The Internet of Things may be set to transform entire markets as billions of everyday devices connect to both the web and each other, but brands wishing to cash in have been warned of one key consideration: think of consumers’ feelings first.
Speaking at IAB Engage, psychologist Dr Simon Hampton (pictured) said that with connected devices attempting to improve our lives, we increase the risk of denting our self esteem.
So the fridge that helpfully reminds us we’re missing out on one of our five-a-day, or the toothbrush that reports to our smart watch that we’re not brushing for long enough, is likely to be turned off.
Hampton refers to the phenomenon as “mirror mirror on the fridge” – the point when the device is telling us something we might instinctively know but do not want to acknowledge.
“Once the connected future starts reflecting back to us what we don’t want to know we will turn it off,” Hampton said.
The argument is founded in the well-established psychology that people tend to go through life with manufactured illusions about themselves – such as the way their face looks based only on their reflection; the way their voice sounds and even the way they walk. However, these “illusions” are often undone and negatively perceived when we see a photo from a different angle, hear a voice-mail of ourselves, or watch a video of ourselves walking.
It is the same principle that risks “agitating” consumers when data collected about different aspects of their lives – from the behavioural to the physical – reveals things we don’t like.
“Anything that agitates our self-esteem tends to be loathed and rejected,” Hampton told marketers looking for ways to capitalise on the rise of smart watches, fitness trackers and connected white goods around the home.
“Harvesting information about us will be offensive to the individual,” he added.
Current estimates suggest that within five years the world will contain some 25 billion items that are connected and communicating to each other, and recently Amazon announced the ‘Dash Replenishment Service‘ – an adhesive strip connected to the home Wi-Fi and placed on household appliances – is on the way.
However, research from Toluna revealed that almost half of UK consumers claim they don’t need any more technology in their lives – a 14% increase compared with just six months ago, with consumers becoming increasingly concerned about a number of issues.
Of the 1,000 UK consumers surveyed, 67% cited security regarding the Internet of Things as the greatest issue, followed by reliability (62%) and behavioural issues such as distracted drivers and constant interference (47%).
