November 26, 2007
Don't Neglect Technology's Late Adopters
European Sidelined Citizens Are A Valuable Target Group
with Valerie Batut
Executive Summary (This is a document excerpt)
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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Forrester drew data from its European Technographics Benchmark Survey, Q2 2007, which surveyed 22,102 European consumers in France, Germany, Italy, the Netherlands, Sweden, Spain, and the UK. Related Research Documents
May 30, 2007
June 17, 2005 |
Sidelined Citizens Are Low-Income Technophobes . . .
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