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Simmons® Technology Adoption Segmentation System

Technology has brought about immense changes in the lives of American consumers. Eight-in-ten U.S. adults access the Internet today and seven-in-ten use email; nine-in-ten Americans have at least one mobile device and four-in ten send text messages. While many Americans wholeheartedly embrace new technology and adopt it quickly, others take a bit longer to adjust before integrating new devices and technology into their lives. The Simmons Technology Adoption segmentation system delivers the mindset of American consumers providing vivid detail of their use and adoption of technology. This new segmentation system is available in the Simmons National Consumer Study and includes the following four distinct segments:

  • Wizards: “Technology is life.” Technology plays an important and broad role in Wizards’ life. These individuals cannot live without the Internet or imagine life without new electronic gadgets. Wizards are enthusiastic and adventurous users of new technology. Technology and new gadgetry helps them keep track of their social calendars and makes leisure time more interesting. This group still wants more from technology and their desire helps to move the industry forward. Wizards’ hunger for new technology fuels a future for potential new features, benefits and devices.
  • Journeymen: “Technology is an important part of my life.” Journeymen have become skilled users of new technology. They are very confident with and knowledgeable about technology and are willing to experiment with few features, benefits and devices. Adoption of new technology allows Journeymen to continually improve upon the way they use it. The
    Internet is a source of information, commerce, entertainment as well as a means of connecting with others. While cutting-edge electronic devices may help Journeymen organize their busy lifestyles, new technology is not always their top priority.
  • Apprentices: “Technology is changing my life.” Apprentices take advantage of technology, using the Internet often to get needed information. New gadgets enhance their lives to a large extent, but there is still room for them to expand their usage. Apprentices are willing to learn and incorporate new technology into their lives, but they are sensitive to price and often make their purchase decisions based on this rather than desire alone. In fact, affordability is one of the few barriers that prevent this group from buying the newest technology.
  • Novices: “Technology has a limited impact on my life.” Novices are disconnected from emerging technology and resistant to adopting a new technology-focused life. They may have a desire for new digital products and services if they are simple and easy to use. This group does not understand what kinds of opportunities and experiences technology can provide them and, therefore, they have a very limited engagement with new technology.

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