For Market Insights Professionals

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	May 30, 2007 Global Technographics® Segmentation Predicts Which Consumers Will Use Technology The Technographics Segmentation Works In Markets Around The World by Jacqueline Anderson with Ted Schadler, Roxana Strohmenger, Bradford J. Holmes, Elise Godfrey	Average: 8  (11 ratings)

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Executive Summary

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.

TABLE OF CONTENTS

• Needed: Segmentation That Predicts Who Will Adopt Digital Devices, Channels
• The Technographics Segmentation: Updated
• Why Technographics Works Globally
• Trend Studies Illustrate Technographics' Predictive Power
• How Three Companies Are Using The Technographics Segmentation

RECOMMENDATIONS

• How To Get Started With Technographics
• Supplemental Material
• Related Research Documents

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