User Centricity Explained

EPILOGUE User Centricity is a term given to the growing power of Users. In the digital front, it defines the growing-  Acceptance  Customizations  Familiarity It also stakes to the endorsement of digital society and its  Tools  Mechanisms  Working  Modus-operandi by the Common Man Any user of today’s Digital services, is far more evolved than the average user a decade back. Concordantly, this research attempts to discover -  Points of Conflict  Approval  Degree of Acceptance  Causality  Conclusion Of the fight between the ever-evolving powers of both, “The Digital Marketer” and “The Digital User”. Survey Link - http://bit.ly/16fuDlC 4 Survey Overview  A total of 51+ respondents had been recruited for the purpose of this survey at the time of compilation of this report.  Respondents were demographically divided from 4 countries.  One developed country and two developing nations. Namely, U.S.A, India and China.  Respondents attributes range from SEC A1 to SEC B2. Aged between years 17 – 29.  Survey is designed to test respondents psyche and thoughts on User Centricity and continual changes undergoing in the Digital Biome.  Survey mixes qualitative and quantitative strains wherever necessary to extract intended information. 5 Questionnaire Outline and Response Which one of the following adequately represents your persona? Peek A Boo, I See You Da grey Fox jumps ova da lazy dog |m @N 013501337 Uz3r  This question segregates the digital user in three main watertight classes.  First one being, the digitally inclined class, people who have had exposure to the digital biome.  Second being, the digitally affiliated class, that have had the experience of typing in shorthand on hand held devices. Thus being inquisitively oriented in the digital biome.  Third being the digital advanced user, who will understand the above text as a metaphor of ‘elite talk’ or ‘L33TTALK’, as it is known to coders and developers who are the people who design and develop applications and software’s that give the masses tools of trade of creative expression in the digital biome. 6 Try and complete the following sentence. I needed a smartphone because, All my friends are using some fantastic messaging software and other applications which are (Suspiciously, Almost) free. It helps me make my life easy. I need to synchronize all my data between my workstations at home / office / loo etc. with my smartphone. If I can buy a costly phone, I Will. The heck.  This particular question focuses the respondents mind into gearing and believing that response to the aforementioned question is provided in the answer.  This is a moot question, which gives the respondent and idea of the possibility of suspicion, awareness and paranoia of choice on their part.  Whilst being favorably hidden in a distinct pattern of desire and accumulation, sometimes ego. 7 A big digital agency, whose name sounds like "GooB'le" collects and selectively marketers all the data about you. Are You Worried? Yes I know about this, but I am not that worried. Maybe I don’t know about this, but I am worried now No  The respondents were very skeptic but generally trust the nature of the digital biome.  The undercurrent of, “Honeypot theory” works here.  Although one-fourth have agreed this worries it, a massive 55% say they are not worried whilst knowing that their digital persona is being recorded every second. 8 Imagine, this is the year 2050. Education is non-existent. Everything in the world is learnt via computers. Everywhere, everyone is connected via a 1gbps wireless connection. A Big company now sells Doctor Email Id's. Which means if you want to be a doctor, you just need to buy an email id, and all information about your field will be available to you when you need, where you need. Do you think this is possible? Yes No  The possibility of future advancement being just around the corner is severely tested here, the respondents are biased about the nature of progress and hence don’t pick out any of the given option on a favorite basis. 9  Instead, most think that this might not happen soon enough. Which brings to light the deep lack of progress quotient in today’s digital user who seems to be abreast of every other aspect of its environment but not of the digital modus operandi itself. 10 Imagine, this is the year 2050. Education is non-existent. Everything in the world is learnt via computers. Everywhere, everyone is connected via a 1gbps wireless connection. A Big company now sells Doctor Email Id's. Which means if you want to be a doctor, you just need to buy an email id, and all information about your field will be available to you when you need, where you need. Do you think this is possible? I have mentioned 2050. If you had to guess can this happen sooner or later. Coming 30 Years 30 - 60 Years More than 60 Years  Similarly, most think that the rate of progression of digital biome is almost 4 times the rate of actual instantaneous progression. 11  Which effectively means, that with increase in user centricity, there has not been an increase in user awareness and intellect. As most respondents themselves seem spoon-fed on what is possible and what is not. 12 1. Which of the following are you most familiar with? Adwords / AdSense / Facebook / Kissmetrics Klout / Carma / SDL PubSubHubbub / Fusion Tables API  Many digital users are heavily dependent on secondary or tertiary software’s and technologies.  Only 6% of the respondents identify the actual lingo of digital manipulation and marketing.  Which means that there is massively skewed ratio of digital population, amongst the digitally affiliated and digitally advanced classes. 13 HDTV could have been available in early 1980s. The technology was discovered and infrastructure available that time as well. However, It was released the early 2000s. Pick an answer you feel explains the aforementioned. No one knew about it, so no one asked for it. Introducing a newer technology is giving yet more power to the user. Thus firms were reluctant on this matter.  At this juncture, many respondents have understood the metrics of centricity and now begun to identify the clash between digital users, marketers and businesses.  Over 65% have agreed that they have misinterpreted the potential of the digital biome and were misguided or ill informed. 14 Compared to their peers a few years back, do u think the regular neighborhood [Photographer / digital artists / Photoshop users / etc. ] are getting better ? Yes, definitely Yes, a little bit Yes, maybe Can’ t say No, everything feels copied nowadays No, they are not getting better, they just have better technology No  Almost half of the respondent agree that digital centricity has aided creative expression when compared with their counterparts from a decade ago.  In doing so, they acknowledge the role of user centricity and power it carries now to influence social, cultural and business paradigm. 15 Do you agree with the following? Connecting with a consumer is easy... converting it to a customer is hard Strongly agree Agree Neutral Disagree Strongly disagree  The effect of user saturation is straightaway measured as a total of about 90% feel the effect of digital saturation and the causal nature of more promotion is more saturation and more saturation prompts even more promotion. 16 Do you believe disconnect between an Adv. Agency, a Media Agency and The Media Owner is growing? Agree Strongly agree Neutral Strongly disagree Disagree  There seems a tie on the effect of user centricity on the relationship between the three aforementioned entities, which is entirely understood, as a close grouping would have made clear that the digital user understands user centricity which is simply not the case as is shown earlier on Page 8 and 9. 17 UGC (user generated content) is a big reason social networking sites are gaining popularity. Do you think UGC has a bigger connect to an intended audience than MGC (Marketer Generated Content)? Strongly agree Agree Neutral Disagree Strongly disagree  This a simple straight approach on the effect user centricity has had on the way a MGC is perceived in the digital biome.  Over half of the digital users agree that they prefer UGC to MGC, arising questions over the tactics used by the ad agencies and media houses to quench user saturation and in part user centricity.  Clearly, they are not doing enough.