Using digital and internet terminology and acronyms are leaving many web site users in the dark and, by inference, potentially failing to make a purchase they might otherwise have made.
Fifty per cent of online Britons admit they cannot not keep up with the latest technology and associated jargon. According to new research from Nielsen//NetRaings, one in seven people online in the UK don’t know what an iPod is. Thirty five per cent had heard of podcasting but didn’t have the foggiest what it actually was.
The findings suggest that webmasters and web site owners are over-estimating consumer knowledge and consequently not getting their message across as clearly as they might.
The top ten least heard of phrases were as follows:
1. V-O-D 75% “never heard of it” rating - Acronym for ‘video-on-demand’
2. Wikis 70% - Collaborative technology for editing websites
3. IPTV 69% - Acronym for ‘Internet Protocol Television’
4. Really Simple Syndication 69% - Automatic news feeds
5. PVR 68% - Acronym for ‘Personal Video Recorder’
6. Web 2.0 67% - Term for user-generated content phase of Internet
7. RSS 67% - Acronym for ‘Really Simple Syndication’
8. Triple-play 66% Internet, TV & phone in 1 broadband subscription
9. VoIP 59% - Acronym for ‘Voice over Internet Protocol’
10. IM 57% - Acronym for ‘instant messaging’
Interestingly, when the acronym’s full term was used, there was a much greater level of understanding. Almost ten times more people knew what Video on Demand was compared to those understanding VOD. The smallest increase in comprehension involved Voice over Internet Protocol, with 38 per cent grasping the full term, compared to 28 per cent understanding VoIP.
The report indicates that the average Briton online now owns between four to five digital/online devices. The PC was the most popular device, followed by WAP-enabled phone, games console, video recorder, and non-iPod MP3 player. The iPod isn’t quite as dominant for the online population.
Over a third, (38%), of Britons online access the web on a weekly basis using their mobile phone. Over a quarter (29%) now access the web weekly through their TV.
Alex Burmaster, European Internet Analyst said: “When it comes to the actual technology owned, the modern consumer is certainly well-equipped. Not only do they own an increasing variety of devices but they are also using them to access the web.
“The average Briton online uses at least two different devices every week to access the web and no longer needs to be tied to their computer to surf their favourite sites. In addition to the PC or laptop, this surfing is most likely to be done through their mobile phone or television,” Burmaster concluded.
Footnote: Get a definition of podcasting and Voice over Internet Protocol
Check out all your technology terminology queries at Whatis.com
Untangle all manner of jargon at buzzwhack.com
