Why Read This
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.
Tags: B2C eCommerce, Brand & Product Web Sites, Consumer Electronics & Technology, Consumer Mobile Activities, Consumer Mobility, Digital Home, eCommerce, eCommerce Adoption, Home Networking, Management & Organization, Online Retail, Program & Project Management, Program Management, Retail