5 technology consumers to watch, frontiers 2008, colby & molina

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  • 1. Five Technology Consumers Presented by: Charles Colby & C. Mariel Molina Rockbridge Associates, Inc. 13th AAnnnnuuaall FFrroonnttiieerrss iinn SSeerrvviicceess CCoonnffeerreennccee Rockbridge Associates, Inc. www.rockresearch.com to Watch: Consumer Technology Purchase Behavior by Gender, Ethnicity and Age Presented to: October 30, 2004
  • 2. Rockbridge Associates, Inc. www.rockresearch.com Background Sponsored by the Consumer Electronics Association Conducted by Rockbridge Associates, Inc. Telephone Survey of 1522 Households in November 2003, including over-samples of: – African Americans – Hispanic Consumers (Spanish translation) – Teens Also analyzed samples of Women and Seniors (Random-digit-dialing)
  • 3. Thanks to CEA CEA has generously allowed us to share the findings from this study at Frontiers The complete report is available free to CEA members Non-Members can purchase the report through www.ebrain.com Rockbridge Associates, Inc. www.rockresearch.com
  • 4. Rockbridge Associates, Inc. www.rockresearch.com Overview Technology Segments Differences by Groups Highlights on: – Women – African Americans – Hispanics – Teens – Seniors Implications for Managers and Researchers
  • 5. CE Technology Personas All consumers can be categorized into one of 5 Technology Personas based on beliefs* Confident, innovative, biggest users of CE products Sophisticated, careful shoppers, big users of information See no benefit to CE Five Technology Personas Tech-Savvy 22% Tech- Resistors 20% Constrained by technology lack of $ and lack of confidence Rockbridge Associates, Inc. www.rockresearch.com Moderate users of CE, brand conscious *Principal Components Technique Potential Converts 16% Repressed 21% Tech- Optimists 21%
  • 6. Age is a Major Correlate of Tech Beliefs Rockbridge Associates, Inc. www.rockresearch.com 17 22 17 38 9 21 28 24 29 19 19 18 25 22 22 21 15 19 6 22 24 16 16 5 28 100% 80% 60% 40% 20% 0% Females African- Americans Hispanics Teens Seniors Tech Resistors Potential Conv Repressed Tech-Savvy Tech Optimists Most Common Segment Resistors Tech- Savvy Repressed Tech- Optimists Resistors
  • 7. Connectivity by Segment Another measure of techno-readiness is connectivity This study is consistent with anecdotal evidence and other research Home Internet Access by Demographic Group Rockbridge Associates, Inc. www.rockresearch.com 61% 59% 45% 40% 45% 84% All Adults (18+) Households with Women African Americans Latinos Seniors Teens
  • 8. Ownership by Segment Ownership varies most by age Other markets have latent potential, particularly as they grow in income and connectivity CE Ownership Index (100 = Average) Rockbridge Associates, Inc. www.rockresearch.com 100 91 91 85 72 146 All Adults (18+) Households with Women African Americans Latinos Seniors Teens
  • 9. The Women Market for Consumer Technology Rockbridge Associates, Inc. www.rockresearch.com
  • 10. Common Ground with Men Women and men both see consumer technology as a tool for learning and a positive social force Common Beliefs between Women and Men about Rockbridge Associates, Inc. www.rockresearch.com Technology - % Agreement with Statement - 69% 88% 90% 85% 65% 84% Electronic technologies designed for entertainment are also a good medium for learning new things New technology gives you access to information that improves your life Technology has the potential to help people overcome economic and social disadvantages Women Men
  • 11. Differences from Men Women are more prone to seek advice They are less interested in taking technology apart Important Differences between Women and Men in Beliefs About Technology Women Men Rockbridge Associates, Inc. www.rockresearch.com - % Agreement with Statements - 49% 46% 30% 56% 68% 68% 43% 65% You often ask lots of people you know for advice when purchasing electronics products You can usually figure out new high-tech products without help from others You enjoy the challenge of figuring out high-tech gadgets Other people come to you for advice on electronics products
  • 12. CE Purchase Patterns for Women When they buy CE, women stress: – Reliability (so do men) – Price (more so than men) – Ease of Use (more than men) Women care more about warranties, space, portability and styling Women want to avoid wires in entertainment products They care more about sound quality in communications products When they buy CE, they depend more on friends and family for information than men Rockbridge Associates, Inc. www.rockresearch.com
  • 13. The African-American Market Rockbridge Associates, Inc. www.rockresearch.com for Consumer Technology
  • 14. Common Ground with the General Population Like other Americans, African Americans do a lot of price shopping for CE Common Beliefs between African-Americans and the General Population about Technology 88% 84% Rockbridge Associates, Inc. www.rockresearch.com - % Agreement with Statement - 75% 89% 75% 85% Electronic technologies designed for entertainment are also a good medium for learning new things New technology gives you access to information that improves your life You do a lot of price shopping when buying electronics products African Americans All Adults
  • 15. Differences from the General Population African Americans see more potential for electronic entertainment to bring together families and reduce stress Important Differences between African-Americans and African Americans All Adults Rockbridge Associates, Inc. www.rockresearch.com the General Population - % Agreement with Statements - 80% 76% 46% 69% 64% 65% 36% 85% Entertainment products, such as TV, create opportunities for families and friends to spend time together New security technologies make you feel a lot safer Electronic entertainment products, like TV and games, help you relieve stress Other people come to you for advice on electronics products
