Monday, May 28th, 2012 - Roy Morgan Research
Even just a decade ago, few of us would have guessed that new technologies would touch everyone’s lives in so many ways. There will always be people who can’t wait to get their hands on the latest and greatest, while some will adopt new technologies slowly and cautiously and some will adopt only what they need to, when they can no longer avoid it.
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.”

Contact Profile

Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Alex Dalidakis
P: +61 3 9224 5209


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