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How technologyChangesBehaviour
Overview
New technology is changing the way we think and act . Not only
does tech have the power to change our lives, it has the power
to change the world around us. We take a look at how modern
technology has created a different world to the one we were in
ten years ago.
The impactOn Society.
Memory retention and attention spans
The average Internet user has an attention span of eight
seconds – this is down from 12 seconds in 2000*. Whilst some
believe this information overload allows us to process
information more rapidly, many others believe that millennials
have low concentration, are unable to focus and think deeply or
strategically*. According to a study done in 2003, gamers
process visual information more quickly than non-gamers –
clearly the overload of visual stimuli contributes positively,
rather than negatively. *Source: http://www.statisticbrain.com/attention-span-statistics/http://www.pewinternet.org/2012/02/29/main-findings-teens-technology-and-human-potential-in-2020/
The rise of the smartphone and connectivity
Smartphones, ever-present wifi, social media and faster
Internet speeds mean we are constantly in contact with
everyone. The way we build and develop relationships is
entirely different to 15 or 20 years ago. This has both
positive and negative consequences; whilst our ability to
stay in touch or make new communications remotely has
improved, our ability to communicate face-to-face may be
impacted*.
*Source: http://www.theguardian.com/teacher-network/teacher-blog/2013/mar/11/technology-internet-pupil-attention-teaching
*Source: http://wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2015/
*Source: http://wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2015/
Literacy
Even though the current generation may have a shorter
attention span, they have greater access than ever before to
information. Apart from the day-to-day online access, there are
a number of programs running in South Africa and other
developed countries that distribute textbooks and learning
materials to children and learners via text message and other
networking services*. Essentially, instead of forcing learners to
learn the way they have historically learned, technologically-
savvy educators are realising it is best to reach students the
way they want to be taught. *Source: http://www.bbc.com/future/story/20120823-what-africa-can-learn-from-phones
How we listen, watch and engage
Technology has changed the way we consume media, not just
on what (we no longer need a radio to listen to music, or a
television to watch films) but also where and when we
consume this media. 81% of consumers who have wireless
broadband in their home have taken their computer into the
bedroom; 51% have taken it into the kitchen, and 21% into
the bathroom*. We can consume whatever we want, wherever
we want, at any time of the day, thanks to smart devices. We
can even give and watch presentations remotely, or engage
with various media on multiple devicesSource: http://hotelexecutive.com/business_review/1791/changes-in-consumer-media-consumption/
How we listen, watch and engage
Our health
Wireless technologies are changing our behaviour towards
health and fitness. In some instances good, in others bad.
For health practitioners, the capabilities are endless.
Doctors can now keep track of patients’ health. Wearables
for athletes can also provide data around recovery, muscle
endurance. For the average individual, apps like the Nike
app ensure we keep track of activity and push ourselves.
There is even new technology in cars that can prevent
people driving if they have been drinking*. Source: http://indiatoday.intoday.in/technology/story/this-new-car-technology-wont-let-you-drink-and-drive/1/425319.html
The impactOn business.
Overview
Because technology has changed the way we socialise with
one another, the businesses that we interact with on a day-
to-day basis are changing too. These companies (start-ups,
organisations etc) are changing the way they think and
operate. With new digital tools, companies that might once
have been simply hardware makers (such as Jawbone) or
service providers (Expedia) are now taking on the role of
influencer, attempting to shape the habits of their users by
exploiting the psychological underpinnings of how people
make choices.
Crowdsourcing
Crowdsourcing has existed for a while now, and it has
impacted how people raise money for creative and personal/
business projects. Twenty years ago, if you wanted funding
for anything, you had to go to friends, or family, or the
bank, or investors, and pitch the idea. Now, all you have to
do is out it on a crowdsourcing site and ask your peers for
funding. You are the master of your own destiny.
Crowdsourcing
Indiegogo, Crowdfund, Kickstarter… these platforms assist people to
raise capital for their individual or startup projects without the need
to approach large investors.
Banking
Apps like Snapscan in South Africa that allow you to pay for
goods without a credit card or cash, or Facebook’s new
money transfer capabilities, or even Twitter’s ‘Pay with a
tweet’ are all adaptations based on the way users want to
bank and what people have come to expect; convenience at
their fingertips. Paypal for mobile even has a feature that
allows users to find nearby vendors that accept the service,
helping to marry the location and mobile element of the
app.
Banking
Mobile payment apps such as Snapscan and
Snapcash, the ability of Smart watches to make
mobile payments, and Paypal’s ‘find a nearby
vendor’ app function means the world of banking
is moving away from a traditional structure
towards a more technologically in-tune one.
Sharing economies
A sharing economy is one in which everyone participating
gets to benefit from resources they have which are not
being used. The best examples are Uber and AirBnb. The
good thing about the sharing economy is that it facilitates
the use of underutilized resources. Anybody with houses or
apartments that have rooms empty can profit while allowing
guests a place to stay at often lower prices. Uber offers
competitive fares – and its drivers can drive as much or as
little as they like, without making a commitment to standard
shifts.
Sharing economies
Uber and AirBnb are two of many of sharing economy services that
have taken the world by storm.
Smart data
“They expect companies have data on them. They just want it
to do something useful for them,”
Philip Wickline, CEO of Zaius
Smart data
Unlike traditional business models, more and more digitally-
lead services gather data on users at every step of the
interaction and learn from user preferences. These systems
not only learn about you, they learn the behaviour of all of
their users, and can use this information to improve these
services. Through modelling, pattern recognition and
predictive algorithms, behaviour can be predicted and
explained.
(source: http://www.technologyreview.com/news/535826/technology-and-persuasion/)
Smart data
Japan, in partnership with
Panasonic, recently developed a
smart town outside of Tokyo:
Fujisawa Sustainable Smart Town
features homes with solar panels,
batteries for storing energy, LED
lighting, ride-sharing services and a
community center with a cafe and
kitchen facility to hold workshops
and events.
Wearables and apps FOR EVERYTHING
There are devices and mobile apps to organise every moment
of your life – from things like Evernote, to apps that act as an
online shopping list, there’s even an app that allows you to
scan barcodes on wine to keep track of which wines you have
tried, your rating and what your friends are drinking. There are
even apps to keep track of calories, exercise regimes and that
track your sleep. Wearable devices are becoming more
pervasive ; The Apple watch keeps you notified of everything on
social media, tracks your movement and fitness and reminds
you to be more active.
A timeline of
wearables over
the past 7
years.
According to BI,
smart wrist
wear will make
up 70% of
wearables
shipments
throughout the
next five years.
Conclusion
From our dating habits, to the way we sleep and even the way
we work, technology has impacted every facet of our lives. We
plan events on social media instead of in person, we are rarely
more than a few feet from our mobile devices and we track
every aspect of what we do – even if we aren’t doing it
deliberately (if you have access to the Internet and a smart
phone, Google is tracking your movements). Trends like sharing
economies and smart data mean that consumers and
entrepreneurs and businesses are making smarter decisions
that (positively) impact everyone’s lives.
Thankyou.