Yankee Group Identifies the Five Anywhere Consumer Segments that Will Drive Mass-Market Technology Adoption

Business Wire, Sept 29, 2008

New report profiles Anywhere Consumers' needs, identities and how to reach them

BOSTON -- Yankee Group has identified five consumer segments that are driving the mass-market adoption of technology products and services. With connectivity at the core of everything they do, Anywhere Consumers are driving a shift in buying behaviors that will have tremendous economic impact during the next 5 years. Increased understanding of this new marketplace is critical to the success of consumer electronics, wireless services, digital content and other consumer services.

The Yankee Group Report, They Want Their Anywhere, reveals the five segments of Anywhere Consumers are:

* Actualized Anywheres--These consumers demand connectivity be core to their every experience at home and on the road. They make up only 5% of the consumer population today. This group pays the most for services, has the most devices and greatly influences the behavior of the mass market behind them. Though the least populated segment, these consumers are where new trends develop and broad market appeal begins. Pleasing them will be imperative to ensure long-term mass-market success.

* Outlet Jockeys--Connectivity defines these road warriors, who make up 15% of the consumer population. They are willing to experiment with new mobile services and devices to achieve Anywhereness.

* Digital Shut-ins--Totaling 19% of the total consumer population, these are owners of many advanced in-home entertainment devices but who do not subscribe to the services that would push their Anywhere behavior.

* Technophytes--These are consumers with the desire to be cutting-edge, but who feel no urgency to do so. This group makes up 22% of the consumer population, just barely ahead of the Analogs. They drive volume as prices drop and early adopters move on to new technology.

* Analogs--This is the oldest and largest (40%) segment. They have little interest in technology for the sake of technology.

According to Yankee Group Senior Analyst Joshua Martin, "Products and services with connectivity -- connected game devices, mp3 players, nav systems, etc. -- need an Anywhere makeover of their message to speak to these new consumers. For CE makers, a 'freedom meets connectivity' message is what translates to sales in the Actualized Anywheres market."

"This Anywhere Consumer segmentation is a critical tool to help vendors identify how consumers think about connectivity and how to position products successfully to all of them."

About Yankee Group

The people of Yankee Group are the global connectivity experts[TM]--the leading source of insight and counsel trusted by builders, operators and users of connectivity solutions for nearly 40 years. We are uniquely focused on the evolution of Anywhere, and chart the pace of technology change and its effect on networks, consumers and enterprises. Headquartered in Boston, Yankee Group has a global presence including operations in North America, Europe, the Middle East, Africa, Latin America and Asia-Pacific. For more information, visit http://www.yankeegroup.com/.>

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