as they emerge,” Dickey said.
Smartphones already are a lifeline for tweens and teens, representing their “connection to everything,” according to Dickey. “so a lot of this is trying to understand how to connect with them in those spaces because they are the future consumers,” she said.
The smartphone convergence is expected to influence such trends this year as digital wallets and the rise of “f-commerce,” which will allow Facebook users to shop without leaving the site, Mack said.
“The digital wallet has been around in parts of Asia and Europe for some time now, but you are actually seeing it come to fruition in the states this year,” Mack said.
Consumers will see more transit systems that allow riders to use their phones as tickets or passes, more mobile-enabled parking systems and vending machines, and more phones equipped with Near-Field Communication chips, which enable the exchange of data within four inches.
“Near-Field Communication is going to be one of the tech buzz words of the year, because that’s going to allow users to tap to pay merchants,” Mack said.
Only a few brands including Victoria’s Secret and Delta Air Lines currently sell directly through Facebook, but “f-commerce” will take off this year, according to Mack. The trend allows Facebook users to share shopping decisions and transactions with their friends, and also brings a concrete return on investment to social media, she said.
“If you look at the hundreds of millions of people on Facebook, businesses have to be there,” Dickey said.
Digital downtime
As our dependency on technology rises, the desire to dial it down may increase.
“The pressure to always be digitally connected is taking its toll on families and individuals,” Dickey said. “I think we will see a change to go back to some more traditional means of communicating, or being able to turn things off.”
Advertisers already are responding to the de-teching trend. a recent smartphone television campaign showed people missing out on important real-world moments, such as playing catch with their son, while they checked messages on their cell phone.
“they are playing into this, because they are saying you can get in and out faster (with their smartphone) and re-engage with life,” Mack said.
De-teching will influence such trends as digital downtime, with people taking breaks from digital input to relieve stress and foster creativity.
“Sometimes I go camping with friends and it’s really nice just to be free from it,” said Erin Magill, a college student from Perrysburg, Ohio.
Nearly 80 percent of people who responded to JWT’s survey said it’s rude when someone checks their mobile phone while talking to them in person, indicating a need for digital etiquette.
“You will see more people implore friends and family to show some digital decorum,” such as not bringing mobile devices to the dinner table, Mack said.
Dickey said that businesses will respond by trying to foster more personal relationships with customers. “You can’t have an only digital relationship, that is going to be key,” she said.