Tech-Optimism crosses a Wide Spectrum in America: New Study focus on Differences across Gender, Culture and Generations
Americans love consumer technology, but there are wide differences in comfort with technology, buying priorities, information sources and adoption rates along the lines of gender, ethnicity and age. This is the general conclusion from a new study, Five Technology Consumers to Watch, conducted by research firm Rockbridge Associates, Inc. for the Consumer Electronics Association and released at the Consumer Electronics Show in Las Vegas earlier this month.
The study, based on a national telephone survey of 1522 consumers in October 2003, provides a comprehensive look at the consumer technology market. It includes a special focus on five emerging technology markets: women, African Americans, Hispanics, teens and seniors.
The study shows that consumers hold many common views about technology, with most believing in its power to make our lives better. Consumer technology does more than entertain – it is used by most for teaching and learning, socializing, relieving stress, and stimulating our imagination. And, the great majority of Americans believe technology provides information that helps people improve their lives and overcome economic and social disadvantage.
The study also sheds light on unique attitudes and buying habits among different demographic groups:
- Women place a higher priority on technology that is more portable, compact and streamlined. They are more influenced by advice from others when they shop.
- African Americans use entertainment technology to relieve stress and spend time with friends and family. African American women are concerned that companies have trouble understanding their needs with technology.
- Hispanic consumers rely much more than others on packaging, in-store displays and advertising when shopping for consumer electronics. They more often see themselves as early adopters but distrust tech support.
- Teens love gadgets and find technology exciting, but they also use it to make a social statement.
- Seniors seek to minimize the risk in technology, and seek trusted brand names and a good warranty.
The study also divided the population into 5 distinct “personas,” each representing a market segment that accepts technology for different reasons. One of these, Tech-Optimists, are the most confident consumers who consider themselves innovators and are frequently sought out for advice. Tech-Optimists comprise 21% of the adult population but are found in every demographic group – their incidence is 17% among women, 22% among African Americans, 17% among Hispanics, 9% among Seniors and 38% among teens.
For more information or to purchase the full report, contact Gina Woodall, President at 703-757-5213 ext. 11 or gwoodall@rockresearch.com, or Charles Colby, Chief Methodologist and Founder, at 703.757.5213 ext. 12 or ccolby@rockresearch.com.