BBH Labs: Majority report - looking through the digital hype
“Purchase is too often confused with adoption. People do often buy and subscribe to new technologies. They then infrequently (if ever) use them. Only 20% of the average smartphone’s capacity is ever used. Of the 20% people willing to pay for TVs with internet connectivity, under half of them even connect it, let alone find it useful …Technology is tech-centric. There is the assumption that because something can be done, it will be popular, important and useful. However, ‘We are now able to…’ is not the same as ‘People now want to…’. Possibility is mistaken for demand”
full article here
