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GETTING AROUND
w
1
BEHAVIOURS 

IMPACTING
TECHNOLOGY
TECHNOLOGY 2
We explore the complicated relationship between gender and
technology, reveal the ways we’re becoming more like
cyborgs, ask why popular apps are starting to look the same,
and look at how tech is becoming truly accessible to all.
A highlight of four emerging behaviours that are
impacting the way we interact with our devices.
TECHNOLOGY
EASY
ACCESS
BIGENDER
DEVICES
SEAMLESS 

SYSTEMS
TACTILE
TECH
TECHNOLOGY 4
EASY ACCESS
People want brands to help them connect
JUST 43% OF PEOPLE
HAVE ACCESS TO THE
INTERNET WORLDWIDE
Facebook, 2015
Just 43% of people worldwide have access to the internet, even though
78% reside in areas with mobile broadband coverage. In turn, brands are
bringing people online – whether Facebook’s Free Basics in developing
countries or UK-based Breezie, which does the same for Seniors.
TECHNOLOGY 5
BIGENDER DEVICES
People don’t want gendered tech
39% OF MEN AND 46% OF
WOMEN FEEL AMBIVALENT
ABOUT TECHNOLOGY BRANDS
Canvas8, 2016
People don’t want their devices and apps to be masculine or feminine
in design – they want them to be human. It’s about reclaiming
‘feminine’ and ‘masculine’ in an ungendered space – something the
success of the Rose Gold (or Bros Gold) iPhone attests to.
TECHNOLOGY 6
SEAMLESS SYSTEMS
People want technology to feel familiar
OF USERS RANKED ‘EASY TO USE
FEATURES’ AS THE TOP REASON
TO ENGAGE WITH AN APP
79%
CA Technologies, 2014
New app downloads are falling, as people opt to use the ones they’re
already familiar with. In response, platforms – whether Instagram or
Virgin’s app – are being redesigned for a streamlined mobile experience,
while chatbots offer familiar ways to chat with new brands.
TECHNOLOGY 7
TACTILE TECH
People want more intimate interfaces
OF APPLE WATCH
OWNERS CONSIDER IT
TO BE A SUCCESS
77%
Fluent , 2016
We may engage with tech through keyboards and touchscreens for 

now, but interfaces are becoming more intimate. When shipments of
smartwatches outpaced shipments of Swiss watches in 2016, it was
symbolic of this shift in interaction between man and machine.
TECHNOLOGY 8
We interviewed three experts from the Canvas8
network about the key trends influencing consumer
behaviour and technology in 2017
TECHNOLOGY 9
NO LOYALTY
KEY THEMES FROM THE EXPERTS
NEW NOVELTYAI INFILTRATION
TECHNOLOGY 10
James Lodge, director of mobile at Fetch
“If you want to talk with KLM, you can do that in
Messenger, because that’s where consumers are, and
taking them into another place isn’t what they want”
NO LOYALTY
Technology in 2017
TECHNOLOGY 11
Davide Casali, user experience director, start-up advisor, and founder of Good 50×70
“There’s a lot of discussion around AI being applied to
chatbots. AI is embedded within the product, so people
don’t realise it’s there”
AI INFILTRATION
Technology in 2017
TECHNOLOGY 12
“The amount of shops where you can repair your
smartphone is growing. New technology is expensive 

and not everyone can upgrade with every new model
Nicolas Nova, researcher and writer, and founder of the Near Future Laboratory
#2 PEOPLE PARTICIPATION
NEW NOVELTY
Technology in 2017
TECHNOLOGY 13
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Technology Trends in 2017 : Canvas8

  • 2. TECHNOLOGY 2 We explore the complicated relationship between gender and technology, reveal the ways we’re becoming more like cyborgs, ask why popular apps are starting to look the same, and look at how tech is becoming truly accessible to all. A highlight of four emerging behaviours that are impacting the way we interact with our devices.
  • 4. TECHNOLOGY 4 EASY ACCESS People want brands to help them connect JUST 43% OF PEOPLE HAVE ACCESS TO THE INTERNET WORLDWIDE Facebook, 2015 Just 43% of people worldwide have access to the internet, even though 78% reside in areas with mobile broadband coverage. In turn, brands are bringing people online – whether Facebook’s Free Basics in developing countries or UK-based Breezie, which does the same for Seniors.
  • 5. TECHNOLOGY 5 BIGENDER DEVICES People don’t want gendered tech 39% OF MEN AND 46% OF WOMEN FEEL AMBIVALENT ABOUT TECHNOLOGY BRANDS Canvas8, 2016 People don’t want their devices and apps to be masculine or feminine in design – they want them to be human. It’s about reclaiming ‘feminine’ and ‘masculine’ in an ungendered space – something the success of the Rose Gold (or Bros Gold) iPhone attests to.
  • 6. TECHNOLOGY 6 SEAMLESS SYSTEMS People want technology to feel familiar OF USERS RANKED ‘EASY TO USE FEATURES’ AS THE TOP REASON TO ENGAGE WITH AN APP 79% CA Technologies, 2014 New app downloads are falling, as people opt to use the ones they’re already familiar with. In response, platforms – whether Instagram or Virgin’s app – are being redesigned for a streamlined mobile experience, while chatbots offer familiar ways to chat with new brands.
  • 7. TECHNOLOGY 7 TACTILE TECH People want more intimate interfaces OF APPLE WATCH OWNERS CONSIDER IT TO BE A SUCCESS 77% Fluent , 2016 We may engage with tech through keyboards and touchscreens for 
 now, but interfaces are becoming more intimate. When shipments of smartwatches outpaced shipments of Swiss watches in 2016, it was symbolic of this shift in interaction between man and machine.
  • 8. TECHNOLOGY 8 We interviewed three experts from the Canvas8 network about the key trends influencing consumer behaviour and technology in 2017
  • 9. TECHNOLOGY 9 NO LOYALTY KEY THEMES FROM THE EXPERTS NEW NOVELTYAI INFILTRATION
  • 10. TECHNOLOGY 10 James Lodge, director of mobile at Fetch “If you want to talk with KLM, you can do that in Messenger, because that’s where consumers are, and taking them into another place isn’t what they want” NO LOYALTY Technology in 2017
  • 11. TECHNOLOGY 11 Davide Casali, user experience director, start-up advisor, and founder of Good 50×70 “There’s a lot of discussion around AI being applied to chatbots. AI is embedded within the product, so people don’t realise it’s there” AI INFILTRATION Technology in 2017
  • 12. TECHNOLOGY 12 “The amount of shops where you can repair your smartphone is growing. New technology is expensive 
 and not everyone can upgrade with every new model Nicolas Nova, researcher and writer, and founder of the Near Future Laboratory #2 PEOPLE PARTICIPATION NEW NOVELTY Technology in 2017
  • 13. TECHNOLOGY 13 WANT MORE?
 YOU CAN EXPLORE THE FULL REPORT FOR FREE HERE To discover more about behavioural insights www.canvas8.com