Top 10 Views on Technology

Today, practically everyone uses technology in some way or another in their daily lives. Not only do the types of devices differ between individuals, but how those devices influence the lives of these individuals can be unique as well. Some technology creates a negative influence on some users, while that same technology can create a positive influence on other users. As a business, it is important to understand your customers’ attitudes towards technology, as it is bound to be a crucial part of running your company.

The following list details the 10 most common views consumers have when it comes to using technology. These statistics were pulled from the 2016 National Technology Readiness Survey (NTRS), which was conducted and analyzed by Rockbridge Associates, Inc. This list provides an idea of how consumers feel about technology and it how it influences their personal lives. This can allow you to connect with your customers on a more personal level in order to better meet their needs.

#10.  Other people come to me for advice on new technologies.

If you are the technology guru of your social circle, you likely are used to people asking for your input on cutting edge technologies. While many people turn to a Google search for advice, 34% of consumers say people come to them for advice on their favorite technology products; and even though a Google search can be fast and easy, it is much more impactful to receive advice from people you know and trust.

#9.  I get frustrated with how much time it takes to learn new technology.

While it can be hard to believe that many people struggle with technology, 41% of consumers admit they still get frustrated when trying to learn new technology. Make sure you are taking the time to include specific, but simple, instructions on how to use your products and services to ensure your company’s innovations aren’t negatively impacting your customers’ experiences.

#8.  I usually need someone more expert than me to explain how to use a new high-tech product or service.

Similar to #9, simple, specific instructions on how to use your product are essential to helping your not-so-tech-savvy customers. Approximately 44% of consumers cannot figure out how to use new technology on their own, and often seek assistance. It is important to make your technology products as user-friendly as possible so that all your customers can benefit from using them.

#7.  Technical support lines are not helpful because they don’t explain things in terms I understand.

Forty four percent of consumers wish they could get the answers to their questions through support lines, but do not feel technical support employees provide explanations in terms that they can fully understand. It is important as a business, to train support staff to be cognizant of customers’ technological sophistication (or lack thereof) and speak in simple terms that are easy to understand.

#6.  I keep up with the latest technological developments in my areas of interest.

Nearly half (45%) of consumers agree that they will continue to follow developments they are interested in. This signals an opportunity for companies to communicate latest innovations to their current user base, and reach new customers by positioning themselves as thought-leaders in their respective industries.

#5.  I can usually figure out new high-tech products and services without the help from others.

Over half of consumers (55%) say they usually have no trouble figuring out new technology on their own. As we become more technologically advanced, it becomes much easier for our minds to adapt to new high-tech products in order to learn how to use them faster and more efficiently. However, it is still a good idea to include those detailed instructions—just in case!

#4.  Technology gives people more control over their daily lives.

Today’s devices help us stay connected with friends and family, work remotely, and easily schedule and keep track of activities at every hour of the day. While some fear we are becoming too reliant on technology, a majority (60%) believe it is giving us more control over our lives.

#3.  Technology makes me more productive in my personal life.

While technology can certainly be blamed for a number of daily distractions, 61% of people feel that on the whole, technology makes them more productive. Advances in technology have enabled people to accomplish a greater number of tasks away from their desk – allowing them to be more efficient with their time.

#2.  New technologies contribute to a better quality of life.

Have you ever taken a look at all the gadgets you currently have and wonder how you survived without them before? From working more efficiently, to staying connected with friends and family, to having more entertainment options, and so on: 65% of consumers agree that their technology has contributed to a better quality of life.

#1.  Technology gives me more freedom of mobility.

As life becomes busier, and technology becomes more prominent in our everyday lives, it is important that people have the ability to use their technology while on the go. Over two-thirds of consumers (67%) feel freedom of mobility is a key way technology influences their personal lives. For companies to remain competitive, it’s imperative that they accommodate consumers’ increasingly prominent desire to access products and services via mobile channels.

About the Study:  The National Technology Readiness Survey is conducted by Rockbridge Associates, Inc. and has tracked technology and e-commerce trends since 1999.  The most recent wave is based on an online survey wave of 1032 U.S. adults sampled at random from a consumer research panel. The survey was conducted in December 2016, and results are weighted to match census characteristics.


Written by: Megan Reiffenberger, Analyst and Charles Colby, Chief Methodologist