Segmentation: A Simple Strategy

Weird fact about me: the different foods on my plate can’t touch each other.  My older sister once bought me divided plates as a joke and I now use them regularly.  I honestly think they are one of the best gifts I’ve ever been given.


It turns out that the majority of the population (especially millennials) feels the same way about their mobile consumption.

Native apps are dominating mobile usage –a recent Flurry study found that apps captured 86% of consumers’ average daily internet time spent on smartphones and tablets. That’s up from the 80% share noted in a similar study last year!

Millennials download more apps than any other generation – each one occupying its singular space on their screens much like my dinner plate. They use music, media, and entertainment apps, as well as sports, health and fitness apps, approximately 75% more frequently than other age groups and use lifestyle, shopping, social and photo sharing apps nearly 20% more than other generations.

Many digital experts are baffled by why people, including millennials, are turning away from the browser and relying on applications instead.  Here’s my answer:  We are living in the Google era.  White space, cleanliness, usefulness, and most of all simplicity is at the heart of success.

Take a look at Google’s homepage:

 

Now take a look at Yahoo’s:

 

My point exactly.

Native apps are singular in their focus and usually serve a singular purpose. A website typically has a broad focus – from blogs, to promotions, to business information and, of course, shopping.  We don’t want our content, services and distractions to overlap or even touch each other on our plates!

Who needs a web browser anyway – Love? There’s an app for that, be it Tinder, OkCupid, or Hinge (among many others).

Weight loss? There’s an app for that too: Lose It! and Diet Point have gained rapidly in popularity in the past year alone.

Better gum health? There’s even an app for that!  It’s called Toothbrush Fitness. The list goes on and on.

Anyone who relies on reaching out to users should be paying attention to the population’s preference for apps and develop a strategy around it.  Here’s to the “simple life”, where “less” appears to be “more” and it’s easier to satisfy and even overwhelm people’s needs and expectations by appearing to underwhelm them.

Drill, Baby, Drill: What will we look for when we’re mining on Mars?

It's unlikely that there's anything on the planet that is worth the cost of shipping it back

Photo Credit: National Geographic/Richard Donnelly
Surprising Science
  • In the second season of National Geographic Channel's MARS (premiering tonight, 11/12/18,) privatized miners on the red planet clash with a colony of international scientists
  • Privatized mining on both Mars and the Moon is likely to occur in the next century
  • The cost of returning mined materials from Space to the Earth will probably be too high to create a self-sustaining industry, but the resources may have other uses at their origin points

Want to go to Mars? It will cost you. In 2016, SpaceX founder Elon Musk estimated that manned missions to the planet may cost approximately $10 billion per person. As with any expensive endeavor, it is inevitable that sufficient returns on investment will be needed in order to sustain human presence on Mars. So, what's underneath all that red dust?

Mining Technology reported in 2017 that "there are areas [on Mars], especially large igneous provinces, volcanoes and impact craters that hold significant potential for nickel, copper, iron, titanium, platinum group elements and more."

Were a SpaceX-like company to establish a commercial mining presence on the planet, digging up these materials will be sure to provoke a fraught debate over environmental preservation in space, Martian land rights, and the slew of microbial unknowns which Martian soil may bring.

In National Geographic Channel's genre-bending narrative-docuseries, MARS, (the second season premieres tonight, November 12th, 9 pm ET / 8 pm CT) this dynamic is explored as astronauts from an international scientific coalition go head-to-head with industrial miners looking to exploit the planet's resources.

Given the rate of consumption of minerals on Earth, there is plenty of reason to believe that there will be demand for such an operation.

"Almost all of the easily mined gold, silver, copper, tin, zinc, antimony, and phosphorus we can mine on Earth may be gone within one hundred years" writes Stephen Petranek, author of How We'll Live on Mars, which Nat Geo's MARS is based on. That grim scenario will require either a massive rethinking of how we consume metals on earth, or supplementation from another source.

Elon Musk, founder of SpaceX, told Petranek that it's unlikely that even if all of Earth's metals were exhausted, it is unlikely that Martian materials could become an economically feasible supplement due to the high cost of fuel required to return the materials to Earth. "Anything transported with atoms would have to be incredibly valuable on a weight basis."

Actually, we've already done some of this kind of resource extraction. During NASA's Apollo missions to the Moon, astronauts used simple steel tools to collect about 842 pounds of moon rocks over six missions. Due to the high cost of those missions, the Moon rocks are now highly valuable on Earth.


Moon rock on display at US Space and Rocket Center, Huntsville, AL (Big Think/Matt Carlstrom)

In 1973, NASA valuated moon rocks at $50,800 per gram –– or over $300,000 today when adjusted for inflation. That figure doesn't reflect the value of the natural resources within the rock, but rather the cost of their extraction.

Assuming that Martian mining would be done with the purpose of bringing materials back to Earth, the cost of any materials mined from Mars would need to include both the cost of the extraction and the value of the materials themselves. Factoring in the price of fuel and the difficulties of returning a Martian lander to Earth, this figure may be entirely cost prohibitive.

What seems more likely, says Musk, is for the Martian resources to stay on the Red Planet to be used for construction and manufacturing within manned colonies, or to be used to support further mining missions of the mineral-rich asteroid belt between Mars and Jupiter.

At the very least, mining on Mars has already produced great entertainment value on Earth: tune into Season 2 of MARS on National Geographic Channel.

For thousands of years, humans slept in two shifts. Should we do it again?

Researchers believe that the practice of sleeping through the whole night didn’t really take hold until just a few hundred years ago.

The Bed by Henri de Toulouse-Lautrec.
Surprising Science

She was wide awake and it was nearly two in the morning. When asked if everything was alright, she said, “Yes.” Asked why she couldn’t get to sleep she said, “I don’t know.” Neuroscientist Russell Foster of Oxford might suggest she was exhibiting “a throwback to the bi-modal sleep pattern." Research suggests we used to sleep in two segments with a period of wakefulness in-between.

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Antimicrobial resistance is a growing threat to good health and well-being

Antimicrobial resistance is growing worldwide, rendering many "work horse" medicines ineffective. Without intervention, drug-resistant pathogens could lead to millions of deaths by 2050. Thankfully, companies like Pfizer are taking action.

Image courtesy of Pfizer.
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  • Antimicrobial-resistant pathogens are one of the largest threats to global health today.
  • As we get older, our immune systems age, increasing our risk of life threatening infections. Without reliable antibiotics, life expectancy could decline for the first time in modern history.
  • If antibiotics become ineffective, common infections could result in hospitalization or even death. Life-saving interventions like cancer treatments and organ transplantation would become more difficult, more often resulting in death. Routine procedures would become hard to perform.
  • Without intervention, resistant pathogens could result in 10 million annual deaths by 2050.
  • By taking a multi-faceted approach—inclusive of adherence to good stewardship, surveillance and responsible manufacturing practices, as well as an emphasis on prevention and treatment—companies like Pfizer are fighting to help curb the spread.
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