New technology and the new American consumer

Geoff Wicken, Symmetrical Resources Inc, and Steven Armour, Simmons Market Research Bureau, identify a hi-tech adoption group no one can afford to ignore - the Star Techies

Geoff Wicken and Steven Armour

The US is a more developed market than most other countries for a wide range of hi-tech products and services. Communicating with consumers of these items presents an interesting set of challenges in its own right. As programmes for the marketing of similar products in other countries unfold, lessons may be drawn from the US experience.

Defining the market

There sometimes seems no end to the array of electronic gadgetry being introduced in our digital age. In the United States the market for many of these products is mature, and we can use marketing information to characterise their purchasers in a highly instructive way.