Device Ownership Of Australian Consumers

March 8th, 2007

With contributors:

Michelle de Lussanet , Lauriane Camus , Olesia Klevchuk

Summary

Consumer electronics (CE) firms are on the frontlines of technology adoption — so they, more than other companies, have to find a balance between product, channel, and consumer. Forrester's recent Asia Pacific Consumer Technology Adoption Study survey revealed that Australians are on par with Americans when it comes to technology device ownership. To help consumer electronics firms target the right consumers at the right time, we used Forrester's Technographics segmentation to understand the technology attitude and motivation behind those that buy — and don't buy — their products.

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