Forrester’s Consumer Technographics® is growing! And we have just filled in a big space in our global map with Russian Technographics. There is probably no need to explain why Russia is an important market. It has a population of 140 million, with almost three-quarters living in urban areas. Russian consumers have the highest disposable income out of all BRIC markets, and cities like Moscow and St Petersburg are full of well-educated, Western-oriented consumers whose income is around three times the national average. Apart from demographics, there are other factors that make Russian consumers appealing, interesting, and unique:
Their love for technology. According to Forrester Technographics segmentation, 60% of Russians are technology optimists. To put this in perspective, this is considerably higher than any other European markets we survey. Already, 65% have a home PC, and Internet penetration has reached 56%. Broadband adoption is lagging behind at 37%;these numbers are below the European average. However, where Russians are missing on the PC ownership and Internet connection, they compensate with mobile phones: Almost every urban Russian today owns a mobile phone, and almost one in five use the mobile Internet.
It’s been almost a year since I wrote Latin American Social Technographics® Revealed, which demonstrated this group of consumers’ voracious love of social media. In that report I highlighted how this high level of social engagement is not exclusive to just entertaining themselves or connecting with family and friends. In fact, it also extends to interacting with companies, with activities such as reading their blogs, following them on Twitter, or even watching a video they produced.
Given the ease with which companies can connect with online Latin Americans via social media, I’ve now published a new report entitled Take Advantage: Latin American Consumers Are Willing Co-Creators that examines whether companies can extend this interactive and social connection with consumers into the realm of co-creation in the social online world. My colleague Doug Williams, who focuses on co-creation processes for the consumer product strategy professional, defines “social co-creation” as the process of using social technologies as a vehicle to execute co-creation engagements.
To examine the viability of social co-creation in Latin America, we assessed the factors that we feel are crucial for a successful social co-creation engagement to occur. They are:
A high level of engagement with social media — especially at the Conversationalist and Critic levels.
A high degree of interaction with companies using social media tools.
An inherent willingness to co-create with companies.