recently completed DTV, DVR and HDTV forecast demonstrates some important
dynamics of technology adoption. The first is that the pace of technology
development continues to accelerate. When analog television was first
launched, it took nearly 20 years for color TVs to penetrate more than 50% of
American homes. Forrester’s data shows that HDTVs will reach 50% of US
households in 2010, roughly 13 years after the first HD sales.
After two weeks of holiday, I found the following interesting article in my inbox from Edward Keehnen, a Dutch researcher who did a PhD. on the decision behavior of young and older Dutch consumers.
His results show that both young and older consumers regard themselves as quite experienced buyers (61% and 67% respectively). For older consumers the level of experience has increased in the past ten years, and they also feel they are more experienced than their kids. But despite this level of confidence, when they are buying goods or services they tend to feel lost in the richness of choices: About 40% of Dutch consumers over 50 feel lost when shopping for insurances, and this goes up to a high 51% for consumers between 20 and 26 years old.
I started at Forrester almost four years ago to launch our Hispanic Technograpics research. What I learned very quickly from our clients is that they had very limited insight into online Hispanic’s attitudes, behaviors, and language preference when online. Since then, I’ve published several reports that define Spanish-preferring Hispanics and explore topics such as the content they read online and how to measure the ROI of Spanish-language sites. We have three years of historical data showing that the Hispanic Spanish-preferring market is about half of online Hispanics and that these consumers are very active online. What we haven’t had, until now, is a forecast of the size of Hispanic online market moving forward. Earlier this year, we launched ForecastView, a syndicated product that will include 40 forecasts across different industries.