P.Rew.: Zeiss SmartLife – Chili pr
Today, more than half of the population owns a portable digital device and those over 55 are confirmed as the average age group with the highest growth rates for the use of smartphones.
In addition, 57% of the world’s population is connected to the Internet and, every day, there are more than 1 million new users who connect to the network.
These data provide a perfect snapshot of how ever more digital the world is and how connected it is now normal.
The advantages deriving from this hyper-connection are numerous but, to make the most of them, it is necessary to equip oneself with the best solutions and innovative technologies, even when referring to the eyes.
As we tend to buy the latest smartphone model, equipped with the latest technology, in the same way it is necessary to also reflect on one’s visual habits and inquire about which technologies are able to respond to the new needs of our eyes.
Zeiss, the world’s leading technology group in the optics and optoelectronics sectors, has conducted a careful and accurate analysis of modern visual needs and has scientifically investigated how visual behavior changes with the constant use of digital devices, not only in relation to movement but also in relation to advancing age and to the changing physiology of our eyes.
The result led to the creation of a single portfolio of prescription lenses that meets the visual needs deriving from the new lifestyle: Zeiss SmartLife.
How digital devices are changing the way our eyes move
Smartphones are unquestionably part of our daily lives. While the first mobile phones were designed simply to make and receive calls – and later also to write text messages – today’s smartphones require greater auditory and visual attention.
Today the use of the smartphone has become more dynamic, varied and different.
For example, 70% of consumers use more than one device3 and at the same time perform other activities: you surf online while having breakfast, you use mapping apps to get around the city and to communicate all day even with your home; just think of the exponential development that the IoT (Internet of Things) has had and will have over the years.
Visually this translates not only in the fact that we tend to keep the smartphone closer to the eyes, compared to when reading a book or magazine, but also determines an important change in the behavior of the gaze.
The Dynamic Gaze Study, the study conducted on dynamic visual behavior conducted by the Zeiss Vision Science Lab in Tübingen, Germany, examined the effects of smartphones on visual behavior in everyday situations: working at the desk, conversing and walking inside a building .
Each activity was carried out for ten minutes, first with the smartphone and then without, and the subjects involved were asked to use the smartphone as they would normally do.
The results showed that smartphones have a significant impact on where you look and, in more detail, that when you look at a mobile device you look down many times, without moving your head downwards.
If you use eyeglasses, this means that while looking at the smartphone you do it through the lower part of the lens much more frequently, going to use a wider area of the lens than they did when the devices were used less and did not play such a central role in everyday life.
In the design of SmartLife lenses, Zeiss therefore understood that he had to incorporate all of these.
knowledge and also added an optimization based on age-related visual needs, not only for progressive lenses – mostly used from 45/50 years old – but also for those with a simpler design such as single vision lenses.
With age, in fact, the anatomy and physiology of the eyes change but the use of digital devices and the consequent dynamic vision to which the eyes are subjected remains unchanged and constant. Precisely for this reason, SmartLife was born as a complete and unique portfolio for today’s consumers, independent of age.