Trends Report

Brief: Measuring Hyperadoption

Adoption Readiness Is Five Times Higher Today Than A Decade Ago

February 17th, 2016
James McQuivey, PhD, VP, Research Director
James McQuivey, PhD VP, Research Director
With contributors:
Michelle Moorehead , Ryan Trafton , Kara Hartig

Summary

We live in an age of consumer hyperadoption, a period defined by the rapid and unprecedented uptake of new devices and experiences. To measure the rise of hyperadoption, Forrester examined its treasure trove of Consumer Technographics® data to show how even in the past decade, the rate at which consumers adopt new things has climbed dramatically. This is proof that hyperadoption is really happening and that CMOs must rethink how they deal with a customer base that is perpetually open to the next big things.

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