PhotoGiven the fawning publicity accorded each new iPhone, Google gadget or weird Amazonian package delivery dream, you would think that an eager public waited breathlessly for every new tweak dreamed up by the software minions who have taken over the functions once performed by the automotive designers who hammered out new fins for 1960s vintage cars.

But those of adequate age will recall that consumers eventually got tired of ridiculous fins and change-for-change's sake in automotive design. People got tired of having to buy a new car every few years just to keep up. And a new study suggests something similar is happening in the technology sector, where many may feel the pressure to buy each new iPhone model is getting a little too intense.

A new study by JETIntelligence predicts that a top trend for 2014 will be what it calls "rage against the machine," as consumers rebel against “what’s been lost in our embrace of unprecedented change.”

The research company says consumers -- tired of bots and automated greetings -- will be putting a higher value on “all things human.” 

"For many, technology serves as a gateway to opportunity and an enabler of hyper-efficient lifestyles, but those who are most immersed are starting to question its effect on their lives and their privacy. One result is that more people are trying to find a balance and lead more mindful, in-the-moment lives," the report said.

Loss of privacy

The study also finds consumers increasingly concerned that they are giving up their anonymity to Big Data and predicts consumers will begin to push back and even grow paranoid about technological intrusions on privacy. 

“In this year's trend report, we see how consumers are both welcoming and resisting technology's growing omnipresence in our lives,” JWT said. “For many, technology serves as a gateway to opportunity and an enabler of hyper-efficient lifestyles, but those who are most immersed are starting to question its effect on their lives and their privacy. One result is that more people are trying to find a balance and lead more mindful, in-the-moment lives.” 

The report is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year. For this report, JWTIntelligence conducted quantitative surveys using SONAR, JWT’s proprietary online tool, from Nov. 5–8, 2013, surveying 1,003 adults aged 18-plus (500 Americans and 503 Britons). 


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