Technophobes Among Us?
By Sharon Haber on Tuesday, May 8th, 2007Recently the Pew Internet and American Life Project released a study on technology users, which claims that nearly 50% of Americans fall in the “low-tech” group. Is it just me, or does this number seem quite low for this day and age?
This study definitely warrants a closer inspection. One interesting trait it measures is the user’s attitude toward technology. The low-tech users are broken down into three groups: Inexperienced experimenters, Light but satisfied, Indifferent, and Off the network. 76% of Inexperienced experimenters were likely to be excited by information and communications technologies, as compared with 48% of people on average. How does this in any way categorize a user as “low tech”? Doesn’t enthusiasm for technology (even if you can’t use it or don’t own it) count for something?
In comparison, let’s look at Connected but hassled, members of the mid-range tech group who have broadband and mobile devices, but wish they didn’t. Many members of this group claim to suffer from information overload, and feel they would do just fine without the internet, email or mobile phone.
In the world of web-marketing, where does attitude come to play? As far as marketing goes, isn’t an enthusiastic novice more alluring than a jaded tech-user?
This is interesting. I would classify myself as somewhere between an “inexperienced experimenter” and “light but satisfied”, but I am in now way low tech.
Is it that we are such a technologically advanced society that the bar of what “low tech” means is really pretty high?
And then there are the artists and musicians. Don’t miss the Pew survery/report about how they’re using the Internet:
http://www.pewinternet.org/pdfs/PIP_Artists.Musicians_Report.pdf
Okay, maybe I should read the actual study first
I am in the technology elite classification, but I would never have considered myself in that group.
Donovan, I think we’re just ’skeptics’ about technology. Being User Experience Professionals, I think we tend to be a bit suspicious of whether or not new technology benefits the user. If the user is an early adopter who is extremely plugged in, then sure - technology is great! You probably thought of yourself as being in the low tech group (even though you aren’t low tech) because you tend NOT to be an early adopter of new technology.
A friend of mine emailed me the following comment:
Nice read. I think that it would be safe to say that most “Inexperienced Experimenters” come from lower income homes. Let’s face it. To be connected is not cheap. Internet connection, cell phones/blackberries can easily cost you $120/month. This is a lot of money to many families. While these users may be excited and enthused about new technologies, does this transcend into dollars? In other words, can these users afford to buy these new technologies? I’m excited about the 2007 BMW X5, but that doesn’t mean I can go buy one. So to answer your question, “isn’t an enthusiastic novice more alluring than a jaded tech-user?”……if we are talking about dollars, then the answer is no. I would rather market to an audience with the means to purchase my product…
Donovan, I would hope you are a high-tech user!
Wait, am I allowed to comment on my blog post? Does the fact that I asked that question make me low-tech?