Forrester has been analyzing device adoption since the launch of its Consumer Technographics® studies in 1997. Over the years, it has become evident that although demographics and attitudes influence technology adoption, these elements alone do not predict consumer behavior – subtle factors like context and psychological needs must be taken into account to piece together the technology adoption prediction puzzle. This is because of two essential contradictions that exist between:
What consumers say they will do and what they actually do: The concept of introspection illusion reveals the discrepancy between stated intent and subsequent behavior. Consumers are bad predictors of their own technology adoption patterns and are often conservative when estimating their own device usage.
What consumers say they want and what they really want: As Steve Jobs famously put it, “People don’t know what they want until you show it to them.” And even then, consumers might not recognize the benefits of the product – needs are transient, circumstantial, and often conflicting.
But with these questions comes a recognition that the once-imagined future is less distant than we may think. A digitally enabled household no longer means simply maintaining a personal Internet connection or even syncing portable devices to a home network. Now, the digital home is becoming a conscious home — one that adapts and responds according to our behavior.
Cutting-edge devices like the smart thermostat might be low on the adoption curve today, but consumer appetite is evident. Forrester’s Consumer Technographics® data shows that more than a third of US online adults are interested in using technology to remotely control their home’s lighting, energy, and security:
Since the launch of the iPad in 2010, more than 200 million tablets have been sold worldwide. Compare this with the laptop, which went from 2 million unit sales in 1990 to just 29 million 10 years later. Tablets have already started to cannibalize laptop and eReader device sales, as they offer distinct advantages over the laptop — they’re lightweight, have a long battery life, and provide convenience via a touchscreen and their “always on” mode.
· A growing online population: By 2017, the majority of the worldwide online population will reside in Asia Pacific; this region will contain 34% of tablet owners. Europe and North America will follow.
· The fall of tablet prices: For example, the Turkish government plans to distribute domestically produced tablets to 15 million students for free.
In the current time of digital disruption, market insights professionals need to know the market their organization plays in well enough to identify the “adjacent possible” but also to understand how receptive their customers are to new offerings. With that in mind, I’ve taken a fresh look at Forrester’s Technographics® segmentation. This segmentation is built on three main components: motivation, income, and technology optimism/pessimism using a proprietary algorithm and is created in 1997 when we first began collecting our Technographics® data to help companies understand and predict changes in the consumer technology landscape. In 1999, Forrester published a book, called 'Now or Never', that covered how companies should use the model.
Recently I was wondering: does the segmentation still hold for current technologies like tablets and can it still help companies understand and predict technology behaviors? For this, I analyzed tablet uptake as well as buying intention of tablet from one of our European surveys by segment: