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For Marketing Leadership Professionals

Don't Neglect Technology's Late Adopters – A Digital Home Report

European Sidelined Citizens Are A Valuable Target Group

November 26, 2007

By Reineke Reitsma with Valerie Batut

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Why Read This Report

Sidelined Citizens is Forrester's term for late adopters; they are also often referred to as laggards. They are low-income technology pessimists who adopt technology after everybody else. But marketers should not neglect Sidelined Citizens, as this group represents 66 million Europeans, accounts for 10% of the total amount spent online, and is already quite advanced in technology-related behavior like using mobile phones, Social Computing, and online shopping.
Tags: B2C eCommerce, Brand & Product Web Sites, Consumer Electronics & Technology, Consumer Mobile Activities, Digital Home, eCommerce, eCommerce Adoption, Home Networking, IT Management, Mobile Channel for Consumers, Online Shopping, Program & Project Management, Program Management, Retail
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TABLE OF CONTENTS

  • Sidelined Citizens Are Low-Income Technophobes . . .
  • . . . But Marketers Shouldn't Ignore Them

  • RECOMMENDATIONS

    Companies Must Not Forget Sidelined Citizens Online
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