Technology firms that are developing new hardware and software applications would do well to market to the key group of consumers labeled Tech Fast Forwards by Ogilvy & Mather analysts. These consumers purchase technology at a higher rate than average. In addition, they influence a wide circle of friends and family members, especially their children, which comprise the next generation of technology purchasers.
According to The Tech Fast Forward (TFF) study, about 19% of consumers are true technology geeks. This is opposed to 42% of consumers who fall into the Tech Forward category and 36% who are Tech Neutral. The study results indicate that only 3% of consumers are Tech Backward, going out of their way to avoid technology. The TFF consumer is likely to be male, well-educated, affluent and Asian. These folks the most sophisticated technology available and are often the go-to people when friends have questions. The favorable opinions of TFFs about technology look something like this.
- Technology is a positive force in our lives: 87%
- Technology enables families to stay connected: 80%
- Technology facilitates communication that makes us feel closer: 79%
- Technology simplifies our lives: 88%
- Technology fosters a new learning and creative skill set: 77%
- Technology makes the world safer: 59%
The TFFs are also leading the way with a new attitude about families and parenting. They are more likely to want to be friends with their children and to play down an authoritarian role. Ogilvy & Mather analysts say that marketers can focus on ‘generational bending’ in their promotions. By equalizing consumers and focusing on positive messaging, marketers can grow sales while they help consumers feel connected and hip.[Source: Tech. Plug In to See the Brighter Side of Life. Tech Fast Forward. Ogilvy & Mathew. 2011. Web. 29 Jun. 2011]