Technology Consumers and Behaviours – Who Are You?
Social analyst Mark McCrindle did a study to further understand the way families communicate, and four clear consumer trends that have emerged along with four behavioral patterns.
One lesson from the research is that the theory you have to be young to be switched on is false. ‘Your use of technology is strongly linked to behavioural patterns or attitudes to life, rather than age,’ Mr McCrindle said.
So when it comes to being a consumer, then who are you?
1. Downagers – who is Generation Y in attitude but not in age. You often hear that young people are the early adopters of technology, but it is actually the baby boomers who spend more on technology than any other generation. They’re using the technology, they’re connecting, they’re social networking and they’re texting their kids.
2. Explorers – they are positive towards technology, they’re looking to use technology, but they’re new to technology.
3. Power Workers – They’re using technology not just in a social context and they’re not new to technology. They are empowered by technology. Yhey’re using it in a very useful and productive and profitable way.
4. Traditionalists – They just are not interested or motivated by the technology.
Along with the consumer groups, there are the four behavioral labels.
1. The Agree-ers – are those who see the benefit of technology and they’re across it to talk about it and nod their head but they don’t adopt and get into it. They might sign up for a Facebook site but they’ve never done anything with it or they register for a Twitter account but haven’t sent a tweet yet.
2. The Embracers – are those who follow the trends.
3. The Seekers – are those on the cutting edge.
4. The Hecklers – are those who don’t see the benefits, with excuses like it doesn’t suit their needs.
When it comes to the new must-have gadgets such as iPad or Amazon’s wireless ebook reader the Kindle, the Agree-ers will talk about one, the Embracers will buy one, the Seekers will be excited about the next generation, and then there are the Hecklers who have a different approach again. ‘They say it’s portable, it’s lightweight, you can read books on it – what about a book?’
Source: The Courier Mail McCrindle Research
