For Consumer Technology Professionals

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	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

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Executive Summary

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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