“ Demographically, the pessimists look just like the optimists – middle aged, well-educated, family householders. High income pessimists like to drive Jeeps, Volvos and Toyotas, just like high income optimists. What’s more, high-income consumers share tastes in media. Both like newsmagazine shows and major sporting and entertainment events.”
MOTIVATIONS FOR ONLINE SHOPPING This research has been supported by grants from the CISE/IIS/CSS Division of the U.S. National Science Foundation and the NSF Industry/University Cooperative Research Center (CISE/EEC) to the Center for Research on Information Technology and Organizations (CRITO) at the University of California, Irvine. Industry sponsors include: ATL Products, the Boeing Company, Bristol-Myers Squibb, Canon Information Systems, IBM, Nortel Networks, Rockwell International, Microsoft, Seagate Technology, Sun Microsystems, and Systems Management Specialists (SMS).
Income (use 40K as a cutoff between hi and low) (surprisingly 40% of affluent are technology pessimists)
Motivation to use technology(career, family or entertainment)
CONSUMER TECHNOGRAPHIC SEGMENTS, US (FORRESTER RESEARCH) Technology Optimists Technology Pessimists Primary Motivation High Income Low Income High Income Low Income Career Family Entertainment Fast Forwards 12% New Age Nurturers 8% Mouse Potatoes 9% Techno-Strivers 7% Digital Hopefuls 7% Gadget Grabbers 9% Handshakers 7% Traditionalists 8% Media Junkies 5% Sidelined Citizens (28%)
Mouse Potatoes: Use tech for fun, visit sports sites, adult entertainment, look up movie info, play online games, more likely male, less likely to have children, median age 40 and high income; buy on impulse and convenience, not price-oriented
“ These consumers are pessimistic about technology. Even if they could afford a home PC, most probably wouldn’t buy one. And if they had a PC, it is unlikely that these consumers would use it for online shopping…fewer than 50 percent of Sidelined Citizens use the automated teller machines at their bank for making deposits and withdrawals. That technology is free, and it has been around for more than 20 years.”
We went from the age of interruption to the dialogue . Brands that help by companies must be more creative, create content that consumers continue to follow . "They must commit to dialogue with them without imposing their point of view.
Social Media Brands are wondering how to integrate these new media conversations from the collective intelligence. Indeed, they realized that the word of individuals worth more today than the Net’s commercial speeches.
Advertisers to take into account the transfer of power and technology to the consumer. Ikea syndrome in IN: to pay less, we must assemble our own cabinet, which has inspired all low-cost-based companies. On the Internet, it's worse. Everything is free for consumers, they must accept counterparts ... So ads become part of the economic model. Brands receive optimum rating from consumer reviews, when a brand offers them to download content on the Internet or to their mobile phone. This is where the future lies: the exchange system
Conso-addicts In their greater majority, They are largely consumerist: strong attraction to novelty, "culture" and impressive brands; but beware, this makes them active consumers, informed, lucid, demanding and uncompromising .
1 5- 1 8 Values & attitudes: Robotic portrait of national values: My vision of the country where I live