The Neuroscience Behind the Touch Screen Craze

A New York Times article (09/01/10) provided compelling evidence that touch screen technology is on a meteoric rise. Are you wondering if this is just a fad or “flavor-of-the-month?” Are you looking at this technology as an investment opportunity? Some of the big players cited were IBM, Sony, Hewlett Packard, Microsoft, Garmin, Diebold and Apple.

There is a neuroscience basis to support the touch screen technology phenomena. We have been tracking sensory pathways sequences of the general population for nearly 20 years. This information may satisfy your intellectual curiosity as to why you may or may not be attracted to “touch screen” technology. Even if you don’t rush out and embrace these gadgets and devices, you will understand why the trend is scientifically solid.

Neuroscience provides the insights to consumer behavior embracing technology advances. Your brain is innately wired to take in sensory information in a preferred sequence of sensory pathways. The three sensory pathways are Kinesthetic, Visual and Auditory; the other two are smell and taste.

Sensory PathWays Characteristics

Kinesthetic (“body smart”) – Touch and feel

Visual (“picture smart”) – See and observe

Auditory (“word and sound smart”) – Listen and hear

Sensory pathway sequences are measured accurately with a statistically validated survey. The sequences show the order in which people prefer to interact with the world, receive information, learn and work. Our statistics show the percentages of the population within six-possible sensory sequences:

Most Likely to Embrace

KVA: 51%, VKA: 27%,KAV: 8%

Total percentage of population: 86%

Least Likely to Embrace

VAK: 7%, AVK: 4%,AKV: 3%

Total percentage of population: 14%

KVA and VKA learners naturally prefer touch screen technology because it involves touching and seeing. They represent 78% of the population. On the flip side, they are least inclined to listen to recorded messages, hear content correctly and remember what was said. Touch-screen technology feeds their love to touch, see and do.

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