Netbooks are one of the hottest consumer product categories in the consumer technology industry at this moment - at least from an industry perspective. And yesterday, after Apple's iPad announcement, consumer electronics analysts immediately started commenting and sharing their views via blogs, and twitter.
But what I've been missing is the consumer view. Let's take a look at how interested consumers are in small computers like netbooks in general, and how this has changed in the past year.
Note: I realize that the industry may not see the iPad as a netbook but both the netbook and the iPad serve the same consumer need: an easy to carry, multifunctional mobile Internet device. So consumers are likely to compare and contrast them in the product purchase consideration cycle.
What we see is that consumers are mostly interested in netbooks as a second or third PC that they could use while on the go, or that they consider giving one to their children. Netbooks serve a distinct purpose, for more insight please see the report 'Netbooks Are The Third PC Form Factor' by my colleague J.P. Gownder.
Earlier we shared with you our excitement around our newest addition to the countries we now cover with Forrester Technographics: Latin America. For the ones less familiar with our Technographics offering, please see the text below the graphic.
Recently the data for LATAM came out of the field. Questions we cover include: How large is the PC market in Mexico and Brazil? What brand of PC have consumers purchased most recently? How are PC owners using their PCs?
Please find below some data on PC ownership in Brazil:
The PC markets in Mexico and Brazil are fairly well established, with at least half of consumers owning at least one PC in the home. Interestingly, almost half of the consumers in the low socioeconomic level in Brazil (C1C2) own at least one PC, in contrast to only one-quarter in Mexico (D+).
During what I call the “black and white” days of the internet in 1995, when email was a green screen “app”, I presented a direct mail CEO with a business plan for direct marketing online. When he voiced his disbelief in the power of digital marketing, I walked him back to his office, installed the Mosaic browser, and stood behind him while he used the mouse to navigate a few sites I suggested. In about 10 minutes, he went into a trance of amazement at the data, the content and the interactivity. He went on to refocus the company on interactive media.
Due to the growth in Internet and broadband adoption in recent years and the increasing availability of easily accessible online content, we are seeing a change in the type of activities that European Internet users perform online.
Our Technographics data shows that although activities like sending email, using instant messaging, shopping, and researching products remain at the top of the popularity list, but peer-to-peer activities, such as watching videos from other online users and visiting social networking sites, are catching up fast.
iPhones, DVRs, and navigation guides are thought of as devices for the early adopter. Or at least they used to be. Forrester released the results of its latest annual Consumer Benchmark Data Overview Report, which concludes that the use of digital devices has become a mainstream part of every day life. This finding, which is critical to how companies plan their product and marketing plans for the coming year, holds significant power in terms of where marketers spend their money during the rest of 2009 and into 2010.