GETTING AROUND

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BEHAVIOURS IMPACTING TECHNOLOGY

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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

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EASY ACCESSPeople want brands to help them connect

JUST 43% OF PEOPLE HAVE ACCESS TO THE INTERNET WORLDWIDEFacebook, 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.

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BIGENDER DEVICESPeople don’t want gendered tech

39% OF MEN AND 46% OF WOMEN FEEL AMBIVALENT ABOUT TECHNOLOGY BRANDSCanvas8, 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.

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SEAMLESS SYSTEMSPeople 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.

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TACTILE TECHPeople 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.

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We interviewed three experts from the Canvas8

network about the key trends influencing consumer behaviour and technology in 2017

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NO LOYALTY

KEY THEMES FROM THE EXPERTS

NEW NOVELTYAI INFILTRATION

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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 LOYALTYTechnology in 2017

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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 INFILTRATIONTechnology in 2017

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“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 PARTICIPATIONNEW NOVELTY

Technology in 2017

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To discover more about behavioural insights www.canvas8.com