International Use of New Technology
Living with – or without – technology
Adapted from http://www.synovate.com/knowledge/infact/issues/200606/
A Synovate survey of 5,500 people in different countries: learned that 45% claimed that mobile phone is the gadget most people could not live without, almost one-quarter of respondents claim they could live without any of their high-tech toys.
Having the newest technological gadget is important to a large majority of people in Saudi Arabia (87 percent), Romania (65 percent) and India (60 percent).
And across all countries, 45 percent of respondents say that the could not live without their mobile phones, particularly Saudis (68 percent) and Thais (61 percent).
Laptops are considered the next most indispensable piece of technology across the sample (9 percent), followed by plasma/LCD TVs (8 percent).
Respondents under the age of 35 are most attached to these and other electronic devices such as DVD or MP3 players and TiVo systems.
Canadians are the most blasé about technology, with 52 percent asserting that they could live without any of their high-tech gadgets.
Robin Brown, Senior Vice President at Synovate Toronto said: "We also tend to see later adoption of mobile technology among consumers across North America compared to Europe.”
What features are most important to them: Price and ease of use at 28 percent each, and brand name at 27 percent.
Ease of use is the priority for buyers in China (38 percent), Thailand and Taiwan (35 percent for both the latter).
Brand names are particularly important in India (54 percent), Romania (52 percent) and Saudi Arabia (50 percent).
Price is important (10 percent), most cost-conscious French (43%) and Canadians (42%)
Andreas Gregoriou, Synovate's Managing Director for the Arabian Gulf, says these findings echo the results of the Synovate PAX survey in the region, which found that affluent consumers across the Middle East are feeling very confident and spending freely on high-end products. “Saudi consumers, in particular, are eager to buy the latest technology, and most of them would not be concerned over prices. It is also interesting to note that only 0.3% of Saudis answered ‘don’t know’ when asked what brand they associate with high-tech products, which shows that they are extremely brand conscious.”
love, fear and caution of new tech
34 % of Chinese love new technology and couldn't live without it, a feeling shared by 32 percent of Saudis.
China's passion for new technology stems from the recent socio-economic past when, in the controlled economy, there was very little choice available, explains Darryl Andrew, Managing Director of Synovate China. "Relatively speaking, Chinese consumers now have a myriad of new choices – with technology being the best symbol of 'new' – and they exercise their right to choose with gusto.”
“Another catalyst for this fascination is that mobile phones and the internet help them, particularly teens and younger adults, bridge a social chasm brought about by the one-child family. This technology allows them to reach out and extend their social network beyond the immediate geography where they live, and beyond their constrained nuclear family.“
Most respondents globally (49 percent), however, say they are fascinated by technology but also cautious of it.
And 29 percent of those surveyed – led by 44 percent of Thais and Slovaks – admit that it's too hard to keep up with all the latest technologies.
Explain technology to their partner, friends and family: Men 50 % Women 30 %
Spend a lot of time learning about new technological developments: Men 41 % Women 27 %.
After the age of 45, the majority of respondents shift from being the ones explaining new technology to needing their partner, friends or family to show them how to use the latest gadgets.
58 % of those above the age of 65 say that even if they don’t always understand the latest technology, it looks cool!
Sony is cited by most respondents of all ages as the brand that leaps to mind when one thinks of cutting-edge technology
Samsung and LG are the second most brands that come to mind amongst respondents under age 35
Philips is more frequently associated with high technology by those above 35.
"A Typology of Information and Communication Technology Users."
5/6/2007 | ReleaseRelease
WASHINGTON, DC – Fully 85% of American adults use the internet or cell phones – and most use both. Many also have broadband connections, digital cameras and video game systems. Yet the proportion of adults who exploit the connectivity, the capacity for self expression, and the interactivity of modern information technology is a modest 8%. Fully half of adults have a more distant or non-existent relationship to modern information technology. Some of this diffidence is driven by people’s concerns about information overload; some is related to people’s sense that their gadgets have more capacity than users can master; some is connected to people’s sense that things like blogging and creating home-brew videos for YouTube is not for them; and some is rooted in people’s inability to afford or their unwillingness to buy the gear that would bring them into the digital age. These findings come from the Pew Internet Project’s typology of information and communication technology (ICT) users. The typology categorizes Americans based on the amount of ICTs they possess, how they use them, and their attitudes about the role of ICTs are in their lives. Ten separate groups emerge in the typology. Some of the most interesting cohorts are composed of people who own and operate high-tech tools, but aren’t necessarily wild about the role that gadgets play in their lives.
“Two groups of technology users have a kind of ‘tech-gadget’ remorse,” noted John B. Horrigan, Associate Director at the Pew Internet Project and author of the report. “They have more than a fair share of digital appliances. But they aren’t all that satisfied with the flood of information or pervasive connectivity comes along with these communication goods and services.” One of the groups – Lackluster Veterans who make up 8% of the adult population – contains long-time and frequent online users who don’t like the extra availability that comes with ICTs. The other group – the Connected but Hassled who comprise 10% of the population – expresses worries about information overload and doesn’t see ICTs helping their personal productivity. At the same time, there are other groups that highly prize the things that information technologies do for them, even if they don’t adopt every new Web 2.0 application for creative expression that emerges or upgrade their gadgets every time a new feature comes on the market. “Some of the earliest adopters of the internet and cell phones still love the things that drew them into this new universe a decade or more ago and they have happily evolved in their use since then,” Horrigan said. “They live their lives on email; can’t imagine life without a smart phone; download songs to their MP3 players; and howl at online amateur videos. They don’t necessarily have a blog or tag photos on a Flickr account, but they say it would be very hard to give up any of their digital goodies.” He noted, too, that 8% of Americans, labeled Omnivores, constitute the group who are by any measure deeply involved with Web 2.0 activities, such as blogging, sharing creations online, or remixing digital content.
A Full Rundown of the Typology’s 10 Groups. Four groups of information technology users occupy the elite end of the spectrum.
Collectively, 80% of users in these four groups have high-speed internet at home, roughly twice the national average. They are (with each group’s share in the adult population in parentheses):
Two groups make up the middle range of technology users: # Mobile Centrics (10%): They fully embrace the functionality of their cell phones. They use the internet, but not often, and like how ICTs connect them to others. 37% have high-speed internet connections at home. The group contains a large share of African Americans.
Some 49% of all Americans have relatively few technology assets, and they make up the final four groups of the typology.
The data for the Project’s typology of ICT users was gathered through telephone interviews conducted by Princeton Survey Research Associates between February 15 and April 6, 2006, among a sample of 4,001 adults, aged 18 and older. The sample has a margin of error of plus or minus two percentage points. Pew Internet & American Life Project is a non-profit, non-partisan initiative of the Pew Research Center that produces reports exploring the impact of the internet on children, families, communities, the work place, schools, health care, and civic/political life. Support for the Pew Internet Project is provided by The Pew Charitable Trusts.