It's only a phone... a phone... a phone... a phoneGadgets used to be about functionality, but are becoming as much about style as substance, with a growing and ever more fanatical legion of image-conscious followers.
It's only a phone... a phone... a phone... a phoneGadgets used to be about functionality, but are becoming as much about style as substance, with a growing and ever more fanatical legion of image-conscious followers.
Like pilgrims who have come to see something sacred, you can see them in shops across the country, looking longingly at something they want to possess.
Like pilgrims who have come to see something sacred, you can see them in shops across the country, looking longingly at something they want to possess.
These are the gadget gazers, the tech touchers, who hang around the sections in department stores where they stack up the electrical stuff - sleek computers, must-have music players and outsize televisions that are the home entertainment version of a smoked-glass Hummer.
These are the gadget gazers, the tech touchers, who hang around the sections in department stores where they stack up the electrical stuff - sleek computers, must-have music players and outsize televisions that are the home entertainment version of a smoked-glass Hummer.
Are these people shoppers or are they worshippers?
Are these people shoppers or are they worshippers?
They can spend hours here, looking at products they have no intention of buying, stroking the keyboards of cute laptops which they can't afford.
They can spend hours here, looking at products they have no intention of buying, stroking the keyboards of cute laptops which they can't afford.
The most recent explosion of stuff lust has been the launch of the iPhone from that arch. It's not even on sale in this country, there hasn't been advertising here, but there has been a relentless level of interest.
The most recent explosion of stuff lust has been the launch of the iPhone from that arch. It's not even on sale in this country, there hasn't been advertising here, but there has been a relentless level of interest.
Why is there such a hunger for a shiny new phone, a new type of computer game or a show-off television?
Why is there such a hunger for a shiny new phone, a new type of computer game or a show-off television?
It's about desire, these aren't things we need at all - but we all fall for it Tom Wiggins, Stuff magazine Marketing expert at the Henley Management College, David James, gets straight to the point.
It's about desire, these aren't things we need at all - but we all fall for it Tom Wiggins, Stuff magazine Marketing expert at the Henley Management College, David James, gets straight to the point.
"It's all about the Scalextric set your mother didn't buy you when you were a child. Now you can buy your own."
"It's all about the Scalextric set your mother didn't buy you when you were a child. Now you can buy your own."
The toy shop might have been a disappointment all those years ago, but now you've got your own credit card and you're at the top of your own gift list. And if you really, really want it, you can have it.
The toy shop might have been a disappointment all those years ago, but now you've got your own credit card and you're at the top of your own gift list. And if you really, really want it, you can have it.
And the buzz of marketing, through so many different channels, helps to create these consumer luxuries that we think we can't live without.
And the buzz of marketing, through so many different channels, helps to create these consumer luxuries that we think we can't live without.
Dr James calls this movie-style build up the "science of Harry Potter", where people don't want to miss out on what they think other people are seeing.
Dr James calls this movie-style build up the "science of Harry Potter", where people don't want to miss out on what they think other people are seeing.
"It doesn't matter whether it's irrational, it works."
"It doesn't matter whether it's irrational, it works."
Because it's not as if we're short of electrical toys already.
Because it's not as if we're short of electrical toys already.
"It's about desire, these aren't things we need at all - but we all fall for it," says Tom Wiggins of gadget magazine, Stuff.
"It's about desire, these aren't things we need at all - but we all fall for it," says Tom Wiggins of gadget magazine, Stuff.
Men's fashion
Men's fashion
The iPhone has immediately gained that "iconic status" that means that people want to own it for its own sake, says Mr Wiggins. "It's like the iPod, it's about fashion, not just the function."
The iPhone has immediately gained that "iconic status" that means that people want to own it for its own sake, says Mr Wiggins. "It's like the iPod, it's about fashion, not just the function."
Like a child in a sweetshop... with their performance bonus to spendAnd he says that the gadget heads are "going mental" in their long hungry wait for a European version of the phone.
Like a child in a sweetshop... with their performance bonus to spendAnd he says that the gadget heads are "going mental" in their long hungry wait for a European version of the phone.
But is this passion for gadgets behind glass just a bloke thing? Is it about men who'd rather look at the user's manual than talk to a human being?
But is this passion for gadgets behind glass just a bloke thing? Is it about men who'd rather look at the user's manual than talk to a human being?
Psychologist Joan Harvey, from Newcastle University, has an interesting commentary on this.
