Psychographic Sourcebook - GfK MRI

PART 1: Survey of the American Consumer
VI. Psychographic Segmentation Analyses
D. Technology Segmentation
This segmentation considers the responses to various technology-related questions—both behavioral and attitudinal—to develop profiles for
six groups of consumers:
• Tech-Splorers are eager to try new technologies and use them more frequently than the other segments. Knowledgeable and confident
enough to give advice to others, Tech-Splorers are more likely to have read or looked into technology, computer and science magazines.
• Tech-Thusiasts own and use advanced technology products, and are highly interested in the theoretical aspects of technology.
They want to know how things work, enjoy reading about new products and are willing to pay for top quality electronics.
• Techno-Gamers* embrace technology for entertainment purposes and are big fans of electronic, computer and video games—
online, they are more likely to chat, participate in dating services, play games and access gambling sites.
• Tech-Sploiters have a more pragmatic orientation toward technology—they value new tech products most for their utility.
Tech-Sploiters are generally satisfied with the technologies they use and are unlikely to be interested in knowing much more about them.
• Techno-Laggards* are not interested in advanced technology or applications. They do not find computers intimidating and use the
Internet on a limited basis for checking e-mails, searching for specific information or shopping.
• Techno-Phobes have little or no interest in purchasing advanced technology products or services. They do not participate in the
technology purchasing or decision-making process and are suspicious of computers and the Internet and technology in general.
* New in Wave 57
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