Five Anywhere Consumer Segments that Will Drive Mass-Market Technology Adoption

Yankee Group has identified five consumer segments that are driving the mass-market adoption of technology products and services. With connectivity at the core of everything they do, Anywhere Consumers are driving a shift in buying behaviors that will have tremendous economic impact during the next 5 years.

The report reveals the five segments of Anywhere Consumers:

Actualized Anywheres -- These consumers demand connectivity be core to their every experience at home and on the road. They make up only 5% of the consumer population today. This group pays the most for services, has the most devices and greatly influences the behavior of the mass market behind them. Though the least populated segment, these consumers are where new trends develop and broad market appeal begins.

Outlet Jockeys -- Connectivity defines these road warriors, who make up 15% of the consumer population. They are willing to experiment with new mobile services and devices to achieve Anywhereness.

Digital Shut-ins -- Totaling 19% of the total consumer population, these are owners of many advanced in-home entertainment devices but who do not subscribe to the services that would push their Anywhere behavior.

Technophytes-- These are consumers with the desire to be cutting-edge, but who feel no urgency to do so. This group makes up 22% of the consumer population, just barely ahead of the Analogs. They drive volume as prices drop and early adopters move on to new technology.

Analogs -- This is the oldest and largest (40%) segment. They have little interest in technology for the sake of technology.

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