There’s also a general assumption that NIUs are not aspirational or that they are satisfied with their current level of knowledge — that simply being entertained online or connecting with friends and family on social media is enough for them.
The truth is that while entertainment and social connections are two of the major drivers of NIU internet use, NIUs very often express their desire to experience more of the internet, such as accessing education and income opportunities. There is, therefore, a need to help close the gap between that desire and the wealth of possibilities they hold in their hands.
Misconceptions also abound regarding the simplicity of devices, apps, or features. Voice features, for example, can help NIUs overcome plenty of access challenges, but there is much room for current voice technology to be more intuitive and helpful. For example, Voice has no standardized iconography — it might be indicated by an old-fashioned microphone, or a head with an open mouth, or just a red button — which can create confusion among users. In another example, upon activating a voice tool, users could be required to do a recording, or have a conversational interaction, or simply speak to have their words be converted into text in real time. The many possibilities of voice activation could be complex to NIUs. In short, the simplicity of tools cannot be assumed and there is an immense opportunity to create products that are clear, simple to use, and relevant to NIUs.