March 1, 2013

This week in digital: Google beats Grandparents, an app to test your urine and Adwords could be more powerful than you think

Written By Martin Sandhu

Urine tests…there’s an app for that

We’re big fans of ehealth technology here at Roller, so a new urine testing app which was showcased at a US science fair this week caught our interest. And it is really very clever…

The smartphone app can be used to identify 25 different conditions, including liver problems, cancers, urinary tract infections and diabetes. Users who purchase the £13 app, available from the end of this month, will be sent five dipsticks. Then they simply dip one of the sticks in a sample of urine, take a picture of the colour it turns and the app will identify any problems, by examining the presence of glucose, proteins, nitrates and other substances.

As well as being available to the general public, the app is also being test by a hospital in India, in the hope it could be used on a larger scale. Currently mobile urine testing machines cost around $10,000.

Ask Google not Gran
Children are increasingly using the internet to find answers to simple questions. Instead of going to their parents or grandparents, more and more kids are turning to Google to fill their inquisitive minds.

A survey found that almost two thirds of grandparents feel their traditional role is becoming less and less important in modern family life. The results showed that fewer than one in four grandparents say they have been asked for advice on basic chores like as washing clothes, learning to cook a recipe or sewing on a button.

Susan Fermor, of cleaning brand Dr Beckmann, who commissioned the research, said  “Grandparents believe they are being sidelined by Google, YouTube, Wikipedia and the huge resource of advice available on the internet.

.UK address idea shelved
An idea to offer .uk web address has been shelved over fears it could be confusing for users. The plan was to offer the addresses alongside ones. Those companies who opted for the shorter URL would have paid more, but would have had the benefit of additional security features.

A three month consultation found that there was not enough support for shorter address, although they admitted they would be beneficial for businesses. The not-for-profit organisation Nominate, who has overseen the consultation, will now look in to the ideas around website security and a ‘trust-mark’ which were all part of the initial plans.

Consumers are unaware that Google Adwords are ads
40% of Google users don’t know which results are organic and which are paid for.

Whilst carrying our research for an insurance company, Bunnyfoot noticed that 81% of users clicked on Adword listings rather than organic results. Further investigation by the company found that 40% of people don’t actually realise that Adwords are advertisements, believing them instead to be the most relevant results…yikes!