Psychologist Joan Harvey, from Newcastle University, has an interesting commentary on this.
For centuries, women have bought luxury fashion items to improve their own self-image, buying beautiful objects for their own sake. Now men might be doing something similar with "elegant" technology, she suggests. Are mobile phones really jewellery for men?
For centuries, women have bought luxury fashion items to improve their own self-image, buying beautiful objects for their own sake. Now men might be doing something similar with "elegant" technology, she suggests. Are mobile phones really jewellery for men?
"Designers of technology talk about elegance, but it's really another way of saying beauty," says Dr Harvey. The irresistible allure of brushed chrome might not be as macho as it appears.
"Designers of technology talk about elegance, but it's really another way of saying beauty," says Dr Harvey. The irresistible allure of brushed chrome might not be as macho as it appears.
It's not everyone who suffers from this stuff lust. Dr Harvey says there are distinct personality types who are more likely to be excited by the latest digital arrivals.
It's not everyone who suffers from this stuff lust. Dr Harvey says there are distinct personality types who are more likely to be excited by the latest digital arrivals.
The shoppers in the front of the queue are the type of people who like to lead opinion and who bolster their status by being ahead of the pack, she says. They're also more open to change.
The shoppers in the front of the queue are the type of people who like to lead opinion and who bolster their status by being ahead of the pack, she says. They're also more open to change.
Stuff lusters would also need to have a wallet that was open, because marketing expert Dr James says that the brand pushers are getting ever more effective at creating these objects of desire. Futuristic music players, retro radios, computer games and endlessly upgraded mobiles.
Stuff lusters would also need to have a wallet that was open, because marketing expert Dr James says that the brand pushers are getting ever more effective at creating these objects of desire. Futuristic music players, retro radios, computer games and endlessly upgraded mobiles.
Brief lift
Brief lift
"You don't so much see some people as read them, they've got so many brands."
"You don't so much see some people as read them, they've got so many brands."
But you can take things too far.
But you can take things too far.
Begging to be tried out...Shopping can be a mood-altering experience, says Dr Robert Lefever, founder of the Promis addiction recovery centre in Kent. For most people a new gadget is going to be a passing sensation, like doing exercise, that gives you a temporary lift.
Begging to be tried out...Shopping can be a mood-altering experience, says Dr Robert Lefever, founder of the Promis addiction recovery centre in Kent. For most people a new gadget is going to be a passing sensation, like doing exercise, that gives you a temporary lift.
"Lots of people will have a little retail therapy, and why not if it perks you up a bit?" says Dr Lefever.
"Lots of people will have a little retail therapy, and why not if it perks you up a bit?" says Dr Lefever.
But there are people who become compulsive shoppers, who are addicted to the sensation of buying. They don't even want to have the stuff, they just like the process of buying.
But there are people who become compulsive shoppers, who are addicted to the sensation of buying. They don't even want to have the stuff, they just like the process of buying.
"You get people trying to take back things that they've just bought, because they didn't really want what they've bought, they just wanted to shop, they wanted the process of buying," says Dr Lefever.
"You get people trying to take back things that they've just bought, because they didn't really want what they've bought, they just wanted to shop, they wanted the process of buying," says Dr Lefever.
"They can end up possessing vast numbers of things, but it's never enough."
"They can end up possessing vast numbers of things, but it's never enough."
It isn't even as though the shopping hit makes them happy, he says - because it won't resolve an "inner emptiness".
It isn't even as though the shopping hit makes them happy, he says - because it won't resolve an "inner emptiness".
Shopping addicts often also have eating disorders and in turn, these might be linked to depression. And the mood-altering kick of the purchase isn't about making them happy, it's just a fleeting sense of feeling different, he says. Moments later, with purchases they don't need or want, they'll feel even worse.
Shopping addicts often also have eating disorders and in turn, these might be linked to depression. And the mood-altering kick of the purchase isn't about making them happy, it's just a fleeting sense of feeling different, he says. Moments later, with purchases they don't need or want, they'll feel even worse.
But such warnings will not deter the true gadget enthusiast, waiting impatiently to unwrap and explore the latest piece of desirable electronics. For them, it's not the winning that counts, but the taking apart.
But such warnings will not deter the true gadget enthusiast, waiting impatiently to unwrap and explore the latest piece of desirable electronics. For them, it's not the winning that counts, but the taking apart.
Add your comments on this story, using the form below.
Add your comments on this story, using the form below.
