In a world of increasing technology dependence, and increasing consumer choice; companies are fighting, now more than ever, to differentiate their products and capture a larger market share. While the tech world once embraced technical complexity, the trend now seems to be moving increasingly towards simplicity. Consumers want technologically complex machines, but they want their interactions with those machines to remain simple. It is this simplicity of use that can encourage first-time technology users to take the dive; and often those first time users are older consumers; a group once disregarded by youth-leaning tech companies. With older consumers commanding vast spending power, the new trend in simplicity has been beneficial for both consumers and tech companies that have adopted the mantra of simplicity. Two products banking in on this trend are Apple’s iPad, and Amazon’s Kindle.
Apple iPad
Though heavily criticized by some for its watered down processing abilities when first announced, the success of the iPad since its launch has proved that there is a huge market for consumers looking for simpler ways to surf the web and consumer media. With its intuitive gestures and touch operation, the iPad lowers the learning curve for those newer to computing. With quick ways to browse the internet, send email, listen to music and watch video the iPad offers a simple alternative to traditional laptops and desktops, which are often burdened by clunky and slow operating systems. A recent AARP article, “Apple iPad Field Test: Does It Have Senior Appeal?”, tested out the iPad in a senior living community, while the responses where mixed, the users seemed to pick up the device rather intuitively and were impressed by the device’s capabilities.
… For Anderson, typing on the iPad’s virtual keyboard was easier. “The BlackBerry has one of these touchscreens, but you have to press down so hard and my fingers are too big or something. This little typing mechanism was much better. [1]
Be sure to check out AARP’s article and watch the video of the consumers’ interactions.
Amazon Kindle
It is the best-selling electronic device on Amazon, and with over 15,000 reviews and a rating of 4.5 stars, it is almost universally loved by its owners for its ease of use. The Kindle, now in its 3rd iteration has dominated the field of electronic readers since its launch. With contract-free, built in 3G wireless capabilities, users are able to download content on-the-go. Browsing through the Kindle’s reviews will reveal a large number of older consumers singing its praises, like this consumer:
… I’m 47 and middle age is starting to catch up with me! Being able to select larger print to avoid having to use my reading glasses (just started needing them this last year) and having a device that’s easier on my hands for holding to read is a boon. [2]
Speaking from personal experience I was pleasantly surprised to see that my own mother, a baby boomer and an avid reader, had purchased a Kindle and had been happily using it for several weeks. As the main “tech-guy” in the house I had grown accustomed to helping my parents decide on which technology to buy, setting it up for them, and serving as the service man when everything inevitably went wrong. With the simplicity of the Kindle’s physical operation and user interface, none of my services have been required.
Although many believe the iPad will surpass the Kindle as the preferred electronic reader, the difference in display technology may be the deciding factor. The iPad uses an LED backlit IPS display, a technology similar to most laptop displays. The Kindle uses an e-ink display which mimics conventional paper and lacks a backlight, which Amazon believes results in a reduced eye strain over extended reading periods.
Only time will tell which device will win out, but we can all hope that this growing trend of simplicity in technology will continue to grow.
[1] AARP article: “Apple iPad Field Test: Does It Have Senior Appeal?”
Tags: Aging, Baby Boomers, Simplicity, Technology