My Brain hurts - Wunderman books

THE DARK SECRET OF DIGITIZATION
The human mind’s inability to assimilate technology is
the dark secret of the tech industry:
• Research by consumer electronics manufacturers
reveals that consumers never touch most of the
buttons on the remote controls in their living rooms.
• Washing machine manufacturers report that however
many programs they build into their washing
machines, consumers rarely use more than two of
them.
• Software companies keep building extra commands
into their programs, but quietly concede that
consumers refuse to use more than a small fraction.
• Banks offer a wide choice of funds in online
investment supermarkets, but find that most people
don’t even browse beyond the basic options.
The consumer simply doesn’t use most of what
technologically advanced companies build into their
products.
The consumer holds things back for decades
The inability of consumers to understand a piece of
technology can hold it back not just for years but for
decades.
Today, consumers marvel at how they can collect shows
In the 21st century, you
need a degree in rocket
science just to iron a
shirt.
What does the button with two circles on it
do?
What do ‘SysRq’ and ‘Scroll Lock’ mean?
What exactly does ‘chaos defrost’ do?
Digital devices can get twice as fast - or as
confusing - every eighteen months.
6 WUNDERMAN