Generally I try to avoid being an early adopter of gadgets, cos v2 of pretty much anything tends to be a) cheaper and b) better than v1. But for the iPhone I'm prepared to make an exception. Oh, yes. Full on gadget lust this time. I WANT ONE!Andy Saltiel, Gamlingay, UK
I bought a Nokia E61 recently, to replace my Psion series 5. I genuinely use the applications (WP, spreadsheets calendar etc) and only bought the E61 as it had software developed by Symbian so I thought it would be just fine - a PDA with a 'phone, not bad really. Sadly, actually using the apps seems secondary to wandering around shouting loudly into the 'phone about your latest multi-million pound deal (like ANYONE cares?) and frantically checking and sending emails every 5 minutes. In short, the spreadsheet is absolute rubbish. Appearance really is everything these days, and functionality is irrelevant.Alas poor Psion, London
I recognise this in myself. I am obsessed about buying power tools and wood working machinery. Have it delivered to work and have to sneak it inside when my wife's back is turned. I put it down to fighting my lack of DIY genes , thanks Dad , and having a huge shed.Nick Johnson, Torquay
Yet another article attempting to play on this idea of 'unnecessary gadget lust.' Will people learn that the vast majority of people who actually buy things like mobile phones and iPods actually use them and find good use in their respective functions? I have an iPod and a nice phone- but i'm not an obsessive hoarder like the article purports. Yes, there is consumer hype surrounding shiny new products, but most people see through that in the same way that they see through sensationalist articles such as this.Tom, Southampton
Yeah, I call it 'gadgeteering'?heckie Cormack, Portree, Isle of Skye
It's pathetic - and I speak as a technology journalist who reviews this kind of kit for big magazines. When will people realise that phones and MP3 players are not the secret to lasting happiness - there is always someone with something newer, flashier and cooler. Flash new tech is good to have but stuff lust is addictive, dysfunctional and decadent. Bonze, UK
From the picture 'Begging to be tried out' you have highlighted another phenomenon that of 'RETRO-GADGET' lust as the picture shows a rather out of date Apple Mac computer. There are so many magazines offering the chance to buy a gadget so that you can play 'SPACE INVADERS' like you used to do.Leslie Jarrett, Slough Berkshire
God, this article makes me want to cry. How sad. I've had three computers in 20 years (the most recent purchased in 1998) and two mobile phones in five years. They get replaced when they break and not before. I'll spend my hard-earned money on travel and my education, not status symbols, thanks.Dorothy Rothschild, Fife, Scotland
I'm afraid I don't really see the value of this article. It's not telling us anything we didn't already know; People like the latest phones and gadgets? Getaway! That we are buying articles for their style, as well as functionality? I really don't think that's anything new. That shopaholics suffer from other addictions and disorders, such as depression? It doesn't take a PhD in psychology to work that one out. This seems like a 'Friday afternoon' article to me. Surely, there must be more interesting things to write about.Rob Holman, Chislehurst, Kent, England
The growth of easy credit has unfortunately made it easier to become a shopping addict. What is interesting is that this addiction can be just as damaging as drug, alcohol or gambling but there are so few places to get help for it. A few interest rate rises is unlikely to prevent these addicts from carrying out their shopping urges. Tightening access to credit would help but let's face it i can't see a government doing that. ben dolley, brighton
Re. the iPhone, quote: "there hasn't been advertising here" - this has to be easily the tenth iPhone related article I have seen here on bbc.co.uk. No other product names are mentioned in most of these (except Apple's other hype-fest, the iPod), why are Apple getting all the free publicity? There really is no need for them to advertise, you guys are ensuring that the iPhone is rarely out of the news, despite it offering similar functionality to many existing smartphones (touch screens and mp3 players integrated into mobile phones REALLY aren't news!). I know the Apple Mac was/is the darling of the media industry, but please stop using licence-fee money to place Apple products in the public eye. Disgraceful!I Worlock, Bristol UK
As one famous gadgets website tagline goes..... Stuff you don't need, but you really, really want.Ricky, London
Yes, it's an addiction, but it's an addiction that has been cultivated in 'image' magazines and so on. Both sexes have a list if 'must have' items that they believe will make them complete and give them the sense of satisfaction and achievement that they can't get in everyday life. Unfortunately, the marketing people of this world are becoming more savvy to the brands and how to create obsessive desire. It does very much seem as though we are buying the names of the product rather than the product itself now. Quality is a thing of the past, cool is everything.Heather, Wolverhampton
