Quantcast
PCWorld.com is upgrading some back-end systems. Some site features, such as user registration, may be temporarily unavailable.
Subscribe to magazine

Too Many Choices May Slow Consumer Electronics Spending

Analyst says simplification, education can overcome the stall.

Johan Bostrom, IDG News Service

  • 0 Yes
  • 0 No

The growth of the technology industry is largely driven by consumer spending, but too many choices can slow the adoption of new products and put entire markets on hold, an IDC analyst said Wednesday.

A consumer confronted with too many choices might simply walk away from buying or upgrading the product, said Danielle Levitas, a consumer market analyst with IDC at the analyst firm's Directions conference Wednesday.

"Imagine replacing your TV for example. Today it's digital or analog; 4:3 versus 16:9; direct view, rear projection, or a flat. If you go for a flat: [do you choose] a plasma or an LCD? And the resolution: standard, enhanced, or high definition?" Levitas said. "Choice is good--to a certain point."

The solutions are simplification, packaging, and buyer education, according to Levitas. "Home theater in a box is a good example. It was marketed with emphasis on the feature, not on the technologies enabling the experience."

Limited Apple Shuffle

Levitas agrees that limitation of choice might be seen as provocative. The user interface on Apple's new IPod Shuffle MP3 player has been criticized by some for being too simple, emphasizing random playback and lacking a display that allows a user to see what song will appear next.

"I'm not sure any other company would get away with that. It's more driven by cost than usability, I think," Levitas said.

Levitas considers Apple's larger MP3 players a better example of devices that offer a simplified user interface while still providing choice. "The surface must be at its most simplified level; then you let people get deeper. Apple also gives the customer a chance to put a personal stamp on the product by choosing color," she said.

Emerging technologies may also be hampered by competing standards, like the dispute under way among vendors of next-generation DVD recording technology, Levitas said. "The next generation of blue laser DVD players and recorders won't take off until the vendors and the entertainment companies have agreed on using Blu-ray or HD-DVD," she said.

IDC is a subsidiary of International Data Group, the parent company of IDG News Service and PC World.

  • Recommend this story?
  • 0 Yes
    0 No
 

Featured APC Accessories

  • APC Back-UPS ES Safeguards your equipment from damaging surges and spikes that travel along your utility & data lines.
  • APC Smart-UPS Loaded with cutting-edge features, unique battery life predictor, unbeatable on-line efficiencies and software agents allowing remote UPS monitoring. Get 10% off your entire kart purchase!

People who read this also read:

  • 15 Minutes to a Secure Business Get the Secure in 15 toolkit starting with the "15 Minutes Month-at-a-Glance" calendar. McAfee will send you additional tools and tricks to stay protected around the clock.
  • A Buyer's Guide to Data Protection Implementing data protection products and processes can be daunting. Make the right decisions by exploring what is available and what makes sense for your organization. Use this simple guide to evaluate different vendor offerings.

Sponsored Links