Digital Dichotomy

By Jennifer Poff Cooper

There’s positive and negative in just about everything, and that is certainly the case with apps, or digital applications, said Dr. Dipankar Chakravarti, Professor of Marketing in the Pamplin School of Business at Virginia Tech.

Apps have been prevalent in various forms since the earliest browsers (think Netscape) in about 1995. “They go back a long while,” said Chakravarti.

Fast forward to today, when their use has exploded. That popularity stems from the advent of smart phones and has tracked with the growth of the device industry –in other words, said Chakravarti, we have

“ubiquitous access.” Additionally, usability has become easier. Their usage has also increased along with the growth of artificial intelligence (AI).

We think of teens as being attached to their smart phones like no generation before, but Chakravarti said that, counterintuitively, the average frequency of app usage per day is 9.4 times in teens (age 13-17) versus Millennials (ages 18-34) at 10.5 times. (statista.com)

Time spent on apps was 4.48 hours daily in 2021 (statista.com), but Chakravarti guesses that is growing as some apps had not “gelled” yet two years ago.

Applications have a variety of uses. Chakravarti said that FaceBook and Google account for 10-15% of all app usage; if you add in Amazon and Apple, the percentage rises to 30-35% of the total volume. The website techjury. net says that 89% of smart phone users’ time is spent on just 18 apps.

Social media and FaceTime are some of the most basic apps. Sophisticated apps drive you to purchase points when you are near a store. During the pandemic, healthcare apps became widespread. However, that is a “double-edged sword,” said Chakravarti. Some people love the convenience of virtual doctor visits, but others “hate being controlled by AI” or dislike the doctor not making eye contact through a screen, plus sometimes you need a person - not an algorithm - to handle special cases.

Zoom thrived during the pandemic and survived afterwards. During COVID, said Chakravarti, the “entire education system would have collapsed” without it. Now many have become accustomed to it for the time-saving quality.

“It is efficient for much of what we do,” he said, citing his own situation as an example. His graduate students used to need in-person office hours after their workdays, but now he can connect with them at any time of the day or night without having to be in a specific place at a specific time.

However, the flip side is that “all the time is work time.”

Some people overly embrace technology, while others are afraid of it, and with good reason, said Chakravarti. On the plus side, apps provide information at our fingertips, allow us to control our daily lives (monitoring your refrigerator from afar, buying items or hearing music with a click), and give us improved ability to communicate with friends and family via social media.