  • 16. CE Purchase Patterns for African Americans When African Americans buy CE, their top priority is a good warranty (much more important than to other groups) – They also emphasize price, reliability, ease of repair and a trusted brand name African Americans care more than others about CE not taking up a lot of space and being portable African Americans are more interested in interactivity in entertainment products When they shop for CE, they rely much more than others on in-store sources such as package info, displays and salespersons Rockbridge Associates, Inc. www.rockresearch.com
  • 17. The Latino Market for Consumer Technology Rockbridge Associates, Inc. www.rockresearch.com
  • 18. Common Ground with the General Population Common Beliefs between Latinos and the General Population about Technology 78% 76% 73% 75% Rockbridge Associates, Inc. www.rockresearch.com - % Agreement with Statement - 69% 89% 71% 87% Electronic technologies designed for entertainment are also a good medium for learning new things Technology gives you more freedom of mobility You do a lot of price shopping when buying electronics products Technology gives people more control over their daily lives Latinos All Adults Like other Americans, Latinos see the power of CE to educate and provide freedom
  • 19. Differences from the General Population Latinos believe “new” CE is more convenient They perceive themselves as early adopters of CE Important Differences between Latinos and the General Population in Beliefs About Technology Latinos All Adults 76% 84% 69% 71% Rockbridge Associates, Inc. www.rockresearch.com - % Agreement with Statements - 49% 55% 48% 31% 45% 40% Products that use the newest technologies are much more convenient to use In general, you are among the first in your circle of friends to acquire new When it comes to electronics, you prefer to buy components individually rather The companies that design electronics products have trouble New technology gives you access to information that improves your life
  • 20. CE Purchase Patterns for Rockbridge Associates, Inc. www.rockresearch.com Latinos Latinos stress product warranties along with reliability and durability They have as much faith in CE as other groups, but see a limit to its benefits They are less confident in their ability to use CE CE beliefs, experiences, and ownership vary by degree of English/Spanish acculturation, gender and education
  • 21. The Teen Market for Consumer Technology 13 to 17 Year Old Consumers Rockbridge Associates, Inc. www.rockresearch.com
  • 22. Common Ground with other Age Teens are similar to other age groups in their belief that CE is good for learning They find it equally stimulating 87% Rockbridge Associates, Inc. www.rockresearch.com Groups Common Beliefs between Teen and the General Population about Technology - % Agreement with Statement - 69% 89% 84% 68% 84% Electronic technologies designed for entertainment are also a good medium for learning new things New technology gives you access to information that improves your life You find new technology to be mentally stimulating Teens All Adults
  • 23. Differences from other Age Groups Teens are more confident with technology To them, CE is a “necessity” Important Differences between Teens and the General Population in Beliefs About Technology Teens All Adults Rockbridge Associates, Inc. www.rockresearch.com - % Agreement with Statements - 57% 55% 52% 49% 36% 69% 33% 75% You enjoy the challenge of figuring out high-tech gadgets Other people come to you for advice on electronics products You are able to get along fine without many electronic products other people find essential If you see a new electronics product you really like, you may go ahead and buy it right away
  • 24. CE Purchase Patterns for Rockbridge Associates, Inc. www.rockresearch.com Teens Teens use CE to make a “personal statement” Teens have more confidence in their ability to use CE and in CE itself Teens focus on price and reliability when purchasing CE Teens have the highest purchase incidence and ownership of CE, particularly: – Audio products – Connectivity (Internet access) About half believe they have at least “equal” influence in CE decisions within their household
  • 25. The Senior Market For Consumer Technology Consumers Age 55+ Rockbridge Associates, Inc. www.rockresearch.com
  • 26. Differences from other Age Groups Seniors are less interested in CE Advertising does not speak to them Important Differences between Teens and the General Population in Beliefs About Technology 57% 59% 69% 60% Seniors All Adults Rockbridge Associates, Inc. www.rockresearch.com - % Agreement with Statements - 41% 78% 39% 52% You enjoy the challenge of figuring out high-tech gadgets You can usually figure out new high-tech products without help from others You are able to get along fine without many electronic products other people find essential Advertisements for electronics products fail to communicate to you in a language you understand
  • 27. CE Purchase Patterns for Rockbridge Associates, Inc. www.rockresearch.com Seniors Top purchase priorities are reliability, ease of use, and warranty Products should not take up space or have lots of wires and connections Major information source for CE is recommendations from friends/family Ownership and interest in consumer technology drops off steadily with age after 55 The Issue: They lack interest in CE, but CE has the ability to improve their lives (e.g., sensory enhancements)
  • 28. Implications for Research and Marketing Rockbridge Associates, Inc. www.rockresearch.com
  • 29. Important Segments African Americans – Education Latinos – Acculturation (Spanish Only, English Only, Bilingual) Teens – 13-14, 15-17 Seniors – 55-64, 65-74, 75+ Rockbridge Associates, Inc. www.rockresearch.com
  • 30. Marketing Implications Rockbridge Associates, Inc. www.rockresearch.com Segment Communications themes Channel/ Product Issues Women Electronic Hearth Relationship Channels African Americans Stress Reducer Warranties, in-store info Latinos Family Connections Warranties, bilingual packaging Teens Status, Necessity The Internet Seniors Unrecognized Needs Reliability, simplicity