The odds of crashing your computer, literally, are going up

More manufacturers are putting more devices into more cars. We’re not just talking about stereo systems and GPS devices, here… but full display computers with access to the web.

One could argue that consumers were first to bring technology into the vehicle, first with cell phones and then with text messaging via handheld device. In fact, the topic has grown into a major series of columns in the New York Times about the dangers of using technology while behind the wheel, called “Driven to Distraction."

The most recent story focuses on models that make it easy to surf the Internet—from your dashboard—and interact with your smart phone via Blue Tooth. And an "open platform" from some companies invites the development of more and more applications for in-car computing.

Implications: As a marketer, it occurs to me that many web sites are still “built” for that traditional, iconic computer that sits on a desk in the home or office. But increasingly, the consumer is using non-traditional channels to access the web, including very basic mobile phones, sophisticated smart phones, and now, even their cars. Many companies “optimize” their websites for mobile, in terms of programming, but fail to optimize their web sites for a highly mobile consumer. Does your site have an “executive summary” on the home page, which abbreviates your story for the small-screen user? Is there a convenient “click to map” button (so I don’t have to search Google maps to find you, thus giving me the chance to see one of your competitors)?

As a driver, I’m wondering how long it will be before regulators intervene further… with regard to the way technology is offered or used on the road. (Many states already have laws against texting while driving, and the Department of Transportation has launched a web site on the matter, at http://www.distraction.gov/.) According to the NY Times series, 11% of drivers are on their phone at any given time; an estimated 2,600 deaths occur each year… in traffic accidents involving drivers who were using a mobile phone. One final tidbit of interest: Half of Americans believe texting while driving should be punished every bit as harshly as driving while drunk.

We already shake our fists at drivers who cut us off, swerve in traffic, or nearly rear-end us while yacking on the phone or checking their email. How will we feel about sharing the road with drivers who are trying to catch the latest funny YouTube video? It conjures an image of people, literally, crashing their computers.

Mike Anderson