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Technology Early Adopters are pioneers for much more than just new technology

September 5, 2016 Statistics & Trends No Comments Email Email

3.7 million Australians aged 14+ (19%) are ‘Technology Early Adopters’, as defined through Roy Morgan’s psychographicTechnology Adoption Segments. While these techy types are (as expected) often the first to pounce on the latest electronics, computers, and mobile phones, the same pioneering spirit means they’re also more likely to be early adopters of a range of non-tech products – from books and entertainment, food and restaurants, to home and finances, travel, cars, and clothes.

The Technology Adoption Segments curve

This segmentation employs the well accepted Everett-Rogers’ Technology Innovation model and recreates them for use in Single Source and ASTEROID.

Always first to purchase and use new technologies, Technology Early Adopters (19% of Australians 14+) are well educated with high incomes and risk-taking tendencies. 27% of Technology Early Adopters agree they are often the first to buy new home entertainment or electronic equipment, compared with 15% of all Australians.

One in four Technology Early Adopters are up to speed with the latest internet provider deals (25%, compared with a norm of 15%), and one in four also say they’re the first in line when new computer equipment comes out—the biggest different to the norm, at over double the 12% of all Australians.

Technology Early Adopters are also more likely than average to upgrade their mobile phone (22% vs 12%), to buy new kitchen gadgets and small appliances (18% vs 15%), or buy the latest computer/console games (15% vs 9%).

Percent who agree, “I’m often first to…”

Sources: Roy Morgan Single Source Australia, July 2015 – June 2016, n = 50,712 Australians 14+

Roy Morgan Technology Adoption Segments are defined on psychological characteristics, not behaviour. So an Early Adopter would have been the first to buy a DVD player, a smartphone, a smart watch… and will be the first to buy whatever comes next.

If the segmentations were based on behaviour (e.g. ‘use a smartphone’) the segments would need to be constantly redefined and would be retrospective, rather than predictive of future behaviour.

A pioneering spirit

This means Technology Early Adopters may be at home playing DOOM on Ultra-Nightmare difficulty mode while waiting to pre-order the iPhone 7 next week, but the same attributes that drive this behaviour also make them trailblazers across a whole range of distinctly un-technological products and services.

35% of Technology Early Adopters are often the first to buy a new book or to try new food products, and 31% are early adopters of new brands in supermarkets.  These are also the top three most common items for people overall to adopt quickly– but in each case (and for nearly all other topics too) the average is below that among Technology Early Adopters.

Technology Early Adopters are more likely than average to be early adopters of everything from new restaurants, health foods, home interiors, financial services, fashion, hotels, sporting equipment and cars. The only area where Technology Early Adopters are no different to anyone else is trying new diets.

Percent who agree, “I’m often first to…”

Sources: Roy Morgan Single Source Australia, July 2015 – June 2016, n = 50,712 Australians 14+

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