THE majority of Britons think technology is becoming too complicated for them to use and understand — and as a result they could turn away from IT, according to a report from online payment provider PayPal, writes Sherrilynne Starkie.
The study showed that while in some cases people are embracing new technological advances, many still have only a basic understanding of them.
In fact, one in three Brits still does not know how to set a video recorder even though they have been in mainstream use for 27 years.
I thought this was interesting because we conducted a survey into these issues at The Clothes Show before Christmas on behalf of a London-based digital marketing agency.
Our goal was to determine the uptake of technology by consumers of luxury brands and our findings were completely in line with PayPal's.
Personally, I find it shocking that so many people are still bewildered and even turned off by technology. It's worrying when you consider the risks of being technically illiterate. So many doors are shut; so many avenues left unexplored.
PayPal's study highlighted generational differences with 93 per cent of 16 to 24-year-olds regularly using a computer compared with 42 per cent of those aged over 55.
For newer technologies, the discrepancy is even greater, with 70 per cent of 16 to 24-year-olds regularly using an MP3 player compared with just 11 per cent of those aged over 45.
In our study, we found the mobile phone to be the favourite tech gadget among the over-45s; the MP3 player didn't get a single vote from those in this age group.
PayPal found that 70 per cent of people now regularly use a computer. Our study put that figure at 92 per cent, but we were surveying consumers of luxury brands so our survey reflected a more affluent sample.
That said, our survey did follow in line with PayPal's findings regarding the adoption of 'newer' technologies, for example only 3 per cent of Britons regularly use a BlackBerry.
Apparently women lag behind men in their use of technology. A third more men than women regularly use an MP3 player.
Mobile phones, however, are equally popular with both sexes.
So where does the responsibility for learning lie? Is it the individual who must decide to conquer his demons and get to grips with tech trends? Or should companies make it their business to educate consumers about the personal and economic benefits of adopting new and innovative technologies?
I think the answer is both. Each of us is responsible for our own learning, there's no doubt about that. We need to decide what we need to know and find a way to get that knowledge.
My own mother, upon retirement, enrolled in college to get to grips with computers and the internet. At the age of 70 she bought her first mobile phone and recently she's been getting involved in blogging. (Although she still can't programme the video!).
But companies, too, must support people in overcoming their fears and help them learn about new technological advances. PayPal has just started a new initiative that sets a good example.
The company has launched a new website, www.whatisyourtq.com which helps people get a measure of how much or little they know about technology via a CosmoQuiz-type online test.
Once you've completed the assessment the site provides learning aids and information to help you get up to speed. Participants are entered into a draw for an iPod, and the site is completely free to use.
Why not see what your TQ is? (Mine is 98 — Superior, but room for improvement. Clearly I need to get to grips with digital photography!).
Sherrilynne Starkie is the managing partner at Douglas-based Strive Public Relations, a virtual communications consultancy serving the Island's tech sector. She provides her views on business and technology, and the business of technology, each week in Tech Talk. Visit her business blog Strive Notes for frequent updates.www.strivepr.com