According to new research, costumers are not interested in every new product released in the market. 

Hundreds of costumers wait outside a store somewhere in the world. Their intention is to buy a new gadget – a technological object such as a smartphone or another mobile device.  This kind of situation has become common nowadays. It happens, for example, every time a big corporation – like Apple, Samsung, Microsoft or Google - launches a new product. Every month a new gadget is available in stores and companies usually do big marketing campaigns, saying that the product has new functions and is more modern than its competitors.

Many people fall for it, trying to get the best deals or to be the first to buy the new technology. But not everyone. According to a study developed by Underwriters Laboratories, an American organization specialized in product safety certification, 48% of consumers “feel high-tech manufacturers bring new products to market faster than people need them.”

The study was published this week by The New York Times and shows that many  consumers experience “gadget overload.” Constant changes in devices, technologies and online tools were pinpointed as the cause of the problem. Underwriters Laboratories’ study totals 42 pages and brings the evidence of at least 1,200 consumers from four countries: United States, Germany, India and China.

The researchers  attributed several possible explanations for that problem. The first and most evident is that companies have an innovation rhythm too fast for costumers. The second is exactly the opposite:  the innovation can be too slow for costumers.

Should companies start to bring market products and solutions faster than today? Yes. The, explanation, no matter how illogical seems to be, is simple: periodically, companies are offering new gadgets, but there isn’t anything really new in those products. They have just a few different features, being more a marketing strategy than real innovation.

Although the study doesn’t explain how this “gadget overload” changes the behavior of costumers, it seems that if the advice is followed, people will soon not be in the queue every time some big corporation decides to release a new product – especially if this product isn’t as new as the advertisement says.