Digital divorce or digital love affair – understanding consumer needs by breaking down frontiers

Oliver Tabino, Kerstin Klar, Tim Dörflinger and Stefanie Gutknecht

The use of information and communication technology products and services varies to a considerable degree among consumers.

Digital divorce or digital love affair – understanding consumer needs by breaking down frontiers

Tim DörflingerBerlin University of Technology, Germany

Stefanie GutknechtInnovation Development, Deutsche Telekom Laboratories, Germany

Kerstin Klär and Oliver Tabino[Q] Agentur für Forschung] (former Sinus Sociovision), Germany

GENERAL INTRODUCTION

The use of Information and Communication Technology (henceforth ICT) products and services varies to a considerable degree depending on the target groups. There are users who devour any type of innovation and constantly chose beta versions to challenge both themselves and the respective technology. Other users or target groups abhor such a situation. They...

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