The Internet of Things: a consumerist perspective
The Internet of Things (IoT) as defined by Marketo, “is the interconnectivity of our digital devices that provides endless opportunities for brands to listen and respond to the needs of their customers”.
How does the IoT impact our daily lives?
Over the past decade especially, digital technology has slowly influenced how humans interact with the world, extending into the sustention of smart homes and even smart cities. CNET provides an example of how digital technology in a smart home can make our morning routine that much easier:
It is no wonder then, that for the market leaders who provide us with the technology becoming so prevalent in our daily lives, the internet (and social media) have been a great asset to business.
In a cultural climate driven by consumerism, the integration of devices makes it easier for market researchers to gain excessive amounts of data and better target their demographic to build a profile of preferences and lifestyle information for the ‘convenience of the individual’. However, when targeted advertising constantly bombards us with information encouraging us to expand our current range of products and devices, the notion put forth by US Magistrate Judge Paul Grewal in Forbes that “the users are the real product” doesn’t seem too far fetched…
Do we actually care about how our data is shared?
A report by Mintel, revealed that:
· Only 18% of people are willing to share personal data in order to receive personal advertising
· 63% of consumers report feeling uneasy when seeing ads which are closely linked to recent browsing data
Despite this, a similar report found that only 56% of millennials were confident that they knew how much of their data was being shared.
And yet, the number of us who obediently click “I agree” to terms of service to avoid the boring details is staggering. An interesting study conducted by WiFi providers Purple showed that only 0.0005% of users read the terms of service, noticing the details in the fine print that would mean they have agreed to “manually clean sewer blockages” and “paint snail shells”.
Most of us will have encountered the popup “this website uses cookies to ensure you get the best experience” though technically, in the eyes of the merchandiser we aren’t actually human individuals. Instead, our data contributes to the many algorithmic representations of the demographic that they can manipulate to increase consumption.
A recent report by New York Times revealed that software such as Alphonso exists, which can use your device’s microphone to listen for ultrasonic tones in TV ads and programs and even match it to location data to target ads more specifically!
Though most apps and internet services are legally permitted to ensure personal data is protected, there have of course been occasions where online security has been breached, famous cases including Yahoo, Uber and Ashley Madison, where personal details such as names, email addresses, dates of birth, telephone numbers, passwords and even social security numbers were divulged. Large consumer services and businesses have the ability capitalise on our personal data to actually help produce better products for consumers but when these good intentions are subverted, they can so easily take advantage of opportunities to increases revenue and sales.
But hold on a minute — doesn’t some technology drastically improve people’s lives?
It cannot be denied that digital technology has helped individuals manage and engage in important aspects of their everyday lives, especially in the following two main domains:
1. Health
A recent wearable innovation from Intel and the Michael J Fox Foundation allows those who suffer with Parkinson’s disease to track symptoms and experiences objectively via an app, overcoming the problem of forgetfulness or non-compliance in healthcare related behaviours and decisions.
2. Education
Google Expeditions is a virtual reality teaching tool by which students can go on ‘virtual field trips’ from coral reefs to the surface of Mars! Jena (2013) demonstrated that for both high and low achievers, digitalised classroom environments were indeed shown to significantly enhance learning!
So how can we judge when digital technology and the IoT become dangerous?
For many digital natives, there is an argument to be made that the influx of new technology to solve human problems fosters a world where people expect immediate gratification and fail to question the reasons behind it using their intuition.
Furthermore, clinical psychologist Catherine Steiner-Adair in Scientific American, argued that greater use of technology was associated with shorter attention spans, preference for digital activity rather than physical activity and a decreased ability to learn emotional and nonverbal gestures.
In extension, the repercussions of our beloved machines not working as smoothly as we’d hoped or even failing are possibilities that we must consider. By cultivating a society where people are reliant on technology for abilities that extend their human capacity, detachment from the digital world can be difficult. Although it is almost impossible to navigate the modern world without using some form of technology, the balance between humanity and technology should be maintained.
Is the IoT for everyone?
With market research from Hayes (2009) showing the effect of customer based ‘advocacy loyalty, purchasing loyalty and retention loyalty’ on decisions to buy products, there is likely to be a social divide between those who can and cannot afford to take full advantage or upgrade to new products straight away.
Apple pride themselves on their iOS being virtually impenetrable to hackers, ensuring the safety of public data. However, the prices of products in the Apple range only seem to reflect individuals with good monetary income and thus privacy is only preserved for those who are willing to invest copious amounts of money. On a wider scale, digital technology has infiltrated the Western world for personal consumption — but what about poorer areas of the world that cannot sustain the use of such technology? Do they just get left behind?
To avoid the expansion of a digital divide and to share the benefits of technology across society, president of World Bank Jim Yong Kim suggests that “countries also need to improve their business climate, invest in people’s education and health, and promote good governance.” However in the Western world where the IoT has more influence, it gives richer members of society an unfair advantage as they have the money to invest in digital technology and familiarise themselves with its use, so they will be better prepared when faced with digital interfaces in the everyday environment (e.g school, workplace).
The IoT provides us with a wealth of information and access to numerous products and services which can increase the efficiency of our daily lives. It is up to us as consumers to be mindful of the practices of data sharing and the motives of merchandisers when considering the impact of novel digital technology (and actually paying attention to those privacy statements). Individuals in the Western world should be aware of the dangers of a digital divide and avoid becoming reliant on technology; the aim is to extend our human abilities, not to surpass them!
Reflecting upon the digital society course
Following the first few sessions, I began to consider the extent to which our digital profiles and interactions with technology are stored, making it easier for companies to increase exposure to their products and increase profit. Although this is seemingly beneficial, I am in agreement with Phoebe, who mentioned on a comment in Medium, “I would like to be given the option as to whether these algorithms are applied to my account, but all I am given is an option to agree or not agree to their terms and conditions.”
Upon reflection, the course has bettered my understanding of how the rise of digital technology is infiltrating many aspects of our lives. In particular, the topics ‘marketing and engagement’, ‘the individual’ and ‘smart cities’ stood out to me because in line with themes explored in BSc Psychology, they showed me how digital technology could be used to either blur or enhance the human experience. I really enjoyed using online services such as MentiMeter and Padlet in the sessions, as I feel they made the course much more interactive and engaging.
One challenging aspect was the PechaKucha presentation; giving us a very limited scope for critical analysis meant that I had to select only very relevant information to strengthen my argument and I think this was beneficial as it helped me present things in a much more concise way. The feedback improved my confidence and introduced me to a new type of presentation format which I will definitely consider using in the future.
I will draw upon my experience as a member of the digital society, as I have now had the opportunity to weigh up the pros and cons and will have a much more perceptive eye when it comes to investing in or utilising new digital technology.
