May 30, 2007

Global Technographics® Segmentation Predicts Which Consumers Will Use Technology

The Technographics Segmentation Works In Markets Around The World

This is the first document in the "Global Technographics Segmentation" series.

by Jackie Anderson

with Ted Schadler, Roxana Strohmenger, Bradford J. Holmes, Elise Godfrey

Executive Summary (This is a document excerpt)

Marketing professionals need a simple and accurate way to answer the question: Which consumers are early adopters of digital devices and channels, and which will wait on the sidelines? In 1997, we created the Technographics® segmentation to answer that question. But things have changed. Understanding technology's impact on consumers has only grown more important in the past 10 years. In response, Forrester has updated our Technographics segmentation to reflect our growing base of consumer insight around the world. In this first report in a new series, we share the results of a global analysis of technology attitude, income, and primary motivation on consumer technology.

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