Commentary
Does the Media Have a Technology Bias?
Tech reporters often overestimate America's interest in new features and devices.
By Phillip Swann

Washington, D.C. (April 7, 2006) -- Earlier this week, I reported on a new AP-AOL-Pew poll on how Americans are using their cell phones -- and what they would like from them in the future. I noted that only eight percent of respondents said they have used their mobiles to interact with a TV show, such as American Idol. I also reported that only 14 percent of Americans said they were interested in watching video on their cell phones. (And only two percent are actually watching video now.)

The results would seem to suggest that most Americans are not excited about the new cell phone features. However, I've been amazed to see many technology reporters spin the study to say that it proves that people can hardly wait to use them.

For instance, The Hollywood Reporter's article on the study carried this headline:

"Consumers Want More From Phones: Study"

To make matters worse, the article's lead paragraph read like this:

"Not many people use their cell phone to buy movie tickets, watch videos or play games, but a significant number of Americans are interested in doing just that."

Significant number? 14 percent of the nation says it might watch video on their cell phones? That's a significant number?

That's dismal.

The article also points out that only 19 percent of respondents said they would be interested in listening to music on their mobiles.

I don't want to pick on The Hollywood Reporter because I read similar takes in other publications. And this is not unusual. The mainstream media usually overestimates the impact of new technologies.

The reason: Many tech reporters have a bias in favor of new technology features and products. Why? It's simple. They have more knowledge and tech savvy than the average consumer. (Many leading technology journalists are based in tech-centric cities such as San Francisco, New York and Los Angeles,) And they assume that everyone else will be as interested in the new devices as they are.

But, of course, that's not true. The average American is still intimidated and confused by new tech products, many of which are more complicated than necessary. (The products are designed, engineered and marketed by people who are also far more interested in technology than their customers.)

This is not a tech-savvy nation. Just take a look at that flashing 12:00 on the VCR clock.

But many tech journalists see only the "cool" factor of a new product and assume it will be a hit. Consequently, they are more likely to say the glass is half full even when it's almost empty.

But the impact of this over-hyping is dramatic and unhealthy for the tech industry. New products are soon burdened with unrealistic expectations because the tech community (including journalists) label them as the next big thing.

And when they fail to meet those unrealistic expectations, their companies' stocks suffer on Wall Street and the products fade away faster than perhaps they normally would. Investors run scared when suddenly the "next big thing" looks like just any old struggling product (And every new product struggles in the beginning.)

Of course, not all technology journalists are guilty. Many writers take a critical eye to new products and services -- and question whether they will succeed in the marketplace.

But, generally speaking, we all would be better served if more tech journalists would act like journalists rather than product cheerleaders.

© TVPredictions.com

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Phillip Swann is president and publisher of TVPredictions.com. He has been quoted in dozens of publications and broadcast outlets, including CNN, Fox News, Inside Edition, The New York Times, The Washington Post, The Chicago Tribune, The Financial Times, The Associated Press and The Hollywood Reporter. He can be reached at swann@tvpredictions.com or at 703-505-3064.

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