November 4, 2005

The Consumer Device Adoption Cycle

How To Optimize Marketing To Increase Sales In Each Adoption Phase

by Ted Schadler

with Chris Charron, Remy Fiorentino, Tenley McHarg

Executive Summary (This is a document excerpt)

New consumer devices follow an adoption cycle with three market phases: emerging, expanding, and maturing. In each phase, different consumer segments enter the market in large numbers. Emerging markets are dominated by high-income technology optimists. Expanding markets bring in two different groups — high-income tech pessimists and low-income tech optimists — each with its own way of shopping and purchase drivers. To reach consumers, marketers must tailor marketing messages and media mix to the appropriate segment and device adoption phase.

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