For Marketing Leadership Professionals

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

European Sidelined Citizens Are A Valuable Target Group

    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.
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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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