Rachel Smith

Why a tech dependence might not be so bad: Quality over quantity 


Times and behaviours are changing, and unsurprisingly the catalyst is technology. Technology is fundamentally designed to make our lives better, whether it’s to revive our health, entertain us, or keep us connected with one another. However, it is often vilified in the media. The terms ‘overconsumption’ and ‘addiction’ have guided the rhetoric of technology-use over the last ten years and the number of articles written about our ‘new bed partners’ are insurmountable. Most notably, we are criticised as a population for our dependence on technology and warned from allowing technology to steal our time from ‘the important things in life’.

During this time, technology has been portrayed as both the antagonist and the protagonist in our lives, but more recently there has been a shift to suggest it is more the latter. What’s interesting is that we seem to have moved on from being ‘slaves’ to technology. We’ve now accepted that technology is not going away and therefore we’ve got much closer to an equilibrium which involves co-inhabiting with technology. This isn’t to say that we’re any closer to reducing our dependence on tech but it now seems that our dependence on tech might not be such a bad thing. That’s right, we may have found a happy medium where technology can complement our lives. 

We love tech that limits our time with it

The type of tech that we can live harmoniously with is purposefully designed for short-task use, whereby a successful interaction involves only using it for short periods of time. Thanks to the Andriod and iOS time-tracking dashboards and scaremongering within the media, most of us want to limit our time spent on tech. This makes sense when looking at the mental health effects of social media, but in some instances, tech has been scapegoated. In reality, tech isn’t the main offender and what we really want is to limit the amount of time we waste and for technology to provide meaningful experiences.

The best tech seamlessly integrates into our lives and assists us to complete our real-world tasks. This allows us to regain control over our time and the more time technology saves us, the more time it gives us for the fun things in life. None of us want to cut tech out altogether - it’s too cool for that - but we do want to have good quality interactions with it that make our lives easier. 

Most of this tech appears to only save us incremental moments, but this time all adds up to having much more time to ourselves. Some of this tech passes us by inconspicuously like the social media algorithms that show you the most relevant content first. Another example of how tech can be used to improve the user experience online is perfectly executed digital advertisements. People haven’t got time for substandard or intrusive mobile advertisements and will only appreciate ads that are engaging and worth their time. The use of tech significantly heightens the advertising experience by ensuring the individuals see the most relevant ad units and that these are served seamlessly and instantaneously. 

Other tech you’ll likely be much more conscious of, such as NFC payments and voice-first technology. It’s been predicted that 50% of all searches will be made using voice or image by 2020¹. Voice-first tech helps us to save small moments in so many areas of our lives. We can now put music on, check the news and check the weather all whilst we’re still getting out of bed! We can also search for shows on Netflix whilst avoiding infuriating physical interfaces - this saves time but also makes us feel noticeably less stressed. Remember those days of pressing 4 times on a Nokia to get the letter Z? We’re glad they’re gone. 

It’s been estimated that modern tech can save the average person around six and a half hours each week². This tech includes shopping services such as the Amazon Go stores which have replaced physical checkouts with a phone app, and Amazon Key which delivers parcels directly into your house. In constant evolution, just this month the Amazon’s ‘Go’ stores announced a facelift as it’s new software “Orville” will allow the user to pay by scanning their hands, removing the need to even bring your phone to the store³! This retail tech is taking longer for mass adoption as it has not fully arrived yet in the UK. However, late last year Marks & Spencer trialled ‘Mobile, Pay, Go’, their own version of a check-out free payment service in some London stores⁴ so it is certainly coming.

It’s likely that as this tech is widely adopted, users will be even more discernable about which tech they interact with and how. They will no longer put up with spending any longer on a task than it requires. Tech will walk a fine line on whether it meets our expectations. If your voice-first device speeds up turning your lights on - great, but if it slows you down, it will only take us back and perpetuate the negative relationship with tech. 

With this in mind, at Adludio we recognise that ads must provide a new proposition, simplify the ad creation process, and use creative that really resonates with the users. This is facilitated by our proprietary tech that captures users attention with a compelling creative experience, and the use of split-second ad serving technology to deliver it. These are the kind of ads that users pay attention to. If you’re interested to learn more about how to make your ad a worthwhile and meaningful experience, get in touch with us at hello@adludio.com



1 https://www.fastcompany.com/3035721/baidu-is-taking-search-out-of-text-era-and-taking-on-google-with-deep-learning


2 https://www.independent.co.uk/life-style/technology-time-saving-self-service-shopping-online-banking-tasks-study-a8668281.html


3 https://nypost.com/2019/09/03/amazon-testing-payment-system-that-uses-hands-as-id/

4 https://corporate.marksandspencer.com/media/press-releases/2018/m-and-s-rolls-out-checkout-free-checkout-as-part-of-digital-first-strategy