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Did you know that 76% of people are not very satisfied with the ability of products like smartphones and tablets to make their lives simpler?
That is just one of the findings of the Ketchum Digital Living Index (www.ketchum.com/digital-living), a new study surveying 6,000 consumers in six countries. The expanding role of personal technology in everyday life is raising some fascinating questions. Consumers are starting to wonder ‘when is it too much?’ Does it bring us closer together – or drive us further apart? What drives our love/hate relationship with these products?
Based on the insights and client experiences gained through its Global Technology Practice, Ketchum created the Digital Living Index. The Index uses cultural anthropology to examine the underlying values and human experiences driving technology adoption, with support from cultural anthropologist Emma Gilding and research firms Ipsos and Communispace.