Modern technology significantly affects our lives, and we now wonder how we can live without them. Not only are we now frail without them, but we have also become dependent even more now that applications have become widespread.
Ever wonder why we have become so dependent on technology, especially our phones? In truth, it is not only because we need them but mostly because they are marketed to be something that we need.
Here are some ways marketers are making us addicted to technology. Recognize them, and maybe you can reduce your dependence on technology as you will perhaps make more informed decisions.
Communication is, in every case, high on a client’s rundown of which technology to own. Any technology that allows people to communicate is a hit; that’s why mobile phones, computers, and tablets have become staples. There are now even other appliances that are voice-activated, so people have the feeling of communicating with their machines. The Google Home allows users to link together all WiFi-enabled devices for ease of access and operation.
People, in general, do not like anything challenging to set up or configure. You see expressions like ‘plug and play’ or ‘user-friendly’ in the product description. Such phrases entice people to buy and use products. More so, if a product is simple to use, people tend to stick to it and use it often.
Software, in particular, makes it easy for people to multitask, and most people love it when they can accomplish so many things quickly. It means they can attend to other things sooner. The same concept makes other appliances in demand like robot cleaners, which do their work while the owner does his tasks as well. The freer technology makes people, the more that people will want such technology, so marketers highlight multitasking in their products.
This marketing approach is often seen with apps, especially games. The app often gives out alerts or notifications, calling the attention of the user that it is time to open the app or game again. The Fitbit app, for one, keeps sending the users health-related alerts, thus making the user engage in the app more. What would be most interesting would be apps that correct grammar, to which many writers have become quite dependent. The alerts or notifications appear to be utterly useful. The idea is to shorten the interval between checking devices; the user does not put down a device for long; hence, addiction develops.
Marketers are targeting people’s need for speed. People generally want to accomplish things efficiently: in a short time. Hence, technologies that would allow them to do so will surely land their household.
People now no longer need to visit brick-and-mortar places to check out the features of the items they like or to understand a place of destination. Some appliances even give out pertinent information regarding its performance or other important things, like the intelligent refrigerators that alert users of the expiration of goods contained. Indeed, the ability of technology to provide people with needed information makes people depend on such techniques.
Updates of gadgets and software happen every so often that people are enticed to keep up with the trend. The newer and better versions of present devices never escape people’s attention. Marketers’ continuous promotion of updates makes people not only dependent on goods but wanting more.
The Illusion of Control
Marketers make people feel like they control situations when they have gadgets or certain appliances. They can keep their homes clean with robot sweepers, and do the laundry while cooking with smart washing machines. They save time communicating with people with their mobile devices instead of face-to-face communication. The feeling of being in control makes people happy with what they have. What they are missing, tough is the truth that they are the ones being controlled by their devices, compelling them to feel a need for technology.
Time investment may not be so significant with appliances or other forms of technology since the improvement of such techniques does not rely on how much people spend on them. Still, it is the main target of software developers, who make features and interfaces enticing that users are captivated and would spend long hours on them. The longer time they spend on apps and games, the better it is for developers, especially when there are in-app purchases, which could be paid through different payment methods. Hence, developers indeed find means to make users dependent on technology.
With most technologies, developers sell freedom. Freeing the hands from too much work and freeing people of time constraints as they become more efficient with their tasks. There is also financial freedom, especially with newly developed energy-saving devices, which consume less energy, hence saving people much money. Perhaps freedom is one of the best-selling points used by marketers to keep people wanting to avail of technologies.
What other techniques do advertisers utilize to make you need to have a cell phone, a smartwatch, a robot sweeper, and so many different devices? Let us know in the comment box below.