Alternative marketing thinking


Technology and happiness

Interesting report on BBC about the positive link between technology access and happiness. Access to communication devices was found to be the most valued. It found that women in developing countries, and people of both sexes with low incomes or poor education, were most influenced emotionally by their access to technology. Research by BCS, the Chartered Institute for IT, analysed the results of a survey of 35,000 people around the world. Mr Paul Flatters who helped conduct research for the BCS study says: “The results of the BCS study are ‘slightly counter-intuitive; a lot of things that are written about IT are negative.’ Ownership of technology is a status symbol in many cultures, according to Kathi Kitner, senior research scientist at Intel. While having a computer is considered synonymous with a good education worldwide, the emerging middle classes of India think it is also a sign of prosperity, she said. “Whether that prosperity in terms of monetary returns actually materialises is not documented, but it is very real in terms of perception,” she said. The BBC report is here.


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