Chapter 03
Digital Diet
Summary
01
“I want a future where I can have the freedom to do the things I love”
A "digital diet" is the consumption and management of digital content and technology in daily life. It encompasses the amount of time spent using digital devices, the types of digital media consumed, and the overall balance between online and offline activities.
Gen One seamlessly integrates technology into their daily lives, enjoying it for socialising, entertainment, and relaxation. However, while they said they were at ease with their consumption, when surveyed they were more likely to be concerned about their screen time and powerless to change it - it’s an inevitable and intrinsic part of their lives. They want less online time to pursue personal passions, and Gen One and Digital Adopters alike desire simpler, less intrusive tech experiences.
Divergent habits
02
The notion of a digital diet parallels the concept of a physical diet, emphasising mindful consumption of digital content to ensure it enhances well-being and life satisfaction. Gen One and Digital Adopters both recognise the benefits of technology but exhibit distinct habits and attitudes when it comes to consumption.
Gen One's lives are deeply intertwined with the digital world, where social media, messaging apps, video content, and gaming are the threads that connect their daily experiences. While both Gen One and Digital Adopters navigate the practicalities of life - like online shopping and government services - Gen One consumes their digital diet as naturally as the physical one.
On the other hand, Digital Adopters view technology as a complement to their lives, categorising their digital consumption into necessary tasks, purposeful activities that align with their interests, staying connected with loved ones, and occasional "zoning out" for relaxation.
- Necessary tasks: things they need to do in life e.g. banking and tax
- Purposeful tasks: supporting their interests, e.g. fitness apps, cooking, learning a language, sports betting, etc.
- Staying connected: actively communicating with friends and family between real-life catch-ups
- Zoning out: scrolling through photos, videos and social posts as a way to relax
Attitudes towards their digital diet
03
Attitude 01
Digital Gluttony
Attitude 02
Digital Nutrients
Attitude 03
Simplicity is the secret ingredient to digital freedom
What it means for Gen One Design
04
As the world rapidly digitises, our digital diet will inevitably evolve. The experience of this shift differs significantly between Gen One and Digital Adopters, thanks to their levels of exposure to a pre-digital world.
Gen One fears the proliferation of digital services will erode their freedom to pursue offline passions unless we radically simplify what truly requires screen time. If we want to design digital experiences that capture their attention, we need to change our digitisation approach from being additive and time-hungry, to being integrated and shockingly fast.
For Digital Adopters, it’s important to make tasks feel seamless and to ensure each action is intentional and valuable. This approach will create space for their much-valued leisure activities, relaxation and self-improvement.
Using technology that is less ever-present and more purposeful will open up the possibilities to deliver experiences that reduce the digital burden for all generations, not add to it.
Implications for brands and government organisations
05
1.
Tread lightly on digital diets:
Minimise screen time by making use of channels people already use to access services and products - social, messaging, search and streaming.
2.
Ask “why” at every step of the journey:
Brands and government organisations should keep a relentless focus on removing wasted actions and re-entry of information, even across channels, services and departments.
3.
Disappear into the background:
Services that make life more complex are less likely to be adopted, or accessed, by Gen One. To achieve true simplicity, technology should fade into the background and serve as a tool for empowerment, not an obstacle to overcome.
Case Studies
06
01
Sweden’s Un-Digital Education Strategy
Sweden is shifting back to traditional education methods, emphasising printed books, quiet reading time, and handwriting practice over digital tools. This change responds to concerns from politicians and experts that the hyper-digitised approach, including the use of tablets in nursery schools, has led to a decline in basic skills. Education Minister Lotta Edholm argues that physical books are essential for student learning. Despite Sweden's above-average reading scores in Europe, a decline was noted in the 2021 PIRLS assessment.
The government invested 685m kr in books for schools in 2023, with additional annual funding planned. This initiative aims to provide students with more physical textbooks and ensure access to well-staffed school libraries, promoting a return to analogue learning environments that support better development of foundational skills.
Lesson for Gen One Design
Sweden is aiming to recalibrate the role of technology in the role of young peoples’ lives by reducing the screen time that children experience at school. It is still one of the most digitally competitive countries in the world, but they have recognised that digital literacy and screens are not interchangeable.
02
Opal
Opal, a digital well-being assistant, helps users manage screen time effectively, particularly for adults aiming to build healthier tech habits. It restricts access to specified apps during user-determined times, promoting focused work periods by blocking distractions like TikTok and Instagram. The free version allows one session, while Opal Pro offers unlimited sessions and a Deep Focus mode that prevents cancelling sessions, fostering meaningful app use.
Opal leverages Apple’s Screen Time API, enhancing app removal during focus periods and providing detailed, actionable screen time data. This update introduces a free focus report and Focus Score, offering clear metrics on screen time, pickups, and focus levels. These tools help users minimise unnecessary screen time and interruptions, aligning with the principle of treading lightly on digital diets.
Lesson for Gen One Design
Opal exemplifies disappearing into the background and challenging users to consider their screen time thoughtfully. Its simplicity ensures higher adoption rates, especially among younger users who prefer seamless, non-intrusive tech solutions. Opal's tools have helped over 200,000 users spend more than 20 million hours in focused sessions.
