Almost 61% of South African internet users prefer using apps and other digital methods for their daily activities. Market research (and personal experience) shows that ordinary, every-day tasks are more enjoyable, more streamlined, and can be accomplished much faster when completed with the help of your smart device.
“According to the latest findings of the AppDynamics App Attention Index, the use of digital services has evolved to become an unconscious human behaviour – a ‘Digital Reflex.’ In the past, consumers used to make a conscious decision to use a digital service to carry out a task or activity. Nowadays, most digital consumers admit that digital services are intrinsic to their daily lives.”
Walk 10,000 steps a day? No problem – I can also catch up on the latest podcast. Have a digital shopping list shared with my family so whoever is out can stock up on what we all need? Sounds good to me.
I recently became one of the growing number of South Africans to own a smart watch, and, even as someone in the IT industry, it made me realise just how much new technology influences my personal life and how broadly it is being adopted across generations as it gets easier to use and we can do more things with it. Now, instead of merely tracking my exercise, my watch pro-actively reminds me to stretch every hour.
Tech companies have invested hundreds of millions of dollars in user experience. All businesses have customer experience strategies. As users and customers, we have increasingly high expectations. A natural (and growing) realisation for companies then is how our employees expect the technology they use at work to behave just like the technologies they use in their everyday life. Employees want user-friendliness and convenience from their workplace applications, which is pushing many companies to adopt new technologies very quickly.