Technology Segments in America

This research explored the technology motivations and spending patterns of 2,025 United States residents. Using market segmentation techniques called exploratory factor analysis and k-means clustering we managed to identify three consumer technology segments: Advanced Influencers (31 per cent of Americans), Mainstream Adopters (42 per cent of Americans), and Digitally Delayed (26 per cent of Americans).

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Our research found that Advanced Influencers may be an important technology target audience in America, with 97 per cent following technology trends, 95 per cent having the latest technology available, and 91 per cent giving advice to others on technology. From a demographic perspective this segment is more likely to be male, under the age of 45, have a household income over 100,000 dollars, have graduated university, and hold liberal political views.

From an online perspective, Advanced Influencers reported spending a total of 504 minutes (>8 hours) a day on social media and online platforms - with 94 minutes a day being spent on YouTube, 81 minutes a day on Facebook, 50 minutes a day on Instagram, and 43 minutes a day on Amazon.

Technology Spending in America

In order to assess the validity of these consumer technology segments we also explored their annual spending patterns on technology items like computers, phones, and smart-watches.

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On average, Advanced Influencers reported spending 1,327 dollars on technology in the past year, Mainstream Adopters reported spending 678 dollars on technology in the past year, and Digitally Delayed reported spending 448 dollars on technology in the past year. Put differently, Advanced Influencers spent 62 per cent more on technology than the average American and a massive 196 per cent more than those in the Digitally Delayed segment.

Technology Segments in CANADA

This research explored the technology motivations and spending patterns of 1,009 Canadian residents. Using market segmentation techniques called exploratory factor analysis and k-means clustering we managed to identify three consumer technology segments: Advanced Influencers (40 per cent of Canadians), Mainstream Adopters (35 per cent of Canadians), and Digitally Delayed (26 per cent of Canadians).

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Our research found that Advanced Influencers may be an important technology target audience in Canada, with 95 per cent following technology trends, 85 per cent having the latest technology available, and 76 per cent giving advice to others on technology. From a demographic perceptive this segment is more likely to be male, under the age of 45, have a household income of over 100,000 dollars, and have graduated university.

From an online perspective, Advanced Influencers reported spending a total of 293 minutes (<5 hours) a day on social media and online platforms - with 68 minutes a day being spent on YouTube, 48 minutes a day on Facebook, 27 minutes a day on Instagram, and 24 minutes a day on Amazon.

Technology Spending in Canada

In order to assess the validity of these consumer technology segments we also explored their annual spending patterns on technology items like computers, phones, and smart-watches.

Intensions Consulting - Technology Spend in Canada.jpg

On average, Advanced Influencers reported spending 1,195 dollars on technology in the past year, Mainstream Adopters reported spending 627 dollars on technology in the past year, and Digitally Delayed reported spending 355 dollars on technology in the past year. Put differently, Advanced Influencers spent 53 per cent more on technology than the average Canadian and a massive 237 per cent more than those in the Digitally Delayed segment.

ABOUT THis RESEARCH

These are findings from an Intensions Consulting study conducted between January 20, 2020, and January 28, 2020. For this study a 20-minute online survey was administered with a sample of 2,025 United States residents, and 1,009 Canadian residents, aged 16 years and older. Each national sample was stratified by gender, age, and region, to ensure that the sample’s composition reflected the underlying distribution of the population as determined by Census data. For the United States, a traditional probability sample of comparable size would have produced results considered accurate to within plus or minus 2.2 percentage points, 19 times out of 20. For Canada, a traditional probability sample of comparable size would have produced results considered accurate to within plus or minus 3.1 percentage points, 19 times out of 20.

For more information on this research, please contact: info@intensions.co

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