DeviceGuru

A recent survey conducted by ABI Research found that there are basically four kinds of tech-savvy adult consumers: (1) Tech-Savvy, TV-Averse; (2) Online, On a Budget; (3) Wireless Women on the Web; and (4) On-the-go Gadgeteers. Which kind are you?

In the survey, ABI probed consumers’ behavior on — and attitude toward — the Internet, mobile phones, and TV, as well as their use and perceptions of various consumer brands. The market analyst firm’s key objective was break the tech-savvy adult consumer market into several segments and characterize each segment’s inclination toward purchasing various types of devices and services.

As a result of its survey ABI identified four segments of tech-savvy adult consumers, summarized as follows:

• Tech-Savvy, TV-Averse — 17 percent, average income $53,845 — Members of this group, the majority of whom consider themselves to be on the leading edge or early adopters in terms of their attitudes toward technology, are significantly less likely than those in the other groups to view TV as an important information or entertainment source. Within this group, a significantly lower percent has pay-TV service compared to others in the study.

• Online, On a Budget — 27 percent, average income $56,334 — This group, the majority of whose members are married or living with someone, is characterized by its enthusiastic embrace of the Internet and TV. Nearly all members agree that the Internet makes their lives easier, that they feel more connected to others because of it, and view it as an important information and entertainment source. The majority agree that TV is also an important information and entertainment source. Nearly two-thirds of this group describe themselves as thrifty or budget-conscious, so this group’s affinity for the Internet and TV may reflect a need to make use of entertainment that is more wallet-friendly than alternatives.

• Wireless Women on the Web — 27 percent, average income $54,326 — This predominantly female group shares the previous group’s acceptance of the Internet as an important information and entertainment source that makes life easier. However, interest in and use of mobile phones is one of the characteristics that differentiate this group from the Online, On a Budget group. Nearly all members of this group agree that mobile phones make their lives easier, and nearly 90 percent agree that they use their mobile phones for much more than voice calls. In addition, virtually all members of this group report that they always or nearly always have their mobile phones with them.

• On-the-go Gadgeteers — 29 percent, average income $64,888 — As its name implies, significantly higher percentages of the members of this group own a variety of portable high-tech consumer electronic products (portable media players, portable video games, portable GPS devices, contactless payment cards, etc.) compared to members of other groups. Nearly two-thirds agree that they like the status associated with owning high-end consumer electronic products and consider themselves to be on the leading edge or early adopters of new technology. This group has the highest average personal income of those in the study, even though nearly three-quarters of its members are under the age of 30. The overall characteristics of this group make it an excellent target for new technology product and service purchases.

ABI says the survey is based on data collected online from 1,001 adult, tech-savvy, U.S. consumers, in early October. To be included in the survey, participants had to:

• Reside in the U.S.
• Be between the ages of 18 and 59
• Have a home broadband Internet connection
• Own and use a mobile phone and at least one other consumer technology product (e.g., laptop computer, wireless home network, PMP, portable GPS/navigation device, etc.)
• Identify themselves as “leading edge,” “early adopter,” or “early majority”

The complete 17-page whitepaper containing ABI’s detailed findings and analysis is available for free download following free registration.

ABI says it plans to conduct future research to test hypotheses about the segments’ likely adoption and acceptance of a variety of new technology product and service offerings.