The best metaphor of ‘ innovation is that of a sudden acceleration. It is felt by almost a physical point of view: a force that pushes into the future, often rambling directions, sometimes in exciting way. However there is a ‘ inertia that is opposed and braking, which opposes resistance is not just fear, but it is a natural need for adaptation. A research carried out by Samsung has measured this feeling by turning it into numbers and making it even more obvious the phenomenon: the fierce today’s innovation matches a fierce force of inertia which tends to counteract the impulses for change. It is an inertia made of several components, with many faces and not easy to define, but in any case the real and unspoiled nature.
Never before historical moment the technology is able to surprise us through extraordinary experiences, such as virtual reality, self-driving cars and smart appliances. However, according to Samsung, Italians and Europeans in general are struggling to keep up with the tech terminology, still unknown to many and a source of misunderstandings.
The survey Tech Habits 2016 describes a country in which 59% of Italians say they use more technology than 2 years ago (an increase even higher than the European average), with a 14% that even he claims to be now totally “addicted” and not being able to absolutely do without. But there is also the other side of the coin: the 88% of Italians said at least once to know a term related to technology despite not having the slightest idea of what he was talking about. In short: an incomplete love, the result of poor knowledge charm, which generates breakaway zones intended to weigh on the awareness of citizens with regard to the technology itself. Samsung explains:
About a third of Italians (32%) showed that unclear terminology prevents to best use a device, exploiting the full potential (in Europe percentage drops to 23%); 36% say they have at least a more advanced device than their ability to use and necessity (the percentage rises to 43% at European level), while 7% (11% in Europe) will instead hear late against technological progress.
words are the least understood “ streaming “, “ cloud ” and “ emoji “, but included also one of the most unknown” fiber optic “and” Android . ” Yet probably Italians know Netflix, Google Drive and use every day smilies on your smartphone. Use unconscious, in short, and probably net of any knowledge real about how the service functions, as to what are the terms, such as the characteristics, such as the opportunities. A passive approach, ultimately, that can only give power to those offers and toglierne to who benefits. The knowledge rate is further reduced if you deal with the definition of “Internet of things”: a reality that is now around the corner does not seem to worry about either of interest to most of the respondents, totally unaware of this reality and of all the repercussions that it could therefore have on everyday life. It would be worth spending a reflection on issues such as security and privacy, then, if the user wants guarantees without offering in exchange the notional minimum essential to be able to reap the benefits.
But you can blame the people for this ” ignorance “, or makes more sense to attribute responsibility to those who have the duty to inform, raise awareness and make people understand? Diffused responsibility for indirect blame : from journalism to marketing, passing for companies and institutions, too often underestimate the disconnect between reality and perception of the same, without attaching the necessary importance to the understanding of products and services. unfamiliar terms, indeed, are exploited for their innovative aura, creating further confusion. Under what rule the user must be aware of the differences between non-Ultra HD, UHD and 4K? If the law does not admit ignorance, innovation what can forgive and what not to people who are struggling to keep up in a period of fierce evolution?
Mario Levratto , Head of marketing and External Relations at Samsung Electronics Italy, explains:
our research reveals that the tech terminology can be a barrier for many consumers. In Italy we are working hard in this direction, simplifying the language we use and trying to develop advanced products, but easy to understand and use, thanks to the support of our experts and our distributors. In addition, to ensure that our technology can really facilitate and enrich people’s lives, we are committed to promote the dissemination of a culture of innovation in our country , to support growth cultural, social and economic Italian. We do it with our Corporate Citizenship projects. Samsung has developed in our country initiatives in key socio-economic sectors – from art to school, the safe use of the Internet to vocational training – to enhance the digital and help all Italians, especially the younger ones, but not only, to fully understand its meaning and benefits, and to acquire the skills required by the market.
cultural digital divide is largely identifiable in this distance between innovation reality and the reality of widespread culture: on the front of the technology is easy to create unbridgeable gap dictated by the various snags and the continuous accelerations in the world of smartphones, tablets, smart TV, online or ecommerce services. It’s up to the institutions to protect the rights of people, it’s up to the people to cultivate their curiosity and it is up to companies to create the right awareness in order that the fear of technology does not become an obstacle to the market. In the midst of all this there is the meeting point of the collective interest in order to grow the market, increase awareness and grow the technology offered in parallel to the ability to take advantage of the same.
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