Roy Morgan Research has developed a new Technology Adoption Segmentation of Australians based on their uptake of new technologies. Understanding these Segments allows businesses to target specific groups of technology users for product launches, digital marketing campaigns and technology-led offerings.
Based on a well-established and accepted Technology Innovation Adoption theory, the Technology Adoption Segments comprise:
• Technology Early Adopters
• Professional Technology Mainstream
• Digitalised Students
• Tech Engaged Retirees
• Technology Traditionalists
• Technophobes (the “laggards”)
Technology Adoption Segments
The Technology Adoption Segmentation provides a new lens through which Roy Morgan’s Single Source data can be viewed to provide a framework to understand any technology, brand, customer base or new business strategy.
Andrew Braun, Industry Communications Director, Roy Morgan Research, says:
“Many businesses know they need an online presence, an e-commerce strategy or digital arm – but the plethora of technological options means this is a minefield.
“The new Roy Morgan Technology Adoption Segments provide a decision-making tool that will help businesses understand consumers’ preference to technology, internet brands and services, mobile and other consumer technologies. We believe that this framework can be used to inform strategies, assist prioritise technology features and platforms and ensure marketing campaigns are cost effective. Ultimately using this framework should deliver a better ROI for technology investment by businesses.”