Monday, May 28th, 2012
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 Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


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