Digital confusion reigns supreme: study

A recent study commissioned by Parade magazine and conducted by analyst firm The Yankee Group has pinpointed one of the most tragic ills of society: when it comes to electronic entertainment devices, Americans are confused.

For example, the study found that 16 per cent of consumers think they own a digital video recorder, or DVR — but only four per cent actually do. Seventy-one per cent said they understand and could explain the concept of a DVR to a friend; at the same time, 36 per cent said they understand and could explain the concept of a TiVo to a friend, failing to realize that a TiVo is a DVR.

The study also found that few consumers grasp the latest advancements in technology and the brands that offer these features. For example, 76 per cent have never heard of Wi-Fi and 79 per cent have never heard of Centrino, yet 33 per cent said that “wireless networking” is an important feature in purchasing their next computer.

Further, 89 per cent said they worry about computer viruses, but 65 per cent have never heard of Symantec; 55 per cent have never heard of or don’t know what megapixels are, yet 78 per cent say photo quality is the number one most important feature in choosing a new digital camera.

“The real finding here is that … consumers have a ton of choices and not too much information about those choices, which leads to what we call digital confusion,” said Parade general manager Lamar Graham in a statement.

Would you recommend this article?


Thanks for taking the time to let us know what you think of this article!
We'd love to hear your opinion about this or any other story you read in our publication.

Jim Love, Chief Content Officer, IT World Canada

Featured Download

Featured Articles

Empowering the hybrid workforce: how technology can build a better employee experience

Across the country, employees from organizations of all sizes expect flexibility...

What’s behind the best customer experience: How to make it real for your business

The best customer experience – the kind that builds businesses and...

Overcoming the obstacles to optimized operations

Network-driven optimization is a top priority for many Canadian business leaders...

Thriving amid Canada’s tech talent shortage

With today’s tight labour market, rising customer demands, fast-evolving cyber threats...

Staying protected and compliant in an evolving IT landscape

Canadian businesses have changed remarkably and quickly over the last few...

Related Tech News

Tech Jobs

Our experienced team of journalists and bloggers bring you engaging in-depth interviews, videos and content targeted to IT professionals and line-of-business executives.

Tech Companies Hiring Right Now