For Consumer Market Research Professionals (Length: 9 pages)

August 22, 2008

The European North-South Divide Revisited

The European North-South Technology Gap Faces New Challenges

by Valerie Batut

with Reineke Reitsma, Serena Goldberg

Executive Summary (This is a document excerpt)

A couple of years ago, Forrester showed how Europe was divided on technology adoption between the fast-paced Northern European countries and some slower-developing Southern European countries. Our analysis of Technographics® consumer data shows that the North-South divide still persists, but the different levels of maturity of the regions have also brought up some new challenges. This means that even with the higher uptake of the Internet in Southern Europe, companies still have to adapt their strategy and marketing depending on the country they are involved in.

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