What’s your relationship with technology? Are you the first to embrace anything new that comes around and swear by its worth? Or, are you (like me) slow to acquire the latest technology but then somehow wind up falling in love?
According to our latest study, on either end of the continuum, there are:
- The Addicts– About one-quarter of Americans (slightly more for the ipod and slightly less for the tablet) who insist they can’t live without any of the following 21st century inventions. This group has an awful lot of the younger generations under age 40 (natch!).
- Ipod (39%)
- DVR (29%)
- Smart phone (29%)
- Video game console (23%)
- Tablet (9%)
- The Critics– Also about one-quarter of our population (somewhat less for the smart phone and the DVR) who refuse to buy, god forbid use, any of the following 21st century inventions. This group has more than its share of seniors ages 65+.
- Video game console (25%)
- Tablet (22%)
- Ipod (21%)
- Smart phone (16%)
- DVR (15%)
And then there’s the folks in the middle… Everything from “I have it but I don’t love it” to “I don’t want it but I’ll probably have to get it”.
Within this range, the most interesting group of all to me is those who admit to piqued curiosity (let’s call them the Dreamers). This group seems like a goldmine for marketers. And, I must admit this is where I fall. Figure out what will push us over the edge to buy and you’ve won a whole new share of the audience. The Dreamers represent about one-third of the population, more so for the tablet and less so for the video game console:
- Tablet (52%)
- Ipod (33%)
- Smart phone (30%)
- DVR (29%)
- Video game console (16%)
The Dreamers are disproportionately comprised of adults ages 50-64… I wonder why… too old to be impulsive, too young to be set in our ways, I guess.
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