Daring to be truthful?

A new report from Dare London entitled ‘Digital Britain: the truth about how we live today through technology’ (PDF, 175 pages, 7 Mb) is available from ThisisDare.com. The report analyzes usage data from a number of sources to present a view, in very pithy terms, of how the UK public is using digital media. Amongst the results they note that whilst there are less female users, those women who do use it, use it more. There are analyses of the type of things done online and the amount and time spent doing them by gender and age group, there is then the effect of e-advertsing and how it is having to change to accommodate changes in practice.

There is a similar analysis of mobile usage with a comparison of Android and Apple behaviours, along with a detailed examination of the app economy. The report also views tablet computing and the market there. Included is a lengthy study of the differing online behaviours including use of Facebook, Twitter and LinkedIn along with opportunities for marketing people. The analysis includes buying patterns involving the various coupon offerings and even how television and other viewing, listening as well as reading is being affected by the new media in reality.

Even bloggers get a look in with a breakdown of who does what and their demographics, along with an intense look at games. The report potentially blows out of the water a number of the myths around new technology but concludes with the paragraph that:

“The internet is becoming flatter, deeper and quicker. It’s reaching more people, on more occasions, on more devices, more speedily. Brands need to prepare for that future. Specifically, they need to ready themselves for an internet that no longer lives on a desk and that is no longer run by institutions. Prepare for people and places.”

A lengthy read at 175 pages but far from dense with lots of colour graphs and charts. Yes, technology is changing things but not necessarily in the ways that were forecast or are being touted currently. Thanks for this Dare – it’s not often that everything is brought together for a panoptical view and it makes a difference!

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