|
The terms “early adopter” and “laggard” are well worn but seldom defined
beyond generic contrasts of age and income (early adopters are young and
wealthy; laggards old and poor). Who are the early adopters and laggards,
how large are these groups, and what lies in between? More importantly, how
do these adoption tiers impact the market for technology driven products and
services?
Parks Associates provides answers to these questions by drawing on multiple
consumer surveys encompassing over 9,000 respondents and creating
well-defined segments that logically capture not only the two extremes but
also the subtle blocks in between. Doing so provides insight into market
dynamics (who is buying what) and market evolution (who will be buying).
“Analyzing market layers provides an almost geological snapshot of how
technology adoption and usage is evolving,” said
John Barrett,
director of research at Parks Associates. “Within each layer there are
differences in terms of who is using technology, how it is being used, and
what immediate opportunities are present. The distinctive approach taken in
Multimedia Trends by Demographic provides insight not possible through
typical methodologies.”
Download PDF of Table
of Contents | More Information on the
Multimedia Trends:
Segmenting the U.S. Consumer Population |
