Digital Devices Difficult to Use - Report

The UK's telecoms regulator, Ofcom has commissioned research into consumer attitudes to technology and "digital devices". The research highlights a variety of opportunities to promote UK consumers' engagement with digital communications services. A single over-arching theme unites all of these opportunities - the need to make it easier for consumers to engage. However, this theme needs to be tailored for different groups - as the challenges to engagement vary for each.

The report found that consumers generally recognise the benefits that technology can bring - but they are also aware of drawbacks such as complexity, intrusion and the encouragement of anti-social behaviour. Technology is now intrinsically linked to how consumers like to spend their leisure time, as people increasingly rely on technology for their everyday needs. However, many consumers do not feel confident or competent with technology - and are frequently happy to devolve responsibility for this to others in their household. Consumers may also perceive that cost is preventing them from engaging with digital services sooner and more fully.

• The Enthusiasts are keen and adventurous digital users for whom technology plays a broad and important role in delivering practical benefits and social or leisure opportunities. Even these individuals, though, are not always taking advantage of some of the functionality they might value - as a hectic work and personal life often takes priority over further digital exploration. This group needs a fast track through to new benefits and features - potentially via convergent devices.

• The Functionalists are very confident with and feel knowledgeable about technology, but engage with digital services in a cautious and considered manner. While open to new developments, they are only prepared to broaden their horizons if there is a very clear benefit to them. This group needs 'fit for purpose' products and services without bolt-on 'bells and whistles'.

• The Economisers see clear value in the full range of benefits that digital services can offer and take advantage of the platforms at their disposal - but costs may be limiting further take-up and use, particularly of the internet. This group needs an affordable entry point and products and services with reasonable ongoing costs.

• The Abstainers often have access to digital services at home but use them little, primarily due to lack of confidence, knowledge or interest. In the absence of support and guidance, many have taken the easier option of turning their back on digital services as they are uncomfortable with trying something new in case it goes wrong. This group needs considerable back-up to get them started and to help them gain confidence and experience in the use of digital communications services.

• The Resistors are detached from digital services, believing them to be of little relevance to their lives - and actively resisting technology adoption. However, this initial rejection frequently masks a sense of being daunted by technology and a desire for digital products and services that are easier and simpler. These people also need to be clearly shown how digital services could benefit them.

Apart from studying digital TV and radio services, the report also found that UK consumers appear to have a love-hate relationship with their mobile phones. Many claimed that there are times when they don't want to be disturbed and wish they didn't have a mobile phone, but just as many believed that they would be completely lost without it as a means of contact.

Affordability and complexity may be a barrier to further engagement for both current owners and non-owners of mobile phones. In addition, many non-owners do not believe that they would gain sufficient value to offset the cost of using a mobile, considering it to be something that they would never use and an expensive luxury.

Awareness and perceived relevance remain the main challenges for 3G technology. Half of consumers are aware of the term '3G', and the majority are not certain what additional benefit they would gain from a 3G phone. The perceived value of the functions of portable devices is relatively muted - primarily concentrated on email, audio entertainment and applications that help people to organise their lives. None of the portable features enabled by 3G were valued by more than one-fifth of consumers.

The research identified seven different ways in which consumers value mobile phones and portable devices. These were illustrated through the five cross-platform segments (Enthusiasts, Functionalists, Economisers, Abstainers and Resistors) and two mobile/portable-specific mindsets (Mobile Reliants and the Mobile Organisers).

The Mobile Reliants are wholly dependent on their mobile phones as a means of contact and a tool to organise their social life. They need peer-level support and advice, like the cross-platform Abstainers, to encourage more advanced use of the functionality that mobile phones and portable devices can provide. (6% of UK adults have this attitude towards mobile phones/portable devices.) The Mobile Organisers value the increased efficiency and organisational benefits that portable devices offer (in both a personal and a business context). Like the Functionalists, they need tried and tested products and services, as they often wait to adopt until the 'emerging' functions match the performance of established technology. (9% of UK adults have this attitude towards mobile phones/portable devices).

You can download the full 97 page report from the Ofcom website - http://www.ofcom.org.uk/research/cm/consumer_engagement/consumer_engagement.pdf"

Posted to the site on 14th July 2006