Digital life makes everything easier. Right?
Sure, for many…but not all. First of all, the technology needs to work. When it works, being digital can mean greater productivity…or it can be overwhelming just trying to keep up with the upgrades. Or frustrating to fix when there’s a glitch or interface problem, even among those who know what they are doing. And shopping!
Just consider all the different number of gadgets and digital options. To many, it remains very intimidating.
If you consider yourself a “wired” person, it is easy to forget the rest of the population. Not everyone is as happy with this digital life as you might be.
According to the latest update in the PEW Internet & American Life Project, 59% of us are less than thrilled with new digital connections and options, as illustrated in the graphic table above (“The Digital Less-Actives”).
Based on their on-going national panel study:
– 10% of us are “connected but hassled“
– 8% are “inexperienced experimenters“
– 15% are “light but satisfed” digital users
– 11% are digital “indifferents“
Meanwhile, 15% are completely “off the network”. They have neither a cell phone nor internet connectivity.
Add all those user segment groups together, that’s 59% of the total population describing themselves as either non- or light-users. 59% that currently are not active digital users.
Meanwhile, only 41% of us are “The Digital Actives” (left graphic). 41% is not the majority…yet, based on media coverage, and Time Magazine’s appointment of “You” as the 2006’s Person of the Year, it might be easy to get confused.
Does that surprise you in 2007? Being a digital person (after all, you are reading this Jointblog post), wouldn’t you expect to see more people being digital?
What it means is we still haven’t reached the peak for a full digital life in society. There continues to be opportunity to reach new consumers.
Make it simple.
Make it easy.
Take away fear and frustration.
How well are you connecting with your potential digital audience? Are you making it too hard for them to use your site? Too difficult to be interactive with your digital audience? Are you giving your audience too much choice, too many options?
What can you do to make their digital life more simple?