June 17, 2005

Segmenting Consumers By Technology Preference

by Reineke Reitsma

with Benjamin Ensor, Christof Herzog, Ph.D.

Executive Summary (This is a document excerpt)

Every consumer company nowadays uses technology to sell its products — from simple SMS marketing messages to complex product offerings on the Net. Traditional consumer segmentation based on gender, age, or income doesn't give insight into the readiness of consumers for using technology this way. Forrester's Consumer Technographics segmentation shows that technology attitude is a better predictor of technology adoption than demographics alone. To make sure companies target consumers with the right technology at the right moment, they need to combine consumer profiles and technology attitudes.

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