The key consumer trends and insights influencing technology in 2017 – based on consumer research and analysis from behavioural insights practice Canvas8.

1. GETTING AROUND
w
1
BEHAVIOURS
IMPACTING
TECHNOLOGY

2. TECHNOLOGY 2
We explore the complicated relationship between gender and
technology, reveal the ways we’re becoming more like
cyborgs, ask why popular apps are starting to look the same,
and look at how tech is becoming truly accessible to all.
A highlight of four emerging behaviours that are
impacting the way we interact with our devices.

3. TECHNOLOGY
EASY
ACCESS
BIGENDER
DEVICES
SEAMLESS
SYSTEMS
TACTILE
TECH

4. TECHNOLOGY 4
EASY ACCESS
People want brands to help them connect
JUST 43% OF PEOPLE
HAVE ACCESS TO THE
INTERNET WORLDWIDE
Facebook, 2015
Just 43% of people worldwide have access to the internet, even though
78% reside in areas with mobile broadband coverage. In turn, brands are
bringing people online – whether Facebook’s Free Basics in developing
countries or UK-based Breezie, which does the same for Seniors.

5. TECHNOLOGY 5
BIGENDER DEVICES
People don’t want gendered tech
39% OF MEN AND 46% OF
WOMEN FEEL AMBIVALENT
ABOUT TECHNOLOGY BRANDS
Canvas8, 2016
People don’t want their devices and apps to be masculine or feminine
in design – they want them to be human. It’s about reclaiming
‘feminine’ and ‘masculine’ in an ungendered space – something the
success of the Rose Gold (or Bros Gold) iPhone attests to.

6. TECHNOLOGY 6
SEAMLESS SYSTEMS
People want technology to feel familiar
OF USERS RANKED ‘EASY TO USE
FEATURES’ AS THE TOP REASON
TO ENGAGE WITH AN APP
79%
CA Technologies, 2014
New app downloads are falling, as people opt to use the ones they’re
already familiar with. In response, platforms – whether Instagram or
Virgin’s app – are being redesigned for a streamlined mobile experience,
while chatbots offer familiar ways to chat with new brands.

7. TECHNOLOGY 7
TACTILE TECH
People want more intimate interfaces
OF APPLE WATCH
OWNERS CONSIDER IT
TO BE A SUCCESS
77%
Fluent , 2016
We may engage with tech through keyboards and touchscreens for
now, but interfaces are becoming more intimate. When shipments of
smartwatches outpaced shipments of Swiss watches in 2016, it was
symbolic of this shift in interaction between man and machine.

8. TECHNOLOGY 8
We interviewed three experts from the Canvas8
network about the key trends influencing consumer
behaviour and technology in 2017

9. TECHNOLOGY 9
NO LOYALTY
KEY THEMES FROM THE EXPERTS
NEW NOVELTYAI INFILTRATION

10. TECHNOLOGY 10
James Lodge, director of mobile at Fetch
“If you want to talk with KLM, you can do that in
Messenger, because that’s where consumers are, and
taking them into another place isn’t what they want”
NO LOYALTY
Technology in 2017

11. TECHNOLOGY 11
Davide Casali, user experience director, start-up advisor, and founder of Good 50×70
“There’s a lot of discussion around AI being applied to
chatbots. AI is embedded within the product, so people
don’t realise it’s there”
AI INFILTRATION
Technology in 2017

12. TECHNOLOGY 12
“The amount of shops where you can repair your
smartphone is growing. New technology is expensive
and not everyone can upgrade with every new model
Nicolas Nova, researcher and writer, and founder of the Near Future Laboratory
#2 PEOPLE PARTICIPATION
NEW NOVELTY
Technology in 2017

13. TECHNOLOGY 13
WANT MORE?
YOU CAN EXPLORE THE
FULL REPORT FOR FREE HERE
To discover more about behavioural insights
www.canvas8.com