Tech’s Black Hole

Pew report shows almost half of Americans are slow to the web.

May 7, 2007
By Leah Messinger

A Pew Internet & American Life Project report released today said 49 percent of American adults never or only occasionally use computers, gadgets, and cell phones, a sobering assessment that suggests many technology industry forecasts pointing to huge revenue growth may be far too rosy.

The report comes at a time when it seems almost everyone is connecting to the Internet or carrying around a cell phone. But it suggests that technology developers and marketers have yet to break through to a huge swathe of Amercian adults, who remain light users or are simply not interested in experimenting with new systems and devices.

About 30 percent of American adults interviewed for the survey were characterized as “light but satisfied” users or “off the network” adults. This group includes many women over 50 who are not likely to go online each day and are among the most likely to watch TV. Some in this group have neither cell phones nor Internet connectivity.

The study described 20 percent of those surveyed as “middle-of-the-road tech users” who are avid cell phone users, but infrequent Internet surfers. Many in this group find themselves overwhelmed by the huge quantity of information available online.

As many as 31 percent of Americans belong in the “elite tech user” category, which means they are rabid Internet users and carry feature-packed cell phones. These people likely form the bulk of the estimated 19 million people that research group IDC says go online each day to research products.

Analysts recognize that time alone will eventually bring many late adopters online, but they say that engineers and product designers still have a lot of work to do to overcome the poor design and functionality common in the industry. Designers need to “think about it from the user out, rather from the device in,” said Outsell analyst Ken Doctor.

In other words, product developers must consider how a user will approach a new technology from the moment he sits down at a desk or picks up a new gadget. “I don’t want to read a 400-page manual,” said Mr. Doctor. He added that Americans, in general, “want the simplicity of a radio and a television: when you turn it on, it works.”

Bill Moggridge, co-founder of Palo Alto, California design firm IDEO said designers can take a lesson from game developers who have mastered the art of making their products easy and fast to learn. “If it’s not five seconds, don’t bother with it,” Mr. Moggridge said.

The art of creating simple interfaces is especially important to attract the “light but satisfied” and “off the network” consumers. But the ubiquity of high-speed Internet connections will likely force marginal users to adapt to more sophisticated technologies. “Over time, it’s going to be difficult to get dial-up,” said John Horrigan, Pew Internet project associate director and the report’s lead author.

Mr. Horrigan added that there is not always a direct relationship between those who adopt high-level technologies and those who have good experiences with it. He said high-tech users aren’t always excited about fast connections, business social networking requirements, and having Internet access both at work and at home. For many hi-tech users, “It just kind of bugs them to be so available to people,” said Mr. Horrigan.